{"id":6861,"date":"2026-03-31T12:11:52","date_gmt":"2026-03-31T10:11:52","guid":{"rendered":"https:\/\/www.commnjoy-communitymanager.fr\/?page_id=6861"},"modified":"2026-04-28T12:59:39","modified_gmt":"2026-04-28T10:59:39","slug":"audit-refonte-social-media-am-art-films","status":"publish","type":"page","link":"https:\/\/www.commnjoy-communitymanager.fr\/en\/portfolio-community-manager\/audit-refonte-social-media-am-art-films\/","title":{"rendered":"AM Art Films – Audit et Refonte Social Media"},"content":{"rendered":"\t\t
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Comm’n’joy Social Media Strategist freelance<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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AM Art Films & Eye Art dotation : audit et refonte de la Strat\u00e9gie Social Media.<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Audit, refonte et redressement des performances social media sur Instagram et Facebook pour deux Fonds d'Art contemporain.<\/a><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Contexte social media et audit de l'\u00e9cosyst\u00e8me digital pour refonte.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Contexte : Valoriser le m\u00e9c\u00e9nat et l’art contemporain. Faire d\u00e9couvrir le processus cr\u00e9atif des artistes et d\u00e9velopper la culture de l’art \u00e0 l’\u00e9cole.\u00a0<\/p>

De septembre \u00e0 novembre 2022, j’ai accompagn\u00e9 les Fonds de dotation d’Amaury Mulliez (AM Art Films<\/a> et Eye Art Dotation<\/a>). Ma mission consistait \u00e0 structurer la visibilit\u00e9 digitale de leurs productions audiovisuelles.\u00a0<\/p>

Auparavant, la gestion \u00e9tait confi\u00e9e \u00e0 une agence travaillant en \u00ab pilote automatique \u00bb. Le contenu manquait de profondeur, de strat\u00e9gie SEO, de branding et d’engagement r\u00e9el. Mon r\u00f4le a \u00e9t\u00e9 d’apporter une expertise humaine et strat\u00e9gique pour promouvoir des \u0153uvres exigeantes et leur processus cr\u00e9atif aupr\u00e8s d’une audience de collectionneurs et d’institutions.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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P\u00e9rim\u00e8tre de la mission : audit, refonte strat\u00e9gique et animation.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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DE L'AUDIT \u00c0 LA PERFORMANCE ORGANIQUE.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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1\u00e8re quinzaine<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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progression organique constante couverture sur 90 jours<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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vue ensemble 2d compte Instagram apr\u00e8s applications des bonnes pratiques de l'audit.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Ma\u00a0 mission pour AM Art Films et Eye Art dotation s’est articul\u00e9e autour d’une restructuration compl\u00e8te du compte. L’objectif \u00e9tait de sortir d’une diffusion\u00a0 \u00a0robotis\u00e9e pour cr\u00e9er un media culturel plus engag\u00e9.\u00a0<\/p>

1. L’Audit de l’\u00e9cosyt\u00e8me digital.\u00a0<\/h3>

On avait jusque l\u00e0 un \u00e9cosyst\u00e8me un peu en sommeil, l’agence pr\u00e9c\u00e9dente ne semblait pas avoir de strat\u00e9gie de visibilit\u00e9 aboutie.\u00a0<\/p>

  • Oublis SEO\u00a0 majeur : absence de hashtags sectoriels forts et de branding.<\/li>
  • usage fr\u00e9quent de liens YouTube sur Facebook au d\u00e9triment de Facebook Watch.<\/li>
  • Sur eye art : ton plus ludique \u00e0 employer, langage pour interpeller les structures \u00e9ducatives.<\/li>
  • Mise en\u00a0 place des CTA.<\/li>
  • Comptes tr\u00e8s s\u00e9par\u00e9s et non connexes.<\/li>
  • des r\u00e9p\u00e9titions de type \u201c consultez le film\u00a0\u00bb puis \u00ab\u00a0voir le lien en bio\u00a0\u00bb dans le m\u00eame post.<\/li>
  • YouTube sous-exploit\u00e9 : manque de m\u00e9tadonn\u00e9es, en descriptions structur\u00e9es et d’optimisation en r\u00e8gle g\u00e9n\u00e9rale.<\/li><\/ul>

