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src="/actualite/img/logo_partenaire/logo_indexel.gif"  border="0"></a></td></tr> <tr valign="top"><td class="contenu"><br>Vendredi 18 Avril 2003 11:27:00</td></tr> </table> <table width="100%" border="0" cellpadding="0" cellspacing="0"> <tr><td><img src="/common/img/none.gif" width="1" height="5"></td></tr> <tr><td align="right"><img src="/common/img/none.gif" width="25" height="1"><a href="javascript:Imprimer('/actualite/articles/article.php?ind=2943&news_print=ok')"><img src="/actualite/img/tit_imprimer.gif" border="0"></a><img src="/common/img/none.gif" width="1" height="4"><a href="javascript:Envoyer('/actualite/html/envoyer.php?titre=NiBwaXN0ZXMgcG91ciBvcHRpbWlzZXIgdm90cmUgdmVpbGxlIHN1ciBJbnRlcm5ldA==')"><img src="/actualite/img/tit_envoyer.gif" border="0"></a><img src="/common/img/none.gif" width="25" height="1"></td></tr> <tr><td><img src="/common/img/none.gif" width="1" height="5"></td></tr> </table>	<table width="150" border="0" cellspacing="0" cellpadding="0" align="right"> 		<tr valign="top"><td colspan="4" background="/common/img/pointille_haut.gif" class="titrerougeg" width="150" height="16">&nbsp;&nbsp;Pour en savoir plus</td></tr> 		<tr valign="top" bgcolor="#FFFFE5"> 			<td width="2" background="/common/img/pointille_vertical.gif"><img src="/common/img/none.gif" width="2" height="1" border="0"></td> 			<td width="3"><img src="/common/img/none.gif" width="3" height="1" border="0"></td> 			<td width="143" class="contenu"><img src="/common/img/none.gif" width="1" height="10" border="0"><br><b><img src='/actualite/articles/img/pct_site.gif' border=0> Sites Web</b><br>- <a href="http://www.indexel.net/doc.jsp?origin=34&id=2186" class="contenu" target="_blank">Air Liquide donne la priorit&eacute; aux services en ligne</a><br><img src="/common/img/none.gif" width="1" height="20" border="0"><b><img src='/actualite/articles/img/pct_kompass.gif' border=0> Services Kompass</b><br>- <a href="http://www.indexel.net/doc.jsp?id=1218&origin=34" class="contenu">Quatre outils professionnels pour chercher sur le Net</a><br>- <a href="http://prof.estat.com/cgi-bin/ft/279079138368?class=Services_EasyConsulting&page=Services_EasyConsulting_Home&estat_url=http%3A%2F%2Fwww.kompass.fr%2Fservices%2Feasy_consulting%2Findex.php%3Fmy_page%3Dfr_index.htm" class="contenu">Contactez nos Experts en Business Plan, Financement et Internet ... Devis Gratuit</a><br><img src="/common/img/none.gif" width="1" height="20" border="0"><b><img src='/actualite/articles/img/pct_articles.gif' border=0> Articles</b><br>- <a href="http://www.indexel.net/doc.jsp?id=1087&origin=34" class="contenu">Le nouveau visage du veilleur</a>&nbsp;<img src="/common/img/lien_fleche_k.gif" border="0"><br>- <a href="http://www.indexel.net/doc.jsp?id=2221&origin=34" class="contenu">Veille technologique : une arme d&eacute;cisionnelle strat&eacute;gique</a>&nbsp;<img src="/common/img/lien_fleche_k.gif" border="0"><br>- <a href="http://www.indexel.net/doc.jsp?id=1499&origin=34" class="contenu">Veille &eacute;conomique : lunion fait la force</a>&nbsp;<img src="/common/img/lien_fleche_k.gif" border="0"><br>- <a href="/actualite/articles/article.php?ind=2235&mots=google" class="contenu">Google r&eacute;invente la recherche sur Internet</a>&nbsp;<img src="/common/img/lien_fleche_k.gif" border="0"><br><img src="/common/img/none.gif" width="1" height="20" border="0"><b><img src='/actualite/articles/img/pct_chaines_thematiques.gif' border=0> Chanes thmatiques</b><br>- <a href="/actualite/index_all.php?sect=inter&rub=0" class="contenu">Internet</a><br>- <a href="/actualite/index_all.php?sect=info&rub=0" class="contenu">Informatique</a><br>- <a href="/actualite/index_all.php?sect=veil&rub=0" class="contenu">Veille</a><br><img src="/common/img/none.gif" width="1" height="10" border="0"><br></td> 			<td width="2" background="/common/img/pointille_vertical.gif"><img src="/common/img/none.gif" width="2" height="1" border="0"></td> 		</tr> 		<tr valign="top"><td colspan="4" background="/common/img/bas_pointille_k.gif" class="contenu" width="150" height="7"><img src="/common/img/none.gif" width="1" height="7" alt=""></td></tr> 	</table> <b>6 pistes pour optimiser votre veille sur Internet</b><br><br><img src="/actualite/articles/img/2943.gif" align="left" hspace="5" vspace="5"><b>Partenaires, prospects et concurrents saffichent sur le Web. Une situation id&eacute;ale pour r&eacute;aliser une veille concurrentielle ou strat&eacute;gique &agrave; moindre frais en sappuyant sur des outils gratuits et n&eacute;anmoins efficaces.