Réalisée dans le cadre de ma thèse Mettre les réseaux sociaux au service du développement commercial d’une agence de communication, cette étude porte sur les comportements des communicants en France, chez l’annonceur, sur les réseaux sociaux.
Vous pouvez télécharger les résultats ici.
Si vous souhaitez récupérer les données brutes (anonymisées, format dump MySQL), merci de me contacter.
Ci-dessous, les principales données au format HTML
Corrélation âge / typologie
| 18-25 | 25-35 | 35-45 | 45-55 | 55-65 | |
| Directeur de la communication (176) | 0 (0%) | 11 (6%) | 77 (44%) | 63 (36%) | 25 (14%) |
| Responsable communication (230) | 4 (2%) | 78 (34%) | 109 (47%) | 34 (15%) | 5 (2%) |
| Chargé de projet communication (124) | 6 (5%) | 79 (64%) | 27 (22%) | 9 (7%) | 3 (2%) |
| Assistant communication (43) | 10 (23%) | 15 (35%) | 8 (19%) | 8 (19%) | 2 (5%) |
| Directeur général (14) | 0 (0%) | 4 (29%) | 7 (50%) | 1 (7%) | 2 (14%) |
| Directeur marketing (8) | 0 (0%) | 1 (13%) | 5 (63%) | 2 (25%) | 0 (0%) |
| Responsable marketing (21) | 3 (14%) | 9 (43%) | 7 (33%) | 2 (10%) | 0 (0%) |
| Attaché de presse (9) | 0 (0%) | 5 (56%) | 3 (33%) | 1 (11%) | 0 (0%) |
| Community manager (14) | 2 (14%) | 7 (50%) | 3 (21%) | 2 (14%) | 0 (0%) |
| Responsable événementiel (1) | 0 (0%) | 0 (0%) | 1 (100%) | 0 (0%) | 0 (0%) |
Corrélation réseaux sociaux / typologie
| Réseau | Directeur de la communication (176) | Responsable communication (230) | Chargé de projet communication (124) | Assistant communication (43) | Directeur général (14) | Directeur marketing (8) | Responsable marketing (21) | Attaché de presse (9) | Community manager (14) | Responsable événementiel (1) |
| twitter (449) | 129 (73%) | 163 (71%) | 96 (77%) | 18 (42%) | 5 (36%) | 2 (25%) | 14 (67%) | 8 (89%) | 13 (93%) | 1 (100%) |
| linkedin (343) | 118 (67%) | 124 (54%) | 51 (41%) | 13 (30%) | 9 (64%) | 6 (75%) | 12 (57%) | 4 (44%) | 5 (36%) | 1 (100%) |
| facebook (487) | 134 (76%) | 170 (74%) | 103 (83%) | 31 (72%) | 8 (57%) | 5 (63%) | 15 (71%) | 6 (67%) | 14 (100%) | 1 (100%) |
| google+ (184) | 54 (31%) | 60 (26%) | 37 (30%) | 10 (23%) | 3 (21%) | 2 (25%) | 7 (33%) | 1 (11%) | 10 (71%) | 0 (0%) |
| pinterest (118) | 28 (16%) | 47 (20%) | 22 (18%) | 8 (19%) | 1 (7%) | 1 (13%) | 6 (29%) | 0 (0%) | 5 (36%) | 0 (0%) |
| slideshare (71) | 20 (11%) | 33 (14%) | 7 (6%) | 0 (0%) | 2 (14%) | 0 (0%) | 3 (14%) | 1 (11%) | 5 (36%) | 0 (0%) |
| vimeo (74) | 19 (11%) | 30 (13%) | 15 (12%) | 5 (12%) | 2 (14%) | 0 (0%) | 1 (5%) | 1 (11%) | 1 (7%) | 0 (0%) |
| aucun (49) | 11 (6%) | 14 (6%) | 11 (9%) | 8 (19%) | 2 (14%) | 0 (0%) | 3 (14%) | 0 (0%) | 0 (0%) | 0 (0%) |
| viadeo (74) | 15 (9%) | 32 (14%) | 14 (11%) | 5 (12%) | 1 (7%) | 2 (25%) | 5 (24%) | 0 (0%) | 0 (0%) | 0 (0%) |
| flickr (73) | 16 (9%) | 26 (11%) | 18 (15%) | 2 (5%) | 1 (7%) | 0 (0%) | 4 (19%) | 1 (11%) | 5 (36%) | 0 (0%) |
| instagram (45) | 7 (4%) | 18 (8%) | 12 (10%) | 3 (7%) | 1 (7%) | 1 (13%) | 1 (5%) | 0 (0%) | 2 (14%) | 0 (0%) |
| youtube (61) | 14 (8%) | 18 (8%) | 21 (17%) | 2 (5%) | 1 (7%) | 0 (0%) | 1 (5%) | 1 (11%) | 3 (21%) | 0 (0%) |
| tumblr (8) | 2 (1%) | 1 (0%) | 4 (3%) | 1 (2%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) |
| dailymotion (11) | 2 (1%) | 6 (3%) | 3 (2%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) |
| vine (8) | 1 (1%) | 1 (0%) | 2 (2%) | 1 (2%) | 0 (0%) | 0 (0%) | 0 (0%) | 1 (11%) | 2 (14%) | 0 (0%) |
