{"id":4606,"date":"2019-05-16T17:13:50","date_gmt":"2019-05-16T15:13:50","guid":{"rendered":"https:\/\/www.wojo.com\/blog\/?p=4606"},"modified":"2025-08-28T16:44:39","modified_gmt":"2025-08-28T14:44:39","slug":"bolero-chez-wojo-vivatech-quatre-piliers-leadership-digital","status":"publish","type":"post","link":"https:\/\/www.wojo.com\/blog\/fr\/entre-boites\/bolero-chez-wojo-vivatech-quatre-piliers-leadership-digital\/","title":{"rendered":"VivaTech - Bolero : les quatre piliers du leadership digital"},"content":{"rendered":"<p><!-- wp:paragraph --><\/p>\n<p><strong>VivaTech, jeudi 16 mai\u00a0: nous avons \u00e9cout\u00e9 Caroline Faillet, codirigeante du cabinet Bolero, netnologue, sp\u00e9cialiste de la strat\u00e9gie et du monde digital. Cela se passait dans l\u2018espace de coworking <a href=\"https:\/\/www.wojo.com\/fr-FR\" target=\"_blank\" rel=\"noreferrer noopener\">Wojo <\/a>situ\u00e9 hall 1, stand 36\u00a0: pour ceux qui n\u2019\u00e9taient pas l\u00e0, nous vous livrons ici un aper\u00e7u de son intervention\u00a0sur\u00a0le\u00a0leadership\u00a0digital.<\/strong><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading --><\/p>\n<h2 class=\"wp-block-heading\">Bolero&nbsp;?<\/h2>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Bolero, c\u2019est une \u00e9quipe de 50 Data analysts et consultants chevronn\u00e9s qui \u00ab\u00a0\u00e9coutent\u00a0\u00bb le web en permanence, en quatorze langues et depuis 15 ans. Une exp\u00e9rience qui lui permet aujourd\u2019hui d\u2019avoir une lecture et une analyse sans \u00e9gale de l\u2019impact des choix strat\u00e9giques op\u00e9r\u00e9s par les entreprises sur internet.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Le cabinet a \u00e9t\u00e9 cr\u00e9\u00e9 sur une intuition forte&nbsp;: la r\u00e9volution des usages qu\u2019allaient permettre les r\u00e9volutions digitales, en laissant le consommateur s\u2019exprimer de fa\u00e7on directe. Et par cons\u00e9quent, la n\u00e9cessit\u00e9 absolue pour les entreprises d\u2019\u00eatre <em>data driven<\/em>.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading --><\/p>\n<h2 class=\"wp-block-heading\">Ce qu\u2019une strat\u00e9gie&nbsp;digitale&nbsp;n\u2019est pas&nbsp; <\/h2>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Une erreur commune consiste, selon Caroline Faillet \u00e0 d\u00e9ployer des moyens dans une optique souvent court-termiste et confondre une strat\u00e9gie digitale avec&nbsp;:<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:list --><\/p>\n<ul><!-- wp:list-item --><\/p>\n<li>Les objectifs marketing, qui permettent certes de d\u00e9finir ses canaux pertinents, mais pas n\u00e9cessairement en comprenant les usages de ses cibles,<\/li>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- wp:list-item --><\/p>\n<li>Le plan m\u00e9dia&nbsp;: maximiser son audience sur internet gr\u00e2ce aux campagnes d\u2019acquisition, c\u2019est bien et m\u00eame indispensable. Mais, ind\u00e9pendamment du fait qu\u2019elles sont payantes, n\u00e9gliger la recherche organique est une erreur (contrairement \u00e0 ce que voudrait nous faire croire Google, qui ne nous invite qu\u2019\u00e0 mesurer la maturit\u00e9 de nos campagnes m\u00e9dia\u2026),<\/li>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- wp:list-item --><\/p>\n<li>Le tunnel d\u2019acquisition. L\u00e0 encore, la d\u00e9marche est incontournable, mais elle n\u2019est qu\u2019un moyen. Avoir les bons outils pour convertir ne doit pas se dispenser de se demander \u00ab&nbsp;Pourquoi&nbsp;?&nbsp;\u00bb et \u00ab&nbsp;Pour quoi faire&nbsp;? \u00bb.