{"id":68,"date":"2007-06-08T22:50:21","date_gmt":"2007-06-08T20:50:21","guid":{"rendered":"http:\/\/conquerirlemonde.com\/blog\/2007\/06\/08\/buzzmarketing-get-people-to-talk-about-your-stuff-livre\/"},"modified":"2007-06-08T22:50:21","modified_gmt":"2007-06-08T20:50:21","slug":"buzzmarketing-get-people-to-talk-about-your-stuff-livre","status":"publish","type":"post","link":"https:\/\/conquerirlemonde.com\/blog\/2007\/06\/08\/buzzmarketing-get-people-to-talk-about-your-stuff-livre\/","title":{"rendered":"Buzzmarketing &#8211; Get People to talk about your stuff (Livre)"},"content":{"rendered":"<p><center><iframe src=\"http:\/\/rcm-fr.amazon.fr\/e\/cm?t=conqulemonde-21&#038;o=8&#038;p=8&#038;l=as1&#038;asins=1591840929&#038;fc1=000000&#038;IS2=1&#038;lt1=_blank&#038;lc1=0000FF&#038;bc1=000000&#038;bg1=FFFFFF&#038;f=ifr\" style=\"width:120px;height:240px;\" scrolling=\"no\" marginwidth=\"0\" marginheight=\"0\" frameborder=\"0\"><\/iframe><\/center> <\/p>\n<p>Le <strong>buzz<\/strong> (ou \u00ab\u00a0bouche \u00c3\u00a0 oreilles\u00a0\u00bb) est le ph\u00c3\u00a9nom\u00c3\u00a8ne permettant, avec l&rsquo;aide d&rsquo;Internet, de transformer un clip co\u00c3\u00bbtant 200 euros en un disque d&rsquo;or (Kamini).<br \/>\nLe <strong>marketing<\/strong>, c&rsquo;est \u00ab\u00a0favoriser la commercialisation\u00a0\u00bb (dixit Wikipedia).<\/p>\n<p>Le <strong>buzzmarketing<\/strong>, c&rsquo;est mixer ces deux aspects pour obtenir le maximum d&rsquo;effet pour un co\u00c3\u00bbt tr\u00c3\u00a8s raisonnable. Cela peut signifier le jackpot, m\u00c3\u00aame si ce n&rsquo;est pas vraiment voulu ou m\u00c3\u00aame lanc\u00c3\u00a9 par la bo\u00c3\u00aete qui commercialise le produit (les vid\u00c3\u00a9os Mentos-Coca par exemple). Cela peut \u00c3\u00a9galement se r\u00c3\u00a9v\u00c3\u00a9ler <a href=\"http:\/\/en.wikipedia.org\/wiki\/PlayStation_Portable#Controversial_advertising_campaigns\">un d\u00c3\u00a9sastre si c&rsquo;est mal utilis\u00c3\u00a9<\/a>.<\/p>\n<p>Ce livre explique tout d&rsquo;abord les limites de la publicit\u00c3\u00a9 actuelle (il y en a tellement que l&rsquo;on y fait plus attention) ainsi que l&rsquo;immense g\u00c3\u00a2chis d&rsquo;argent qui est d\u00c3\u00a9pens\u00c3\u00a9 pour n&rsquo;obtenir que des r\u00c3\u00a9sultats m\u00c3\u00a9diocres.<br \/>\nIl pr\u00c3\u00a9sente ensuite des alternatives avec des exemples de campagnes r\u00c3\u00a9ussies ainsi que les \u00c3\u00a9l\u00c3\u00a9ments typiques n\u00c3\u00a9cessaires \u00c3\u00a0 la cr\u00c3\u00a9ation d&rsquo;une campagne de buzzmarketing efficace.<br \/>\nOn y apprend ainsi un peu l&rsquo;envers du d\u00c3\u00a9cor de certains grands coups de marketing (cela va d&rsquo;Apple \u00c3\u00a0 Britney Spears, c&rsquo;est vari\u00c3\u00a9 donc).