{"id":75970,"date":"2023-05-10T08:40:57","date_gmt":"2023-05-10T06:40:57","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=75970"},"modified":"2023-05-10T10:44:24","modified_gmt":"2023-05-10T08:44:24","slug":"linkedin-pour-entreprise","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2023\/05\/10\/linkedin-pour-entreprise\/","title":{"rendered":"LinkedIn n&rsquo;est plus un r\u00e9seau social c&rsquo;est un outil de travail"},"content":{"rendered":"<p><em>LinkedIn est un outil de travail pour l\u2019entreprise, ce n\u2019est plus un r\u00e9seau social. C\u2019est ce que nous explique Bruno Fridlansky qui sort la 4e \u00e9dition de son fameux livre sur LinkedIn. J\u2019aime particuli\u00e8rement l\u2019approche de Bruno et je ne dis pas \u00e7a parce que c\u2019est un ami. \u00c0 l\u2019heure o\u00f9 le microcosme B2B n\u2019a d\u2019yeux que pour les jeunes entrepreneurs \u00e9pris de copywriting qui se l\u00e2chent sur le r\u00e9seau de Microsoft du haut de leurs 5 ans d\u2019exp\u00e9rience, Bruno revient aux fondamentaux. Et il a raison. LinkedIn, ce ne sont pas le strass et les paillettes d\u2019un <a href=\"https:\/\/visionarymarketing.com\/fr\/2022\/10\/reseaux-de-divertissement\/\">r\u00e9seau de divertissement<\/a>, mais un r\u00e9seau s\u00e9rieux o\u00f9 on rencontre des gens s\u00e9rieux et o\u00f9 on fait des affaires. M\u00eame si <a href=\"https:\/\/visionarymarketing.com\/fr\/2023\/01\/strategie-social-selling\/\">un peu de plaisanterie<\/a> ne nuit pas de temps en temps.<\/em><\/p>\n<h2>LinkedIn n\u2019est plus un r\u00e9seau social, c\u2019est un outil de travail pour l\u2019entreprise<\/h2>\n<figure id=\"attachment_75973\" aria-describedby=\"caption-attachment-75973\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-75973 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/05\/linkedin-pour-entreprise-2-e1683695573297.jpg\" alt=\"LinkedIn pour l'entreprise\" width=\"520\" height=\"347\" \/><figcaption id=\"caption-attachment-75973\" class=\"wp-caption-text\">LinkedIn est selon Bruno Fridlansky, un outil de travail pour l\u2019entreprise et plus un r\u00e9seau social. Quand on sugg\u00e8re cette id\u00e9e \u00e0 Midjourney, il nous met une image d\u2019un pro pas rigolo du tout qui semble nous dire \u00ab\u2009I mean business!\u2009\u00bb<\/figcaption><\/figure>\n<h3 style=\"font-weight: 400;\">Ma\u00eetriser LinkedIn 4e\u00a0\u00e9dition\u00a0: un livre pour l\u2019entreprise<\/h3>\n<p>La date de sortie de cette quatri\u00e8me \u00e9dition de ma\u00eetriser LinkedIn par Bruno Fridlansky n\u2019est pas innocente. Elle co\u00efncide \u00e0 quelques semaines \u00a0pr\u00e8s avec <a href=\"https:\/\/en.wikipedia.org\/wiki\/LinkedIn\" target=\"_blank\" rel=\"noopener\">les 20 ans de ce r\u00e9seau<\/a> qui, beaucoup l\u2019ignorent, est la plus ancienne des grandes plateformes sociales.<\/p>\n<p>Pourtant, Bruno nous explique que l\u2019outil pr\u00e9f\u00e9r\u00e9 du business to business a d\u00e9finitivement tourn\u00e9 la page, et pas forc\u00e9ment dans le sens que l\u2019on croit.<\/p>\n<blockquote class=\"quote-light\">\n<p style=\"font-weight: 400;\">LinkedIn n\u2019est plus un r\u00e9seau social, c\u2019est un outil de travail<\/p>\n<\/blockquote>\n<figure id=\"attachment_75972\" aria-describedby=\"caption-attachment-75972\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-75972 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/05\/linkedin-pour-entreprise-1-e1683701316763.jpg\" alt=\"\" width=\"520\" height=\"347\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/05\/linkedin-pour-entreprise-1-e1683701316763.jpg 520w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/05\/linkedin-pour-entreprise-1-e1683701316763-450x300.jpg 450w\" sizes=\"(max-width: 520px) 100vw, 520px\" \/><figcaption id=\"caption-attachment-75972\" class=\"wp-caption-text\">La vision de Midjourney de LinkedIn comme outil de travail est assez confondante<\/figcaption><\/figure>\n<p>Bien s\u00fbr que l\u2019on peut utiliser cet outil pour \u00ab\u2009raconter sa \u201clife\u201d\u2009\u00bb selon l\u2019expression consacr\u00e9e. Mais on peut aussi y faire, \u00e0 la mani\u00e8re du businessman de Saint Exup\u00e9ry, des choses s\u00e9rieuses.