{"id":8550,"date":"2020-04-14T11:10:08","date_gmt":"2020-04-14T10:10:08","guid":{"rendered":"https:\/\/webdev.topymedia.com\/refontetopymedia\/?p=8550"},"modified":"2020-04-14T11:10:08","modified_gmt":"2020-04-14T10:10:08","slug":"covid-19-comment-les-marques-adaptent-leur-communication","status":"publish","type":"post","link":"https:\/\/webdev.topymedia.com\/refontetopymedia\/covid-19-comment-les-marques-adaptent-leur-communication\/","title":{"rendered":"Covid-19 | Comment les marques adaptent leur communication ?"},"content":{"rendered":"<p>En cette p\u00e9riode de crise, nombreuses sont les marques qui se demandent si et comment elles doivent r\u00e9agir ? Quelle strat\u00e9gie mettre en place pour assurer la continuit\u00e9 tout en tenant compte de la situation ? Sur quels sujets prendre la parole ? Comment conserver le lien avec sa communaut\u00e9 en p\u00e9riode de distanciation sociale ? Autant de questions sur lesquelles <a href=\"https:\/\/webdev.topymedia.com\/refontetopymedia\" title=\"agence web bassin d'arcachon\">Topymedia<\/a> vous apporte un \u00e9clairage \u00e0 travers quelques exemples r\u00e9ussis, ou moins, de marques qui investissent les r\u00e9seaux sociaux.<!--more--><\/p>\n<h2><strong>#R\u00e9assurance<\/strong><\/h2>\n<p>Tr\u00e8s rapidement apr\u00e8s l\u2019annonce de la fermeture de la majorit\u00e9 des lieux publics, les marques ont pris la parole, avec pour mot d\u2019ordre la r\u00e9assurance. Beaucoup de consommateurs se posaient en effet de nombreuses questions et les diff\u00e9rentes enseignes commer\u00e7antes ont communiqu\u00e9 pour r\u00e9pondre aux inqui\u00e9tudes.<\/p>\n<p><strong>Boulanger<\/strong> r\u00e9pond \u00e0 des questions tr\u00e8s pragmatiques :<br \/>\n<img decoding=\"async\" class=\"size-full wp-image-8551\" src=\"https:\/\/webdev.topymedia.com\/refontetopymedia\/wp-content\/uploads\/2020\/04\/1.png\" alt=\"\" width=\"369\" height=\"370\" \/><\/p>\n<p><strong>Birchbox<\/strong> a anticip\u00e9 les frustrations, en d\u00e9diant un post aux possibles retards de livraison :<\/p>\n<p><img decoding=\"async\" class=\" size-full wp-image-8552\" src=\"https:\/\/webdev.topymedia.com\/refontetopymedia\/wp-content\/uploads\/2020\/04\/2.png\" alt=\"\" width=\"1120\" height=\"716\" \/><\/p>\n<h2><strong>#P\u00e9dagogie<\/strong><\/h2>\n<p>Des marques accompagnent leurs communaut\u00e9s dans les bons r\u00e9flexes \u00e0 adopter.<\/p>\n<p>Que ce soit <strong>Auchan<\/strong>, pour rappeler les pr\u00e9cautions sanitaires prises par l\u2019enseigne ou celles \u00e0 respecter pour les consommateurs en magasins\u00a0:<\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-8553\" src=\"https:\/\/webdev.topymedia.com\/refontetopymedia\/wp-content\/uploads\/2020\/04\/6.png\" alt=\"\" width=\"474\" height=\"692\" \/><br \/>\nOu <strong>Frichti<\/strong> pour sensibiliser aux r\u00e8gles sanitaires qui s\u2019appliquent \u00e9galement \u00e0 la livraison \u00e0 domicile :<\/p>\n<p><img decoding=\"async\" class=\" size-full wp-image-8554\" src=\"https:\/\/webdev.topymedia.com\/refontetopymedia\/wp-content\/uploads\/2020\/04\/7.png\" alt=\"\" width=\"360\" height=\"679\" \/><\/p>\n<h2><strong>#Adaptation<\/strong><\/h2>\n<p>La vie ne s\u2019arr\u00eate pas pour autant et de nombreuses marques continuent de prendre la parole sur leurs offres, services et produits, tout en adaptant leurs messages.