{"id":23962,"date":"2017-04-18T13:45:52","date_gmt":"2017-04-18T11:45:52","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=23962"},"modified":"2022-07-28T08:59:01","modified_gmt":"2022-07-28T06:59:01","slug":"webinaire-barometre-medias-sociaux-2017","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2017\/04\/18\/webinaire-barometre-medias-sociaux-2017\/","title":{"rendered":"Barom\u00e8tre M\u00e9dias Sociaux 2017 Hootsuite et Visionary Marketing"},"content":{"rendered":"<h2><strong>Barom\u00e8tre m\u00e9dias sociaux Hootsuite et\u00a0Visionary Marketing 2017 <\/strong><\/h2>\n<p><strong>Notre barom\u00e8tres m\u00e9dias sociaux Hootsuite et\u00a0Visionary Marketing permet de comprendre comment les entreprises Fran\u00e7aises ont int\u00e9gr\u00e9 les m\u00e9dias sociaux<a href=\"https:\/\/visionarymarketing.com\/2018\/11\/outils-medias-sociaux\/\"> \u00e0 leur strat\u00e9gie <\/a>, et \u00e0 q<\/strong><strong>uels enjeux doivent-elles r\u00e9pondre, et les solutions \u00e0 mettre en place? Voici l&rsquo;<\/strong><strong>avis de nos experts Hootsuite et Visionary Marketing sur le sujet.<\/strong><\/p>\n<figure id=\"attachment_23523\" aria-describedby=\"caption-attachment-23523\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/webikeo.fr\/webinar\/barometre-medias-sociaux-2017-quels-enjeux-usages-et-bonnes-pratiques\/share?campaign=visionary\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"wp-image-23523 size-medium\" title=\"m\u00e9dias sociaux\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/02\/Capture-decran-2017-02-22-a-16.05.13-500x263.png\" alt=\"Barom\u00e8tre m\u00e9dias sociaux Hootsuite Visionary Marketing \" width=\"500\" height=\"263\" \/><\/a><figcaption id=\"caption-attachment-23523\" class=\"wp-caption-text\">Barom\u00e8tre m\u00e9dias sociaux Hootsuite Visionary Marketing 2017<\/figcaption><\/figure>\n<h3 style=\"text-align: center;\"><a href=\"https:\/\/webikeo.fr\/webinar\/barometre-medias-sociaux-2017-quels-enjeux-usages-et-bonnes-pratiques\/share?campaign=visionary\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Rejoignez-nous le 25 avril pour un webinaire, coanim\u00e9 par :<\/strong><\/a><\/h3>\n<ul>\n<li><span class=\"removed_link\" title=\"https:\/\/www.linkedin.com\/in\/ydirheimer\/\"><strong>Yann Dirheimer<\/strong><\/span>, Directeur Marketing d&rsquo;<a href=\"https:\/\/visionarymarketing-my.sharepoint.com\/:b:\/p\/ygourven\/ES0xtiBLHT5Kp1KlGVFRpq0B8fif15HEmXSzAWjPplhLyg?e=hpjBB2\" target=\"_blank\" rel=\"noopener noreferrer\">Hootsuite<\/a>, plateforme leader de gestion des m\u00e9dias sociaux (+ de 15 millions d&rsquo;utilisateurs)<\/li>\n<li><strong><span class=\"removed_link\" title=\"https:\/\/www.linkedin.com\/in\/ygourven\/\">Yann Gourvennec<\/span>,<\/strong>\u00a0PDG de\u00a0<a href=\"https:\/\/visionarymarketing.fr\/\" target=\"_blank\" rel=\"noopener noreferrer\">Visionary Marketing<\/a><\/li>\n<\/ul>\n<h3 style=\"text-align: center;\"><strong>Vous pourrez d\u00e9couvrir\u00a0lors de ce webinar interactif :<\/strong><\/h3>\n<ul>\n<li>Les r<strong>\u00e9sultats de l&rsquo;\u00e9tude du Barom\u00e8tre 2017<\/strong> et l&rsquo;analyse de nos experts<\/li>\n<li>Les <strong>tactiques pour int\u00e9grer les m\u00e9dias sociaux<\/strong> au sein de votre organisation ainsi que les\u00a0outils et process adapt\u00e9s<\/li>\n<li>Les <strong>enjeux<\/strong> et <strong>d\u00e9fis<\/strong> qui attendent nos entreprises en mati\u00e8re de r\u00e9seaux sociaux au cours des prochaines ann\u00e9es<\/li>\n<\/ul>\n<p