Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Pourquoi et comment recruter des influenceurs dans l'industrie du luxe

9.679 Aufrufe

Veröffentlicht am

Identifier, suivre et recruter les blogueurs et influenceurs pour tous secteurs, et en particulier pour le secteur luxe

Veröffentlicht in: Marketing
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

Pourquoi et comment recruter des influenceurs dans l'industrie du luxe

  1. 1. MARKETING DU LUXE INFLUENCEURS ET e-PR Christian RADMILOVITCH - @radmilovitch pinterest.com/radmilove
  2. 2. POURQUOI IDENITIFIER ET SUIVRE LES INFLUENCEURS ?
  3. 3. Qu’est-ce que l’influence ? 1. influence
  4. 4. 1. influence « action d’une personne (ou groupe), d’une circonstance ou d’une chose qui influe sur une autre »
  5. 5. 1. influence • géopolitique • politique • sociologique • sociale • intelligence économique • internet « Il a beaucoup changé sous l’influence de son ami » « On a vu grandir son influence dans le monde des affaires »
  6. 6. 1. influence Les 3 piliers de l’influence http://www.briansolis.com/2012/03/the-pillars-of-influence-and-how-to-activate-them-in-business/
  7. 7. 1. influence Mesure de l’influence http://vansnick.net/la-definition-dun-influenceur-en-140-caracteres/
  8. 8. Qu’est-ce qu’un l’influenceur ? 2. influenceurs
  9. 9. 2. influenceurs «Personne disposant d’un compte sur un média social (blog, Twitter, groupe ou page Facebook) et diffusant régulièrement un nombre important de contenus à une communauté large et fidèle. Cette personne dispose d’un capital social élevé qui fait d’elle un prescripteur auprès de sa communauté» - Emarketing.fr «Les influenceurs comprennent les préconisateurs qui recommandent, les prescripteurs dont les choix s’imposent aux acheteurs, et les leaders d’opinion, à titre professionnel (par exemple les journalistes) ou du fait de leur autorité naturelle» - Mercator 2013
  10. 10. 2. influenceurs http://fr.slideshare.net/frenchweb/etude-augure-sur-le-marketinginfluence2014?ref=http://frenchweb.fr/marketing- dinfluence-comment-contacter-les-influenceurs-et-interagir-avec-eux/143292
  11. 11. 2. influenceurs En 140 caractères • the capacity to drive followers’ actions • the ability to uplift people into action • ability to persuade • something that drives to a stron call to action • ability to lead and inspire others • the ability to get others to act or think in a certain way • sharing, putting your fingerprint on the web, leaving your mark on the world • creating cause and effect, i.e. followers will incorporate an influencer’s call to action • the ability to cause others to act • the ability to sway others. to be perceived as knowledgeable and providing relevant content • a person who change other’s behavior and thought
  12. 12. 2. influenceurs sentinelles créateurs de tendance experts «raters» flingueurs historiques
  13. 13. 2. influenceurs 5 catégories • journalistes et personnalités/célébrités • professional influencers : leaders d’opinion (ciblé) • power middle influencers : les internautes ayant une activité de publication pouvant défendre la marque dans le cadre d’un échange qualitatif • super fans : les vrais, en quête de bons plans et considération • fans et abonnés : l’audience de la marque, qui génère de la visibilité « virale » http://netintelligenz.net/post/60920408376/il-est-temps-de-changer-de-regard-sur-les-influenceurs
  14. 14. Qu’est-ce qui le définit ? 3. rôle de l’influenceur
  15. 15. 3. rôle de l’influenceur Quels critères ? • des connexions…connectées  communautés  amis  abonnés  fans  … • qualité du réseau • capacité à mettre en place des actions mesurables • contenu produit/partagé  qualité  sélection  pertinence
  16. 16. 3. rôle de l’influenceur http://blognewsintelligence.kantarmedia.fr/2014/03/28/co mment-travailler-avec-les-influenceurs-du-web/
  17. 17. Où peut-on les trouver? 4. plateformes
  18. 18. 4. plateformes
  19. 19. 4. plateformes Quels contenants pour quels contenus ? • magazines • forums • blogs • réseaux sociaux • sites communautaires • avis et partages
  20. 20. Où sont les influenceurs luxe? 5. luxe
  21. 21. 5. luxe
  22. 22. 5. luxe Mode Beauté Horlogerie Joaillerie Gastronomie Tourisme Automobile Maison & Déco Vins Spiritueux Hi-Tech Yachts et Jets Art & Culture Economie Marketing
  23. 23. Pourquoi les suivre? 6. intérêt
  24. 24. 6. intérêt P.O.E
  25. 25. 6. intérêt P.O.E.S
  26. 26. 6. intérêt Réactivité Tendances E-réputation
  27. 27. 6. intérêt Scenarii où la collaboration avec un influenceur est stratégique http://fr.slideshare.net/frenchweb/etude-augure-sur-le-marketinginfluence2014?ref=http://frenchweb.fr/marketing- dinfluence-comment-contacter-les-influenceurs-et-interagir-avec-eux/143292
  28. 28. COMMENT IDENITIFIER ET RECRUTER DES INFLUENCEURS ?
  29. 29. Quelle approche? 1. méthodologie
  30. 30. 1. méthodologie
