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Community management et gestion de crise

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Community management et gestion de crise

  1. 1. Relation clients et gestion de crise Florence Darnon, Community Manager @ Montres DeWitt – 12 mars 2011
  2. 2. <ul><li>...Des cas connus? </li></ul>
  3. 3. <ul><li>Gestion de crise en 10 points clés </li></ul>
  4. 4. <ul><li>#1 </li></ul><ul><li>Rien ne remplace la prévention </li></ul>
  5. 5. <ul><li>#2 </li></ul><ul><li>Le web ne change rien  aux principes universels de la gestion de crise: réactivité, humilité, circonscription </li></ul>
  6. 6. <ul><li>#3 </li></ul><ul><li>La rapidité de circulation de l’information en ligne crée une   tentation de la précipitation  à laquelle il faut résister </li></ul>
  7. 7. <ul><li>#4 </li></ul><ul><li>Bien évaluer de l’impact du web dans l’opinion, entre la dramatisation  et la banalisation   </li></ul>
  8. 8. <ul><li>#5 </li></ul><ul><li>Produire du silence peut être un objectif   </li></ul>
  9. 9. <ul><li>#6 </li></ul><ul><li>Privilégier les faits plutôt que les opinions   </li></ul>
  10. 10. <ul><li>#7 </li></ul><ul><li>Facebook est un media clé dans le déclenchement des crises </li></ul>
  11. 11. <ul><li>#8 </li></ul><ul><li>Twitter est un des meilleurs moyens de lutter contre la désinformation </li></ul>
  12. 12. <ul><li>#9 </li></ul><ul><li>Le web et les médias sociaux sont des moyens privilégiés de  tenir informés ses publics les plus engagés  (abonnés, membres du groupe Facebook…) </li></ul>
  13. 13. <ul><li>#10 </li></ul><ul><li>La vidéo  est un moyen d’humaniser la communication, à chaud. Elle paraît + sincère, on y croit beaucoup plus. </li></ul>
  14. 14. Un cas d’école : Nestlé/Greenpeace
  15. 16. 17 mars 2010: lancement de la campagne Greenpeace Nestlé Killer http://www.greenpeace.org/international/campaigns/climate-change/kitkat/
  16. 17. http://www.greenpeace.org/international/campaigns/climate-change/kitkat/
  17. 18. http://www.facebook.com/greenpeace.international
  18. 19. Twitter pour relayer l’information, on parle d’un « Twitstorm »
  19. 20. http://www.greenpeace.org.uk/files/po/b-index.html
  20. 21. Source : http://vimeo.com/10236827
  21. 26. http://www.facebook.com/pages/Your-Nestle-comments-wont-get-deleted-here/100384110002109
  22. 29. Consulté le 29 mars 2010
  23. 30. Consulté le 1 e avril 2010
  24. 32. Une rue du quartier de Croyndon au sud de Londres Source : http://www.flickr.com/photos/greenpeaceuk/sets/72157623513179797/show/with/4439852239/
  25. 33. A l’intérieur de l’AGA de Nestlé du 15 avril (à Lausanne) Source : http://www.flickr.com/photos/greenpeaceuk/sets/72157623513179797/show/with/4439852239/
  26. 34. A l’extérieur de l’AGA de Nestlé du 15 avril (à Lausanne) Source : http://www.flickr.com/photos/greenpeaceuk/sets/72157623513179797/show/with/4439852239/
  27. 35. A l’extérieur de l’AGA de Nestlé du 15 avril (à Lausanne) Source : http://www.flickr.com/photos/greenpeaceuk/sets/72157623513179797/show/with/4439852239/
  28. 36. http://www.nestle.com/Media/Statements/Pages/Update-on-deforestation-and-palm-oil.aspx
  29. 39. http://www.greenpeace.org/international/campaigns/climate-change/kitkat/
  30. 40. La conversation continue http://www.facebook.com/Nestle
  31. 41. La crise fortuite : le volcan Eyjafjöll
  32. 42. http://www.twitter.com/britishairways
  33. 45. http://www.twitter.com/CDGfacile
  34. 48. http://www.facebook.com/CarpoolEurope
  35. 49. http://www.facebook.com/pages/I-need-to-get-home-Volcanic-Ash/119877481359138
  36. 50. <ul><li>Retours d’expérience </li></ul><ul><li>Camif et Homair Vacances </li></ul>
  37. 51. Un secteur exposé aux crises : la VPC
  38. 52. Retour sur l’historique de la Camif
  39. 53. Ouvrir un blog pour « purger » les mécontentements
  40. 54. Un % important de commentaires négatifs
  41. 55. La modération des commentaires : doit-on effacer ?
  42. 56. Quand le blog devient SAV
  43. 57. Solitude du community manager et attaques personnelles
  44. 58. <ul><li>Reminder </li></ul><ul><li>Tous les secteurs ne sont pas égaux </li></ul><ul><li>Anticiper - s’organiser en interne </li></ul><ul><li>Etre réactif … Mais pas trop </li></ul><ul><li>Objectivité : ne pas céder aux émotions </li></ul><ul><li>Etablir le dialogue </li></ul><ul><li>S’excuser </li></ul><ul><li>Un bad buzz peut-être positif </li></ul>
  45. 59. <ul><li>Des questions? </li></ul>
  46. 60. <ul><li>Merci pour votre attention </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter @floence </li></ul><ul><li>Blog decibelles.net </li></ul>

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