{"id":1045,"date":"2011-05-27T00:00:00","date_gmt":"1970-01-01T00:00:00","guid":{"rendered":"http:\/\/absolute-trendsetter.over-blog.com\/article-74865433-6.html"},"modified":"2011-05-27T00:00:00","modified_gmt":"1970-01-01T00:00:00","slug":"amenlebuzzduvide","status":"publish","type":"post","link":"https:\/\/www.audreyrochas.com\/missmad\/2011\/05\/27\/amenlebuzzduvide\/","title":{"rendered":"Amen : le buzz du vide"},"content":{"rendered":"


\n\"Amen\"
\n<\/a>Mais qu\u2019est-ce que c\u2019est que ce titre ? Avis aux non-initi\u00e9s
\n: c\u2019est un petit tour de force<\/strong> dans le monde virtuel. Comment cr\u00e9er un buzz<\/strong> avec\u2026 rien !<\/p>\n

L\u2019id\u00e9e : une baseline<\/strong>, un nom \u00e9vocateur (Amen<\/a>) et deux pauvres pages html sans contenu (le texte de la homepage est en r\u00e9alit\u00e9 une
\nimage, autant dire que la page est vide).<\/p>\n

D\u2019habitude, quand on veut faire du buzz<\/strong>, on s\u2019adjoint une \u00e9quipe cr\u00e9ative<\/strong> avec de vraies bonnes id\u00e9es dedans et une \u00e9quipe technique<\/strong> qui touche
\nsa bille pour faire des sites \/ vid\u00e9os \/ animations qui en jettent. Rien de tout cela ici : on bouscule les codes, m\u00eame mieux : on les ignore totalement en prenant le contrepied.<\/p>\n

Et c\u2019est \u00e7a qui fait le double buzz<\/strong> (un peu comme le deuxi\u00e8me effet Kiss Cool<\/strong>). Non seulement on parle d\u2019Amen<\/a>
\nparce que les aspirants d\u00e9veloppeurs<\/strong> et community managers<\/strong> allemands se sont trouv\u00e9s interloqu\u00e9s (oui, j\u2019ai bien utilis\u00e9 \u201cinterloqu\u00e9s\u201d et non, ce n\u2019\u00e9tait pas un
\npari) et font passer l\u2019info autour d\u2019eux (premier buzz<\/strong>), mais en plus on parle d\u2019eux parce que, justement, on parle d\u2019eux alors qu\u2019il n\u2019y a rien de spectaculaire derri\u00e8re leur
\ncampagne de recrutement.<\/p>\n

Signe d\u2019une \u00e9volution d’u web ? Quoiqu\u2019il en soit, aujourd\u2019hui, le less is more<\/strong> paie. Combien de community managers<\/strong> font des pieds et des mains, en imaginant des
\nleviers divers et vari\u00e9s tous plus barr\u00e9s les uns que les autres, pour obtenir le m\u00eame r\u00e9sultat ? Vous n\u2019avez pas la r\u00e9ponse ? Moi non plus, mais une approximation coh\u00e9rente est : beaucoup (pour
\nne pas dire la plupart).<\/p>\n

Si le community management<\/strong> est en passe d\u2019int\u00e9grer (enfin) des dimensions de communication<\/strong> et strat\u00e9gie<\/strong> classiques en mettant en \u0153uvre des
\nmoyens qui vont bien au-del\u00e0 de la simple gestion de clients sociaux et des interventions sur les blogs et forums, se d\u00e9marquer devient de plus en plus difficile. A grands renforts d\u2019\u00e9quipes
\ncr\u00e9atives, certaines marques se distinguent. Alors \u00e9videmment, la d\u00e9marche d\u2019Amen<\/a> \u00e9tait certainement plus que r\u00e9fl\u00e9chie, mais le r\u00e9sultat est
\nprobant : pas de vid\u00e9o virale, pas d\u2019effets sp\u00e9ciaux, pas de pub chiad\u00e9e\u2026 Deux pages, z\u00e9ro contenu, un buzz<\/strong>\u2026<\/p>\n

Seen on Presse Citron<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Mais qu\u2019est-ce que c\u2019est que ce titre ? Avis aux non-initi\u00e9s : c\u2019est un petit tour de force dans le monde virtuel. Comment cr\u00e9er un buzz avec\u2026 rien ! L\u2019id\u00e9e : une baseline, un nom \u00e9vocateur (Amen) et deux pauvres pages html sans contenu (le texte de la homepage est en r\u00e9alit\u00e9 une image, autant […]<\/p>\n","protected":false},"author":1,"featured_media":3057,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[11],"tags":[],"yoast_head":"\nAmen : le buzz du vide - Miss Mad<\/title>\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.audreyrochas.com\/missmad\/2011\/05\/27\/amenlebuzzduvide\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amen : le buzz du vide - Miss Mad\" \/>\n<meta property=\"og:description\" content=\"Mais qu\u2019est-ce que c\u2019est que ce titre ? 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