{"id":19529,"date":"2015-10-09T09:00:52","date_gmt":"2015-10-09T07:00:52","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=19529"},"modified":"2022-12-20T22:35:17","modified_gmt":"2022-12-20T21:35:17","slug":"livre-blanc-medias-sociaux","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2015\/10\/09\/livre-blanc-medias-sociaux\/","title":{"rendered":"Livre blanc m\u00e9dias sociaux : les 4 d\u00e9fis des entreprises avec Hootsuite"},"content":{"rendered":"<p><em><a href=\"https:\/\/visionarymarketing.com\/fr\/2015\/07\/infographie-medias-sociaux\/\">\u00c7a y est ! Il est\u00a0enfin disponible<\/a>.\u00a0<strong>Le livre blanc du barom\u00e8tre <a href=\"http:\/\/hootsuite.fr\" target=\"_blank\" rel=\"noopener noreferrer\">Hootsuite<\/a> des m\u00e9dias sociaux<\/strong> a \u00e9t\u00e9 con\u00e7u en partenariat avec <a href=\"https:\/\/web.archive.org\/web\/20170606104142\/http:\/\/www.adetem.org\/xwiki\/bin\/view\/NBAdetemPublic\/\" target=\"_blank\" rel=\"noopener noreferrer\">l&rsquo;Adetem<\/a> et <a href=\"https:\/\/agence.visionarymarketing.com\/fr\/\" target=\"_blank\" rel=\"noopener noreferrer\">Visionary Marketing<\/a>. L&rsquo;objectif \u00e9tait de faire un \u00e9tat des lieux sur l&rsquo;<strong>utilisation des m\u00e9dias sociaux dans les entreprises fran\u00e7aises<\/strong>. On conna\u00eet la vitesse d&rsquo;\u00e9volution de l&rsquo;Internet (dont on peut dire que les ann\u00e9es d&rsquo;existence sont, comme pour les canid\u00e9s, \u00e9gales \u00e0 7 ann\u00e9es), mais\u00a0malgr\u00e9 cela on ne peut s&#8217;emp\u00eacher de ressentir\u00a0une impression de vertige en regardant derri\u00e8re soi, 10 ann\u00e9es en arri\u00e8re : <strong>Facebook et Twitter n&rsquo;existaient pas, on utilisait\u00a0MySpace<\/strong>&#8230;<\/em><\/p>\n<h2>Les m\u00e9dias sociaux en entreprise 2015<\/h2>\n<p><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/09\/chouette-barometre-hootsuite-2018-e1606384944320.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-29021 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/09\/chouette-barometre-hootsuite-2018-e1606384944320.jpg\" alt=\"Les m\u00e9dias sociaux en entreprise 2015\" width=\"519\" height=\"340\" \/><\/a><\/p>\n<p><em>Les choses ont aujourd&rsquo;hui bien chang\u00e9 et les entreprises doivent saisir cette opportunit\u00e9 de se rapprocher du client et de mieux le comprendre, faire de la veille, ou encore interagir avec des influenceurs, en utilisant les\u00a0m\u00e9dias sociaux.<!--more--> <\/em><\/p>\n<p><em>D&rsquo;o\u00f9 la question de savoir si les m\u00e9dias sociaux\u00a0sont effectivement pr\u00e9sents dans les entreprises, dans quel objectifs, et pour r\u00e9pondre \u00e0 quels enjeux ?\u00a0<\/em><\/p>\n<p><em>Nous sommes heureux de vous donner les r\u00e9ponses \u00e0 ces interrogations au travers du livre blanc sur l&rsquo;utilisation des\u00a0m\u00e9dias\u00a0sociaux dans les entreprises fran\u00e7aises<strong><span class=\"removed_link\" title=\"http:\/\/medias-sociaux.net\">.<\/span><\/strong><\/em><\/p>\n<p><em>Enfin, dans cette petite vid\u00e9o introductive r\u00e9alis\u00e9e avec Hootsuite il y a quelques jours, vous trouverez aussi l&rsquo;annonce du futur lancement du barom\u00e8tre 2016 des m\u00e9dias sociaux en entreprise, dans lequel nous innoverons, comme \u00e0 notre habitude.<\/em><\/p>\n<p><iframe title=\"[Fr] Le Marketing Selon Saint L&#039;Hazard #1 - Livre blanc sur les m\u00e9dias sociaux (2015)\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/B8rvWuqzOoM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><strong>Ce livre blanc d&rsquo;une vingtaine de pages\u00a0\u00a0d\u00e9taille et commente les r\u00e9sultats obtenus d&rsquo;un sondage r\u00e9alis\u00e9 aupr\u00e8s de\u00a0marketeurs fran\u00e7ais. Il est agr\u00e9ment\u00e9 d&rsquo;un travail en profondeur r\u00e9alis\u00e9 avec des responsables des m\u00e9dias sociaux en entreprise, interview\u00e9s au cours d&rsquo;un focus group.\u00a0<\/strong>Nous avions vu pr\u00e9c\u00e9demment ces r\u00e9sultats <a href=\"https:\/\/visionarymarketing.com\/fr\/2015\/07\/infographie-medias-sociaux\/\">dans une infographie publi\u00e9e en juillet<\/a>. Cette \u00e9tude est \u00e0 t\u00e9l\u00e9charger gratuitement sur le site <a href=\"https:\/\/vismktg.info\/hoot2015\">medias-sociaux.net<\/a> :<!