{"id":21025,"date":"2016-05-03T07:30:16","date_gmt":"2016-05-03T05:30:16","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=21025"},"modified":"2023-06-26T08:13:02","modified_gmt":"2023-06-26T06:13:02","slug":"barometre-marketing","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2016\/05\/03\/barometre-marketing\/","title":{"rendered":"2e barom\u00e8tre marketing des m\u00e9dias sociaux en entreprise"},"content":{"rendered":"<p><em>Peut-\u00eatre avez-vous entendu parler du premier barom\u00e8tre marketing des m\u00e9dias sociaux dans les entreprises fran\u00e7aises : cette \u00e9tude r\u00e9alis\u00e9e l\u2019ann\u00e9e derni\u00e8re par Hootsuite, l\u2019Adetem et nous-m\u00eame avait pour but de faire un \u00e9tat des lieux de l\u2019utilisation de ces nouveaux m\u00e9dias dans les entreprises. Les enseignements sont nombreux et ont \u00e9t\u00e9 r\u00e9sum\u00e9s <a href=\"https:\/\/vismktg.info\/hoot2015\" target=\"_blank\" rel=\"noopener\">dans un livre blanc, que vous pourrez trouver en suivant ce lien.<\/a> Voici venir la deuxi\u00e8me \u00e9tude du genre.<\/em><\/p>\n<h2>2e barom\u00e8tre marketing des m\u00e9dias sociaux en entreprise<\/h2>\n<figure id=\"attachment_76837\" aria-describedby=\"caption-attachment-76837\" style=\"width: 519px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-76837 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/05\/2e-barometre-medias-sociaux-e1687759800898.jpg\" alt=\"2e barometre m\u00e9dias sociaux \" width=\"519\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/05\/2e-barometre-medias-sociaux-e1687759800898.jpg 519w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/05\/2e-barometre-medias-sociaux-e1687759800898-458x300.jpg 458w\" sizes=\"(max-width: 519px) 100vw, 519px\" \/><figcaption id=\"caption-attachment-76837\" class=\"wp-caption-text\">2e barometre marketing des m\u00e9dias sociaux avec Hootsuite<\/figcaption><\/figure>\n<p>Cette deuxi\u00e8me \u00e9tude a \u00a0pour but de montrer l\u2019\u00e9volution de l\u2019utilisation des m\u00e9dias sociaux dans un cadre professionnel.<\/p>\n<p>Le but est ainsi de conna\u00eetre les tendances dans l\u2019usage des r\u00e9seaux sociaux en entreprise\u00a0: se dirige t-on vers une g\u00e9n\u00e9ralisation de ces outils\u00a0en entreprise, ou observerons-nous un retour en arri\u00e8re\u00a0? La mesure des ROI des m\u00e9dias sociaux va t-elle se d\u00e9velopper\u00a0?<\/p>\n<p><!--more--><\/p>\n<h3>Nos hypoth\u00e8ses (\u00e0 v\u00e9rifier)\u00a0: vers une structuration des m\u00e9dias sociaux en entreprise et l\u2019\u00e9mergence du social selling ?<\/h3>\n<p>Partant du constat \u00e9tabli lors du premier barom\u00e8tre, nous pressentons\u00a0que le deuxi\u00e8me barom\u00e8tre pourrait mettre\u00a0en \u00e9vidence deux tendances\u00a0:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-21026 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/04\/hootsuite-chiffre-qui-tue_block_2.png\" alt=\"Barom\u00e8tre des m\u00e9dias sociaux \" width=\"800\" height=\"363\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/04\/hootsuite-chiffre-qui-tue_block_2.png 800w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/04\/hootsuite-chiffre-qui-tue_block_2-500x227.png 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/04\/hootsuite-chiffre-qui-tue_block_2-768x348.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<h3>Hypoth\u00e8se 1 : l\u2019utilisation des m\u00e9dias sociaux dans l\u2019entreprise va se structurer<\/h3>\n<p>Il y a fort \u00e0 parier que l\u2019utilisation des m\u00e9dias sociaux va se structurer dans l\u2019entreprise. Deux chiffres notamment devraient \u00e9voluer, tant ils sont faibles pour le moment\u00a0:<\/p>\n<ul>\n<li><strong>Le pourcentage d\u2019entreprises disposant d\u2019une charte de social media\u00a0est seulement de 30%.<\/strong> Cela est tr\u00e8s faible et montre que l\u2019utilisation des m\u00e9dias sociaux en entreprise est encore naissante, et que les r\u00e8gles sont pour l\u2019instant assez floues. Cet aspect presque artisanal devrait s\u2019estomper petit \u00e0 petit, pour laisser place \u00e0 plus de professionnalisme. La question \u00e9tant : combien de temps cela mettra-t-il pour arriver ?