{"id":35427,"date":"2020-01-21T08:45:45","date_gmt":"2020-01-21T07:45:45","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=35427"},"modified":"2020-02-17T10:06:00","modified_gmt":"2020-02-17T09:06:00","slug":"tendances-medias-sociaux-2020","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2020\/01\/21\/tendances-medias-sociaux-2020\/","title":{"rendered":"Tendances m\u00e9dias sociaux 2020 et marketing digital avec Digimind"},"content":{"rendered":"

C’est le d\u00e9but de l’ann\u00e9e, la p\u00e9riode propice aux pr\u00e9dictions des experts, notamment des experts en marketing digital et m\u00e9dia sociaux. L’exercice annuel de Digimind<\/a>, auquel la r\u00e9daction de Visionary Marketing a \u00e9t\u00e9 convi\u00e9e, livre un panorama assez large et finalement assez consensuel de l’\u00c9tat du Web et du Web social. Sans \u00e9tonnement, celui-ci est li\u00e9 \u00e0 l’actualit\u00e9. 30 experts (de Digimind et externes), chercheurs et enseignants y d\u00e9voilent leurs tendances sur les m\u00e9dias sociaux et le marketing digital en 2020 \u00e0 l’invitation de \u00a0Christophe Asselin et son \u00e9quipe. Voici mon r\u00e9sum\u00e9 et mon analyse.<\/em><\/p>\n

\"tendances<\/a><\/p>\n

Nous allons parler notamment de transformation digitale et humaine, visages, marketing d’influence, TikTok, Social Commerce, Pinterest, obfuscation, h\u00e9ros-\u00e9thique, tribunal num\u00e9rique, tensions, attention, fragmentation des r\u00e9seaux sociaux, indicateurs, comp\u00e9tition, g\u00e9ants du web, storytelling, reconnaissance faciale, Dark Web, souverainet\u00e9 num\u00e9rique, intelligence augment\u00e9e, doubles num\u00e9riques, engagement, Social Selling, et\u2026de bonheur<\/p><\/blockquote>\n

C’est le dernier mot qui compte, comme souvent.<\/p>\n

Tendances m\u00e9dias sociaux et marketing digital 2020<\/h2>\n

On y parle de transformation digitale<\/a>, d’intelligence artificielle<\/a> de m\u00e9dias sociaux<\/a> (qui ne sont comme le num\u00e9rique dans son ensemble, \u00ab\u00a0que des outils\u00a0\u00bb, Guillaume Terrien p 6).<\/p>\n

Sans oublier l’in\u00e9vitable TikTok qui gagne haut la main \u00e0 l’applaudim\u00e8tre, comme tous les m\u00e9dias sociaux cibl\u00e9s pr\u00e9adolescents avant lui (tout le monde ou presque l’a cit\u00e9, pp 3,8,11,17,18,19,22,24,30,25,38, 39, 40, 43 et il a enterr\u00e9 Snapchat qui avait satur\u00e9 les ondes avant lui, et Instagram qui avait remplac\u00e9 Facebook sur ce cr\u00e9neau, lui-m\u00eame supplant\u00e9 par Snapchat, \u00e0 moins que ce soit l’inverse, et Msn qui avait \u00e9t\u00e9 tu\u00e9 par Facebook et ainsi de suite).<\/p>\n

On y parle aussi d’influence et de Dark Web.<\/p>\n

Tendances m\u00e9dias sociaux 2020 : une tonalit\u00e9 grave<\/h3>\n

Ce qui me frappe avant tout en regardant ce cahier de tendances, une somme de 53 pages, c’est la tonalit\u00e9 s\u00e9rieuse, voire m\u00eame parfois inqui\u00e9tante de la vision des experts.<\/p>\n

Je sens, sur le terrain, un d\u00e9calage croissant entre la population la base, qui en est encore \u00e0 essayer de d\u00e9couvrir les m\u00e9dias sociaux (de temps en temps on m’appelle pour organiser une s\u00e9ance de d\u00e9couverte, m\u00eame si cela m’amuse un peu je dois dire) et la distance prise par les experts vis-\u00e0-vis de leur propre objet d’\u00e9tude ou de travail.<\/p>\n

