{"id":16233,"date":"2018-02-07T11:22:23","date_gmt":"2018-02-07T18:22:23","guid":{"rendered":"https:\/\/memberpress.com\/?p=16233"},"modified":"2018-04-06T21:59:53","modified_gmt":"2018-04-07T03:59:53","slug":"utilizing-platform-based-analytics-part-2-linkedin-analytics","status":"publish","type":"post","link":"https:\/\/memberpress.com\/fr\/blog\/utilizing-platform-based-analytics-part-2-linkedin-analytics\/","title":{"rendered":"Utilisation de l'analyse bas\u00e9e sur les plateformes, partie 2 : LinkedIn Analytics"},"content":{"rendered":"<p>LinkedIn n'est certainement pas l'endroit o\u00f9 l'on poste tous les jours des messages du type \"Voil\u00e0 comment se passe ma vie\". Non. Il s'agit plut\u00f4t d'un espace o\u00f9 les professionnels se connectent entre eux et avec les entreprises et o\u00f9 vous pouvez mettre en avant votre meilleur profil professionnel pour les entreprises et les recruteurs de premier plan. C'est la plateforme professionnelle la plus utilis\u00e9e pour pr\u00e9senter ce que vous et votre entreprise avez \u00e0 offrir. En fait, LinkedIn est la \"<a href=\"https:\/\/press.linkedin.com\/about-linkedin?trk=uno-reg-guest-home-about\" target=\"_blank\" rel=\"noopener\">le plus important<\/a> r\u00e9seau professionnel comptant plus de 546 millions d'utilisateurs dans plus de deux cents pays et territoires \u00e0 travers le monde\". Puisque nous vous avons d\u00e9j\u00e0 expliqu\u00e9 comment mettre en place une <a href=\"https:\/\/memberpress.com\/fr\/linkedin-101-personal-profiles-and-company-pages\/\" target=\"_blank\" rel=\"noopener\">profil personnel<\/a> Apr\u00e8s vous avoir pr\u00e9sent\u00e9 les meilleures pratiques en mati\u00e8re de cr\u00e9ation d'une page d'entreprise, nous allons maintenant nous pencher sur l'efficacit\u00e9 de vos posts sociaux et de vos campagnes sur LinkedIn.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6a7053e04fd96\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">CE QU'IL Y A \u00c0 L'INT\u00c9RIEUR<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a7053e04fd96\"  \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/memberpress.com\/fr\/blog\/utilizing-platform-based-analytics-part-2-linkedin-analytics\/#Visitors\" >Visiteurs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/fr\/blog\/utilizing-platform-based-analytics-part-2-linkedin-analytics\/#Updates\" >Mises \u00e0 jour<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/memberpress.com\/fr\/blog\/utilizing-platform-based-analytics-part-2-linkedin-analytics\/#Followers\" >Suiveurs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/memberpress.com\/fr\/blog\/utilizing-platform-based-analytics-part-2-linkedin-analytics\/#Companies_to_Track\" >Entreprises \u00e0 suivre<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Comme nous l'avons d\u00e9clar\u00e9 dans l'affaire <a href=\"https:\/\/memberpress.com\/fr\/utilizing-platform-based-analytics-part-1-facebook-insights\/\" target=\"_blank\" rel=\"noopener\">Perspectives Facebook<\/a>Mais parfois, la meilleure fa\u00e7on d'\u00e9valuer vos donn\u00e9es analytiques est d'aller directement \u00e0 la source et d'examiner vos donn\u00e9es au sein de la plateforme de m\u00e9dias sociaux elle-m\u00eame ; LinkedIn Analytics est donc l'outil id\u00e9al si vous voulez savoir comment vos donn\u00e9es analytiques sont utilis\u00e9es. <a href=\"https:\/\/memberpress.com\/fr\/linkedin-company-pages-your-checklist-for-best-practices\/\" target=\"_blank\" rel=\"noopener\">page de l'entreprise<\/a> est performant. Pour consulter vos donn\u00e9es analytiques, il vous suffit de vous rendre sur la page de votre entreprise \u00e0 partir de votre profil personnel. Une fois sur cette page, s\u00e9lectionnez \"Analytics\" en haut de la page. LinkedIn propose trois cat\u00e9gories d'analyses \u00e0 examiner : Visiteurs, Mises \u00e0 jour et Suiveurs.