Utilisation de Twitter par typologie de participant
| Fonction | Veille métier | Veille concurrentielle | Sourcing | Recrutement | RP |
| Directeur de la communication | 2,82 | 2,63 | 1,67 | 1,56 | 3,23 |
| Responsable communication | 2,69 | 2,43 | 1,67 | 1,26 | 3,10 |
| Chargé de projet communication | 2,81 | 2,65 | 1,82 | 1,38 | 3,19 |
| Assistant communication | 1,67 | 1,72 | 1,42 | 1,16 | 2,30 |
| Directeur général | 2,00 | 1,86 | 1,36 | 1,21 | 2,71 |
| Directeur marketing | 1,75 | 2,00 | 1,50 | 1,63 | 1,63 |
| Responsable marketing | 3,10 | 2,76 | 1,62 | 1,24 | 2,71 |
| Attaché de presse | 3,33 | 3,11 | 2,44 | 1,44 | 4,67 |
| Community manager | 4,36 | 3,50 | 2,36 | 1,71 | 3,21 |
| Responsable événementiel | 3,00 | 3,00 | 1,00 | 1,00 | 4,00 |
Utilisation de LinkedIn par typologie de participant
| Fonction | Veille métier | Veille concurrentielle | Sourcing | Recrutement | RP |
| Directeur de la communication | 2,23 | 1,91 | 1,99 | 2,43 | 2,02 |
| Responsable communication | 2,03 | 1,72 | 1,73 | 2,06 | 1,73 |
| Chargé de projet communication | 1,68 | 1,51 | 1,46 | 1,80 | 1,55 |
| Assistant communication | 1,19 | 1,21 | 1,42 | 1,21 | 1,40 |
| Directeur général | 2,93 | 2,21 | 2,43 | 3,07 | 2,29 |
| Directeur marketing | 2,75 | 1,88 | 2,25 | 3,63 | 2,38 |
| Responsable marketing | 2,52 | 2,62 | 2,86 | 2,67 | 1,90 |
| Attaché de presse | 1,67 | 1,33 | 1,11 | 1,89 | 1,89 |
| Community manager | 1,57 | 1,71 | 1,71 | 1,71 | 1,36 |
| Responsable événementiel | 4,00 | 3,00 | 1,00 | 1,00 | 3,00 |
Engagement sur Twitter par typologie de participant
| Réseau | Directeur de la communication (176) | Responsable communication (230) | Chargé de projet communication (124) | Assistant communication (43) | Directeur général (14) | Directeur marketing (8) | Responsable marketing (21) | Attaché de presse (9) | Community manager (14) | Responsable événementiel (1) |
| Vous suivez spécifiquement certaines personnes et lisez leurs tweets (104) | 25 (14%) | 41 (18%) | 20 (16%) | 7 (16%) | 4 (29%) | 1 (13%) | 3 (14%) | 2 (22%) | 1 (7%) | 0 (0%) |
| Vous lisez et tweetez parfois sans ligne éditoriale (73) | 19 (11%) | 28 (12%) | 15 (12%) | 3 (7%) | 3 (21%) | 0 (0%) | 4 (19%) | 1 (11%) | 0 (0%) | 0 (0%) |
| Vous lisez et tweetez avec une ligne éditoriale établie (165) | 52 (30%) | 60 (26%) | 35 (28%) | 4 (9%) | 2 (14%) | 1 (13%) | 3 (14%) | 3 (33%) | 4 (29%) | 1 (100%) |
| Vous lisez, tweetez et engagez régulièrement la discussion avec d’autres utilisateurs (99) | 23 (13%) | 32 (14%) | 24 (19%) | 5 (12%) | 1 (7%) | 1 (13%) | 2 (10%) | 3 (33%) | 8 (57%) | 0 (0%) |
| Vous lisez les tweets de quelques comptes suggérés par Twitter (44) | 14 (8%) | 18 (8%) | 5 (4%) | 4 (9%) | 0 (0%) | 1 (13%) | 2 (10%) | 0 (0%) | 0 (0%) | 0 (0%) |
| (101) | 24 (14%) | 35 (15%) | 17 (14%) | 16 (37%) | 4 (29%) | 3 (38%) | 2 (10%) | 0 (0%) | 0 (0%) | 0 (0%) |
| Vous avez ouvert un compte et n’y êtes jamais retourné (54) | 19 (11%) | 16 (7%) | 8 (6%) | 4 (9%) | 0 (0%) | 1 (13%) | 5 (24%) | 0 (0%) | 1 (7%) | 0 (0%) |
Engagement sur LinkedIn par typologie de participant
| Engagement | Directeur de la communication (176) | Responsable communication (230) | Chargé de projet communication (124) | Assistant communication (43) | Directeur général (14) | Directeur marketing (8) | Responsable marketing (21) | Attaché de presse (9) | Community manager (14) | Responsable événementiel (1) |
