4. Consumerization
Les attentes et comportements clients
doivent guider l’innovation et le
développement des entreprises
Fragmentation
La prolifération des canaux et réseaux
complexifie la gestion des interactions
entre les marques et consommateurs
Mobile First
Sur les médias sociaux, le mobile a
pris l’ascendant sur les autres
écrans
CONSTATS & TENDANCES
6. Développement
Organique
Equipe Sociale Organisation Sociale
• Les efforts émergent
à divers endroits
• Développement
naturel, non concerté
• Coordination par équipe
• Développement des
activités par entité
• Intégration transversale
• Collaboration entre les départements et les
divisions de l’entreprise
COMMENT ACCOMPAGNER L’ADOPTION DES MEDIAS SOCIAUX?
10. DIGITAL SERVICES TO KILL THE PAIN POINTS
“Where is my
car?”
Smart Park
1
Meet
my friends
“Where are my friends?”
1st social indoor
positioning system
4
“Where I want, when I want!”
Click
&
Services
3
Unibench
2
“I need power!”
11. A “GLOCAL” CONTENT STRATEGY AT STAKE
Central marketing teams
Local marketing teams
UNIBAIL-RODAMCO
#Define global standards
#Set up positioning
#Transversal campaigns & events
#Know their visitors
#Create custom content
#Publish instant & relevant info
12. WHY HOOTSUITE?
« WE WERE LOOKING FOR A SOLUTION THAT COULD
SUPPORT OUR CONTENT STRATEGY APPLIED TO BOTH
CENTRAL & LOCAL LEVELS »
OWNED CONTENT
Making sure we can spread
transversal & local content on our
shopping centers USPs
1
BRANDED CONTENT
Benefit from the extraordinary source
of content produced by our retailers
2
13. Content strategy
HOW TO GENERATE ADOPTION AMONG TARGETED USERS?
Organization &
collaboration
Trainings
Editorial guidelines
Enhance features
allowing UGC
Use content library
for owned and
branded
Selection of
Sponsors per
region (SMS)
Promote best
practices sharing
6 onsite trainings
Study cases &
social media
knowledge
Generate advocacy
14. KEY LEARNINGS
A “learning by doing” approach
A clear strategy to legitimate tools & organization
Strong training plan for empowerment
User friendly solution only