{"id":60911,"date":"2021-02-08T16:00:16","date_gmt":"2021-02-08T15:00:16","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=60911"},"modified":"2022-09-10T10:14:08","modified_gmt":"2022-09-10T08:14:08","slug":"barometre-medias-sociaux-2021-2","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2021\/02\/08\/barometre-medias-sociaux-2021-2\/","title":{"rendered":"4e \u00e9dition du barom\u00e8tre Hootsuite des m\u00e9dias sociaux en entreprise"},"content":{"rendered":"<p><i>Nous avons le\u00a0plaisir de vous convier au <\/i><strong style=\"font-style: italic;\">4e barom\u00e8tre de l&rsquo;usage des m\u00e9dias sociaux en entreprise par ses responsables ou utilisateurs &#8211; \u00e9dition 2021<\/strong><i>, en partenariat avec <a href=\"https:\/\/hootsuite.com\" target=\"_blank\" rel=\"noopener\">Hootsuite<\/a>.<\/i><\/p>\n<h2>Le 4e barom\u00e8tre Hootsuite de l&rsquo;usage des m\u00e9dias sociaux en France et dans le monde<\/h2>\n<p><iframe title=\"[fr]\u00a04e barom\u00e8tre Hootsuite Visionary Marketing : usage m\u00e9dias sociaux en France et dans le monde\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/5fjoawblsEE?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>Nous avons le plaisir de vous annoncer en ce d\u00e9but 2021 le lancement du quatri\u00e8me barom\u00e8tre de l&rsquo;utilisation des m\u00e9dias sociaux dans les entreprises en France, mais aussi en Angleterre, en Allemagne et dans le reste du monde que nous menons encore une fois avec Hootsuite. C&rsquo;est notre quatri\u00e8me \u00e9dition.<\/p>\n<p><a href=\"https:\/\/vismktg.info\/3e9aGw9\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-29020\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/09\/Bouton-Rapport-etude-500x59.png\" alt=\"\" width=\"331\" height=\"39\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/09\/Bouton-Rapport-etude-500x59.png 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/09\/Bouton-Rapport-etude-1024x122.png 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/09\/Bouton-Rapport-etude-768x91.png 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/09\/Bouton-Rapport-etude.png 1338w\" sizes=\"(max-width: 331px) 100vw, 331px\" \/><\/a><\/p>\n<h3>Un succ\u00e8s international en 2018-2019 avec une reprise des chiffres par Statista<\/h3>\n<p>La derni\u00e8re \u00e9dition (2018-2019) a \u00e9t\u00e9 un succ\u00e8s international et d&rsquo;ailleurs les r\u00e9sultats ont \u00e9t\u00e9 repris par Statista. J&rsquo;ai eu la joie de voir cela en cherchant moi m\u00eame des statistiques sur Statista et en retrouvant nos chiffres que nous avions publi\u00e9s en 2018.<\/p>\n<h3>Une nouvelle \u00e9tude avec un angle autour de la publicit\u00e9 sur les m\u00e9dias sociaux<\/h3>\n<p>En 2021, nous lan\u00e7ons donc une nouvelle \u00e9tude aujourd&rsquo;hui, qui est\u00a0 ouverte \u00e0 tous les responsables m\u00e9dias sociaux, digital, les utilisateurs et les marketeurs concern\u00e9s par les m\u00e9dias sociaux en France. Avec une petite nouveaut\u00e9 cette ann\u00e9e, car nous allons nous pencher plus pr\u00e9cis\u00e9ment sur, d&rsquo;une part, le domaine de la publicit\u00e9 sur les m\u00e9dias sociaux, qui est quelque chose qu&rsquo;on n&rsquo;avait pas \u00e9tudi\u00e9 les ann\u00e9es pr\u00e9c\u00e9dentes (avec des comparaisons entre pays). Il y a \u00e9galement un chapitre qui est d\u00e9di\u00e9 au programmes d&#8217;employ\u00e9s ambassadeurs de leurs marque. Apr\u00e8s cela, il y a des questions plus classiques.