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RDV LEW #2 Matinale Conférence Influence 2.0 avec Traackr


RDV LEW Matinale conférence Influence 2.0 avec Traackr

Le marketing d’influence est une technique et un ensemble de leviers marketing qui va permettre à une marque de vendre, de développer sa notoriété notamment sur les réseaux sociaux. Les entreprises sont dans l’expectative d’y avoir recours et certaines d’entres-elles (de plus en plus) franchissent le pas. C’est une véritable révolution dans la sphère web et le phénomène s’intensifie chez les marques.

Mais qu’en est il ? Quel est l’état des lieux actuel du marketing d’influence ?

Quelles sont les bonnes pratiques ? Quelles sont les relations entre les influenceurs et les marques/entreprise ? Quels outils pour recenser et identifier les influenceurs pertinents ?

L’influence 2.0 sera donc le sujet prédominant de notre RDV LEW n°2 le vendredi 23 juin de 9h à 11H à l’espace de Co-working Wereso Lyon. Pour cette deuxième édition des matinales, nous aurons le plaisir d’intervenir avec Delphine Reynaud EMEA Marketing chez Traackr. Traackr est une plateforme de marketing d’influence pour identifier et gérer les meilleurs influenceurs sur un secteur donné. La plateforme est utilisée par de très grands groupes mondiaux et des sociétés prestigieuses notamment.

Delphine à d’ailleurs rédigé dernièrement un article de décryptage concernant l’étude de Traackr sur notre Blog SMO (de LEW) à propos de l’influence 2.0 menée conjointement avec Brian Solis Principal Analyst de chez Altimeter.

Nous évoquerons donc les principes du marketing d’influence, ses rouages, l’état des lieux, le lien avec LEW, ainsi que l’outil Traackr dans sa globalité, lors de ce petit-déjeuner conférence.

Programme :

9H00 Petit-Déjeuner Networking entre les participants
9H30 Introduction de LEW (Présentation de l’activité et introduction sur l’influence 2.0)
9H45 Conférence Traackr sur l’état des lieux du marketing d’influence, bonnes pratiques, présentation globale de la plateforme)
10H30 Questions/Intervention Les Experts du Web
10H45 Questions / Réponses dans l’assemblée

Lieu : Wereso Lyon 18/20 Rue Tronchet

Inscriptions obligatoires sur La billetterie Weezevent ( Entrée et Petit-Déjeuner à 10€ TTC )

Plan d’accès Wereso : Map  (Accès  proche Métro Foch)

5 tips to optimize SMO

SEO is a method of SEO to work in any web marketing strategy, like the SEA, and of course also the SMO. SMO means Social Media Optimization (which is also the essence of this blog) is a set of techniques to bring readers on web site content, thanks to the promotion of these links by social media. (see our description SMO and SEO: what does it mean?)

These are some interesting methods to improve visibility and they are very complementary with the SEO (search engine optimization). These are two marketing levers which need to be carried out hand in hand.

Whether in terms of visibility or traffic acquisition there are a few tips to put in place by the undertakings in SMO:

Encourage the sharing of content

It's pretty basic but extremely effective! We are talking here about media sharing buttons, they must be readily available to share content, otherwise it will be very tedious to re-share them. It will result ultimately only very little sharing on social platforms (fewer in any case), so to meditate on…

Not to neglect the hashtags

Hashtags (the good ones) will encourage the listing of publications. So they increase the visibility of the latter and of Auditors, although exploit them increased chances of retweets, shares and property back on topics, trends etc… Use them well and optimize them to refer to our article manage its hashtags on social networks

Comment on social networks and participate

An important thing in the SMO strategy is to participate in conversations on social media via related topics in his specialty. On the one hand strengthens the company's expertise and on the other hand reputation suffers. Of course it is necessary to bring relevance, and credibility to your words.

We forget the Scoopit tool!

Scoopit is a platform of curation of content. Scoops (in topics) are very well referenced with the help comments and insight. More on social media sharing is realized very easily since Scoopit…

The UGC is an interesting technique to introduce to improve the SMO

The process of co-creation, is quite simple to get in tune, and it is always easier to think with its users to video content, images etc… It's called the User Generated Content, content is produced for example by visitors and/or users on community vocation as social spaces.

Social media are certainly effective, but must not be the only marketing levers, they are not enough in an overall strategy, the other levers must be operated.


7 steps to a successful inbound marketing strategy

In the sphere of marketing and the web we very often evokes the inbound marketing techniques, but that is what it is? Inbound marketing is so different from the outbound marketing, because it is to bring the customer/prospect toward you rather than the other way around. The content should be relevant and in line with the target in order to arouse the interest of the latter (and so offers).

