{"id":1494,"date":"2020-11-12T13:44:58","date_gmt":"2020-11-12T09:44:58","guid":{"rendered":"https:\/\/studiok.re\/blog\/?p=1494"},"modified":"2020-11-12T13:44:58","modified_gmt":"2020-11-12T09:44:58","slug":"quand-lethique-est-volontairement-mise-a-lepreuve-le-bad-buzz-strategie-quitte-ou-double","status":"publish","type":"post","link":"https:\/\/studiok.re\/blog\/2020\/11\/12\/quand-lethique-est-volontairement-mise-a-lepreuve-le-bad-buzz-strategie-quitte-ou-double\/","title":{"rendered":"Quand l\u2019\u00e9thique est volontairement mise \u00e0 l\u2019\u00e9preuve : Le bad buzz, strat\u00e9gie quitte ou double"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>Le bad buzz, c\u2019est quoi ?&nbsp;<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u00ab&nbsp;Il faut vingt ans pour construire une r\u00e9putation. Cinq minutes pour la d\u00e9truire.&nbsp;\u00bb &#8211; Warren Buffet<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le bad buzz, c\u2019est cr\u00e9er une \u00e9motion n\u00e9gative chez les r\u00e9cepteurs du message v\u00e9hicul\u00e9 et donc mettre l\u2019image de marque en danger. Cette situation arrive en g\u00e9n\u00e9ral lorsqu\u2019une marque porte atteinte \u00e0 l\u2019ordre moral. Sexisme, racisme, discrimination ou appropriation culturelle, il s\u2019agit bien souvent de \u00ab&nbsp;kouaks \u00bb, d\u2019erreurs commises par maladresse ou par manque de ma\u00eetrise des tabous de la soci\u00e9t\u00e9. Dans l\u2019aire des r\u00e9seaux sociaux, une seule publication brisant les r\u00e8gles morales est suffisante pour cr\u00e9er une crise m\u00e9diatique.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pourtant, les plus t\u00e9m\u00e9raires d\u00e9fient volontairement l\u2019\u00e9thique pour en faire une strat\u00e9gie os\u00e9e et extr\u00eamement impactante. Mais comment le bad buzz peut-il \u00eatre un atout marketing ?&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Une m\u00e9thode dangereuse qui fait beaucoup de bruit<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Cr\u00e9er une supercherie pour susciter l\u2019indignation, c\u2019est surtout engendrer du partage en masse. Le bad buzz orchestr\u00e9 suit g\u00e9n\u00e9ralement un plan typique :&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>1. Point de d\u00e9part : les r\u00e9seaux sociaux<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Car il s\u2019agit des plateformes les plus fr\u00e9quent\u00e9es, les r\u00e9seaux sociaux pour votre \u00ab&nbsp;projet&nbsp;\u00bb sont comme le coca pour votre mentos : l\u2019explosion y est imm\u00e9diate.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>2. Relais sur la toile<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019information est relay\u00e9e \u00e0 toute vitesse : partag\u00e9e et critiqu\u00e9e, votre post devient viral.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>3. Reprise par les journaux&nbsp;<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Si la pol\u00e9mique est all\u00e9e loin, vous serez le vilain petit canard des journaux t\u00e9l\u00e9vis\u00e9s, en ligne et radio pendant quelques jours. <strong>&nbsp;<\/strong><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>4. Intervention de la marque&nbsp;<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Vous prenez \u00e0 nouveau la parole et plusieurs options s\u2019offrent \u00e0 vous : D\u00e9mentis, excuses, ou humour. C\u2019est \u00e0 vous de retomber sur vos pattes.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le bad buzz est de plus en plus utilis\u00e9 par les start-up en manque de notori\u00e9t\u00e9 afin de se faire conna\u00eetre tr\u00e8s rapidement. Mais pourquoi un bad plut\u00f4t qu\u2019un good buzz ? Il est difficile d\u2019attirer l\u2019attention, alors certains n\u2019h\u00e9sitent pas \u00e0 faire un \u00e9l\u00e9ctrochoc \u00e0 leur public.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Bad buzz : Certains ont r\u00e9ussi\u2026<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Au final, une strat\u00e9gie bien men\u00e9e peut contradictoirement cr\u00e9er de l\u2019engagement.. \u00e0 tous vos risques et p\u00e9rils.