Concrètement, comment développer ce levier mis en exergue par le Gartner ? Comment structurer ses publications ? Comment valoriser leur contenu ? Comment donner envie de lire ? Une activité de bloggeur, de CM ou … de membres d’un RSE ?


Claude Super, sur son blog, cite le Gartner pour resituer la notion de ‘Magnétisme

  • Le ‘magnétisme’ : Le but devrait naturellement inciter les gens à participer du fait du «ce que je vais y trouver ». …/… Les utilisateurs doivent saisir facilement son importance et la valeur de la participation. L’objectif doit avoir un sens pour les participants, et générer chez eux un besoin impérieux d’y participer.
  • Si vous devez investir beaucoup pour  susciter l’intérêt des utilisateurs, vous avez choisi le mauvais objectif !

Combinons 3 ouvrages
  • Platform : get noticed in a noisy world | Michael Hyatt. Entre PINC et High quality content
    • Titles PINC : Titles that make a Promise, that create Intrigues, that identify a Need and that simply state the Content
    • High quality content and a content that attract a loyal and growing audience
    • A template
    • Lead paragraph & Relevant image
    • Personal experience
    • Main body with bullets points
    • Discussion question
    • Make the post short, use short paragraphs, keep sentences short
    • Use simple words
    • Provide internal links
  • Smart Business, Social Business, a Playbook for Social Media in your Organization | M. Brito
    • The trust barometer indicates that individuals need to hear, read, or see something up 5 times before they actually believe it
    • Hear, see or read x 5
    • But what´s important is more than just content. Companies need to create the right content at the right time, for the right person, and in the right channel
    • Position the Brand as a trusted advisor
  • The Dragonfly Effect | Aaker, Smith, Adler & Ariely
    • Grab the Attention
      • Make someone look. Cut through the noise of social media with something personal, unexpected, visceral and visuel
    • Engage
      • Create a personal connection, accessing higher emotions through deep empathy, authenticity, and telling a story.
      • Engaging is about empowering the audience to care enough to want to do something themselves
    • Take Action
      • Enable and empower others to take action
      • To make action easy you must prototype, deploy, and continuously tweak tools, from being customers to becoming team members – in other words, furthering the cause and the change beyond themselve
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