| Vous bâtissez activement votre réseau (147) | 48 (27%) | 54 (23%) | 24 (19%) | 3 (7%) | 4 (29%) | 2 (25%) | 6 (29%) | 2 (22%) | 4 (29%) | 0 (0%) |
| Vous répondez aux demandes d’ajouts des personnes que vous connaissez sans interagir autrement avec elles (247) | 75 (43%) | 89 (39%) | 46 (37%) | 11 (26%) | 4 (29%) | 5 (63%) | 11 (52%) | 2 (22%) | 4 (29%) | 0 (0%) |
| (169) | 33 (19%) | 58 (25%) | 43 (35%) | 21 (49%) | 3 (21%) | 1 (13%) | 1 (5%) | 4 (44%) | 5 (36%) | 0 (0%) |
| Vous avez ouvert un compte et n’y êtes jamais retourné (51) | 12 (7%) | 20 (9%) | 9 (7%) | 7 (16%) | 0 (0%) | 0 (0%) | 1 (5%) | 1 (11%) | 1 (7%) | 0 (0%) |
| Vous êtes membre Premium et utilisez les outils de recherche avancée et de mise en relation (26) | 8 (5%) | 9 (4%) | 2 (2%) | 1 (2%) | 3 (21%) | 0 (0%) | 2 (10%) | 0 (0%) | 0 (0%) | 1 (100%) |
Rapport aux sollicitations de tiers sur Twitter par typologie de participant
| Directeur de la communication (176) | Responsable communication (230) | Chargé de projet communication (124) | Assistant communication (43) | Directeur général (14) | Directeur marketing (8) | Responsable marketing (21) | Attaché de presse (9) | Community manager (14) | Responsable événementiel (1) | |
| Vous les lisez et n’y répondez que rarement (139) | 41 (23%) | 53 (23%) | 23 (19%) | 9 (21%) | 4 (29%) | 2 (25%) | 3 (14%) | 3 (33%) | 1 (7%) | 0 (0%) |
| Vous les lisez et y répondez fréquemment, dès qu’elles sont pertinentes (175) | 49 (28%) | 61 (27%) | 38 (31%) | 8 (19%) | 1 (7%) | 1 (13%) | 6 (29%) | 4 (44%) | 6 (43%) | 1 (100%) |
| Vous les lisez sans y répondre (105) | 29 (16%) | 41 (18%) | 20 (16%) | 6 (14%) | 3 (21%) | 1 (13%) | 3 (14%) | 1 (11%) | 1 (7%) | 0 (0%) |
| Vous les considérez impromptues et les ignorez systématiquement (53) | 19 (11%) | 19 (8%) | 7 (6%) | 0 (0%) | 2 (14%) | 1 (13%) | 5 (24%) | 0 (0%) | 0 (0%) | 0 (0%) |
| (115) | 30 (17%) | 37 (16%) | 21 (17%) | 18 (42%) | 3 (21%) | 3 (38%) | 2 (10%) | 0 (0%) | 1 (7%) | 0 (0%) |
| Vous y répondez systématiquement (53) | 8 (5%) | 19 (8%) | 15 (12%) | 2 (5%) | 1 (7%) | 0 (0%) | 2 (10%) | 1 (11%) | 5 (36%) | 0 (0%) |
Rapport aux sollicitations de tiers sur LinkedIn par typologie de participant
| Directeur de la communication (176) | Responsable communication (230) | Chargé de projet communication (124) | Assistant communication (43) | Directeur général (14) | Directeur marketing (8) | Responsable marketing (21) | Attaché de presse (9) | Community manager (14) | Responsable événementiel (1) | |
| Vous les lisez et y répondez fréquemment, dès qu’elles sont pertinentes (206) | 69 (39%) | 78 (34%) | 31 (25%) | 7 (16%) | 6 (43%) | 2 (25%) | 8 (38%) | 2 (22%) | 3 (21%) | 0 (0%) |
| Vous les lisez et n’y répondez que rarement (138) | 37 (21%) | 48 (21%) | 27 (22%) | 6 (14%) | 2 (14%) | 5 (63%) | 6 (29%) | 2 (22%) | 4 (29%) | 1 (100%) |
| (175) | 36 (20%) | 59 (26%) | 45 (36%) | 20 (47%) | 3 (21%) | 0 (0%) | 1 (5%) | 4 (44%) | 7 (50%) | 0 (0%) |
| Vous les considérez impromptues et les ignorez systématiquement (40) | 11 (6%) | 16 (7%) | 6 (5%) | 6 (14%) | 0 (0%) | 0 (0%) | 1 (5%) | 0 (0%) | 0 (0%) | 0 (0%) |
| Vous les lisez sans y répondre (49) | 15 (9%) | 16 (7%) | 9 (7%) | 4 (9%) | 1 (7%) | 1 (13%) | 3 (14%) | 0 (0%) | 0 (0%) | 0 (0%) |
| Vous y répondez systématiquement (32) | 8 (5%) | 13 (6%) | 6 (5%) | 0 (0%) | 2 (14%) | 0 (0%) | 2 (10%) | 1 (11%) | 0 (0%) | 0 (0%) |
Réseaux sociaux utilisés pour veille
