{"id":1563,"date":"2012-04-16T12:16:58","date_gmt":"2012-04-16T12:16:58","guid":{"rendered":"https:\/\/www.retaildetail.be\/m-tail\/les-marques-tirent-profit-de-leur-propre-reseau-social\/"},"modified":"2012-04-16T12:16:58","modified_gmt":"2012-04-16T12:16:58","slug":"les-marques-tirent-profit-de-leur-propre-reseau-social","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/m-tail\/les-marques-tirent-profit-de-leur-propre-reseau-social\/","title":{"rendered":"Les marques tirent profit de leur propre r\u00e9seau social"},"content":{"rendered":"<p>Bien entendu ses r\u00e9sultats doivent \u00eatre consid\u00e9r\u00e9s avec la prudence n\u00e9cessaire, mais l\u2019\u00e9tude vaut la peine qu\u2019on s\u2019y attarde. L\u2019on constate en effet que de grandes entreprises internationales, telles Amazon, Disney, IKEA, Lego et Procter &amp; Gamble investissent largement dans leurs propres r\u00e9seaux sociaux.<\/p>\n<h2>\n<br \/>Les \u2018fans\u2019 d\u00e9pensent davantage<\/h2>\n<p>L\u2019\u00e9tude d\u00e9montre que les consommateurs, membres d\u2019une communaut\u00e9 online d\u2019une marque, d\u00e9pensent bien plus pour cette marque qu\u2019avant leur adh\u00e9sion.\u00a0 D\u2019autre part ils d\u00e9boursent plus que des consommateurs comparables n\u2019\u00e9tant pas membres du r\u00e9seau. Les d\u00e9penses faites par les membres ont augment\u00e9 d\u2019un cinqui\u00e8me. Ce r\u00e9sultat sugg\u00e8re donc qu\u2019avoir sa propre communaut\u00e9, tout comme la plupart des formes de fid\u00e9lisation du client, peut r\u00e9ellement avoir une valeur \u00e9conomique.<\/p>\n<p>Les gains g\u00e9n\u00e9r\u00e9s par une communaut\u00e9 sont \u00ab \u00e9conomiquement significatifs pour l\u2019entreprise\u201d, estime Manchanda : \u00ab ils couvrent plus que les frais fixes n\u00e9cessaires pour cr\u00e9er la communaut\u00e9 et les frais variables pour la gestion d\u2019un tel r\u00e9seau social. \u00bb Toutefois les communaut\u00e9s de marques ne constituent pas une menace pour les autres canaux de vente : les \u00ab dollars sociaux \u00bb ont un impact positif\u00a0 sur tous les produits vendus par l\u2019entreprise.<\/p>\n<h2>\n<br \/>Fid\u00e9lisation du client \u00a0<\/h2>\n<p>La cr\u00e9ation de son propre r\u00e9seau social semble donc porter ses fruits. Il s\u2019agit du m\u00e9dia id\u00e9al pour fid\u00e9liser le client. Les membres d\u2019une communaut\u00e9 se sentent davantage impliqu\u00e9s avec la marque et sont plus fid\u00e8les. D\u2019autre part ce r\u00e9seau social permet aux entreprises de mieux adapter leurs offres aux d\u00e9sirs des consommateurs. En Belgique une entreprise suit d\u2019ores et d\u00e9j\u00e0 cette nouvelle tendance : <a target=\"_blank\" href=\"nl\/f-belgique\/bgq-general\/item\/14052-un-vent-de-renouveau-souffle-sur-tomco\" rel=\"noopener\">Tom&amp;Co<\/a> est l\u2019un des premiers retailers belges \u00e0 avoir lanc\u00e9 r\u00e9cemment son propre r\u00e9seau social. D\u2019autres suivront sans aucun doute.<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><em>Traduit par Marie-No\u00eblle Masure<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bien entendu ses r\u00e9sultats doivent \u00eatre consid\u00e9r\u00e9s avec la prudence n\u00e9cessaire, mais l\u2019\u00e9tude vaut la peine qu\u2019on s\u2019y attarde. L\u2019on constate en effet que de grandes entreprises internationales, telles Amazon, Disney, IKEA, Lego et Procter &amp; Gamble investissent largement dans leurs propres r\u00e9seaux sociaux. Les \u2018fans\u2019 d\u00e9pensent davantage L\u2019\u00e9tude d\u00e9montre que les consommateurs, membres d\u2019une [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-1563","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-m-tail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les marques tirent profit de leur propre r\u00e9seau social - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/m-tail\/les-marques-tirent-profit-de-leur-propre-reseau-social\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les marques tirent profit de leur propre r\u00e9seau social - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Bien entendu ses r\u00e9sultats doivent \u00eatre consid\u00e9r\u00e9s avec la prudence n\u00e9cessaire, mais l\u2019\u00e9tude vaut la peine qu\u2019on s\u2019y attarde. 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Les \u2018fans\u2019 d\u00e9pensent davantage L\u2019\u00e9tude d\u00e9montre que les consommateurs, membres d\u2019une [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.retaildetail.be\/fr\/news\/m-tail\/les-marques-tirent-profit-de-leur-propre-reseau-social\/\" \/>\n<meta property=\"og:site_name\" content=\"RetailDetail BE\" \/>\n<meta property=\"article:published_time\" content=\"2012-04-16T12:16:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/www.retaildetail.be\/wp-content\/uploads\/2022\/04\/logo.png?fit=281%2C147&quality=100&strip=all&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"281\" \/>\n\t<meta property=\"og:image:height\" content=\"147\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"dev@grandiz.com\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"dev@grandiz.com\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/m-tail\\\/les-marques-tirent-profit-de-leur-propre-reseau-social\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/m-tail\\\/les-marques-tirent-profit-de-leur-propre-reseau-social\\\/\"},\"author\":{\"name\":\"dev@grandiz.com\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#\\\/schema\\\/person\\\/ba2d383452a753a3a1ce8cdb349b5fc9\"},\"headline\":\"Les marques tirent profit de leur propre r\u00e9seau social\",\"datePublished\":\"2012-04-16T12:16:58+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/m-tail\\\/les-marques-tirent-profit-de-leur-propre-reseau-social\\\/\"},\"wordCount\":343,\"publisher\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/m-tail\\\/les-marques-tirent-profit-de-leur-propre-reseau-social\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.retaildetail.be\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/logo.png\",\"articleSection\":[\"m-Tail\"],\"inLanguage\":\"fr-FR\",\"copyrightYear\":\"2012\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/m-tail\\\/les-marques-tirent-profit-de-leur-propre-reseau-social\\\/\",\"url\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/m-tail\\\/les-marques-tirent-profit-de-leur-propre-reseau-social\\\/\",\"name\":\"Les marques tirent profit de leur propre r\u00e9seau social - 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