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Marques et médias sociaux: les #FAIL

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Les marques investissent les médias sociaux avec plus ou moins de réussite. Pourquoi? Trois cas d'usage raté des médias sociaux par des marques (McDonald's, GAP, Nikon) et quelques enseignements à en tirer.

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Marques et médias sociaux: les #FAIL

  1. 1. TABLE RONDE DU 07/12/12: Qu’apportent les réseaux sociaux au marketing aujourd’hui?Victoria StoyanovaSara Menouni
  2. 2. « There are hundreds of thousand, or million, of people out there who are going to take your idea, and they’re going to try to shred it apart and find what’s stupid or weak in it. » Henry Copeland, CEO of Blogads.
  3. 3. #FAIL
  4. 4. #McDStories JANVIER 2012 Dans le cadre d’une campagne globale visant à promouvoir l’originedes produits utilisés chez McDonalds, la marque invite les internautesà partager leurs histoires avec McDonalds via le hashtag #McDStories et #meetthefarmers
  5. 5. #GAPGA FF OCTOBRE 2012Lundi 29 octobre dernier, pendant le passage del’ouragan Sandy sur la côte est des Etats Unis, Gapposte un tweet afin de promouvoir les ventes enligne de la marque.
  6. 6. LE FACEBOOK FAUX-PAS SEPTEMBRE 2011Le community manager poste un statut Facebookafin d’engager la conversation sur les équipementsphotos de la marque avec sa communauté .

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