{"id":2193,"date":"2024-06-20T13:54:00","date_gmt":"2024-06-20T11:54:00","guid":{"rendered":"https:\/\/dusens.group\/?post_type=the-sixth&#038;p=2193"},"modified":"2024-11-15T17:30:32","modified_gmt":"2024-11-15T15:30:32","slug":"lespoir-dune-nouvelle-ere-dengagement-aupres-de-ses-communautes","status":"publish","type":"the-sixth","link":"https:\/\/dusens.group\/fr\/the-sixth\/lespoir-dune-nouvelle-ere-dengagement-aupres-de-ses-communautes\/","title":{"rendered":"L\u2019espoir d\u2019une nouvelle \u00e8re d\u2019engagement aupr\u00e8s de ses communaut\u00e9s"},"content":{"rendered":"\n\n<div data-logocolor=\"white\" class=\"cp-sixth-herobanner teq-container banner max-w-full relative pt-[98px]     \" >\n    <div class=\"teq-grid\">\n        <div class=\"col-span-24 mt-[140px] lg:mt-20 mb-10 cp-breadcrumb  font-shoene hidden lg:grid\">\n            <nav class=\"breadcrumb\">\n            <span><span><a href=\"https:\/\/dusens.group\/fr\/\">Accueil<\/a><\/span><\/span>        <\/nav>\n    <\/div>\n    <\/div>\n    <div class=\"teq-grid\">\n        <div class=\"col-span-6 md:col-span-12 lg:col-span-11 lg:col-start-3   my-auto\">\n            <div class=\"tags-share flex gap-4 items-center justify-between\">\n                <!-- Taxo Th\u00e8mes -->\n                <ul class=\"flex gap-4 font-semibold font-soehne text-xs taxos \">\n                                                                        <li class=\"uppercase square-before \">Business<\/li>\n                                                                                                                    <li class=\"uppercase square-before \">News<\/li>\n                                                            <\/ul>\n\n                <!-- Share -->\n                <div class=\"share-wrapper white desktop-only flex gap-6\">\n                    <div class=\"share-part flex gap-1 cursor-pointer relative\">\n                        <div class=\"share-part-inner flex gap-1 items-center\">\n                            <div class=\"relative share-label-wrapper\">\n                                <p class=\"label-inner\">Share<\/p>\n                                <div class=\"share-list mt-3 mt-lg-0 height-100 absolute\">\n                                    <div class=\"flex gap-0 align-center\">\n                                        <a target=\"_blank\"\n                                            href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fdusens.group%2Ffr%2Fthe-sixth%2Flespoir-dune-nouvelle-ere-dengagement-aupres-de-ses-communautes%2F\"\n                                            onclick=\"window.open(this.href, 'mywin', 'left=20,top=20,width=500,height=500,toolbar=1,resizable=0'); 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return false;\"\n                                            class=\"txt-0 share-btn anim-ltr white\"\n                                            tabindex=\"-1\"\n                                            aria-label=\"\">\n                                            <svg class=\"icon-facebook\">\n                                                <use xlink:href=\"#icon-facebook\"><\/use>\n                                            <\/svg>\n                                        <\/a>\n                                    <\/div>\n                                <\/div>\n                            <\/div>\n                            <svg class=\"icon-share-white\">\n                                <use xlink:href=\"#icon-share-white\"><\/use>\n                            <\/svg>\n                        <\/div>\n                    <\/div>\n\n                    <div class=\"copy-url-part flex gap-1 items-center cursor-pointer\">\n                        <p class=\"copy-label anim-ltr white\">\n                            Copier l&rsquo;URL                        <\/p>\n                        <p class=\"copied-label anim-ltr white\">\n                             Copi\u00e9e !                        <\/p>\n                        <svg class=\"icon-copy-white\">\n                            <use xlink:href=\"#icon-copy-white\"><\/use>\n                        <\/svg>\n                    <\/div>\n                <\/div>\n            <\/div>\n\n                            <h1 class=\"font-signifier text-[40px] leading-[44px] lg:text-[56px] lg:leading-[64px] mt-6 lg:mt-7 title\">\n                    <p>L\u2019espoir d\u2019une nouvelle \u00e8re d\u2019engagement aupr\u00e8s de ses communaut\u00e9s<\/p>\n                <\/h1>\n            \n            <!-- Desktop -->\n            <div class=\"hidden lg:flex gap-6  text-[16px] leading-[20px] my-6  \">\n                                    <span class=\"date\">\n                        20 juin 2024                    <\/span>\n                \n                <!-- Taxo reading-time  -->\n                                                            <div class=\"flex items-center gap-2 time\">\n                            <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                            <\/svg>\n                            4 min                        <\/div>\n                                    \n\n                                    <span class=\"author\">\n                        Marjolaine Avenoso                    <\/span>\n                            <\/div>\n\n                            <div class=\"description text-base lg:text-[20px] leading-[26px] lg:leading-[32px] font-soehne mt-6 lg:mt-0\">\n                    <p>Face \u00e0 la saturation des publics vis-\u00e0-vis des prises de parole impersonnelles des marques et au d\u00e9sengagement croissant des consommateurs, les marques doivent r\u00e9agir en cr\u00e9ant de la valeur authentique avec leurs audiences, notamment en investissant de nouveaux espaces comme Threads qui permettent de mieux comprendre les besoins et d&rsquo;animer des communaut\u00e9s engag\u00e9es.<\/p>\n                <\/div>\n                    <\/div>\n\n            <!-- Mobile share modal -->\n            <div class=\"share-wrapper mobile-only flex gap-1 cursor-pointer relative mt-4 mb-2 items-center\">\n                <svg class=\"icon-share-white\">\n                    <use xlink:href=\"#icon-share-white\"><\/use>\n                <\/svg>\n                <p class=\"label\"> partager <\/p>\n            <\/div>\n\n        <!-- <picture class=\"w-full h-auto lg:absolute opacity-0 lg:-bottom-[128px]\" -->\n        <div class=\"col-span-6 md:col-span-12 lg:col-[16_\/_span_8] py-6 lg:py-0\">\n                            <picture class=\"w-full h-auto\"\n                    style=\"\n                        mask-image: url(https:\/\/dusens.group\/app\/themes\/teq-theme\/assets\/images\/sixth-mask.svg);\n                        mask-repeat: no-repeat; mask-size: 100% auto;\"\n                >\n                    <source media=\"(max-width: 767px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-hope-for-a-new-era-of-engagement-with-its-communities-mob.jpg\" \/>\n                    <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-hope-for-a-new-era-of-engagement-with-its-communities.jpg\" \/>\n                    <img decoding=\"async\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-hope-for-a-new-era-of-engagement-with-its-communities.jpg\" alt=\"thumbnail-hope-for-a-new-era-of-engagement-with-its-communities\" \/>\n                <\/picture>\n                    <\/div>\n\n        <!-- Mobile -->\n        <div class=\"col-span-6 md:col-span-12 flex flex-wrap justify-between gap-6 text-[16px] leading-[20px] lg:hidden\">\n                            <span class=\"date\">\n                    20 juin 2024                <\/span>\n            \n            <!