{"id":5642,"date":"2015-10-27T09:00:40","date_gmt":"2015-10-27T08:00:40","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=5642"},"modified":"2025-05-26T12:54:59","modified_gmt":"2025-05-26T10:54:59","slug":"newsjacking-quand-lactualite-inspire-les-community-managers","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/campagnes-publicitaires-2\/newsjacking-quand-lactualite-inspire-les-community-managers\/","title":{"rendered":"Newsjacking : quand l\u2019actualit\u00e9 inspire les community managers"},"content":{"rendered":"

La cr\u00e9ativit\u00e9 et la r\u00e9activit\u00e9 font partie des qualit\u00e9s\u00a0employ\u00e9es au quotidien par les community managers et quelques exemples fameux de newsjacking l\u2019illustrent bien.<\/p>\n

Ainsi, le newsjacking, qui d\u00e9signe le fait pour un community manager de s\u2019emparer d\u2019un \u00e9v\u00e9nement pour le d\u00e9tourner en direct<\/strong> sur les r\u00e9seaux sociaux, permet parfois de propulser une marque au centre des conversation sur les r\u00e9seaux sociaux au moins aussi efficacement qu’une campagne publicitaire orchestr\u00e9e de longue date.\u00a0Quelques posts adoptant cette strat\u00e9gie ont notamment fait leur entr\u00e9e dans\u00a0l’anthologie des community managers\u00a0ces derni\u00e8res ann\u00e9es.<\/p>\n

Or\u00e9o et le black-out du super bowl (2013)<\/h2>\n

La finale du Super Bowl n\u2019est pas seulement l\u2019\u00e9v\u00e9nement sportif le plus regard\u00e9 aux Etats-Unis mais aussi une v\u00e9ritable grande messe publicitaire<\/strong> : les spots diffus\u00e9s durant la mi-temps du match se distinguent par leur cr\u00e9ativit\u00e9 mais aussi par leur co\u00fbt de diffusion qui atteignent des sommets (plus de\u00a0150\u00a0000 $ la seconde pour plus de 100 millions de t\u00e9l\u00e9spectateurs).<\/p>\n

Pourtant, gr\u00e2ce aux r\u00e9seaux sociaux, une des op\u00e9rations de communication les plus remarqu\u00e9es de l\u2019\u00e9dition 2013 n\u2019a pas co\u00fbt\u00e9 un centime en achat d\u2019espace.<\/p>\n

Ce jour-l\u00e0, en plein match, une coupure de\u00a0courant plonge le stade dans le noir pendant 34 minutes et il n\u2019en faut pas plus \u00e0 l\u2019\u00e9quipe social media<\/a> de la marque (une quinzaine de personne) pour sortir ce post :<\/p>\n

\"Oreo<\/p>\n

Plus d\u2019\u00e9lectricit\u00e9\u00a0? Pas de probl\u00e8me, vous pouvez toujours dunker dans le noir<\/em><\/p>\n

Et la r\u00e9activit\u00e9 d’Or\u00e9o en plein black-out fait mouche : le post totalise rapidement plus de 15 000 retweets<\/strong> et 20 000 likes<\/strong> sur Facebook, pla\u00e7ant la marque au c\u0153ur des conversations sur les r\u00e9seaux sociaux.<\/p>\n

Snickers\u00a0remporte la coupe du monde des Community Managers<\/h2>\n

Le 24 juin 2014 un duel\u00a0d\u00e9cisif pour la sortie des phases de poules de la Coupe du Monde de Football oppose\u00a0l’Uruguay et l’Italie lorsque le sud-am\u00e9ricain Luis Suarez \u00e9cope d’un carton rouge… pour avoir mordu un joueur adverse.<\/p>\n

Si parmi les commentateurs, les r\u00e9actions oscillent entre l’amusement et la stup\u00e9faction, l’\u00e9v\u00e9nement inspire Snickers qui ne tarde pas \u00e0 adresser un message \u00e0 l’int\u00e9ress\u00e9<\/strong> dans un post plein d’ironie :<\/p>\n

\"Snickers<\/p>\n

\u00a0\u00a0\u00ab\u00a0Hey Suarez, la prochaine fois que tu as faim prends simplement un Snickers.<\/em><\/p>\n

Plus satisfaisant qu’un italien. Snickers.\u00a0\u00bb<\/p>\n

Et encore une fois, sans besoin\u00a0d’achat d’espace, Snickers b\u00e9n\u00e9ficie d’une exposition inesp\u00e9r\u00e9e sur les r\u00e9seaux sociaux avec plus de\u00a039 000 retweets<\/strong>, 17 000 favoris<\/strong>, 5 000 likes<\/strong> sur facebook, et 5 000 nouveaux\u00a0followers sur Twitter en l’espace de deux jours.<\/p>\n

