{"id":7388,"date":"2012-12-06T00:00:02","date_gmt":"2012-12-05T23:00:02","guid":{"rendered":"https:\/\/visionary.wordpress.com\/?p=7388"},"modified":"2021-03-13T19:24:20","modified_gmt":"2021-03-13T18:24:20","slug":"futur-des-medias-sociaux","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2012\/12\/06\/futur-des-medias-sociaux\/","title":{"rendered":"Sc\u00e9narios pour le futur des m\u00e9dias sociaux"},"content":{"rendered":"<p><em>Quel est le futur possible des m\u00e9dias sociaux ? C\u2019est le grand jour ! Celui de la JNM 2012 (journ\u00e9e nationale du Marketing), \u00e0 laquelle j\u2019ai l\u2019honneur de participer. J\u2019y pr\u00e9senterai \u00e0 12.00 aujourd\u2019hui, dans le grand Amphi de l\u2019universit\u00e9 Paris Dauphine. Mon sujet sera celui du futur des <a href=\"https:\/\/visionarymarketing.com\/fr\/2021\/02\/barometre-medias-sociaux-2021-2\/\">m\u00e9dias sociaux<\/a> \u2026 rien de moins !<\/em><\/p>\n<h2>Sc\u00e9narios pour le futur des m\u00e9dias sociaux &#8211; JNM 2012<\/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=\"Sc\u00e9narios pour le futur des m\u00e9dias sociaux - JNM 2012\" 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\">Sc\u00e9narios pour le futur des m\u00e9dias sociaux &#8211; JNM 2012<\/figcaption><\/figure>\n<p>Comme ce n\u2019est pas un sujet facile, j\u2019ai r\u00e9vis\u00e9 un peu mes classiques. Voici ce que je vous propose : une pr\u00e9sentation pour soutenir mon discours\u00a0 (15 minutes, sans diapositives, les participants pourront scanner le QR code qui les am\u00e8nera ici afin de r\u00e9cup\u00e9rer les notes qui sous-tendent mon discours) et une vid\u00e9o explicative, qui d\u00e9crit la situation avec plus de d\u00e9tails, pour ceux qui n\u2019auraient pas \u00e9t\u00e9 pr\u00e9sents \u00e0 la JNM et qui d\u00e9sireraient savoir ce que j\u2019y ai dit.<!--more--><\/p>\n<p>J\u2019en profiterai aussi pour annoncer le lancement de notre nouvel ouvrage \u2013 toujours co-\u00e9crit avec mon comp\u00e8re <a href=\"http:\/\/hervekabla.com\" target=\"_blank\" rel=\"noopener noreferrer\">Herv\u00e9 Kabla<\/a>, toujours aux \u00e9ditions Kawa, et sous la direction d\u2019Henri Kaufman \u2013 <em><strong>La communication digitale expliqu\u00e9e \u00e0 mon boss<\/strong><\/em>. Ce livre sera double. D\u2019une part une version fran\u00e7aise en version papier et e-book, d\u2019autre part une version anglaise (\u00e9crite en collaboration avec Anthony Plewes et Stewart Baines de <a href=\"http:\/\/futuritymedia.com\" target=\"_blank\" rel=\"noopener noreferrer\">Futurity Media<\/a>). Le titre Anglais en sera un pu diff\u00e9rent : <em><strong>Digital Marketing Beyond Social Media <\/strong>(helping bosses enhance their business online presence)<strong>.<\/strong><\/em><\/p>\n<p>Ce livre fait suite \u00e0 notre pr\u00e9c\u00e9dent ouvrage : <strong><em><a href=\"http:\/\/amonboss.com\" target=\"_blank\" rel=\"noopener noreferrer\">les m\u00e9dias sociaux expliqu\u00e9s \u00e0 mon boss<\/a><\/em><\/strong>, qui a re\u00e7u le Hub Award 2012 comme livre digital influent de l\u2019ann\u00e9e.<\/p>\n<p>https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/12\/scnariosfuturmediassociaux-121203120825-phpapp02.pdf<\/p>\n<p><iframe title=\"[FR] Web social : des sc\u00e9narios pour l&#039;avenir\" frameborder=\"0\" width=\"500\" height=\"281\" src=\"https:\/\/geo.dailymotion.com\/player.html?video=xvh348&#038;\" allowfullscreen allow=\"autoplay; fullscreen; picture-in-picture; web-share\"><\/iframe><\/p>\n<h3>Mes sc\u00e9narios pour le futur des m\u00e9dias sociaux<\/h3>\n<p>(transcription brute de l&rsquo;interview)<\/p>\n<p>D&rsquo;abord, la chose qui est certaine, c&rsquo;est qu&rsquo;on est sorti de la phase Web 2.0, entam\u00e9e avant m\u00eame 2004 2003. L&rsquo;ann\u00e9e prochaine, LinkedIn f\u00eatera son dixi\u00e8me anniversaire, donc l\u00e0, on est dans une phase de maturit\u00e9, clairement, et on n&rsquo;est plus dans le m\u00eame jeu. D&rsquo;une part, on est dans des \u00e9cosyst\u00e8mes sous contr\u00f4le, voire m\u00eame certains qui essaient de recr\u00e9er ce que l&rsquo;on appelle un web parall\u00e8le, comme Facebook.