    2. Animation social media et r\u00e9daction.<\/h3>
    • Storytelling et engagement : r\u00e9daction de textes structur\u00e9s pour favoriser l’interaction et optimisation SEO orient\u00e9 d\u00e9couverte.<\/li>
    • R\u00e9gularit\u00e9 du planning.<\/li>
    • Newsjacking sur l’actualit\u00e9 des artistes concern\u00e9s par les films AM Art en parall\u00e8le de la diffusion des tandems (films courts).<\/li><\/ul>

      3. Optimisation du catalogue YouTube.<\/h3>

      Pour maximiser la d\u00e9couvrabilit\u00e9 des productions AM Art Films, j’ai con\u00e7u une\u00a0 structure de meta donn\u00e9es standardis\u00e9e et optimis\u00e9e pour le moteur de recherche.<\/p>

      • Ing\u00e9nierie des metadonn\u00e9es : r\u00e9daction de fiches par\u00a0 film avec titre, description et tags optimis\u00e9s.<\/li>
      • R\u00e9f\u00e9rencement par mots clefs : s\u00e9lection de tags sectoriels pr\u00e9cis pour positionner les vid\u00e9os dans les suggestions pertinentes.<\/li>
      • storytelling institutionnel : r\u00e9daction des bios des artistes et descriptifs techniques pour\u00a0 transformer\u00a0 chaque film en une archive document\u00e9e et professionnelle.<\/li>
      • maillage de visibilit\u00e9 : int\u00e9gration des mots clefs li\u00e9s aux institutions partenaires pour capter une audience qualifi\u00e9e et de liens pour le maillage interne.<\/li><\/ul>

        Note de mission : bien qu’un premier catalogue a \u00e9t\u00e9 livr\u00e9 pour renforcer le SEO \u00e0 long terme de la cha\u00eene, son impl\u00e9mentation technique est rest\u00e9e \u00e0 la discr\u00e9tion des \u00e9quipes internes.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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        augmentation de la d\u00e9couverte organique apr\u00e8s application des bonnes pratiques<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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        R\u00c9SULTATS OBTENUS ET VISIBILIT\u00c9 ORGANIQUE<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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        1. UNE CROISSANCE ORGANIQUE EXPONENTIELLE.<\/h3>

        L’application de la strat\u00e9gie de contenu a permis de redresser la visibilit\u00e9 des deux entit\u00e9s\u00a0 d\u00e8s les premi\u00e8res semaines de mission. Ces r\u00e9sultats, obtenus sans aucun budget publicitaire, d\u00e9montrent l’efficacit\u00e9 d’un ciblage \u00e9dditorial et d’une rigueur techniques constante malgr\u00e9 un process de validdation complexe.<\/p>

        2. PERFORMANCE GLOBALE T ACQUISITION (Am Art Films).<\/h3>

        Le travail sur l’engagement a permis de briser les plafonds de verre de l’audience pr\u00e9c\u00e9dente :\u00a0<\/p>

        • Explosion de la port\u00e9e : une augmentation de 230% de comptes touch\u00e9s sur la p\u00e9riode globale.<\/li>
        • Dynamique de trafic : le profil Instagram a enregistr\u00e9 498 visites (+63,3%) et la page Facebook 306 (+268,7%).<\/li>
        • Acquisition de nouveaux profils : sur 1630 comptes touch\u00e9s\u00a0 dans les 15 premiers jours, 1100 \u00e9taient des non-followers. Ainsi, le contenu a r\u00e9ussi \u00e0 sortir tr\u00e8s vite du cercle d’initi\u00e9s.<\/li>
        • Croissance de la communaut\u00e9 : l’acquisition de nouveaux abonn\u00e9s a boni de +92% sur Instagram durant la p\u00e9riode.<\/li><\/ul>

