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Education accompagne les librairies universitaires partout aux \u00c9tats-Unis et aide les \u00e9tudiants \u00e0 acc\u00e9der \u00e0 l\u2019\u00e9quipement, au mat\u00e9riel et aux indispensables dont ils ont besoin tout au long de l\u2019ann\u00e9e universitaire. Mais toucher les \u00e9tudiants aujourd\u2019hui demande plus que des campagnes soign\u00e9es. Il faut de la pertinence, de la rapidit\u00e9 et des contenus qui semblent venir du campus, pas du si\u00e8ge.<\/p>\n<p>C\u2019est l\u00e0 qu\u2019interviennent les Student Marketing Directors (SMD) de Follett. Dans 20 universit\u00e9s, des \u00e9tudiants cr\u00e9ent et publient des contenus pens\u00e9s pour parler \u00e0 leurs pairs. Le programme fonctionnait d\u00e9j\u00e0 bien, mais en coulisses, g\u00e9rer et mesurer la performance devenait intenable.<\/p>\n<p>Avec un r\u00e9seau croissant de cr\u00e9ateurs \u00e9tudiants et des dizaines de comptes \u00e0 g\u00e9rer, Follett avait besoin d\u2019un meilleur moyen de garantir la coh\u00e9rence de la marque tout en gardant des contenus authentiques et locaux. Emplifi a aid\u00e9 l\u2019\u00e9quipe \u00e0 transformer ce social media port\u00e9 par les \u00e9tudiants en un programme \u00e9volutif, avec un reporting centralis\u00e9, des validations simplifi\u00e9es et des preuves claires de performance.<\/p>\n<h2>D\u00e9velopper les contenus \u00e9tudiants sans visibilit\u00e9 centralis\u00e9e<\/h2>\n<p>G\u00e9rer les r\u00e9seaux sociaux de dizaines d\u2019universit\u00e9s obligeait l\u2019\u00e9quipe \u00e0 jongler en permanence entre comptes, tableurs et reporting manuel. Sans plateforme centralis\u00e9e, suivre la performance impliquait de se connecter \u00e0 chaque compte, un par un, puis de compiler les r\u00e9sultats \u00e0 la main.<\/p>\n<p>\u00ab Je n\u2019avais vraiment aucune visibilit\u00e9 sur les r\u00e9sultats du programme, \u00e0 moins de passer chaque semaine un nombre incalculable d\u2019heures \u00e0 me connecter \u00e0 chaque compte et \u00e0 faire les calculs \u00e0 la main. \u00bb (Kelso Imboden-Brown, Senior Social Media Manager of Strategy Operations chez Follett Higher Education)<\/p>\n<p>Le temps consacr\u00e9 au reporting d\u00e9tournait l\u2019\u00e9quipe de la strat\u00e9gie et du d\u00e9veloppement du programme. Et comme les plateformes sociales natives ne proposaient qu\u2019un historique limit\u00e9, il \u00e9tait difficile de comparer les r\u00e9sultats d\u2019une ann\u00e9e sur l\u2019autre. Or c\u2019est un besoin essentiel pour une activit\u00e9 rythm\u00e9e par les cycles saisonniers du calendrier universitaire.<\/p>\n"},{"acf_fc_layout":"quote","quote":"Avant cet outil, je n\u2019avais aucune donn\u00e9e historique\u2026 je ne pouvais remonter que sur 90 jours. Impossible donc de vous dire comment nous avions perform\u00e9 l\u2019an dernier \u00e0 la rentr\u00e9e.","quote_author":"Kelso Imboden-Brown","quote_author_description":" Senior Social Media Manager & Strategy Operations chez Follett Higher Education"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<h2>Emplifi, le copilote intelligent<\/h2>\n<p>Une fois adopt\u00e9e par Follett, Emplifi est rapidement devenue le centre n\u00e9vralgique de la strat\u00e9gie, de la publication sur les r\u00e9seaux sociaux et du reporting pour l\u2019ensemble du programme. Les tableaux de bord personnalis\u00e9s sont devenus la colonne vert\u00e9brale des op\u00e9rations et ont offert \u00e0 Kelso une vue claire de la performance de chaque \u00e9tablissement, de NYU \u00e0 Virginia Tech, d\u2019une ann\u00e9e sur l\u2019autre.<\/p>\n<p>Au lieu de se connecter \u00e0 des comptes s\u00e9par\u00e9s et de refaire des tableurs chaque semaine, l\u2019\u00e9quipe dispose d\u00e9sormais d\u2019une visibilit\u00e9 unifi\u00e9e dans un seul espace de travail. Les \u00e9tudiants suivent leur propre performance en temps r\u00e9el et acqui\u00e8rent une exp\u00e9rience concr\u00e8te sur un outil professionnel tout en contribuant \u00e0 une croissance mesurable de la marque.