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>MIKADO : LE #MIKADOSTICK<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Une supercherie plut\u00f4t soft : En 2015, la marque annonce un nouveau produit qui n\u2019est autre que le Mikado sans chocolat, le #mikadostick. Le hashtag d\u00e9di\u00e9 \u00e0 ce tout nouveau produit a vivement suscit\u00e9 des r\u00e9actions. Fun Radio a m\u00eame lanc\u00e9 un hashtag #UnMikadoSansChocolatCestAussiConQue.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/studiok.preprod.hodi.cloud\/blog\/wp-content\/uploads\/2020\/09\/Capture-d%E2%80%99e%CC%81cran-2020-09-25-a%CC%80-16.32.57.png\" alt=\"\" class=\"wp-image-1495\" width=\"518\" height=\"203\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Apr\u00e8s quelques jours de panique et de d\u00e9sespoir, Mikado met fin \u00e0 la blague en twittant \u00ab&nbsp;Si un mikado sans chocolat c\u2019est pas un mikado, est-ce que du chocolat sans mikado c\u2019est toujours du chocolat ?&nbsp;\u00bb. Et puisque la marque a obtenu toute l\u2019attention, elle a pu annoncer la sortie de son nouveau VRAI produit : le Mikado King.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/studiok.preprod.hodi.cloud\/blog\/wp-content\/uploads\/2020\/09\/Capture-d%E2%80%99e%CC%81cran-2020-09-25-a%CC%80-16.44.10.png\" alt=\"\" class=\"wp-image-1496\" width=\"602\" height=\"302\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>R\u00e9sultat :<\/strong> Un fort taux d\u2019engagement atteignant les 6,5% sur Twitter (contre un standard de 2%) et 13% sur Facebook (contre un standard de 9%) et une propulsion des ventes de Mikado King de 30% ! Les influenceurs ont re\u00e7u des Mikado King en cadeau mais aussi des Mikado Stick, pour la blague.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>LOGAN PAUL : LA FOR\u00caT DU SUICIDE<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c7a concerne aussi les influenceurs ! Voici l\u2019exemple typique d\u2019un bad buzz vraiment trash qui a fonctionn\u00e9.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Logan Paul est un vid\u00e9aste et acteur am\u00e9ricain, initialement connu gr\u00e2ce \u00e0 ses courtes vid\u00e9os sur l\u2019application Vine. Sa carri\u00e8re a bascul\u00e9 en 2018 lors de son excursion dans la for\u00eat du suicide au Japon, o\u00f9 il diffusera la vid\u00e9o du cadavre d\u2019un homme pendu sur Youtube.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/studiok.preprod.hodi.cloud\/blog\/wp-content\/uploads\/2020\/09\/Capture-d%E2%80%99e%CC%81cran-2020-09-28-a%CC%80-10.07.17.png\" alt=\"\" class=\"wp-image-1497\" width=\"711\" height=\"350\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>R\u00e9sultat : <\/strong>La suppression imm\u00e9diate de cette vid\u00e9o au bout de 24h, une p\u00e9tition pour supprimer sa cha\u00eene, l\u2019intervention de youtubeurs indign\u00e9s, une vid\u00e9o d\u2019excuses et \u2026 + 100 000 abonn\u00e9s ainsi que 36 millions de vues sur sa vid\u00e9o d\u2019excuses en cinq jours !&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u2026 sauf quand rien n\u2019\u00e9tait pr\u00e9vu<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00catre pris au d\u00e9pourvu dans un bad buzz peut-\u00eatre fatal. Ne pas anticiper l\u2019impr\u00e9vu engendre des pertes importantes et remonter la pente peut-\u00eatre vraiment compliqu\u00e9.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>H&amp;M : LE SINGE LE PLUS COOL DE LA JUNGLE<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">En 2018, la marque de pr\u00eat-\u00e0-porter publie un shooting publicitaire qui fait pol\u00e9mique : un enfant noir portant un sweat \u00e0 capuche avec inscrit \u00ab&nbsp;Coolest monkey in the jungle&nbsp;\u00bb. H&amp;M \u00e9tant habitu\u00e9 \u00e0 une moyenne de 10 000 messages par jour, la marque en a re\u00e7u 13 000 en moins de 4heures apr\u00e8s la diffusion de cette campagne, lych\u00e9e pour son caract\u00e8re raciste.