{"id":22137,"date":"2016-09-29T08:45:45","date_gmt":"2016-09-29T06:45:45","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=22137"},"modified":"2020-11-13T22:49:40","modified_gmt":"2020-11-13T21:49:40","slug":"linkedin-le-vrai-faux-du-plus-grand-reseau-social-professionnel","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2016\/09\/29\/linkedin-le-vrai-faux-du-plus-grand-reseau-social-professionnel\/","title":{"rendered":"LinkedIn : le vrai-faux du plus grand r\u00e9seau social professionnel"},"content":{"rendered":"<p><em>Voici notre second \u00e9pisode des Vrai-Faux du marketing\u00a0: <a href=\"https:\/\/visionarymarketing.com\/fr\/2016\/05\/reseaux-sociaux-dentreprise-vrai-faux-idees-recues\/\" target=\"_blank\" rel=\"noopener noreferrer\">apr\u00e8s avoir d\u00e9cortiqu\u00e9 les id\u00e9es re\u00e7ues des r\u00e9seaux sociaux avec l\u2019incontournable patron de Jamespot, Alain Garnier<\/a>, nous retrouvons cette fois-ci un v\u00e9ritable expert de LinkedIn, <span class=\"removed_link\" title=\"https:\/\/www.linkedin.com\/in\/brunofridlansky\">Bruno Fridlansky<\/span>, auteur du livre <\/em><span class=\"removed_link\" title=\"http:\/\/www.editions-kawa.com\/home\/152-linkedin-developpez-votre-professional-branding.html\">Linkedin, d\u00e9veloppez votre professional branding<\/span><em>, aux \u00e9ditions kawa. Tout comme Alain, Bruno ne m\u00e2che pas ses mots et n\u2019h\u00e9site pas \u00e0 qualifier de \u00ab\u00a0professional branling\u00a0\u00bb l\u2019utilisation de LinkedIn pour accumuler les contacts sans chercher \u00e0 nouer de relations. Car on aurait tendance \u00e0 oublier l\u2019utilisation originelle de LinkedIn\u00a0: construire un r\u00e9seau, rester en contact, mettre en avant ses comp\u00e9tences en interagissant de fa\u00e7on individuelle et personnalis\u00e9e. En 6 affirmations, Bruno nous dresse le portrait de LinkedIn, sans h\u00e9siter \u00e0 casser certaines id\u00e9es re\u00e7ues\u00a0:<\/em><\/p>\n<figure id=\"attachment_22140\" aria-describedby=\"caption-attachment-22140\" style=\"width: 768px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-22140 size-large\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/09\/new-piktochart_172_16066f3adfd03a3e9e64a0d4940649a86d61f487-1024x279.png\" alt=\"D\u00e9m\u00ealons d\u00e8s maintenant le vrai du faux sur LinkedIn avec notre expert Bruno Fridlanski\" width=\"768\" height=\"209\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/09\/new-piktochart_172_16066f3adfd03a3e9e64a0d4940649a86d61f487-1024x279.png 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/09\/new-piktochart_172_16066f3adfd03a3e9e64a0d4940649a86d61f487-500x136.png 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/09\/new-piktochart_172_16066f3adfd03a3e9e64a0d4940649a86d61f487-768x209.png 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/09\/new-piktochart_172_16066f3adfd03a3e9e64a0d4940649a86d61f487-1536x419.png 1536w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/09\/new-piktochart_172_16066f3adfd03a3e9e64a0d4940649a86d61f487.png 1600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><figcaption id=\"caption-attachment-22140\" class=\"wp-caption-text\">D\u00e9m\u00ealons d\u00e8s maintenant le vrai du faux sur LinkedIn avec notre expert Bruno Fridlansky<\/figcaption><\/figure>\n<h2><strong>#1\u00a0: LinkedIn est le seul r\u00e9seau professionnel sur internet\u00a0 <\/strong><\/h2>\n<p><strong>\u00ab\u00a0<span style=\"color: #993300;\">FAUX<\/span><\/strong>. Il est vrai qu&rsquo;il s\u2019agit du <strong>r\u00e9seau professionnel majeur\u00a0dans un cadre B2C et B2B<\/strong>, et sur lequel tout le monde est\u00a0: il y a plus de 400 millions de membres au niveau mondial.