{"id":341443,"date":"2023-06-29T14:30:40","date_gmt":"2023-06-29T12:30:40","guid":{"rendered":"https:\/\/agence-samba.com\/?p=341443"},"modified":"2023-06-29T15:26:38","modified_gmt":"2023-06-29T13:26:38","slug":"quand-la-com-devient-un-outil-de-travail-collaboratif","status":"publish","type":"post","link":"https:\/\/agence-samba.com\/en\/quand-la-com-devient-un-outil-de-travail-collaboratif\/","title":{"rendered":"Quand la com’ devient un outil de travail collaboratif"},"content":{"rendered":"

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strat\u00e9gie de communication<\/h3>\n

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Quand la com’ devient un outil de travail collaboratif<\/h1>\n

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Par essence, la communication se veut une discipline vivante et ouverte \u00e0 l\u2019autre<\/strong>. Pour informer et valoriser son projet, n\u2019est-il pas essentiel d\u2019int\u00e9grer dans sa d\u00e9marche l\u2019ensemble de ses parties prenantes<\/strong> ? C\u2019est le r\u00f4le de la communication collaborative<\/strong>, un outil de travail f\u00e9d\u00e9rateur au service de vos engagements.<\/span><\/p>\n

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Pourquoi impliquer ses parties prenantes dans une communication collaborative ?<\/strong><\/h2>\n

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Mutualiser les id\u00e9es<\/strong><\/h4>\n

Communiquer, c\u2019est r\u00e9pondre aux attentes d\u2019un public cible. Et qui mieux que vos parties prenantes pour vous aider \u00e0 rep\u00e9rer les besoins de vos clients et b\u00e9n\u00e9ficiaires ? Qu\u2019on \u00e9volue au sein d\u2019une entreprise, d\u2019une collectivit\u00e9 ou d\u2019une association, l\u2019intelligence collective demeure une grande richesse.\u00a0<\/span><\/p>\n

Quelles que soient leurs comp\u00e9tences en communication, b\u00e9n\u00e9voles, professionnels de terrain ou \u00e9lus poss\u00e8dent leur propre perception des enjeux auxquels vous r\u00e9pondez. Leurs id\u00e9es enrichissent le d\u00e9bat et stimulent la cr\u00e9ativit\u00e9 et l\u2019innovation au sein de votre organisation<\/strong>.<\/span><\/p>\n

 <\/p>\n

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Valoriser l\u2019exp\u00e9rience de chacun<\/strong><\/h4>\n

Collaborer avec ses parties prenantes offre l\u2019avantage de mieux comprendre son public cible<\/strong>. Mais c\u2019est aussi un formidable outil pour valoriser chaque personne qui gravite autour de votre projet<\/strong> ! S\u2019int\u00e9grer dans une d\u00e9marche de communication collaborative r\u00e9pond \u00e0 une envie de partager, \u00e0 un besoin de reconnaissance, \u00e0 une motivation communautaire.\u00a0<\/span><\/p>\n

En offrant \u00e0 tous la possibilit\u00e9 de s\u2019exprimer, vous ouvrez la porte \u00e0 la diversit\u00e9<\/strong> et \u00e0 l\u2019inclusion<\/strong>. Vous sortez d\u2019une relation \u00e0 sens unique pour nouer un lien plus authentique et renforcer la proximit\u00e9 avec vos partenaires et b\u00e9n\u00e9ficiaires.<\/span><\/p>\n

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F\u00e9d\u00e9rer avec la communication collaborative<\/strong><\/h4>\n

La communication participative constitue un bon moyen de d\u00e9velopper l\u2019engagement de vos salari\u00e9s, \u00e9lus, b\u00e9n\u00e9voles et b\u00e9n\u00e9ficiaires<\/strong>. Les int\u00e9grer dans votre d\u00e9marche de communicant permet d\u2019accentuer le sentiment d\u2019appartenance autour d\u2019un objectif commun<\/strong>. Et l\u2019impression d\u2019avoir eu une influence, d\u2019avoir apport\u00e9 un avis ou une comp\u00e9tence qui a compt\u00e9 d\u00e9cuple cette impression.<\/span><\/p>\n