<\/p>\n<h3>Un barom\u00e8tre m\u00e9dias sociaux 2021 diff\u00e9rent de celui des ann\u00e9es pr\u00e9c\u00e9dentes<\/h3>\n<p>Nous avons voulu mettre l&rsquo;accent, avec Hootsuite, sur cet aspect publicitaire qui n&rsquo;est pas forc\u00e9ment celui sur lequel nous insistons habituellement. Nous avons tendance \u00e0 nous apesantir sur ce qu&rsquo;on appelle dans notre jargon \u00ab\u00a0l&rsquo;engagement naturel\u00a0\u00bb. La publicit\u00e9 a pourtant pris une place, qu&rsquo;on le veuille ou non, qu&rsquo;on aime ou non, ind\u00e9niable sur le march\u00e9 des m\u00e9dias sociaux.<\/p>\n<p>Et nous cherchons \u00e0 savoir comment les marques utilisent ces publicit\u00e9s. Si elles en sont satisfaites, et comment elles en mesurent le ROI. Nous ferons donc un focus sur ce point qui nous para\u00eet particuli\u00e8rement important aujourd&rsquo;hui, en 2021. Ce questionnaire comporte aussi les questions habituelles sur les strat\u00e9gies m\u00e9dias sociaux.<\/p>\n<p>Si vous r\u00e9pondez \u00e0 ce questionnaire, deux solutions : soit vous \u00eates dans la cible de ce que nous cherchons, et \u00e0 ce moment l\u00e0 vous r\u00e9pondez aux questions, soit vous \u00eates int\u00e9ress\u00e9s mais pas forc\u00e9ment dans la cible et dans ce cas, il suffit de rentrer votre adresse email et nous\u00a0 vous enverrons gratuitement le rapport de l&rsquo;\u00e9tude.<\/p>\n<h3>Tout le monde peut recevoir le rapport gratuitement, les consultants sont les bienvenus<\/h3>\n<p>Et les consultants sont les bienvenus sur ce questionnaire \u00e9galement : remplissez le questionnaire avec la partie qui vous concerne, mettez votre adresse email et nous vous ferons parvenir le rapport.<\/p>\n<p>Vous pouvez \u00e9galement postuler pour les Focus Group, qui vont avoir lieu (en ligne) en mars 2021 sur le sujet des m\u00e9dias sociaux, de la publicit\u00e9 sur les m\u00e9dias sociaux ainsi que les programmes d&rsquo;ambassadeurs.<\/p>\n<p>C&rsquo;est le quatri\u00e8me barom\u00e8tre Hootsuite. Nous comptons sur vous, nous attendons vos r\u00e9ponses !<\/p>\n<h3>D\u00e9tails sur le 4e \u00e9dition du barom\u00e8tre Hootsuite des m\u00e9dias sociaux en entreprise<\/h3>\n<div><\/div>\n<p>&nbsp;<\/p>\n<p><!--more--><\/p>\n<p>Cette \u00e9tude internationale vise \u00e0 analyser l&rsquo;usage des m\u00e9dias sociaux dans les organisations et entreprises\u00a0par leurs\u00a0responsables ou utilisateurs<\/p>\n<p>Cette ann\u00e9e, nous y avons introduit des nouveaut\u00e9s, concernant <strong>l&rsquo;usage de la e-publicit\u00e9, des programmes d&#8217;employ\u00e9s ambassadeurs, et du social selling<\/strong>.<\/p>\n<p><strong>Voici quelques unes des questions auxquelles cette \u00e9tude tentera de fournir des r\u00e9ponses :<\/strong><\/p>\n<ul>\n<li>Quelles seront en 2021 les opportunit\u00e9s, les d\u00e9fis \u00e0 relever, en mati\u00e8re de m\u00e9dias sociaux ?<\/li>\n<li>Quelle est la part du gratuit et du payant ?