<!--more--><\/p>\n<p>En revanche, on peut sortir de Linkedin pour faire du business, par exemple en utilisant Facebook et Twitter \u00e0 titre professionnel, et m\u00eame d\u2019autres r\u00e9seaux comme Instagram et Snapchat. En France, on a eu un r\u00e9seau professionnel, Viadeo. Je ne sais pas ce qu\u2019ils vont devenir, ils existent encore mais c\u2019est compliqu\u00e9. En Allemagne, il y a Xing (\u00ab\u00a0X\u00a0\u00bb pour cross)\u00a0: si l\u2019on fait des affaires sur l\u2019Allemagne, il faut aussi avoir un profil sur Xing.\u00a0\u00bb Donc non, <a href=\"https:\/\/visionarymarketing.com\/fr\/2015\/02\/linkedin-vs-viadeo-et-xing-le-declin-et-la-loi-de-zipf\/\" target=\"_blank\" rel=\"noopener noreferrer\">Linkedin n\u2019est pas seul sur terre, mais il n\u2019est de plus en plus<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/4b41V3sqHlQ\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>#2\u00a0: Aujourd\u2019hui, tout le monde est oblig\u00e9 d\u2019avoir un compte Linkedin<\/strong><\/h2>\n<p><strong>\u00ab\u00a0<span style=\"color: #008000;\">VRAI<\/span><\/strong>, c\u2019est mieux si l\u2019on est dans un cadre o\u00f9 l\u2019on utilise les relations humaines et le networking. Le digital va \u00eatre un \u00e9l\u00e9ment suppl\u00e9mentaire pour d\u00e9velopper le r\u00e9seautage, donc il le faut parce que la majorit\u00e9 du monde y est.<\/p>\n<p>M\u00eame si l\u2019on n\u2019est absolument pas dans le networking, j\u2019aurai tendance \u00e0 dire que <strong>c\u2019est bien de faire un profil pour pr\u00e9empter son nom et pr\u00e9nom<\/strong>, et ne pas risquer un \u00e9ventuel vol d\u2019identit\u00e9.\u00a0\u00bb<\/p>\n<h2><strong>#3\u00a0: Linkedin est plus qu\u2019un simple CV en ligne<\/strong><\/h2>\n<p><strong>\u00ab<\/strong>\u00a0<span style=\"color: #008000;\"><strong>VRAI<\/strong><\/span>. C\u2019est un CV lorsque l\u2019on cherche un travail, mais surtout un endroit o\u00f9 on va pouvoir exprimer son expertise\u00a0: exprimer son expertise, c\u2019est aussi attirer des futurs employeurs, des partenaires, tout ce qui va nous permettre de d\u00e9velopper notre professional branding. <strong>Et c\u2019est surtout un lieu o\u00f9 l\u2019on va nouer des relations humaines avec d\u2019autres professionnels pour d\u00e9velopper son business<\/strong>. Donc on est largement au-del\u00e0 du CV, m\u00eame si aujourd\u2019hui, LinkedIn a la majorit\u00e9 de son chiffre d\u2019affaires fait par le c\u00f4t\u00e9 RH avec les chasseurs de t\u00eate, les agences de recrutement qui vont l\u2019utiliser pour remplir leur mission.\u00a0\u00bb Pour en savoir plus sur l\u2019utilisation RH de LinkedIn, n\u2019h\u00e9sitez pas \u00e0 <a href=\"https:\/\/visionarymarketing.com\/fr\/2016\/04\/linkedin-outil-simple-a-utiliser\/\" target=\"_blank\" rel=\"noopener noreferrer\">consulter un t\u00e9moignage de Jo\u00eblle Walraevens, sp\u00e9cialiste dans ce domaine<\/a>.