En collaborant avec toutes les parties prenantes, votre organisation am\u00e9liore sa l\u00e9gitimit\u00e9 et la qualit\u00e9 per\u00e7ue de ses services. Pour que la communication collaborative fonctionne dans une relation de confiance, il vous faudra toutefois respecter les piliers de la <\/span>communication responsable<\/a><\/span><\/strong>, et produire du sens dans votre d\u00e9marche. <\/span><\/p>\n

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Trois exemples de communication collaborative<\/strong><\/h2>\n

[\/et_pb_text][et_pb_divider color=\u00a0\u00bb#ffa33e\u00a0\u00bb divider_weight=\u00a0\u00bb2px\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ width=\u00a0\u00bb25%\u00a0\u00bb custom_margin=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb animation_style=\u00a0\u00bbfade\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_divider][et_pb_toggle title=\u00a0\u00bbLa collaboration au service de la strat\u00e9gie de communication\u00a0\u00bb open=\u00a0\u00bbon\u00a0\u00bb open_toggle_text_color=\u00a0\u00bb#EB5A3B\u00a0\u00bb icon_color=\u00a0\u00bb#EB5A3B\u00a0\u00bb open_icon_color=\u00a0\u00bb#EB5A3B\u00a0\u00bb _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_text_color=\u00a0\u00bb#EB5A3B\u00a0\u00bb title_level=\u00a0\u00bbh3″ title_font=\u00a0\u00bb|700|||||||\u00a0\u00bb title_font_size=\u00a0\u00bb19px\u00a0\u00bb body_text_color=\u00a0\u00bb#02105B\u00a0\u00bb background_color=\u00a0\u00bbRGBA(255,255,255,0)\u00a0\u00bb custom_padding=\u00a0\u00bb0px|0px|0px|0px|true|true\u00a0\u00bb title_font_size_tablet=\u00a0\u00bb17px\u00a0\u00bb title_font_size_phone=\u00a0\u00bb15px\u00a0\u00bb title_font_size_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb body_font_size_tablet=\u00a0\u00bb\u00a0\u00bb body_font_size_phone=\u00a0\u00bb\u00a0\u00bb body_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb border_width_all=\u00a0\u00bb0px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Alors, comment impliquer concr\u00e8tement ses parties prenantes quand on est un professionnel de la communication ? En premier lieu, il est possible d\u2019int\u00e9grer des acteurs de terrain d\u00e8s la phase de strat\u00e9gie. Identit\u00e9 de marque, d\u00e9finition de ses objectifs de communication, de sa ligne \u00e9ditoriale\u2026<\/strong> Chaque pilier de votre communication peut \u00eatre appuy\u00e9 par une d\u00e9marche collaborative.\u00a0\u00a0<\/span><\/p>\n

N\u2019h\u00e9sitez donc pas \u00e0 organiser des ateliers de co-construction<\/strong> ! Favorisez les outils ludiques et visuels<\/strong>, plus \u00e0 m\u00eame de capter l\u2019attention d\u2019un public de non initi\u00e9s. Par exemple, on peut s\u2019appuyer sur une carte d\u2019empathie pour cr\u00e9er des personas de mani\u00e8re collective. Bien entendu, les participants ne viennent pas remplacer le professionnel, qui se doit d\u2019\u00eatre \u00e0 l\u2019\u00e9coute, analyser et hi\u00e9rarchiser l\u2019ensemble des donn\u00e9es pour cr\u00e9er une communication lisible et attractive. Chez SAMBA, c\u2019est dans notre ADN de travailler de cette mani\u00e8re !<\/strong><\/span><\/p>\n

