{"id":2376,"date":"2010-02-23T07:00:33","date_gmt":"2010-02-23T07:00:33","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=2376"},"modified":"2022-05-07T19:39:07","modified_gmt":"2022-05-07T17:39:07","slug":"facebook-marche-francais","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2010\/02\/23\/facebook-marche-francais\/","title":{"rendered":"CMIT: pouss\u00e9e tr\u00e8s forte de Facebook sur le march\u00e9 fran\u00e7ais"},"content":{"rendered":"<p>Le CMIT observe une pouss\u00e9e tr\u00e8s forte de Facebook sur le march\u00e9 fran\u00e7ais. Ceci est la deuxi\u00e8me partie du compte-rendu de la conf\u00e9rence du <a href=\"http:\/\/www.directeurmarketing.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">CMIT<\/a> sur les m\u00e9dias sociaux organis\u00e9e \u00e0 la Grande Arche le 19\/02\/2010. <span title=\"https:\/\/visionarymarketing.com\/2010\/02\/22\/conference-du-cmit-les-marketeurs-tentent-d%E2%80%99apprivoiser-le-social-media-marketing\/trackback\">Cet article fait suite \u00e0 la 1\u00e8re partie du compte-rendu de la conf\u00e9rence du CMIT<\/span><\/p>\n<h2>CMIT: pouss\u00e9e tr\u00e8s forte de Facebook sur le march\u00e9 fran\u00e7ais<\/h2>\n<div>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-10849\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2010\/02\/021910_2216_confrencedu22.png\" alt=\"\" width=\"381\" height=\"229\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2010\/02\/021910_2216_confrencedu22.png 381w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2010\/02\/021910_2216_confrencedu22-300x180.png 300w\" sizes=\"(max-width: 381px) 100vw, 381px\" \/><\/p>\n<dl id=\"attachment_10849\">\n<dd>CMIT: pouss\u00e9e tr\u00e8s forte de Facebook sur le march\u00e9 fran\u00e7ais<\/dd>\n<\/dl>\n<\/div>\n<p>Etude r\u00e9cente sur la p\u00e9n\u00e9tration des m\u00e9dias sociaux sur le march\u00e9 fran\u00e7ais par Sophie Bruand<\/p>\n<p>Sophie (\u00e0 droite sur la photo, \u00e0 la gauche de Robin Ferri\u00e8re) a fond\u00e9 <span title=\"http:\/\/www.quip.fr\/\">Quip Marketing<\/span> qui a fusionn\u00e9 avec <a title=\"http:\/\/www.dialogues.fr\/\" href=\"http:\/\/www.dialogues.fr\/\" target=\"_blank\" rel=\"noopener noreferrer\">l&rsquo;agence Dialogues<\/a>. Elle pr\u00e9sente cette \u00e9tude qu&rsquo;elle a men\u00e9e en fin 2009 sous le nom de\u00a0Dialogues\u00a0:\u00a0\u00bbEnteprises et m\u00e9dias sociaux\u00a0: o\u00f9 en est-on\u00a0?\u00a0\u00bb<!--more--><\/p>\n<p>Sophie est all\u00e9e interviewer des repr\u00e9sentants d&rsquo;entreprises dont moi-m\u00eame (transparence : je travaille pour <span title=\"http:\/\/blogs.orange-business.com\">Orange Business Services<\/span>). Cette \u00e9tude donne des tendances, m\u00eame si les chiffres sont \u00e0 prendre avec pr\u00e9caution\u00a0:<\/p>\n<ul>\n<li>20% des r\u00e9pondants \u00e0 l&rsquo;enqu\u00eate ont \u00e9t\u00e9 recrut\u00e9s par Sophie via les MS<\/li>\n<li>\n<div>Objectifs\u00a0:Evaluer l&rsquo;utilisation personnelle et professionnelle des MS et quelles perspectives pour 2010\u00a0?<\/div>\n<ul>\n<li>Forte convergence entre usage pros et persos. Facebook et Twitter sont bien des outils utilis\u00e9s en professionnel. Peu de diff\u00e9rence dans les usages.<\/li>\n<li>Tr\u00e8s forte focalisation sur Twitter et Facebook (FB 2\u00e8me\u00a0marque mondiale, et passe devant Yahoo\u00a0! en termes de trafic)<\/li>\n<li>Vu les r\u00e9pondants, les projets s&rsquo;orientent assez naturellement autour de la notori\u00e9t\u00e9 et de l&rsquo;image et du branding<\/li>\n<li>Les 3 premiers objetcifs\u00a0: 1. Notori\u00e9t\u00e9 2. Communaut\u00e9s 3. Communication produits<\/li>\n<li>En retrait\u00a0: le d\u00e9marrage de la \u00ab\u00a0conversation\u00a0\u00bb car c&rsquo;est cela qui fait peur<\/li>\n<li>Quelles difficult\u00e9s\u00a0? 