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finn   18/
       10/
       2012



                    ELISE VINCKE
                    PR CONSULTANT

                    FINN Public Relations
                    www.finn.be
                    elise.vincke@finn.be
                    Twitter: @FINNbe


KICKSTART TWITTER
finn
KICKSTART TWITTER




#FINNWEBINAR        SLIDESHARE
finn
KICKSTART TWITTER
finn
KICKSTART TWITTER
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TOUT D’ABORD : LES BUTS
CONTENU & CODE DE CONTENU
PARAMÈTRES
RÉSEAU
OUTILS
KILLER TWEETS
Q&R
finn
KICKSTART TWITTER




OBJECTIFS DU CANAL TWITTER ?
1. IMAGE DE MARQUE PERSONNELLE
2. STRATÉGIE CORPORATE (COMM)
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KICKSTART TWITTER



IMAGE DE MARQUE PERSONNELLE
finn
KICKSTART TWITTER



STRATÉGIE CORPORATE (COMM)
finn
KICKSTART TWITTER




JUSQU’OÙ POUVEZ-VOUS ALLER ?
■■   QUELS SCÉNARIOS CORRESPONDENT À VOS
     OBJECTIFS ET JUSQU’OÙ ALLER EN FONC-
     TION DE LA CHARGE DE TRAVAIL ?
finn
KICKSTART TWITTER




AUTRES CANAUX EN LIGNE ?
■■   FAITES L’EXERCICE DE CONVERSION ET DÉFI-
     NISSEZ QUEL CANAL REMPLIT QUELLE FONC-
     TION
     (AGGREGATOR, CONTENT HUB,…).
finn
KICKSTART TWITTER
finn
KICKSTART TWITTER




DONNEZ UNE IDENTITÉ À VOTRE CA-
NAL TWITTER :
■■   À PROPOS DE QUOI ALLEZ-VOUS TWEETER ?
DÉFINISSEZ CLAIREMENT UNE NICHE AFIN DE VOUS DÉMARQUER DE LA MASSE.
finn
KICKSTART TWITTER




DIVISEZ ET RÉGNEZ :
■■   POUR LES COMPTES TWITTER CORPORATE :
TRAVAILLEZ-VOUS SEUL OU EN ÉQUIPE ? DÉFINISSEZ QUI S’OCCUPE DE QUOI
finn
KICKSTART TWITTER

DÉTERMINEZ DES INDICATEURS CLÉS
DE PERFORMANCE
finn
TOUT D’ABORD : LES BUTS
CONTENU & CODE DE CONTENU
PARAMÈTRES
RÉSEAU
OUTILS
KILLER TWEETS
Q&R
finn
KICKSTART TWITTER




LA PRÉSENCE EN LIGNE TOURNE AU-
TOUR DE VALEURS ET D’EGO
“IT SEEMS PEOPLE GO ONLINE TO GAIN A CERTAIN STATUS IN A COMMUNITY OF THEIR
CHOICE. WHEN NEEDED, THIS STATUS CAN BE LEVERAGED TO GET SOMETHING IN RE-
TURN (DEALS, COUPONS, SERVICE, RECOGNITION).”
finn
KICKSTART TWITTER




LES VALEURS DÉPENDENT DU PUBLIC
CIBLE :
■■ CLIENTS À LA RECHERCHE DE SERVICE APRÈS-VENTE
■■ CLIENTS À LA RECHERCHE DE PROMOTIONS


■■ PARTIES PRENANTES À LA RECHERCHE D’INFORMATIONS


■■ DES PARTIS CRITIQUES QUI VEULENT POINTER LA MARQUE


   POUR DES INFRACTIONS AU VALEURS D’UNE MARQUE
finn
KICKSTART TWITTER

EXPERT MARKETING
finn
KICKSTART TWITTER

EMPLOYER BRANDING
finn
KICKSTART TWITTER

SUPPORT
finn
KICKSTART TWITTER




BON SENS
■■   LE COMPORTEMENT EN LIGNE N’EST PAS DIF-
     FÉRENT DU COMPORTEMENT OFFLINE
finn
TOUT D’ABORD : LES BUTS
CONTENU & CODE DE CONTENU
PARAMÈTRES
RÉSEAU
OUTILS
KILLER TWEETS
Q&R
finn
KICKSTART TWITTER




BIO TWITTER
■■   RACONTEZ QUI VOUS ÊTES
■■   MENTIONNEZ VOTRE EMPLOYEUR
■■   UTILISEZ DES MOTS CLÉS : CELA AUGMENTE
     LE SEO ET LA LISIBILITÉ
■■   PAS DE TEXTE PLEIN (ÉVENTUELLEMENT
     ABOUT.ME)
finn
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LAYOUT
■■   PERSONNALISEZ GRÂCE À UNE MISE EN PAGE
     OU UN DESIGN PERSONNALISÉS
finn
KICKSTART TWITTER




PHOTO DE PROFIL
■■   RECONNAISSABLE
■■   VRAIE PHOTO (OU LOGO), PAS DE DESSIN
■■   UTILISEZ TOUJOURS LA MÊME PHOTO SUR
     TOUS LES CANAUX DE MÉDIAS SOCIAUX
finn
KICKSTART TWITTER




