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Vivez l’expérience d’une entreprise b2b sur les médias sociaux - Cas Rio Tinto Alcan - Conférence Infopresse - 28 novembre 2012

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Les médias sociaux sont aujourd’hui reconnus comme de véritables points de contact entre les entreprises et les consommateurs de leurs produits ou services. Pourtant, les sociétés d’entreprise à entreprise ont tout intérêt à faire le saut à condition de définir des objectifs clairs et d’avoir adopté une véritable démarche stratégique.

- Quel est l’intérêt, pour une organisation B2B, de se trouver sur les médias sociaux?
- Quelles ont été les démarches menées par Rio Tinto Alcan pour activer les médias sociaux?
- Quels sont les impacts organisationnels de cette nouvelle façon de communiquer à l’interne et à l’externe?

Pierre Boisseau (Rio Tinto Alcan) et Benoît Chamontin (Citoyen Optimum) vous feront vivre, de la stratégie au déploiement, toute l’expérience de Rio Tinto Alcan sur les médias sociaux.

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Vivez l’expérience d’une entreprise b2b sur les médias sociaux - Cas Rio Tinto Alcan - Conférence Infopresse - 28 novembre 2012

  1. 1. Vivez l’expérience d’uneentreprise B2B sur lesmédias sociaux
  2. 2. 2Présentation de Rio Tinto Alcan
  3. 3. 3Questions abordées dans cette présentation•  Quel est l’intérêt pour une organisation B2B de se trouver sur les médias sociaux ?•  Quelles ont été les démarches menées par Rio Tinto Alcan pour activer les médias sociaux ?•  Quels sont les impacts organisationnels de cette nouvelle façon de communiquer à l’interne et à l’externe ?
  4. 4. 4Nos défis de communication
  5. 5. 5Nos défis de communication
  6. 6. Vivez l’expérience Rio TintoCanada 2.0
  7. 7. 7Lancement de notre projet pilote sur Facebookpour nos actions sociales et environnementales
  8. 8. « Voyez les possibilités »
  9. 9. 9Un écosystème cohérent pour une campagnede recrutement en ligne MEDIAS SOCIAUX
  10. 10. 10Un écosystème cohérent pour une campagnede recrutement en ligne Baisse de 85% du coût d’acquisition de talent grâce aux médias sociaux Diminution de la durée du cycle de recrutement de 83 à 63 jours
  11. 11. 11Gestion de crise : l’exemple du conflit à l’usineRio Tinto Alcan Alma
  12. 12. Éléments à considérerpour une présence sur lesmédias sociaux
  13. 13. 13Cinq points essentiels pour une présence enligne ÉCOUTER ET ANALYSER BÂTIR SA STRATÉGIE ACCOMPAGNER LE CHANGEMENT TECHNOLOGIQUE ENTRETENIR ÉVALUER
  14. 14. 14Développer une stratégie intégréeAvantages :•  Ne pas travailler en double ou en silo•  Regrouper les objectifs et problématiques (recrutement et notoriété de la marque)•  Amener de nouvelles approches•  Trouver de nouvelles solutions
  15. 15. 15Avoir un plan de gouvernance
  16. 16. 16Avoir un plan de gouvernance – La matricedécisionnelle Gestionnaire de communauté Message / question sur les médias sociaux concernant l’entreprise ou un de ses représentants Question Question générale concernant une sur le recrutement unité d’affaires Question sur d’autres problématiques précise Environnement / social économique / réputation image Équipe Gestionnaire Équipe + - à de communauté à déterminer déterminer = Équipe de relations publiques Équipe Répondre / remercier / engager de (fournir un lien vers nos sites si du contenu est disponible) communication Répondre / réfuter / informer (fournir un lien vers nos sites si du contenu est disponible)
  17. 17. 17Avoir un plan de gouvernance – Le guide dequestions / réponsesCatégorie-contenu Exemple de Contenu de la réponse Équipe Délai de Exemple d’une réponse pour Exemple d’unede la question / question / responsa- réponse Facebook / YouTube réponse pourcommentaire commentaire ble TwitterQuestions « Je suis intéressé Remercier la personne 24 h Bonjour (prénom)! Merci pour @prénom Postulezgénérales pour les à travailler pour Rio et la référer à la maximum votre intérêt envers les auressources Tinto et j’aimerais section de jumelage opportunités de carrière de http://ow.ly/12345humaines que vous jetiez d’opportunités et de Rio Tinto. Nous vous invitons Parmi nos offres un coup d’oeil sur candidatures.. à visiter http:// d’emploi, il y en a mon profil afin que jobs.riotinto.ca/ : nous avons sans doute une qui nous puissions voir plusieurs offres d’emploi et correspondra à quelles seraient les nous avons bon espoir que vos intérêts. opportunités pour vous serez en mesure d’en moi. » trouver une qui correspondra à vos intérêts. Vous n’avez qu’à soumettre votre candidature pour les emplois qui vous intéressent directement sur notre site Web. Bonne chance!
  18. 18. 18Transmettre les valeurs de l’entreprise danstoutes les communications•  Chaque communication doit refléter les valeurs de l’entreprise.•  Vos employés doivent se retrouver dans chacune de vos publications.•  Votre présence en ligne contribue à façonner votre image de marque.•  Les personnes partageant les mêmes valeurs seront inévitablement attirés par votre entreprise.
  19. 19. 19Veille médiatique pour réagir à temps•  Réaliser une veille en ligne et hors ligne est essentiel pour voir tout ce qui se dit sur l’entreprise.•  Se servir de cette veille pour adapter son calendrier éditorial et son travail en ligne.•  Se préparer aux événements qui arrivent ou aux imprévus dans son calendrier éditorial, mais également dans ses Q. et R. (et les réadapter au besoin).
  20. 20. 20Utiliser des outils d’analyse Ajuster Évaluer Créer Animer
  21. 21. 21Mettre à profit les médias sociaux•  Faire rayonner l’entreprise à l’interne et à l’externe. •  Impact positif sur les employés •  Inspiration pour l’équipe recrutement de Rio Tinto ailleurs dans le monde•  Planifier la suite et assurer une évolution de notre travail sur le long terme.•  Rapprocher le travail de nos différents services et unités d’affaires. Prix dexcellence Argent Prix dexcellence Bronze Catégorie « Excellence tactique - Communications Catégorie « Excellence stratégique, Communications électroniques et interactives » électroniques et interactives »
  22. 22. Questions
  23. 23. 23Contact Pierre Boisseau – Rio Tinto Alcan Directeur des communications pierre.boisseau@riotinto.com Benoît Chamontin – Citoyen Optimum Directeur communications numériques et médias sociaux Tél. : 514 282-4778 / Cell. : 514 451-2165 benoit.chamontin@citoyenoptimum.com / bchamontin

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