<\/li>\n<li>Quel usage est fait de la publicit\u00e9 sur les m\u00e9dias sociaux ? Quel en est le ROI ?<\/li>\n<li>Comment les donn\u00e9es collect\u00e9es sont-elles int\u00e9gr\u00e9es dans le SI des entreprises ?<\/li>\n<li>Les programmes d&#8217;employ\u00e9s ambassadeurs ont-ils gagn\u00e9 en importance ? Quels sont les principaux d\u00e9fis \u00e0 relever ?<\/li>\n<li>D&rsquo;o\u00f9 en est-on de l&rsquo;usage du social selling ? Quels en sont les avantages, et les d\u00e9fis \u00e0 relever ?<\/li>\n<\/ul>\n<blockquote class=\"quote-light\"><p>Nous avons h\u00e2te de d\u00e9couvrir les r\u00e9sultats de cette quatri\u00e8me \u00e9dition \u00e0 laquelle nous vous remercions d\u2019avance de participer.<\/p><\/blockquote>\n<p><strong>Cela vous prendra de 8 \u00e0 12 mn.<\/strong> Vous pourrez \u00e9galement, si vous le souhaitez, participer aux <strong>focus groupes<\/strong> que nous organiserons dans les prochaines semaines, en visioconf\u00e9rence, bien entendu &#8230;<\/p>\n<p>&nbsp;<\/p>\n<p>Les 3 premiers Barom\u00e8tres ont \u00e9t\u00e9 r\u00e9alis\u00e9s en 2016, 2017, et 2018.<\/p>\n<p>Les principaux enseignements du 3\u00e8 Barom\u00e8tre r\u00e9alis\u00e9 en 2018, \u00e9taient les suivants :<\/p>\n<ul>\n<li><strong>Les m\u00e9dias sociaux n&rsquo;\u00e9taient plus une option pour les entreprises :\u00a0<\/strong>84 % des r\u00e9pondants estimaient que la pr\u00e9sence de leur entreprise sur les m\u00e9dias sociaux \u00e9tait importante pour rester comp\u00e9titif<\/li>\n<li><strong>Les entreprises renforcaient leur pr\u00e9sence sociale sur les m\u00e9dias sociaux :\u00a0<\/strong>42% des r\u00e9pondants indiquaient que leur entreprise comptait\u00a0de 4 \u00e0 10 profils actifs<\/li>\n<li><strong>Des plateformes qui se stabilisaient et se\u00a0sp\u00e9cialisaient :\u00a0<\/strong><strong>Facebook<\/strong>\u00a0atteignait le chiffre record de\u00a091 % d&rsquo;utilisation par nos r\u00e9pondants,\u00a0<strong>Twitter<\/strong>\u00a0se hissait au-dessus des 80 %,\u00a0<strong>LinkedIn<\/strong> \u00e9tait le roi du r\u00e9seau social professionnel pour 77 % de nos r\u00e9pondants,\u00a0<strong>YouTube<\/strong> r\u00e9gnait sans partage sur le domaine de la vid\u00e9o pour 65%,\u00a0<strong>Instagram<\/strong> suivait une courbe de progression fulgurante par rapport aux ann\u00e9es pr\u00e9c\u00e9dentes pour atteindre 55 %, et\u00a0<strong>Pinterest<\/strong> ne r\u00e9ussissait pas \u00e0 s\u2019imposer avec seulement 17 % d\u2019utilisateurs.<\/li>\n<li><strong>Mettre des ressources sur les m\u00e9dias sociaux n\u2019\u00e9tait plus une question\u00a0<\/strong><\/li>\n<li><strong>La mont\u00e9e en puissance de l\u2019usage des m\u00e9dias sociaux comme outil de vente pour 50% des r\u00e9pondants\u00a0<\/strong><\/li>\n<li><strong>De nombreux d\u00e9fis demeuraient :<\/strong>\n<ol>\n<li>l\u2019\u00e9laboration de la strat\u00e9gie globale de l\u2019utilisation des m\u00e9dias sociaux,<\/li>\n<li>le calcul du ROI, toujours aussi difficile, et les m\u00e9triques toujours aussi difficiles \u00e0 comprendre,<\/li>\n<li>le\u00a0soutien par le management et la formation arrivaient en 3\u00e8 position des d\u00e9fis \u00e0 relever,<\/li>\n<li>Le quatri\u00e8me et dernier d\u00e9fi portait sur le temps et les ressources.