Heineken r\u00e9agit au Bendgate Apple<\/h2>\n

En septembre 2014, Apple voit\u00a0de nombreux usagers se plaindre de voir leur t\u00e9l\u00e9phone se d\u00e9former beaucoup trop facilement dans les poches, c’est le fameux BendGate<\/strong>.<\/p>\n

Il n’en faut pas plus pour inspirer le Community Manager<\/a> d’Heineken qui adresse\u00a0un tweet de consolation \u00e0 Apple<\/strong> :<\/p>\n

\"Heineken<\/p>\n

Cher Apple… #BendGate Ne vous inqui\u00e9tez pas… \u00e7a nous arrive \u00e0 chaque fois<\/em><\/p>\n

Pas s\u00fbr que la marque \u00e0 la pomme ait \u00e9t\u00e9 pli\u00e9e de rire en d\u00e9couvrant la boutade\u00a0mais les internautes semblent appr\u00e9cier puisque le post est retweet\u00e9 pas moins de 11 000 fois<\/strong> pour 4 468 favoris.<\/p>\n

Eurostar salue l’arriv\u00e9e de Beckham au PSG<\/h2>\n

En 2013, le mercato hivernal est marqu\u00e9 par l’arriv\u00e9e de David Beckham<\/strong> dans le club de la capitale et les montants vertigineux d\u00e9pens\u00e9s par les investisseurs du club inspirent la compagnie Eurostar qui en profite pour sortir une campagne soulignant ses tarifs avantageux :<\/p>\n

\"Eurostar\"<\/p>\n

La star du football anglaise\u00a0d\u00e9barque \u00e0 Paris. Montant du transfert : 88 \u20ac.<\/i><\/p>\n

Sixt, sp\u00e9cialiste du newsjacking<\/h2>\n

Plus de 383 000 likes sur Facebook et pas loin de 5 000 abonn\u00e9s sur Twitter, pas mal pour un simple service de location de voitures. Si la marque Sixt parvient \u00e0 ces sommets sur les r\u00e9seaux sociaux, elle le doit sans doute beaucoup \u00e0 son \u00e9quipe de community managers qui s’est illustr\u00e9e \u00e0 plusieurs reprises<\/a> ces derni\u00e8res ann\u00e9es en d\u00e9tournant l’actualit\u00e9, floril\u00e8ge :<\/p>\n

Sixt s’amuse des malheurs de Silvio Berlusconi :<\/p>\n

\"Sixt<\/p>\n

A l’annonce de la grossesse de Carla Bruni-Sarkozy :<\/p>\n

\"Sixt<\/p>\n

Apr\u00e8s les r\u00e9v\u00e9lations des vir\u00e9es en scooter de Fran\u00e7ois Hollande :<\/p>\n

\"Sixt<\/p>\n

Suite au d\u00e9placement du Premier Ministre M Valls pour voir un match de football en famille \u00e0 bord d’un jet :<\/p>\n

\"Sixt<\/p>\n

R\u00e9cemment, Sixt a r\u00e9cidiv\u00e9 pendant les d\u00e9boires judiciaires du pr\u00e9sident de la FIFA :<\/p>\n

\"Sixt<\/p>\n","protected":false},"excerpt":{"rendered":"

La cr\u00e9ativit\u00e9 et la r\u00e9activit\u00e9 font partie des qualit\u00e9s employ\u00e9es au quotidien par les community managers et quelques exemples fameux de newsjacking l\u2019illustrent bien.<\/p>\n

Ainsi, le […]<\/p>\n","protected":false},"author":15,"featured_media":5663,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[53],"tags":[226,995,191,232,1008,1016,29,1018,1015,999,56,1017,1019,103],"class_list":["post-5642","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-campagnes-publicitaires-2","tag-apple","tag-campagnes","tag-community-management","tag-community-manager","tag-creativite","tag-eurostar","tag-facebook","tag-heineken","tag-newsjacking","tag-oreo","tag-reseaux-sociaux","tag-sixt","tag-snickers","tag-twitter"],"yoast_head":"\nNewsjacking : quand l\u2019actualit\u00e9 inspire les community managers - Agence digitale ODW<\/title>\n<meta name=\"description\" content=\"Quelques exemples de newsjacking qui d\u00e9montrent le potentiel de r\u00e9activit\u00e9 qu'offrent les r\u00e9seaux sociaux aux community managers bien inspir\u00e9s\" \/>\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.odw.fr\/blog\/campagnes-publicitaires-2\/newsjacking-quand-lactualite-inspire-les-community-managers\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Newsjacking : quand l\u2019actualit\u00e9 inspire les community managers - 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