<\/p>\n<p>Je trouve que ce livre est un tr\u00c3\u00a8s bon compl\u00c3\u00a9ment \u00c3\u00a0 la <a href=\"https:\/\/conquerirlemonde.com\/blog\/2007\/04\/25\/strategie-ocean-bleu-livre\/\">Strat\u00c3\u00a9gie Oc\u00c3\u00a9an Bleu<\/a>, il y est question ici aussi d&rsquo;innovation, de cr\u00c3\u00a9ativit\u00c3\u00a9 ainsi que d&rsquo;une utilisation plus efficace des ressources. C&rsquo;est un peu la strat\u00c3\u00a9gie oc\u00c3\u00a9an bleu du marketing, dans laquelle il faut pouvoir se d\u00c3\u00a9marquer de la concurrence et proposer une innovation assez forte pour que les gens d\u00c3\u00a9cident d&rsquo;eux m\u00c3\u00aames de parler de votre produit.<\/p>\n<p>Dans notre cas (jeux vid\u00c3\u00a9o) ce livre s&rsquo;adresse plus aux pros\/semi-pros vendant ou voulant vendre par la suite leurs jeux eux m\u00c3\u00aames. Je le recommande donc fortement dans ce cas l\u00c3\u00a0.<\/p>\n<p><strong><br \/>\nSommaire:<\/strong><br \/>\n1. Evading the Stampede<br \/>\n2. Renaming a Town<br \/>\n3. The First-Secret &#8211; Push the Six Buttons of Buzz<br \/>\n4. Miller Lite: A Brand Before Its Time<br \/>\n5. Starting Up from Scratch &#8211; Green for Greenfield<br \/>\n6. American Idol<br \/>\n7. The Second Secret &#8211; Capture Media<br \/>\n8. Apple Mac Attack: What Few Know<br \/>\n9. ClearPlay: Courts, Controversy, and Clamor<br \/>\n10. The Third Secret &#8211; Advertise for Attention<br \/>\n11. Building Britney Buzz<br \/>\n12. The FOurt Secret &#8211; Climb Buzz Everest<br \/>\n13. War of the Colas: A Story Behind the Story<br \/>\n14. The FIfth Secret &#8211; Discover Creativity<br \/>\n15. Mustang Bang<br \/>\n16. THe Sixth Secret &#8211; Police Your Product<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le buzz (ou \u00ab\u00a0bouche \u00c3\u00a0 oreilles\u00a0\u00bb) est le ph\u00c3\u00a9nom\u00c3\u00a8ne permettant, avec l&rsquo;aide d&rsquo;Internet, de transformer un clip co\u00c3\u00bbtant 200 euros en un disque d&rsquo;or (Kamini). Le marketing, c&rsquo;est \u00ab\u00a0favoriser la commercialisation\u00a0\u00bb (dixit Wikipedia). Le buzzmarketing, c&rsquo;est mixer ces deux aspects pour obtenir le maximum d&rsquo;effet pour un co\u00c3\u00bbt tr\u00c3\u00a8s raisonnable. Cela peut signifier le jackpot, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[5,9],"tags":[],"_links":{"self":[{"href":"https:\/\/conquerirlemonde.com\/blog\/wp-json\/wp\/v2\/posts\/68"}],"collection":[{"href":"https:\/\/conquerirlemonde.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/conquerirlemonde.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/conquerirlemonde.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/conquerirlemonde.com\/blog\/wp-json\/wp\/v2\/comments?post=68"}],"version-history":[{"count":0,"href":"https:\/\/conquerirlemonde.com\/blog\/wp-json\/wp\/v2\/posts\/68\/revisions"}],"wp:attachment":[{"href":"https:\/\/conquerirlemonde.com\/blog\/wp-json\/wp\/v2\/media?parent=68"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/conquerirlemonde.com\/blog\/wp-json\/wp\/v2\/categories?post=68"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/conquerirlemonde.com\/blog\/wp-json\/wp\/v2\/tags?post=68"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}