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L\u2019\u00e9mergence du web a modifi\u00e9 le r\u00f4le des communicants, qui doivent d\u00e9sormais administrer de nombreux canaux de communication (newsletter, r\u00e9seaux sociaux, articles de blogs) au quotidien. Et si on s\u2019appuyait sur les savoirs des personnels, \u00e9lus, b\u00e9n\u00e9voles et b\u00e9n\u00e9ficiaires pour animer ces diff\u00e9rents m\u00e9dias ? Avec la cr\u00e9ation d\u2019un comit\u00e9 \u00e9ditorial<\/strong>, vous allez remettre l\u2019intelligence collective au c\u0153ur de votre cr\u00e9ation de contenus<\/strong>.<\/span><\/p>\n

Rassemblez un petit groupe de personnes sensibilis\u00e9es \u00e0 la communication et proposez-leur une rencontre \u00e0 fr\u00e9quence r\u00e9guli\u00e8re. C\u2019est vous qui animerez ces temps d\u2019\u00e9changes et serez garant de la ligne \u00e9ditoriale de votre \u00e9tablissement. Lors de chaque comit\u00e9 de r\u00e9daction, vous pouvez faire le point sur les contenus qui ont plus ou moins march\u00e9, et engager une d\u00e9marche de brainstorming<\/strong> de formats et de sujets \u00e0 traiter. N\u2019h\u00e9sitez pas \u00e0 faire travailler le groupe sur les attentes de vos publics, avec des m\u00e9thodes interactives et collaboratives qui sauront les impliquer dans la d\u00e9marche.<\/span><\/p>\n

[\/et_pb_toggle][et_pb_toggle title=\u00a0\u00bbInnover avec la co-cr\u00e9ation\u00a0\u00bb open_toggle_text_color=\u00a0\u00bb#EB5A3B\u00a0\u00bb icon_color=\u00a0\u00bb#EB5A3B\u00a0\u00bb open_icon_color=\u00a0\u00bb#EB5A3B\u00a0\u00bb _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_text_color=\u00a0\u00bb#EB5A3B\u00a0\u00bb title_level=\u00a0\u00bbh3″ title_font=\u00a0\u00bb|700|||||||\u00a0\u00bb title_font_size=\u00a0\u00bb19px\u00a0\u00bb body_text_color=\u00a0\u00bb#02105B\u00a0\u00bb background_color=\u00a0\u00bbRGBA(255,255,255,0)\u00a0\u00bb custom_padding=\u00a0\u00bb0px|0px|0px|0px|true|true\u00a0\u00bb title_font_size_tablet=\u00a0\u00bb17px\u00a0\u00bb title_font_size_phone=\u00a0\u00bb15px\u00a0\u00bb title_font_size_last_edited=\u00a0\u00bbon|tablet\u00a0\u00bb body_font_size_tablet=\u00a0\u00bb\u00a0\u00bb body_font_size_phone=\u00a0\u00bb\u00a0\u00bb body_font_size_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb border_width_all=\u00a0\u00bb0px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Ces derni\u00e8res ann\u00e9es, la co-cr\u00e9ation est devenue un outil marketing incontournable<\/strong>. Et pour cause : selon l\u2019\u00e9tude <\/span>#\u00e7amarque2021<\/span><\/a><\/span>,<\/span> 84% des Fran\u00e7ais d\u00e9clarent \u00eatre pr\u00eats \u00e0 aider les marques \u00e0 s’am\u00e9liorer. Des plateformes collaboratives aux forums, en passant par les sondages et les ateliers, la co-cr\u00e9ation constitue un processus innovant qui associe le b\u00e9n\u00e9ficiaire \u00e0 la cr\u00e9ation d\u2019un produit, d\u2019un service, d\u2019un slogan, ou d\u2019un message publicitaire.<\/span><\/p>\n

Dans cette d\u00e9marche, il s\u2019agit d\u2019user de transparence, et d\u2019offrir \u00e0 ses participants toutes les cl\u00e9s pour comprendre le sens de leur engagement. <\/span>C\u2019est qui le Patron ?!<\/a><\/span><\/strong> dont le mod\u00e8le \u00e9conomique est bas\u00e9 sur la co-construction, publie par exemple sur son site internet le r\u00e9sultat d\u00e9taill\u00e9 des votes des consommateurs. La marque offre la possibilit\u00e9 de s’assurer que le cahier des charges d\u00e9fini par la communaut\u00e9 est bien respect\u00e9.<\/span><\/p>\n