<\/li>\n<p><!-- \/wp:list-item --><\/ul>\n<p><!-- \/wp:list --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Utiliser ainsi le digital, sans affiner sa strat\u00e9gie, a trois principales cons\u00e9quences : &nbsp;<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:list --><\/p>\n<ul><!-- wp:list-item --><\/p>\n<li>Peu \u00e0 peu, on se retrouve \u00e0 d\u00e9ployer un nouvel outil \u00e0 chaque fois que l\u2019on se fixe un nouvel objectif, occasionnant investissements inutiles, d\u00e9perdition d\u2019\u00e9nergie, sans aucune garantie de toucher sa cible,<\/li>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- wp:list-item --><\/p>\n<li>On n\u2019utilise le digital que comme un canal de communication, en passant \u00e0 c\u00f4t\u00e9 du reste, &nbsp;avec le risque de devenir d\u00e9pendant des ressources allou\u00e9es \u00e0 sa pr\u00e9sence sur le net, <\/li>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- wp:list-item --><\/p>\n<li>Pour finir, l\u2019entreprise se retrouve noy\u00e9e sous une profusion de mails et campagnes \u00e0 g\u00e9n\u00e9rer, en ayant perdu de vue\u2026 les attentes de ses clients&nbsp;!<\/li>\n<p><!-- \/wp:list-item --><\/ul>\n<p><!-- \/wp:list --><\/p>\n<p><!-- wp:heading --><\/p>\n<h2 class=\"wp-block-heading\">Ce que doit \u00eatre une strat\u00e9gie <\/h2>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Il convient d\u2019assurer les fondamentaux et construire une vision en imaginant aller plus loin. <\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:list --><\/p>\n<ul><!-- wp:list-item --><\/p>\n<li>D\u2019abord, <strong>d\u00e9finir le territoire dont on veut \u00eatre le leader digital<\/strong>&nbsp;: rendre notre marque visible, ainsi que les cat\u00e9gories de produits d\u00e9livr\u00e9s&nbsp;; ensuite, sur quel march\u00e9 sommes-nous positionn\u00e9s et quels sont les besoins attenants&nbsp;? Ces deux derniers axes s\u2019inscrivant dans une strat\u00e9gie \u00e0 long terme de cr\u00e9ation de valeur,<\/li>\n<p><!-- \/wp:list-item --><\/ul>\n<p><!-- \/wp:list --><\/p>\n<p><!-- wp:list --><\/p>\n<ul><!-- wp:list-item --><\/p>\n<li>Il faut \u00e9galement s\u2019atteler \u00e0 <strong>comprendre les attentes et segmenter&nbsp;les communaut\u00e9s<\/strong>. Pour cela, il faut savoir \u00e9couter le web. Seulement 11% d\u2019internautes s\u2019expriment&nbsp;: dans 10% des cas ils r\u00e9agissent simplement, les 1% restants \u00e9tant des leaders d\u2019opinion. &nbsp;Une manne qui permet de savoir ce qui se passe, ce qui int\u00e9resse, o\u00f9 sont les besoins\u2026 car l\u2019\u00e2ge, le sexe ou la cat\u00e9gorie socioprofessionnelle de vos clients n\u2019a pas d\u2019int\u00e9r\u00eat, compar\u00e9s \u00e0 ce qui les mobilise, ce qui les int\u00e9resse, <\/li>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- wp:list-item --><\/p>\n<li>Comprendre les comportements et <strong>mod\u00e9liser les parcours<\/strong>&nbsp;: il convient de conna\u00eetre les usages de nos cibles, qui seront diff\u00e9rentes selon les profils. Une d\u00e9marche qui permet de se placer sur les bons <em>touch points<\/em> (= l\u00e0 o\u00f9 passent vos cibles) et se situer suffisamment t\u00f4t sur le parcours du client\u2026 ni trop t\u00f4t, ni trop tard.<\/li>\n<p><!-- \/wp:list-item --><\/ul>\n<p><!-- \/wp:list --><\/p>\n<p><!-- wp:heading --><\/p>\n<h2 class=\"wp-block-heading\">Les quatre piliers du leadership digital selon Bolero<\/h2>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Cette r\u00e9flexion op\u00e9r\u00e9e, il faut \u00eatre en mesure de travailler \u00e0 la fois sa r\u00e9putation, sa puissance, son influence et les pr\u00e9f\u00e9rences de ses clients.