{"id":5938,"date":"2012-02-28T07:31:57","date_gmt":"2012-02-28T07:31:57","guid":{"rendered":"https:\/\/visionary.wordpress.com\/?p=5938"},"modified":"2021-03-14T18:58:27","modified_gmt":"2021-03-14T17:58:27","slug":"medias-sociaux-mainstream","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2012\/02\/28\/medias-sociaux-mainstream\/","title":{"rendered":"Les m\u00e9dias sociaux deviennent mainstream : la preuve en chiffres"},"content":{"rendered":"<p><em><span style=\"color: #4f81bd;\">Les m\u00e9dias sociaux deviennent mainstream, en voici la preuve en chiffres. Malgr\u00e9 les vacances d\u2019hiver,\u00a0 la conf\u00e9rence Media Aces du 06 mars 2012 est d\u00e9j\u00e0 \u00e0 demi pleine, et les <strong>d\u00e9bats autour de la fin de la phase pionni\u00e8re et le respect de la d\u00e9ontologie dans l\u2019utilisation des m\u00e9dias sociaux fait rage<\/strong>. L\u2019association n\u2019est pas compl\u00e8tement \u00e9trang\u00e8re \u00e0 ce ph\u00e9nom\u00e8ne d\u2019ailleurs, largement d\u00e9clench\u00e9 par 2 articles, l\u2019un d\u2019Herv\u00e9 et le mien sur ce blog. Il est donc temps encore, avant que l\u2019on ait atteint le nombre maximum de participants \u00e0 la conf\u00e9rence, de se pencher sur la pr\u00e9sentation qui en fera l\u2019ouverture, celle de notre conf\u00e8re membre de Media Aces <a href=\"https:\/\/fr.linkedin.com\/in\/philippe--gerard\/fr-fr\" target=\"_blank\" rel=\"noopener\">Philippe G\u00e9rard<\/a>.<\/span><\/em><\/p>\n<h2>Les m\u00e9dias sociaux deviennent mainstream : la preuve en chiffres<\/h2>\n<figure id=\"attachment_29025\" aria-describedby=\"caption-attachment-29025\" style=\"width: 519px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-29025 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/09\/barometre-hootsuite-medias-sociaux-chouette-e1585034704187.jpg\" alt=\"Les m\u00e9dias sociaux deviennent mainstream : la preuve en chiffres\" width=\"519\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/09\/barometre-hootsuite-medias-sociaux-chouette-e1585034704187.jpg 519w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/09\/barometre-hootsuite-medias-sociaux-chouette-e1585034704187-458x300.jpg 458w\" sizes=\"(max-width: 519px) 100vw, 519px\" \/><figcaption id=\"caption-attachment-29025\" class=\"wp-caption-text\">Les m\u00e9dias sociaux deviennent mainstream : la preuve en chiffres<\/figcaption><\/figure>\n<p><!--more--><\/p>\n<h3>M\u00e9dias sociaux mainstream : quelle est la preuve chiffr\u00e9e de ce ph\u00e9nom\u00e8ne ?<\/h3>\n<p>Sommes-nous vraiment entr\u00e9s dans une nouvelle phase ? Quelles cons\u00e9quences pour les entreprises, et celles qui ont rat\u00e9 le premier coche doivent-ils reproduire les sch\u00e9mas de leurs a\u00een\u00e9s ou au contraire changer radicalement les m\u00e9thodes et apprendre des erreurs pass\u00e9es ? Autant de questions qui seront abord\u00e9es lors de la conf\u00e9rence du 6 mars, et auxquelles Philippe G\u00e9rard donnera de la substance, au travers d\u2019une <strong>\u00e9tude men\u00e9e par le cabinet CEGOS aupr\u00e8s de 1200 salari\u00e9s fran\u00e7ais et 300 responsables des m\u00e9dias sociaux d\u2019un panel d\u2019entreprises de plus de 50 salari\u00e9s<\/strong>.<\/p>\n<h4>Voici en r\u00e9sum\u00e9 quelques unes des principales conclusions de cette \u00e9tude :<\/h4>\n<ol>\n<li>le rythme d\u2019adoption des m\u00e9dias sociaux en entreprise <strong>s\u2019est beaucoup acc\u00e9l\u00e9r\u00e9 ces 2 derni\u00e8res ann\u00e9es<\/strong>. CEGOS confirme aussi la fin d\u2019une phase pionni\u00e8re des m\u00e9dias sociaux, avec une arriv\u00e9e plus massive des entreprises sur ces nouveaux modes d\u2019expression. <strong>Le taux d\u2019adoption observ\u00e9 par l\u2019organisme de formation priv\u00e9 est de 42%<\/strong> sur l\u2019\u00e9chantillon sond\u00e9 ;<\/li>\n<li>les <strong>salari\u00e9s <\/strong>des entreprises fran\u00e7aises interrog\u00e9es par CEGOS sont <strong>majoritairement inscrits<\/strong> sur les m\u00e9dias sociaux (63% sur Facebook par exemple) \u2026<\/li>\n<li>mais ils <strong>se<\/strong> <strong>connectent peu ou pas depuis le bureau <\/strong>\u2026<\/li>\n<li>bien que la <strong>majorit\u00e9 <\/strong>des <strong>entreprises <\/strong>fran\u00e7aises interrog\u00e9es (70-80%)aient <strong>d\u00e9cid\u00e9 d\u2019ouvrir l\u2019acc\u00e8s \u00e0 la totalit\u00e9 de l\u2019Internet<\/strong> sans restrictions \u2026<\/li>\n<li>l\u2019<strong>usage des m\u00e9dias sociaux <\/strong>par les employ\u00e9s de cet \u00e9chantillon d\u2019entreprises est majoritairement <strong>ludique<\/strong> \u2026<\/li>\n<li><strong>Viadeo et LinkedIn <\/strong>\u00e9tant encore \u00e0 ce jour <strong>sous-utilis\u00e9s <\/strong>par rapport aux r\u00e9seaux sociaux grand-public comme Facebook<\/li>\n<li>de m\u00eame, les <strong>utilisateurs <\/strong>se servent encore de ces r\u00e9seaux de fa\u00e7on assez simple et <strong>essentiellement ludique <\/strong>;<\/li>\n<li><strong>les salari\u00e9s<\/strong>, de m\u00eame, et malgr\u00e9 certains cas tr\u00e8s m\u00e9diatis\u00e9s <strong>s\u2019expriment assez peu sur leur entreprise<\/strong>, ce qui r\u00e9v\u00e8lerait un certain pragmatisme et donc une maturit\u00e9 par rapport \u00e0 l\u2019usage de ces r\u00e9seaux, au-del\u00e0 des mythologies souvent r\u00e9pandues ;<\/li>\n<li>les m\u00e9dias sociaux ne semblent <strong>pas <\/strong>laisser de prise concr\u00e8te au monde de la <strong>publicit\u00e9<\/strong> ;<\/li>\n<li>les <strong>chartes d\u2019utilisation <\/strong>des m\u00e9dias sociaux sont <strong>peu r\u00e9pandues <\/strong>parmi les soci\u00e9t\u00e9s sond\u00e9es par CEGOS, ces chartes \u00e9tant essentiellement r\u00e9serv\u00e9es aux grandes entreprises ;<\/li>\n<li><strong>1\/4 des soci\u00e9t\u00e9s interrog\u00e9es <\/strong>enfin, d\u00e9clareraient avoir un r\u00e9seau social d\u2019entreprise (<strong>RSE<\/strong>) en interne \u2026<\/li>\n<li>mais la <strong>majorit\u00e9 des salari\u00e9s<\/strong> concern\u00e9s auraient plus de <strong>r\u00e9ticences par rapport \u00e0 ces r\u00e9seaux internes <\/strong>que les r\u00e9seaux externes. La <strong>peur d\u2019\u00eatre surveill\u00e9<\/strong> motiverait ce comportement en grande partie.<\/li>\n<\/ol>\n<p>Des r\u00e9seaux sociaux qui sont entr\u00e9s dans les m\u0153urs en conclusion, avec des employ\u00e9s \u00e0 la fois m\u00e9fiants et prudents (aussi bien en interne et en externe) par rapport \u00e0 ce qui a trait aux r\u00e9f\u00e9rences \u00e0 leur employeur, avec en prime, un rejet de l\u2019usage publicitaire des m\u00e9dias sociaux.<\/p>\n<p>Pour en savoir plus sur cette \u00e9tude et sur la maturation de l\u2019usage des m\u00e9dias et r\u00e9seaux sociaux par les entreprises fran\u00e7aises et leurs employ\u00e9s, enregistrez-vous \u00e0 la prochaine conf\u00e9rence Media Aces du 6 mars 2012 qui se tiendra \u00e0 Paris, dans les locaux <a href=\"https:\/\/visionarymarketing.com\/fr\/2013\/11\/e-business-esg-mba-digital\/\">d\u2019ESG<\/a>, avenue Philippe Auguste, \u00e0 quelques enc\u00e2blures<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les m\u00e9dias sociaux deviennent mainstream, en voici la preuve en chiffres. Malgr\u00e9 les vacances d\u2019hiver,\u00a0 la conf\u00e9rence Media Aces du 06 mars 2012 est d\u00e9j\u00e0 \u00e0 demi pleine, et les d\u00e9bats autour de la fin de la phase pionni\u00e8re et le respect de la d\u00e9ontologie dans l\u2019utilisation des m\u00e9dias sociaux fait rage. L\u2019association n\u2019est pas &hellip;<\/p>\n","protected":false},"author":2,"featured_media":29025,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-5938","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 v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les m\u00e9dias sociaux deviennent mainstream : la preuve en chiffres<\/title>\n<meta name=\"description\" content=\"Les m\u00e9dias sociaux deviennent mainstream, en voici la preuve en chiffres. 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