{"id":4461,"date":"2011-08-31T07:00:53","date_gmt":"2011-08-31T05:00:53","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=4461"},"modified":"2020-09-25T12:08:15","modified_gmt":"2020-09-25T10:08:15","slug":"livre-blanc-up-2-social-les-blogs-dentreprise-ne-sont-pas-morts","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2011\/08\/31\/livre-blanc-up-2-social-les-blogs-dentreprise-ne-sont-pas-morts\/","title":{"rendered":"Livre blanc – Up 2 Social : les blogs d’entreprise ne sont pas morts !"},"content":{"rendered":"

\u00ab\u00a0Les blogs d\u2019entreprise ne sont pas morts, ils viennent juste de na\u00eetre\u00a0!\u00a0\u00bb tel est le titre de ma contribution au livre blanc de up2social auquel 7 praticiens des m\u00e9dias sociaux ont particip\u00e9 (voir ci-dessous). Je vous livre ici le d\u00e9but de mon article, n’h\u00e9sitez pas \u00e0 t\u00e9l\u00e9charger le livre blanc sur les b\u00e9n\u00e9fices des blogs de Up 2 Social<\/a><\/strong>, qui est tr\u00e8s complet:<\/em><\/p>\n

les blogs d\u2019entreprise ne sont pas morts, ils viennent juste de na\u00eetre\u00a0!\u00a0<\/strong><\/p><\/blockquote>\n

\"Livre<\/a>
Livre blanc – Up 2 Social : les blogs d’entreprise ne sont pas morts !<\/figcaption><\/figure>\n

Il y a \u00e0 peine trois ans, ce qui para\u00eet en temps Internet une \u00e9ternit\u00e9, je discutai avec un ami professionnel du Web et nous d\u00e9battions de notre initiative de blogs d’entreprise chez Orange Business Services : \u00ab pourquoi se lancer sur les blogs, c’est fini !\u00bb me disait cet ami.<\/p>\n

Il est vrai que la mode – largement inspir\u00e9e de la derni\u00e8re \u00e9lection pr\u00e9sidentielle et amplifi\u00e9e par la ‘r\u00e9publique des blogs’ de notre confr\u00e8re Versac – \u00e9tait derri\u00e8re nous.<\/p>\n

Mais c’est juste pour cette raison aussi que cette initiative devenait int\u00e9ressante, car c’est hors de la mode que l’on peut b\u00e2tir un v\u00e9ritable discours ; contrairement \u00e0 une croyance r\u00e9pandue, c’est dans le long terme que se construisent les initiatives du Web, pas dans l’\u00e9ph\u00e9m\u00e8re et illusoire gloire des projecteurs.<\/p>\n

Trois ans plus tard, voyons comment et pourquoi les blogs – d\u00e9sormais relay\u00e9s et \u00e9largis au reste des m\u00e9dias sociaux – peuvent soutenir, d\u00e9velopper et magnifier la communication entreprise.<\/p>\n

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

1. Le contenu, cr\u00e9ateur de liens forts, rem\u00e8de au cyber babillage<\/strong><\/p>\n

Il a \u00e9t\u00e9 pr\u00e9tendu que les relations entre individus prenaient le pas – avec l’av\u00e8nement des m\u00e9dias sociaux – sur les \u00e9changes de contenus. Je ne peux cependant imaginer un monde o\u00f9 les discussions entre les hommes font dispara\u00eetre les d\u00e9bats de fond, les constructions intellectuelles et les \u00e9changes d’id\u00e9es. Il en est de m\u00eame des marques et de la communication entreprise. Je vois une tendance se g\u00e9n\u00e9raliser au cyber babillage, o\u00f9 le lien le plus fort avec son \u00e9cosyst\u00e8me tient au fait de gagner ou non un iPad. Les marques ont de belles histoires \u00e0 raconter, non seulement sur elles, mais surtout sur les autres, car c’est en montrant leur altruisme qu’elles peuvent cr\u00e9er des liens forts. C’est l\u00e0 que les m\u00e9dias sociaux et notamment les blogs remplissent leur r\u00f4le. Ce travail est cependant plus ardu. Il demande de l’implication, de la co-construction et de l’implication au quotidien au sein m\u00eame des services pour investir ces espaces. C’est un d\u00e9fi certain, car il ne suffit pas de payer un tiers, aussi bon soit-il, pour cr\u00e9er un contenu engageant.<\/p>\n

… lecture \u00e0 poursuivre avec le livre blanc sur les b\u00e9n\u00e9fices des blogs – Up 2 Social<\/a>.<\/strong><\/p>\n

Quels sont les b\u00e9n\u00e9fices des blogs dans votre communication sur les m\u00e9dias sociaux ?<\/strong><\/p>\n

Partie I : Livre blanc<\/p>\n

Les entreprises bloguent; Leurs premiers pas; Choix d\u2019une plateforme; Strat\u00e9gie d\u2019entreprise; Avant de se lancer; L\u2019\u00e9criture sur un blog; Blogs et m\u00e9dias sociaux<\/p>\n

