By Hervé Kabla,François Laurent

ISBN-10: 2918866652

ISBN-13: 9782918866657

Contributeurs: Hervé PEPIN, Gérard HAAS, Jacques FROISSANT, Frank ROSENTHAL, Daniel BO, Philippe GERARD et Nathalie VAN LAETHEM, Emmanuel MIGNOT, Sophie CALLIES, Frédéric CANEVET, Yan CLAEYSSEN, Hervé GONAY et Philippe GUIHENEUC, Emmanuel FRAYSSE, Julien MECHIN, Emilie OGEZ, Jean-Marc GOACHET
 
Les médias sociaux, on en parle beaucoup, peut-être parfois trop, en B2C alors que bien souvent, c’est en B2B que se rencontrent les vraies opportunités : mais là, marketers et dealers se montrent frileux comme si échanger sur le internet social avec des consumers et customers n’était pas assez sérieux à leurs yeux.
Et en agissant ainsi, ils passent à côté de nouvelles resources de enterprise : il est temps de réconcilier B2B et médias sociaux.

  Blogueur et polytechnicien, Hervé Kabla est le directeur général de l’agence Be Angels, qui accompagne de nombreuses entreprises B2B et B2C dans l’élaboration de leur stratégie de conversation digitale, et leur mise en oeuvre sur les médias sociaux. Hervé co-préside également l’association Media Aces, et a publié le best-seller « Les médias sociaux expliqués à mon boss » avec Yann Gourvennec (Hub Awards 2012 du livre advertising and marketing le plus influent).

François Laurent est co-président de l’ADETEM et directeur de ConsumerInsight.
Après une carrière dans l. a. conversation, l’optimisation médias, les études advertising and marketing et enfin chez l’annonceur, il s’est très tôt intéressé au nouveau advertising et aux médias sociaux au travers d’ouvrages comme advertising and marketing 2.0 :
« L’intelligence collective » (M21 variants – 2008) et « Les médias sociaux, sans bla bla » (Editions Kawa – 2012).
 

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