{"id":2129,"date":"2024-06-17T13:14:24","date_gmt":"2024-06-17T11:14:24","guid":{"rendered":"https:\/\/dusens.group\/?post_type=the-sixth&#038;p=2129"},"modified":"2024-11-15T16:56:58","modified_gmt":"2024-11-15T14:56:58","slug":"le-social-listening-et-lexploitation-de-la-data","status":"publish","type":"the-sixth","link":"https:\/\/dusens.group\/fr\/the-sixth\/le-social-listening-et-lexploitation-de-la-data\/","title":{"rendered":"Le social listening et l&rsquo;exploitation de la data"},"content":{"rendered":"\n\n<div data-logocolor=\"white\" class=\"cp-sixth-herobanner teq-container banner max-w-full relative pt-[98px]     \" >\n    <div class=\"teq-grid\">\n        <div class=\"col-span-24 mt-[140px] lg:mt-20 mb-10 cp-breadcrumb  font-shoene hidden lg:grid\">\n            <nav class=\"breadcrumb\">\n            <span><span><a href=\"https:\/\/dusens.group\/fr\/\">Accueil<\/a><\/span><\/span>        <\/nav>\n    <\/div>\n    <\/div>\n    <div class=\"teq-grid\">\n        <div class=\"col-span-6 md:col-span-12 lg:col-span-11 lg:col-start-3   my-auto\">\n            <div class=\"tags-share flex gap-4 items-center justify-between\">\n                <!-- Taxo Th\u00e8mes -->\n                <ul class=\"flex gap-4 font-semibold font-soehne text-xs taxos \">\n                                                                        <li class=\"uppercase square-before \">Insight<\/li>\n                                                                                                                    <li class=\"uppercase square-before \">News<\/li>\n                                                            <\/ul>\n\n                <!-- Share -->\n                <div class=\"share-wrapper white desktop-only flex gap-6\">\n                    <div class=\"share-part flex gap-1 cursor-pointer relative\">\n                        <div class=\"share-part-inner flex gap-1 items-center\">\n                            <div class=\"relative share-label-wrapper\">\n                                <p class=\"label-inner\">Share<\/p>\n                                <div class=\"share-list mt-3 mt-lg-0 height-100 absolute\">\n                                    <div class=\"flex gap-0 align-center\">\n                                        <a target=\"_blank\"\n                                            href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fdusens.group%2Ffr%2Fthe-sixth%2Fle-social-listening-et-lexploitation-de-la-data%2F\"\n                                            onclick=\"window.open(this.href, 'mywin', 'left=20,top=20,width=500,height=500,toolbar=1,resizable=0'); 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return false;\"\n                                            class=\"txt-0 share-btn anim-ltr white\"\n                                            tabindex=\"-1\"\n                                            aria-label=\"\">\n                                            <svg class=\"icon-facebook\">\n                                                <use xlink:href=\"#icon-facebook\"><\/use>\n                                            <\/svg>\n                                        <\/a>\n                                    <\/div>\n                                <\/div>\n                            <\/div>\n                            <svg class=\"icon-share-white\">\n                                <use xlink:href=\"#icon-share-white\"><\/use>\n                            <\/svg>\n                        <\/div>\n                    <\/div>\n\n                    <div class=\"copy-url-part flex gap-1 items-center cursor-pointer\">\n                        <p class=\"copy-label anim-ltr white\">\n                            Copier l&rsquo;URL                        <\/p>\n                        <p class=\"copied-label anim-ltr white\">\n                             Copi\u00e9e !                        <\/p>\n                        <svg class=\"icon-copy-white\">\n                            <use xlink:href=\"#icon-copy-white\"><\/use>\n                        <\/svg>\n                    <\/div>\n                <\/div>\n            <\/div>\n\n                            <h1 class=\"font-signifier text-[40px] leading-[44px] lg:text-[56px] lg:leading-[64px] mt-6 lg:mt-7 title\">\n                    <p>Le social listening et l&rsquo;exploitation de la data<\/p>\n                <\/h1>\n            \n            <!-- Desktop -->\n            <div class=\"hidden lg:flex gap-6  text-[16px] leading-[20px] my-6  \">\n                                    <span class=\"date\">\n                        17 juin 2024                    <\/span>\n                \n                <!-- Taxo reading-time  -->\n                                                            <div class=\"flex items-center gap-2 time\">\n                            <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                            <\/svg>\n                            2 min                        <\/div>\n                                    \n\n                                    <span class=\"author\">\n                        Marjolaine Avenoso                    <\/span>\n                            <\/div>\n\n                            <div class=\"description text-base lg:text-[20px] leading-[26px] lg:leading-[32px] font-soehne mt-6 lg:mt-0\">\n                    <p>Les audiences attendent des marques qu&rsquo;elle une certaine clairvoyance et consid\u00e9ration sur leurs besoins et le contexte environnant. Gr\u00e2ce au social listening, il est possible d&rsquo;identifier le rapport r\u00e9el des publics \u00e0 un secteur ou une th\u00e9matique. En d\u00e9cryptant ces conversations mouvantes, la marque peut d\u00e9tecter des opportunit\u00e9s in\u00e9dites pour sa communication et son business. Chez Dusens, cette \u00e9coute active des audiences nourrit l&rsquo;ensemble de nos expertises, de la strat\u00e9gie \u00e9ditoriale \u00e0 l&rsquo;UX, pour proposer des exp\u00e9riences toujours plus pertinentes.<\/p>\n                <\/div>\n                    <\/div>\n\n            <!-- Mobile share modal -->\n            <div class=\"share-wrapper mobile-only flex gap-1 cursor-pointer relative mt-4 mb-2 items-center\">\n                <svg class=\"icon-share-white\">\n                    <use xlink:href=\"#icon-share-white\"><\/use>\n                <\/svg>\n                <p class=\"label\"> partager <\/p>\n            <\/div>\n\n        <!-- <picture class=\"w-full h-auto lg:absolute opacity-0 lg:-bottom-[128px]\" -->\n        <div class=\"col-span-6 md:col-span-12 lg:col-[16_\/_span_8] py-6 lg:py-0\">\n                            <picture class=\"w-full h-auto\"\n                    style=\"\n                        mask-image: url(https:\/\/dusens.group\/app\/themes\/teq-theme\/assets\/images\/sixth-mask.svg);\n                        mask-repeat: no-repeat; mask-size: 100% auto;\"\n                >\n                    <source media=\"(max-width: 767px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/cover-social-listening.jpg\" \/>\n                    <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/cover-social-listening.jpg\" \/>\n                    <img decoding=\"async\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/cover-social-listening.jpg\" alt=\"cover-social-listening\" \/>\n                <\/picture>\n                    <\/div>\n\n        <!-- Mobile -->\n        <div class=\"col-span-6 md:col-span-12 flex flex-wrap justify-between gap-6 text-[16px] leading-[20px] lg:hidden\">\n                            <span class=\"date\">\n                    17 juin 2024                <\/span>\n            \n            <!