Arafat Dj : ces techniques du marketing digital qui l’ont élevé sur le web

Arafat Dj, c’est en tout plus de 4 millions d’abonnés sur les réseaux sociaux et plus de 86 millions de vues sur Youtube. L’artiste-musicien est le plus suivi sur Facebook et a réussi à se positionner dans le top de Youtube en Côte d’Ivoire. Comment Arafat Dj a pu se créer une telle notoriété ? Comment s’inspirer de la stratégie digitale de Arafat pour asseoir la notoriété d’une personnalité publique ou d’une marque ? Et quelles sont les techniques pour vendre plus grâce à la ‘’méthode Arafat Dj’’ ?

De son vrai nom Ange Didier Houon, Dj Arafat est un artiste-musicien ivoirien, faiseur de coupé-décalé, un genre musicale africain né en Côte d’Ivoire. Tout au long de sa carrière, il a multiplié les frasques qui ont contribué, au-delà de sa musique, à faire parler de lui sur le web, l’un de ses terrains de jeu favoris, devenant ainsi un as du webmarketing musical.

Si après son décès survenu le lundi 12 Août dernier, les médias du monde entier (RFI, Le Monde, France 24, CNN, NBC, Euronews, Al Jazeera, Japan Times, CGTN, etc.) ne sont pas restés insensibles et que son nom a été le plus cité sur Twitter au Nigéria, dans la journée de l’annonce de sa mort, c’est bien le signe de l’impact qu’il avait sur la toile. Et aussi, la démonstration du fait qu’il a su utiliser le web comme outil pour propulser sa carrière.

En effet, dans l’écosystème d’internet, le webmarketing est devenu un art à part entière. En maîtriser les leviers permet de booster ventes et carrières de manière significative. Arafat l’avait bien compris.

  1. Avoir un objectif clair

L’objectif est le point que l’on vise, le niveau où l’on se propose d’arriver, le rêve que l’on veut réaliser. Un objectif clair nous permet de mettre en place les actions qui nous aideront à le réaliser. Celui de Dj Arafat, était d’être le numéro 1 dans la musique en Côte d’Ivoire et en Afrique, à tous les niveaux.

Il l’exprimait clairement dans ses prises de parole. Et internet a été un moyen utilisé par l’artiste pour atteindre cet objectif.

  1. Connaitre sa cible et adapter son produit

Sur les réseaux sociaux, il est important de bien connaitre la population à qui l’on s’adresse. Savoir quels sont ses goûts, quelles sont les tranches d’âges qui la compose, sur quels canaux les trouver… selon la zone géographique. Car, il devient ainsi plus facile d’affiner son contenu, améliorer son produit par rapport aux besoins ou goûts de sa cible.

Arafat Dj, avait pour principale force sa communauté. Même s’il faisait danser toute la Côte d’Ivoire et l’Afrique, sa communauté se divise en deux grands groupes. Le premier est la population jeune et active d’aujourd’hui, qui a vécu la rébellion armée de 2002 en Côte d’ivoire et les débuts du coupé-décalé. Le deuxième est essentiellement constitué d’adolescents.

Et ‘’le Yorobo’’ a su faire évoluer sa musique pour satisfaire ces deux catégories de consommateurs, tout en s’adressant aussi bien à l’Homme de la rue, qu’à l’entrepreneur ou l’employé de bureau, en variant les genres (voir ci-dessous l’une de ses chansons dans un style afro-décalé. Un coupé-décalé pas loin de l’afrobeat).

Même lorsqu’il créait des chansons pour le public international, c’était dans un coupé-décalé différent de celui qu’il faisait pour l’Afrique. Son dernier album « Renaissance » avec lequel il espérait avoir son premier disque d’or en Europe en est un bel exemple, avec les reprises dans des sonorités plus internationales de certains de ses titres à succès.

  1. Créer le buzz (la spécialité de Arafat Dj)

La réussite d’une campagne de buzz de grande envergure sur les médias sociaux tient pour partie au soutien d’influenceurs. L’objectif est d’être au contact des personnes les plus influentes ou en vogue du moment, et Arafat savait bien comment le faire. L’une de ses méthodes était d’attaquer ces personnes-là par des clashs afin d’associer son nom aux siens, surtout quand ces derniers lui sont ‘’inaccessibles’’.

Alors si les clashs peuvent ternir l’image d’un artiste ou d’une personnalité publique, ils peuvent aussi lui être profitables si bien utilisés. Notons que Arafat avait pour plus grande force sa communauté. Et plus une personne bénéficie du crédit de la communauté, plus l’impact de ses actions est fort. Plus elle est proche de cette communauté, plus elle aura de l’influence.

Dj Arafat exhibe ses trophés
Les trophés de Dj Arafat, exhibés par l’artiste lui-même

Rappelons que Arafat Dj, en 2015, avait été désigné par le Magazine Forbes Afrique et la chaîne de télévision Trace Africa, comme l’artiste africain le plus influent. Et dernièrement, il est considéré comme le plus influent de la francophonie ! Au point ou quand ses rivaux lui ripostent où l’attaquent à leur tour sur les réseaux sociaux, le nombre de réactions en faveur ou en soutien au Disc-Jockey ivoirien sont les plus nombreux.