          3. Focus sur Eye Art Dotation.\u00a0<\/h3>

          La mise en place d’un ton plus direct et de CTA syst\u00e9matiques a g\u00e9n\u00e9r\u00e9 un pic historique pour le fonds :\u00a0<\/p>

          • Visibilit\u00e9 record : une hausse\u00a0 de 413% de comptes touch\u00e9s ssur Isstagram.<\/li>
          • Engagement communautaire : une progression massive de +5300% d’interactions avec le contenu.<\/li>
          • Conversion de niche : l’audience s’est r\u00e9v\u00e9l\u00e9e tr\u00e8s qualifi\u00e9e, avec une forte concentration sur le bassin culturel parisien (38,5% de l’audience totale).<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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            Contactez-moi pour travailler ensemble<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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            Comm’n’joy Social Media Strategist freelance AM Art Films & Eye Art dotation : audit et refonte de la Strat\u00e9gie Social Media. Audit, refonte et redressement des performances social media sur Instagram et Facebook pour deux Fonds d’Art contemporain. Contexte social media et audit de l’\u00e9cosyst\u00e8me digital pour refonte. Contexte : Valoriser le m\u00e9c\u00e9nat et l’art contemporain. Faire d\u00e9couvrir le processus cr\u00e9atif des artistes et d\u00e9velopper la culture de l’art \u00e0 l’\u00e9cole.\u00a0 De septembre \u00e0 novembre 2022, j’ai accompagn\u00e9 les Fonds de dotation d’Amaury Mulliez (AM Art Films et Eye Art Dotation). Ma mission consistait \u00e0 structurer la visibilit\u00e9 digitale de leurs productions audiovisuelles.\u00a0 Auparavant, la gestion \u00e9tait confi\u00e9e \u00e0 une agence travaillant en \u00ab pilote automatique \u00bb. Le contenu manquait de profondeur, de strat\u00e9gie SEO, de branding et d’engagement r\u00e9el. Mon r\u00f4le a \u00e9t\u00e9 d’apporter une expertise humaine et strat\u00e9gique pour promouvoir des \u0153uvres exigeantes et leur processus cr\u00e9atif aupr\u00e8s d’une audience de collectionneurs et d’institutions.\u00a0 P\u00e9rim\u00e8tre de la mission : audit, refonte strat\u00e9gique et animation. DE L’AUDIT \u00c0 LA PERFORMANCE ORGANIQUE. 1\u00e8re quinzaine progression organique constante couverture sur 90 jours vue ensemble 2d compte Instagram apr\u00e8s applications des bonnes pratiques de l’audit. Ma\u00a0 mission pour AM Art Films et Eye Art dotation s’est articul\u00e9e autour d’une restructuration compl\u00e8te du compte. L’objectif \u00e9tait de sortir d’une diffusion\u00a0 \u00a0robotis\u00e9e pour cr\u00e9er un media culturel plus engag\u00e9.\u00a0 1. L’Audit de l’\u00e9cosyt\u00e8me digital.\u00a0 On avait jusque l\u00e0 un \u00e9cosyst\u00e8me un peu en sommeil, l’agence pr\u00e9c\u00e9dente ne semblait pas avoir de strat\u00e9gie de visibilit\u00e9 aboutie.\u00a0 Oublis SEO\u00a0 majeur : absence de hashtags sectoriels forts et de branding. usage fr\u00e9quent de liens YouTube sur Facebook au d\u00e9triment de Facebook Watch. Sur eye art : ton plus ludique \u00e0 employer, langage pour interpeller les structures \u00e9ducatives. Mise en\u00a0 place des CTA. Comptes tr\u00e8s s\u00e9par\u00e9s et non connexes. des r\u00e9p\u00e9titions de type \u201c consultez le film\u00a0\u00bb puis \u00ab\u00a0voir le lien en bio\u00a0\u00bb dans le m\u00eame post. YouTube sous-exploit\u00e9 : manque de m\u00e9tadonn\u00e9es, en descriptions structur\u00e9es et d’optimisation en r\u00e8gle g\u00e9n\u00e9rale. 2. Animation social media et r\u00e9daction. Storytelling et engagement : r\u00e9daction de textes structur\u00e9s pour favoriser l’interaction et optimisation SEO orient\u00e9 d\u00e9couverte. R\u00e9gularit\u00e9 du planning. Newsjacking sur l’actualit\u00e9 des artistes concern\u00e9s par les films AM Art en parall\u00e8le de la diffusion des tandems (films courts). 