Retour sur le Hub Forum

Le mois dernier, j’ai eu la chance d’assister au Hub Forum, la conférence sur digital, l’eCommerce, l’Innovation, la Communication et l’Influence (rien que ça!) organisée par Emmanuel Vivier et Vincent Ducrey.

L’une des sessions était dédiée au sport et plus précisément sur la capacité qu’a le sport à transformer des passions en communautés engagées (« Sport & Digital : Turning Passion Into Engaged Communities »), avec 3 speakers de renom : Michel Mimran, le Directeur Marketing du Paris-Saint-Germain, Jean-Robert Bellanger, Digital Marketing Manager de Red Bull et Xavier Spender, CEO de l’Equipe.fr.

Ce fut l’occasion pour ces 3 marques de dévoiler leurs points de vue sur le digital et le rôle de ce dernier dans la communication et dans l’organisation globale de l’entreprise.

Après une présentation des supports digitaux propres à Red Bull, Jean-Robert Bellanger nous explique en quoi le site internet est désormais devenu un média et non un simple site de la marque, « pour vendre du rêve avant de vendre du produit », dixit le Digital Marketing Manager

Les communautés RedBull sont engagées via les plateformes Red Bull, les médias partenaires ou des sites de sports extrêmes. La présence est également très forte sur les réseaux sociaux Facebook (32 millions de fans), Youtube (467 millions de vues) et Twitter (700 000 followers), pour toucher les passionnés, niche par niche, permettant de cibler certaines communautés, dans des disciplines spécifiques, comme par exemple Red Bull Crashed Ice, le jeu vidéo de la marque sur Kinect qui ne devrait pas tarder à voir le jour. Le tout magnifié grâce à un levier fort pour les engager : le livestream avec les exemples probants de Red Bull Stratos ou encore le Red Bull Rampage.

Retrouvez l’intervention de Jean-Robert Bellanger ci-dessous

[youtube]http://www.youtube.com/watch?v=d09IDroFJuc[/youtube]

Pour le Paris-Saint-Germain, la situation est tout autre. Le club, avec l’arrivée des Qataris, est en train de rentrer dans la court des grands avec des ramifications en terme de communication sur le digital et les médias sociaux à revoir entièrement. La stratégie expliquée par Michel Mimran est bien de passer d’un phénomène local « PSG » vers une vision d’une marque plus globale dans le top 10 des franchises sportives (Paris SG). En terme de communication, on peut le résumer par « Comment passer du PSG à la marque Paris Saint Germain ? » en voulant représenter Paris à travers le club. Pour lui, l’enjeu est donc bien de passer du Like au Love, de passer de la passion à la réelle relation mais se pose encore la question de savoir quel type de relation le PSG souhaite-t-il entretenir avec ses fans.

L’intervention de Michel Mimran

[youtube]http://www.youtube.com/watch?v=iRHuXPuYbNM[/youtube]

Finalement Xavier Spender, nouvel homme fort de l’équipe avec le lancement prochaine de la chaine TV sur la TNT, nous explique comment le digital a été intégré dans les activités de l’équipe et dévoile que le mobile représente 50% du trafic de l’équipe.fr mais seulement 10% des revenus.

Voici donc l’intervention de Xavier Spender

[youtube]http://www.youtube.com/watch?v=-5YtitaLD9g[/youtube]

Et la présentation de l’Equipe

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