Car le digital devient de plus en plus politique (Olivier Ertscheid p 10) voire m\u00eame un objet de domination (Casilli, p 10 cit\u00e9 par le m\u00eame auteur), mais aussi de narcissisme (Jacqueline Sala p 12).<\/p>\n

M\u00e9dias sociaux 2020 : l’influence en qu\u00eate de sens ou de raison<\/h3>\n

Quant \u00e0 l’influence elle est \u00ab\u00a0en qu\u00eate de sens\u00a0\u00bb selon Thierry Welhoff (p 14), l’inventeur de l’observatoire \u00e9ponyme, ou en voie d’assainissement sur la route de son \u00e2ge de raison (St\u00e9phane Bouillet p 7).<\/p>\n

Le Dark Web et la reconnaissance faciale sont bien cit\u00e9s aussi, mais bizarrement, les \u00ab\u00a0fake news<\/a>\u00a0\u00bb sont beaucoup moins \u00e9voqu\u00e9s (pp 32,39,40,41,44) et par moins d’auteurs. David Fayon l’avait pourtant \u00e9lu \u00ab\u00a0buzzword digital de l’ann\u00e9e 2019\u00a0\u00bb, c’est fou ce que les modes passent vite.<\/p>\n

Damien Douani, quant \u00e0 lui, avec son \u00e0 propos habituel nous fait remarquer que nous r\u00e2lons sur les fake news mais sommes les premiers fautifs, car nous \u00ab\u00a0croyons le premier site qui passe sans aller v\u00e9rifier\u00a0\u00bb. Ceci n’est pas vrai de Visionary Marketing bien entendu.<\/p>\n

Camille Jourdain (p22) a la gentillesse de nous parler de l’influence B2B<\/a> \u00e0 laquelle personne ou presque ne s’int\u00e9resse et qui est pourtant bien structur\u00e9e (et depuis longtemps). Bonne nouvelle, \u00ab\u00a0ces influenceurs […]\u00a0gagneront du terrain l’ann\u00e9e prochaine\u00a0\u00bb (c’est \u00e0 dire cette ann\u00e9e).<\/p>\n

Sans surprise, Fadhila Brahimi (p 42) nous propose de r\u00e9inventer le num\u00e9rique. Je dis \u00ab\u00a0sans surprise\u00a0\u00bb car elle pr\u00e9pare avec David Fayon et 57 autres auteurs un joli coup, et je suis de la partie. Vous en saurez bient\u00f4t plus sur ce sujet.<\/p>\n

Les confr\u00e8res et amis que je n’aurai pas cit\u00e9s dans cette br\u00e8ve analyse matutinale de ce livre blanc paru hier soir, me pardonneront ais\u00e9ment ces oublis. Vous\u00a0<\/em>pourrez les lire tous en cliquant sur le lien suivant.\u00a0<\/i><\/p>\n

\"tendances<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

C’est le d\u00e9but de l’ann\u00e9e, la p\u00e9riode propice aux pr\u00e9dictions des experts, notamment des experts en marketing digital et m\u00e9dia sociaux. L’exercice annuel de Digimind, auquel la r\u00e9daction de Visionary Marketing a \u00e9t\u00e9 convi\u00e9e, livre un panorama assez large et finalement assez consensuel de l’\u00c9tat du Web et du Web social. Sans \u00e9tonnement, celui-ci est …<\/p>\n","protected":false},"author":2,"featured_media":35444,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-35427","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-medias-sociaux"],"yoast_head":"\nTendances m\u00e9dias sociaux 2020 et marketing digital avec Digimind<\/title>\n<meta name=\"description\" content=\"30 experts, chercheurs et enseignants d\u00e9voilent leurs tendances m\u00e9dias sociaux et marketing digital en 2020 \u00e0 l'invitation de Digimind\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2020\/01\/21\/tendances-medias-sociaux-2020\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" 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He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/35427","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=35427"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/35427\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/35444"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=35427"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=35427"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=35427"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}