3. Optimisation du catalogue YouTube. Pour maximiser la d\u00e9couvrabilit\u00e9 des productions AM Art Films, j’ai con\u00e7u une\u00a0 structure de meta donn\u00e9es standardis\u00e9e et optimis\u00e9e pour le moteur de recherche. Ing\u00e9nierie des metadonn\u00e9es : r\u00e9daction de fiches par\u00a0 film avec titre, description et tags optimis\u00e9s. R\u00e9f\u00e9rencement par mots clefs : s\u00e9lection de tags sectoriels pr\u00e9cis pour positionner les vid\u00e9os dans les suggestions pertinentes. storytelling institutionnel : r\u00e9daction des bios des artistes et descriptifs techniques pour\u00a0 transformer\u00a0 chaque film en une archive document\u00e9e et professionnelle. maillage de visibilit\u00e9 : int\u00e9gration des mots clefs li\u00e9s aux institutions partenaires pour capter une audience qualifi\u00e9e et de liens pour le maillage interne. Note de mission : bien qu’un premier catalogue a \u00e9t\u00e9 livr\u00e9 pour renforcer le SEO \u00e0 long terme de la cha\u00eene, son impl\u00e9mentation technique est rest\u00e9e \u00e0 la discr\u00e9tion des \u00e9quipes internes. augmentation de la d\u00e9couverte organique apr\u00e8s application des bonnes pratiques R\u00c9SULTATS OBTENUS ET VISIBILIT\u00c9 ORGANIQUE 1. UNE CROISSANCE ORGANIQUE EXPONENTIELLE. L’application de la strat\u00e9gie de contenu a permis de redresser la visibilit\u00e9 des deux entit\u00e9s\u00a0 d\u00e8s les premi\u00e8res semaines de mission. Ces r\u00e9sultats, obtenus sans aucun budget publicitaire, d\u00e9montrent l’efficacit\u00e9 d’un ciblage \u00e9dditorial et d’une rigueur techniques constante malgr\u00e9 un process de validdation complexe. 2. PERFORMANCE GLOBALE T ACQUISITION (Am Art Films). Le travail sur l’engagement a permis de briser les plafonds de verre de l’audience pr\u00e9c\u00e9dente :\u00a0 Explosion de la port\u00e9e : une augmentation de 230% de comptes touch\u00e9s sur la p\u00e9riode globale. Dynamique de trafic : le profil Instagram a enregistr\u00e9 498 visites (+63,3%) et la page Facebook 306 (+268,7%). Acquisition de nouveaux profils : sur 1630 comptes touch\u00e9s\u00a0 dans les 15 premiers jours, 1100 \u00e9taient des non-followers. Ainsi, le contenu a r\u00e9ussi \u00e0 sortir tr\u00e8s vite du cercle d’initi\u00e9s. Croissance de la communaut\u00e9 : l’acquisition de nouveaux abonn\u00e9s a boni de +92% sur Instagram durant la p\u00e9riode. 3. Focus sur Eye Art Dotation.\u00a0 La mise en place d’un ton plus direct et de CTA syst\u00e9matiques a g\u00e9n\u00e9r\u00e9 un pic historique pour le fonds :\u00a0 Visibilit\u00e9 record : une hausse\u00a0 de 413% de comptes touch\u00e9s ssur Isstagram. Engagement communautaire : une progression massive de +5300% d’interactions avec le contenu. Conversion de niche : l’audience s’est r\u00e9v\u00e9l\u00e9e tr\u00e8s qualifi\u00e9e, avec une forte concentration sur le bassin culturel parisien (38,5% de l’audience totale). 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