{"id":55220,"date":"2021-09-16T15:59:08","date_gmt":"2021-09-16T13:59:08","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=55220"},"modified":"2026-10-21T11:55:52","modified_gmt":"2026-10-21T09:55:52","slug":"drive-to-responsibility-quels-canaux-choisir","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/drive-to-responsibility-quels-canaux-choisir\/","title":{"rendered":"Drive to Responsibility : quels canaux choisir ?"},"content":{"rendered":"<p><strong>Le choix des canaux, qui va de pair avec le choix des formats d\u2019une campagne de communication, s\u2019av\u00e8re primordial. Pour aider les communicants \u00e0 <em>choisir les bons canaux <\/em>pour des sujets RSE, iligo a adapt\u00e9 sa m\u00e9thodologie RSE Touch Score.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Le choix des canaux, pour des communications responsables, soul\u00e8ve de nombreuses questions. Premi\u00e8rement, par soucis de coh\u00e9rence, les canaux sont-ils per\u00e7us comme propres&nbsp;? Ensuite, entre autres, que privil\u00e9gier entre de la publicit\u00e9, permettant une diffusion en masse mais peut-\u00eatre moins utile pour convaincre, ou des formats sous formes de reportages, suscitant de la confiance mais avec une moindre diffusion&nbsp;? Quid du r\u00f4le des organismes ind\u00e9pendants, ou des influenceurs&nbsp;? Et des vendeurs en magasin qui peuvent conseiller, ou d\u2019un site internet d\u2019une marque&nbsp;?<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>RSE <\/strong><strong>Touch Score<\/strong><strong>, le classement des points de contacts sur des probl\u00e9matiques RSE<\/strong><\/h4>\n<p>Le <strong>RSE Touch Score<\/strong> est une \u00e9tude qui permet de d\u00e9gager une vision sur l\u2019utilit\u00e9 des canaux. Elle consiste \u00e0 classer un ensemble de points de contacts selon des utilit\u00e9s pr\u00e9d\u00e9finies, par exemple s\u2019informer sur des sujets RSE. La solution est adaptable sur des probl\u00e9matiques propres \u00e0 des secteurs ou \u00e0 une marque.<\/p>\n<p>&nbsp;<\/p>\n<p>En compl\u00e9ment, la <strong>perception de certains supports de communication<\/strong> peut \u00eatre analys\u00e9e au prisme de l\u2019<strong>Eye-tracking<\/strong> et\/ou de la<strong> mesure des \u00e9motions<\/strong>, appuy\u00e9s par des <strong>entretiens individuels<\/strong>. Ces outils donnent des enseignements \u00e0 la fois sur la perception <em>implicite<\/em>, via la technologie, et <em>explicite<\/em>, via les entretiens.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Les m\u00e9thodologies pr\u00e9sent\u00e9es permettront de d\u00e9finir un<strong> mix de communication id\u00e9al<\/strong> pour communiquer autour de sujets RSE selon les objectifs poursuivis par une marque.<\/p>","protected":false},"excerpt":{"rendered":"<p>Le RSE Touch Score est une \u00e9tude qui permet de d\u00e9gager une vision sur l\u2019utilit\u00e9 des canaux. Elle consiste \u00e0 classer un ensemble de points de contacts selon des utilit\u00e9s pr\u00e9d\u00e9finies.<\/p>","protected":false},"author":2,"featured_media":55223,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,316,400],"tags":[2556,2554,2550],"class_list":["post-55220","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-etudes","category-iligo","tag-communications-responsables","tag-drive-to-responsibility","tag-rse"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>iligo - Research Agency | Drive to Responsibility : quels canaux choisir ?<\/title>\n<meta name=\"description\" content=\"Le RSE Touch Score est une \u00e9tude qui permet de d\u00e9gager une vision sur l\u2019utilit\u00e9 des canaux. 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