{"id":57975,"date":"2020-10-17T08:46:24","date_gmt":"2020-10-17T06:46:24","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=57975"},"modified":"2020-11-12T08:41:51","modified_gmt":"2020-11-12T07:41:51","slug":"linkedin-pods-webinaire-replay","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2020\/10\/17\/linkedin-pods-webinaire-replay\/","title":{"rendered":"D\u00e9bat sur les LinkedIn Pods et l&rsquo;avenir du contenu B2B"},"content":{"rendered":"<div>\n<div>\n<div data-xd-wired=\"read-more\">\n<div>\n<div data-automation=\"listing-event-description\"><i>Un webinaire sur les LinkedIn Pods s&rsquo;est tenu le 13 octobre et en voici le\u00a0replay\u00a0ainsi que les principaux\u00a0enseignements. Les LinkedIn pods sont \u00e0 la mode. Mais faut-il c\u00e9der \u00e0 la mode ? Quels sont les abus ? Quelles sont les recommandations des pros ? Ce\u00a0webinaire a r\u00e9uni une vingtaine de professionnels du B2B et du social selling qui ont d\u00e9battu, parfois tr\u00e8s directement, sur l&rsquo;usage des LinkedIn Pods et <\/i><a style=\"font-style: italic;\" href=\"https:\/\/visionarymarketing.com\/fr\/2020\/09\/linkedin-pods\/\">leurs travers<\/a><i>.<\/i><\/div>\n<div data-automation=\"listing-event-description\"><\/div>\n<div data-automation=\"listing-event-description\">Au-del\u00e0 de ce d\u00e9bat, j&rsquo;ai retenu quelques points qui me semblent dignes d&rsquo;int\u00e9r\u00eat. Le replay de ce webinaire est disponible ci-dessous, afin de permettre \u00e0 tous\u00a0ceux qui auraient manqu\u00e9 l&rsquo;\u00e9v\u00e9nement, d&rsquo;en profiter pleinement.<\/div>\n<div data-automation=\"listing-event-description\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2>Webinaire LinkedIn Pods : peut-on s&rsquo;en passer ?<\/h2>\n<p><iframe title=\"[Fr] D\u00e9bat : LinkedIn Pods, peut-on s&#039;en passer ?\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/Jmqsln40p5o?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Les \u00e9changes ont \u00e9t\u00e9 vifs et ont r\u00e9uni des experts du social selling et des m\u00e9dias sociaux B2B de la francophonie (Suisse, Canada, Belgique et France).<\/p>\n<p>Il serait sympathique d&rsquo;ailleurs, de pouvoir \u00e9largir ces panels \u00e0 d&rsquo;autres pays francophones, notamment d&rsquo;Afrique du Nord ou de l&rsquo;Oc\u00e9an indien, c&rsquo;est une r\u00e9flexion qu&rsquo;il conviendrait d&rsquo;avoir, car les apports des experts hors de France sont tr\u00e8s enrichissants et nous permettent de sortir du microcosme hexagonal.<\/p>\n<p>Ces \u00e9changes, lors de ce webinaire sur les LinkedIn Pods, n&rsquo;ont pas \u00e9t\u00e9 que vifs, ils ont \u00e9t\u00e9 aussi tr\u00e8s enrichissants.<\/p>\n<h3>D\u00e9finir les LinkedIn Pods<\/h3>\n<p>En premier lieu, j&rsquo;ai remarqu\u00e9 que nous n&rsquo;avions pas tous la m\u00eame d\u00e9finition des LinkedIn Pods. Reprenons ici les explications de <a href=\"https:\/\/www.linkedin.com\/pulse\/pros-cons-linkedin-engagement-pods-matthew-dooley\/\" target=\"_blank\" rel=\"noopener noreferrer\">Matthew Dooley qui r\u00e9sume cela fort bien<\/a>.<\/p>\n<h4 style=\"padding-left: 40px;\">Qu&rsquo;est-ce que les LinkedIn (Engagement) Pods ?<\/h4>\n<p style=\"padding-left: 40px;\">Les \u00ab\u00a0Engagement pods\u00a0\u00bb sont des groupes priv\u00e9s (ou fils de discussions) entre personnes qui promettent de s&rsquo;impliquer r\u00e9guli\u00e8rement sur le contenu des autres. L&rsquo;objectif est de \u00ab\u00a0contourner l&rsquo;algorithme [de LinkedIn]\u00a0\u00bb afin d&rsquo;accro\u00eetre la visibilit\u00e9 de votre contenu.<\/p>\n<h4 style=\"padding-left: 40px;\">Pourquoi l&rsquo;utiliser ?