Outre les grandes marques, les collectivit\u00e9s territoriales se sont, elles aussi, empar\u00e9es du sujet avec le marketing territorial. Objectif : valoriser un territoire en s\u2019appuyant sur ses habitants<\/strong>. C\u2019\u00e9tait par exemple la strat\u00e9gie du Comit\u00e9 R\u00e9gional de Tourisme (CRT) de la r\u00e9gion Occitanie avec sa <\/span>campagne participative #onattendquetoi<\/a><\/span><\/strong> lanc\u00e9e sur Instagram. La r\u00e9gion a ainsi pu asseoir son nouveau positionnement \u201cd\u2019occitalit\u00e9\u201d en se basant sur une communaut\u00e9 fi\u00e8re d\u2019appartenir \u00e0 ce territoire<\/strong>.<\/span><\/p>\n

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Campagne participative #onattendquetoi<\/span><\/em><\/p>\n

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La communication ne peut plus se passer de collaboration d\u00e9sormais !<\/strong> La d\u00e9marche de communication collaborative offre les moyens de mieux comprendre les besoins et les exigences de son public cible<\/strong>. Vos parties prenantes peuvent, de leur c\u00f4t\u00e9, faire entendre leur voix et se sentir investies dans une d\u00e9marche f\u00e9d\u00e9ratrice. Et si la co-construction est toujours plus impactante dans la vie r\u00e9elle, le num\u00e9rique se veut aussi un puissant outil pour mobiliser autour de votre projet.<\/span><\/p>\n

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Nos articles sur la m\u00eame th\u00e9matique<\/h3>\n

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strat\u00e9gie de communicationQuand la com’ devient un outil de travail collaboratifPar essence, la communication se veut une discipline vivante et ouverte \u00e0 l\u2019autre. Pour informer et valoriser son projet, n\u2019est-il pas essentiel d\u2019int\u00e9grer dans sa d\u00e9marche l\u2019ensemble de ses parties prenantes ? C\u2019est le r\u00f4le de la communication collaborative, un outil de travail f\u00e9d\u00e9rateur au service de vos engagements.Pourquoi impliquer ses parties prenantes dans une communication collaborative ?Mutualiser les id\u00e9es Communiquer, c\u2019est r\u00e9pondre aux attentes d\u2019un public cible. Et qui mieux que vos parties prenantes pour vous aider \u00e0 rep\u00e9rer les besoins de vos clients et b\u00e9n\u00e9ficiaires ? Qu\u2019on \u00e9volue au sein d\u2019une entreprise, d\u2019une collectivit\u00e9 ou d\u2019une association, l\u2019intelligence collective demeure une grande richesse.\u00a0 Quelles que soient leurs comp\u00e9tences en communication, b\u00e9n\u00e9voles, professionnels de terrain ou \u00e9lus poss\u00e8dent leur propre perception des enjeux auxquels vous r\u00e9pondez. Leurs id\u00e9es enrichissent le d\u00e9bat et stimulent la cr\u00e9ativit\u00e9 et l\u2019innovation au sein de votre organisation.  Valoriser l\u2019exp\u00e9rience de chacun Collaborer avec ses parties prenantes offre l\u2019avantage de mieux comprendre son public cible. Mais c\u2019est aussi un formidable outil pour valoriser chaque personne qui gravite autour de votre projet ! S\u2019int\u00e9grer dans une d\u00e9marche de communication collaborative r\u00e9pond \u00e0 une envie de partager, […]<\/p>\n","protected":false},"author":6,"featured_media":341445,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"2880","footnotes":""},"categories":[29,32],"tags":[],"class_list":["post-341443","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-responsable","category-strategie-de-communication"],"yoast_head":"\nMettre en place une communication collaborative<\/title>\n<meta name=\"description\" content=\"Et si la communication devenait un outil de travail collectif ? 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