<\/p>\n<h2><strong>#4\u00a0: L&rsquo;importance sur Linkedin, c\u2019est d\u2019avoir le plus de contact possible\u00a0<\/strong><\/h2>\n<p><strong>\u00ab\u00a0<span style=\"color: #993300;\">FAUX<\/span><\/strong>. Si je veux \u00eatre vulgaire, avoir le plus de contacts possible, courir apr\u00e8s les contacts, c\u2019est avoir la plus grosse. En plus <strong>cela n\u2019a aucun int\u00e9r\u00eat, c\u2019est du \u00ab\u00a0professional branling\u00a0\u00bb<\/strong> \u00e0 ce niveau-l\u00e0. Le seul int\u00e9r\u00eat d\u2019avoir un minimum de contacts, c\u2019est que cela nous ouvre des portes pour toucher plus de gens, avec la notion de niveau 1, niveau 2, niveau 3. On a acc\u00e8s \u00e0 plus de contacts pour pouvoir nouer des relations. L\u2019important, c\u2019est de d\u00e9finir un objectif, l\u2019objectif qu\u2019on va se donner dans l\u2019utilisation de Linkedin et de mettre des contacts coh\u00e9rents avec notre ligne \u00e9ditoriale, avec notre business.<\/p>\n<p>Donc la course aux contacts n\u2019a aucun sens sur Linkedin, sachant qu\u2019aujourd\u2019hui il y a une limite \u00e0 30.000 qui est mise. D\u00e9j\u00e0, 30.000 contacts c\u2019est \u00e9norme, alors\u00a0quand on\u00a0voit des gens se glorifier car ils en ont plus d\u2019un million&#8230; je ne vois aucun\u00a0int\u00e9r\u00eat.\u00a0\u00bb<\/p>\n<h2><strong>#5\u00a0: Les commerciaux peuvent utiliser Linkedin comme un annuaire de prospects\u00a0<\/strong><\/h2>\n<figure id=\"attachment_22141\" aria-describedby=\"caption-attachment-22141\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-22141 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2016\/09\/RolodexTM_67236_Rotary_Business_Card_File-e1605304130707.jpg\" alt=\"Apr\u00e8s avoir tu\u00e9 le CV, LinkedIn va tuer le Rolodex... source : https:\/\/upload.wikimedia.org\/wikipedia\/commons\/b\/b2\/Rolodex%E2%84%A2_67236_Rotary_Business_Card_File.jpg\" width=\"520\" height=\"390\" \/><figcaption id=\"caption-attachment-22141\" class=\"wp-caption-text\">Apr\u00e8s avoir tu\u00e9 le CV, LinkedIn va tuer le Rolodex&#8230; <a href=\"https:\/\/upload.wikimedia.org\/wikipedia\/commons\/b\/b2\/Rolodex%E2%84%A2_67236_Rotary_Business_Card_File.jpg\">source : wikimedia<\/a><\/figcaption><\/figure>\n<p><strong>\u00ab\u00a0<span style=\"color: #008000;\">VRAI<\/span><\/strong>, c\u2019est l\u2019utilisation qu\u2019on peut avoir de Linkedin dans un cadre business, on va aller d\u00e9tecter des prospects, et on va prendre contact avec eux. On va nouer une relation avec eux, et essayer de les rencontrer dans la vraie vie pour aller faire des affaires. <strong>On ne signe pas un bon de commande sur Linkedin<\/strong>. C\u2019est un annuaire qui est beaucoup plus digital, qui va remplacer notre fameux Rolodex, on va avoir des cartes de visite digitales sur Linkedin toujours \u00e0 jour. On peut suivre l\u2019activit\u00e9 de nos prospects et avoir de l\u2019information sur eux pour pouvoir prendre contact en s\u2019int\u00e9ressant \u00e0 eux, et donc effectivement d\u00e9velopper par l\u00e0 m\u00eame son business.\u00a0\u00bb A condition de ne pas utiliser LinkedIn comme outil de spam et de hard-selling\u2026 En effet, LinkedIn doit \u00eatre utilis\u00e9 de fa\u00e7on humaine, et les messages automatis\u00e9s n\u2019y ont pas leur place. C\u2019est l\u2019exercice du Social Selling, o\u00f9 les r\u00e9seaux sociaux servent les commerciaux dans leur travail de vente et de prospection (<a href=\"https:\/\/visionarymarketing.com\/fr\/2016\/03\/4-enseignements-social-selling\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sophie Lachkar nous l\u2019explique tr\u00e8s clairement dans ce billet<\/a>).