<\/h4>\n<p style=\"padding-left: 40px;\">A la base, les membres des pods s&rsquo;engagent sur un certain nombre d&rsquo;appr\u00e9ciations et de commentaires sur chacun de leurs messages. L&rsquo;espoir est que LinkedIn d\u00e9cidera ensuite, sur la base de ces \u00ab\u00a0engagements\u00a0\u00bb, d&rsquo;afficher le post \u00e0 un plus grand nombre de personnes dans le flux LinkedIn.<\/p>\n<p style=\"padding-left: 40px;\">La strat\u00e9gie des pods est une r\u00e9action face aux algorithmes qui prennent le contr\u00f4le des flux des m\u00e9dias sociaux, for\u00e7ant ceux qui ont bas\u00e9 sur eux leurs strat\u00e9gies marketing en toute confiance, \u00e0 changer soudainement de strat\u00e9gie \u00e0 mesure que le nombre d&rsquo;impressions diminue.<\/p>\n<h3>Les Pods ne sont pas une strat\u00e9gie de LinkedIn<\/h3>\n<p>Les LinkedIn Pods ne sont donc pas, comme certains pourraient le croire, une strat\u00e9gie de LinkedIn, mais au contraire une astuce de contournement de cette strat\u00e9gie.<\/p>\n<p>Ensuite, le d\u00e9bat s&rsquo;est port\u00e9 largement sur la place que prenait le contenu. D&rsquo;aucuns se sont plaints que le contenu \u00e9tait devenu \u00ab\u00a0snackable\u00a0\u00bb et qu&rsquo;il n&rsquo;y avait plus de place pour le \u00ab\u00a0temps long\u00a0\u00bb. D&rsquo;autres, et j&rsquo;en \u00e9tais, se sont inscrits en faux contre cette id\u00e9e, en s&rsquo;appuyant <a href=\"https:\/\/visionarymarketing.com\/fr\/2020\/06\/content-marketing-2020\/\">sur le rapport SEMRUSH 2020<\/a>, qui montre au contraire que les contenus extr\u00eamement longs sont favoris\u00e9s par les lecteurs.<\/p>\n<p>Enfin &#8230; si tant est que l&rsquo;on arrive encore \u00e0 les faire conna\u00eetre. Et c&rsquo;est l\u00e0 que les LinkedIn Pods jouent un r\u00f4le. Apr\u00e8s, comme cela a \u00e9t\u00e9 soulign\u00e9 par Loic Simon, il existe des \u00ab\u00a0Pods de potes\u00a0\u00bb et des Pods automatis\u00e9s. De bonnes et de mauvaises pratiques, qui vont parfois jusqu&rsquo;\u00e0 exclure des membres qui n&rsquo;ont pas assez \u00ab\u00a0jou\u00e9 le jeu\u00a0\u00bb, et Daniel Isidoro de citer une exclusion particuli\u00e8rement agressive et d\u00e9sagr\u00e9able. Comme quoi, loin des open spaces et m\u00eame dans les pods&#8230;<\/p>\n<p>C&rsquo;est l\u00e0 aussi que les newsletters jouent un r\u00f4le, et d&rsquo;aucuns de souligner les m\u00e9thodes innovantes comme<a href=\"https:\/\/visionarymarketing.com\/fr\/2010\/03\/les-chaines-de-prospection-en-pratique-tutorial-avec-aweber\/\"> la \u00ab\u00a0not a newsletter\u00a0\u00bb d\u00e9crite dans ce billet<\/a>.<\/p>\n<p>Mais ce qui m&rsquo;a vraiment frapp\u00e9, c&rsquo;est la suggestion de Patrice qui nous a enjoints \u00e0 innover sur la fa\u00e7on dont nous travaillons nos contenus. Un travail que pour ma modeste part j&rsquo;ai entam\u00e9 il y a peu dans le cadre d&rsquo;un Webinaire organis\u00e9 avec Pushengage.<\/p>\n<figure id=\"attachment_57980\" aria-describedby=\"caption-attachment-57980\" style=\"width: 1024px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/10\/screen-shot-2020-10-17-at-085705.png\"><img decoding=\"async\" class=\"wp-image-57980 size-large\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/10\/screen-shot-2020-10-17-at-085705-1024x575.png\" alt=\"Webinaire LinkedIn Pods\" width=\"1024\" height=\"575\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/10\/screen-shot-2020-10-17-at-085705-1024x575.png 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/10\/screen-shot-2020-10-17-at-085705-500x281.png 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/10\/screen-shot-2020-10-17-at-085705-768x431.png 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/10\/screen-shot-2020-10-17-at-085705.png 1197w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption id=\"caption-attachment-57980\" class=\"wp-caption-text\">J&rsquo;ai