<\/p>\n<p>Gr\u00e2ce aux analyses unifi\u00e9es d\u2019Emplifi, l\u2019\u00e9quipe peut filtrer les publications les plus performantes pour comprendre exactement ce qui r\u00e9sonne, qu\u2019il s\u2019agisse de contenus \u00e0 base de m\u00e8mes, de tendances du campus ou de vid\u00e9os d\u2019ambassadeurs de la marque. Des insights qui demandaient des heures de compilation sont d\u00e9sormais disponibles en quelques minutes.<\/p>\n"},{"acf_fc_layout":"quote","quote":"Je peux sortir ce rapport en quelques minutes.","quote_author":"Kelso Imboden-Brown","quote_author_description":" Senior Social Media Manager & Strategy Operations chez Follett Higher Education"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<h2>La preuve que les contenus \u00e9tudiants authentiques surpassent la publicit\u00e9 traditionnelle<\/h2>\n<p>Avec un reporting manuel consid\u00e9rablement r\u00e9duit, l\u2019\u00e9quipe a gagn\u00e9 la libert\u00e9 de se concentrer sur la performance et l\u2019exp\u00e9rimentation cr\u00e9ative. Les donn\u00e9es sont sans appel : les contenus authentiques cr\u00e9\u00e9s par les \u00e9tudiants ont syst\u00e9matiquement surpass\u00e9 les publicit\u00e9s studio traditionnelles et les campagnes payantes.<\/p>\n<p>\u00ab Ces contenus organiques cr\u00e9\u00e9s par les \u00e9tudiants sont les meilleurs que nous ayons en tant qu\u2019entreprise. Et je les d\u00e9fendrai bec et ongles s\u2019il le faut \u00bb, affirme Kelso.<\/p>\n<p>\u00ab Nous avons les donn\u00e9es pour le prouver\u2026 ce qui performe le mieux, ce sont les contenus cr\u00e9\u00e9s par les \u00e9tudiants. \u00bb<\/p>\n<p>La capacit\u00e9 \u00e0 fournir un reporting coh\u00e9rent et en temps r\u00e9el a aussi renforc\u00e9 la visibilit\u00e9 aupr\u00e8s de la direction. Les dirigeants re\u00e7oivent d\u00e9sormais des insights clairs sur la performance, semaine apr\u00e8s semaine et d\u2019une ann\u00e9e sur l\u2019autre, ce qui renforce la valeur du programme dans toute l\u2019organisation.<\/p>\n"},{"acf_fc_layout":"quote","quote":"L\u2019id\u00e9e, c\u2019est de faire mieux que la semaine pr\u00e9c\u00e9dente. Cet outil nous aide \u00e0 prouver le succ\u00e8s du programme \u00e0 notre CEO et \u00e0 la direction, chaque mois.","quote_author":"Kelso Imboden-Brown","quote_author_description":" Senior Social Media Manager & Strategy Operations chez Follett Higher Education"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<h2>Un mod\u00e8le \u00e9volutif pour un engagement campus digital-first<\/h2>\n<p>Aujourd\u2019hui, Follett pilote un programme social performant, port\u00e9 par les \u00e9tudiants et fond\u00e9 sur la visibilit\u00e9, l\u2019efficacit\u00e9 et un impact mesurable. Ce qui reposait autrefois sur une montagne de tableurs est devenu un syst\u00e8me fluide qui soutient \u00e0 la fois la croissance de la marque et le d\u00e9veloppement des \u00e9tudiants.<\/p>\n<p>\u00ab La plupart de nos SMD n\u2019ont jamais utilis\u00e9 d\u2019outil de gestion des r\u00e9seaux sociaux\u2026 il s\u2019agit de leur offrir une vraie exp\u00e9rience terrain\u2026 ils peuvent l\u2019ajouter \u00e0 leur CV et \u00e0 leur portfolio \u00bb, explique Kelso.<\/p>\n<p>En associant un storytelling authentique sur le campus \u00e0 des analyses unifi\u00e9es et des workflows simplifi\u00e9s, Follett Higher Education a cr\u00e9\u00e9 un moteur de croissance \u00e9volutif, qui augmente la fr\u00e9quentation des librairies, fid\u00e9lise les campus et pr\u00e9pare la prochaine g\u00e9n\u00e9ration de marketeurs.<\/p>\n"}],"content_builder_clone":{"content_builder":[{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<p>Follett Higher Education accompagne les librairies universitaires partout aux \u00c9tats-Unis et aide les \u00e9tudiants \u00e0 acc\u00e9der \u00e0 l\u2019\u00e9quipement, au mat\u00e9riel et aux indispensables dont ils ont besoin tout au long de l\u2019ann\u00e9e universitaire. Mais toucher les \u00e9tudiants aujourd\u2019hui demande plus que des campagnes soign\u00e9es. Il faut de la pertinence, de la rapidit\u00e9 et des contenus qui semblent venir du campus, pas du si\u00e8ge.<\/p>\n<p>C\u2019est l\u00e0 qu\u2019interviennent les Student Marketing Directors (SMD) de Follett. Dans 20 universit\u00e9s, des \u00e9tudiants cr\u00e9ent et publient des contenus pens\u00e9s pour parler \u00e0 leurs pairs. Le programme fonctionnait d\u00e9j\u00e0 bien, mais en coulisses, g\u00e9rer et mesurer la performance devenait intenable.