CONVERSION
AUTRES CANAUX DANS VOTRE PANEL EN LIGNE ?
MENTIONNEZ-LES TOUJOURS !
finn
TOUT D’ABORD : LES BUTS
CONTENU & CODE DE CONTENU
PARAMÈTRES
RÉSEAU
OUTILS
KILLER TWEETS
Q&R
finn

COMMENT SE
CONNECTER AVEC DES
INFLUENCEURS ?
finn
KICKSTART TWITTER


RECHERCHEZ PAR MOT-CLÉ OU PAR
NOM :
finn
KICKSTART TWITTER


RECYCLEZ : LISTES TWITTER
finn
KICKSTART TWITTER




PLACEZ L’INTERACTION SUR VOTRE
RADAR :
■■   SUIVEZ
■■   MENTION
■■   RÉPONSE
■■   RECOMMANDATIONS (#FF)
finn
TOUT D’ABORD : LES BUTS
CONTENU & CODE DE CONTENU
PARAMÈTRES
RÉSEAU
OUTILS
KILLER TWEETS
Q&R
finn
KICKSTART TWITTER

OUTILS CORROLAIRES DE TWITTER




■■   TWEETDECK / HOOTSUITE
■■   MONITORING QUOTIDIEN
■■   RACCOURCIR LES LIENS
■■   POSTER DES TWEETS
■■   TWEETS PROGRAMMÉS
finn
KICKSTART TWITTER

MONITORING

MENTION
■■   GRATUIT
■■   TOUTES PLATE-
     FORMES
■■   TRAVAIL D’ÉQUIPE
■■   FLUX EN TEMPS RÉEL
     AVEC LES MENTIONS
     DANS LES JOURNAUX
     ET SUR LES SOME
finn
KICKSTART TWITTER

ANALYSE



TWTRLAND.COM
■■   APERÇU DU COMPORTEMENT SUR TWITTER
■■   IMAGE CLAIRE DES CHOSES QUI MARCHENT
MANAGEFLITTER
■■   “ GRAND NETTOYAGE ”
■■   ÉLIMINE VOS FOLLOWERS INACTIFS
finn
TOUT D’ABORD : LES BUTS
CONTENU & CODE DE CONTENU
PARAMÈTRES
RÉSEAU
OUTILS
KILLER TWEETS
Q&R
finn
KICKSTART TWITTER




UTILISEZ DES LIENS:
■■   GÉNÈRE PLUS DE RT’S
■■   TITILLE LA CURIOSITÉ
■■   À PLACER IDÉALEMENT APRÈS 25% DE VOTRE
     TWEET
finn

POP QUIZ




QUEL TWEET VA ÊTRE LE PLUS
RETWEETÉ ?
finn
KICKSTART TWITTER
finn
KICKSTART TWITTER




LES RÉPONSES SONT MORTES, PLACE
AUX MENTIONS
■■   LA RÉPONSE DIMINUE LA CHANCE D’ÊTRE RT :
PAS> “@KRIS10VERMOESEN I THINK YOU’RE TOTALLY WRONG”

MAIS> “INTERESTING POST ON RETWEETS AT WWW.FINN.BE BUT I THINK LINKS ARE

OVERRATED @KRIS10VERMOESEN”

UTILISEZ DES HASHTAGS
■■   AUGMENTE LA VISIBILITÉ DU TWEET
finn
KICKSTART TWITTER




LES MAUVAISES NOUVELLES : PLUS
GROS IMPACT
■■   “A HAPPY CUSTOMER TELLS 3 PEOPLE ABOUT
     YOU, AN UNHAPPY CUSTOMER TELLS 9”
■■   UTILISEZ DES ÉMOTICONES NÉGATIFS : :-(
finn
KICKSTART TWITTER



RENDEZ VOS TWEETS
EXTRÊMES, MAIS
N’Y PASSEZ PAS VOS
NERFS
■■   FANTASTIQUE
■■   CHOUETTE
■■   GÉNIAL
■■   ÉVITEZ LES MAJUSCULES
■■   PAS DE ‘!!!’
finn
KICKSTART TWITTER




ACTUALISEZ VOS TWEETS
■■   TWITTER EST UN MÉDIA D’ACTUALITÉ
■■   ÉCRIVEZ VOS TWEETS À L’ATTENTION D’UN
     LARGE PUBLIC
POSEZ DES QUESTIONS
■■   MENTIONNEZ D’AUTRES TWITTOS ET DEMAN-
     DEZ-LEUR LEUR OPINION ET VISION
finn
KICKSTART TWITTER




ENGAGING <> BROADCASTING
■■   N’IMPOSEZ PAS VOTRE OPINION
■■   DON’T GET PERSONAL
■■   ÉVITEZ TROP DE NÉGATIVITÉ
finn
finn
TOUT D’ABORD : LES BUTS
CONTENU & CODE DE CONTENU
PARAMÈTRES
RÉSEAU
OUTILS
KILLER TWEETS
Q&R
finn
Q&R
finn
TOUT D’ABORD : LES BUTS
CONTENU & CODE DE CONTENU
PARAMÈTRES
RÉSEAU
OUTILS
KILLER TWEETS
DID YOU ENJOY THIS PRESENTATION?
TELL SOMEONE ELSE ABOUT US. TWEET ABOUT THIS WEBINAR      //@FINNBE
Q&R
AND OF COURSE, FOLLOW FINN ON FACEBOOK       //FACEBOOK.COM/FINNPR

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