L’objectif est de mieux appréhender la dynamique liée à l’ère du digital tous azimuts, pour les cadres et dirigeants d’entreprise en Afrique et au Moyen Orient.
“Notre objectif est d’offrir aux participants l’opportunité de découvrir l’état de l’art en matière de médias sociaux, grâce à la présentation d’études de cas par des intervenants de renommée internationale ”, a affirmé Farid Yandouz, directeur général de la société iCompetences.
La rencontre sera ouverte aux directeurs de communication, de marketing, des ressources humaines, des systèmes d’information, et des responsables de médias avec comme but de mieux faire comprendre le rôle que jouent les médias sociaux dans les entreprises et organisations. Il s’agit aussi de tracer les tendances, de voir comment rester compétitif dans un marché en forte évolution et comment améliorer sa rentabilité par rapport à ses investissements. Enfin, l’opportunité sera offerte aux participants de développer leurs contacts auprès des acteurs clés pour réaliser leurs projets.
Le premier axe de SMI 2013 sera dédié aux tendances des médias sociaux et de la communication digitale avec un focus sur les démarches et les outils nécessaires pour permettre à une entreprise de structurer sa présence sur ces nouveaux canaux de communication.
Le deuxième axe aura trait à la thématique de la réputation en ligne, connue communément sous le vocable “e-réputation”. Autrement dit, ce qu’on doit faire pour bien gérer le risque informationnel compte tenu de la dynamique des médias sociaux. La conférence SMI consacre, d’ailleurs, un traitement spécial à la communication de crise dans l’univers du digital sous l’effet de cross-posting (publication multiplateforme).
La problématique de mesure et de benchmarking sera un autre grand thème de réflexion pour répondre à l’enjeu d’évaluation d’une stratégie de présence en ligne.
Enfin le troisième axe de la conférence de Dakar passera en revue le retour sur investissement (ROI) d’une campagne sur les médias sociaux avec, notamment, la présentation d’études de cas de quelques grandes marques : Orange, Cora, Quick et France Télévisions.
Pour mener les débat, des experts de renom sont attendus à Dakar dont Frédéric Cavazza (mediassociaux.fr), Myriam L’Aouffir (Marcom manager, France Télévisions), Yann Gourvennec (directeur International - Web et Médias Sociaux Orange), Nick Petrie (Social Media chez The Times), Chams Diagne (directeur Afrique VIADEO, Fabrice Epelboin (co-fondateur de Owni.fr), etc.
« Ce large panel de conférenciers internationaux et de responsables des activités multimédia et nouveaux médias d’entreprises de l’Europe et de la région Afrique et Moyen-Orient ainsi que le caractère mixte de consultants et de managers présents devrait offrir une opportunité pour les participants afin d’appréhender la dynamique des médias sociaux », selon M. Yandouz.
La conférence, dont les deux premières éditions s’étaient tenues à Marrakech, au Maroc, aura lieu l’hôtel Radisson. L’événement dispose d’un site web consultable par tous à l’adresse : www.smiconference.com
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