{"id":109236,"date":"2023-03-29T22:30:00","date_gmt":"2023-03-30T03:30:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/capital-de-marque-comment-proteger-votre-reputation-en-periode-de-crise-2\/"},"modified":"2023-03-29T22:30:00","modified_gmt":"2023-03-30T03:30:00","slug":"capital-de-marque-comment-proteger-votre-reputation-en-periode-de-crise-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/local-search\/capital-de-marque-comment-proteger-votre-reputation-en-periode-de-crise-2\/","title":{"rendered":"Capital de marque : comment prot\u00e9ger votre r\u00e9putation en p\u00e9riode de crise"},"content":{"rendered":"<p>En ces temps hyperconcurrentiels, votre capital de marque est plus important que jamais. Il s&#8217;agit de la notori\u00e9t\u00e9 de votre marque et de l&#8217;influence qu\u2019elle exerce sur les consommateurs. Les entreprises qui b\u00e9n\u00e9ficient d&#8217;un capital de marque positif ont plus de chances de fid\u00e9liser leurs clients, peuvent mieux positionner le prix de leurs produits et services et, d&#8217;une mani\u00e8re g\u00e9n\u00e9rale, enregistrent de meilleures performances.<br \/>\nDans un contexte \u00e9conomique difficile, la notori\u00e9t\u00e9 de votre marque est \u00e9videmment plus importante que jamais. Voici comment vous la d\u00e9fendrez au mieux.<\/p>\n<h2>Votre capital de marque est essentiel \u00e0 votre croissance<\/h2>\n<p>Aujourd&#8217;hui, la valeur d&#8217;une marque ne se construit pas seulement \u00e0 grand renfort de marketing et de publicit\u00e9, mais aussi et surtout en offrant \u00e0 vos clients une exp\u00e9rience qui leur donnera envie de revenir, voire d\u2019en parler autour d\u2019eux. Pour fid\u00e9liser vos clients \u00e0 long terme, vous devez les placer au centre de vos pr\u00e9occupations, en leur offrant constamment des exp\u00e9riences qui r\u00e9pondent \u00e0 leurs besoins et \u00e0 leurs pr\u00e9f\u00e9rences. Dit comme cela, c\u2019est tr\u00e8s simple\u2026 Mais la r\u00e9alit\u00e9 nous montre qu\u2019il est plus difficile que jamais de satisfaire les consommateurs, et que la r\u00e9putation de votre marque, quelle qu\u2019elle soit, est soumise \u00e0 bien des al\u00e9as. Nous savons par exemple que les avis et commentaires ont une influence d\u00e9cisive sur les clients, qui reconsid\u00e8rent tr\u00e8s rapidement leur choix en cas de commentaires ou d&#8217;avis n\u00e9gatifs.<\/p>\n<p>Voil\u00e0 pourquoi il est essentiel de <a href=\"\/fr-ca\/services\/reputation-management\/\">toujours savoir ce qui se dit sur votre marque et vos produits, pour pouvoir r\u00e9agir si besoin est, et surtout <\/a> d\u2019utiliser ces avis directs et sans filtre pour ajuster votre positionnement et votre offre aux besoins du moment.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-68626 aligncenter\" src=\"\/wpe-content\/uploads\/2023\/03\/image-1_FR-1-300x262.png\" alt=\"\" width=\"650\" height=\"568\" \/><\/p>\n<p>Chez DAC, nous couvrons l&#8217;ensemble de la gestion de marque, mais nous nous concentrons ici plus sp\u00e9cifiquement sur la mani\u00e8re dont nous analysons la notori\u00e9t\u00e9 de marque. Celle-ci se divise en deux parties intrins\u00e8quement li\u00e9es mais en m\u00eame temps tr\u00e8s distinctes : l&#8217;analyse du sentiment de la marque et la gestion de la r\u00e9putation en ligne.<\/p>\n<h2>\u00c9coutez et analysez ce que le public pense de votre marque<\/h2>\n<p>L\u2019 <a href=\"https:\/\/sproutsocial.com\/insights\/social-media-sentiment-analysis\/\" target=\"_blank\" rel=\"noopener\">analyse de sentiment<\/a> examine le langage et le ton employ\u00e9s dans les commentaires sur votre marque et peut vous indiquer si les gens parlent de votre marque de facon positive, n\u00e9gative ou neutre.