{"id":2496,"date":"2010-03-18T14:42:51","date_gmt":"2010-03-18T13:42:51","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=2496"},"modified":"2024-04-11T07:35:44","modified_gmt":"2024-04-11T05:35:44","slug":"blog-dentreprise-quel-est-votre-engagement-relationnel","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2010\/03\/18\/blog-dentreprise-quel-est-votre-engagement-relationnel\/","title":{"rendered":"Blog d&rsquo;entreprise : quel est votre engagement relationnel ?"},"content":{"rendered":"<p>Lu dans un <a href=\"https:\/\/venturebeat.com\/2010\/03\/08\/eighty-percent-of-corporate-bloggers-stop-after-5-posts-max\/\" target=\"_blank\" rel=\"noopener noreferrer\">article paru sur VentureBeat le 8 Mars dernier<\/a>, IBM a r\u00e9alis\u00e9 une \u00e9tude selon laquelle 80% des blogueurs d\u2019entreprise s\u2019arr\u00eatent au bout de 5 billets.<\/p>\n<h2>Blog d&rsquo;entreprise : quel est votre engagement relationnel?<\/h2>\n<figure id=\"attachment_54832\" aria-describedby=\"caption-attachment-54832\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2011\/09\/rpblogueurs-medef-2012.jpg\"><img decoding=\"async\" class=\"wp-image-54832 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2011\/09\/rpblogueurs-medef-2012.jpg\" alt=\"Blog d'entreprise : quel est votre engagement relationnel?\" width=\"520\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2011\/09\/rpblogueurs-medef-2012.jpg 520w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2011\/09\/rpblogueurs-medef-2012-459x300.jpg 459w\" sizes=\"(max-width: 520px) 100vw, 520px\" \/><\/a><figcaption id=\"caption-attachment-54832\" class=\"wp-caption-text\">Blog d&rsquo;entreprise : quel est votre engagement relationnel?<\/figcaption><\/figure>\n<p>M\u00eame si cette \u00e9tude est ax\u00e9e sur les Etats-Unis et que l\u2019une de ses vocations est de promouvoir les services et solutions d\u2019IBM pour assister les entreprises dans la r\u00e9daction de contenu, nous profitons de l\u2019occasion pour revenir sur les probl\u00e9matiques d\u2019un blog d\u2019entreprise suite \u00e0 la conf\u00e9rence <a href=\"https:\/\/web.archive.org\/web\/20100328193618\/http:\/\/media-aces.org:80\/2010\/03\/18\/media-aces-conference-march-2010-la-defense-paris\/\" target=\"_blank\" rel=\"noopener noreferrer\">Media Aces<\/a> qui s\u2019est tenue le 16 Mars \u00e0 la D\u00e9fense\u00a0:<\/p>\n<ul>\n<li><span style=\"color: #993300;\"><strong>Quel contenu<\/strong><\/span> : purement commercial, ouvert \u00e0 la discussion et au d\u00e9bat, incisif et audacieux par des prises de position\u00a0?<\/li>\n<li><strong><span style=\"color: #993300;\">Quelle diffusion<\/span><\/strong> : le flux rss g\u00e9n\u00e9r\u00e9 par vos articles seront-ils lus et repris par les hubs et autres plateformes wiki adapt\u00e9s \u00e0 votre cible\u00a0?<\/li>\n<li><span style=\"color: #993300;\"><strong>Quel R.O.I<\/strong><\/span> : est-ce suffisant de mesurer le retour sur investissement en temps par la notori\u00e9t\u00e9 ou le r\u00e9f\u00e9rencement naturel\u00a0?<\/li>\n<\/ul>\n<p><!--more--><\/p>\n<p>Il n\u2019existe pas de bonne ou mauvaise r\u00e9ponse \u00e0 ces questions \u2013 Egalement, il n\u2019est pas toujours indispensable pour prendre part efficacement au 2.0 de cr\u00e9er un blog. Parfois, un simple compte twitter suffit comme par exemple la lignedefree\u00a0:\u00a0 via cet outil associ\u00e9 avec une veille en temps r\u00e9el de ce qui est publi\u00e9 sur Twitter avec certains mots cl\u00e9s (free, freebox, iliad, etc\u2026) l&rsquo;op\u00e9rateur ADSL Fran\u00e7ais r\u00e9agit quasiment instantan\u00e9ment en prenant contact avec les personnes qui ont un probl\u00e8me de freebox, de facturation ou autre\u2026<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2010\/03\/image1.jpg\"><img decoding=\"async\" class=\"aligncenter size-medium wp-image-2497\" title=\"Image1\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2010\/03\/image1.jpg?w=286\" alt=\"Free compte twitter\" width=\"286\" height=\"300\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2010\/03\/image1.jpg 345w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2010\/03\/image1-287x300.jpg 287w\" sizes=\"(max-width: 286px) 100vw, 286px\" \/><\/a><\/p>\n<p>N\u00e9anmoins, vous n\u2019emp\u00eacherez jamais vos consommateurs de prendre la parole en dehors de votre sph\u00e8re officielle \u2013 ainsi, sur la ligne de free un groupe intitul\u00e9 \u2018sauvons rodolph\u2019 appelle \u00e0 la mobilisation car l\u2019\u00e9g\u00e9rie de free est menac\u00e9 de disparition par les responsables marketing de la marque.<\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" title=\"Image2\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2010\/03\/image2.jpg?w=300\" alt=\"Facebook\" width=\"300\" height=\"140\" \/><\/p>\n<p>En r\u00e9sum\u00e9, la cl\u00e9 d\u2019entr\u00e9e pour un blog d\u2019entreprise comme pour tout autre outil 2.0 est de savoir quelle est votre motivation ainsi que votre engagement \u00e0 l\u2019\u00e9gard de vos clients (btob ou\/et btoc).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lu dans un article paru sur VentureBeat le 8 Mars dernier, IBM a r\u00e9alis\u00e9 une \u00e9tude selon laquelle 80% des blogueurs d\u2019entreprise s\u2019arr\u00eatent au bout de 5 billets. Blog d&rsquo;entreprise : quel est votre engagement relationnel? M\u00eame si cette \u00e9tude est ax\u00e9e sur les Etats-Unis et que l\u2019une de ses vocations est de promouvoir les &hellip;<\/p>\n","protected":false},"author":6,"featured_media":54832,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-2496","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Blog d&#039;entreprise : quel est votre engagement relationnel ?<\/title>\n<meta name=\"description\" content=\"Lu dans un article paru sur VentureBeat le 8 Mars dernier, IBM a r\u00e9alis\u00e9 une \u00e9tude selon laquelle 80% des blogueurs d\u2019entreprise s\u2019arr\u00eatent au bout de 5\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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