<\/p>\n<p style=\"font-weight: 400;\">On peut y pratiquer \u00ab\u2009l\u2019influence professionnelle, tous les jours, au contact de son <a href=\"https:\/\/visionarymarketing.com\/fr\/2023\/03\/ecosysteme\/\">\u00e9cosyst\u00e8me business<\/a>\u2009\u00bb, explique Bruno. \u00ab\u2009Pour les commerciaux, c\u2019est vendre (NDLR <a href=\"https:\/\/visionarymarketing.com\/fr\/2020\/01\/vendeurs-bourrins\/\">subtilement devrait-on ajouter<\/a>), pour les collaborateurs, c\u2019est promouvoir la notori\u00e9t\u00e9 de l\u2019entreprise, travailler la marque employeur\u2009\u00bb.<\/p>\n<p><iframe title=\"[Fr] Ma\u00eetriser LinkedIn 4e \u00e9dition avec Bruno Fridlansky\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/l1Dc9vpgaYs?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>Bref, un couteau suisse. Et ce n\u2019est pas fini.<\/p>\n<h3>Prendre la parole pour les dirigeants<\/h3>\n<figure id=\"attachment_75976\" aria-describedby=\"caption-attachment-75976\" style=\"width: 226px\" class=\"wp-caption alignright\"><a href=\"https:\/\/www.editions-kawa.com\/nouveaux-livres\/294-maitriser-linkedin-4e-edition-9782367782843.html\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"wp-image-75976\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/05\/maitriser-linkedin-4e-edition.jpg\" alt=\"LinkedIn pour l'entreprise\" width=\"226\" height=\"241\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/05\/maitriser-linkedin-4e-edition.jpg 398w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/05\/maitriser-linkedin-4e-edition-281x300.jpg 281w\" sizes=\"(max-width: 226px) 100vw, 226px\" \/><\/a><figcaption id=\"caption-attachment-75976\" class=\"wp-caption-text\"><a href=\"https:\/\/www.editions-kawa.com\/nouveaux-livres\/294-maitriser-linkedin-4e-edition-9782367782843.html\" target=\"_blank\" rel=\"noopener\">acheter le livre<\/a><\/figcaption><\/figure>\n<p style=\"font-weight: 400;\">\u00ab\u2009Pour les dirigeants, c\u2019est aussi prendre la parole et porter sa vision sur cette plateforme de conversation\u2009\u00bb. Aah\u2009! La conversation\u2026<\/p>\n<blockquote class=\"quote-light\"><p>Markets are conversations<\/p><\/blockquote>\n<p>Qui, en effet, se souvient encore du premier pr\u00e9cepte du <a href=\"https:\/\/visionarymarketing.com\/fr\/2010\/02\/ce-que-le-cluetrain-manifesto-nous-apprend-sur-les-medias-sociaux\/\">Cluetrain manifesto<\/a> de Doc Searls et ses camarades\u2009?<\/p>\n<p>Pourtant, il rev\u00eat une importance encore plus particuli\u00e8re \u00e0 cette \u00e9poque o\u00f9 les \u00ab\u2009experts\u2009\u00bb de LinkedIn confondent \u00a0p\u00e9roraison et discussion.<\/p>\n<p>20 ans apr\u00e8s avoir d\u00e9couvert cette plateforme, je m\u2019\u00e9tonne encore et toujours du peu d\u2019ardeur que mettent les marques, m\u00eame en B2B, \u00e0 parler comme des personnes avec leurs clients, leurs partenaires, voire leurs confr\u00e8res.<\/p>\n<p>Il reste beaucoup de chemin \u00e0 parcourir, et c\u2019est pour cela qu\u2019il faut d\u00e9couvrir ou red\u00e9couvrir le livre de Bruno Fridlansky.<\/p>\n<p style=\"font-weight: 400;\">\u00ab\u2009J\u2019ai \u00e9crit la quatri\u00e8me version de mon livre Ma\u00eetriser LinkedIn, afin de pouvoir mettre \u00e0 jour les \u00e9volutions de la plateforme et des comportements d\u2019utilisation \u2009\u00bb, nous explique Bruno dans cette vid\u00e9o tourn\u00e9e dans notre studio par anticipation en fin d\u2019ann\u00e9e derni\u00e8re.