-- Taxo reading-time  -->\n                                                <div class=\"flex items-center gap-2 time\">\n                        <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                            <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                        <\/svg>\n                        4 min                    <\/div>\n                            \n\n                            <span class=\"author\">\n                    Marjolaine Avenoso                <\/span>\n                    <\/div>\n\n    <\/div>\n     \n<\/div>\n\n\n\n<div id=\"\" class=\"teq-container full-screen    \" >\n                        <div class=\"teq-grid\">\n                <div class=\"col-span-6 md:col-span-12 lg:col-span-7 lg:col-start-3 mb-6 lg:mb-0\">\n                                                                <div class=\"w-full mb-6 lg:mb-0\">\n                                \n<div class=\"cp-key-number bg-dazzling p-6 text-dark\" style=\"mask-image: url(https:\/\/dusens.group\/app\/themes\/teq-theme\/assets\/images\/sixth-bottom-mask.png); mask-repeat: no-repeat; mask-size: 100% auto;\">\n\n            <span class=\"number text-[104px] font-medium text-cedar font-soehne leading-none\">\n            73%        <\/span>\n    \n            <div class=\"text-[24px] leading-[31px] font-semibold font-soehne\">\n            des marques pourraient dispara\u00eetre\u2026 sans que personne n\u2019en soit affect\u00e9e        <\/div>\n    \n            <div class=\"source text-[14px] leading-[22px] font-soehne mt-5 lg:mt-[120px]\">\n            <p>\n                Source :            <\/p>\n\n            <a href=\"https:\/\/havasmedianetwork.com\/fr\/havas-media-network-sort-son-livre-blanc-sur-la-meaningful-attention\/\" \n                target=\"_blank\"\n                class=\" decoration-0\">\n                Havas Media Network\n                                    <svg width=\"16\" height=\"16\" viewBox=\"0 0 16 16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M10.6582 10.7542L12.2996 10.7683L12.2396 3.75728L5.22855 3.69723L5.24261 5.33868L9.45159 5.37473L3.16902 11.6573L4.33964 12.8279L10.6221 6.54544L10.6582 10.7542Z\" fill=\"#212121\"\/>\n                    <\/svg>\n                            <\/a>\n        <\/div>\n    <\/div>                        <\/div>\n                                    <\/div>\n                                    <div class=\"col-span-6 md:col-span-12 lg:col-span-11 lg:col-start-12 \">\n                        <div class=\"sixth-wyswiwyg\">\n                            <p>\u201cPour de nombreux consommateurs, la d\u00e9couverte d&rsquo;une marque commence apr\u00e8s le premier achat : 78 % d&rsquo;entre eux d\u00e9couvrent des \u00e9l\u00e9ments qui les attirent et les rendent fid\u00e8les \u00e0 une marque apr\u00e8s la vente initiale\u201d. C\u2019est ce que nous apprend la derni\u00e8re \u00e9tude \u201cTrust Barometer &#8211; The collapse of the purchase funnel\u201d du Cabinet Edelman.<\/p>\n<p>Nous vivons une p\u00e9riode anxiog\u00e8ne, tout du moins incertaine sur bon nombre d&rsquo;aspects&#8230; et nous le ressentons au quotidien.<\/p>\n<p>Selon une \u00e9tude du cabinet Selligent en 2021, 28% d&rsquo;entre nous sont rest\u00e9s indiff\u00e9rents aux t\u00e9moignages d&#8217;empathie des marques et 25% ont estim\u00e9 qu&rsquo;il s&rsquo;agissait d&rsquo;une perte de temps. Les messages, quant \u00e0 eux, n&rsquo;ont eu gu\u00e8re plus de succ\u00e8s : \u00ab\u00a0on est tous ensemble\u00a0\u00bb figure parmi les phrases les plus grin\u00e7antes pour le grand public (20%), devant \u00ab\u00a0face \u00e0 ces temps incertains\u00a0\u00bb (18%) et \u00ab\u00a0nous sommes l\u00e0 pour vous\u00a0\u00bb (17%).<br \/>\nCe ras-le-bol traduit une forme de saturation des publics \u00e0 l\u2019\u00e8re des prises de parole impersonnelles, d\u00e9pourvues d\u2019authenticit\u00e9. Selon une \u00e9tude men\u00e9e par Havas Media Networken 2023, 73% des marques pourraient dispara\u00eetre\u2026 sans que personne n\u2019en soit affect\u00e9e.<\/p>\n<p>Une r\u00e9alit\u00e9 qui illustre bien le d\u00e9sengagement des consommateurs : pour les marques, il est urgent de r\u00e9agir et d&rsquo;entrer dans une dynamique de cr\u00e9ation de valeur avec leurs publics. Longtemps, les r\u00e9seaux sociaux ont \u00e9t\u00e9 source d\u2019insights et des outils capables de d\u00e9terminer la port\u00e9e d\u2019engagement d\u2019un message, notamment via l\u2019\u00e9tude des performances des contenus. Mais aujourd\u2019hui, se baser uniquement sur le nombre d\u2019interactions, le reach, le nombre de followers, pour d\u00e9duire de l\u2019int\u00e9r\u00eat des publics ne suffit plus.