{"id":58795,"date":"2023-08-21T13:23:21","date_gmt":"2023-08-21T13:23:21","guid":{"rendered":"https:\/\/mention.com\/?p=58795"},"modified":"2023-08-21T13:23:47","modified_gmt":"2023-08-21T13:23:47","slug":"monitoring-simplifie","status":"publish","type":"post","link":"https:\/\/mention.com\/fr\/blog\/monitoring-simplifie\/","title":{"rendered":"Le monitoring simplifi\u00e9. Interview du product manager."},"content":{"rendered":"\n

Si le monitoring ne fait pas encore partie des habitudes de votre \u00e9quipe marketing, voici en quelques mots pourquoi il participe pleinement au succ\u00e8s de nombreuses \u00e9quipes comme la v\u00f4tre. Appliqu\u00e9 de mani\u00e8re m\u00e9thodique et rigoureuse, il fournit de pr\u00e9cieuses donn\u00e9es qui contribuent \u00e0 des prises de d\u00e9cision \u00e9clair\u00e9es, et ce, pour diff\u00e9rents enjeux marketing : une gestion habile de la r\u00e9putation d\u2019une marque, une analyse concurrentielle instantan\u00e9e et exploitable, ou encore un suivi rapproch\u00e9 des retomb\u00e9es de campagnes marketing ou relation presse. Ces donn\u00e9es pourvues par le monitoring du web et des r\u00e9seaux sociaux permettent en d\u00e9finitive d\u2019\u00e9laborer des strat\u00e9gies marketing plus fines.<\/p>\n\n\n\n

Nous nous avons \u00e0 c\u0153ur les int\u00e9r\u00eats de nos utilisateurs, et c\u2019est pour leur permettre d’atteindre plus facilement leurs objectifs marketing que notre squad monitoring a enti\u00e8rement reconstruit notre fonctionnalit\u00e9 basic alert. Parcourez avec nous cette interview de Nicolas, Product manager au sein de cette squad, pour mieux comprendre comment cette fonctionnalit\u00e9 revisit\u00e9e simplifie le monitoring.<\/p>\n\n\n\n

Bonjour Nicolas, peux-tu nous parler de ta squad ?<\/h2>\n\n\n\n

Bonjour Ra\u00efssa\u202f! La squad monitor, c\u2019est un peu le c\u0153ur de notre produit de veille sociale, je l\u2019ai rejoint il y a plusieurs mois maintenant. On couvre plusieurs sujets, le premier, c’est celui de l\u2019accessibilit\u00e9 \u00e0 la donn\u00e9e<\/strong>, autrement dit, d\u00e9finir \u00e0 quelles sources on branche le produit. Aujourd\u2019hui, on a les r\u00e9seaux sociaux, le web parmi nos sources et ce sont essentiellement des mentions au format \u00e9crit que l\u2019on extrait de ces sources. Pour donner un cas concret, nous sommes aujourd\u2019hui capables de retrouver les mentions d\u2019une marque ou un mot cl\u00e9 sur YouTube par exemple, en s\u2019appuyant sur le titre de la vid\u00e9o. Dans un avenir tr\u00e8s proche, la question va se poser de r\u00e9cup\u00e9rer de plus en plus de mentions au format vid\u00e9o et au format audio sans l\u2019aide du titre ou de la description. Le deuxi\u00e8me sujet est la recherche de la donn\u00e9e<\/strong>, une fois tous les branchements effectu\u00e9s avec notre web app pour avoir un maximum de sources, comment on permet aux utilisateurs de rechercher la donn\u00e9e sur notre interface. Le dernier sujet, c\u2019est la pr\u00e9sentation de la donn\u00e9e<\/strong> et notamment des mentions r\u00e9cup\u00e9r\u00e9es pour une alerte donn\u00e9e. Chez nous, \u00e7a se pr\u00e9sente sous la forme d\u2019un feed<\/em>.<\/p>\n\n\n\n

La nouvelle basic alert, en une phrase, qu’est-ce que c’est\u202f? Et, \u00e0 qui \u00e7a s\u2019adresse ?<\/h2>\n\n\n
\n
\"\"<\/figure>\n<\/div>\n\n\n
\n

“Une interface didactique et intuitive combinant deux modes de recherche : une recherche par mot cl\u00e9 et une recherche par entit\u00e9.”<\/p>\n\u2014 Nicolas, Product Manager<\/cite><\/blockquote>\n\n\n\n

Je dirais que quel que soit leur cas d\u2019usage de veille sociale, les utilisateurs pourront cr\u00e9er une alerte qui leur convient via une interface didactique et intuitive combinant deux modes de recherche: une recherche par mot cl\u00e9 et une recherche par entit\u00e9. Ce que j\u2019entends par \u201crecherche par entit\u00e9\u201d, c\u2019est que pour une entreprise ou m\u00eame une personnalit\u00e9 publique donn\u00e9e, il est possible de tracker quasiment tous les r\u00e9seaux sociaux associ\u00e9s ainsi que les sites de notation ou avis client.<\/p>\n\n\n\n

