{"id":11816,"date":"2024-09-19T16:33:09","date_gmt":"2024-09-19T14:33:09","guid":{"rendered":"https:\/\/www.graaaf.com\/blog\/definir-votre-strategie-de-communication-numerique\/"},"modified":"2026-03-16T16:25:26","modified_gmt":"2026-03-16T15:25:26","slug":"define-online-communication-strategy","status":"publish","type":"post","link":"https:\/\/www.graaaf.com\/fr\/blog\/define-online-communication-strategy\/","title":{"rendered":"D\u00e9finir votre strat\u00e9gie de communication num\u00e9rique"},"content":{"rendered":"<p>J&#8217;ai publi\u00e9 un article sur la <a href=\"https:\/\/www.graaaf.com\/fr\/blog\/comment-lancer-la-communication-numerique\/\">fa\u00e7on de d\u00e9marrer votre communication en ligne<\/a>, gratuitement. Mais le plus difficile, ce ne sont pas les outils. Ce qui semble poser le plus de probl\u00e8mes, c&#8217;est la strat\u00e9gie de communication num\u00e9rique :  <\/p>\n<ul>\n<li>Que dois-je dire \u00e0 mes clients ?<\/li>\n<li>Comment dois-je le dire ?<\/li>\n<li>\u00c0 qui dois-je diffuser mon message ?<\/li>\n<\/ul>\n<p>Une strat\u00e9gie de communication num\u00e9rique n&#8217;est qu&#8217;une extension de votre strat\u00e9gie de communication &#8220;classique&#8221;. Elle doit \u00eatre incluse dans cette derni\u00e8re. La plupart des \u00e9l\u00e9ments seront identiques. Seuls les objectifs, les canaux et les indicateurs cl\u00e9s de performance seront diff\u00e9rents.   <\/p>\n<p>Voici quelques questions qui peuvent vous aider \u00e0 d\u00e9finir qui est votre public et ce que vous voulez lui dire.<\/p>\n<p>Nous avons un mod\u00e8le pour cela, il suffit de nous contacter, nous vous l&#8217;enverrons.<\/p>\n<p>&nbsp;<\/p>\n<h2>Produit \/ service<\/h2>\n<p><strong>Quel service offrez-vous ?<\/strong><br \/>\nD\u00e9crivez le produit que vous proposez.<\/p>\n<p><strong>Qu&#8217;est-ce qui rend votre produit\/m\u00e9thode\/service unique ?<\/strong><br \/>\nEn quoi votre produit est-il diff\u00e9rent de tous les autres d\u00e9j\u00e0 disponibles ? A-t-il des caract\u00e9ristiques particuli\u00e8res ou se situe-t-il dans l&#8217;approche de votre service ? Qu&#8217;est-ce que les clients appr\u00e9cient dans votre produit ?  <\/p>\n<p>&nbsp;<\/p>\n<h2>Public cible<\/h2>\n<p><strong>Quel est votre public cible ?<\/strong><br \/>\nS&#8217;agit-il de journalistes francophones sp\u00e9cialis\u00e9s dans le style de vie ou peut-\u00eatre de jeunes couples qui ont besoin d&#8217;une nouvelle cuisine ? Essayez d&#8217;\u00eatre pr\u00e9cis et cibl\u00e9. Indice : tout le monde\/grand public n&#8217;est pas une bonne r\u00e9ponse, jamais. Avez-vous peut-\u00eatre aussi un public cible secondaire ?   <\/p>\n<p><strong>O\u00f9 se trouve votre public ?<\/strong><br \/>\nPresque toutes les tranches d&#8217;\u00e2ge sont sur Facebook, mais tout le monde ne lit pas Bilan et ne poste pas de photos sur Tumblr. Essayez de d\u00e9terminer o\u00f9 votre public cible est actif en ligne. Quel service web utilise-t-il ?  <\/p>\n<p><strong>\u00c0 quoi ressemble votre client id\u00e9al ?<\/strong><br \/>\nSi vous \u00e9tiez extr\u00eamement chanceux et pouviez choisir le client id\u00e9al, \u00e0 quoi ressemblerait-il ?<\/p>\n<p>&nbsp;<\/p>\n<h2>Message et positionnement<\/h2>\n<p><strong>Quel est votre message ?<\/strong><br \/>\nComment voulez-vous \u00eatre per\u00e7u ? Que doit retenir votre public ? Votre message peut \u00eatre v\u00e9hicul\u00e9 par des mots (nom, slogan, textes) mais aussi par des images. Un vieux polaroid ou une photo de studio tr\u00e8s propre ne v\u00e9hiculent pas la m\u00eame \u00e9motion.   <\/p>\n<p><strong>Quel est votre positionnement ?<\/strong><br \/>\nPourquoi \u00eates-vous diff\u00e9rent ? Qu&#8217;est-ce qui vous rend unique ? Pourquoi le client devrait-il vous choisir ?  <\/p>\n<p><strong>Quels sont les probl\u00e8mes que vous avez r\u00e9solus ?<\/strong><br \/>\nComment aidez-vous vos clients ? Quelles douleurs soulagez-vous ? <\/p>\n<p>&nbsp;<\/p>\n<h2>Objectifs et indicateurs cl\u00e9s de performance<\/h2>\n<p><strong>Quel est votre objectif ?<\/strong><br \/>\nVendre plus de produits ? Obtenir plus de dons ? Attirer vos fans \u00e0 votre concert ? Vous imposer en tant qu&#8217;expert dans un domaine sp\u00e9cifique ?   <\/p>\n<p><strong>Comment allez-vous mesurer votre succ\u00e8s ?<\/strong><br \/>\nD\u00e9finissez des indicateurs cl\u00e9s de performance (ICP), mais essayez d&#8217;\u00e9viter les mesures de vanit\u00e9. La plupart du temps, le nombre de visiteurs ou de fans sur Facebook ne sont pas de bons indicateurs. Ils vous donneront simplement l&#8217;impression d&#8217;\u00eatre &#8220;aim\u00e9\/familier&#8221;. Ce que vous devez mesurer, ce sont les indicateurs importants pour votre organisation. Des mesures qui indiquent que vous \u00eates dans la bonne direction pour atteindre les objectifs d\u00e9finis pr\u00e9c\u00e9demment.<br \/>\nQuelques exemples :    <\/p>\n<ul>\n<li>Nombre de nouveaux contacts que vous avez re\u00e7us via votre formulaire de contact (prospects, demandes de conf\u00e9rences, mentions sur les sites web des journaux).<\/li>\n<li>Nombre de dons ou rapport entre les dons et les visiteurs<\/li>\n<li>Nombre de personnes qui ont assist\u00e9 \u00e0 vos spectacles et qui les ont entendus via votre site (ce nombre peut \u00eatre mesur\u00e9 au moyen d&#8217;une enqu\u00eate hors ligne \u00e0 l&#8217;entr\u00e9e).<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Canaux<\/h3>\n<p><strong>Quels sont les canaux les plus appropri\u00e9s ?<br \/>\n<\/strong>Avez-vous besoin d&#8217;une newsletter ? Ou peut-\u00eatre devriez-vous investir du temps dans un profil Snapchat ? <\/p>\n<p><strong>\u00c0 quelle fr\u00e9quence ?<br \/>\n<\/strong>Un compte Twitter avec 1 message par semaine n&#8217;est pas efficace (m\u00eame si vous devriez en cr\u00e9er un, pour r\u00e9server l&#8217;espace et cr\u00e9er un lien retour).<\/p>\n<p><strong>Pour quel public cible ?<\/strong><br \/>\nPeut-\u00eatre qu&#8217;un groupe cible est plus actif sur Snapchat que sur Linkedin ? Mais peut-\u00eatre avez-vous encore besoin des deux. <\/p>\n<p>&nbsp;<\/p>\n<h3>Organisation<\/h3>\n<p>Je ne d\u00e9velopperai pas trop ce point dans ce billet. Mais une strat\u00e9gie de communication num\u00e9rique sans responsable, sans plan et sans actions \u00e0 entreprendre pour le mois \u00e0 venir ne donnera pas beaucoup de r\u00e9sultats. C&#8217;est tout dire  <\/p>\n<p>&nbsp;<\/p>\n<h3>Ressources compl\u00e9mentaires<\/h3>\n<ul>\n<li><a href=\"https:\/\/www.graaaf.com\/blog\/how-to-launch-your-digital-communication\/\">Lancez gratuitement votre communication num\u00e9rique<\/a><\/li>\n<li><a href=\"https:\/\/www.yanngraf.com\/blog\/understanding-the-online-customer-journey\/\">Comprendre votre parcours client<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><em>Vous avez besoin d&#8217;aide pour d\u00e9finir votre strat\u00e9gie de communication num\u00e9rique ? <a href=\"https:\/\/www.graaaf.com\/fr\/contact\/\">Contactez nous.