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:list --><\/p>\n<ul><!-- wp:list-item --><\/p>\n<li>Soigner et s\u00e9curiser sa <strong>r\u00e9putation<\/strong>, notamment en rationnalisant sa pr\u00e9sence sur la toile, <\/li>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- wp:list-item --><\/p>\n<li>Gagner en <strong>puissance<\/strong>, en construisant une plateforme qui devra devenir incontournable sur le parcours de ses cibles, et \u00eatre consid\u00e9r\u00e9 comme un site de r\u00e9f\u00e9rence, <\/li>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- wp:list-item --><\/p>\n<li>Augmenter son <strong>influence<\/strong>, en animant les communaut\u00e9s, en rep\u00e9rant celles qui sont \u00e0 risque et en veillant \u00e0 cr\u00e9er le plus d\u2019ambassadeurs possible, <\/li>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- wp:list-item --><\/p>\n<li> R\u00e9fl\u00e9chir \u00e0 l\u2019apr\u00e8s, en pensant am\u00e9liorations et \/ou &nbsp;innovations, afin de s\u2019assurer de conserver la <strong>pr\u00e9f\u00e9rence<\/strong> de ses clients.<strong> <\/strong>\n<p>\u00c0 lire aussi  : <a href=\"https:\/\/www.wojo.com\/blog\/fr\/entre-boites\/quatre-piliers-developper-leadership\/\" target=\"_blank\" rel=\"noreferrer noopener\">Quatre piliers pour d\u00e9velopper son leadership<\/a><\/li>\n<p><!-- \/wp:list-item --><\/ul>\n<p><!-- \/wp:list --><\/p>\n<p><!-- wp:heading --><\/p>\n<h2 class=\"wp-block-heading\">\u00c0 propos de Caroline Faillet&nbsp;:<\/h2>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:list --><\/p>\n<ul><!-- wp:list-item --><\/p>\n<li>Caroline est l\u2019auteure du livre de r\u00e9f\u00e9rence <em>L\u2019art de la guerre digitale<\/em> (Dunod, 2016), qui porte sur les fondamentaux de la strat\u00e9gie d\u2019entreprise post r\u00e9volutions num\u00e9riques, et pour lequel elle est m\u00e9daill\u00e9e de l\u2019Acad\u00e9mie des Sciences Commerciales. <\/li>\n<p><!-- \/wp:list-item --><\/p>\n<p><!-- wp:list-item --><\/p>\n<li>Son dernier ouvrage nous concerne tous\u00a0: <em>D\u00e9coder l\u2019info : comment d\u00e9crypter les Fakes News ?<\/em> (Br\u00e9al 2018) est l\u2019occasion de mesurer l\u2019impact des jeux d\u2019influence du web sur notre soci\u00e9t\u00e9 et d\u2019apprendre \u00e0 lire au travers des campagnes abusives et\/ou mensong\u00e8res qui fleurissent sur la toile.<\/li>\n<p><!-- \/wp:list-item --><\/ul>\n<p><!-- \/wp:list --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Nous avions re\u00e7u il y a quelques temps Caroline Faillet dans l\u2019un de nos coworking Wojo. <\/p>\n<p>\u00c0 lire aussi&nbsp;: <a href=\"https:\/\/www.wojo.com\/blog\/la-boite-du-futur\/2016\/12\/05\/lart-de-guerre-digitale\/\">Caroline Faillet&nbsp;: L\u2019art de la guerre digitale<\/a><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:heading --><\/p>\n<h2 class=\"wp-block-heading\">\u00c0 ne pas manquer sur le stand Wojo<\/h2>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Demain d\u00e8s 10h30, <a rel=\"noreferrer noopener\" aria-label=\" (s\u2019ouvre dans un nouvel onglet)\" href=\"https:\/\/www.eventbrite.fr\/e\/billets-2019-big-bang-dans-les-notes-de-frais-et-les-achats-61589847893\" target=\"_blank\">Mooncard, <\/a>&nbsp;<a href=\"https:\/\/www.eventbrite.fr\/e\/billets-du-traitement-de-la-donnee-a-sa-monetisation-61692155899\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (s\u2019ouvre dans un nouvel onglet)\">Snowflake,<\/a>, <a rel=\"noreferrer noopener\" aria-label=\" (s\u2019ouvre