{"id":14818,"date":"2014-07-22T19:09:04","date_gmt":"2014-07-22T17:09:04","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog?p=14818&preview_id=14818"},"modified":"2022-08-16T14:55:29","modified_gmt":"2022-08-16T12:55:29","slug":"social-drink-up","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2014\/07\/22\/social-drink-up\/","title":{"rendered":"le 6\u00e8me social drink up d’Adobe en r\u00e9sum\u00e9 (transformation digitale)"},"content":{"rendered":"

Suite \u00e0 mon article d\u2019hier sur le 6\u00e8me social drink up<\/a>, je tiens \u00e0 renvoyer mes lecteurs \u00e0 cette lecture vesp\u00e9rale du r\u00e9sum\u00e9 \u00e9tabli sur le m\u00eame sujet par notre ami et confr\u00e8re Michael Tartar que j\u2019ai eu la joie d\u2019interviewer hier en compagnie de son alter ego, David Fayon.<\/em><\/p>\n

Best Practices pour r\u00e9ussir sa transformation digitale | Micha\u00ebl Tartar<\/h2>\n
\"Best<\/a>
Best Practices pour r\u00e9ussir sa transformation digitale | Micha\u00ebl Tartar<\/figcaption><\/figure>\n

Les deux comp\u00e8res sont en effet en train de nous pr\u00e9parer un bel ouvrage chez Pearson sur le sujet de la transformation digitale, qui nous \u00e9clairera grandement sur les diff\u00e9rentes phases de maturit\u00e9 de cette transformation et des entreprises qui s\u2019y frottent.<\/p>\n

En attendant, il vous faudra vous contenter de cet amuse-bouche<\/a>, et d\u2019un avant go\u00fbt de la pr\u00e9sentation de La Poste<\/a> pour laquelle je vous r\u00e9serve un autre compte-rendu tr\u00e8s d\u00e9taill\u00e9 et tr\u00e8s fourni en commentaires et analyse.<\/p>\n

Ah, la transformation digitale\u00a0! Plus une conf\u00e9rence, plus un journal papier ou en ligne, plus un livre sur les nouvelles technologies, plus une \u00e9mission de TV<\/a> business qui n\u2019en parle. Mais comment fait-on au juste pour transformer une entreprise et l\u2019adapter au digital<\/a>\u00a0? Tout le monde en parle, mais quelles sont les bonnes pratiques de ceux qui l\u2019ont vraiment fait\u00a0? Adobe<\/a> et Kontest ont demand\u00e9 \u00e0 un consultant et \u00e0 un directeur de la transformation digitale d\u2019une grande entreprise de partager leurs bonnes pratiques, pour cette sixi\u00e8me \u00e9dition de Social Drink-Up (24 juin 2014).<\/p>\n

En introduction, Olivier Saint-L\u00e9ger (@saintleger) a camp\u00e9 le d\u00e9cor en indiquant notamment que 78% des responsables marketing anticipent un changement de leur m\u00e9tier, du fait du digital. Cependant, malgr\u00e9 cette anticipation, les entreprises sont confront\u00e9es \u00e0 un frein au changement majeur.<\/p>\n

Et curieusement, elles choisissent le plus souvent de donner le lead de la transformation digitale au directeur de la communication et au DSI. Allez comprendre\u2026 David Kujas (@dkujas), d\u2019Accenture<\/a>, a ensuite partag\u00e9 sa vision de la transformation digitale. Selon lui, c\u2019est avant tout la direction g\u00e9n\u00e9rale qui impulse la transformation digitale.<\/p>\n

Et je ne peux qu\u2019abonder dans son sens, ce qui pose la question de l\u2019acculturation des dirigeants au digital et de leur compr\u00e9hension de la profondeur des changements qu\u2019il impose. David Kujas souligne la mise en valeur de deux \u00e9l\u00e9ments : les plateformes (comprenez, sans lesquelles le digital n\u2019existe pas) et l\u2019organisation (comprenez, sans laquelle le digital ne fonctionne pas).<\/p>\n

De mon point de vue (et j\u2019aurai l\u2019occasion d\u2019y revenir bient\u00f4t), d\u2019autres \u00e9l\u00e9ments sont \u00e9galement \u00e0 prendre en compte, tels que l\u2019innovation, l\u2019offre (con\u00e7ue pour et distribu\u00e9e sur le digital), les ressources humaines ou encore la capacit\u00e9 de l\u2019entreprise \u00e0 percevoir les changements ext\u00e9rieurs. Pourquoi lancer l\u2019entreprise dans une transformation digitale\u00a0?<\/p>\n

via\u00a0Social Drink-Up #6 : Best Practices pour r\u00e9ussir sa transformation digitale | Micha\u00ebl Tartar<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Suite \u00e0 mon article d\u2019hier sur le 6\u00e8me social drink up, je tiens \u00e0 renvoyer mes lecteurs \u00e0 cette lecture vesp\u00e9rale du r\u00e9sum\u00e9 \u00e9tabli sur le m\u00eame sujet par notre ami et confr\u00e8re Michael Tartar que j\u2019ai eu la joie d\u2019interviewer hier en compagnie de son alter ego, David Fayon. Best Practices pour r\u00e9ussir sa …<\/p>\n","protected":false},"author":2,"featured_media":14820,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2808],"tags":[],"class_list":["post-14818","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-transformation-digitale"],"yoast_head":"\nle 6\u00e8me social drink up d'Adobe en r\u00e9sum\u00e9 (transformation digitale)<\/title>\n<meta name=\"description\" content=\"Le 6\u00e8me social drink up d'Adobe \u00e9tait d\u00e9di\u00e9 \u00e0 la transformation digitale. 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