| Directeur de la communication (176) | Responsable communication (230) | Chargé de projet communication (124) | Assistant communication (43) | Directeur général (14) | Directeur marketing (8) | Responsable marketing (21) | Attaché de presse (9) | Community manager (14) | Responsable événementiel (1) | |
| google+ (109) | 29 (16%) | 33 (14%) | 27 (22%) | 5 (12%) | 2 (14%) | 1 (13%) | 5 (24%) | 2 (22%) | 5 (36%) | – |
| facebook (350) | 87 (49%) | 123 (53%) | 78 (63%) | 24 (56%) | 5 (36%) | 3 (38%) | 14 (67%) | 6 (67%) | 10 (71%) | – |
| slideshare (70) | 21 (12%) | 33 (14%) | 7 (6%) | – | 2 (14%) | – | 3 (14%) | – | 3 (21%) | 1 (100%) |
| pinterest (73) | 15 (9%) | 24 (10%) | 20 (16%) | 6 (14%) | 1 (7%) | 1 (13%) | 4 (19%) | – | 2 (14%) | – |
| vimeo (37) | 10 (6%) | 12 (5%) | 10 (8%) | 1 (2%) | – | 1 (13%) | 2 (10%) | – | 1 (7%) | – |
| instagram (19) | 1 (1%) | 8 (3%) | 6 (5%) | 1 (2%) | – | – | 1 (5%) | – | 2 (14%) | – |
| behance (2) | 1 (1%) | – | 1 (1%) | – | – | – | – | – | – | – |
| tumblr (3) | 1 (1%) | 1 (0%) | 1 (1%) | – | – | – | – | – | – | – |
| flickr (26) | 7 (4%) | 7 (3%) | 7 (6%) | 2 (5%) | – | – | 2 (10%) | – | 1 (7%) | – |
| youtube (12) | 3 (2%) | 2 (1%) | 4 (3%) | 1 (2%) | – | – | 1 (5%) | – | 1 (7%) | – |
| viadeo (23) | 4 (2%) | 11 (5%) | 4 (3%) | 3 (7%) | – | – | 1 (5%) | – | – | – |
| vine (1) | – | – | – | – | – | – | – | – | 1 (7%) | – |
| line (1) | – | – | – | – | – | – | – | – | 1 (7%) | – |
| snapchat (1) | – | – | – | – | – | – | – | – | 1 (7%) | – |
| pheed (1) | – | – | – | – | – | – | – | – | 1 (7%) | – |
| soundcloud (1) | – | – | – | – | – | – | – | – | 1 (7%) | – |
| scoop.it (5) | 1 (1%) | 3 (1%) | 1 (1%) | – | – | – | – | – | – | – |
| aucun (7) | 1 (1%) | 2 (1%) | – | 1 (2%) | – | 1 (13%) | 1 (5%) | 1 (11%) | – | – |
| factiva (1) | 1 (1%) | – | – | – | – | – | – | – | – | – |
| linkedin (1) | – | – | 1 (1%) | – | – | – | – | – | – | – |
Réseaux sociaux utilisés pour concurrence
| Directeur de la communication (176) | Responsable communication (230) | Chargé de projet communication (124) | Assistant communication (43) | Directeur général (14) | Directeur marketing (8) | Responsable marketing (21) | Attaché de presse (9) | Community manager (14) | Responsable événementiel (1) | |
| google+ (108) | 24 (14%) | 37 (16%) | 23 (19%) | 6 (14%) | 2 (14%) | 2 (25%) | 5 (24%) | – | 9 (64%) | – |
| facebook (331) | 85 (48%) | 116 (50%) | 77 (62%) | 18 (42%) | 5 (36%) | 2 (25%) | 12 (57%) | 5 (56%) | 11 (79%) | – |
| slideshare (41) | 14 (8%) | 15 (7%) | 5 (4%) | – | 1 (7%) | 1 (13%) | 2 (10%) | – | 3 (21%) | – |
| pinterest (63) | 11 (6%) | 26 (11%) | 12 (10%) | 4 (9%) | 1 (7%) | 1 (13%) | 3 (14%) | – | 5 (36%) | – |
| instagram (20) | 2 (1%) | 10 (4%) | 5 (4%) | 1 (2%) | – | – | 1 (5%) | – | 1 (7%) | – |
| vimeo (24) | 6 (3%) | 7 (3%) | 6 (5%) | 1 (2%) | – | 1 (13%) | 1 (5%) | – | 2 (14%) | – |
| flickr (26) | 5 (3%) | 7 (3%) | 9 (7%) | 3 (7%) | – | – | 1 (5%) | – | 1 (7%) | – |
| behance (2) | 1 (1%) | – | 1 (1%) | – | – | – | – | – | – | – |
| youtube (15) | 2 (1%) | 4 (2%) | 6 (5%) | – | – | – | 1 (5%) | – | 2 (14%) | – |
| viadeo (11) | 4 (2%) | 2 (1%) | 1 (1%) | 2 (5%) | – | 1 (13%) | 1 (5%) | – | – | – |
| vine (1) | – | – | – | – | – | – | – | – | 1 (7%) | – |
| line (1) | – | – | – | – | – | – | – | – | 1 (7%) | – |
| snapchat (1) | – | – | – | – | – | – | – | – | 1 (7%) | – |
| pheed (1) | – | – | – | – | – | – | – | – | 1 (7%) | – |
| soundcloud (1) | – | – | – | – | – | – | – | – | 1 (7%) | – |
