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Animer une communauté d'un club sportif grâce au marketing tribal

Animer une communauté d'un club sportif grâce au marketing tribal

          
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About the Book

Souvent les clubs sportifs s'adressent à leurs supporters sur le digital à une audience passive plutôt qu'à une communauté active et très présente dans la vie du club. Ce mémoire a pour but de montrer l'efficacité du marketing tribal sur les réseaux sociaux au sein des supporters d'un club sportif. Ce terme marketing peut vous paraitre complexe mais il s'agit simplement de privilégier une offre mettant en lien les membres d'une communauté plutôt que de proposer un produit fonctionnel répondant à un besoin. C'est donc grâce à l'analyse de deux communautés de clubs sportifs, le Football Bourg-en-Bresse Péronnas 01 et l'US Feillens, club de football professionnel et amateur, que nous avons pu observer si l'interaction des supporters sur les réseaux sociaux du club augmente en utilisant des actions de marketing tribal. Et les résultats se sont confirmés puisque les publications "tribales" émettent deux fois plus d'activités qu'une publication classique que rédige habituellement un club sur les réseaux sociaux. Ce mémoire vous permettra de comprendre quelles sont les méthodes afin de rendre plus actifs les supporters d'un club et qu'ils puissent être plus fidèles à son équipe favorite.


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Product Details
  • ISBN-13: 9786203416138
  • Publisher: KS Omniscriptum Publishing
  • Publisher Imprint: Editions Universitaires Europeennes
  • Height: 229 mm
  • No of Pages: 148
  • Spine Width: 9 mm
  • Width: 152 mm
  • ISBN-10: 6203416134
  • Publisher Date: 23 Apr 2021
  • Binding: Paperback
  • Language: French
  • Returnable: N
  • Weight: 227 gr


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