<\/p>\n<p><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2018\/02\/linkedin-analytics1-e1518026596564.png\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-16239\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2018\/02\/linkedin-analytics1-e1518026596564.png\" alt=\"\" width=\"778\" height=\"837\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2018\/02\/linkedin-analytics1-e1518026596564.png 778w, https:\/\/memberpress.com\/wp-content\/uploads\/2018\/02\/linkedin-analytics1-e1518026596564-279x300.png 279w, https:\/\/memberpress.com\/wp-content\/uploads\/2018\/02\/linkedin-analytics1-e1518026596564-768x826.png 768w, https:\/\/memberpress.com\/wp-content\/uploads\/2018\/02\/linkedin-analytics1-e1518026596564-158x170.png 158w, https:\/\/memberpress.com\/wp-content\/uploads\/2018\/02\/linkedin-analytics1-e1518026596564-571x614.png 571w, https:\/\/memberpress.com\/wp-content\/uploads\/2018\/02\/linkedin-analytics1-e1518026596564-636x684.png 636w, https:\/\/memberpress.com\/wp-content\/uploads\/2018\/02\/linkedin-analytics1-e1518026596564-481x518.png 481w, https:\/\/memberpress.com\/wp-content\/uploads\/2018\/02\/linkedin-analytics1-e1518026596564-145x156.png 145w\" sizes=\"(max-width: 778px) 100vw, 778px\" \/><\/a><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Visitors\"><\/span>Visiteurs<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Cette analyse se concentre sur les personnes qui viennent sur votre page pour y jeter un coup d'\u0153il. <strong>Mesures du trafic<\/strong> mesure le nombre de visiteurs uniques (c'est-\u00e0-dire qu'il exclut les visites multiples d'un m\u00eame visiteur) et de pages vues de la page de votre entreprise sur une certaine p\u00e9riode. La plage par d\u00e9faut est celle des quinze derniers jours, mais vous pouvez la modifier pour examiner des p\u00e9riodes plus longues. Si vous disposez d'une page de carri\u00e8re et d'une page d'entreprise, vous pouvez s\u00e9lectionner la page \u00e0 examiner. Une page de carri\u00e8re est un outil de recrutement qui vous permet de mettre votre entreprise en avant, pour ainsi dire, et d'attirer des candidats. Le graphique utile inclus dans cette analyse montre qui est venu sur votre page et \u00e0 partir de quel appareil. La ligne bleue indique les visiteurs mobiles, la ligne rouge le trafic de bureau.<\/p>\n<p>Les <strong>donn\u00e9es d\u00e9mographiques sur les visiteurs<\/strong> affiche toutes sortes d'informations utiles sur le trafic qui visite votre page. Son menu d\u00e9roulant vous offre plusieurs options pour visualiser les donn\u00e9es :<\/p>\n<ul>\n<li><strong>Fonction<\/strong> vous indique le type de travail de vos visiteurs, comme les m\u00e9dias, la communication, l'\u00e9ducation ou l'administration.<\/li>\n<li><strong>Pays<\/strong> montre d'o\u00f9 vient le trafic de vos visiteurs dans le monde.<\/li>\n<li><strong>R\u00e9gion<\/strong> pr\u00e9cise un peu plus la r\u00e9gion du monde d'o\u00f9 provient le trafic.<\/li>\n<li><strong>L'anciennet\u00e9<\/strong> se r\u00e9f\u00e8re au type de visiteur et \u00e0 son niveau d'employ\u00e9 sur son profil personnel LinkedIn, tel qu'un employ\u00e9 senior, un d\u00e9butant, un manager ou un PDG.