{"id":2550,"date":"2023-01-30T06:10:09","date_gmt":"2023-01-30T06:10:09","guid":{"rendered":"https:\/\/citizenrelprod.wpenginepowered.com\/organic-communications-are-coming-back-big-bad-way\/"},"modified":"2023-12-26T10:33:27","modified_gmt":"2023-12-26T10:33:27","slug":"les-communications-organiques-reviennent-en-force","status":"publish","type":"post","link":"https:\/\/www.citizenrelations.com\/fr\/les-communications-organiques-reviennent-en-force\/","title":{"rendered":"Les Communications Organiques Reviennent En Force"},"content":{"rendered":"

Il est 2023 et je pense encore \u00e0 ce site Geocities que j’ai cr\u00e9\u00e9 dans les ann\u00e9es 90 sur Sailor Moon. (Et avant que vous ne posiez la question, oui, il y avait des fanfictions). Avec des livres d’or, des webrings et Yahoo Chat, j’ai pu trouver ma communaut\u00e9 de geeks\u00a0 et partager nos passions\u00a0 dans notre petit coin sombre d’Internet. C’\u00e9tait g\u00e9nial; j’avais des programmations ax\u00e9es sur la communaut\u00e9 o\u00f9 je savais que je pouvais trouver exactement ce que je cherchais, et rien d’autre pour me distraire.<\/span><\/p>\n

Soudainement au milieu des ann\u00e9es 2000, nous avons \u00e9t\u00e9 confront\u00e9s \u00e0 des outils pour non seulement nous connecter avec des amis IRL et \u00e9largir nos communaut\u00e9s niches en ligne, mais litt\u00e9ralement n’importe qui avec une connexion internet et suffisamment de savoir-faire pour cr\u00e9er et utiliser un compte de m\u00e9dia social pouvait diffuser ce qu’ils voulaient. Ce changement des communications 1-\u00e0-1, aux communications 1-\u00e0-quelques-unes, aux communications 1-\u00e0-beaucoup, est arriv\u00e9 si rapidement que nous avons tous acquis de mauvaises habitudes de communication en cours de route – tant en tant qu’humains que comme sp\u00e9cialistes du marketing. Et maintenant, tout ce temps plus tard, je pense que nous devons revenir aux bons vieux jours de la communaut\u00e9 organique et du contenu que le World Wide Web nous avait promis, ironie suffisante pour rester moderne alors que la mani\u00e8re dont nous nous connectons sur Internet \u00e9volue.<\/span><\/p>\n

Voici trois fa\u00e7ons modernes de penser les communications sociales organiques chez Citoyen en 2023 et au-del\u00e0:<\/span><\/p>\n

Les nouvelles plateformes sans publicit\u00e9 n\u00e9cessitent de nouvelles fa\u00e7ons de communiquer<\/b><\/h4>\n

Comment allez-vous parler et \u00eatre parl\u00e9 sur les canaux et les communaut\u00e9s \u00e9mergents ?<\/span><\/i><\/p>\n

Dans un monde\u00a0 avec des m\u00e9dias sociaux plus d\u00e9centralis\u00e9, o\u00f9 les cr\u00e9ateurs mon\u00e9tisent directement leurs produits et o\u00f9 les plateformes n’ont pas encore de mod\u00e8les publicitaires stabilis\u00e9s, le dialogue organique est la seule fa\u00e7on pour les marques de rejoindre la communaut\u00e9. Pour s’engager de mani\u00e8re authentique dans les espaces Web3, il pourrait \u00eatre envisag\u00e9 de construire des jeux, des avatars, voire des constructeurs XR pour communiquer au nom de nos marques, mais avant tout en tant que membre de la communaut\u00e9 plut\u00f4t qu’en tant qu’annonceur.<\/span><\/p>\n

Une d\u00e9pendance excessive\u00a0 des moyens payants a limit\u00e9 la construction de r\u00e9cits organiques<\/b><\/h4>\n

Comment int\u00e9grer mieux le contenu organique dans votre mix de production?<\/span><\/i><\/p>\n

