{"id":7816,"date":"2024-01-19T11:19:46","date_gmt":"2024-01-19T11:19:46","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=7816"},"modified":"2024-01-19T11:19:48","modified_gmt":"2024-01-19T11:19:48","slug":"qui-gere-lidentite-numerique-des-nations-et-des-territoires","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/fr\/qui-gere-lidentite-numerique-des-nations-et-des-territoires\/","title":{"rendered":"Qui g\u00e8re l’identit\u00e9 num\u00e9rique des nations et des territoires ?"},"content":{"rendered":"\n

Pourquoi les nations et les territoires \u00a0devraient-ils se pr\u00e9occuper de ce que les gens trouvent en ligne ?<\/strong><\/h4>\n\n\n\n

L’\u00e9conomie des territoires commence par l’offre et la demande, et nous allons aujourd’hui nous pencher sur la premi\u00e8re. Comprendre l’offre num\u00e9rique permet aux responsables de la marque nationale, de la marque urbaine ou de toute autre marque territoriale de se mettre \u00e0 la place du public de leur destinations. Un sc\u00e9nario pr\u00e9judiciable pourrait \u00eatre que, lors d’une recherche sur votre lieu, les premiers (ou les seuls) r\u00e9sultats ternissent votre r\u00e9putation par l’hyper-expression d’un contenu faussement repr\u00e9sentatif. Dans tous les cas, l’identit\u00e9 num\u00e9rique<\/a> est g\u00e9r\u00e9e, mais pas par vous. La recherche, la strat\u00e9gie, la mise en \u0153uvre et la mesure sont les fondements d’une gestion r\u00e9ussie de l’identit\u00e9 num\u00e9rique.<\/p>\n\n\n\n

L’identit\u00e9 num\u00e9rique doit \u00eatre comprise comme le point de contact de la marque avec lequel les publics de la marque interagissent et qui leur laisse une perception particuli\u00e8re d’un lieu. L’offre num\u00e9rique est l’ensemble du contenu trouv\u00e9 en cons\u00e9quence directe de la recherche de ce lieu. Dans ce cas, le contenu ne doit en aucun cas \u00eatre consid\u00e9r\u00e9 comme (uniquement) du mat\u00e9riel publicitaire superflu. Le contenu est la fusion de toutes les informations trouv\u00e9es par le biais de recherches relatives \u00e0 un lieu, allant des ressources d’investissement \u00e0 la couverture m\u00e9diatique internationale des politiques nationales.\u00a0<\/p>\n\n\n\n

Qu’est-ce que les gens trouvent ?<\/strong><\/strong><\/h4>\n\n\n\n

Comme le montrent des exemples concrets de marques nationales, si l’id\u00e9e centrale de votre pays repose sur la durabilit\u00e9 et que les premiers r\u00e9sultats de recherche sont li\u00e9s \u00e0 des industries qui repr\u00e9sentent l’antith\u00e8se du progr\u00e8s \u00ab\u00a0vert\u00a0\u00bb, les publics de la marque se sentiront lass\u00e9s, m\u00e9fiants et globalement d\u00e9sorient\u00e9s. En d’autres termes, l’identit\u00e9 num\u00e9rique n’est pas align\u00e9e \u00e0 100 % sur la strat\u00e9gie de la marque.<\/p>\n\n\n\n

Plusieurs raisons peuvent expliquer ce d\u00e9calage. L’une d’entre elles pourrait \u00eatre que votre strat\u00e9gie d’image de marque est en avance sur l’identit\u00e9 num\u00e9rique. Qu’est-ce que cela signifie ? Le contenu principal pourrait en fait \u00eatre d\u00e9pass\u00e9. Dans ce cas, l’identit\u00e9 num\u00e9rique discr\u00e9diterait la strat\u00e9gie d’image de marque, simplement parce que les nouvelles informations n’ont pas atteint une position de premier plan dans les r\u00e9sultats de recherche. Les deuxi\u00e8me et troisi\u00e8me raisons, moins souhaitables, peuvent \u00eatre que votre strat\u00e9gie d’image de marque n’est pas aussi largement applicable que vous l’esp\u00e9riez, ou que votre strat\u00e9gie d’image de marque n’est tout simplement pas align\u00e9e sur la r\u00e9alit\u00e9, et qu’il est temps de l’ajuster.<\/p>\n\n\n\n

De mani\u00e8re optimiste, disons que vous vous \u00eates heurt\u00e9 au premier obstacle : un contenu ancien ou non pertinent monopolise les premi\u00e8res positions de recherche. Le contenu non pertinent, qui englobe le mat\u00e9riel obsol\u00e8te, comprend toute une s\u00e9rie de variables qu’il convient de surveiller et de g\u00e9rer, telles que la langue, les informations officielles et les repr\u00e9sentations exactes.<\/p>\n\n\n\n

Analysez le qui, le quoi, le quand, le o\u00f9 et le pourquoi des principaux contributeurs de contenu. Obtenez une vue d’ensemble de ce que le public de la marque voit lorsqu’il effectue une recherche. Le contenu est-il conforme \u00e0 la marque ? Est-ce pertinent pour le march\u00e9 cible ? Est-il vrai ? Une analyse compl\u00e8te permet de r\u00e9pondre \u00e0 ces questions.<\/p>\n\n\n\n

La puissance en chiffres<\/strong><\/h4>\n\n\n\n

Maintenant, sur la base des connaissances que vous avez acquises au cours de la phase d’analyse et d’\u00e9valuation de la compr\u00e9hension de l’identit\u00e9 num\u00e9rique, il est temps de passer \u00e0 l’action.<\/p>\n\n\n\n

Le logiciel propri\u00e9taire de notre soci\u00e9t\u00e9 s\u0153ur\u00a0D2-Analytics<\/a><\/strong>,\u00a0D2-Digital Supply\u00a9<\/a>, <\/strong>s’est donn\u00e9 pour mission de comprendre de mani\u00e8re exhaustive ce que les gens trouvent. Pour ce faire, D2 Digital Supply\u00a9 analyse les principaux r\u00e9sultats obtenus par les citoyens du monde lorsqu’ils recherchent un lieu dans les cinq dimensions de la Bloom Consulting Nation Brand Wheel\u00a9 : investissement, tourisme, talent, notori\u00e9t\u00e9 et exportations.<\/p>\n","protected":false},"excerpt":{"rendered":"

Pourquoi les nations et les territoires \u00a0devraient-ils se pr\u00e9occuper de ce que les gens trouvent en ligne ? L’\u00e9conomie des territoires commence par l’offre et la demande, et nous allons aujourd’hui nous pencher sur la premi\u00e8re. Comprendre l’offre num\u00e9rique permet aux responsables de la marque nationale, de la marque urbaine ou de toute autre marque […]<\/p>\n","protected":false},"author":3,"featured_media":7589,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[762,538],"tags":[557,880],"class_list":{"0":"post-7816","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-highlights-fr","8":"category-identite-digitale","9":"tag-lidentite-numerique","10":"tag-nation-branding-fr"},"yoast_head":"\nQui g\u00e8re l'identit\u00e9 num\u00e9rique des nations et des territoires ? - Bloom Consulting<\/title>\n<meta name=\"description\" content=\"L'identit\u00e9 num\u00e9rique doit \u00eatre comprise comme le point de contact de la marque avec lequel les publics de la marque interagissent et qui leu\" \/>\n<meta name=\"robots\" content=\"index, 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