| tumblr (4) | 1 (1%) | 1 (0%) | 2 (2%) | – | – | – | – | – | – | – |
| aucun (8) | 2 (1%) | 1 (0%) | – | 2 (5%) | – | 1 (13%) | 1 (5%) | 1 (11%) | – | – |
| twitter (1) | – | 1 (0%) | – | – | – | – | – | – | – | – |
| scoop.it (1) | – | 1 (0%) | – | – | – | – | – | – | – | – |
| linkedin (1) | – | – | 1 (1%) | – | – | – | – | – | – | – |
| dailymotion (1) | – | – | 1 (1%) | – | – | – | – | – | – | – |
Réseaux sociaux utilisés pour sourcing
| Directeur de la communication (176) | Responsable communication (230) | Chargé de projet communication (124) | Assistant communication (43) | Directeur général (14) | Directeur marketing (8) | Responsable marketing (21) | Attaché de presse (9) | Community manager (14) | Responsable événementiel (1) | |
| facebook (176) | 43 (24%) | 48 (21%) | 47 (38%) | 14 (33%) | 3 (21%) | 1 (13%) | 7 (33%) | 5 (56%) | 8 (57%) | – |
| google+ (70) | 18 (10%) | 18 (8%) | 19 (15%) | 4 (9%) | 1 (7%) | – | 4 (19%) | 2 (22%) | 4 (29%) | – |
| slideshare (27) | 6 (3%) | 8 (3%) | 5 (4%) | – | 1 (7%) | – | 3 (14%) | 1 (11%) | 3 (21%) | – |
| flickr (10) | 3 (2%) | 2 (1%) | 4 (3%) | 1 (2%) | – | – | – | – | – | – |
| vimeo (15) | 4 (2%) | 5 (2%) | 3 (2%) | 1 (2%) | – | – | 1 (5%) | – | 1 (7%) | – |
| pinterest (24) | 3 (2%) | 6 (3%) | 8 (6%) | 3 (7%) | – | – | 2 (10%) | – | 2 (14%) | – |
| aucun (17) | 4 (2%) | 6 (3%) | 1 (1%) | 1 (2%) | – | 2 (25%) | 2 (10%) | 1 (11%) | – | – |
| viadeo (18) | 4 (2%) | 9 (4%) | 2 (2%) | 2 (5%) | – | – | 1 (5%) | – | – | – |
| behance (2) | – | 1 (0%) | 1 (1%) | – | – | – | – | – | – | – |
| instagram (4) | – | 1 (0%) | – | – | – | 1 (13%) | 1 (5%) | – | 1 (7%) | – |
| youtube (4) | 1 (1%) | 1 (0%) | – | – | – | – | 1 (5%) | – | 1 (7%) | – |
| vine (1) | – | – | – | – | – | – | – | – | 1 (7%) | – |
| line (1) | – | – | – | – | – | – | – | – | 1 (7%) | – |
| snapchat (1) | – | – | – | – | – | – | – | – | 1 (7%) | – |
| pheed (1) | – | – | – | – | – | – | – | – | 1 (7%) | – |
| soundcloud (1) | – | – | – | – | – | – | – | – | 1 (7%) | – |
| scoop.it (2) | – | 2 (1%) | – | – | – | – | – | – | – | – |
| linkedin (3) | 1 (1%) | 1 (0%) | 1 (1%) | – | – | – | – | – | – | – |
Réseaux sociaux utilisés pour recrutement
| Directeur de la communication (176) | Responsable communication (230) | Chargé de projet communication (124) | Assistant communication (43) | Directeur général (14) | Directeur marketing (8) | Responsable marketing (21) | Attaché de presse (9) | Community manager (14) | Responsable événementiel (1) | |
| facebook (123) | 46 (26%) | 33 (14%) | 28 (23%) | 8 (19%) | 3 (21%) | 1 (13%) | 3 (14%) | 1 (11%) | – | – |
| twitter (1) | – | 1 (0%) | – | – | – | – | – | – | – | – |
| vimeo (9) | 4 (2%) | 3 (1%) | 2 (2%) | – | – | – | – | – | – | – |
| viadeo (40) | 10 (6%) | 14 (6%) | 7 (6%) | 4 (9%) | 1 (7%) | 1 (13%) | 2 (10%) | – | 1 (7%) | – |
| aucun (14) | 3 (2%) | 6 (3%) | – | 1 (2%) | – | 1 (13%) | 1 (5%) | 1 (11%) | 1 (7%) | – |
| google+ (19) | 7 (4%) | 5 (2%) | 6 (5%) | 1 (2%) | – | – | – | – | – | – |
| pinterest (6) | 2 (1%) | 2 (1%) | 2 (2%) | – | – | – | – | – | – | – |
| slideshare (5) | 3 (2%) | 1 (0%) | 1 (1%) | – | – | – | – | – | – | – |
| linkedin (11) | 3 (2%) | 4 (2%) | 3 (2%) | – | – | – | 1 (5%) | – | – | – |
| instagram (2) | – | – | 1 (1%) | – | – | 1 (13%) | – | – | – | – |
| flickr (3) | 1 (1%) | – | 2 (2%) | – | – | – | – | – | – | – |
Réseaux sociaux utilisés pour rp