  31. 31. 1. méthodologie C'est en évaluant la taille et l'activité de l'audience d'un blogueur que l'on va déterminer sa crédibilité et sa capacité de diffusion... En d'autres termes, si celui-ci mérite son "statut" d'influenceur
  32. 32. 1. méthodologie • impact sur les réseaux sociaux  likes, tweets, RT, repins, notes…  fans, abonnés, vues • liens ou backlinks • partages et commentaires • identité numérique • fréquence de publication • zone d’influence • recommandations (LinkedIn) Que faut-il analyser ?
  33. 33. Comment les identifier? 2. outils
  34. 34. 2. outils • mesure de visibilité • Twitter : le nombre d'abonnés, de retweets, de mentions, de listes; • Facebook : le nombre d'amis, de likes, de commentaires, de publications sur le mur ou la Timeline; • LinkedIn : le cap de connexions franchi (par exemple + 100), le nombre de likes et de recommandations; • Google+ : le nombre de +1, de partages et de commentaires; • Foursquare : les tips sauvegardés, les tips "liked " par les autres. http://klout.com/home http://kred.com/
  35. 35. 2. outils • mesure contextuelle • la portée (reach) : sans la portée du réseau, le message se perd, • l’amplification (resonance) : le message est relayé et amplifié par le réseau, • la pertinence (relevance) : la concordance du message avec les objectifs. http://traackr.com/?lang=fr
  36. 36. 2. outils • search & social media management • veille • analyse de l’e-réputation • Identification des communautés • identification des influenceurs de marque • social media management • analyse des retombées • … http://ecairn.com/ http://www.augure.com/fr/ http://linkfluence.com/fr/ http://synthesio.com/corporate/fr
  37. 37. 2. outils • identifier SES influenceurs http://www.webmarketing- com.com/2014/04/17/27107-twitter- facebook-google-comment-identifier-les- membres-les-actifs-communaute http://www.curalate.com/
  38. 38. 2. outils • les agences
  39. 39. Comment les contacter? 3. recrutement
  40. 40. 3. recrutement Canaux à privilégier pour les contacter http://fr.slideshare.net/frenchweb/etude-augure-sur-le-marketinginfluence2014?ref=http://frenchweb.fr/marketing- dinfluence-comment-contacter-les-influenceurs-et-interagir-avec-eux/143292
  41. 41. 3. recrutement Canaux à privilégier pour les contacter • journalistes et personnalités/célébrités et professional influencers  relation maîtrisée : CP/DP, emailing, events, Twitter… • fans et abonnés  relation maîtrisée : animation éditoriale et community management • super fans  peu exploités => les valoriser • power middle influencers  inexploités => les transformer en ambassadeurs de marque
  42. 42. QUI SONT LES INFLUENCEURS DE L’INDUSTRIE DU LUXE ?
  43. 43. 1. journalistes et personnalités Anna Wintour Nina Garcia Lauren Santo Domingo Emmanuelle Alt Karl Lagerfeld Géraldine Dormoy
  44. 44. 2. professional influencers James Bort Michelle PhanGarance DoréThe Sartorialist FubizBusiness of Fashion
  45. 45. 3. power middle influencers Adopter une stratégie en 3 cercles • cœur de communauté • communauté étendue et occasionnelle • communauté élargie Exemple de quelques blogs luxe selon leur communauté d’appartenance
  46. 46. ETUDE DE CAS
  47. 47. 1. SEB Oprah et L’Actifry • envoi de plusieurs Actifry à l’équipe du Show Oprah Winfrey • 1 photo Instagram postée sur Twitter • 15/02/2013 : « L’Actifry a changé ma vie et on ne m’a même pas payé pour le dire » • 4000 mentions en 1 semaine • 1,7 Mrds de VU • 54 pays touchés • des 10aines de millions de requêtes Google • progression de 12% de l’action Seb http://www.huffingtonpost.fr/2013/02/19/oprah- winfrey-friteuse-sans-huile-actifry-seb-action-bourse- montebourg_n_2715365.html
  48. 48. 2. Pierre & Vacances Pierre & Vacances Premium • résidence hôtelière 5* • #pvpremium • 3 opérations blogueurs / influenceurs • 3 stations de ski différentes • plus de 10 millions d’impressions cumulées https://www.youtube.com/watch?v=YqdyA0sMf-I#t=93
  49. 49. 3. Dior The Lady Noir Affair • dispositif 360° • RP online internationales • avant-première blogueurs sur Paris • widget du film à intégrer sur les blogs • 50 blogueurs sur 5 continents • plus de 1000 blogs touchés en 1 semaine • 2,5 millions de vues http://www.balistikart.com/clients/dior-the-lady-noire-affair/
  50. 50. 4. Van Cleef & Arpels Une Journée à Paris • collection spéciale • application iPhone « A Day in Paris » EN/FR/CN/JP/KR • découverte de Paris • 10 blogueurs invités à visiter Paris autrement http://www.vancleefarpels.com/us/en/line/24/une-journee-a-paris
  51. 51. 5. Lancôme Des fans ambassadrices • recrutement exclusivement sur Facebook • sélection des fans les plus engagées • test des crèmes par les fans sélectionnées, qui deviennent des ambasadrices auprès des autres fans de la page Lancôme • application Facebook dédiée • fans ambassadrices mises en avant et répondent aux autres fans sur l’application • renouvellement de la base Version UK https://www.youtube.com/watch?v=y1v5Ohe9r4w

×