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Avec plus de 40 millions de fans dans le monde sur 10 plateformes diff\u00e9rentes, l&rsquo;entreprise veut placer ses fans au c\u0153ur de ses activit\u00e9s. Pour garder le lien et rester dans le coup, elle m\u00e8ne son marketing social media sur de nombreuses plateformes.<\/p>\n<p>Avant de choisir une plateforme int\u00e9gr\u00e9e de gestion marketing, G2 Esports collectait ses informations de fa\u00e7on d\u00e9centralis\u00e9e. Faute de m\u00e9thode ou de syst\u00e8me centralis\u00e9, les donn\u00e9es \u00e9taient recueillies dans diff\u00e9rents services et sur diff\u00e9rentes plateformes.<\/p>\n<p>Collecter ces donn\u00e9es prenait beaucoup de temps, d&rsquo;autant que la marque est pr\u00e9sente \u00e0 la fois sur les grandes plateformes sociales occidentales et sur WeChat, Weibo, Douyin et d&rsquo;autres plateformes populaires en Asie-Pacifique. Elle avait besoin d&rsquo;une solution int\u00e9gr\u00e9e pour g\u00e9rer sa pr\u00e9sence sur les plateformes occidentales et chinoises, et extraire les indicateurs cl\u00e9s pour suivre la performance de tous ses profils.<\/p>\n<h2>Une solution unique pour une marque mondiale<\/h2>\n<p>G2 Esports a choisi\u00a0<a href=\"https:\/\/emplifi.io\/products\/social-media-marketing\">Emplifi Social Marketing Cloud<\/a>\u00a0et la plateforme chinoise KAWO, int\u00e9gr\u00e9e \u00e0 Emplifi, pour g\u00e9rer toutes ses plateformes sociales avec un seul identifiant. Avec Emplifi, les marques g\u00e8rent toute leur pr\u00e9sence sur les plateformes sociales occidentales, dont Facebook, Twitter, YouTube et Instagram. KAWO permet de cr\u00e9er, planifier et publier des contenus sur les plus grandes plateformes sociales chinoises, dont WeChat, Weibo et Douyin. Ensemble, elles offrent une visibilit\u00e9 compl\u00e8te sur l&rsquo;ensemble des comptes sociaux de G2 Esports.<\/p>\n<p>\u00ab\u00a0Tout ce qui touche \u00e0 l&rsquo;esport se passe sur les r\u00e9seaux sociaux\u00a0\u00bb, explique Natascha Sturm, Senior Data Analyst chez G2 Esports. \u00ab\u00a0C&rsquo;est ainsi que nous restons en lien avec nos fans et que nous les divertissons, tout en faisant des m\u00e8mes sur nous-m\u00eames et sur nos concurrents. Emplifi nous offre un reporting automatis\u00e9 efficace qui nous permet d&rsquo;analyser en profondeur nos indicateurs social media et d&rsquo;optimiser nos contenus.\u00a0\u00bb<\/p>\n<p>L&rsquo;\u00e9quipe data avait besoin d&rsquo;insights pour savoir si ses campagnes social media \u00e9taient vraiment efficaces et prendre des d\u00e9cisions fond\u00e9es sur les donn\u00e9es, afin de reproduire ses succ\u00e8s sans lasser les fans. Emplifi et KAWO offrent tous deux le\u00a0<a href=\"https:\/\/emplifi.io\/products\/social-media-marketing\/content\">suivi des contenus<\/a>\u00a0et des insights de performance cl\u00e9s pour \u00e9valuer les campagnes social media.<\/p>\n<h2>Des donn\u00e9es cl\u00e9s pour orienter les campagnes social media<\/h2>\n<p>Gr\u00e2ce \u00e0 la fonction de labellisation d&rsquo;Emplifi, G2 Esports organise toutes les donn\u00e9es li\u00e9es \u00e0 ses campagnes, \u00e0 ses m\u00e8mes et \u00e0 son humour, \u00e0 la couverture des jeux, et bien plus. Les labels de contenu permettent aux \u00e9quipes de mesurer imm\u00e9diatement la performance de tous les canaux, de la comparer aux KPI et de s&rsquo;en servir pour le benchmarking.<\/p>\n<p>\u00ab\u00a0Acc\u00e9der \u00e0 toutes nos donn\u00e9es au m\u00eame endroit pour mesurer notre impact nous fait gagner beaucoup de temps et d&rsquo;efforts.