<\/li>\n<\/ul>\n<blockquote class=\"quote-light\">\n<h3><strong><a href=\"http:\/\/ctt.ec\/e4L0n\" target=\"_blank\" rel=\"noopener\">\u00ab\u00a0Barom\u00e8tre marketing m\u00e9dias sociaux : seulement 30% d\u2019entreprises disposent d\u2019une charte des m\u00e9dias sociaux\u00a0\u00bb<\/a><\/strong><\/h3>\n<h3><strong><a href=\"http:\/\/ctt.ec\/e4L0n\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"size-full wp-image-21057 aligncenter\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/05\/tweeter-cette-phrase-small.png\" alt=\"tweeter cette phrase-small\" width=\"200\" height=\"26\" \/><\/a><\/strong><\/h3>\n<\/blockquote>\n<ul>\n<li><strong>le pourcentage des entreprises utilisant une plateforme de gestion des m\u00e9dias sociaux, est de 65%<\/strong>. Ce chiffre, bien que plus \u00e9lev\u00e9 que le pr\u00e9c\u00e9dent, r\u00e9v\u00e8le \u00e9galement un manque de coh\u00e9sion et de coordination dans l\u2019entreprise dans le domaine des m\u00e9dias sociaux. Une plateforme de gestion des m\u00e9dias sociaux est pourtant essentielle pour g\u00e9rer les diff\u00e9rents comptes et types de r\u00e9seaux de l\u2019entreprise par diff\u00e9rentes personnes.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"size-full wp-image-21093 aligncenter\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/05\/hootsuite-chiffre-qui-tue_block_1.png\" alt=\"hootsuite-chiffre-qui-tue_block_1\" width=\"800\" height=\"363\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/05\/hootsuite-chiffre-qui-tue_block_1.png 800w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/05\/hootsuite-chiffre-qui-tue_block_1-500x227.png 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/05\/hootsuite-chiffre-qui-tue_block_1-768x348.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>Ces chiffres peuvent \u00eatre expliqu\u00e9s par l\u2019absence de strat\u00e9gie de m\u00e9dias sociaux dans les entreprises. Ces derni\u00e8res sont conscientes de leur existence et du fait qu\u2019ils doivent \u00eatre utilis\u00e9s, mais ne savent pas vraiment dans quel but et comment les mesurer.<\/p>\n<p><a href=\"https:\/\/www.quicksurveys.com\/s\/Wk27BoK\"><img decoding=\"async\" class=\"aligncenter wp-image-21029\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/04\/repondre.png\" alt=\"m\u00e9dias sociaux\" width=\"270\" height=\"75\" \/><\/a><\/p>\n<h3>Hypoth\u00e8se 2 du barom\u00e8tre marketing des m\u00e9dias sociaux : le social selling va se d\u00e9velopper<\/h3>\n<p>La tendance est confirm\u00e9e, <a href=\"https:\/\/visionarymarketing.com\/fr\/2016\/03\/4-enseignements-social-selling\/\" target=\"_blank\" rel=\"noopener\">comme nous le rappelions dans un article pr\u00e9c\u00e9demment publi\u00e9 sur ce blog\u00a0<\/a>: le social selling est en plein essor, et nous n\u2019en sommes encore qu\u2019au d\u00e9but. Pour preuve, seulement 1 entreprise fran\u00e7aise sur 5 utilise les m\u00e9dias sociaux pour vendre, contre 3,5 aux Etats-Unis. On peut donc s\u2019attendre \u00e0 une augmentation de cette pratique, d\u2019autant plus que LinkedIn, outil phare du social selling, est utilis\u00e9 par 81% des professionnels du marketing.<\/p>\n<p>Il est cependant indispensable de former les commerciaux \u00e0 cet exercice, en les sensibilisant notamment sur le fait que les m\u00e9dias sociaux ne sont pas un outil de hard selling o\u00f9 le commercial va pouvoir \u00ab\u00a0spammer\u00a0\u00bb les prospects qu\u2019il aura rep\u00e9r\u00e9s. Il s\u2019agit au contraire d\u2019un moyen d\u2019\u00e9tablir une relation de confiance sur le long terme avec des prospects, gr\u00e2ce au r\u00f4le de conseiller dans lequel se placera le commercial. Le contenu riche a une importance centrale dans ce type de sch\u00e9ma puisque c\u2019est celui-ci qui prouve l\u2019expertise du commercial et le fait monter en gamme.<\/p>\n<p>Voici donc notre vision pour ces prochaines ann\u00e9es. Nous avons h\u00e2te de d\u00e9couvrir les r\u00e9sultats de cette seconde \u00e9dition \u00e0 laquelle nous vous remercions d\u2019avance de participer. Nous vous donnons rendez-vous dans quelques semaines, lors de la publication des r\u00e9sultats\u00a0!<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Peut-\u00eatre avez-vous entendu parler du premier barom\u00e8tre marketing des m\u00e9dias sociaux dans les entreprises fran\u00e7aises : cette \u00e9tude r\u00e9alis\u00e9e l\u2019ann\u00e9e derni\u00e8re par Hootsuite, l\u2019Adetem et nous-m\u00eame avait pour but de faire un \u00e9tat des lieux de l\u2019utilisation de ces nouveaux m\u00e9dias dans les entreprises. Les enseignements sont nombreux et ont \u00e9t\u00e9 r\u00e9sum\u00e9s dans un livre &hellip;<\/p>\n","protected":false},"author":29,"featured_media":76837,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613,25],"tags":[],"class_list":["post-21025","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing","category-medias-sociaux"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>barom\u00e8tre marketing des m\u00e9dias sociaux en entreprise<\/title>\n<meta name=\"description\" content=\"Peut-\u00eatre avez-vous entendu parler du premier barom\u00e8tre marketing des m\u00e9dias sociaux dans les entreprises fran\u00e7aises ? 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