<br \/>\nC&#8217;est un excellent moyen de lire entre les lignes et d&#8217;observer, \u00e0 grande \u00e9chelle, comment les gens r\u00e9agissent au lancement de nouveaux produits, \u00e0 vos campagnes ou \u00e0 votre marque en g\u00e9n\u00e9ral. Des outils de surveillance comme Sprout Social ou Meltwater vous permettent d&#8217;acc\u00e9der \u00e0 une analyse exhaustive.<br \/>\nCette compr\u00e9hension est \u00e9galement essentielle dans votre strat\u00e9gie pour obtenir davantage d&#8217;avis, et surtout de meilleures \u00e9valuations et des commentaires de meilleure qualit\u00e9.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-68650 aligncenter\" src=\"\/wpe-content\/uploads\/2023\/03\/image-2_FR-300x212.png\" alt=\"\" width=\"645\" height=\"456\" \/><\/p>\n<h2>G\u00e9rez votre reputation en ligne<\/h2>\n<p>Il n&#8217;a jamais \u00e9t\u00e9 aussi facile de publier des commentaires n\u00e9gatifs en ligne de mani\u00e8re anonyme, et il est donc devenu absolument n\u00e9cessaire d&#8217;adopter des mesures pour prot\u00e9ger votre image de marque. La surveillance de votre marque vous aide \u00e0 <a href=\"https:\/\/info.dacgroup.com\/fr-ca\/rapport-sur-la-gestion-de-la-reputation?_ga=2.53002798.76821648.1679952572-2041833666.1680029159\" target=\"_blank\" rel=\"noopener\"> rester au top de votre r\u00e9putation<\/a> et \u00e0 g\u00e9rer les critiques avant qu&#8217;elles ne vous discr\u00e9ditent. \u00c9couter les avis et les commentaires en ligne et disposer d&#8217;un processus pour y r\u00e9pondre et les g\u00e9rer peut accro\u00eetre la confiance en votre marque et montrer que vous prenez r\u00e9ellement en compte l\u2019avis de vos clients.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-68674 aligncenter\" src=\"\/wpe-content\/uploads\/2023\/03\/image-3_FR-300x98.png\" alt=\"\" width=\"649\" height=\"212\" \/><\/p>\n<h2>Observer les bons indicateurs<\/h2>\n<p>Essayer de tout suivre et tout contr\u00f4ler partout est illusoire. Il est pr\u00e9f\u00e9rable d&#8217;avoir une approche intentionnelle et de surveiller et g\u00e9rer les quelques canaux qui ont le plus d\u2019influence sur les performances de votre entreprise. Cela vous \u00e9vite de collecter une quantit\u00e9 \u00e9crasante de donn\u00e9es dont il est difficile de tirer des conclusions et vous aide \u00e0 obtenir plus de clart\u00e9 dans les r\u00e9sultats.<br \/>\nLes principaux canaux \u00e0 surveiller sont les suivants :<\/p>\n<ul>\n<li>Les m\u00e9dias en ligne specialis\u00e9s<\/li>\n<li>Les plateformes de r\u00e9seaux sociaux<\/li>\n<li>Les forums comme Reddit ou Quora<\/li>\n<li>Les sites de revue comme Tripadvisor, Trustpilot ou Yelp<\/li>\n<li>Google (bien s\u00fbr !)<\/li>\n<\/ul>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Plus de nouvelles            <\/h2>\n            <p class=\"subtitle\">\n                Recevez des analyses exclusives sur les tendances cl\u00e9s du num\u00e9rique, directement par courriel.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d2d561ded41'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Courriel' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Soumettre<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d2d561ded41');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'abac2954-39ca-4f0f-a2d7-0f175625a82e';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/abac2954-39ca-4f0f-a2d7-0f175625a82e', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Merci de vous \u00eatre abonn\u00e9(e) !');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"Une erreur s'est produite lors de la soumission du formulaire.