<\/p>\n<p>Ainsi, <strong>Habitat<\/strong> surfe sur le t\u00e9l\u00e9travail pour valoriser ses produits sous l\u2019angle du conseil\u00a0:<\/p>\n<p><img decoding=\"async\" class=\" size-full wp-image-8555\" src=\"https:\/\/webdev.topymedia.com\/refontetopymedia\/wp-content\/uploads\/2020\/04\/12.jpg\" alt=\"\" width=\"1100\" height=\"710\" \/><\/p>\n<p>Ou <strong>Louyetu<\/strong>, qui d\u00e9bute un journal de bord, dont le jour 1 est plac\u00e9 sous le signe de la coquetterie\u00a0: \u00ab\u00a0\/\/ DAY 1 \/\/ On reste coquettes\u00a0\u00bb, bien \u00e9videmment avec une de leurs parures\u00a0!<\/p>\n<p><img decoding=\"async\" class=\" size-full wp-image-8556\" src=\"https:\/\/webdev.topymedia.com\/refontetopymedia\/wp-content\/uploads\/2020\/04\/13.jpg\" alt=\"\" width=\"1007\" height=\"645\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Deliveroo<\/strong> continue de nous faire saliver, avec un magnifique Bobun \u00ab\u00a0pour bien commencer la semaine\u00a0\u00bb, en rappelant que le service de livraison de la marque reste disponible.<\/p>\n<p><img decoding=\"async\" class=\" size-full wp-image-8557\" src=\"https:\/\/webdev.topymedia.com\/refontetopymedia\/wp-content\/uploads\/2020\/04\/14.jpg\" alt=\"\" width=\"1028\" height=\"644\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>#Activit\u00e9sconfin\u00e9es<\/strong><\/h2>\n<p>Le long confinement peut angoisser alors les marques surfent sur ce sentiment pour proposer \u00e0 leurs communaut\u00e9s des activit\u00e9s et des id\u00e9es de passe-temps.<\/p>\n<p><strong>Hema<\/strong> est venu en aide aux parents et propose de passer un petit moment en cuisine avec ses enfants pour pr\u00e9parer quelques g\u00e2teaux \u00e0 l\u2019approche de P\u00e2ques :<\/p>\n<p><img decoding=\"async\" class=\" size-full wp-image-8558\" src=\"https:\/\/webdev.topymedia.com\/refontetopymedia\/wp-content\/uploads\/2020\/04\/16.jpg\" alt=\"\" width=\"881\" height=\"644\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>#PositiveAttitude<\/strong><\/h2>\n<p>La situation est grave, mais garder le sourire est important, et certaines marques continuent dans leur lign\u00e9e \u00e9ditoriale, en prenant la parole avec humour et bonne humeur comme par exemple <strong>L\u2019avant-gardiste<\/strong>, <strong>Interflora<\/strong> ou <strong>Tasty<\/strong>.<\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-8559 \" src=\"https:\/\/webdev.topymedia.com\/refontetopymedia\/wp-content\/uploads\/2020\/04\/20.png\" alt=\"\" width=\"949\" height=\"612\" \/><\/p>\n<h2><strong>#Al\u2019Ouest<\/strong><\/h2>\n<p>Quelques marques semblent quant \u00e0 elle vivre dans une autre galaxie et faire abstraction de l\u2019actualit\u00e9.<\/p>\n<p>Ainsi sur Instagram, <strong>Ikea<\/strong> lance malgr\u00e9 tout son programme \u00ab\u00a0La petite pi\u00e8ce\u00a0\u00bb, sans avoir pris la parole sur le COVID 19 (un post a certes \u00e9t\u00e9 d\u00e9di\u00e9 sur Facebook). Le contenu n\u2019est pas la question ici, mais plut\u00f4t la mani\u00e8re de faire\u2026 Les commentaires s\u2019orientent d\u2019ailleurs en majorit\u00e9 sur des questions li\u00e9es \u00e0 l\u2019actualit\u00e9 (fermeture des magasins, livraisons \u00e0 domicile, etc.).