<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>J&#8217;ai publi\u00e9 un article sur la fa\u00e7on de d\u00e9marrer votre communication en ligne, gratuitement. Mais le plus difficile, ce ne sont pas les outils. Ce qui semble poser le plus de probl\u00e8mes, c&#8217;est la strat\u00e9gie de communication num\u00e9rique : Que dois-je dire \u00e0 mes clients ? Comment dois-je le dire ? \u00c0 qui dois-je diffuser&hellip;<\/p>\n","protected":false},"author":1,"featured_media":11817,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[140],"tags":[148,143],"class_list":["post-11816","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-et-communication","tag-communication-fr","tag-social-media-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>D\u00e9finir votre strat\u00e9gie de communication num\u00e9rique - Audience et message<\/title>\n<meta name=\"description\" content=\"Ce qui semble poser le plus de probl\u00e8mes, c&#039;est la strat\u00e9gie de communication num\u00e9rique : Que dois-je dire \u00e0 mes clients et comment ?\" \/>\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.graaaf.com\/fr\/blog\/define-online-communication-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"D\u00e9finir votre strat\u00e9gie de communication num\u00e9rique - Audience et message\" \/>\n<meta property=\"og:description\" content=\"Ce qui semble poser le plus de probl\u00e8mes, c&#039;est la strat\u00e9gie de communication num\u00e9rique : Que dois-je dire \u00e0 mes clients et comment ?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.graaaf.com\/fr\/blog\/define-online-communication-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"Graaaf\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/graaafcom\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-19T14:33:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-16T15:25:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.graaaf.com\/wordpress\/wp-content\/uploads\/2016\/06\/14756168652_924a49d275_o.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2071\" \/>\n\t<meta property=\"og:image:height\" content=\"1158\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"yann\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.graaaf.com\\\/fr\\\/blog\\\/define-online-communication-strategy\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.graaaf.com\\\/fr\\\/blog\\\/define-online-communication-strategy\\\/\"},\"author\":{\"name\":\"yann\",\"@id\":\"https:\\\/\\\/www.graaaf.com\\\/fr\\\/#\\\/schema\\\/person\\\/62421cc1101fbba8a731bb5c67413822\"},\"headline\":\"D\u00e9finir votre strat\u00e9gie de communication num\u00e9rique\",\"datePublished\":\"2024-09-19T14:33:09+00:00\",\"dateModified\":\"2026-03-16T15:25:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.graaaf.com\\\/fr\\\/blog\\\/define-online-communication-strategy\\\/\"},\"wordCount\":790,\"publisher\":{\"@id\":\"https:\\\/\\\/www.graaaf.com\\\/fr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.graaaf.com\\\/fr\\\/blog\\\/define-online-communication-strategy\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.graaaf.com\\\/wordpress\\\/wp-content\\\/uploads\\\/2016\\\/06\\\/14756168652_924a49d275_o.jpg\",\"keywords\":[\"communication\",\"social media\"],\"articleSection\":[\"Marketing et communication\"],\"inLanguage\":\"fr-CH\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.graaaf.com\\\/fr\\\/blog\\\/define-online-communication-strategy\\\/\",\"url\":\"https:\\\/\\\/www.graaaf.com\\\/fr\\\/blog\\\/define-online-communication-strategy\\\/\",\"name\":\"D\u00e9finir votre strat\u00e9gie de communication num\u00e9rique - 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