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Si vous avez cr\u00e9\u00e9 des hashtags, ou tagu\u00e9 vos posts dans Sprout, vous pouvez suivre ces posts et comprendre quelles campagnes et quels types de r\u00e9ponse ont r\u00e9ussi, ou pas.<\/p>\n<h2>Donnez de la valeur \u00e0 votre marque<\/h2>\n<p>Lorsque vous savez o\u00f9 les gens parlent de votre marque, il est beaucoup plus facile de leur r\u00e9pondre. En r\u00e9pondant publiquement aux critiques ou aux commentaires, vous montrez \u00e0 votre public que vous \u00eates concern\u00e9 par ce qui se dit.<br \/>\nCela montre \u00e9galement que vous \u00eates accessible et disponible pour aider vos clients. Lorsque vous manquez l&#8217;occasion de r\u00e9pondre \u00e0 des questions ou \u00e0 des critiques en ligne, il peut sembler que votre marque n&#8217;\u00e9coute pas ses clients, voire qu\u2019elle les ignore. Pour relever ce d\u00e9fi, nous avons mis en place un processus enti\u00e8rement bas\u00e9 sur la surveillance, qui vous permet \u00e1 la fois de r\u00e9pondre aux avis de fa\u00e7on syst\u00e9matique, et d\u2019augmenter leur nombre ainsi que leur qualit\u00e9.<\/p>\n<p>Pour l&#8217;un de nos clients, un grand fabricant mondial d&#8217;\u00e9lectronique et de t\u00e9l\u00e9phonie mobile, nous avons tripl\u00e9 le nombre d&#8217;avis en un mois et augment\u00e9 la note moyenne des avis de 2,7 \u00e0 4,2.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-68746 aligncenter\" src=\"\/wpe-content\/uploads\/2023\/03\/image-6_FR-300x193.png\" alt=\"\" width=\"657\" height=\"423\" \/><\/p>\n<h2>Pour r\u00e9sumer, gardez les yeux ouverts !<\/h2>\n<p>La notori\u00e9t\u00e9 de votre marque exige que vous gardiez un \u0153il vigilant sur sa perception au travers des r\u00e9seaux en ligne. Il existe de nombreuses fa\u00e7ons d&#8217;aborder ce sujet selon votre industrie, votre marque, vos objectifs, votre budget et votre audience. L&#8217;essentiel est d&#8217;\u00eatre entour\u00e9 d&#8217;une \u00e9quipe qui m\u00e8ne votre marque l\u00e0 o\u00f9 elle veut aller \u2013 comme DAC par exemple\u2026 alors parlons-en !<\/p>\n<p><a class=\"btn blog-contact-btn\">CONTACTEZ-NOUS<\/a><\/p>\n<div id=\"pdfDownload\">\n\t\t\t\t\t<script>\n\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\tportalId: 5408011,\n\t\t\t\t\t\t\t\tformId: \"64e2ab4c-3875-4e0c-9163-ad6fe2da7e6f\",\n\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1775424865000-0002499955\",\n\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t})});\n\t\t\t\t\t<\/script>\n\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1775424865000-0002499955\"><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>En ces temps hyperconcurrentiels, votre capital de marque est plus important que jamais. Il s&#8217;agit de la notori\u00e9t\u00e9 de votre marque et de l&#8217;influence qu\u2019elle exerce sur les consommateurs. Les entreprises qui b\u00e9n\u00e9ficient d&#8217;un capital de marque positif ont plus de chances de fid\u00e9liser leurs clients, peuvent mieux positionner le prix de leurs produits et [&hellip;]<\/p>\n","protected":false},"author":388,"featured_media":109191,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.75,"reading_level_needs_review":"0","footnotes":""},"categories":[2885],"tags":[],"class_list":["post-109236","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local-search"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Capital de marque : comment prot\u00e9ger votre r\u00e9putation en p\u00e9riode de crise | DAC<\/title>\n<meta name=\"description\" content=\"Dans un contexte \u00e9conomique difficile, la d\u00e9fense de votre marque est plus importante que jamais. 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