<\/p>\n<h2><strong>#6\u00a0: Le rachat de Linkedin par Microsoft, c\u2019est une superbe nouvelle<\/strong><\/h2>\n<p>\u00ab\u00a0Mmh <strong><span style=\"color: #ff6600;\">Frau<\/span>\u00a0<\/strong>? Oui et non. Je ne suis pas dans la strat\u00e9gie des patrons de Linkedin et de Microsoft donc mon avis n\u2019int\u00e9resse que moi. N\u00e9anmoins, si je regarde cela en tant qu\u2019utilisateur, je suis un peu g\u00ean\u00e9 car LinkedIn a encore des lacunes en r\u00e9elle connaissance du social et des r\u00e9seaux. Il y a des aberrations pour moi\u00a0: prendre contact avec quelqu\u2019un en rendant optionnel la personnalisation d\u2019un message, \u00e7a n\u2019existe pas dans la vraie vie, donc \u00e7a ne devrait pas exister sur Linkedin.<\/p>\n<p>Il y a de nombreux petits d\u00e9tails qui font qu\u2019aujourd\u2019hui, il faudrait une grosse couche sociale sur Linkedin. Et Microsoft, c\u2019est des techos. Microsoft, a rachet\u00e9 Nokia, on conna\u00eet la suite\u2026 ils ont rachet\u00e9 Yammer, ce n\u2019est pas devenu incontournable, ils ont rachet\u00e9 Skype, ce n\u2019est pas non plus devenu incontournable. <strong>Ils ont quand m\u00eame ferm\u00e9 MSN en disant que le message direct (ou messenger) \u00e7a ne marchera pas, l\u2019avenir leur a donn\u00e9 tort. Il manque une dimension \u00e9galement sociale \u00e0 Microsoft<\/strong>, donc je suis un peu partag\u00e9 sur l\u2019apport que \u00e7a va donner \u00e0 Linkedin.\u00a0\u00bb Cela ne devrait toutefois pas emp\u00eacher LinkedIn de garder sa place de leader solide des r\u00e9seaux sociaux professionnels. Et si Microsoft est pr\u00eat \u00e0 investir massivement pour le rachat de Twitter, c\u2019est qu\u2019une v\u00e9ritable strat\u00e9gie englobant les m\u00e9dias sociaux est en marche chez le g\u00e9ant du Software. Pour le bonheur des utilisateurs\u00a0?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Voici notre second \u00e9pisode des Vrai-Faux du marketing\u00a0: apr\u00e8s avoir d\u00e9cortiqu\u00e9 les id\u00e9es re\u00e7ues des r\u00e9seaux sociaux avec l\u2019incontournable patron de Jamespot, Alain Garnier, nous retrouvons cette fois-ci un v\u00e9ritable expert de LinkedIn, Bruno Fridlansky, auteur du livre Linkedin, d\u00e9veloppez votre professional branding, aux \u00e9ditions kawa. Tout comme Alain, Bruno ne m\u00e2che pas ses mots &hellip;<\/p>\n","protected":false},"author":29,"featured_media":22141,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-22137","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 v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>LinkedIn : le vrai-faux du plus grand r\u00e9seau social professionnel<\/title>\n<meta name=\"description\" content=\"Voici notre second \u00e9pisode des Vrai-Faux du marketing : apr\u00e8s avoir d\u00e9cortiqu\u00e9 les id\u00e9es re\u00e7ues des r\u00e9seaux sociaux avec l\u2019incontournable patron de Jamespot, Alain Garnier, nous retrouvons cette fois-ci un v\u00e9ritable expert de LinkedIn, Bruno Fridlansky\" \/>\n<meta name=\"robots\" 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