The major steps, let's describe you and define its strategy of inbound in outline:

The implementation of the objectives

Your startup whatever it is is an important step. Pretty basic questions must be asked on paper:

  • What is the ROI expected for your strategy in terms of marketing?
  • What are the objectives of CA of your organization? (As precisely as possible).

Know and define its target

In order to know its target you create the personas, IE customer profiles. Who are they? What are their goals but also what are their needs? Why your customers would visit your site? Do not hesitate to give life to your persona, go to the bottom of things and create personal with photos, descriptive sheets…

Create its content strategy

Create a blog? Yes it will be the ideal tool to give the information to your future readers (and prospects). Now that you have identified your personas where it will be much easier to find your subjects. Find your editorial with the right tone and the right message to send.

It is necessary to define strategic and relevant to your website keywords to create visibility. In a few words it is to treat your SEO and create a good ranking on search engines. Work with great care the optimization of your future articles, clearly state the meta-descriptions, titles and think about your internal mesh (links to your previous articles for example to give the sense).

Social networks to generate traffic

Use social networks is essential to increase the traffic to your site, it is one of the keys in an inbound marketing strategy. Social platforms will help you promote the content and create engagement around a specific topic. The networks will give visibility and virality in your articles, if they are relayed to the good times. We recently talked about this aspect through our article the timing of publications on facebook and twitter

Automate actions social media to increase productivity

To save time, implement the right tools of automation. Explained you in the article the Social Automation, what tools to increase productivity? 

The call to action to transform traffic in prospect

The call to action, is a crucial process to turn visitors to your site into prospects. Create a landing pages with the Visual, a form, everything that will contribute to encourage your visitors to action. You can also generate interest via the contests for example or the subscription to a newsletter.

You're almost there, normally in your inbound plan, your goals will be met or not. You need to understand the process of purchases of your personas (that you have created previously). The goal is to have the confidence of your prospect and get him up to his final decision-making (sale).

7 steps to a successful inbound marketing strategy

RDV LEW #1 morning conference content marketing with

RDV LEW 1 morning conference content marketing with Scoopit

"Content is king": the famous expression will be, more than ever, set in 2017. You want to get keys for you to invest and build an effective content strategy? Discover the first morning of the appointment LEW (Web Experts) with the intervention of Benoît Lamy Chapel, Head of sales and project Europe at

On the occasion of this breakfast you can learn more on the methodology, and the benefits of the tool happy director to accompany you. This Conference is designed to help businesses in their marketing and curation issues on a daily basis.

The first breakfast LEW conference will take place on Friday, March 31, 2017 at Lyon (limited to 30 participants)


9 h 00: reception & breakfast
9.30: Introduction by LEW (Anthony Rochand)
9 h 45: Intervention Benoît Lamy of the chapel Head of Sales Europe of

-Best practices a happy successful marketing
-Presentation of the tool content director

10 h 30: Questions and answers
11 H 00: end / Conclusion LEW

Registrations and reservations online exclusively on form WeezEvent (€15)

This conference will be filmed by our partner Prod Fiction (Emmanuel Pinto)

Bellona access plan:

Tram T1 Museum of Confluences / below of Pastor bridge / 100 m walk to the Museum of the confluence)

Establishing its plan on social media in 5 steps

You and your company before start you on the social media you need a battle plan. Absolutely a true plan, a real strategy, you'll understand we don't jump to the dark, saying we'll see. What are these steps upstream that are critical and that will determine the success of your digital strategist.

There are 5 steps to phase the different elements, these are the successive phases that should launch.

Establishing its plan on social media in 5 steps

(1) what are the objectives?

There can be various objectives relating to:

  • Sell products or services or develop new markets.
  • Create traffic to your blog or site.
  • Brand image and awareness.
  • Engagement with your subscribers,

(2) knowledge of its audience and its target

  • Your target is on which network? You need to know precisely on what platform actively participate to develop your market, action plans
  • And so where will you publish?
  • Do you know your targets and the interests of your audiences?

(3) determine its lighthouse with the guideline topic

  • What types of content are going to be published? What will be the format?
  • What will be the frequency of your publication, make also the tests at different times of the week,
  • It is important to vary the content and choose your topics of conversations with care. And especially to give useful information on your main expertise (and thus establish your expertise).

(4) define the different KPI (key indicators)

What will be the key indicators that can be used to measure and analyze the results?

  • The reach of publications (the scope),
  • The volume of publications,
  • The number of clicks,

There are others…

This is very important, otherwise it is not possible to measure the impact of your social media campaigns.

(5) measure and analyze results

  • It's at this moment that you will know if the objectives of course getting there put the right tools in place (Google Analytics, Sprout Social, SEM Rush… ). The interpretation of the results is done through reports. For example there is a real relevance to know where your audience arrives (social networks, search google…)