2 octobre 2006

Les entreprises et les médias sociaux

Un article dans le Globe and Mail affirme que la grande entreprise embarque tranquillement dans le phénomène des médias sociaux.

News Corp., Warner musique, Wendy's, Nike, Honda et Coke sont parmi les exemples cités. Du côté canadien, on mentionne la Scotiabank (dont le directeur des digital media a son propre blogue) et Petro-Canada.
In Canada, no less an established entity than Petro-Canada followed such a tactic with a series of "Pump Talk" advertisements, in which the company explained why gas prices rise and fall as they do.

“The video was employee-inspired,” said John Hamilton, Petrocan's director of downstream communication. “Gas pricing has always been a debate, and it doesn't lend itself to bulky pie-chart answers. We realized our employees could explain it better since they're always getting cornered at barbecues on the issue.”

The spots, which look more like home movies than a slick ad campaign, feature Petrocan employees speaking directly to a camera.

“We wanted to be part of the conversation,” Mr. Hamilton said.
Les résultats sont positifs selon le porte-parole. Les vidéos sont postés sur leur site (ici, en anglais, et ici, en français) ainsi que sur YouTube (ici, en anglais, et ici, en français). Mais il peut y avoir des conséquences imprévues. Tu veux "faire partie de la conversation", tu vas payer pour...
One of the unforeseen consequences, however, has been how to handle the heavy volume of responses. “I have about 300 e-mails I need to follow up on,” Mr. Hamilton said. “People do need to feel that if they ask a question they should get a response. But, absolutely, we'd do it again.”

“We dipped our toe in the water and it was not as scary as some might have thought,” Mr. Hamilton said. “It's not a fit for every corporation, but for us it was appropriate.”
Disons que c'est un beau problème à avoir.
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