{"id":25019,"date":"2016-05-02T10:40:47","date_gmt":"2016-05-02T10:40:47","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25019"},"modified":"2016-05-09T13:43:40","modified_gmt":"2016-05-09T13:43:40","slug":"social-selling-explique-a-boss","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/social-selling-explique-a-boss\/","title":{"rendered":"Le social selling expliqu\u00e9 \u00e0 mon boss"},"content":{"rendered":"

Herv\u00e9 Kabla vient de cosigner avec \u00a0Sylvie Lachkar (voir son interview ici<\/a>)\u00a0: Le social selling expliqu\u00e9 \u00e0 mon boss<\/strong>.<\/p>\n

MarketingIsDead\u00a0: <\/strong>Le social selling, tout le monde en parle aujourd\u2019hui\u00a0: c\u2019est une nouvelle mode, ou cela recouvre-t-il une v\u00e9ritable d\u00e9marche marketing et commerciale\u00a0?<\/em><\/p>\n

Herve Kabla\u00a0:<\/strong> Nouvelle mode? Pas du tout ! D\u00e9j\u00e0 en 2008, lorsque j’ai d\u00e9marr\u00e9 mon activit\u00e9, j’ai utilis\u00e9 LinkedIn pour nouer mes premiers contacts, rencontrer des adh\u00e9rents pour Media Aces ou des personnes \u00e0 interviewer pour l’\u00e9mission Corporate Blogs diffus\u00e9e sur Decideurs TV ! En fait, l’utilisation des m\u00e9dias sociaux, et notamment des r\u00e9seaux sociaux B2B, pour d\u00e9velopper l’activit\u00e9 d’une entreprise, est naturelle, d\u00e8s lors qu’on a compris le potentiel d’une base de donn\u00e9es structur\u00e9e telle que LinkedIn, accessible \u00e0 tous, partiellement gratuite. Ce qui a chang\u00e9, de nos jours, c’est la prise de conscience globale au niveau d’une entreprise, et la mise en place de processus formalis\u00e9s, notamment pour la production de contenus, la formation des commerciaux ou les passerelles avec le CRM.<\/p>\n

MarketingIsDead\u00a0: <\/strong>Contacter un client potentiel via LinkedIn ou un autre m\u00e9dia social et lui proposer ses services, ce n\u2019est pas nouveau \u2026<\/em><\/p>\n

Herve Kabla\u00a0: <\/strong>Effectivement. Ce qui est nouveau, c’est qu’on est pass\u00e9 de moins de 30 millions de profils sur LinkedIn en 2008 \u00e0 pr\u00e8s de 400 millions aujourd’hui. Le potentiel est \u00e9norme. La loi de Zipf, qui \u00e9tablit que l’efficacit\u00e9 d’un r\u00e9seau cro\u00eet comme le carr\u00e9 de la taille de ses membres joue \u00e0 plein tube. Toute entreprise fran\u00e7aise de plus de 10 salari\u00e9s compte probablement, aujourd’hui, au moins un salari\u00e9 sur LinkedIn ou Viadeo.<\/p>\n

Maintenant, il ne faut pas tomber dans un exc\u00e8s contre-productif: le social selling, ce n’est pas envoyer du spam \u00e0 des contacts que l’on ne conna\u00eet pas. C’est une d\u00e9marche plus intelligente, qui consiste \u00e0 se faire conna\u00eetre et reconna\u00eetre, appr\u00e9cier, pour que votre r\u00e9seau pense \u00e0 vous comme un fournisseur privil\u00e9gi\u00e9, un partenaire commercial, un r\u00e9f\u00e9rent auquel il aura plaisir \u00e0 faire appel.<\/p>\n

MarketingIsDead\u00a0: <\/strong>Finalement, le social selling, c\u2019est un peu une combinaison de brand content et d\u2019inbound marketing \u2026<\/em><\/p>\n

Herve Kabla\u00a0: <\/strong>Parfaitement. Sans oublier le personal branding. Il s’agit d’utiliser son profil pour \u00eatre r\u00e9f\u00e9rent et des contenus de l’entreprise pour \u00eatre int\u00e9ressant.<\/p>\n

MarketingIsDead\u00a0: <\/strong>Le social selling, \u00e7a marche mieux en B2B ou en B2C\u00a0?<\/em><\/p>\n

En B2B, sans conteste. Le social selling est d’autant plus int\u00e9ressant qu’on est dans le cadre d’une vente complexe, avec un interlocuteur personnalis\u00e9, qu’on connait d\u00e9j\u00e0, ou qui nous conna\u00eet d\u00e9j\u00e7. En B2C, en revanche, on va probablement chercher \u00e0 toucher la masse: la relation individuelle est moins importante, m\u00eame si l’enjeu de personnalisation reste pr\u00e9pond\u00e9rant.<\/p>\n