<\/li>\n<li><strong>L'industrie<\/strong> vous permet de voir dans quel domaine travaillent vos visiteurs, c'est-\u00e0-dire l'\u00e9dition, l'internet et l'enseignement sup\u00e9rieur.<\/li>\n<li><strong>Taille de l'entreprise<\/strong> vous indique le type d'entreprise dans laquelle travaillent vos visiteurs, qu'il s'agisse d'une grande soci\u00e9t\u00e9 ou d'une petite entreprise familiale.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Updates\"><\/span>Mises \u00e0 jour<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>C'est ici que vous voyez les performances de votre contenu. En haut de la page, il y a une section de <strong>points forts de l'engagement<\/strong>qui vous montre comment votre contenu global s'est comport\u00e9 au cours des trente derniers jours. Vous verrez le nombre de likes et de commentaires que votre contenu a re\u00e7us, le nombre de partages et le nombre d'adeptes que vous avez gagn\u00e9s.<\/p>\n<p>Les <strong>mesures de l'engagement<\/strong> vous permet de conna\u00eetre l'ampleur de l'interaction avec votre contenu sur une p\u00e9riode donn\u00e9e. La ligne bleue de ce graphique indique la port\u00e9e organique, tandis que la ligne verte indique le contenu sponsoris\u00e9, qui, bien entendu, n'est disponible que si vous avez pay\u00e9 pour promouvoir l'un de vos posts.<\/p>\n<p><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2018\/02\/linkedin-analytics2.png\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-16240\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2018\/02\/linkedin-analytics2.png\" alt=\"\" width=\"990\" height=\"578\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2018\/02\/linkedin-analytics2.png 990w, https:\/\/memberpress.com\/wp-content\/uploads\/2018\/02\/linkedin-analytics2-300x175.png 300w, https:\/\/memberpress.com\/wp-content\/uploads\/2018\/02\/linkedin-analytics2-768x448.png 768w, https:\/\/memberpress.com\/wp-content\/uploads\/2018\/02\/linkedin-analytics2-291x170.png 291w, https:\/\/memberpress.com\/wp-content\/uploads\/2018\/02\/linkedin-analytics2-840x490.png 840w, https:\/\/memberpress.com\/wp-content\/uploads\/2018\/02\/linkedin-analytics2-700x409.png 700w, https:\/\/memberpress.com\/wp-content\/uploads\/2018\/02\/linkedin-analytics2-156x91.png 156w\" sizes=\"(max-width: 990px) 100vw, 990px\" \/><\/a><\/p>\n<p>En utilisant le menu d\u00e9roulant de ce tableau, vous pouvez examiner vos indicateurs de contenu globaux de la mani\u00e8re suivante :<\/p>\n<ul>\n<li><strong>Impressions<\/strong> est le nombre de fois o\u00f9 votre contenu a \u00e9t\u00e9 vu par les membres de LinkedIn (y compris le nombre de fois o\u00f9 un membre de LinkedIn peut l'avoir vu plus d'une fois).<\/li>\n<li><strong>Impressions uniques<\/strong> correspond au nombre de fois qu'un membre de LinkedIn a vu le contenu sans duplication.<\/li>\n<li><strong>Clics<\/strong> vous indique le nombre de fois qu'un membre a cliqu\u00e9 sur votre contenu, le nom de votre entreprise ou votre logo (ne comprend pas les mentions \"j'aime\", les partages ou les commentaires).<\/li>\n<li><strong>Aime<\/strong> indique le nombre total de likes que votre contenu a re\u00e7u.<\/li>\n<li><strong>Commentaires<\/strong> vous indique le nombre de commentaires re\u00e7us par votre contenu.<\/li>\n<li><strong>Actions<\/strong> indique le nombre de partages pour l'ensemble de votre contenu.<\/li>\n<li><strong>Followers acquis<\/strong> affiche le nombre de followers gagn\u00e9s par le contenu sponsoris\u00e9.