Les réseaux sociaux, tout le monde en parle, mais peu de gens savent réellement à quoi ça sert. Pour qui ? Pourquoi ? Comment s’inscrire dans une démarche sociale sur le web ? Quoi offrir aux utilisateur ? Comment construire son business plan ? Autant de questions complexes, mais essentielles pour bien exploiter une plateforme.
- Pour qui ?
Une association, une entreprise, une collectivité locale, beaucoup d’organismes gagneraient beaucoup à adopter une démarche sociale sur le web pour fédérer, rassembler, offrir des services en interne ou en externe.
- Pourquoi ?
Non pas parce que c’est la mode, mais plutôt parce que cela s’inscrit dans une démarche durable et que c’est une excellente manière de fidéliser, de créer du lien social, améliorer des processus (vente, co-création, créativité, veille, CRM…) ou encore de gagner de l’argent.
- Une démarche sociale sur le web, c’est avant tout une affaire de conviction
L’utilisation des réseaux sociaux s’avère être utile sur plusieurs points :
Ludique et personnelle, elle permettra aux utilisateurs de mieux accéder à l’information spécifique, à l’expertise ou au savoir collectif, garder le contact ou organiser ses loisirs.
Professionnelle, elle soutiendra l’effort de l’individu ou de l’organisation en terme d’e-réputation ou personnal branding, mais aussi ses efforts relationnels (collègues, partenaires, employés, clients, fournisseurs, prospects, actionnaires…).
Commerciale, elle fournira un terrain idéal pour mettre en valeur des produits ou services, susciter la recommandation de clients, fidéliser, offrir de la valeur additionnelle dans le cadre d’une « servuction numérique ».
- Qu’offre-t-on aux utilisateurs ?
De la valeur ! Un réseau social est un facilitateur. Information, contacts utiles, entraide, lien social, service, c’est le lieu privilégié ou l’utilisateur pourra échanger, partager, confronter, recueillir des connaissances, des idées, des avis, c’est également le lieu ou il aimera trouver les services connexes à la thématique du réseau.
De la spécialisation ! Un réseau thématique est une communauté de ressources. Ne pas se disperser est un mot d’ordre qu’il convient de respecter. Des utilisateurs venus chercher un contact professionnel n’ont que faire des photos de la dernière soirée de Mme Michu (hormis les recruteurs bien entendu). De même, un utilisateur venu s’enquérir de la meilleure manière de réparer son trombone à coulisse sur un réseau spécialisé de musique se fiche de la vidéo de la dernière bourde de tel homme ou femme politique.
De l’expertise ! L’information doit être spécifique, qualifiée et qualifiable. Il en va de même pour l’ensemble de la chaine de valeur.
De la sécurité ! Charte d’exploitation des données, charte d’utilisateur, protection, fiabilité de l’applicatif sont autant de pistes pour gagner la confiance de vos membres.
- Comment gagner de l’argent ?
En interne, votre réseau, s’il est bien utilisé représente un atout pour votre compétitivité. Sachez l’exploiter en tant que tel et lui donner les moyens de vous faire gagner de l’argent. Exploitez les données, favorisez son utilisation, faites-le évoluer.
En externe, votre réseau n’intéresse pas que vous. Identifiez des partenaires, monétisez les espaces publicitaires, tirez profit des fonctionnalités clés de votre applicatif, tirez partie de vos statistiques.
Bien entendu, ceci ne signifie pas que toute offre de valeur peut facilement exploiter le web social, mais plutôt que les stratégies innovantes en la matière peuvent s’avérer très lucrative, très utiles et créer des opportunités valorisables. Pour cela, il convient de bien construire sa stratégie en amont et, surtout, de bien définir vos objectifs et les moyens pour les atteindre. Développer un applicatif en propre ? Pourquoi pas si vous voulez monétiser votre solution. Stratégie open source ? Mode SaaS ? Chaque solution a ses avantages mais aussi ses inconvénients.
A vos réseaux !
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