| Directeur de la communication (176) | Responsable communication (230) | Chargé de projet communication (124) | Assistant communication (43) | Directeur général (14) | Directeur marketing (8) | Responsable marketing (21) | Attaché de presse (9) | Community manager (14) | Responsable événementiel (1) | |
| facebook (306) | 91 (52%) | 97 (42%) | 68 (55%) | 21 (49%) | 7 (50%) | 1 (13%) | 9 (43%) | 6 (67%) | 6 (43%) | – |
| google+ (88) | 28 (16%) | 29 (13%) | 18 (15%) | 4 (9%) | 2 (14%) | – | 2 (10%) | 1 (11%) | 4 (29%) | – |
| slideshare (19) | 7 (4%) | 7 (3%) | 1 (1%) | 1 (2%) | 1 (7%) | – | 1 (5%) | – | 1 (7%) | – |
| twitter (5) | – | 4 (2%) | 1 (1%) | – | – | – | – | – | – | – |
| instagram (8) | 3 (2%) | 2 (1%) | 2 (2%) | – | – | – | 1 (5%) | – | – | – |
| flickr (26) | 9 (5%) | 5 (2%) | 9 (7%) | 1 (2%) | – | – | 1 (5%) | 1 (11%) | – | – |
| scoop.it (3) | – | 2 (1%) | 1 (1%) | – | – | – | – | – | – | – |
| pinterest (40) | 12 (7%) | 12 (5%) | 9 (7%) | 3 (7%) | – | – | 2 (10%) | – | 2 (14%) | – |
| vimeo (14) | 5 (3%) | 5 (2%) | 2 (2%) | 1 (2%) | – | – | 1 (5%) | – | – | – |
| viadeo (11) | 1 (1%) | 5 (2%) | 2 (2%) | 2 (5%) | – | – | 1 (5%) | – | – | – |
| youtube (9) | 3 (2%) | 2 (1%) | 2 (2%) | – | – | – | 1 (5%) | 1 (11%) | – | – |
| aucun (9) | 2 (1%) | 1 (0%) | – | 1 (2%) | – | 2 (25%) | 2 (10%) | 1 (11%) | – | – |
| tumblr (1) | 1 (1%) | – | – | – | – | – | – | – | – | – |
| issuu (1) | – | 1 (0%) | – | – | – | – | – | – | – | – |
| linkedin (1) | – | – | 1 (1%) | – | – | – | – | – | – | – |
| dailymotion (1) | – | – | 1 (1%) | – | – | – | – | – | – | – |
Réseaux sociaux où les sollicitations de tiers sont les plus instrusives
| Directeur de la communication (176) | Responsable communication (230) | Chargé de projet communication (124) | Assistant communication (43) | Directeur général (14) | Directeur marketing (8) | Responsable marketing (21) | Attaché de presse (9) | Community manager (14) | Responsable événementiel (1) | |
| facebook (241) | 72 (41%) | 81 (35%) | 51 (41%) | 11 (26%) | 3 (21%) | 4 (50%) | 7 (33%) | 5 (56%) | 7 (50%) | – |
| vimeo (10) | 4 (2%) | 4 (2%) | 1 (1%) | 1 (2%) | – | – | – | – | – | – |
| google+ (27) | 10 (6%) | 5 (2%) | 5 (4%) | 3 (7%) | – | – | 4 (19%) | – | – | – |
| aucun (5) | – | 1 (0%) | – | 1 (2%) | – | 1 (13%) | 1 (5%) | 1 (11%) | – | – |
| pinterest (7) | – | 4 (2%) | – | 1 (2%) | – | – | 2 (10%) | – | – | – |
| twitter (5) | – | 1 (0%) | 4 (3%) | – | – | – | – | – | – | – |
| instagram (1) | – | – | 1 (1%) | – | – | – | – | – | – | – |
| viadeo (15) | 1 (1%) | 10 (4%) | 2 (2%) | 1 (2%) | – | 1 (13%) | – | – | – | – |
| nsp (1) | – | 1 (0%) | – | – | – | – | – | – | – | – |
| linkedin (12) | 2 (1%) | 7 (3%) | – | 2 (5%) | – | – | – | – | 1 (7%) | – |
| slideshare (2) | 1 (1%) | 1 (0%) | – | – | – | – | – | – | – | – |
| flickr (4) | – | 1 (0%) | 2 (2%) | – | – | – | 1 (5%) | – | – | – |
| behance (1) | – | 1 (0%) | – | – | – | – | – | – | – | – |
| youtube (1) | – | – | – | – | – | – | – | – | 1 (7%) | – |
| tous (1) | – | 1 (0%) | – | – | – | – | – | – | – | – |
Réseaux sociaux où les sollicitations de tiers sont les moins instrusives
| Directeur de la communication (176) | Responsable communication (230) | Chargé de projet communication (124) | Assistant communication (43) | Directeur général (14) | Directeur marketing (8) | Responsable marketing (21) | Attaché de presse (9) | Community manager (14) | Responsable événementiel (1) | |
