{"id":4150,"date":"2011-06-01T14:07:27","date_gmt":"2011-06-01T14:07:27","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=4150"},"modified":"2020-08-14T16:52:12","modified_gmt":"2020-08-14T14:52:12","slug":"entreprises-medias-sociaux","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2011\/06\/01\/entreprises-medias-sociaux\/","title":{"rendered":"Entreprises et m\u00e9dias sociaux : comment trouver sa voie ?"},"content":{"rendered":"<div><img decoding=\"async\" class=\"alignright wp-image-4139 size-medium\" title=\"tv-large.gif\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2011\/05\/tv-large-300x234.gif\" alt=\"Zdnet: &quot;Entreprises : comment trouver sa voie sur les m\u00e9dias sociaux&quot;\" width=\"300\" height=\"234\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2011\/05\/tv-large-300x234.gif 300w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2011\/05\/tv-large-384x300.gif 384w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>Gr\u00e2ce \u00e0\u00a0<cite title=\"Auteur\">Philippe Leroy<\/cite>, r\u00e9dacteur en chef de <a href=\"http:\/\/www.zdnet.fr\/actualites\/entreprises-comment-trouver-sa-voie-sur-les-medias-sociaux-39761240.htm\" target=\"_blank\" rel=\"noopener noreferrer\">ZDNet France<\/a>\u00a0que nous remercions pour son enthousiasme et son concours, <a href=\"http:\/\/zdnet.fr\" target=\"_blank\" rel=\"noopener noreferrer\">le grand journal en ligne des TIC<\/a> a organis\u00e9 une superbe interview sur Zdnet sur Entreprises et M\u00e9dias Sociaux, \u00e0 laquelle j&rsquo;ai particip\u00e9 avec Herv\u00e9 Kabla.<\/div>\n<div><\/div>\n<h2>Entreprises et m\u00e9dias sociaux : comment trouver sa voie ?<\/h2>\n<div>\u00ab\u00a0<b>Que vient-on chercher sur un m\u00e9dia social : une nouvelle forme de marketing avec un objectif de retour sur\u00a0 investissement ?<\/b><\/div>\n<div><\/div>\n<div>\n<p><b>Herv\u00e9 Kabla : <\/b>Cela d\u00e9pend par quelle porte on y entre : celle de la communication, celle du marketing, celle du directeur g\u00e9n\u00e9ral qui a cr\u00e9\u00e9 son blog, celle de la communication de crise&#8230;Chaque entreprise a sa relation avec les m\u00e9dias sociaux et elle d\u00e9pend du manager qui a d\u00e9cid\u00e9 de traiter sa probl\u00e9matique via ce support. Les m\u00e9dias sociaux, ce n&rsquo;est pas une finalit\u00e9, c&rsquo;est un outil qui accompagne une strat\u00e9gie globale de l&rsquo;entreprise.<\/p>\n<p><iframe title=\"Entreprises : comment trouver sa voie sur les m\u00e9dias sociaux ?\" frameborder=\"0\" width=\"500\" height=\"275\" src=\"https:\/\/geo.dailymotion.com\/player.html?video=x19sgad&#038;\" allowfullscreen allow=\"autoplay; fullscreen; picture-in-picture; web-share\"><\/iframe><\/p>\n<div class=\"mpu-middle\">\n<div id=\"div-gpt-ad-300_mtf_wrapper\" class=\"div-gpt-ad-300_mtf_wrapper unfyas af-banner\">\n<p><b>Yann Gourvennec : <\/b>On s&rsquo;\u00e9l\u00e8ve contre l&rsquo;id\u00e9e d&rsquo;une strat\u00e9gie de m\u00e9dias sociaux car on ne peut pas avoir une strat\u00e9gie de boite \u00e0 outils. On parle d&rsquo;une strat\u00e9gie de marketing avec une forte teinte de num\u00e9rique qui s&rsquo;appuie sur les m\u00e9dias sociaux, des outils incontournables.<br \/>\n<b><!--more-->Les techniques de marketing sont diff\u00e9rentes sur les r\u00e9seaux sociaux pour les entreprises \u00a0?<\/b><br \/>\n<b>Herv\u00e9 Kabla : <\/b>C&rsquo;est une prise de risque d&rsquo;utiliser les m\u00eames techniques.<br \/>\n<b>Yann Gourvennec :<\/b> Nous sommes en 2011, les consommateurs savent d\u00e9coder les campagnes de publicit\u00e9 et contourner les r\u00e8gles. On ne peut pas les leurrer.<\/p>\n<p><b>On entend beaucoup d&rsquo;experts en m\u00e9dias sociaux auto-proclamm\u00e9s ? Sont-ils cr\u00e9dibles ? <\/b><br \/>\n<b>Yann Gourvennec :<\/b> C&rsquo;est un peu comme \u00e0 la guerre : il y a ceux qui sont all\u00e9s au front et ont senti les balles siffler et puis il y a les autres. Je pense que c&rsquo;est plus un m\u00e9tier de praticien.\u00a0\u00bb<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div><strong>\u00ab\u00a0<a href=\"http:\/\/www.zdnet.fr\/actualites\/entreprises-comment-trouver-sa-voie-sur-les-medias-sociaux-39761240.htm\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Strat\u00e9gie<\/em>\u00a0&#8211; G\u00e9rer sa pr\u00e9sence sur les m\u00e9dias sociaux\u00a0\u00bb<\/a>.<\/strong><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Gr\u00e2ce \u00e0\u00a0Philippe Leroy, r\u00e9dacteur en chef de ZDNet France\u00a0que nous remercions pour son enthousiasme et son concours, le grand journal en ligne des TIC a organis\u00e9 une superbe interview sur Zdnet sur Entreprises et M\u00e9dias Sociaux, \u00e0 laquelle j&rsquo;ai particip\u00e9 avec Herv\u00e9 Kabla. Entreprises et m\u00e9dias sociaux : comment trouver sa voie ? \u00ab\u00a0Que vient-on &hellip;<\/p>\n","protected":false},"author":2,"featured_media":55186,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-4150","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 v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Entreprises et m\u00e9dias sociaux : comment trouver sa voie ?<\/title>\n<meta name=\"description\" content=\"Philippe Leroy de ZDNet France a organis\u00e9 une superbe interview sur Zdnet sur Entreprises et M\u00e9dias Sociaux \u00e0 laquelle j&#039;ai particip\u00e9 ...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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