style=\"text-align: center;\"><a href=\"https:\/\/webikeo.fr\/webinar\/barometre-medias-sociaux-2017-quels-enjeux-usages-et-bonnes-pratiques\/share?campaign=visionary\"><img decoding=\"async\" class=\"aligncenter wp-image-23709 size-full\" title=\"m\u00e9dias sociaux\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/03\/tous-boutons.png\" alt=\"m\u00e9dias sociaux\" width=\"300\" height=\"50\" \/><\/a><a href=\"https:\/\/webikeo.fr\/webinar\/barometre-medias-sociaux-2017-quels-enjeux-usages-et-bonnes-pratiques\/share?campaign=visionary\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Pour suivre notre Webinar le mardi 25 avril \u00e0 10h<\/strong><\/a><\/p>\n<p><strong>\u00a0<\/strong><a href=\"https:\/\/webikeo.fr\/webinar\/barometre-medias-sociaux-2017-quels-enjeux-usages-et-bonnes-pratiques\/share?campaign=visionary\" target=\"_blank\" rel=\"noopener noreferrer\"><strong><img decoding=\"async\" class=\"aligncenter wp-image-23527 size-full\" title=\"m\u00e9dias sociaux\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/02\/new-piktochart_546_2f1eb4ec29c1757f1638b41870a03b3dd8b4afde-e1575610734495.png\" alt=\"Barom\u00e8tre m\u00e9dias sociaux Hootsuite Visionary Marketing \" width=\"650\" height=\"488\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/02\/new-piktochart_546_2f1eb4ec29c1757f1638b41870a03b3dd8b4afde-e1575610734495.png 650w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/02\/new-piktochart_546_2f1eb4ec29c1757f1638b41870a03b3dd8b4afde-e1575610734495-400x300.png 400w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/strong><\/a><br \/>\n<!--more--><\/p>\n<h2><strong>En savoir plus sur le <\/strong><strong>Barom\u00e8tre des m\u00e9dias sociaux en Entreprise <\/strong><\/h2>\n<p>Le Barom\u00e8tre des m\u00e9dias sociaux en Entreprise est une \u00e9tude\u00a0<a href=\"https:\/\/visionarymarketing-my.sharepoint.com\/:b:\/p\/ygourven\/ES0xtiBLHT5Kp1KlGVFRpq0B8fif15HEmXSzAWjPplhLyg?e=hpjBB2\" target=\"_blank\" rel=\"noopener noreferrer\">r\u00e9alis\u00e9e par Hootsuite<\/a>, en partenariat avec <a href=\"https:\/\/visionarymarketing.fr\/\" target=\"_blank\" rel=\"noopener noreferrer\">Visionary Marketing<\/a>, <a href=\"http:\/\/www.adetem.org\" target=\"_blank\" rel=\"noopener noreferrer\">l\u2019Adetem <\/a>et <a href=\"https:\/\/fr.toluna.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Toluna<\/a>. L\u2019enqu\u00eate a \u00e9t\u00e9 conduite en ligne du 10 mai au 31 juillet 2016, sur la base du fichier d\u2019adh\u00e9rents de l\u2019Adetem et via les r\u00e9seaux sociaux, puis compl\u00e9t\u00e9e par des entretiens avec des professionnels du marketing et des \u00e9changes lors de tables rondes organis\u00e9es fin 2016.<br \/>\nSur un total de 371 r\u00e9ponses au questionnaire, un \u00e9chantillon de 312 r\u00e9pondants a \u00e9t\u00e9 s\u00e9lectionn\u00e9 en qualit\u00e9 de professionnels du marketing et de la communication.<\/p>\n<p><a href=\"https:\/\/webikeo.fr\/webinar\/barometre-medias-sociaux-2017-quels-enjeux-usages-et-bonnes-pratiques\/share?campaign=visionary\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-23700 size-medium\" title=\"m\u00e9dias sociaux\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/03\/hootsuite_172_c31d42d0cf49494934b954295ca746b65ef5e150-500x250.png\" alt=\"m\u00e9dias sociaux\" width=\"500\" height=\"250\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/03\/hootsuite_172_c31d42d0cf49494934b954295ca746b65ef5e150-500x250.png 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/03\/hootsuite_172_c31d42d0cf49494934b954295ca746b65ef5e150-768x384.png 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/03\/hootsuite_172_c31d42d0cf49494934b954295ca746b65ef5e150.png 800w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Des progr\u00e8s avec des points d&rsquo;am\u00e9lioration possibles<\/strong><\/h3>\n<p><!