L’autre remarque est que bien souvent, ces buzz précèdent un single de l’artiste. Un hasard ? Nous en doutons. 😏

  1. Développer une stratégie d’influence

Les stratégies d’influence suivent en général deux logiques :

– s’appuyer sur une base de leaders d’opinion composée de blogueurs et d’experts dont les publications sont lues et suivies de sa cible. Pour cela, Arafat acceptait les railleries des humoristes sans s’en plaindre. Parfois même, il provoquait les médias afin que ceux-ci parlent de lui. En fait, en restant toujours à la une, on accroit sa notoriété.

C’est dans ce sens que Andy Warhol affirmait que « N’importe quelle publicité est une bonne publicité ». Il faut juste savoir s’en servir. Le président américain, Donald Trump en est une parfaite illustration.

D’ailleurs, cette approche peut être déployée sur un court terme. Pour développer une influence sur un plus long terme et plus durable, l’autre approche est la recommandation.

– Il s’agit de créer une recommandation sociale entre les consommateurs qui deviennent alors des défenseurs, voire même des ambassadeurs de la marque ou de l’individu. On peut le constater chez Arafat Dj, par le nom qu’il donnait à ses fans : La Chine.

Bien sûr, cette logique est longue à mettre en place, car elle nécessite la fidélisation des clients (fans) par une ligne éditoriale sur la base du contenu qu’ils apprécient le plus. Ce que Arafat faisait bien, par ses directs nuancés de comédie et droits de réponses parfois.

Il s’agit d’une double approche implique que n’importe quel abonné peut selon les circonstances, via ses commentaires, devenir une personne influente dans une décision ou pour la propagation d’une opinion.

La stratégie d’influence ci-dessus citée à elle seule, peut-être adaptée pour un artiste ou une personnalité publique sur les réseaux sociaux. Mais à l’inverse, pour une marque, il est recommandé de cibler aussi le maximum d’influenceurs, chacun avec son style.

  1. Mettre en avant ses valeurs, sa philosophie, ses particularités

Contrairement à ce que profèrent ses détracteurs, Arafat Dj défendait bien des valeurs. Il prônait le travail, la quête perpétuelle de l’excellence et la réussite sociale. Le tout, avec sa propre philosophie de vie, dans un style bien à lui.

Pour une marque sur les réseaux sociaux, produire du contenu de vente directe ou mettre simplement en avant ses produits/services ne suffit pas. Il faut aussi et surtout, défendre une cause, mettre en avant ses valeurs, sa mission non commerciale. Notez que ces dernières doivent avoir du sens pour votre cible. C’est ainsi que vous pourrez développer une communauté acquise à votre cause et plus susceptible de consommer vos produits/services.

  1. Jouer la carte de la proximité

S’il y a une chose qui peut permettre à une marque ou une personnalité de gagner en capital confiance et sympathie sur les réseaux sociaux, c’est la présence qu’elle a sur ses canaux de diffusions et les liens qu’elle tisse avec ses clients.

Arafat savait être présent. Il publiait tout le temps du contenu pour ses abonnés, surtout en vidéo, au point où la notification : « Arafat Dj est en direct » a fini par faire partie de leur quotidien. Même après qu’il ait passé l’arme à gauche, nombreux sont ses fans à avouer qu’il leur arrive d’attendre inconsciemment cette notification, avant de réaliser que leur artiste est parti pour de vrai.

Alors, inspirez-vous de cela et faites-en sorte que vos fans se sentent comme membre de votre famille. Ils doivent partager les bons et mauvais moments de votre entreprise.

L’une des méthodes pour y arriver est le storytelling : une méthode de communication basée sur la narration. Les gens sont plus touchés lorsqu’il y a des émotions qui sont partagées et surtout quand ces émotions son vraies. La vidéo est le meilleur canal dans ce cas.

Retenez par ailleurs qu’aujourd’hui les gens lisent de moins en moins, surtout sur les réseaux sociaux. Pour toucher le plus de personnes, il faut communiquer beaucoup par les images et la vidéo.

A LIRE AUSSI ➡ BUSINESS : 10 ERREURS POUR ÉCHOUER LES RÉSEAUX SOCIAUX

Ange Didier Houon a été celui qui éleva la fonction de Facebook live au rang de moyen principal de communication dans le secteur de la musique en Côte d’Ivoire, et cela lui a permis de prendre de l’avance sur les autres, comme tout bon précurseur de concept.

« Je suis le devancier et les autres me suivent ». C’est ainsi qu’il rassurait ses fans (La Chine) et menait les débats sur la scène digitale.

Le Daishikan comme il se faisait appeler n’était pas un simple artiste mais un excellent communicateur, fin stratège et surtout un conquérant.

Neel Dervan

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