dans un nouvel onglet)\" href=\"https:\/\/www.eventbrite.fr\/e\/billets-un-hub-sportif-veritable-lieu-de-vie-entre-retail-sport-et-social-club-61643144304\" target=\"_blank\">LA. SALLE.DE.SPORT with Reebok&nbsp;,<\/a> &nbsp;<a rel=\"noreferrer noopener\" aria-label=\" (s\u2019ouvre dans un nouvel onglet)\" href=\"https:\/\/www.eventbrite.fr\/e\/billets-le-role-des-collectivites-dans-lopen-innovation-61695771714\" target=\"_blank\">POLD pr\u00e9sente son \u201d catalyseur\u201d<\/a>. Samedi d\u00e8s 10h30&nbsp;: <a rel=\"noreferrer noopener\" aria-label=\" (s\u2019ouvre dans un nouvel onglet)\" href=\"https:\/\/www.eventbrite.com\/d\/france--paris\/events--this-week\/innovation-collective-:-atelier-lego%C2%AE-serious-play%C2%AE\/?page=1\" target=\"_blank\">People Skills Partner : \u00ab ateliers d\u2019innovation collective LegoSeriousPlay \u00bb<\/a>.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><strong>Retrouvez <a href=\"https:\/\/www.wojo.com\/blog\/la-boite-du-futur\/2019\/05\/09\/vivatech\/?utm_medium=social&amp;utm_source=linkedin&amp;utm_campaign=05-01-01-05-05\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (s\u2019ouvre dans un nouvel onglet)\">le programme d\u00e9taill\u00e9 des interventions sur l\u2019espace de coworking Wojo<\/a>, o\u00f9 nous vous attendons avec impatience&nbsp;!<\/strong><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><strong>Vous avez besoin de vous asseoir, de travailler avec un bon caf\u00e9, de parler avec un client\u2026 Nous sommes l\u00e0 pour \u00e7a&nbsp;: notre stand est ouvert \u00e0 tous, hall 1 stand L36 ! <\/strong><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><strong>Et profitez-en pour tenter de gagner un an d\u2019abonnement \u00e0 nos espaces Wojo !<\/strong><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p><strong>Article r\u00e9dig\u00e9 par Laetitia Cognie <\/strong><br \/><strong>Depuis le <a aria-label=\"salon VivaTech (s\u2019ouvre dans un nouvel onglet)\" href=\"https:\/\/vivatechnology.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">salon VivaTech<\/a>.  <\/strong><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>VivaTech, jeudi 16 mai\u00a0: nous avons \u00e9cout\u00e9 Caroline Faillet, codirigeante du cabinet Bolero, netnologue, sp\u00e9cialiste de la strat\u00e9gie et du monde digital. Cela se passait dans l\u2018espace de coworking Wojo situ\u00e9 hall 1, stand 36\u00a0: pour ceux qui n\u2019\u00e9taient pas l\u00e0, nous vous livrons ici un aper\u00e7u de son intervention\u00a0sur\u00a0le\u00a0leadership\u00a0digital. Bolero&nbsp;? Bolero, c\u2019est une \u00e9quipe [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4608,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"podcast_url_v2":"","footnotes":""},"categories":[160,13],"tags":[192,534,265],"class_list":["post-4606","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entre-boites","category-la-boite-du-futur","tag-coworking-fr","tag-entrepreneur-fr","tag-nouveaux-modes-de-travail"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cabinet Bolero - Caroline Faillet : 4 piliers du leardership digital<\/title>\n<meta name=\"description\" content=\"Caroline Faillet, fondatrice de Bolero et sp\u00e9cialiste de la strat\u00e9gie et du monde digital, livre sa vision des quatre piliers du leadership digital.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wojo.com\/blog\/fr\/entre-boites\/bolero-chez-wojo-vivatech-quatre-piliers-leadership-digital\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cabinet Bolero - 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