| slideshare (28) | 14 (8%) | 8 (3%) | 4 (3%) | – | – | – | 2 (10%) | – | – | – |
| behance (6) | 3 (2%) | – | 2 (2%) | – | – | – | 1 (5%) | – | – | – |
| google+ (48) | 10 (6%) | 15 (7%) | 13 (10%) | 3 (7%) | – | – | 1 (5%) | 1 (11%) | 5 (36%) | – |
| facebook (63) | 16 (9%) | 20 (9%) | 16 (13%) | 7 (16%) | 2 (14%) | – | 1 (5%) | 1 (11%) | – | – |
| vimeo (21) | 5 (3%) | 7 (3%) | 5 (4%) | – | – | 1 (13%) | 3 (14%) | – | – | – |
| pinterest (43) | 7 (4%) | 14 (6%) | 15 (12%) | 4 (9%) | 1 (7%) | – | 1 (5%) | – | 1 (7%) | – |
| aucun (7) | 1 (1%) | 2 (1%) | – | 1 (2%) | – | 2 (25%) | 1 (5%) | – | – | – |
| flickr (14) | 3 (2%) | 4 (2%) | 5 (4%) | 2 (5%) | – | – | – | – | – | – |
| viadeo (7) | 1 (1%) | 4 (2%) | – | 1 (2%) | – | – | 1 (5%) | – | – | – |
| nsp (1) | – | 1 (0%) | – | – | – | – | – | – | – | – |
| youtube (2) | – | 1 (0%) | – | – | – | – | 1 (5%) | – | – | – |
| linkedin (6) | 3 (2%) | 1 (0%) | 1 (1%) | – | – | – | 1 (5%) | – | – | – |
| instagram (6) | – | 4 (2%) | 2 (2%) | – | – | – | – | – | – | – |
| twitter (3) | – | 1 (0%) | – | 1 (2%) | – | – | – | – | 1 (7%) | – |
| tumblr (1) | – | – | 1 (1%) | – | – | – | – | – | – | – |
Réseaux sociaux utilisés par segment décisionnaire
| Segment | Fonction | twitter (422) | linkedin (325) | facebook (449) | google+ (173) | pinterest (110) | slideshare (70) | vimeo (68) | viadeo (69) | flickr (70) | instagram (42) | youtube (58) | tumblr (7) | dailymotion (11) | vine (6) |
| Prioritaire | Directeur de la communication | 129 (73%) | 118 (67%) | 134 (76%) | 54 (31%) | 28 (16%) | 20 (11%) | 19 (11%) | 15 (9%) | 16 (9%) | 7 (4%) | 14 (8%) | 2 (1%) | 2 (1%) | 1 (1%) |
| Prioritaire | Directeur général | 5 (36%) | 9 (64%) | 8 (57%) | 3 (21%) | 1 (7%) | 2 (14%) | 2 (14%) | 1 (7%) | 1 (7%) | 1 (7%) | 1 (7%) | 0 (0%) | 0 (0%) | 0 (0%) |
| Prioritaire | Directeur marketing | 2 (25%) | 6 (75%) | 5 (63%) | 2 (25%) | 1 (13%) | 0 (0%) | 0 (0%) | 2 (25%) | 0 (0%) | 1 (13%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) |
| Secondaire | Responsable communication | 163 (71%) | 124 (54%) | 170 (74%) | 60 (26%) | 47 (20%) | 33 (14%) | 30 (13%) | 32 (14%) | 26 (11%) | 18 (8%) | 18 (8%) | 1 (0%) | 6 (3%) | 1 (0%) |
| Secondaire | Responsable marketing | 14 (67%) | 12 (57%) | 15 (71%) | 7 (33%) | 6 (29%) | 3 (14%) | 1 (5%) | 5 (24%) | 4 (19%) | 1 (5%) | 1 (5%) | 0 (0%) | 0 (0%) | 0 (0%) |
| Secondaire | Chargé de projet communication | 96 (77%) | 51 (41%) | 103 (83%) | 37 (30%) | 22 (18%) | 7 (6%) | 15 (12%) | 14 (11%) | 18 (15%) | 12 (10%) | 21 (17%) | 4 (3%) | 3 (2%) | 2 (2%) |
| Complémentaire | Community manager | 13 (93%) | 5 (36%) | 14 (100%) | 10 (71%) | 5 (36%) | 5 (36%) | 1 (7%) | 0 (0%) | 5 (36%) | 2 (14%) | 3 (21%) | 0 (0%) | 0 (0%) | 2 (14%) |
Réseaux sociaux où les sollicitations extérieures sont les moins intrusives par segment décisionnaire
| Segment | Fonction | slideshare (28) | behance (6) | google+ (44) | facebook (55) | vimeo (21) | pinterest (39) | flickr (12) | viadeo (6) | linkedin (6) | instagram (6) |
| Prioritaire | Directeur de la communication | 14 (8%) | 3 (2%) | 10 (6%) | 16 (9%) | 5 (3%) | 7 (4%) | 3 (2%) | 1 (1%) | 3 (2%) | 0 (0%) |
| Prioritaire | Directeur général | 0 (0%) | 0 (0%) | 0 (0%) | 2 (14%) | 0 (0%) | 1 (7%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) |
| Prioritaire | Directeur marketing | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) | 1 (13%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) |