<\/li>\n<\/ol>\n<\/li>\n<\/ul>\n<p><em>Vous pouvez retrouver ici l&rsquo;article pr\u00e9sentant <a href=\"https:\/\/visionarymarketing.com\/fr\/2018\/09\/3eme-barometre-hootsuite-medias-sociaux-en-entreprise-france-et-monde-hootbarometer\/\" target=\"_blank\" rel=\"noopener\">l&rsquo;ensemble des enseignements de ce 3\u00e8 Barom\u00e8tre<\/a>.<\/em><\/p>\n<p>Alors, depuis, les usages et les d\u00e9fis ont-ils \u00e9volu\u00e9 ? Nous vous donnons rendez-vous dans quelques semaines, lors de la publication des r\u00e9sultats\u00a0!<\/p>\n<hr \/>\n<h3>Quelques semaines apr\u00e8s, voici les r\u00e9sultats du Barom\u00e8tre :<\/h3>\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/bpbus09wvIY\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><a href=\"https:\/\/vismktg.info\/3e9aGw9\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-29020\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/09\/Bouton-Rapport-etude-500x59.png\" alt=\"\" width=\"331\" height=\"39\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/09\/Bouton-Rapport-etude-500x59.png 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/09\/Bouton-Rapport-etude-1024x122.png 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/09\/Bouton-Rapport-etude-768x91.png 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/09\/Bouton-Rapport-etude.png 1338w\" sizes=\"(max-width: 331px) 100vw, 331px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><strong><em>Les Barom\u00e8tres pr\u00e9c\u00e9dents sont t\u00e9l\u00e9chargeables sur le site de <a href=\"https:\/\/hootsuite.com\/fr\/\" target=\"_blank\" rel=\"noopener\">Hoosuite<\/a> :<\/em><\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/visionarymarketing-my.sharepoint.com\/:b:\/p\/ygourven\/Eat40lPj0_FHsF95x_6-FtQBBN4ZW_Q8YVayoqtUIHmFZg?e=TL4rNT\" target=\"_blank\" rel=\"noopener\">Barom\u00e8tre 2016 de l&rsquo;usage des m\u00e9dias sociaux<\/a><\/li>\n<li><a href=\"https:\/\/visionarymarketing-my.sharepoint.com\/:b:\/p\/ygourven\/Eat40lPj0_FHsF95x_6-FtQBBN4ZW_Q8YVayoqtUIHmFZg?e=PXXvtc\" target=\"_blank\" rel=\"noopener\">Barom\u00e8tre 2017 de l&rsquo;usage des m\u00e9dias sociaux<\/a><\/li>\n<li><a href=\"https:\/\/visionarymarketing-my.sharepoint.com\/:b:\/p\/ygourven\/ES0xtiBLHT5Kp1KlGVFRpq0B8fif15HEmXSzAWjPplhLyg?e=6i999M\" target=\"_blank\" rel=\"noopener\">Barom\u00e8tre 2018 de l&rsquo;usage des m\u00e9dias sociaux<\/a><\/li>\n<\/ul>\n<div itemscope itemtype=\"http:\/\/schema.org\/AudioObject\"><meta itemprop=\"name\" content=\"4e \u00e9dition du barom\u00e8tre Hootsuite des m\u00e9dias sociaux en entreprise\" \/><meta itemprop=\"uploadDate\" content=\"2021-02-08T16:00:16+01:00\" \/><meta itemprop=\"encodingFormat\" content=\"audio\/mpeg\" \/><meta itemprop=\"duration\" content=\"PT4M03S\" \/><meta itemprop=\"description\" content=\"Nous avons le\u00a0plaisir de vous convier au 4e barom\u00e8tre de l&#039;usage des m\u00e9dias sociaux en entreprise par ses responsables ou utilisateurs - \u00e9dition 2021, en partenariat avec Hootsuite.\n\nLe 4e barom\u00e8tre Hootsuite de l&#039;usage des m\u00e9dias sociaux en France e...