propos\u00e9 un nouveau mod\u00e8le pour aller au-del\u00e0 des solutions habituelles et faire \u00e9voluer le content marketing (ici en anglais)<\/figcaption><\/figure>\n<p>Dans ce webinaire je suis revenu sur comment je voyais le <a href=\"https:\/\/visionarymarketing.com\/fr\/2020\/08\/marketing-de-contenu-4\/\">marketing de contenu dans le futur<\/a> et j&rsquo;ai donn\u00e9 quatre pistes, nous les pratiquons d\u00e9j\u00e0 pour beaucoup d&rsquo;entre elles, pour revoir notre fa\u00e7on d&rsquo;aborder le marketing de contenu en B2B.<\/p>\n<p>En voici une planche, j&rsquo;aurai bient\u00f4t l&rsquo;occasion de revenir plus en d\u00e9tail sur ce sujet. Je pense \u00e9galement que Patrice et moi reviendrons bient\u00f4t avec des propositions sur ces fameuses innovations et la fa\u00e7on de voir <a href=\"https:\/\/visionarymarketing.com\/fr\/2020\/06\/content-marketing-2020\/\">le futur du content marketing<\/a>.<\/p>\n<h3>Rappel de l&rsquo;agenda du webinaire du 13 octobre 2020<\/h3>\n<figure id=\"attachment_57887\" aria-describedby=\"caption-attachment-57887\" style=\"width: 800px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/10\/webinaire.jpeg\"><img decoding=\"async\" class=\"wp-image-57887 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/10\/webinaire.jpeg\" alt=\"Webinaire LinkedIn Pods\" width=\"800\" height=\"400\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/10\/webinaire.jpeg 800w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/10\/webinaire-500x250.jpeg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/10\/webinaire-768x384.jpeg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><figcaption id=\"caption-attachment-57887\" class=\"wp-caption-text\">Rappel de l&rsquo;agenda du webinaire LinkedIn Pods du 13 octobre 2020<\/figcaption><\/figure>\n<p>Cet \u00e9v\u00e9nement s&rsquo;est tenu en ligne le 13 octobre 2020 de 18h \u00e0 19h sur Zoom, Facebook Live, et YouTube en diff\u00e9r\u00e9. L&rsquo;ordre du jour de ce webinaire sur les LinkedIn pods \u00e9tait le suivant :<\/p>\n<ul>\n<li>Les LinkedIn Pods : qu&rsquo;est-ce que c&rsquo;est ?<\/li>\n<li>Les LinkedIn Pods des bourrins et des autres &#8230;<\/li>\n<li>Faut-il c\u00e9der \u00e0 la mode des LinkedIn Pods<\/li>\n<li>Quelles sont les alternatives aux LinkedIn Pods ?<\/li>\n<\/ul>\n<p><em>Ce webinaire a \u00e9t\u00e9 anim\u00e9 par <a href=\"https:\/\/www.linkedin.com\/in\/patricelaubignat\/\" target=\"_blank\" rel=\"noopener noreferrer\">Patrice Laubignat<\/a> (Eforbrands) et <a href=\"https:\/\/www.linkedin.com\/in\/ygourven\/\" target=\"_blank\" rel=\"noopener noreferrer\">Yann Gourvennec<\/a> (Visionary Marketing).<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un webinaire sur les LinkedIn Pods s&rsquo;est tenu le 13 octobre et en voici le\u00a0replay\u00a0ainsi que les principaux\u00a0enseignements. Les LinkedIn pods sont \u00e0 la mode. Mais faut-il c\u00e9der \u00e0 la mode ? Quels sont les abus ? Quelles sont les recommandations des pros ? Ce\u00a0webinaire a r\u00e9uni une vingtaine de professionnels du B2B et du &hellip;<\/p>\n","protected":false},"author":2,"featured_media":57895,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4066],"tags":[],"class_list":["post-57975","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-selling"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>D\u00e9bat sur les LinkedIn Pods et l&#039;avenir du contenu B2B<\/title>\n<meta name=\"description\" content=\"Un webinaire sur les LinkedIn Pods s&#039;est tenu le 13 octobre et en voici le\u00a0replay\u00a0ainsi que les principaux\u00a0enseignements.\" \/>\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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