MarketingIsDead\u00a0: <\/strong>Les m\u00e9dias sociaux expliqu\u00e9 \u00e0 mon boss, puis le digital expliqu\u00e9 \u00e0 mon boss et maintenant le social selling expliqu\u00e9 \u00e0 mon boss\u00a0: c\u2019est qui ton boss\u00a0? Et c\u2019est quoi la suite du programme\u00a0?<\/em><\/p>\n

Herve Kabla\u00a0: <\/strong>En publiant en 2011 le premier ouvrage avec Yann Gourvennec, nous avions caress\u00e9 le projet d’\u00e9toffer la gamme, et pas seulement sur la base de notre production personnelle. Nous avons m\u00eame d\u00e9pos\u00e9 la marque \u00ab\u00a0…expliqu\u00e9 \u00e0 mon boss\u00a0\u00bb. Depuis, trois autres ouvrages ont suivi: un co-\u00e9crit avec Yann (la communication digitale…), un autre avec Sylvie (le social selling…) et un \u00e9crit par Mohamed Khodja (le marketing digital \u00e0 l’international…). Trois autres ouvrages sont en projet, voire ne cours de finalisation: les startups et l’innovation (par Alexandre Steiner et Matthieu Vetter), la communication de crise (Emmanuelle Herv\u00e9) et le luxe (Audrey Kabla). A suivre, donc…<\/p>\n

