Entretien avec Michel Mimran, Directeur Marketing du Paris Saint-Germain

Le Paris Saint-Germain finit l’année 2014 en trombe sur le digital avec plusieurs initiatives innovantes comme PariStories ou encore Dans La Peau du PSG. Sur les réseaux sociaux, le club a passé la barre des 15 millions de fans facebook lui permettant de passer la Juventus et intégrer le top 10 européen.

Sportsmarketing.fr en a profité pour s’entretenir avec Michel Mimran, Directeur Marketing du Paris Saint-Germain pour parler de la place du digital et des réseaux sociaux dans le club de la capitale.

Pour débuter, pouvez-vous nous rappeler le rôle du digital dans la communication et le marketing du Paris Saint-Germain ?

Initialement, le digital a été et reste le média parfait pour répondre au désir d’information de nos fans, très demandeurs d’actualités sur le club. Avec l’évolution du projet de la marque, les performances sur le terrain et les innovations technologiques, le digital devient un média total aux multiples facettes, grâce auquel la marque s’internationalise, communique, informe, anime, fidélise, vend, et divertit.

Quel est votre bilan à date du digital et des réseaux sociaux notamment depuis la reprise du club par QSI ?

Le bilan le plus simple et qui résumerait tout tient dans cette information : depuis le 17 Décembre dernier, le Paris Saint-Germain a intégré le Top Ten mondial des clubs de football en nombre de fans sur Facebook.

Vous avez réalisé récemment deux opérations qui ont attire les yeux du grand public sur le digital, à savoir Dans La Peau Du PSG avec Orange, partenaire du club, et PariStories avec Google, l’un des géants du digital. Que recherchez-vous dans ce type d’opérations avec des partenaires du club ?

Ces innovations, remarquées par toutes les communautés digitales, internautes et influenceurs, sont la manifestation du virage que nous réalisons pour devenir une véritable marque d’entertainment digital, et ne pas utiliser nos plateformes comme simples médias d’information. Les marques leaders que vous citez ont souhaité s’associer à notre capital de popularité et d’innovation, en apportant leurs propres valeurs. Ce sont deux initiatives parmi d’autres, destinées à élever l’expérience digitale de nos fans.

Vous avez passé la barre des 15 millions de fans facebook, mais il y a encore un gap important avec les rouleaux compresseurs européens que sont le Bayern Munich, le Real Madrid ou le FC Barcelona. Quelle est votre stratégie pour continuer à gagner du terrain ?

Si entrer dans le club fermé des 10 plus grands clubs du monde était pour nous une étape symbolique, nous ne nous lançons pas dans une course poursuite pour autant : résider parmi ces 10 était important pour nous. Nul doute que nous continuerons à voir notre base de fans grandir, mais l’accent continuera à être mis sur l’innovation et l’animation de cette base.

Un joueur comme David Luiz a plus de fans facebook que le club, comment intégrez-vous les joueurs dans votre stratégie de communication sur les réseaux sociaux ?

Cette intégration est à la fois naturelle et informelle : dans cette grande « République du Football » à laquelle nous appartenons, les joueurs sont des citoyens libres qui animent leurs communautés comme ils l’entendent. Mais nous construisons ensemble, avec les joueurs et les marques partenaires une grande « Communauté Paris Saint-Germain » qui aujourd’hui compte plus d’une centaine de millions de fans.

Le Paris Saint-Germain est en train de se faire un nom sur la scène internationale. Justement, quelle est votre approche pour intégrer les supporters et fans étrangers sur le digital ?

C’est un challenge important. Plus de 85% de nos fans ne sont pas français sur Facebook, et beaucoup de territoires éloignés de notre ville manifestent un grand intérêt pour le club. Notre volonté est d’animer ces communautés de fans basées au Brésil, au Moyen-Orient, en Indonésie, dans le reste de l’Europe, en créant pour eux des contenus adaptés, dans leur langue, et c’est un effort que nous allons intensifier.

Quelle est la place du mobile dans le digital pour le PSG ?

C’est une place forcément très importante, destinée à devenir centrale, dans notre écosystème digital. Nous avons lancé un certain nombre d’applications qui ont rencontré un succès légitime, et nous allons lancer une réflexion sur l’organisation de toutes ces applications dans une « application portail » unique. Les univers que nous souhaitons explorer sur le mobile sont nombreux, et plusieurs lancements se préparent pour 2015.

Comment le digital contribue à améliorer l’expérience le jour de match pour un fan ? Est-ce que vous pensez pouvoir aller plus loin ?

L’arrivée prochaine du WiFi au Parc des Princes, très attendue par nos fans, marquera une étape décisive dans l’expérience digitale que nos supporters vivront au stade comme vous vous en doutez, et sur laquelle nous travaillons en ce moment même….

 

 

Encore merci à Michel Mimran et à l’équipe digitale du Paris Saint-Germain pour leur disponibilité pour réaliser cet entretien.

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