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Salon Objectif COM. Stratégie digitale : comment l’enseigne « Chez Léon » a réussi à imposer sa marque.

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Salon Objectif COM. Stratégie digitale : comment l’enseigne « Chez Léon » a réussi à imposer sa marque.

Tout belge qui se respecte connaît la maison éponyme Chez Léon, célèbre pour ses moules-frites depuis 1893 au coeur de Bruxelles (l’Ilôt Sacré).

La célèbre maison a certes gardé ses traditions et maintenu l’ADN de sa marque mais n’a pas râté le train du digital afin d’aller à la rencontre de ses consommateurs 2.0

Lors de cette conférence, Désiré Dupas, Digital Project Manager chez Mission-Systole, nous expliquera comment la marque a su investir les différents canaux digitaux : emailing, storytelling via Facebook, strategie de publicité SoMe sur Foursquare, Facebook et Twitter.

De la présence initiale à la consolidation de la marque, de l’uniformisation du nom sur les différentes plate-formes social media en passant par la fusion des différentes pages facebook en Belgique, (presque) tout vous sera révélé.

Published in: Social Media
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Salon Objectif COM. Stratégie digitale : comment l’enseigne « Chez Léon » a réussi à imposer sa marque.

  1. 1. OBJECTIFS ‣ Consolider la marque sur Facebook • Rassembler les pages • Créer des concours (requalifier la database mailing et opt-in) • Optimiser les posts sur Facebook • Développer la communauté sur Facebook ‣ Créer une marque forte et homogène • Chez Léon 1893 (au lieu de Chez Léon) ‣ Développer de nouveaux canaux de communication digitale « in real time » et mobile ! • Instagram • Twitter • Foursquare
  2. 2. CONSOLIDER LA MARQUE SUR FACEBOOK ‣Le problème • Plusieurs pages Facebook (Facebook place, page communautaire, page de marque) • Fans éparpillés • Confusion entre “Chez Léon” Bruxelles et les franchisés (Belgique ET France) ‣Solution • Claiming des pages • Fusion des pages • Changement du nom
  3. 3. Il y a un « truc » !
  4. 4. Page “communautaire” Incluent ou reprennent une description d'infos Wikipedia !!
  5. 5. 10 pages différentes !
  6. 6. Et quand y’en a plus ? Ben y’en a encore !
  7. 7. A force de persévérer !
  8. 8. Résultats
  9. 9. 20/10 - Mise en place du Pixel de conversion
  10. 10. 18/11 - Fusion avec les 6 autres pages “Chez Léon”
  11. 11. Une page unique Libellée “Chez Léon 1893” Récupération des fans Récupération des visites Récupération des évaluations
  12. 12. Concours Facebook
  13. 13. CONCOURS FACEBOOK : 2 WEEKENDS À DISNEYLAND ‣Objectifs • Augmenter la notoriété et le capital sympathie de la marque • Générer du clic vers le site web (indices du quizz) • Générer des fans • Requalifier la database email • Opt-in newsletter
  14. 14. Mise en place d’une pub Facebook pour la promotion du concours
  15. 15. Cibler les bonnes personnes : « Bruxellitude »
  16. 16. CHIFFRES CONCOURS ‣Concours • 939 répondants • 866 bonnes réponses sur le quizz • 22 ayant répondu correctement à la question subsidiaire (entre 900 et 1000) 939 joueurs cumulés • 298 opt-ins newsletter • 19 likes gagnés via la soft-gate • 10,273 fans ( dont 200 issus des fusions)
  17. 17. Action -50%
  18. 18. ACTION - 50% ‣Objectifs • Continuer les efforts et maintenir le capital sympathie de la marque • Créer du trafic vers le restaurant • Créer du CA (l’une des plus grosses actions de l’année !) • Opt-in newsletter
  19. 19. Des taux d’ouverture et de clics élevés (sur +/- 60.000 abonnés)
 Soft et hard bounce faible
  20. 20. 146 likes 42 commentaires 148 partages !
  21. 21. Nous ne ciblons pas les mobiles ( download de PDF sur mobile peu engageant…)
  22. 22. Formulaire de téléchargement du bon de réduction (opt-in)
  23. 23. Résultats