<\/p>\n<p>Et puis, on est dans une course \u00e0 la mon\u00e9tisation, notamment Facebook particuli\u00e8rement, ce qui a aussi pour effet de g\u00e9n\u00e9rer et de faire revenir le bon vieux marketing par interruption. Parce que qui dit mon\u00e9tisation dit publicit\u00e9, puisque c&rsquo;est ce qu&rsquo;il y a de plus facile \u00e0 ressortir quand on revoit revenir les vieux sch\u00e9mas pour le meilleur ou pour le pire. C&rsquo;est quoi le sc\u00e9nario par rapport \u00e0 cette rupture des m\u00e9dias sociaux? Par rapport \u00e0 ce qu&rsquo;il y avait avant cette promesse de n\u00e9o marketing qui est malheureusement en train de dispara\u00eetre? La premi\u00e8re, c&rsquo;est souvent annonc\u00e9. C&rsquo;est ce qu&rsquo;on appelle aux Etats-Unis Facebook fatigue.<\/p>\n<p>C&rsquo;est donc les gens qui se fatiguent de Facebook, mais pas seulement ceux de Facebook. D&rsquo;ailleurs, ils savent comment \u00e7a peut arriver dans le monde occidental. Par contre, effectivement, il faut nuancer. Parce que le monde \u00e9mergeant, lui, est compl\u00e8tement \u00e0 l&rsquo;oppos\u00e9 de tout \u00e7a. Notamment les pays qui ont une d\u00e9couverte, une d\u00e9couverte de la libert\u00e9 d&rsquo;expression assez r\u00e9cent. Pour preuve, ce qui se passe en Tunisie, mais aussi en Pologne, qui est un des pays les plus dynamiques en termes de m\u00e9dias sociaux.<\/p>\n<p>La deuxi\u00e8me solution, c&rsquo;est un Web plus respectueux de l&rsquo;utilisateur. Se d\u00e9veloppe probablement un web social plus respectueux, en parall\u00e8le des formes principales. On n&rsquo;a pas parl\u00e9 de Diaspora il n&rsquo;y a pas tr\u00e8s longtemps, puis finalement, \u00e7a n&rsquo;est pas donn\u00e9 ce que \u00e7a voulait. Et puis, plus r\u00e9cemment, s&rsquo;est d\u00e9velopp\u00e9 une nouvelle plateforme, qui n&rsquo;est plus un r\u00e9seau social mais une v\u00e9ritable API qui sert \u00e0 d\u00e9velopper des r\u00e9seaux sociaux, une sorte de m\u00e9ta r\u00e9seau social qui s&rsquo;appelle Apps.net.<\/p>\n<p>Ceci \u00e9tant, \u00e7a va \u00eatre difficile maintenant de s&rsquo;ins\u00e9rer sur ce march\u00e9, m\u00eame si les efforts de Dalton Caldwell sont m\u00e9ritoires.<\/p>\n<p>Et puis, la troisi\u00e8me solution, c&rsquo;est que les r\u00e9seaux sociaux de niche se d\u00e9veloppent peu comme obsol\u00e8te, justement, mais qui sont justement r\u00e9serv\u00e9 \u00e0 une \u00e9lite qui reste de et qui se parlent entre eux sont moins spamm\u00e9 que les autres. Et puis, pour vulgum pecus, c&rsquo;est bien. On reste dans les grands r\u00e9seaux sociaux partageables. Et puis, pour Apps.net, c&rsquo;est d\u00e9j\u00e0 cas, aujourd&rsquo;hui, il faut payer 50 dollars par an.<\/p>\n<p>Quatri\u00e8me solution, c&rsquo;est le web parall\u00e8le.<\/p>\n<p>Et puis, une autre solution, c&rsquo;est peut \u00eatre que, justement, un web social ou un r\u00e9seau social non pr\u00e9vu sortent du bois.<\/p>\n<p>Peut \u00eatre une nouvelle forme de Web reste \u00e0 inventer qu&rsquo;on verra peut \u00eatre na\u00eetre bient\u00f4t.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quel est le futur possible des m\u00e9dias sociaux ? C\u2019est le grand jour ! Celui de la JNM 2012 (journ\u00e9e nationale du Marketing), \u00e0 laquelle j\u2019ai l\u2019honneur de participer. J\u2019y pr\u00e9senterai \u00e0 12.00 aujourd\u2019hui, dans le grand Amphi de l\u2019universit\u00e9 Paris Dauphine. Mon sujet sera celui du futur des m\u00e9dias sociaux \u2026 rien de moins &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-7388","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>Sc\u00e9narios pour le futur des m\u00e9dias sociaux en France et dans le monde<\/title>\n<meta name=\"description\" content=\"Quel est le futur possible des m\u00e9dias sociaux ? C\u2019est le grand jour ! 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