{"id":2117,"date":"2010-09-10T07:30:01","date_gmt":"2010-09-10T05:30:01","guid":{"rendered":"http:\/\/poncier.org\/blog\/?p=2117"},"modified":"2010-08-31T17:52:56","modified_gmt":"2010-08-31T15:52:56","slug":"pourquoi-en-europe-les-projets-de-reseaux-sociaux-echouent","status":"publish","type":"post","link":"https:\/\/poncier.org\/blog\/?p=2117","title":{"rendered":"Pourquoi en Europe les projets de m\u00c3\u00a9dias sociaux \u00c3\u00a9chouent ?"},"content":{"rendered":"<p><a href=\"http:\/\/poncier.org\/blog\/wp-content\/2010\/09\/facebookfriendwheel.jpg\"><img decoding=\"async\" loading=\"lazy\" class=\"alignleft size-full wp-image-2120\" title=\"facebookfriendwheel\" src=\"http:\/\/poncier.org\/blog\/wp-content\/2010\/09\/facebookfriendwheel-e1283269097550.jpg\" alt=\"\" width=\"400\" height=\"400\" \/><\/a>Le <a href=\"http:\/\/www.bsi.ag\/\" target=\"_blank\">Brand Science Institute<\/a> (BSI) a produit fin ao\u00c3\u00bbt une \u00c3\u00a9tude sur sur les raisons des \u00c3\u00a9checs des entreprises europ\u00c3\u00a9ennes dans la mise en place de leur strat\u00c3\u00a9gie de pr\u00c3\u00a9sence sur les m\u00c3\u00a9dias sociaux.<\/p>\n<p>Cet article met en exergue les principales raisons de ces \u00c3\u00a9checs point\u00c3\u00a9s dans cette \u00c3\u00a9tude.<\/p>\n<p><!--more-->Cette \u00c3\u00a9tude de 7 mois dans 12 pays (France, Allemagne, Espagne, Angleterre, Su\u00c3\u00a8de, Pologne&#8230;) a \u00c3\u00a9t\u00c3\u00a9 men\u00c3\u00a9e aupr\u00c3\u00a8s de 563 personnes du marketing de 52 grandes marques. En voici les principaux enseignements :<\/p>\n<ul>\n<li>81 % n&rsquo;ont pas une vraie strat\u00c3\u00a9gie d\u00c3\u00a9finie<\/li>\n<li>Un temps trop long pour la prise de d\u00c3\u00a9cision et un sur-contr\u00c3\u00b4le, notamment des services juridiques<\/li>\n<li>7% seulement per\u00c3\u00a7oivent la valeur ajout\u00c3\u00a9e d&rsquo;une interaction avec les clients<\/li>\n<li>27 % seulement ont une bonne compr\u00c3\u00a9hension de leurs clients<\/li>\n<li>Une demande de ROI extr\u00c3\u00aamement rapide et des mesures traditionnelles de la performance des projets<\/li>\n<li>11% seulement ont mis en place une charte de pr\u00c3\u00a9sence sur les m\u00c3\u00a9dias sociaux pour leurs collaborateurs<\/li>\n<li>86 % ne savent pas comment g\u00c3\u00a9rer une crise sur les m\u00c3\u00a9dias sociaux<\/li>\n<li>4% seulement font un retour d&rsquo;exp\u00c3\u00a9rience en interne<\/li>\n<li>&#8230;<\/li>\n<\/ul>\n<p>Voici l&rsquo;\u00c3\u00a9tude plus en d\u00c3\u00a9tails (en anglais), bonne lecture<\/p>\n<div id=\"__ss_4989049\" style=\"width: 425px;\"><strong><a title=\"Why Social Media Projects Fail?! \u00e2\u20ac\u201c A European Perspective\" href=\"http:\/\/www.slideshare.net\/Insidebsi\/why-social-media-projects-fail-a-european-perspective\">Why Social Media Projects Fail?! \u00e2\u20ac\u201c A European Perspective<\/a><\/strong><object id=\"__sse4989049\" classid=\"clsid:d27cdb6e-ae6d-11cf-96b8-444553540000\" width=\"425\" height=\"355\" codebase=\"http:\/\/download.macromedia.com\/pub\/shockwave\/cabs\/flash\/swflash.cab#version=6,0,40,0\"><param name=\"allowFullScreen\" value=\"true\" \/><param name=\"allowScriptAccess\" value=\"always\" \/><param name=\"src\" value=\"http:\/\/static.slidesharecdn.com\/swf\/ssplayer2.swf?doc=bsiwhysocialmediafails-100817055432-phpapp02&amp;stripped_title=why-social-media-projects-fail-a-european-perspective\" \/><param name=\"name\" value=\"__sse4989049\" \/><param name=\"allowfullscreen\" value=\"true\" \/><embed id=\"__sse4989049\" type=\"application\/x-shockwave-flash\" width=\"425\" height=\"355\" src=\"http:\/\/static.slidesharecdn.com\/swf\/ssplayer2.swf?doc=bsiwhysocialmediafails-100817055432-phpapp02&amp;stripped_title=why-social-media-projects-fail-a-european-perspective\" name=\"__sse4989049\" allowscriptaccess=\"always\" allowfullscreen=\"true\"><\/embed><\/object><\/p>\n<div style=\"padding: 5px 0 12px;\">View more <a href=\"http:\/\/www.slideshare.net\/\">presentations<\/a> from <a href=\"http:\/\/www.slideshare.net\/Insidebsi\">BSI<\/a>.<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Le Brand Science Institute (BSI) a produit fin ao\u00c3\u00bbt une \u00c3\u00a9tude sur sur les raisons des \u00c3\u00a9checs des entreprises europ\u00c3\u00a9ennes dans la mise en place de leur strat\u00c3\u00a9gie de pr\u00c3\u00a9sence sur les m\u00c3\u00a9dias sociaux. Cet article met en exergue les &hellip; <a href=\"https:\/\/poncier.org\/blog\/?p=2117\">Continuer la lecture <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":2120,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[28],"tags":[],"_links":{"self":[{"href":"https:\/\/poncier.org\/blog\/index.php?rest_route=\/wp\/v2\/posts\/2117"}],"collection":[{"href":"https:\/\/poncier.org\/blog\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/poncier.org\/blog\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/poncier.org\/blog\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/poncier.org\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2117"}],"version-history":[{"count":0,"href":"https:\/\/poncier.org\/blog\/index.php?rest_route=\/wp\/v2\/posts\/2117\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/poncier.org\/blog\/index.php?rest_route=\/wp\/v2\/media\/2120"}],"wp:attachment":[{"href":"https:\/\/poncier.org\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2117"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/poncier.org\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2117"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/poncier.org\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2117"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}