 <\/p>\n

________________<\/p>\n

Les derniers billets :<\/strong><\/p>\n

\n
\n
\"Darty,<\/a>\n<\/div>
Darty, le contrat de d\u00e9fiance<\/a>18.02.2026<\/span>\n<\/div>\n<\/header><\/article>\n
\n
\n
\"Les<\/a>\n<\/div>
Les influenceurs, l\u2019Arnaque avec un \u00ab\u00a0A\u00a0\u00bb majuscule<\/a>15.02.2026<\/span>\n<\/div>\n<\/header><\/article>\n
\n
\n
\"Tarom\u00a0:<\/a>\n<\/div>
Tarom\u00a0: Ceausescu pas vraiment mort\u2026<\/a>31.12.2025<\/span>\n<\/div>\n<\/header><\/article>\n
\n
\n
\"High<\/a>\n<\/div>
High Tech\u00a0: comment la France montre sa ringardise d\u00e8s l\u2019arriv\u00e9e \u00e0 Roissy<\/a>25.11.2025<\/span>\n<\/div>\n<\/header><\/article>\n
\n
\n
\"Transformer<\/a>\n<\/div>
Transformer les contraintes en opportunit\u00e9, par Guillaume Mikowski<\/a>15.04.2025<\/span>\n<\/div>\n<\/header><\/article>\n
\n
\n
\"Transformer<\/a>\n<\/div>
Transformer les contraintes en opportunit\u00e9, par Philippe Rondeau – Sodebo<\/a>09.04.2025<\/span>\n<\/div>\n<\/header><\/article>\n
\n
\n
\"Autocars<\/a>\n<\/div>
Autocars longues distances\u00a0: pas vraiment responsables<\/a>13.02.2025<\/span>\n<\/div>\n<\/header><\/article>\n
\n
\n
\"Comment<\/a>\n<\/div>
Comment retenir l\u2019attention de consommateurs surexpos\u00e9s ? Interview de Fran\u00e7ois Lienart<\/a>03.02.2025<\/span>\n<\/div>\n<\/header><\/article>\n
\n
\n
\"Comment<\/a>\n<\/div>
Comment retenir l\u2019attention de consommateurs surexpos\u00e9s ? Interview de Franck Perrier\u00a0<\/a>30.01.2025<\/span>\n<\/div>\n<\/header><\/article>\n
\n
\n
\"Absence<\/a>\n<\/div>
Absence d\u2019empathie et greenwashing, un sacr\u00e9 cocktail\u00a0!<\/a>19.11.2024<\/span>\n<\/div>\n<\/header><\/article>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Herv\u00e9 Kabla vient de cosigner avec \u00a0Sylvie Lachkar (voir son interview ici)\u00a0: Le social selling expliqu\u00e9 \u00e0 mon boss. MarketingIsDead\u00a0: Le social selling, tout le monde en parle aujourd\u2019hui\u00a0: c\u2019est une nouvelle mode, ou cela recouvre-t-il une v\u00e9ritable d\u00e9marche marketing et commerciale\u00a0? Herve Kabla\u00a0: Nouvelle…<\/p>\n","protected":false},"author":2,"featured_media":25020,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[150],"tags":[],"yoast_head":"\nLe social selling expliqu\u00e9 \u00e0 mon boss - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/consumerinsight.eu\/marketingisdead\/social-selling-explique-a-boss\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le social selling expliqu\u00e9 \u00e0 mon boss - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Herv\u00e9 Kabla vient de cosigner avec \u00a0Sylvie Lachkar (voir son interview ici)\u00a0: Le social selling expliqu\u00e9 \u00e0 mon boss. 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En une petite dizaine d\u2019ann\u00e9es, les outils de la communication digitale se sont diffus\u00e9s au sein des entreprises \u00e9voluant en B2B. R\u00e9seaux sociaux, communaut\u00e9s en ligne, sites de\u2026","rel":"","context":"Dans "Livres"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/01\/Kabla.jpg?fit=512%2C512&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26183,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/quelques-nouvelles-du-front-avec-herve-kabla\/","url_meta":{"origin":25019,"position":1},"title":"Quelques nouvelles du front avec Herv\u00e9 Kabla","date":"24 avril 2020","format":"gallery","excerpt":"Vient de para\u00eetre aux \u00e9ditions Kawa Le confinement expliqu\u00e9 \u00e0 mon boss\u00a0; rencontre avec son initiateur Herv\u00e9 Kabla. MarketingIsDead\u00a0: Pourquoi un tel livre alors qu'on parle d\u00e9j\u00e0 de d\u00e9confinement ? Herv\u00e9 Kabla\u00a0: D\u00e9confinement, vraiment ? je ne suis pas si optimiste. Quand le gouvernement parle du 11 mai, quand on\u2026","rel":"","context":"Dans "Interviews"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/04\/hkl-adetem.jpg?fit=548%2C480&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":24797,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/2-e-reputations-mais-un-seul-personal-branding-1\/","url_meta":{"origin":25019,"position":2},"title":"2 e.r\u00e9putations, mais un seul personal branding #1","date":"16 octobre 2013","format":false,"excerpt":"J\u2019ai r\u00e9dig\u00e9 ce papier pour mes amis Yann Gourvennec et Herv\u00e9 Kabla, il para\u00eet aujourd\u2019hui dans La communication digitale \u00e0 mon boss que les joyeux duettistes publient chez Kawa \u2013 en commande ici, attention, c\u2019est \u00e9pais\u00a0!Avec le Web social, la fronti\u00e8re devient extr\u00eamement poreuse entre e.r\u00e9putations personnelle et professionnelle\u00a0: faut-il\u2026","rel":"","context":"Dans "Livres"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/marketingisdead.blogspirit.com\/media\/01\/02\/1410308872.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25661,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/betise-de-curation-de-utilisateurs\/","url_meta":{"origin":25019,"position":3},"title":"La b\u00eatise de la curation \u2026 ou de ses utilisateurs","date":"2 f\u00e9vrier 2018","format":"gallery","excerpt":"Twitter me notifie que mon nom appara\u00eet dans un gazouillis\u00a0: v\u00e9rification faite, je suis cit\u00e9 sur un page \u00ab\u00a0Paper.li\u00a0\u00bb, un des multiples outils de curation automatiques que de nombreux professionnels utilisent pour faire croire qu\u2019ils publient des tas de trucs passionnants \u2026 alors qu\u2019ils ne font que d\u2019assez mauvais \u00ab\u00a0copier\u2026","rel":"","context":"Dans "Coups de gueule"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/02\/Ane.jpg?fit=418%2C480&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25381,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/rencontre-instagrameuse-mode-lifestyle-voyage\/","url_meta":{"origin":25019,"position":4},"title":"Rencontre avec une Instagrameuse Mode, Lifestyle et Voyage\u00a0","date":"5 avril 2017","format":false,"excerpt":"Lors du Salon e-marketing, le Club Exp\u00e9rience Digitale de l\u2019Adetem organise le mardi 18 avril \u00e0 16 heures 30 une conf\u00e9rence sur les Relations entre les marques et les influenceurs\u00a0; pour s\u2019inscrire, c\u2019est ici. En avant-premi\u00e8re, rencontre avec Camille Viovy, \u00ab\u00a0Instagrameuse Mode, Lifestyle et Voyage\u00a0\u00bb, que l\u2019on peut retrouver sur\u2026","rel":"","context":"Dans "Actualit\u00e9"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/04\/Camille-Viovy.png?fit=564%2C317&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25309,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/cyril-attias-100-pages-ca-suffit\/","url_meta":{"origin":25019,"position":5},"title":"Cyril Attias : 100 pages, \u00e7a suffit !","date":"9 janvier 2017","format":"gallery","excerpt":"\u00a0 Mon ami Cyril Attias, Founder & CEO agencedesmediassociaux.com, montre comment la communication en temps r\u00e9el\u00a0bouleverse le travail des marketers dans Marketing : 100 pages, \u00e7a suffit ! L\u00e0 o\u00f9 avant (pas si longtemps\u00a0: avant 2007), on pensait, pr\u00e9parait des campagnes de communication 1 \u00e0 2 fois par an, essentiellement\u2026","rel":"","context":"Dans "Livres"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/01\/cyril-attias.jpg?fit=580%2C580&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25019"}],"collection":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=25019"}],"version-history":[{"count":3,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25019\/revisions"}],"predecessor-version":[{"id":25033,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25019\/revisions\/25033"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/25020"}],"wp:attachment":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=25019"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=25019"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=25019"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}