Les marques ont surinvesti\u00a0 dans la d\u00e9pendance aux moyens payants; et la construction de r\u00e9cits organiques peut \u00eatre le compl\u00e9ment id\u00e9al pour am\u00e9liorer les performances sur investissement. Nous sommes tous des pros pour d\u00e9velopper et maintenir les entonnoirs de marketing qui entra\u00eenent des actions, mais qu’en est-il de ces entonnoirs de communications organiques qui entra\u00eenent une affinit\u00e9 et un bouche \u00e0 oreille? En 2023, nous rappelons \u00e0 nos clients ceux qui ont d\u00e9j\u00e0 choisi de suivre nos marques sur les r\u00e9seaux sociaux et de construire de nombreuses choses g\u00e9niales pour r\u00e9veiller leur amour pour la marque, o\u00f9 qu’ils se trouvent en ligne.<\/span><\/p>\n

L’\u00e9volution de la recherche n\u00e9cessite un contenu organique en langage naturel<\/b><\/h4>\n

Comment se pr\u00e9sente votre contenu propre?<\/span><\/i><\/p>\n

Parfois dans les relations publiques, nous travaillons avec des clients qui jurent qu’ils n’ont pas de “nouvelles” \u00e0 partager, ce qui, selon eux, pourrait impacter leur actualit\u00e9 et leur classement dans les moteurs de recherche. Afin de poss\u00e9der leur part de recherche, les marques ont besoin de contenu organique plus solide, r\u00e9dig\u00e9 en langage naturel langage naturel. La sp\u00e9cialisation dans l’optimisation des moteurs de recherche organique sur des plateformes comme TikTok, Instagram, GIPHY et Pinterest, o\u00f9 le public de la g\u00e9n\u00e9ration Z\/Alpha cherche \u00e0 faire des d\u00e9couvertes, devient de plus en plus importante. Il en va de m\u00eame pour l\u2019\u00e9laboration de strat\u00e9gies de contenu organique et de de liens qui cr\u00e9ent un halo de voix de marque hautement optimis\u00e9e.<\/span><\/p>\n

Chez Citoyen, nous aidons \u00e0 construire, prot\u00e9ger et stimuler la r\u00e9putation et la notori\u00e9t\u00e9 de la marque gr\u00e2ce \u00e0 des strat\u00e9gies de communications num\u00e9riques innovantes qui sont forg\u00e9es avec le savoir-faire en relations publiques et pr\u00eates pour le Web3. Et nous voulons savoir si votre grand pari pour 2023 est de renforcer votre strat\u00e9gie de contenu organique et votre mod\u00e8le de production? Contactez-nous \u00e0 l\u2019adresse citizendigital@citizenrelations.com pour entamer la conversation.<\/span><\/p>\n

Sur L’Auteur:<\/b><\/p>\n

Laura poss\u00e8de plus de 15 ans d\u2019exp\u00e9rience dans les agences de publicit\u00e9 et de relations publiques. Elle dirige des \u00e9quipes qui d\u00e9veloppent des campagnes de communications cr\u00e9atives ax\u00e9es sur le num\u00e9rique, des plans de plateformes, des campagnes de marketing d\u2019influence, des plans de m\u00e9dias payants, des strat\u00e9gies de communaut\u00e9 et le d\u00e9veloppement de contenu.<\/span><\/p>\n

\"\"<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Il est 2023 et je pense encore \u00e0 ce site Geocities que j’ai cr\u00e9\u00e9 dans les ann\u00e9es 90 sur Sailor Moon. (Et avant que vous ne posiez la question, oui, il y avait des fanfictions). Avec des livres d’or, des webrings et Yahoo Chat, j’ai pu trouver ma communaut\u00e9 de geeks\u00a0 et partager nos passions\u00a0 […]<\/p>\n","protected":false},"author":1,"featured_media":2014,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[12],"tags":[],"class_list":["post-2550","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites"],"acf":[],"yoast_head":"\nLes Communications Organiques Reviennent En Force | Citizen Relations<\/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.citizenrelations.com\/en\/organic-communications-are-coming-back-big-bad-way\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les Communications Organiques Reviennent En Force | Citizen Relations\" \/>\n<meta property=\"og:description\" content=\"Il est 2023 et je pense encore \u00e0 ce site Geocities que j’ai cr\u00e9\u00e9 dans les ann\u00e9es 90 sur Sailor Moon. 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