\u00a0\u00bb, explique Natascha Sturm. \u00ab\u00a0Dans la plateforme Emplifi, nous d\u00e9finissons nos r\u00e8gles et conditions de labellisation automatique, et la technologie fait le reste.\u00a0\u00bb<\/p>\n<p>L&rsquo;\u00e9quipe de G2 Esports a \u00e9tabli une centaine de r\u00e8gles et de conditions pour labelliser automatiquement tous les contenus suivis par Emplifi. L&rsquo;\u00e9quipe data tire ensuite des insights du\u00a0<a href=\"https:\/\/emplifi.io\/products\/social-media-marketing\/analytics\">reporting automatis\u00e9<\/a>\u00a0d&rsquo;Emplifi pour comprendre l&rsquo;audience de chaque plateforme et \u00e9valuer l&rsquo;efficacit\u00e9 des campagnes. L&rsquo;\u00e9quipe social media peut alors adapter ses campagnes en cons\u00e9quence.<\/p>\n<h2>Toucher les fans chinois gr\u00e2ce \u00e0 des donn\u00e9es pertinentes<\/h2>\n<p>G2 Esports d\u00e9veloppe aussi activement sa marque sur le march\u00e9 chinois et communique avec ses fans locaux l\u00e0 o\u00f9 ils sont le plus actifs. Comme les indicateurs de performance des plateformes sociales chinoises sont moins accessibles, l&rsquo;\u00e9quipe avait besoin d&rsquo;aide pour obtenir des informations essentielles sur son audience. Pour mieux comprendre son public chinois, G2 Esports peut utiliser l&rsquo;outil de classement des performances des concurrents afin de comparer sa pr\u00e9sence sur Weibo \u00e0 celle d&rsquo;autres organisations.<\/p>\n<p>\u00ab\u00a0Les r\u00e9seaux sociaux sont essentiels pour gagner en notori\u00e9t\u00e9 aupr\u00e8s du public chinois\u00a0\u00bb, explique ChiaYu Su, Social Media Coordinator-China chez G2 Esports. \u00ab\u00a0KAWO donne un acc\u00e8s clair et simple aux statistiques de Weibo, WeChat et Douyin, et facilite beaucoup le reporting de nos \u00e9quipes. De plus, l&rsquo;interface d&rsquo;Emplifi refl\u00e8te celle de KAWO, ce qui garantit la coh\u00e9rence de nos op\u00e9rations, notamment de notre syst\u00e8me de labellisation.\u00a0\u00bb<\/p>\n<p>KAWO montre \u00e0 l&rsquo;\u00e9quipe \u00e0 quelle fr\u00e9quence les concurrents publient, quels types de contenus ils publient et quelles performances ils obtiennent. G2 Esports a ainsi appris que les contenus esport locaux misaient davantage sur la couverture des matchs que sur des contenus plus personnels comme les m\u00e8mes. L&rsquo;\u00e9quipe social media a pu adapter sa strat\u00e9gie aux attentes du march\u00e9 local.<\/p>\n<h2>\u00c0 retenir<\/h2>\n<p>Avec la plateforme int\u00e9gr\u00e9e Emplifi Social Marketing Cloud et KAWO, G2 Esports acc\u00e8de en temps r\u00e9el aux indicateurs social media essentiels pour optimiser ses contenus pour son audience mondiale. L&rsquo;outil de suivi des performances des concurrents donne \u00e0 l&rsquo;\u00e9quipe social media Chine des insights sur les strat\u00e9gies des concurrents locaux, qui orientent la strat\u00e9gie de communication de l&rsquo;organisation pour ce march\u00e9.<\/p>\n<p>Vous souhaitez g\u00e9rer toute la pr\u00e9sence sociale de votre marque sur une seule plateforme unifi\u00e9e\u00a0?\u00a0<a href=\"https:\/\/emplifi.io\/demo-social-marketing-cloud\">Planifiez une d\u00e9mo<\/a>\u00a0avec un expert Emplifi d\u00e8s aujourd&rsquo;hui.<\/p>\n"}]},"customer_sidebar_clone":{"customer_sidebar_group":{"show_section":true,"sidebar_contents":[{"icon":{"ID":13929,"id":13929,"title":"Case Study Icon 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