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© 2011 T+C// Web2formation - Tony Chapelle
Élaborer votre stratégie digitale




                                                                                 Web2f
Élaborer votre stratégie digitale
         5 étapes à respecter




                                    © 2011 T+C// Web2formation - Tony Chapelle
             Web2f
Élaborer votre stratégie digitale
                           5 étapes à respecter

    1            2                 3                  4            5




  Faire                          Penser            Établir    Évaluer les
             Définir des
 un état                        parcours           un plan     résultats
              objectifs
des lieux                         client          d’actions    obtenus




                                                                            © 2011 T+C// Web2formation - Tony Chapelle
                               Web2f
Élaborer votre stratégie digitale
         5 objectifs concrets




                                    © 2011 T+C// Web2formation - Tony Chapelle
            Web2f
Élaborer votre stratégie digitale
           OBJECTIF N°1 >>      Faire connaître votre marque sur Internet

   1                      2                      3                     4                    5




  ADN
DIGITALE           ENGAGEMENT                 CAPITAL             RELATION            MONÉTISATION
 DE LA              MARKETING                 SOCIAL               CLIENT
MARQUE




                                  Attributs




                                                                                                         © 2011 T+C// Web2formation - Tony Chapelle
                                    de la               E-réputation
                                  marque
                      Image                                                Référencement (SEO,SEM,SMO)
                    Notoriété                                              Google Ranking
             Positionnement
                 Storytelling




                                         Web2f
Élaborer votre stratégie digitale
OBJECTIF N°2 >>   Engager vos consommateurs pour les faire promouvoir votre marque

            1                2                  3                  4                 5




          ADN
        DIGITALE         ENGAGEMENT         CAPITAL            RELATION      MONÉTISATION
         DE LA            MARKETING         SOCIAL              CLIENT
        MARQUE




                                        Prise de parole




                                                                                                © 2011 T+C// Web2formation - Tony Chapelle
                          Contenus                              Publicité
                                            sur les
                                                               Promotion    Liens sponsorisés
         Brand Content                  médias sociaux
       Branded Content                                                      Display
                UGBC                                                        Affiliation
                                                                            Buzz
                                        Posture de marque                   RP Digitales
                                        Stratégie éditoriale
                                      Community management




                                          Web2f
Élaborer votre stratégie digitale
OBJECTIF N°3 >>   Créez de la valeur pour votre marque en développant vos communautés

             1               2                3             4            5




            ADN
          DIGITALE       ENGAGEMENT       CAPITAL        RELATION   MONÉTISATION
           DE LA          MARKETING       SOCIAL          CLIENT
          MARQUE




                                                                                        © 2011 T+C// Web2formation - Tony Chapelle
                                       Communautés




                                        Prescripteurs
                                          Prospects
                                            Clients
                                        Collaborateurs



                                       Web2f
Élaborer votre stratégie digitale
                     OBJECTIF N°4 >>   Fidélisez durablement vos clients

       1                    2                      3                 4               5




    ADN
  DIGITALE              ENGAGEMENT             CAPITAL            RELATION    MONÉTISATION
   DE LA                 MARKETING             SOCIAL              CLIENT
  MARQUE




                           Base




                                                                                                      © 2011 T+C// Web2formation - Tony Chapelle
                                                                   Social
                            de                   CRM
                                                                    CRM
                          données
Outils de collecte                                                           Recommandation Sociale
     Data mining                                                             Crowdsourcing
                                                                             Co-création
                                          Permission marketing               CEM
                                               E-mailing
                                         Hyper personnalisation
                                         Programmes de fidélité



                                            Web2f
Élaborer votre stratégie digitale
           OBJECTIF N°5 >>   Générez des revenus avec le digital

   1               2                     3            4             5




  ADN
DIGITALE       ENGAGEMENT           CAPITAL        RELATION    MONÉTISATION
 DE LA          MARKETING           SOCIAL          CLIENT
MARQUE




                                                                              © 2011 T+C// Web2formation - Tony Chapelle
                                  E-commerce




                                      Trafic
                                    Up selling
                                   Cross selling
                                   E-couponing



                                  Web2f
Élaborer votre stratégie digitale
    tonychapelle@web2formation.com




                                     © 2011 T+C// Web2formation - Tony Chapelle
             Web2f

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Stratégie digitale Tony Chapelle

  • 1. © 2011 T+C// Web2formation - Tony Chapelle Élaborer votre stratégie digitale Web2f
  • 2. Élaborer votre stratégie digitale 5 étapes à respecter © 2011 T+C// Web2formation - Tony Chapelle Web2f
  • 3. Élaborer votre stratégie digitale 5 étapes à respecter 1 2 3 4 5 Faire Penser Établir Évaluer les Définir des un état parcours un plan résultats objectifs des lieux client d’actions obtenus © 2011 T+C// Web2formation - Tony Chapelle Web2f
  • 4. Élaborer votre stratégie digitale 5 objectifs concrets © 2011 T+C// Web2formation - Tony Chapelle Web2f
  • 5. Élaborer votre stratégie digitale OBJECTIF N°1 >> Faire connaître votre marque sur Internet 1 2 3 4 5 ADN DIGITALE ENGAGEMENT CAPITAL RELATION MONÉTISATION DE LA MARKETING SOCIAL CLIENT MARQUE Attributs © 2011 T+C// Web2formation - Tony Chapelle de la E-réputation marque Image Référencement (SEO,SEM,SMO) Notoriété Google Ranking Positionnement Storytelling Web2f
  • 6. Élaborer votre stratégie digitale OBJECTIF N°2 >> Engager vos consommateurs pour les faire promouvoir votre marque 1 2 3 4 5 ADN DIGITALE ENGAGEMENT CAPITAL RELATION MONÉTISATION DE LA MARKETING SOCIAL CLIENT MARQUE Prise de parole © 2011 T+C// Web2formation - Tony Chapelle Contenus Publicité sur les Promotion Liens sponsorisés Brand Content médias sociaux Branded Content Display UGBC Affiliation Buzz Posture de marque RP Digitales Stratégie éditoriale Community management Web2f
  • 7. Élaborer votre stratégie digitale OBJECTIF N°3 >> Créez de la valeur pour votre marque en développant vos communautés 1 2 3 4 5 ADN DIGITALE ENGAGEMENT CAPITAL RELATION MONÉTISATION DE LA MARKETING SOCIAL CLIENT MARQUE © 2011 T+C// Web2formation - Tony Chapelle Communautés Prescripteurs Prospects Clients Collaborateurs Web2f
  • 8. Élaborer votre stratégie digitale OBJECTIF N°4 >> Fidélisez durablement vos clients 1 2 3 4 5 ADN DIGITALE ENGAGEMENT CAPITAL RELATION MONÉTISATION DE LA MARKETING SOCIAL CLIENT MARQUE Base © 2011 T+C// Web2formation - Tony Chapelle Social de CRM CRM données Outils de collecte Recommandation Sociale Data mining Crowdsourcing Co-création Permission marketing CEM E-mailing Hyper personnalisation Programmes de fidélité Web2f
  • 9. Élaborer votre stratégie digitale OBJECTIF N°5 >> Générez des revenus avec le digital 1 2 3 4 5 ADN DIGITALE ENGAGEMENT CAPITAL RELATION MONÉTISATION DE LA MARKETING SOCIAL CLIENT MARQUE © 2011 T+C// Web2formation - Tony Chapelle E-commerce Trafic Up selling Cross selling E-couponing Web2f
  • 10. Élaborer votre stratégie digitale tonychapelle@web2formation.com © 2011 T+C// Web2formation - Tony Chapelle Web2f