<\/p>\n<h3>Ce qui change dans le livre<\/h3>\n<p style=\"font-weight: 400;\">\u00ab\u2009Par rapport au livre pr\u00e9c\u00e9dent, j\u2019ai chang\u00e9 l\u2019organisation des contenus et surtout, j\u2019ai essay\u00e9 de passer moins de temps sur l\u2019algorithme et plus sur l\u2019utilisation humaine de l\u2019outil\u2009\u00bb, explique Bruno. C\u2019est pour cela, qu\u2019il faut acheter ce livre. Car il y en a assez de ces utilisateurs qui sont obs\u00e9d\u00e9s par leur concours de visites.<\/p>\n<p>Car LinkedIn reste un outil \u00e0 part dans le paysage des m\u00e9dias sociaux.<\/p>\n<p style=\"font-weight: 400;\">\u00ab\u2009Les autres r\u00e9seaux sont essentiellement bas\u00e9s sur la publicit\u00e9 alors que LinkedIn vend des licences aux professionnels. Son positionnement, son mod\u00e8le \u00e9conomique sont originaux.\u2009\u00bb<\/p>\n<blockquote class=\"quote-light\">\n<p style=\"font-weight: 400;\">C\u2019est une plateforme \u00e9ditoriale d\u2019un c\u00f4t\u00e9 et en m\u00eame temps c\u2019est un outil de <a href=\"https:\/\/visionarymarketing.com\/fr\/2021\/10\/networking-b2b\/\">networking<\/a> qu\u2019on va utiliser pour se connecter avec d\u2019autres professionnels pour nouer des partenariats, vendre, se faire conna\u00eetre, gagner en visibilit\u00e9.<\/p>\n<\/blockquote>\n<h3>De la \u00ab\u2009facebookisation\u2009\u00bb de LinkedIn<\/h3>\n<p>C\u2019est un secret de polichinelle, LinkedIn est devenu une sorte de nouveau Facebook dont on se demande de plus en plus ce qu\u2019il a \u00e0 faire avec le business. Mais Bruno refuse de voir les choses ainsi et propose une autre lecture.<\/p>\n<p style=\"font-weight: 400;\">\u00ab On voit beaucoup de choses personnelles sur LinkedIn qui d\u00e9rangent certains, qui en satisfont d\u2019autres. Je ne dirais pas que LinkedIn est devenu grand public. Il reste quand m\u00eame un outil un peu s\u00e9v\u00e8re, professionnel, o\u00f9 on est au contact d\u2019autres professionnels\u2009\u00bb.<\/p>\n<p>Il est toutefois le premier \u00e0 reconna\u00eetre que cet outil s\u2019est ouvert \u00ab\u2009davantage par rapport \u00e0 ses d\u00e9buts o\u00f9 il \u00e9tait tr\u00e8s centr\u00e9 autour du CV RH\u2009\u00bb.<\/p>\n<blockquote class=\"quote-light\">\n<p style=\"font-weight: 400;\">Chacun va y construire son propre r\u00e9seau, autour de ses centres d\u2019int\u00e9r\u00eat et ses postures, personnelles pour certains, purement professionnelles pour d\u2019autres<\/p>\n<\/blockquote>\n<p>Je pense que le lecteur aura compris de quel c\u00f4t\u00e9 nous nous situons. Apr\u00e8s tout, on n\u2019est pas oblig\u00e9 d\u2019\u00e9taler sa vie personnelle partout. Telle a \u00e9t\u00e9 ma posture depuis le d\u00e9but d\u2019Internet, il y a pr\u00e8s de 30 ans. Quoi qu\u2019il en soit, comme le r\u00e9p\u00e8te Bruno, il faut comprendre que \u00ab\u2009LinkedIn, ce n\u2019est pas la vraie vie, c\u2019est juste un r\u00e9seau \u2009\u00bb.<\/p>\n<h3 style=\"font-weight: 400;\">La vraie vie de l\u2019entreprise est dans le monde physique, pas dans LinkedIn<\/h3>\n<p>Retour aux fondamentaux donc avec Bruno. Celui-ci nous confirme que \u00ab\u2009<strong>la vraie vie est dans le monde physique et non dans la plateforme<\/strong>\u2009\u00bb. On se demande donc pourquoi tant d&rsquo;entre nous semblent l&rsquo;avoir oubli\u00e9. Et nous remercions Bruno de nous le rappeler.