Elle est parfaite pour tous les utilisateurs<\/strong>, \u00e0 vrai dire, parce qu\u2019elle est facile \u00e0 prendre en main. Elle adresse tous les cas d\u2019usage de Mention: sant\u00e9 de la marque, analyse concurrentielle, suivi de campagne ou d\u2019\u00e9v\u00e9nement\u2026. Le tout en expliquant bien le mode de recherche employ\u00e9, ce qui permet d\u2019avoir des r\u00e9sultats plus pr\u00e9cis sans forc\u00e9ment avoir de connaissance pouss\u00e9e de la cr\u00e9ation de requ\u00eate.<\/p>\n\n\n\n

En quoi la nouvelle basic alert<\/em> va-t-elle \u00e9liminer certaines difficult\u00e9s qui \u00e9taient propres \u00e0 cette cible ?<\/h2>\n\n\n\n

Dans les probl\u00e8mes que l’on nous a remont\u00e9s, le principal \u00e9tait celui de l‘afflux massif de mentions dans le feed<\/strong>. La raison tenait notamment au fait que l’on n’explicitait pas suffisamment les modes de recherches employ\u00e9s au moment de la cr\u00e9ation. Avec la nouvelle basic alert<\/em>, on a une approche plus didactique<\/strong> de la cr\u00e9ation d’alerte. On permet ainsi \u00e0 nos utilisateurs de limiter le nombre de mentions r\u00e9colt\u00e9es, mais surtout, d’en am\u00e9liorer significativement la qualit\u00e9<\/strong>. Et, c’est d\u2019autant plus vrai avec un nouvel assistant incorpor\u00e9 !<\/p>\n\n\n\n

Int\u00e9ressant ! Et, comment fonctionne cet assistant ?<\/h2>\n\n\n\n

L’assistant, comme son nom l’indique, est l\u00e0 pour donner un coup de pouce \u00e0 l’utilisateur dans le raffinement de sa recherche<\/strong>. \u00c0 mesure que l’utilisateur renseigne des mots-cl\u00e9s, l’assistant va automatiquement sugg\u00e9rer les optimisations suivantes : mots clefs associ\u00e9s \u00e0 sa recherche (qu’ils soient positifs ou n\u00e9gatifs), tops hashtags issus des r\u00e9seaux sociaux, tops pays pour cibler ce mot-cl\u00e9.<\/p>\n\n\n\n

Cela permet \u00e0 l’utilisateur d’avoir un aper\u00e7u des r\u00e9sultats avant m\u00eame d’avoir termin\u00e9 la cr\u00e9ation de son alerte. Ce qui r\u00e9pond exactement aux probl\u00e8mes que nous avons \u00e9voqu\u00e9s \u00e0 la question pr\u00e9c\u00e9dente.<\/p>\n\n\n\n

Y a-t-il des limitations ?<\/h2>\n\n\n\n

Oui, il y en a ! La basic alert<\/em> comporte une limitation de 15 mots-cl\u00e9s au maximum et plus sp\u00e9cifiquement : 5 mots-cl\u00e9s requis, 5 mots-cl\u00e9s facultatifs, 5 mots-cl\u00e9s exclus.<\/p>\n\n\n\n

En ce qui concerne le monitoring d’entit\u00e9s, \u00e0 savoir les pages de r\u00e9seaux sociaux et site de notation et d’avis, la principale contrainte \u00e9mane du type d’offre choisie. Celle-ci impacte \u00e0 la fois le volume d’entit\u00e9s monitor\u00e9es, mais \u00e9galement la source. Par exemple, le monitoring de page entreprise LinkedIn n’est accessible qu’aux clients de notre offre Company<\/em>.<\/p>\n\n\n\n

Qu\u2019est-ce qui rend la basic alert<\/em> de Mention plus int\u00e9ressante que les alternatives des concurrents\u202f?<\/h2>\n\n\n\n

\u00c7a, c’est une bonne question\u202f! Je dirais qu\u2019il y a tout d\u2019abord, la quantit\u00e9 de sources auxquelles on est connect\u00e9es. \u00c7a me semble \u00eatre un point essentiel de la veille sociale, d\u2019avoir une quantit\u00e9 de sources significative pour \u00eatre capable d\u2019offrir une recherche 360 \u00e0 nos utilisateurs. Ensuite, il y a notre capacit\u00e9 \u00e0 proposer aujourd\u2019hui des modes de recherche combin\u00e9s, le tout sur une interface intuitive et flexible gr\u00e2ce \u00e0 un design bien pens\u00e9.<\/p>\n\n\n\n

Super ! Merci pour ces explications Nicolas\u202f!<\/h2>\n\n\n\n
\"\"<\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"

Si le monitoring ne fait pas encore partie des habitudes de votre \u00e9quipe marketing, voici en quelques mots pourquoi il participe pleinement au succ\u00e8s de nombreuses \u00e9quipes comme la v\u00f4tre. Appliqu\u00e9 de mani\u00e8re m\u00e9thodique et rigoureuse, il fournit de pr\u00e9cieuses donn\u00e9es qui contribuent \u00e0 des prises de d\u00e9cision \u00e9clair\u00e9es, et ce, pour diff\u00e9rents enjeux marketing … Continue reading Le monitoring simplifi\u00e9. Interview du product manager.<\/span><\/a><\/p>\n","protected":false},"author":388,"featured_media":46555,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[631],"tags":[],"class_list":["post-58795","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites"],"acf":[],"yoast_head":"\nLe monitoring simplifi\u00e9. 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