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/studiok.preprod.hodi.cloud\/blog\/wp-content\/uploads\/2020\/11\/Capture-d%E2%80%99e%CC%81cran-2020-11-12-a%CC%80-12.14.02.png\" alt=\"\" class=\"wp-image-1562\" width=\"515\" height=\"515\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\"><strong>R\u00e9sultat : <\/strong>La compagnie a re\u00e7u 1,7 millions de messages au total sur les r\u00e9seaux et a perdu 4% en bourse d\u2019une valeur d\u2019un milliard de dollars.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>ULKER BISKUVI : UN D\u00c9RAPAGE POLITIQUE<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Pour le 1er avril, l\u2019entreprise sp\u00e9cialis\u00e9e dans la vente de biscuits chocolat\u00e9s a r\u00e9alis\u00e9 une publicit\u00e9 humoristique qui faisait allusion au coup d\u2019\u00e9tat de 2016 visant le pr\u00e9sident turc Recep Tayyip Erdogan. Une blague qui n\u2019a pas fait rire le principal concern\u00e9, qui a consid\u00e9r\u00e9 cette publicit\u00e9 comme un nouvel appel au putsch.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>R\u00e9sultat <\/strong>: Ulker Biskuvi a subi chute boursi\u00e8re de 5% et ses filiales ont subi la m\u00eame r\u00e9cession.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Selon vous, faire le buzz \u00e0 tout prix est-ce une bonne id\u00e9e ?&nbsp;Discutez-en avec notre \u00e9quipe ! <\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth aligncenter is-resized\"><a href=\"https:\/\/studiok.preprod.hodi.cloud\/blog\/contactez-nous\/\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/studiok.preprod.hodi.cloud\/blog\/wp-content\/uploads\/2019\/09\/bann-contact.png\" alt=\"Contactez Studiok Agence de cr\u00e9ation et de communication digitale - Inbound, grouth et marketing automation\" class=\"wp-image-905\" width=\"489\" height=\"168\" srcset=\"https:\/\/studiok.re\/blog\/wp-content\/uploads\/2019\/09\/bann-contact.png 1200w, https:\/\/studiok.re\/blog\/wp-content\/uploads\/2019\/09\/bann-contact-300x104.png 300w, https:\/\/studiok.re\/blog\/wp-content\/uploads\/2019\/09\/bann-contact-768x266.png 768w, https:\/\/studiok.re\/blog\/wp-content\/uploads\/2019\/09\/bann-contact-1024x354.png 1024w\" sizes=\"auto, (max-width: 489px) 100vw, 489px\" \/><\/a><\/figure>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Le bad buzz, c\u2019est quoi ?&nbsp; \u00ab&nbsp;Il faut vingt ans pour construire une r\u00e9putation. Cinq minutes pour la d\u00e9truire.&nbsp;\u00bb &#8211; Warren Buffet Le bad buzz, c\u2019est cr\u00e9er une \u00e9motion n\u00e9gative chez les r\u00e9cepteurs du message v\u00e9hicul\u00e9 et donc mettre l\u2019image de marque en danger. Cette situation arrive en g\u00e9n\u00e9ral lorsqu\u2019une marque porte atteinte \u00e0 l\u2019ordre [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":1506,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-1494","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Quand l\u2019\u00e9thique est volontairement mise \u00e0 l\u2019\u00e9preuve : Le bad buzz, strat\u00e9gie quitte ou double - Studio K - Agence de communication digitale \u00e0 La R\u00e9union<\/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:\/\/studiok.re\/blog\/2020\/11\/12\/quand-lethique-est-volontairement-mise-a-lepreuve-le-bad-buzz-strategie-quitte-ou-double\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Quand l\u2019\u00e9thique est volontairement mise \u00e0 l\u2019\u00e9preuve : Le bad buzz, strat\u00e9gie quitte ou double - Studio K - Agence de communication digitale \u00e0 La R\u00e9union\" \/>\n<meta property=\"og:description\" content=\"Le bad buzz, c\u2019est quoi ?&nbsp; \u00ab&nbsp;Il faut vingt ans pour construire une r\u00e9putation. Cinq minutes pour la d\u00e9truire.&nbsp;\u00bb &#8211; Warren Buffet Le bad buzz, c\u2019est cr\u00e9er une \u00e9motion n\u00e9gative chez les r\u00e9cepteurs du message v\u00e9hicul\u00e9 et donc mettre l\u2019image de marque en danger. 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