--more--><\/p>\n<p>Notre barom\u00e8tre de l\u2019ann\u00e9e derni\u00e8re concluait \u00e0 \u00ab\u00a0<em><strong>un manque de strat\u00e9gie globale, une organisation peu coh\u00e9rente, des difficult\u00e9s \u00e0 convaincre sa direction, \u00e0 exploiter ses donn\u00e9es pour estimer le ROI des actions engag\u00e9es sur les m\u00e9dias sociaux<\/strong><\/em>\u00a0\u00bb.<\/p>\n<p>Il semblerait, \u00e0 la lecture des r\u00e9sultats de ce nouveau barom\u00e8tre des m\u00e9dias sociaux 2017, que les progr\u00e8s sont notables, <strong>la coh\u00e9rence strat\u00e9gique s\u2019am\u00e9liore<\/strong>. Les dirigeants semblent avoir <strong>mieux compris l\u2019importance des m\u00e9dias sociaux<\/strong>. Par ailleurs, les r\u00e9ponses \u00e0 la question relative \u00e0 l\u2019utilisation d\u2019<strong>outils sp\u00e9cialis\u00e9s de gestion de comptes sur les m\u00e9dias sociaux sont en nette augmentation<\/strong>. Ceci est un indicateur tr\u00e8s positif de la volont\u00e9 d\u2019organisation des entreprises. C\u2019est encourageant et cela montre une <strong>nette \u00e9volution dans le sens de la maturit\u00e9<\/strong>.<\/p>\n<p>N\u00e9anmoins, ce barom\u00e8tre met encore en lumi\u00e8re des \u00e9l\u00e9ments de progr\u00e8s :<\/p>\n<ul>\n<li><strong>Du c\u00f4t\u00e9 du ROI, les choses ont peu \u00e9volu\u00e9<\/strong>, et les entreprises ont encore du mal \u00e0 exploiter les donn\u00e9es recueillies.<\/li>\n<li>Les <strong>besoins en formations<\/strong> pour une communication adapt\u00e9e aux m\u00e9dias sociaux sont importants, afin de savoir les personnaliser et les adapter sur le plan \u00e9ditorial. <strong>Ces formations ne devraient pas \u00eatre r\u00e9serv\u00e9es uniquement aux acteurs directs de la communication digitale<\/strong>. Cela nous a \u00e9t\u00e9 confirm\u00e9 par les professionnels lors de nos tables rondes.<\/li>\n<li>Parall\u00e8lement \u00e0 cette n\u00e9cessaire mont\u00e9e en comp\u00e9tences des collaborateurs, <strong>un effort d\u2019organisation interne s\u2019av\u00e8re aussi n\u00e9cessaire<\/strong>, et la mise en place de <strong>chartes d\u2019utilisation des m\u00e9dias sociaux reste \u00e0 d\u00e9velopper<\/strong>.<\/li>\n<\/ul>\n<p><strong>L\u2019importance<\/strong> <strong>accord\u00e9e<\/strong> \u00e0 la contribution des m\u00e9dias sociaux au <strong>r\u00e9sultat des entreprises<\/strong>, et au fait qu\u2019ils vont progresser encore davantage dans les entreprises dans les prochaines ann\u00e9es, montre bien la <strong>n\u00e9cessit\u00e9 de les inclure dans une strat\u00e9gie globale de communication multicanale apr\u00e8s en avoir d\u00e9fini clairement les objectifs<\/strong>.