--more--><\/p>\n<p>Nous arrivons d\u00e9sormais dans une phase de maturation des m\u00e9dias\u00a0sociaux dont l&rsquo;utilisation se g\u00e9n\u00e9ralise. Cette utilisation dans l&rsquo;entreprise se fait notamment pour communiquer avec des influenceurs, renforcer la relation client et faire de la veille. On observe \u00e9galement 4 grands d\u00e9fis \u00e0 relever ces prochaines ann\u00e9es ; ces d\u00e9fis, nous les connaissions depuis longtemps, mais ce barom\u00e8tre vient confirmer nos intuitions. Voici ces d\u00e9fis :<\/p>\n<h3>Livre blanc des m\u00e9dias sociaux 2015 : les 4 d\u00e9fis des entreprises<\/h3>\n<h4>D\u00e9fi n\u00b01 : Le ROI<\/h4>\n<p>Comme dans tout investissement r\u00e9alis\u00e9 par une entreprise, on attend des r\u00e9seaux sociaux un ROI. Le probl\u00e8me est que la r\u00e9ponse n&rsquo;est pas toujours \u00e9vidente. Si 74% des interrog\u00e9s estiment que les m\u00e9dias sociaux sont b\u00e9n\u00e9fiques financi\u00e8rement \u00e0 l&rsquo;entreprise, \u00e0 peine un tiers se sont prononc\u00e9s sur leur perception du ROI de leurs actions, soulignant un malaise \u00e0 ce sujet. Concernant les mesures, on retient le critiquable, mais n\u00e9anmoins irrempla\u00e7able taux d&rsquo;engagement. Pour se substituer \u00e0 ce taux, on peut se r\u00e9f\u00e9rer par exemple au taux de satisfaction client : cela d\u00e9pend finalement des objectifs que l&rsquo;entreprise se donne en se servant des m\u00e9dias sociaux.<\/p>\n<h4>D\u00e9fi n\u00b02 : L&rsquo;approche strat\u00e9gique<\/h4>\n<p>Ce barom\u00e8tre a \u00e9galement mis en lumi\u00e8re une absence d&rsquo;approche strat\u00e9gique globale des m\u00e9dias sociaux \u00a0au sein de l&rsquo;entreprise. Les entreprises manquent notamment de coordination entre les diff\u00e9rentes directions. Or, il est n\u00e9cessaire que l&rsquo;entreprise parle d&rsquo;une seule voix, qu&rsquo;importe le nombre de personnes intervenant dans ses m\u00e9dias sociaux. D&rsquo;o\u00f9 l&rsquo;importance de fixer une charte qui doit \u00eatre lue et sue par tous.<\/p>\n<h4>D\u00e9fi n\u00b03 : L&rsquo;exploitation des donn\u00e9es<\/h4>\n<p>Le probl\u00e8me des m\u00e9dias sociaux est que l&rsquo;on ne sait pas comment traiter les donn\u00e9es issues des m\u00e9dias sociaux. Celles-ci sont nombreuses, h\u00e9t\u00e9rog\u00e8nes et difficiles \u00e0 comparer. Ainsi, seulement 51% des personnes interrog\u00e9es affirment exploiter les donn\u00e9es recueillies pour les transformer en plans d&rsquo;actions.<\/p>\n<h4>D\u00e9fi n\u00b04 : Le facteur humain<\/h4>\n<p>Nous parlions pr\u00e9c\u00e9demment de charte. Cette charte n&rsquo;est que tr\u00e8s peu pr\u00e9sente dans les entreprises, ce qui souligne un probl\u00e8me de formation du personnel et des collaborateurs aux m\u00e9dias sociaux. Paradoxalement, les entreprises sont g\u00e9n\u00e9ralement tr\u00e8s attach\u00e9es \u00e0 leur image et \u00e0 son contr\u00f4le. Il faudra donc trouver des solutions pour former le personnel et investir en temps et en argent pour int\u00e9grer les m\u00e9dias sociaux aux diff\u00e9rentes fonctions de l&rsquo;entreprise (communication, RH, marketing&#8230;).<\/p>\n<p style=\"text-align: left;\"><a href=\"https:\/\/vismktg.info\/hoot2015\" target=\"_blank\" rel=\"noopener noreferrer\">Pour en savoir plus sur ces d\u00e9fis, t\u00e9l\u00e9chargez le livre\u00a0blanc Hootsuite sur l&rsquo;utilisation des m\u00e9dias sociaux en entreprise en cliquant sur ce lien<\/a><\/p>\n<p>https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/10\/wp-barometre2015-teaser-151009051135-lva1-app6891.pdf<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00c7a y est ! Il est\u00a0enfin disponible.\u00a0Le livre blanc du barom\u00e8tre Hootsuite des m\u00e9dias sociaux a \u00e9t\u00e9 con\u00e7u en partenariat avec l&rsquo;Adetem et Visionary Marketing. L&rsquo;objectif \u00e9tait de faire un \u00e9tat des lieux sur l&rsquo;utilisation des m\u00e9dias sociaux dans les entreprises fran\u00e7aises. On conna\u00eet la vitesse d&rsquo;\u00e9volution de l&rsquo;Internet (dont on peut dire que les &hellip;<\/p>\n","protected":false},"author":2,"featured_media":29021,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-19529","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-medias-sociaux"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Livre blanc m\u00e9dias sociaux : les 4 d\u00e9fis des entreprises avec Hootsuite<\/title>\n<meta name=\"description\" content=\"Le livre blanc des m\u00e9dias sociaux Hootsuite, Adetem et Visionary Marketing r\u00e9v\u00e8le 4 d\u00e9fis en 2015. livre blanc sur http:\/\/medias-sociaux.net\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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