<\/p>\n<p>Avec un r\u00e9seau croissant de cr\u00e9ateurs \u00e9tudiants et des dizaines de comptes \u00e0 g\u00e9rer, Follett avait besoin d\u2019un meilleur moyen de garantir la coh\u00e9rence de la marque tout en gardant des contenus authentiques et locaux. Emplifi a aid\u00e9 l\u2019\u00e9quipe \u00e0 transformer ce social media port\u00e9 par les \u00e9tudiants en un programme \u00e9volutif, avec un reporting centralis\u00e9, des validations simplifi\u00e9es et des preuves claires de performance.<\/p>\n<h2>D\u00e9velopper les contenus \u00e9tudiants sans visibilit\u00e9 centralis\u00e9e<\/h2>\n<p>G\u00e9rer les r\u00e9seaux sociaux de dizaines d\u2019universit\u00e9s obligeait l\u2019\u00e9quipe \u00e0 jongler en permanence entre comptes, tableurs et reporting manuel. Sans plateforme centralis\u00e9e, suivre la performance impliquait de se connecter \u00e0 chaque compte, un par un, puis de compiler les r\u00e9sultats \u00e0 la main.<\/p>\n<p>\u00ab Je n\u2019avais vraiment aucune visibilit\u00e9 sur les r\u00e9sultats du programme, \u00e0 moins de passer chaque semaine un nombre incalculable d\u2019heures \u00e0 me connecter \u00e0 chaque compte et \u00e0 faire les calculs \u00e0 la main. \u00bb (Kelso Imboden-Brown, Senior Social Media Manager of Strategy Operations chez Follett Higher Education)<\/p>\n<p>Le temps consacr\u00e9 au reporting d\u00e9tournait l\u2019\u00e9quipe de la strat\u00e9gie et du d\u00e9veloppement du programme. Et comme les plateformes sociales natives ne proposaient qu\u2019un historique limit\u00e9, il \u00e9tait difficile de comparer les r\u00e9sultats d\u2019une ann\u00e9e sur l\u2019autre. Or c\u2019est un besoin essentiel pour une activit\u00e9 rythm\u00e9e par les cycles saisonniers du calendrier universitaire.<\/p>\n"},{"acf_fc_layout":"quote","quote":"Avant cet outil, je n\u2019avais aucune donn\u00e9e historique\u2026 je ne pouvais remonter que sur 90 jours. Impossible donc de vous dire comment nous avions perform\u00e9 l\u2019an dernier \u00e0 la rentr\u00e9e.","quote_author":"Kelso Imboden-Brown","quote_author_description":" Senior Social Media Manager & Strategy Operations chez Follett Higher Education"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<h2>Emplifi, le copilote intelligent<\/h2>\n<p>Une fois adopt\u00e9e par Follett, Emplifi est rapidement devenue le centre n\u00e9vralgique de la strat\u00e9gie, de la publication sur les r\u00e9seaux sociaux et du reporting pour l\u2019ensemble du programme. Les tableaux de bord personnalis\u00e9s sont devenus la colonne vert\u00e9brale des op\u00e9rations et ont offert \u00e0 Kelso une vue claire de la performance de chaque \u00e9tablissement, de NYU \u00e0 Virginia Tech, d\u2019une ann\u00e9e sur l\u2019autre.<\/p>\n<p>Au lieu de se connecter \u00e0 des comptes s\u00e9par\u00e9s et de refaire des tableurs chaque semaine, l\u2019\u00e9quipe dispose d\u00e9sormais d\u2019une visibilit\u00e9 unifi\u00e9e dans un seul espace de travail. Les \u00e9tudiants suivent leur propre performance en temps r\u00e9el et acqui\u00e8rent une exp\u00e9rience concr\u00e8te sur un outil professionnel tout en contribuant \u00e0 une croissance mesurable de la marque.<\/p>\n<p>Gr\u00e2ce aux analyses unifi\u00e9es d\u2019Emplifi, l\u2019\u00e9quipe peut filtrer les publications les plus performantes pour comprendre exactement ce qui r\u00e9sonne, qu\u2019il s\u2019agisse de contenus \u00e0 base de m\u00e8mes, de tendances du campus ou de vid\u00e9os d\u2019ambassadeurs de la marque. Des insights qui demandaient des heures de compilation sont d\u00e9sormais disponibles en quelques minutes.<\/p>\n"},{"acf_fc_layout":"quote","quote":"Je peux sortir ce rapport en quelques minutes.","quote_author":"Kelso Imboden-Brown","quote_author_description":" Senior Social Media Manager & Strategy Operations chez Follett Higher Education"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<h2>La preuve que les contenus \u00e9tudiants authentiques surpassent la publicit\u00e9 traditionnelle<\/h2>\n<p>Avec un reporting manuel consid\u00e9rablement r\u00e9duit, l\u2019\u00e9quipe a gagn\u00e9 la libert\u00e9 de se concentrer sur la performance et l\u2019exp\u00e9rimentation cr\u00e9ative. 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