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La parole du dirigeant sur les réseaux sociaux

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Présentation conçue à l'occasion de la 3e édition de l’ISDay organisée par INFORSUD sur le thème de la prise de parole des dirigeants sur les réseaux sociaux - #ISDay2017 #ereputation

Utilisation croissante des réseaux sociaux par les décideurs : Qui sont les utilisateurs ? Qu’y font-ils ? Quelles opportunités et quels résultats ?
Recettes pour une présence efficace

Published in: Business
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La parole du dirigeant sur les réseaux sociaux

  1. 1. Dirigeants sur les réseaux sociaux, Quels enjeux pour l'entreprise ? #ISDay2017 @CaptinFr
  2. 2. Utilisation croissante des réseaux sociaux par les décideurs : • Qui sont les utilisateurs ? • Qu’y font-ils ? • Quelles opportunités et quels résultats ? Recette pour une présence efficace Questions / réponses
  3. 3. 59 % < 35ans Plus d’1 français sur 2 > 30% des inscrits : profils de managers & décideurs 33 % 16-24 ans Réseaux sociaux spécialisés #ISDay2017 @CaptinFr
  4. 4. Observation des tendances en management, pratiques… Observation du monde de l’entreprise Anticiper les tendances Réseaux sociaux, outils de veille Veille sur l’eco système #ISDay2017 @CaptinFr
  5. 5. Méfiance vis-à-vis de l’institutionnel • Les contenus partagés par les salariés : 8 X + d’engagement que le partage par l’entreprise • Prises de paroles des salariés « ambassadeurs » o Clients o Futurs collaborateurs #ISDay2017 @CaptinFr
  6. 6. Les cibles de la communication du dirigeant Les clients Les collaborateurs Les partenaires Les journalistes actionnaires et financiers #ISDay2017 @CaptinFr
  7. 7. Les cibles de la communication du dirigeant Les clients Dirigeant, 1er ambassadeur de l’entreprise « Le P-DG doit être le 1er «storytelleur» de l’entreprise » Jeanne BORDEAU Styliste en langage études sur le langage en entreprise #ISDay2017 @CaptinFr
  8. 8. Les cibles de la communication du dirigeant Valeur de la parole du dirigeant • Importance croissante des valeurs dans les décisions d’achat éthique, bien-être des salariés, respect de l’environnement … • Proximité & attente d’humanisation Les clients #ISDay2017 @CaptinFr Confiance / parole du dirigeant Etude 2016 Edelman Trust Barometer (27 countries)
  9. 9. Les cibles de la communication du dirigeant Les collaborateurs • Mobiliser, convaincre • Fédérer les équipes • Valoriser les collaborateurs • Accroître la proximité • Montrer l’exemple 80% des salariés présents sur les réseaux sociaux Fierté d’appartenance pour les collaborateurs Marque employeur #ISDay2017 @CaptinFr
  10. 10. Les cibles de la communication du dirigeant Partenaires Montrer l’individu qui inspire la confiance Renforcer la relation par le partage Journalistes, institutionnels, financiers Développer son réseau #ISDay2017 @CaptinFr
  11. 11. Prise de parole des dirigeants Quelques exemples #ISDay2017 @CaptinFr
  12. 12. • Fédérer • Rencontres professionnelles • Culture • Evénements Fnac (hors promo) • Relais de journalistes « performance Fnac » 45 ans #ISDay2017 @CaptinFr
  13. 13. 43 ans #ISDay2017 @CaptinFr
  14. 14. S’adresser directement aux médias En 10 mn : • +4% au cours de l’action Tesla • 900M$ de capitalisation boursière46 ans (complément d’une stratégie de relation presse) #ISDay2017 @CaptinFr (AMF en France)
  15. 15. #StartUpExperience Pascal Lorne – Gojob & Impacton 45 ans #ISDay2017 @CaptinFr Source : Antoine Colboc - Oct. 2016
  16. 16. 7281 abonnés Day 65 : On est dans le passage le plus délicat d'une start-up 18 mai 2017 Day 66 : C’est CHO…. De trouver un bon CMO.. ;-) 24 mai 2017 Day 64 : Regardez ce regard de (salopard) d'agneau 30 avril 2017 + Réactions sur publications partenaires (Blablacar) ou candidats #StartUpExperience 1 341 abonnés #ISDay2017 @CaptinFr
  17. 17. Etude réseaux sociaux auprès des PME/ETI OpinionWay pour Corpcom – octobre 2015
  18. 18. 2 535 CEO / DG sur Toulouse (région) 140 Albi Toulouse #ISDay2017 @CaptinFr
  19. 19. 1950 abonnés (perso) 43 amis + Thèmes liés à son entreprise et au management : Leadership, innovation, recrutements, sponsoring Excent 600 employés 48 M CA Les succès de son entreprise Les recrutements en cours « Une manière indirecte de passer les infos … Ca discute en dehors des réseaux sociaux» #ISDay2017 @CaptinFr
  20. 20. 425 abonnés (perso) XXX abonnés Fitancy 10 employés 1,3 M CA 38 ans Objectifs : visibilité et échanges (AREVADE, ecommercants d’Occitanie, connus sur Tw et LI) Tw : veille techno & marketing + Suivi d’influenceurs LinkedIn : opportunités et partenaires « Tout notre développement international avec une entreprise trouvée sur LI »Temps consacré : 10 mn/j pour les 2 #ISDay2017 @CaptinFr
  21. 21. • Interagir avec son écosystème • Humaniser l’entreprise • Amplifiez les temps forts et engagements de l’entreprise • Attirer et retenir les talents • Mettre en avant les collaborateurs • Ecouter et répondre aux clients • Répondre aux critiques (et désamorcer les crises) Prise de parole des dirigeants pour … #ISDay2017 @CaptinFr
  22. 22. #ISDay2017 @CaptinFr
  23. 23. Réseaux sociaux, espaces de conversation #ISDay2017 @CaptinFr
  24. 24. • Conversation • Connections • Communauté (s) • Contenu De quoi parle t on ? Les 4 C #ISDay2017 @CaptinFr
  25. 25. Objectifs Cible (s) Stratégie Contenu : Qu’avez-vous à « donner » pour vos cibles ? ? Où sont elles ? Démarche marketing #ISDay2017 @CaptinFr
  26. 26.  Être soi-même  Jouer sur le «nous » et le «je »  Complémentarité comm du dirigeant / comm entreprise  Régularité  Ton conversationnel questions/appels à réactions  Visuels En résumé #ISDay2017 @CaptinFr
  27. 27. 06 62 44 94 75 www.captin.fr contact@captin.fr @CaptinFr catherineepstein31 www.facebook.com/CaptinFormationReseauxSociauxToulouse Vos questions #ISDay2017
  28. 28. MERCI POUR VOTRE PRESENCE ! #ISDay2017

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