1\u00b0 la production de contenu = il faut avoir les moyens de fournir du contenu de qualit\u00e9 car ce n&rsquo;est pas facile de d\u00e9l\u00e9guer. On ne peut pas totalement externaliser la production de contenu car il faut une connaissance des march\u00e9s et \u00e0 l&rsquo;inverse il est difficile de convaincre des gens en interne 2\u00b0 les difficult\u00e9s organisationnelles = qui a le doit, combien de temps pour \u00ab\u00a0valider\u00a0\u00bb et comment lier au business\u00a0? et le dialogue avec les clients et les prospects c&rsquo;est remettre en cause vos lignes de produits et de services et donc il faut \u00eatre pr\u00eat \u00e0 agir en transverse 3\u00b0 ROI : comment mesurer les MS. Sur la plupart des outils on ne mesure pas car les outils ne sont pas utilisables. Savoir quels sont les bons outils n&rsquo;est pas facile. On ne sait pas quoi mesurer ni qui mesurer<\/li>\n<li>Environ 70% des gens ont mis une surveillance de la e-reputation mais \u00e7a se fait avec les moyens du bord. Dans certaines grandes entreprises ce sont les services de relations avec les consommateurs qui sont responsables de ce genre de choses<\/li>\n<li>\n<div>Pouss\u00e9e tr\u00e8s forte de Facebook sur le march\u00e9 fran\u00e7ais qui passe devant Skyblog, Myspace et Hi5 sont en perte de vitesse voire n&rsquo;ont jamais \u00e9merg\u00e9<\/div>\n<ul>\n<li>1\u00b0 fan page<\/li>\n<li>2\u00b0 je commente<\/li>\n<li>3\u00b0 je commente plut\u00f4t de mani\u00e8re n\u00e9gative<\/li>\n<\/ul>\n<\/li>\n<li>Nombre moyen d&rsquo;amis = 130. Ce qui ferait l&rsquo;int\u00e9r\u00eat d&rsquo;un consommateur potentiel pourrait se mesurer \u00e0 l&rsquo;aune de son r\u00e9seau. Environ 8 demandes d&rsquo;amis par jour. 55 minutes en moyenne pass\u00e9es sur FB par jour. Environ 9 clics moyens par mois sur le bouton j&rsquo;aime. Environ 3 fan pages auxquelles on s&rsquo;abonne par mois. 12 groupes en moyenne par utilisateur (c&rsquo;est l&rsquo;ancien usage de Facebook)<\/li>\n<li>Septembre 2009\u00a0: entreprises du CAC 40 pr\u00e9sentes sur Twitter environ 40%, donc de la marge de progression<\/li>\n<li>\n<div>A quoi sert le Marketing en SMM\u00a0?<\/div>\n<ul>\n<li>Fid\u00e9liser sa client\u00e8le<\/li>\n<li>Cr\u00e9er du WOM (bouche \u00e0 oreille)<\/li>\n<\/ul>\n<\/li>\n<li>\n<div>Meilleures pratiques en SMM<\/div>\n<ul>\n<li>Se fixer des objectifs clairs, ce qui permettra aussi de mesurer ses r\u00e9sultats<\/li>\n<li>Cibler sa campagne<\/li>\n<li>Etre dans l&rsquo;implication et jouer le jeu de la conversation et oublier les vieilles lunes du push<\/li>\n<li>Oublier que c&rsquo;est gratuit, ce n&rsquo;est pas tr\u00e8s cher mais il y a des co\u00fbts de cr\u00e9ation et de m\u00e9dias non n\u00e9gligeables<\/li>\n<\/ul>\n<\/li>\n<li>\n<div>Pratiques B2C Facebook aux US<\/div>\n<ul>\n<li>Applications<\/li>\n<li>Sondages<\/li>\n<li>G\u00e9n\u00e9rationd de trafic vers la page de l&rsquo;entreprise<\/li>\n<li>Achat d&rsquo;espace sur Facebook (taux de clic assez faible)<\/li>\n<li>Ajout de clients\/amis<\/li>\n<\/ul>\n<\/li>\n<li>\n<div>Twitter peut \u00eatre un outil de CRM efficace pour les entreprises<\/div>\n<ul>\n<li>Makeitpizza \u00e0 Chicago qui permet des feedbacks sur les pizzas. Bonne utilisation pour une PME<\/li>\n<li>Free a cr\u00e9\u00e9 un compte Twitter de support utilisateurs. Le support clients r\u00e9pond sur ce compte<\/li>\n<\/ul>\n<\/li>\n<li>Une autre utilisation int\u00e9ressante est celle d&rsquo;Ikea sur Facebook\u00a0: laisser les internautes se tagger sur la page et celui qui se prenait en photo avec le meuble le 1er\u00a0le gagnait.<\/li>\n<li>Dell\u00a0: Etude de cas qui pr\u00e9sente peu d&rsquo;int\u00e9r\u00eat mais la seule o\u00f9 on ait des chiffres<\/li>\n<li>Beaucoup des participants veulent \u00e9viter la didacture du ROI<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p class=\"getsocial\" style=\"text-align: center;\">\n","protected":false},"excerpt":{"rendered":"<p>Le CMIT observe une pouss\u00e9e tr\u00e8s forte de Facebook sur le march\u00e9 fran\u00e7ais. Ceci est la deuxi\u00e8me partie du compte-rendu de la conf\u00e9rence du CMIT sur les m\u00e9dias sociaux organis\u00e9e \u00e0 la Grande Arche le 19\/02\/2010. Cet article fait suite \u00e0 la 1\u00e8re partie du compte-rendu de la conf\u00e9rence du CMIT CMIT: pouss\u00e9e tr\u00e8s forte &hellip;<\/p>\n","protected":false},"author":2,"featured_media":10849,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-2376","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>CMIT: pouss\u00e9e tr\u00e8s forte de Facebook sur le march\u00e9 fran\u00e7ais<\/title>\n<meta name=\"description\" content=\"Le CMIT observe une pouss\u00e9e tr\u00e8s forte de Facebook sur le march\u00e9 fran\u00e7ais. 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