-- Taxo reading-time  -->\n                                                <div class=\"flex items-center gap-2 time\">\n                        <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                            <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                        <\/svg>\n                        2 min                    <\/div>\n                            \n\n                            <span class=\"author\">\n                    Marjolaine Avenoso                <\/span>\n                    <\/div>\n\n    <\/div>\n     \n<\/div>\n\n\n\n<div id=\"\" class=\"teq-container full-screen    \" >\n                        <div class=\"teq-grid\">\n                <div class=\"col-span-6 md:col-span-12 lg:col-span-7 lg:col-start-3 mb-6 lg:mb-0\">\n                                                                <div class=\"w-full mb-6 lg:mb-0\">\n                                \n<div class=\"cp-key-number bg-dazzling p-6 text-dark\" style=\"mask-image: url(https:\/\/dusens.group\/app\/themes\/teq-theme\/assets\/images\/sixth-bottom-mask.png); mask-repeat: no-repeat; mask-size: 100% auto;\">\n\n            <span class=\"number text-[104px] font-medium text-cedar font-soehne leading-none\">\n            70%         <\/span>\n    \n            <div class=\"text-[24px] leading-[31px] font-semibold font-soehne\">\n            des personnes interrog\u00e9es estiment qu\u2019une marque doit r\u00e9pondre \u00e0 des attentes plus humaines, en phase avec la soci\u00e9t\u00e9 qui l&rsquo;entoure.        <\/div>\n    \n            <div class=\"source text-[14px] leading-[22px] font-soehne mt-5 lg:mt-[120px]\">\n            <p>\n                Source :            <\/p>\n\n            <a href=\"https:\/\/www.wearecom.fr\/2022\/03\/les-marques-peuvent-elles-encore-etre-universelles-viavoice-communication-arnaud-zegierman\/\" \n                target=\"_blank\"\n                class=\" decoration-0\">\n                VivaVoice x We Are Com,2022\n                                    <svg width=\"16\" height=\"16\" viewBox=\"0 0 16 16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M10.6582 10.7542L12.2996 10.7683L12.2396 3.75728L5.22855 3.69723L5.24261 5.33868L9.45159 5.37473L3.16902 11.6573L4.33964 12.8279L10.6221 6.54544L10.6582 10.7542Z\" fill=\"#212121\"\/>\n                    <\/svg>\n                            <\/a>\n        <\/div>\n    <\/div>                        <\/div>\n                                    <\/div>\n                                    <div class=\"col-span-6 md:col-span-12 lg:col-span-11 lg:col-start-12 \">\n                        <div class=\"sixth-wyswiwyg\">\n                            <p>Selon une \u00e9tude de 2022 du cabinet Viavoice, pr\u00e8s de 3 personnes sur 4 consid\u00e8rent qu&rsquo;une marque se doit de comprendre ses clients dans leur r\u00e9alit\u00e9. Mais ce n&rsquo;est pas tout : 70% des sond\u00e9s estiment \u00e9galement qu&rsquo;elle doit r\u00e9pondre \u00e0 des attentes plus humaines, en phase avec la soci\u00e9t\u00e9 qui l&rsquo;entoure.<br \/>\nLa marque doit devenir un v\u00e9ritable miroir de son \u00e9poque.<\/p>\n<p>Engager vos audiences gr\u00e2ce au social listening, c&rsquo;est d\u00e9finir une strat\u00e9gie de prise de parole pour rendre votre marque audible et pertinente. Comment ? En identifiant le rapport r\u00e9el des publics \u00e0 un secteur ou une th\u00e9matique. Ainsi, nous ajustons la communication pour devancer leurs attentes et occuper les territoires d&rsquo;expression porteurs.<\/p>\n<p>Certains secteurs connaissent d\u2019ailleurs une \u00e9volution constante des conversations, influenc\u00e9es par les contextes \u00e9conomiques, politiques et sociaux.<\/p>\n<p>Prenons l&rsquo;\u00e9nergie : un march\u00e9 ultra-sensible o\u00f9 les audiences encha\u00eenent les sujets sensibles, de l\u2019envol\u00e9e des prix aux catastrophes climatiques en passant par les nouvelles r\u00e9glementations. C&rsquo;est en d\u00e9cryptant ces conversations mouvantes et les centres d&rsquo;int\u00e9r\u00eat \u00e9mergents que nous pouvons d\u00e9tecter des opportunit\u00e9s in\u00e9dites pour votre communication et votre business.<\/p>\n<p>Chez Dusens, nous cultivons une synergie unique entre nos diff\u00e9rentes expertises. Le social listening n&rsquo;est pas un simple outil de veille, mais une v\u00e9ritable source d&rsquo;inspiration qui irrigue l&rsquo;ensemble de nos processus cr\u00e9atifs et strat\u00e9giques.