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22 décembre 2016

5 choses à savoir sur les communautés web quand on a une petite entreprise

Communauté web

Tu as entendu parler de communautés web, tu sais même que les grosses entreprises embauchent des community manager pour gérer leur communauté, … mais toi qui a une petite entreprise, en quoi es-tu concerné par tout ça ? Si ça te semble bien loin de ton quotidien, cet article est fait pour toi !

1/ C’est quoi une communauté

Pour faire simple, une communauté web, c’est un regroupement de personnes en ligne qui ont les mêmes intérêts, les mêmes passions, loisirs, … (en bref un point commun !) Toutes ces personnes vont échanger sur divers sujets, partager du contenu, consommer de l’infos, … Il n’y a pas qu’une personne qui anime, c’est un échange entre tous.

Centres d'intérêts communsOn peut par exemple trouver des communautés autour de la santé, du sport, d’un style de voiture ou de musique, d’un mode de vie, …
Une entreprise peut créer sa propre communauté (les fans de la marque) ou s’insérer au sein d’une ou plusieurs communautés existantes, à condition que cette entreprise partage ce fameux point commun.

Ici on parlera surtout de la manière d’intégrer une communauté existante. C’est sans doute le meilleur moyen de commencer pour bien comprendre le fonctionnement des communautés, avant éventuellement de lancer la tienne quand tu auras plus d’expérience sur l’animation communautaire !

2/ Quel est l’intérêt pour une petite entreprise

Petite ou grosse entreprise, l’intérêt est le même : une communauté peut te permettre d’augmenter ta notoriété, ta visibilité sur le web, le trafic vers ta page Facebook ou ton site internet (et donc augmenter tes clients, et par là-même ton chiffre d’affaire), de fidéliser ta clientèle, d’avoir une relation sur le long terme avec tes clients … Tu vas aussi mieux comprendre ce qu’attend cette communauté, donc pouvoir adapter ton offre pour mieux la satisfaire.

Parfois l’intérêt peut paraître évident. Par exemple, on se doute bien qu’une salle de sport qui communique sur une ou plusieurs communautés de cette thématique va ainsi pourvoir accroître sa visibilité et faire connaître à d’autres son expertise, tout en comprenant mieux quels sont les obstacles rencontrés par les membres de cette communauté, quelles sont leurs attentes, leur questionnement… !

Echanger avec les clientsMais pour d’autres entreprises, ça peut être plus subtil : un restaurant sera peut-être intéressé par une communauté ciblée sur un type de régime bien particulier, non pas parce que l’ensemble de sa clientèle pratique ce régime, mais parce que son menu actuel peut intéresser certains dans cette communauté et qu’il souhaite échanger sur le sujet, ou parce qu’il a des idées dans le domaine et qu’il voudrait savoir s’il fait fausse route ou pas …

Il faut bien comprendre qu’une communauté ne va pas représenter la totalité de tes clients donc il faut aussi communiquer avec les autres types de clientèle que tu as, par d’autres moyens. Mais une communauté peut représenter ton cœur de cible ou seulement une partie bien définie de ta clientèle, et dans ce cas t’intéresser à cette communauté est un moyen d’être davantage reconnu. C’est un outil supplémentaire de communication et de valorisation de ton image.

Autre point : tous les membres d’une communauté ne sont pas forcément des clients potentiels, surtout si tu as un commerce physique et qu’ils habitent à l’autre bout de la planète. Tu ne dois pas être présent avec l’idée que tu vas faire des ventes directes mais plutôt avec l’idée d’échanger avec d’autres sur ton savoir-faire, offrant la possibilité à ceux qui seront marqués par ton expertise de te recontacter pour plus d’échanges ou pour un achat si eux le souhaitent. On n’est pas dans la vente poussée mais dans l’attrait du client potentiel.

3/ Comment trouver une communauté

Comme on l’a dit, il faut déjà réfléchir aux points communs possibles en fonction de ton secteur d’activité, des particularités de ton entreprise, mais aussi parfois de ta personnalité. Élabore certaines pistes en partant de toi et ton entreprise, puis de tes clients et de leurs particularités et centres d’intérêts. Une fois que tu as fait un petit tour de tout ça, il va falloir choisir une ou deux communautés possibles avec lesquelles tu te sens le mieux à même de partager des choses.

Ensuite tu vas te poser deux questions principales :

  • Quelles sont les caractéristiques des personnes susceptibles d’être intéressées par cette communauté ? (il faut définir précisément ta cible pour ne pas te tromper)
  • Où cette communauté passe-t-elle son temps ? (plutôt sur des blogs, forums, réseaux sociaux, groupes Facebook …) Comment a-t-elle l’habitude d’interagir ?