<\/p>\n<p>\u00ab\u2009<strong>Si vous achetez ce livre, vous vous en servirez plusieurs ann\u00e9es\u2009\u00bb. <\/strong><\/p>\n<p>Car, selon Bruno, les principes \u00e9dict\u00e9s ici sont valables \u00ab\u2009pour LinkedIn, aujourd\u2019hui, et probablement demain pour un autre r\u00e9seau qui viendra sans doute le remplacer\u2009. \u2009Le principe \u00e0 suivre restera toujours celui d\u2019un outil de travail que l&rsquo;on pourra dupliquer sur d\u2019autres r\u00e9seaux\u2009\u00bb a-t-il conclu.<\/p>\n<p>Courez donc acheter ce livre, inutile de r\u00e2ler sur la pauvret\u00e9 des posts des copywriters de LinkedIn\u2009! Ce n\u2019est qu\u2019un \u00e9piph\u00e9nom\u00e8ne.<\/p>\n<p><a href=\"https:\/\/www.editions-kawa.com\/nouveaux-livres\/294-maitriser-linkedin-4e-edition-9782367782843.html\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter wp-image-23414 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2017\/02\/tous-boutons.png\" alt=\"acheter le livre\" width=\"450\" height=\"75\" \/><\/a><\/p>\n<div itemscope itemtype=\"http:\/\/schema.org\/AudioObject\"><meta itemprop=\"name\" content=\"LinkedIn n&amp;rsquo;est plus un r\u00e9seau social c&amp;rsquo;est un outil de travail\" \/><meta itemprop=\"uploadDate\" content=\"2023-05-10T08:40:57+02:00\" \/><meta itemprop=\"encodingFormat\" content=\"audio\/mpeg\" \/><meta itemprop=\"duration\" content=\"PT9M37S\" \/><meta itemprop=\"description\" content=\"LinkedIn est un outil de travail pour l\u2019entreprise, ce n\u2019est plus un r\u00e9seau social. 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J\u2019aime particuli\u00e8rement l\u2019approche de Bruno et je ne dis pas \u00e7a p...\" \/><meta itemprop=\"contentUrl\" content=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2023-05-10-maitriser-LinkedIn-mixdown.mp3\" \/><meta itemprop=\"contentSize\" content=\"7.8\" \/><div class=\"powerpress_player\" id=\"powerpress_player_1589\"><audio class=\"wp-audio-shortcode\" id=\"audio-75970-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2023-05-10-maitriser-LinkedIn-mixdown.mp3?_=1\" \/><a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2023-05-10-maitriser-LinkedIn-mixdown.mp3\">https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2023-05-10-maitriser-LinkedIn-mixdown.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\/2023-05-10-maitriser-LinkedIn-mixdown.mp3\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Play in new window\" onclick=\"return powerpress_pinw('https:\/\/visionarymarketing.com\/fr\/\/?powerpress_pinw=75970-podcast');\" rel=\"nofollow\">Play in new window<\/a> | <a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2023-05-10-maitriser-LinkedIn-mixdown.mp3\" class=\"powerpress_link_d\" title=\"Download\" rel=\"nofollow\" download=\"2023-05-10-maitriser-LinkedIn-mixdown.mp3\">Download<\/a> (Duration: 9:37 &#8212; 7.8MB)<\/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%3D75970\" 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>LinkedIn est un outil de travail pour l\u2019entreprise, ce n\u2019est plus un r\u00e9seau social. C\u2019est ce que nous explique Bruno Fridlansky qui sort la 4e \u00e9dition de son fameux livre sur LinkedIn. J\u2019aime particuli\u00e8rement l\u2019approche de Bruno et je ne dis pas \u00e7a parce que c\u2019est un ami. \u00c0 l\u2019heure o\u00f9 le microcosme B2B n\u2019a &hellip;<\/p>\n","protected":false},"author":2,"featured_media":75973,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-75970","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>LinkedIn pour entreprise : un outil de travail et non un r\u00e9seau social<\/title>\n<meta name=\"description\" content=\"LinkedIn, pour l&#039;entreprise, ce n&#039;est plus un r\u00e9seau social, c&#039;est un outil de travail nous explique Bruno Fridlansky dans son dernier livre\" \/>\n<meta name=\"robots\" content=\"index, follow, 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