<\/p>\n<p>Pour des clients embl\u00e9matiques comme Nexans ou Hyvia, nous r\u00e9alisons une veille r\u00e9guli\u00e8re approfondie sur les march\u00e9s de l&rsquo;\u00e9nergie et de l&rsquo;hydrog\u00e8ne. Cette \u00e9coute active nous permet d&rsquo;identifier les tendances \u00e9mergentes et les sujets qui animent les conversations de leurs parties prenantes. Nos social media managers et r\u00e9dacteurs s&rsquo;appuient alors sur ces insights pour ajuster avec agilit\u00e9 leur strat\u00e9gie \u00e9ditoriale et proposer des contenus toujours plus en phase avec l&rsquo;actualit\u00e9.<\/p>\n<p>Le social listening nourrit ainsi beaucoup d\u2019expertises chez Dusens. En UX Research par exemple, la data conversationnelle apporte un \u00e9clairage compl\u00e9mentaire sur le comportement r\u00e9el des utilisateurs : quels sujets les passionnent ? Quelles plateformes captent leur attention ? Ces analyses nourrissent nos r\u00e9flexions pour concevoir des parcours utilisateurs toujours plus intuitifs et engageants, en mettant l&rsquo;accent sur les informations cl\u00e9s.<\/p>\n                        <\/div>\n                    <\/div>\n                            <\/div>\n                <\/div>\n\n<div id=\"block_fbcc24fb3920f48a466ab4fffa7a415a\" class=\"cp-img teq-container    \" >\n        <div class=\"teq-grid\">\n        <figure class=\"col-span-6 md:col-span-20 md:col-start-3\">\n            <div class=\"img-wrapper relative\">\n\n                                    <picture class=\"width-100\">\n                        <source media=\"(max-width: 767px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/Image_L-2-news-social-desktop.jpg\" \/>\n                        <source media=\"(min-width: 768px)\" srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/Image_L-2-news-social-desktop.jpg\" \/>\n                        <img decoding=\"async\" clas=\"\" src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/Image_L-2-news-social-desktop.jpg\" alt=\"Image_L (2)-news-social-desktop\" \/>\n                    <\/picture>\n                \n                \n            <\/div>\n                    <\/figure>\n    <\/div>\n     \n<\/div>\n\n\n\n<div id=\"\" class=\"teq-container full-screen    \" >\n                        <div class=\"teq-grid\">\n                <div class=\"col-span-6 md:col-span-12 lg:col-span-12 lg:col-start-7  \">\n                                            <div class=\"sixth-wyswiwyg\">\n                            <h2>Mais qu&rsquo;en est-il \u00e0 l&rsquo;\u00e8re de l&rsquo;IA ?<\/h2>\n<p>Les IA dans les outils de social listening se d\u00e9veloppent de plus en plus, proposant par exemple une d\u00e9tection des pics de mentions, des synth\u00e8ses de l\u2019activit\u00e9 sur la p\u00e9riode, une analyse plus pr\u00e9cise des sentiments exprim\u00e9s dans les conversations, un rep\u00e9rage des signaux faibles et des termes \u00e9mergents.<\/p>\n<p>L&rsquo;expertise du social listening est donc amen\u00e9e \u00e0 \u00e9voluer avec l&rsquo;aide de l&rsquo;intelligence artificielle g\u00e9n\u00e9rative, offrant de nombreuses opportunit\u00e9s.<\/p>\n<p>Elle permettra une analyse plus pr\u00e9cise des donn\u00e9es, une meilleure compr\u00e9hension des audiences, des interactions plus personnalis\u00e9es et une prise de d\u00e9cision plus \u00e9clair\u00e9e en termes de strat\u00e9gie de contenu.<\/p>\n                        <\/div>\n                                    <\/div>\n            <\/div>\n                <\/div>\n\n\n\n<div data-logocolor=\"white\" class=\"cp-interested teq-container full-screen bg-dark text-white pt-[120px] pb-[160px]    \" >\n\n    <div class=\"teq-grid gap-y-8 lg:gap-y-0\">\n\n                    <div class=\"col-span-6 md:col-span-12 lg:col-span-24 lg:col-start-2 title font-soehne font-semibold text-[40px] lg:text-[80px] leading-none\">\n                <p>Vous serez \u00e9galement<br \/>\nint\u00e9ress\u00e9(e)<\/p>\n            <\/div>\n        \n                                    \n                <a class=\"col-span-6 md:col-span-12 lg:col-span-6 lg:col-start-2 lg:mt-[72px] relative card\"  href=\"https:\/\/dusens.group\/fr\/the-sixth\/la-3d-pour-faire-entrer-lexperience-utilisateur-dans-une-nouvelle-dimension\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Business                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    News                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>La 3D pour faire entrer l&rsquo;exp\u00e9rience utilisateur dans une nouvelle dimension<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                4 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-3d-to-take-the-user-experience-into-a-new-dimension-mob.