<\/li>\n<li><strong>Engagement social %<\/strong> est un regard sur le pourcentage global d'engagement des m\u00e9dias sociaux avec votre contenu. Il s'agit du nombre d'interactions, plus le nombre de clics et de followers acquis, divis\u00e9 par le nombre d'abonn\u00e9s. <a href=\"https:\/\/www.linkedin.com\/help\/linkedin\/answer\/8261\/viewing-impressions-and-engagement-for-company-page-updates?lang=en\" target=\"_blank\" rel=\"noopener\">Impressions<\/a>.<\/li>\n<\/ul>\n<p>En dessous des indicateurs d'engagement, vous trouverez une liste des messages individuels que vous avez publi\u00e9s et les indicateurs de performance de chaque message.<\/p>\n<ul>\n<li><strong>Date<\/strong> fait r\u00e9f\u00e9rence \u00e0 la date \u00e0 laquelle vous avez publi\u00e9 le contenu.<\/li>\n<li><strong>Followers acquis<\/strong> indique le nombre de followers acquis - ce champ sera vide si vous n'avez pas pay\u00e9 pour sponsoriser ce contenu.<\/li>\n<li><strong>Impressions<\/strong> vous indique le nombre de fois que quelqu'un a aim\u00e9, comment\u00e9 ou partag\u00e9 votre message.<\/li>\n<li><strong>Clics<\/strong> se r\u00e9f\u00e8re au nombre de clics sur le contenu, le nom ou le logo de l'entreprise.<\/li>\n<li><strong>CTR<\/strong> (taux de clics) est le nombre total de membres qui cliquent sur un lien sp\u00e9cifique.<\/li>\n<li><strong>Actions sociales<\/strong> vous indique le nombre de fois o\u00f9 des personnes ont aim\u00e9, comment\u00e9 ou partag\u00e9 le message.<\/li>\n<li><strong>Engagement<\/strong> est le nombre d'interactions plus le nombre de clics et de followers acquis, divis\u00e9 par le nombre d'impressions.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Followers\"><\/span>Suiveurs<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong>Points forts des suiveurs<\/strong> vous indique le nombre total de followers ainsi que l'\u00e9volution du nombre de followers organiques et acquis (sponsoris\u00e9s) au cours des trente derniers jours. Sous les faits saillants se trouve un graphique des gains de followers qui vous indique combien de personnes ont suivi votre page pendant une certaine p\u00e9riode. Vous pouvez modifier la p\u00e9riode pour laquelle vous souhaitez consulter les donn\u00e9es \u00e0 l'aide du menu d\u00e9roulant situ\u00e9 \u00e0 droite.<\/p>\n<p>En dessous se trouve un tableau utile d\u00e9taillant les donn\u00e9es d\u00e9mographiques des adeptes :<\/p>\n<ul>\n<li><strong>G\u00e9ographie<\/strong> vous indique dans quels pays se trouvent vos followers et vous donne \u00e9galement les cinq premi\u00e8res r\u00e9gions d'o\u00f9 provient votre trafic.<\/li>\n<li><strong>Fonction<\/strong>-comme pour les donn\u00e9es d\u00e9mographiques des visiteurs, cela vous indique le type de travail auquel participent les personnes qui vous suivent.<\/li>\n<li><strong>L'anciennet\u00e9<\/strong> se r\u00e9f\u00e8re au type de suiveur et \u00e0 son niveau d'employ\u00e9 sur son profil personnel LinkedIn, c'est-\u00e0-dire senior, employ\u00e9 d\u00e9butant, stagiaire ou propri\u00e9taire.<\/li>\n<li><strong>L'industrie<\/strong> se concentre sur les secteurs dans lesquels travaillent les personnes qui vous suivent, tels que l'\u00e9dition, l'internet ou l'enseignement sup\u00e9rieur.<\/li>\n<li><strong>Taille de l'entreprise<\/strong> vous permet de voir les cinq premi\u00e8res tailles d'entreprises pour lesquelles travaillent les personnes qui vous suivent.<\/li>\n<li><strong>Situation professionnelle<\/strong> vous permet de voir combien d'employ\u00e9s de votre entreprise suivent la page, ainsi que le nombre de non-salari\u00e9s qui la suivent. (<em>Conseil : il est toujours bon d'avoir plus de non-salari\u00e9s qui suivent la page !