<\/p>\n<p>Face aux algorithmes en constante mutation, privil\u00e9giant sans cesse les sp\u00e9cificit\u00e9s des plateformes au d\u00e9triment des objectifs de marque, cr\u00e9er des liens sinc\u00e8res sur les r\u00e9seaux sociaux avec ses parties prenantes devient de plus en plus difficile.<\/p>\n<p>Le \u201cfollowership\u201d est un acte passif, o\u00f9 l\u2019engagement n\u2019est pas assez probant. Le fait de construire une communaut\u00e9 dans des espaces nouveaux permet de remettre du sens dans la relation marques-audiences et audiences-audiences.<\/p>\n                        <\/div>\n                    <\/div>\n                            <\/div>\n                <\/div>\n\n<div id=\"block_05ff3264ec1d2771385c6952cad2cb6d\" class=\"cp-img teq-container    \" >\n        <div class=\"teq-grid\">\n        <figure class=\"col-span-6 md:col-span-20 md:col-start-3\">\n            <div class=\"img-wrapper relative\">\n\n                                    <picture class=\"width-100\">\n                        <source media=\"(max-width: 767px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/illustration-hope-for-a-new-era-of-engagement-with-its-communities.jpg\" \/>\n                        <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/illustration-hope-for-a-new-era-of-engagement-with-its-communities.jpg\" \/>\n                        <img decoding=\"async\" clas=\"\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/illustration-hope-for-a-new-era-of-engagement-with-its-communities.jpg\" alt=\"illustration-hope-for-a-new-era-of-engagement-with-its-communities\" \/>\n                    <\/picture>\n                \n                \n            <\/div>\n                    <\/figure>\n    <\/div>\n     \n<\/div>\n\n\n\n<div id=\"\" class=\"teq-container full-screen    \" >\n                        <div class=\"teq-grid\">\n                <div class=\"col-span-6 md:col-span-12 lg:col-span-12 lg:col-start-7  \">\n                                            <div class=\"sixth-wyswiwyg\">\n                            <p><strong>Zoom sur Threads<\/strong>, l\u2019application aux \u201c130 millions d\u2019utilisateurs actifs\u201d mais surtout m\u00e8re des \u201ctrendings topics\u201d, nouvelle fonctionnalit\u00e9 en vogue. L\u2019application semble acqu\u00e9rir une meilleure compr\u00e9hension des besoins, des int\u00e9r\u00eats et des comportements des audiences, facilitant la cr\u00e9ation d\u2019un contenu plus adapt\u00e9 et plus sp\u00e9cifique. Le suivi automatique des comptes favoris et la notification des derni\u00e8res actualit\u00e9s permettent aux marques de concentrer leur attention sur les conversations cl\u00e9s et d&rsquo;y participer activement.<\/p>\n<p>Depuis son lancement en France le 14 d\u00e9cembre 2023, plusieurs marques ont d\u00e9j\u00e0 saut\u00e9 le pas en investissant Threads. Autre fait marquant : selon les estimations de la soci\u00e9t\u00e9 d\u2019analyse Apptopia en mars 2024, <strong>la plateforme compte d\u00e9sormais plus d\u2019utilisateurs quotidiens aux \u00c9tats-Unis que X<\/strong>.<br \/>\nLes marques ont ainsi voulu saisir l\u2019opportunit\u00e9 d\u2019adresser diff\u00e9remment leurs audiences.<\/p>\n<p>Malgr\u00e9 l\u2019appareil tr\u00e8s corporate qu\u2019elle rev\u00eat, la marque <strong>Dassault Syst\u00e8mes incarne un parfait exemple dans l\u2019animation de communaut\u00e9s<\/strong> et s\u2019inscrit dans une logique d\u2019hyper-conversation. Sur ce feed, on entretient <a href=\"https:\/\/www.threads.net\/@dassaultsystemes\/post\/C6gwoIcogE8\" target=\"_blank\" rel=\"noopener\">la culture du meme<\/a> et on cultive <a href=\"https:\/\/www.threads.net\/@dassaultsystemes\/post\/C8CieXsiVnB\" target=\"_blank\" rel=\"noopener\">la vulgarisation de l\u2019informatique et l\u2019ing\u00e9nierie<\/a>, sans omettre bien s\u00fbr d\u2019\u00e9voquer l\u2019expertise de \u201cThe 3DEXPERIENCE Company\u201d.