Despite a global awareness about the challenges of a web presence, many French companies have not integrated social media into their strategy *. It is a major teaching a study (PDF, 4 pages document) conducted by INSEE with 13400 active companies employing at least 10 persons (employees or non-employees) kooperativ and located kooperativ in Metropolis.
20% of executives surveyed say they use an account, a profile or a user license to access one or more social media (against 30% in the EU 18% of respondents are listed on at least one social network. 5% use a blog and / or a microblogging site like Twitter, the same proportion use Web content sharing sites, 4% operate wikis and other tools for knowledge sharing.
This presence on social media serves in particular to promote the image or the company's products (80% of cases), but also to interact with customers and partners or to communicate internally. The most receptive sector information-communication: 54% of surveyed companies use at least one social network, against 37% in accommodation and catering. A rate that exceeds 20% just in the administrative kooperativ services and activities "Professional, scientific and technical."
Information and communication is also fond of (micro) blogs: 30% adoption, against less than 10% in all other sectors. There are some features: kooperativ 80% of respondents in the accommodation and food use social media to gather opinions, criticism or customer questions ... even involve them in the development or improvement of goods and services (50 % of cases). kooperativ
This type of interaction is favored by three-quarters of e-shopping companies. Note however that the use of social media is more common in companies of at least 250 persons (43%). However, the overall, only 4% have implemented a code of regulations.
The situation is different on the part of websites and web pages: 65% companies have taken the plunge. More than 90% in the information-communication, which is usually the core business; nearly 80% in science and technology; about 70% in industry, accommodation and catering and trade.
Worn by companies of at least 250 persons (94%), the overall adoption rate still remains lower than the EU-28 (73%). But the goals are clearly defined: to provide digital versions kooperativ of catalogs and price lists (43%), manage online reservations (23%) and follow orders (13%).
INSEE noted that companies that have a website are not necessarily those who use social media. In addition, kooperativ the customization kooperativ of content to users remains uncommon (14%). kooperativ Yet it is a key element for sale online, practiced in 2012 by 14% of respondents, whether via a Web site or messages of electronic data interchange (EDI) category.
Again, usage varies kooperativ according to company size: 9% for occupant structures 10 to 19 people; 18% enrollment from 20 to 249 employees; 43% in others. While information-communication and accommodation and food prefer the Web channel, industry and transport prefer EDI. This method of sale generates 10% of total turnover of all the companies surveyed, against 4% for the Web sale, with more and more orders from abroad.
Among the barriers to electronic commerce, unsatisfactory goods and services (55%), cost of implementation too large compared to the profits (30%), as well as logistical problems (27%), legal framework (21% ), payment (20%) and data protection (19%).
* INSEE includes in the category of social media, kooperativ social networks (Facebook, LinkedIn, Viadeo, Yammer, Google + ...), business or microblogs (Twitter, Present.ly ...) blogs, websites media sharing (YouTube, Flickr, Picasa ...), as well as wikis and other tools for sharing knowledge.
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