RQ : pour l’intérêt et l’utilisation des groupes Facebook, tu peux aussi regarder cet article sur le sujet ; mais note bien qu’on ne trouve pas des communautés que sur les groupes Facebook !

4/ Pourquoi analyser ce qui se fait déjà

Observation des pratiquesMaintenant que tu sais qui tu cherches et où, vient le temps de l’observation. Il faut savoir ce qui plaît vraiment à cette communauté et ce qui marche pour l’animer.

  • Quels sont les centres d’intérêts abordés, le ton et le vocabulaire utilisé ?
  • S’il y a des communautés un peu similaires, quelles sont les ressemblances ou au contraire les points communs ? (ce serait bête de parler de quelque chose qui n’intéresse que la communauté d’à côté …)
  • Si des concurrents de ton entreprise font partie de cette communauté, que proposent-ils déjà ? (tu n’es pas là pour copier mais en les connaissant, tu pourras savoir comment te démarquer) Quelles sont leurs stratégies de communication au sein de la communauté ?
  • Quelles sont les publications à succès dans cette thématique ? (ou au contraire les flops, histoire de ne pas les renouveler)

Tout ça te permettra de mieux connaître l’environnement et les pratiques de la communauté qui t’intéresse, de manière à mieux définir ce que toi tu vas y faire, ce que tu peux apporter qui sera utile au plus grand nombre tout en permettant de te faire remarquer.

5/ Comment passer à l’action

Tu sais ce qu’attend la communauté que tu as choisis, alors apporte-lui de la valeur maintenant ! Quelques règles à retenir pour communiquer efficacement :

  • Offre du contenu sur les sujets qui intéressent la communauté, partage ton savoir en écrivant un article au sein d’un blog ou en répondant à un commentaire
  • Entame une discussion, lance un débat, invite les autres à participer à l’échange
  • De temps en temps, tu peux mettre du réel dans le virtuel, par exemple en organisant des rencontres pour les membres de la communauté
  • Soigne toujours les visuels que tu partages, sois pro dans toutes tes publications (si la communauté est plutôt sur le mode cool, c’est sûr que tu ne vas pas faire le contraire au risque de te faire remarquer pour une mauvaise raison, mais tu dois quand même toujours garder un côté pro qui donne confiance, montre ton sérieux dans ton métier)
  • Ne parle pas de ton entreprise sous forme de publicité (à moins que tu aies envie de te faire bannir vite fait de la communauté) mais par contre si on te questionne sur ton activité, apprends à exprimer clairement ce qui fait ta différence, ta plus-value
  • Prends du recul pour relire ce que les autres ont pensé de tes commentaires, réfléchir à ton rôle dans la communauté, et surtout analyser tes résultats (est-ce que le partage dans cette communauté amène des choses concrètes dans ton business, et si oui comment l’améliorer encore)

Stratégie de communicationToute cette communication doit s’inscrire dans le cadre d’une stratégie plus générale où tu vas réfléchir à tous les endroits où tu veux être présent (pour cette communauté ou pour tes autres clients) : réseaux sociaux, blog, YouTube, groupe Facebook, … Tu dois savoir quel temps tu vas y consacrer, et à quelle fréquence.

RQ : tu peux te faire un « calendrier éditorial » où tu te notes par avance les jours où tu dois partager quelque chose avec la communauté (et de quoi tu peux parler), en plus de répondre spontanément à certaines demandes


Tu comprends bien à travers cet article que participer au sein d’une communauté peut prendre du temps. Je te conseille donc de le faire uniquement si le sujet t’intéresse vraiment et si les membres de cette communauté peuvent avoir un impact sur ta renommée ou indirectement sur ton chiffre d’affaire.

Il ne faut pas se lancer parce que d’autres le font, mais parce que tu penses que ça peut apporter quelque chose à ton entreprise. On est sur un travail de fond donc ça ne sert à rien d’y aller si tu laisses tomber dans deux mois. Par contre si tu sais bien choisir ta communauté et que tu t’y intègres bien, c’est vraiment un bon levier pour mieux te faire connaître et mieux comprendre ta cible. Il faut le voir non comme une obligation mais comme un plus que tu peux t’offrir si tu en as la volonté et les moyens (en terme de temps).

Si tu es déjà actif dans certaines communautés, n’hésite pas à partager ton expérience, ça pourra être profitable à toute la communauté des petits entrepreneurs qui se bougent dans leur communication !

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