<\/p>\n<p>Dassault Syst\u00e8mes r\u00e9pond aussi bien \u00e0 sa communaut\u00e9 autant qu\u2019elle participe \u00e0 des threads externes \u00e0 la marque, toujours dans une logique d\u2019exposer le compte \u00e0 de nouvelles audiences.<\/p>\n<p>Nous pouvons donc l\u00e9gitimement se demander si Threads pourrait donner une nouvelle impulsion \u00e0 la communication ? Va-t-elle permettre aux marques de cr\u00e9er des liens plus forts avec leurs publics, ou au contraire, rester sur cette apathique conversation verticale, comme d\u2019autres plateformes du groupe Meta y sont famili\u00e8res ?<\/p>\n<p>Chez Dusens, nous sommes fermement attach\u00e9s \u00e0 engager l\u2019ensemble de nos parties prenantes et celles de nos clients autour des enjeux qui nous concernent. Nous sommes convaincus que la cr\u00e9ation de liens authentiques et de conversations significatives est la cl\u00e9 pour b\u00e2tir une relation durable et fructueuse avec les publics. Threads semble avoir capitalis\u00e9 sur la culture communautaire, cr\u00e9ant ainsi des terrains fertiles pour les \u00e9changes marques x publics.<\/p>\n<p>Mais l\u2019enjeu de l\u2019engagement des communaut\u00e9s d\u00e9passe le cadre de la simple plateforme. En cultivant une compr\u00e9hension profonde des besoins et des aspirations de leurs parties prenantes, et en co-construisant des exp\u00e9riences et des contenus v\u00e9ritablement pertinents, les marques pourront transcender le simple \u00ab\u00a0followership\u00a0\u00bb pour b\u00e2tir des communaut\u00e9s engag\u00e9es et fid\u00e8les.<\/p>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n                <\/div>\n\n\n\n<div data-logocolor=\"white\" class=\"cp-interested teq-container full-screen bg-dark text-white pt-[120px] pb-[160px]    \" >\n\n    <div class=\"teq-grid gap-y-8 lg:gap-y-0\">\n\n                    <div class=\"col-span-6 md:col-span-12 lg:col-span-24 lg:col-start-2 title font-soehne font-semibold text-[40px] lg:text-[80px] leading-none\">\n                <p>Vous serez \u00e9galement<br \/>\nint\u00e9ress\u00e9(e)<\/p>\n            <\/div>\n        \n                                    \n                <a 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              <p>La g\u00e9n\u00e9ration Alpha d\u00e9crypt\u00e9e de Z \u00e0 A<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                4.5 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-the-alpha-generation-deciphered-from-z-to-a-mob.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-the-alpha-generation-deciphered-from-z-to-a.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-the-alpha-generation-deciphered-from-z-to-a.jpg\"\n                                    alt=\"thumbnail-the-alpha-generation-deciphered-from-z-to-a\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                            \n                <a class=\"col-span-6 md:col-span-12 lg:col-span-6 lg:col-start-9 lg:mt-[150px] relative card\"  href=\"https:\/\/dusens.group\/fr\/the-sixth\/la-rse-doit-engager-davantage-avant-de-devenir-une-obligation-legale-pour-tous\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Perspectives                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    Short                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>La RSE doit engager davantage 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                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/cover-csr-engage.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/cover-csr-engage.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/cover-csr-engage.jpg\"\n                                    alt=\"cover-csr-engage\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                            \n                <a class=\"col-span-6 md:col-span-12 lg:col-[18_\/_span_6] lg:mt-[-130px] relative card\"  href=\"https:\/\/dusens.group\/fr\/the-sixth\/les-francais-et-linaction-ecologique\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                       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