<\/em>)<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Companies_to_Track\"><\/span>Entreprises \u00e0 suivre<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Cette petite section pratique vous montre les donn\u00e9es analytiques des followers pour des entreprises comparables \u00e0 la v\u00f4tre. Par d\u00e9faut, la p\u00e9riode affich\u00e9e correspond aux trente derniers jours, mais vous pouvez l'ajuster \u00e0 l'aide du menu d\u00e9roulant situ\u00e9 \u00e0 droite. Vous pouvez voir comment votre nombre de followers se situe par rapport \u00e0 celui des autres entreprises, et vous pouvez comparer la croissance de leurs followers, le nombre de mises \u00e0 jour et leur engagement social aux v\u00f4tres. Ces informations utiles vous permettent de savoir o\u00f9 en sont vos concurrents et de fixer vos objectifs en mati\u00e8re de nombre de followers. Vous pouvez \u00e9galement cliquer sur diff\u00e9rentes entreprises et jeter un coup d'\u0153il au contenu qu'elles publient. Il y a de fortes chances que vous puissiez glaner quelques id\u00e9es pour votre prochain contenu en vous basant sur ce qu'elles publient et sur la fr\u00e9quence \u00e0 laquelle elles partagent leurs articles.<\/p>\n<p>\u00a0<\/p>\n<p><em>Voil\u00e0 donc le topo sur LinkedIn Analytics. Avez-vous des conseils ou des astuces pour aider nos lecteurs \u00e0 tirer le meilleur parti de LinkedIn Analytics ? N'h\u00e9sitez pas \u00e0 les partager dans les commentaires !<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>LinkedIn is definitely not your everyday \u201cThis is how my life is going\u201d place to post. Nope. Rather, it\u2019s a space for professionals to connect with each other and with companies and where you can put your best professional foot\u2014profile\u2014forward for top-ranking companies and recruiters. It\u2019s the most widely-used professional platform for showcasing whatever you [\u2026]<\/p>\n","protected":false},"author":3121,"featured_media":16242,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[404,94],"tags":[],"class_list":{"0":"post-16233","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-data-and-metrics","8":"category-marketing","9":"entry"},"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.6.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"LinkedIn is definitely not your everyday \u201cThis is how my life is going\u201d place to post. Nope. Rather, it\u2019s a space for professionals to connect with each other and with companies and where you can put your best professional foot\u2014profile\u2014forward for top-ranking companies and recruiters. It\u2019s the most widely-used professional platform for showcasing whatever you\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Lindsay Flanagan\"\/>\n\t<link rel=\"canonical\" href=\"https:\/\/memberpress.com\/fr\/blog\/utilizing-platform-based-analytics-part-2-linkedin-analytics\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 4.9.6.2\" \/>\n\t\t<meta property=\"og:locale\" content=\"fr_FR\" \/>\n\t\t<meta property=\"og:site_name\" content=\"MemberPress\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"Utilizing Platform-Based Analytics, Part 2: LinkedIn Analytics\" \/>\n\t\t<meta property=\"og:description\" content=\"LinkedIn is definitely not your everyday \u201cThis is how my life is going\u201d place to post. Nope. Rather, it\u2019s a space for professionals to connect with each other and with companies and where you can put your best professional foot\u2014profile\u2014forward for top-ranking companies and recruiters. 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