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-3d-to-take-the-user-experience-into-a-new-dimension.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-3d-to-take-the-user-experience-into-a-new-dimension.jpg\"\n                                    alt=\"thumbnail-3d-to-take-the-user-experience-into-a-new-dimension\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                            \n                <a class=\"col-span-6 md:col-span-12 lg:col-span-6 lg:col-start-9 lg:mt-[150px] relative card\"  href=\"https:\/\/dusens.group\/fr\/the-sixth\/hacker-pour-la-bonne-cause\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Impact                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    Short                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>Hacker pour la bonne cause<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                1 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/cover-hacking-cause.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/cover-hacking-cause.jpg\"\/>\n                            <img decoding=\"async\"\n                                    src=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/cover-hacking-cause.jpg\"\n                                    alt=\"cover-hacking-cause\"\/>\n                        <\/picture>\n                                    \n                    <\/a>                            \n                <a class=\"col-span-6 md:col-span-12 lg:col-[18_\/_span_6] lg:mt-[-130px] relative card\"  href=\"https:\/\/dusens.group\/fr\/the-sixth\/lia-notre-nouveau-terrain-de-jeu\/\">\n                    <div class=\"absolute top-0 w-4\/5 left-0  p-6 contain green\">\n                        <!-- Taxonomies -->\n                        <ul class=\"flex gap-2 font-semibold  text-xs \">\n                                                            <li class=\"uppercase square-before\">\n                                    Explore                                <\/li>\n                                                                                        <li class=\"uppercase square-before\">\n                                    News                                <\/li>\n                                                    <\/ul>\n\n                                                    <div class=\"title font-signifier text-[24px] leading-[26px] text-dazzling pt-4 pb-8\">\n                                <p>L&rsquo;IA, notre nouveau terrain de jeu<\/p>\n                            <\/div>\n                        \n                                                    <div class=\"flex items-center gap-2 time text-[14px] leading-none \">\n                                <svg width=\"14\" height=\"14\" viewBox=\"0 0 14 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"time\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M7 14C10.866 14 14 10.866 14 7C14 3.13401 10.866 0 7 0C3.13401 0 0 3.13401 0 7C0 10.866 3.13401 14 7 14ZM8 6.585V3.00325H6V7.41421L8.29289 9.70711L9.70711 8.29289L8 6.585Z\" \/>\n                                <\/svg>\n                                2 min                            <\/div>\n                                            <\/div>\n\n                                            <picture class=\"width-100\">\n                            <source media=\"(max-width: 767px)\"\n                                    srcset=\"https:\/\/dusens.group\/app\/uploads\/2024\/06\/thumbnail-ai-playground.jpg\"\/>\n                            <source media=\"(min-width: 768px)\"\n                                    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