the Avant-garde and a leader in their market, some enterprise do not always see the value of investing in social media. Is wrong?
"I have an aversion to deep for Facebook and Twitter. I did not find it of no value, and their intrusion annoys me a lot. Neither one nor the other are development tools for us. I do think not they will last. It's a fad, people will get tired of it." Loïc Bessin is categorical. This co-founder of Eco-Dex, a TPE sarthoise of 20 people prefer the concrete to the virtual. "Our philosophy is primarily industrial and is close to the ground." And that suits him very well as well.
Facebook, Twitter... for what?
His company designs and manufactures since 2012, automata able to package and deliver drugs unidosés, and paths. Its machines, which are unique on the national market, equip it to this day 12 nursing homes and provide the pills every day over 4000 patients. Eco-Dex displays a turnover of € 3.5 million and Loïc Bessin admits that his company is dimensioned to achieve the 10 million. But nothing can be done. "Our website is more than enough to make us know", he says.
patrons also refractory to digital, Fabienne Billat in meeting regularly. This expert in the strategy, digital displays always the same arguments. "There are 45 million internet users in France and 36 million buyers on the Internet. Even if the company is not connected, its clients, its prospects, its suppliers, its competitors and its employees are. It will be necessary well that one day she speaks the same language as them."
He should be more interested in
Clextral has taken about a year ago. This ETI loire 57.6 million and 277 employees, is the inventor and world leader in extrusion twin screw, a revolutionary process adopted by the giants of the agri-food to make cereals, cakes, appetizers, breads, crisps, croquettes for animals. It is also number one in the world in the sale of production lines of couscous and will launch this year a new generation of powders, porous. The company generates over 90% of its sales in 92 countries. "Until 2015, our main vehicle of communication was our multi-lingual website, says president Guillaume Pasquier. Then, we created the position of web marketing to develop our presence on the social networks where we disseminate information to the business."
A closer look at the Twitter accounts and Facebook business are poorly fed, the number of subscribers combined reached a plateau at 600 and page LinkedIn wakes up every ten days. "I'm aware that there should be more interest," admits the chief executive officer. Even twitter itself? "I'm not sure to get there and besides, I don't know what I could say," he admits, laughing. "The main thing is that the company is, for our customers and to attract future recruits. We are growing and we need to show a modern image of the company." All the more that Clextral will blow the 60 candles in October...
No question of us rushing
Another approach at a Awning in Bischoffsheim (Bas-Rhin) where digital communication will be rolled out "gradually", according to the wishes of the president Anne Vetter-Tifrit. This engineer Supélec, the daughter of the founder, took over the reins of the family business in 2011 with her husband. The company of 110 people manufactures for more than 40 years of luminaires "100% alsatian" for the professionals. Labeled "the Factory of the future" in 2015, it generates 30% of its 19 million of sales in export markets, and has recently invested 2 million in a unit of powder coating, which will be inaugurated at the end of June.
"It is important to be present on social media, but there is no question of us rushing. We maîtriserons each tool one after the other to properly structure our communication." The page Facebook of the company will be resuscitated soon, a LinkedIn profile and a Twitter account will see the light of day. Anne Vetter-Tifrit will even tweet in a personal capacity. "I relayerai information which does not concern necessarily Velum because I have held other responsibilities: I am a technical advisor to the CCI of Strasbourg, councillor of external trade, and I campaigned for the role of youth and women in the industry." The young woman makes a post to 140 characters all the... six weeks.
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A question of nature
"Will show on the social networks is mainly of a curious nature, and relational," says Fabienne Billat. Some bosses are embarrassed or say they don't have the time, others are afraid because they lack knowledge of the tools, many are only interested in the return on investment that this will provide. In fact, it is necessary to go there with the curiosity to get in contact with other people, with his collaborators,the markets, the media, or even competitors. Those who remain on their reserves run the risk of being cut off from other communities, and it is a pity..."