\" \/><meta itemprop=\"contentUrl\" content=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/annonce-hootsuite-4e-baro-2021.mp3\" \/><meta itemprop=\"contentSize\" content=\"7.4\" \/><div class=\"powerpress_player\" id=\"powerpress_player_6132\"><audio class=\"wp-audio-shortcode\" id=\"audio-60911-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/annonce-hootsuite-4e-baro-2021.mp3?_=1\" \/><a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/annonce-hootsuite-4e-baro-2021.mp3\">https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/annonce-hootsuite-4e-baro-2021.mp3<\/a><\/audio><\/div><\/div><p class=\"powerpress_links powerpress_links_mp3\" style=\"margin-bottom: 1px !important;\">Podcast: <a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/annonce-hootsuite-4e-baro-2021.mp3\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Play in new window\" onclick=\"return powerpress_pinw('https:\/\/visionarymarketing.com\/fr\/\/?powerpress_pinw=60911-podcast');\" rel=\"nofollow\">Play in new window<\/a> | <a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/annonce-hootsuite-4e-baro-2021.mp3\" class=\"powerpress_link_d\" title=\"Download\" rel=\"nofollow\" download=\"annonce-hootsuite-4e-baro-2021.mp3\">Download<\/a> (Duration: 4:03 &#8212; 7.4MB)<\/p><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"https:\/\/itunes.apple.com\/us\/podcast\/visionarymarketing-les-interviews\/id731295319?mt=2&amp;ls=1#episodeGuid=https%3A%2F%2Fvisionarymarketing.com%2F%3Fp%3D60911\" class=\"powerpress_link_subscribe powerpress_link_subscribe_itunes\" target=\"_blank\" title=\"Subscribe on Apple Podcasts\" rel=\"nofollow\">Apple Podcasts<\/a> | <a href=\"https:\/\/open.spotify.com\/show\/52VnZ1mhVSnDs4tQOx7Vuc\" class=\"powerpress_link_subscribe powerpress_link_subscribe_spotify\" target=\"_blank\" title=\"Subscribe on Spotify\" rel=\"nofollow\">Spotify<\/a> | <a href=\"https:\/\/subscribeonandroid.com\/visionarymarketing.com\/fr\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_android\" target=\"_blank\" title=\"Subscribe on Android\" rel=\"nofollow\">Android<\/a> | <a href=\"https:\/\/visionarymarketing.com\/fr\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Nous avons le\u00a0plaisir de vous convier au 4e barom\u00e8tre de l&rsquo;usage des m\u00e9dias sociaux en entreprise par ses responsables ou utilisateurs &#8211; \u00e9dition 2021, en partenariat avec Hootsuite. Le 4e barom\u00e8tre Hootsuite de l&rsquo;usage des m\u00e9dias sociaux en France et dans le monde Nous avons le plaisir de vous annoncer en ce d\u00e9but 2021 le &hellip;<\/p>\n","protected":false},"author":2,"featured_media":60800,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-60911","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>Barom\u00e8tre m\u00e9dias sociaux 2021 - Hootsuite - Visionary Marketing<\/title>\n<meta name=\"description\" content=\"Nous avons le\u00a0plaisir de vous convier au 4e barom\u00e8tre Hootsuite de l&#039;usage des m\u00e9dias sociaux en entreprise - \u00e9dition 2021\" \/>\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\/2021\/02\/08\/barometre-medias-sociaux-2021-2\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Barom\u00e8tre m\u00e9dias sociaux 2021 - 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