  24. 24. 2015 nb cvts nb de vouchers semaine 1 326 104 semaine 2 431 148 semaine 3 626 128 semaine 4 591 156 semaine 5 640 176 semaine 6 662 231 semaine 7     semaine 8     total 3276 943 2014 nb cvts nb de vouchers semaine 1 310 104 semaine 2 448 84 semaine 3 551 154 semaine 4 545 141 semaine 5 547 166 semaine 6 625 196 semaine 7     semaine 8     total 3026 845 Ticket moyen augmente de 20% C.A. augmente de 10%
  25. 25. SMO - Social Media Optimisation
  26. 26. PENSER SMO ‣SMO - Social Media Optimization ‣Oubliez le ROI mais pensez ROE : Return On Engagement ! ‣Optimisez les posts sur Facebook pour créer de l’engagement ‣Loi de Pareto • 20% de contenu de marque (promotions, menu, etc,.) • 80% de contenu gravitant autour de la marque (Bruxellitude, Plaisirs d’Hiver, Grand Place, etc.) ‣Content is king but context is queen !
  27. 27. Optimiser les posts sur Facebook pour créer de l’engagement
  28. 28. TOP 5 DES MEILLEURS POSTS ‣ Les meilleurs posts (reach le plus élevé entre le 01/09 et le 05/01) • Histoire de famille (03/12) : 2900 fans atteints • Ce vendredi 19 décembre, VALSEZ sur la Grand-Place de #Bruxelles ! #ChezLeon1893 #PlaisirsDHiver #Valse #BelgianWaltzCommittee (17/12) : 2,831 fans atteints • Photos de Bruxelles dans les années 80s (23/12) : 1.564 fans atteints • Ca vous dirait de NE PAYER QUE 50% DE VOTRE ADDITION ? Restez connectés .. (03/01) : 1.509 fans atteints • Post de Stromae (14/11) : 1313 fans atteints • WAAAAOUW ! Ne ratez pas le spectacle son et lumière sur la #GrandPlace de #Bruxelles (18/12) : 1.233 fans atteints
  29. 29. EN CONCLUSION(S) ‣Les meilleurs types de contenus • Activités autour de Bruxelles : Valse sur la Grand-Place • Top-Topical : Spectacle sons et lumières • Développer la Bruxellitude / Stromae • Nostalgie : Bruxelles sous la lentille des années 80s
  30. 30. TWITTER
  31. 31. TWITTER : REAL TIME MARKETING ‣Permet de • Assurer la présence de marque sur ce canal (très) mobile • Faire une veille locale • Suivre l’activité de façon géo-localisée • D’interpeller des clients faisant un check-in sur place
  32. 32. Twitter : un média de l’instant !
  33. 33. INSTAGRAM
  34. 34. INSTAGRAM ‣Picture Marketing • Montrer la vie Chez Léon et Bruxelles vue de Chez Léon • Montrer des images uniques, disponibles QUE sur Instagram • Reposter les images d’autres “instagramers”
  35. 35. R C P L Reposter Commneter Partager Liker
  36. 36. FOURSQUARE
  37. 37. FOURSQUARE ‣L’établissement a été revendiqué en novembre • Mise en avant de certaines photos et nettoyage de photos n’ayant rien à voir avec “Chez Léon” (photos de pralines entre autres) • Permet de voir les évaluations • Permet de voir les visites • Permet de consulter les données socio-démographiques • Permet de créer de la publicité géo-localisée et « poussée » sur mobile (PUSH)
  38. 38. Publicité Foursquare (push sur mobile)
  39. 39. CONCLUSIONS
  40. 40. EN CONCLUSIONS ‣La marque “Chez Leon 1893” atteint une bonne notoriété ‣Facebook tire ces statistiques vers le haut et reste le canal de prédilection ‣Le storytelling et le contenu propre à la marque est à maintenir et développer sur d’autres canaux • Instagram • Twitter • Foursquare
  41. 41. EN CONCLUSIONS ‣ Les réseaux principalement imagés (Instagram, Pinterest, etc.) sont des canaux à développer ‣ La LIKABILITY de la marque est très forte sur Facebook et à développer sur Instagram et Pinterest ‣ Fidéliser et consolider les fans acquis sur la période permettra à la marque d’exister et de subsister sur les réseaux sociaux ‣ Twitter restera un canal de conversion (amener les followers vers les autres canaux mais aussi vers le restaurant) ‣ Lancer des campagnes de promo et géolocalisation sur Foursquare peut conduire du trafic réel dans le restaurant (touristes!)
  42. 42. This is it !
  43. 43. Désiré DUPAS Social Media & Digital Project Manager MISSION SYSTOLE desire@mission-systole.be @desire_dupas 0475 59 67 58 http://www.mission-systole.be

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