Partie II : T\u00e9moignages<\/p>\n

D\u00e9velopper son business avec un blog; Lancer une alternative au blog; Se positionner en r\u00e9f\u00e9rence avec un blog; Animer une communaut\u00e9 sur un blog; G\u00e9rer une relation Blogueur\/Marque; R\u00e9aliser une veille sur les blogs; Imaginer l\u2019avenir de la communication<\/p>\n

7 experts nous ont fait l\u2019honneur de t\u00e9moigner dans ce livre blanc : Yann Gourvennec (Orange), Christophe Ramel (Kriisiis), Fr\u00e9d\u00e9ric Canevet (ConseilsMarketing), Ismael Kheir (Lokeo), Gwenola Toulemonde (La Redoute), Manuel Dorne (Korben) et Severine Faurax (Alerti).<\/em><\/p>\n

T\u00e9l\u00e9chargez le livre blanc – Up 2 Social<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u00ab\u00a0Les blogs d\u2019entreprise ne sont pas morts, ils viennent juste de na\u00eetre\u00a0!\u00a0\u00bb tel est le titre de ma contribution au livre blanc de up2social auquel 7 praticiens des m\u00e9dias sociaux ont particip\u00e9 (voir ci-dessous). Je vous livre ici le d\u00e9but de mon article, n’h\u00e9sitez pas \u00e0 t\u00e9l\u00e9charger le livre blanc sur les b\u00e9n\u00e9fices des blogs …<\/p>\n","protected":false},"author":2,"featured_media":44132,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-4461","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-medias-sociaux"],"yoast_head":"\nLivre blanc - Up 2 Social : les blogs d'entreprise ne sont pas morts !<\/title>\n<meta name=\"description\" content=\""les blogs d\u2019entreprise ne sont pas morts, ils viennent juste de na\u00eetre\u00a0!" tel est le titre de ma contribution au livre blanc de up2social\" \/>\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\/2011\/08\/31\/livre-blanc-up-2-social-les-blogs-dentreprise-ne-sont-pas-morts\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Livre blanc - Up 2 Social : les blogs d'entreprise ne sont pas morts !\" \/>\n<meta property=\"og:description\" content=\""les blogs d\u2019entreprise ne sont pas morts, ils viennent juste de na\u00eetre\u00a0!" tel est le titre de ma contribution au livre blanc de up2social\" \/>\n<meta property=\"og:url\" content=\"https:\/\/visionarymarketing.com\/fr\/2011\/08\/31\/livre-blanc-up-2-social-les-blogs-dentreprise-ne-sont-pas-morts\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing and Innovation\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vismktg\" \/>\n<meta property=\"article:author\" content=\"http:\/\/facebook.com\/ygourven\" \/>\n<meta property=\"article:published_time\" content=\"2011-08-31T05:00:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-09-25T10:08:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2011\/12\/DSC_2252-e1601024224537.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"520\" \/>\n\t<meta property=\"og:image:height\" content=\"344\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Yann Gourvennec\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ygourven\" \/>\n<meta name=\"twitter:site\" content=\"@ygourven\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Yann Gourvennec\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2011\\\/08\\\/31\\\/livre-blanc-up-2-social-les-blogs-dentreprise-ne-sont-pas-morts\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2011\\\/08\\\/31\\\/livre-blanc-up-2-social-les-blogs-dentreprise-ne-sont-pas-morts\\\/\"},\"author\":{\"name\":\"Yann Gourvennec\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\"},\"headline\":\"Livre blanc – Up 2 Social : les blogs d’entreprise ne sont pas morts !\",\"datePublished\":\"2011-08-31T05:00:53+00:00\",\"dateModified\":\"2020-09-25T10:08:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2011\\\/08\\\/31\\\/livre-blanc-up-2-social-les-blogs-dentreprise-ne-sont-pas-morts\\\/\"},\"wordCount\":674,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2011\\\/08\\\/31\\\/livre-blanc-up-2-social-les-blogs-dentreprise-ne-sont-pas-morts\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2011\\\/12\\\/DSC_2252-e1601024224537.jpg\",\"articleSection\":[\"m\u00e9dias \\\/ r\u00e9seaux sociaux\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2011\\\/08\\\/31\\\/livre-blanc-up-2-social-les-blogs-dentreprise-ne-sont-pas-morts\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2011\\\/08\\\/31\\\/livre-blanc-up-2-social-les-blogs-dentreprise-ne-sont-pas-morts\\\/\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2011\\\/08\\\/31\\\/livre-blanc-up-2-social-les-blogs-dentreprise-ne-sont-pas-morts\\\/\",\"name\":\"Livre blanc - 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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\/4461","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=4461"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/4461\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/44132"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=4461"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=4461"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=4461"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}