| Secondaire | Responsable communication | 8 (3%) | 0 (0%) | 15 (7%) | 20 (9%) | 7 (3%) | 14 (6%) | 4 (2%) | 4 (2%) | 1 (0%) | 4 (2%) |
| Secondaire | Responsable marketing | 2 (10%) | 1 (5%) | 1 (5%) | 1 (5%) | 3 (14%) | 1 (5%) | 0 (0%) | 1 (5%) | 1 (5%) | 0 (0%) |
| Secondaire | Chargé de projet communication | 4 (3%) | 2 (2%) | 13 (10%) | 16 (13%) | 5 (4%) | 15 (12%) | 5 (4%) | 0 (0%) | 1 (1%) | 2 (2%) |
| Complémentaire | Community manager | 0 (0%) | 0 (0%) | 5 (36%) | 0 (0%) | 0 (0%) | 1 (7%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) |
Réseaux sociaux où les sollicitations extérieures sont les plus intrusives par segment décisionnaire
| Segment | Fonction | facebook (225) | vimeo (9) | google+ (24) | viadeo (14) | pinterest (6) | linkedin (10) |
| Prioritaire | Directeur de la communication | 72 (41%) | 4 (2%) | 10 (6%) | 1 (1%) | 0 (0%) | 2 (1%) |
| Prioritaire | Directeur général | 3 (21%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) |
| Prioritaire | Directeur marketing | 4 (50%) | 0 (0%) | 0 (0%) | 1 (13%) | 0 (0%) | 0 (0%) |
| Secondaire | Responsable communication | 81 (35%) | 4 (2%) | 5 (2%) | 10 (4%) | 4 (2%) | 7 (3%) |
| Secondaire | Responsable marketing | 7 (33%) | 0 (0%) | 4 (19%) | 0 (0%) | 2 (10%) | 0 (0%) |
| Secondaire | Chargé de projet communication | 51 (41%) | 1 (1%) | 5 (4%) | 2 (2%) | 0 (0%) | 0 (0%) |
| Complémentaire | Community manager | 7 (50%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) | 1 (7%) |
Sollicitations sur Twitter par segment décisionnaire
| Segment | Fonction | Vous les considérez impromptues et les ignorez systématiquement | Vous les lisez sans y répondre | Vous les lisez et n’y répondez que rarement | Vous les lisez et y répondez fréquemment, dès qu’elles sont pertinentes | Vous y répondez systématiquement |
| Prioritaire | Directeur de la communication | 19 (11%) | 29 (16%) | 41 (23%) | 49 (28%) | 8 (5%) |
| Prioritaire | Directeur général | 2 (14%) | 3 (21%) | 4 (29%) | 1 (7%) | 1 (7%) |
| Prioritaire | Directeur marketing | 1 (13%) | 1 (13%) | 2 (25%) | 1 (13%) | 0 (0%) |
| Secondaire | Responsable communication | 19 (8%) | 41 (18%) | 53 (23%) | 61 (27%) | 19 (8%) |
| Secondaire | Responsable marketing | 5 (24%) | 3 (14%) | 3 (14%) | 6 (29%) | 2 (10%) |
| Secondaire | Chargé de projet communication | 7 (6%) | 20 (16%) | 23 (19%) | 38 (31%) | 15 (12%) |
| Complémentaire | Community manager | 0 (0%) | 1 (7%) | 1 (7%) | 6 (43%) | 5 (36%) |
Sollicitations sur LinkedIn par segment décisionnaire
| Segment | Fonction | Vous les considérez impromptues et les ignorez systématiquement | Vous les lisez sans y répondre | Vous les lisez et n’y répondez que rarement | Vous les lisez et y répondez fréquemment, dès qu’elles sont pertinentes | Vous y répondez systématiquement |
| Prioritaire | Directeur de la communication | 11 (6%) | 15 (9%) | 37 (21%) | 69 (39%) | 8 (5%) |
| Prioritaire | Directeur général | 0 (0%) | 1 (7%) | 2 (14%) | 6 (43%) | 2 (14%) |
| Prioritaire | Directeur marketing | 0 (0%) | 1 (13%) | 5 (63%) | 2 (25%) | 0 (0%) |
| Secondaire | Responsable communication | 16 (7%) | 16 (7%) | 48 (21%) | 78 (34%) | 13 (6%) |
| Secondaire | Responsable marketing | 1 (5%) | 3 (14%) | 6 (29%) | 8 (38%) | 2 (10%) |
| Secondaire | Chargé de projet communication | 6 (5%) | 9 (7%) | 27 (22%) | 31 (25%) | 6 (5%) |
| Complémentaire | Community manager | 0 (0%) | 0 (0%) | 4 (29%) | 3 (21%) | 0 (0%) |