<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/webikeo.fr\/webinar\/barometre-medias-sociaux-2017-quels-enjeux-usages-et-bonnes-pratiques\/share?campaign=visionary\"><img decoding=\"async\" class=\"wp-image-23709 size-full\" title=\"m\u00e9dias sociaux\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/03\/tous-boutons.png\" alt=\"m\u00e9dias sociaux\" width=\"300\" height=\"50\" \/><br \/>\n<\/a><a href=\"https:\/\/webikeo.fr\/webinar\/barometre-medias-sociaux-2017-quels-enjeux-usages-et-bonnes-pratiques\/share?campaign=visionary\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Pour suivre notre Webinar le mardi 25 avril \u00e0 10h<\/strong><\/a><\/p>\n<p><strong>\u00a0<a href=\"https:\/\/webikeo.fr\/webinar\/barometre-medias-sociaux-2017-quels-enjeux-usages-et-bonnes-pratiques\/share?campaign=visionary\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-23714 size-medium\" title=\"m\u00e9dias sociaux\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/03\/webinaire_20897410_c4f5c44a58e7a164e156c89f1dfe6db1468b8a23-500x281.png\" alt=\"m\u00e9dias sociaux\" width=\"500\" height=\"281\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/03\/webinaire_20897410_c4f5c44a58e7a164e156c89f1dfe6db1468b8a23-500x281.png 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/03\/webinaire_20897410_c4f5c44a58e7a164e156c89f1dfe6db1468b8a23-768x432.png 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/03\/webinaire_20897410_c4f5c44a58e7a164e156c89f1dfe6db1468b8a23.png 800w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/a><\/strong><\/p>\n<h4><\/h4>\n<h4>Pour en savoir plus sur les r\u00e9sultats du Barom\u00e8tre :<\/h4>\n<ul>\n<li><span class=\"removed_link\" title=\"https:\/\/blog.hootsuite.com\/fr\/infographie-hootsuite-2017-les-medias-sociaux-dans-les-entreprises-francaises\/\">D\u00e9couvrez l&rsquo;infographie r\u00e9alis\u00e9e par Hootsuite pr\u00e9sentant les principaux r\u00e9sultats du Barom\u00e8tre des M\u00e9dias Sociaux 2017<\/span><\/li>\n<li><a href=\"https:\/\/visionarymarketing-my.sharepoint.com\/:b:\/p\/ygourven\/ES0xtiBLHT5Kp1KlGVFRpq0B8fif15HEmXSzAWjPplhLyg?e=hpjBB2\" target=\"_blank\" rel=\"noopener noreferrer\">T\u00e9l\u00e9chargez le Livre Blanc \u00ab\u00a0Barom\u00e8tre Hootsuite 2017 : Les m\u00e9dias sociaux &amp; les entreprises fran\u00e7aises\u00a0\u00bb<\/a><\/li>\n<\/ul>\n<p style=\"text-align: center;\"><a href=\"https:\/\/webikeo.fr\/webinar\/barometre-medias-sociaux-2017-quels-enjeux-usages-et-bonnes-pratiques\/share?campaign=visionary\"><img decoding=\"async\" class=\"wp-image-23709 size-full\" title=\"m\u00e9dias sociaux\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/03\/tous-boutons.png\" alt=\"m\u00e9dias sociaux\" width=\"300\" height=\"50\" \/><br \/>\n<\/a><a href=\"https:\/\/webikeo.fr\/webinar\/barometre-medias-sociaux-2017-quels-enjeux-usages-et-bonnes-pratiques\/share?campaign=visionary\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Pour suivre notre Webinar le mardi 25 avril \u00e0 10h<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Barom\u00e8tre m\u00e9dias sociaux Hootsuite et\u00a0Visionary Marketing 2017 Notre barom\u00e8tres m\u00e9dias sociaux Hootsuite et\u00a0Visionary Marketing permet de comprendre comment les entreprises Fran\u00e7aises ont int\u00e9gr\u00e9 les m\u00e9dias sociaux \u00e0 leur strat\u00e9gie , et \u00e0 quels enjeux doivent-elles r\u00e9pondre, et les solutions \u00e0 mettre en place? Voici l&rsquo;avis de nos experts Hootsuite et Visionary Marketing sur le sujet. &hellip;<\/p>\n","protected":false},"author":41,"featured_media":23523,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-23962","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>Barom\u00e8tre M\u00e9dias Sociaux Hootsuite Visionary Marketing 2017<\/title>\n<meta name=\"description\" content=\"Comment les entreprises Fran\u00e7aises int\u00e8grent-elles les m\u00e9dias sociaux \u00e0 leur strat\u00e9gie ? 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