<\/p>\n<p><img decoding=\"async\" class=\" size-full wp-image-8560\" src=\"https:\/\/webdev.topymedia.com\/refontetopymedia\/wp-content\/uploads\/2020\/04\/23.png\" alt=\"\" width=\"864\" height=\"719\" \/><\/p>\n<p><strong>H&amp;M<\/strong> prend la parole sur Instagram, <em>comme si de rien n\u2019\u00e9tait<\/em>, sur l\u2019un de ses produits. Les commentaires, \u00e0 l\u2019instar d\u2019Ikea, sont tout aussi d\u00e9corr\u00e9l\u00e9s du contenu du post. L\u2019image de marque en p\u00e2tie malheureusement.<\/p>\n<p><img decoding=\"async\" class=\" size-full wp-image-8563\" src=\"https:\/\/webdev.topymedia.com\/refontetopymedia\/wp-content\/uploads\/2020\/04\/24.jpg\" alt=\"\" width=\"961\" height=\"709\" \/><\/p>\n<p>Et la communication suivante n\u2019est pas sur les r\u00e9seaux sociaux, mais on ne pouvait pas se priver de ce si bel exemple, offert par <strong>Sixt,<\/strong> de ce qu\u2019il vaut mieux \u00e9viter de faire en ces circonstances !<\/p>\n<p><img decoding=\"async\" class=\" size-full wp-image-8564\" src=\"https:\/\/webdev.topymedia.com\/refontetopymedia\/wp-content\/uploads\/2020\/04\/27.png\" alt=\"\" width=\"397\" height=\"640\" \/><\/p>\n<p>Voici un panorama des diff\u00e9rentes prises de parole des marques en cette p\u00e9riode de confinement et de crise covid-19. Simples coups de com\u2019 ou v\u00e9ritables coups de c\u0153ur, la fronti\u00e8re reste t\u00e9nue\u2026 mais ce qui est s\u00fbr c\u2019est que les marques doivent savoir prendre en consid\u00e9ration la situation (ne surtout pas faire comme si de rien) et adapter leurs communications, en \u00e9tant au plus pr\u00e8s des pr\u00e9occupations de leurs communaut\u00e9.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En cette p\u00e9riode de crise, nombreuses sont les marques qui se demandent si et comment elles doivent r\u00e9agir ? Quelle strat\u00e9gie mettre en place pour assurer la continuit\u00e9 tout en tenant compte de la situation ? Sur quels sujets prendre la parole ? Comment conserver le lien avec sa communaut\u00e9 en p\u00e9riode de distanciation sociale [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":8561,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[30,11],"tags":[27,13,14,9,10,12],"class_list":["post-8550","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-de-crise","category-conseils-communication","tag-comment-parler-a-ses-salaries-pendant-une-crise","tag-communication-de-crise-coronavirus","tag-communication-de-crise-covid19","tag-communication-entreprise-covid-19","tag-communication-pme-coronavirus","tag-coronavirus-communication-entreprise"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Covid-19 | Comment les marques adaptent leur communication ? &#8226; Topymedia<\/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:\/\/webdev.topymedia.com\/refontetopymedia\/covid-19-comment-les-marques-adaptent-leur-communication\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Covid-19 | Comment les marques adaptent leur communication ? &#8226; Topymedia\" \/>\n<meta property=\"og:description\" content=\"En cette p\u00e9riode de crise, nombreuses sont les marques qui se demandent si et comment elles doivent r\u00e9agir ? 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