</b><br /> <br /> <p>La plupart des entreprises classent la veille technologique, strat&eacute;gique ou concurrentielle dans la rubrique "science occulte r&eacute;serv&eacute;e aux gourous". A limage de News.google.com ou de Ciao.com, il existe pourtant des outils gratuits qui peuvent aider nimporte quelle entreprise &agrave; mettre en place des dispositifs de veille rudimentaires mais efficaces.<br /> <br /> <b>Surveiller ses concurrents et son march&eacute;</b><br /> <br /> <B>Piste 1 : sites et listes de diffusion des concurrents.</B><br>Les concurrents affichent leur strat&eacute;gie et lactualit&eacute; de leur entreprise sur leur site. Trois sources sont particuli&egrave;rement int&eacute;ressantes : la section presse qui regroupe les communiqu&eacute;s de lentreprise, <A class=contenu HREF="http://www.guilbert.com/actu.asp" target="new">la page dactualit&eacute;s</A> et les listes de diffusion. Quand il sagit dune grande entreprise, deux listes sont g&eacute;n&eacute;ralement disponibles : lactualit&eacute; commerciale de lentreprise (nouveaux produits, nouveaux clients, etc.) et lactivit&eacute; financi&egrave;re si la soci&eacute;t&eacute; est cot&eacute;e en bourse.</span></p><p><span class="ParagrapheArticle"><B>Piste 2 : sites boursiers.</B><br>Les sites boursiers tels que <A class=contenu HREF="http://www.boursorama.fr" target="new">Boursorama</A>, <A class=contenu HREF="http://www.companynews.fr/" target="new">CompanyNews</A> ou <A class=contenu HREF="http://www.prline.fr" target="new">PRLine</A> permettent de compl&eacute;ter ces informations avec des donn&eacute;es et des analyses &agrave; jour. Bousorama propose par exemple des <A class=contenu HREF="http://www.boursorama.com/conseils/sectorama/sectorama_index.phtml" target="new">analyses sur des march&eacute;s</A>, des <A class=contenu HREF="http://www.boursorama.com/infos/actualites/actu_societes_code.phtml?symbole=1rPCA" target="new">fiches d&eacute;taill&eacute;es</A> sur chaque soci&eacute;t&eacute; cot&eacute;e, etc. PRLine permet de son c&ocirc;t&eacute; de s&eacute;lectionner un <A class=contenu HREF="http://www.prline.fr/main.asp?fil=&Industry=1010000" target="new">secteur dactivit&eacute;</A>, une liste dentreprise ou des th&egrave;mes &agrave; suivre (<A class=contenu HREF="http://www.prline.fr/main.asp?fil=&Theme=2010100" target="new">accords financiers</A>, <A class=contenu HREF="http://www.prline.fr/main.asp?fil=&Theme=2020800" target="new">nouveaux contrats</A>, etc.). Ce site envoie dailleurs un e-mail dalerte d&egrave;s quune nouvelle information correspond aux crit&egrave;res s&eacute;lectionn&eacute;s.</span></p><p><span class="ParagrapheArticle"><B>Piste 3 : recherches enregistr&eacute;es et meta moteurs.</B><br> Il est bien entendu possible de compl&eacute;ter ces informations pouss&eacute;es vers lutilisateur par une recherche ponctuelle sur un sujet donn&eacute;. Certains meta moteurs tels que Profusion permettent d<A class=contenu HREF="http://www.profusion.com/default.asp?agt=0!5!&cobid=ess&sid={ECE5F7D0-F709-40AF-8170-B4193BE74CB7}&queryterm=" target="new">enregistrer ses recherches</A> effectu&eacute;es sur une cat&eacute;gorie de moteurs de recherche et dannuaires. Bien entendu, rien ne vous emp&ecirc;che denregistrer dans les favoris de votre navigateur des <A class=contenu HREF="http://www.google.com/search?num=20&hl=fr&ie=UTF-8&oe=UTF-8&as_qdr=m3&q=eau+%22sant%C3%A9+publique%22+alerte+-%22avis%22+-%27livre%22+%2BFrance&as_qdr=m3&lr=lang_fr" target="new">requ&ecirc;tes complexes</A> effectu&eacute;es dans Google. Vous naurez plus qu&agrave; les visiter &agrave; fr&eacute;quence r&eacute;guli&egrave;re.</span></p><p><span class="ParagrapheArticle"><B>Piste 4 : portails sectoriels.</B><br> Bien quils nexistent pas dans tous les secteurs dactivit&eacute;, ces sites proposent g&eacute;n&eacute;ralement un synth&egrave;se des informations recueillies lors dune d&eacute;marche de veille. Cest le cas par exemple de <A class=contenu HREF="http://www.france-elec.com/" target="new">France-Elec</A> dans le domaine de l&eacute;lectricit&eacute; et de l&eacute;lectronique ou de <A class=contenu HREF="http://www.plasticway.com/" target="new">Plasticway</A> d&eacute;di&eacute; &agrave; la plasturgie. Ces portails proposent g&eacute;n&eacute;ralement une newsletter qui condense une foule dinformations utiles.</span></p><p><span class="ParagrapheArticle"><b>Etudier ses clients et prospects</b></span></p><p><span class="ParagrapheArticle"><B>Piste 5 : communaut&eacute;s et sites davis.</B><br> Les sites communautaires se distinguent des portails sectoriels car ils sont plut&ocirc;t tourn&eacute;s vers les consommateurs et int&egrave;grent des outils tels que les forums. Ce sont dexcellents capteurs pour se faire une id&eacute;e de ce que pensent les clients. A mi-chemin entre site portail et communaut&eacute;, <A class=contenu HREF="http://sooaf.com" target="new">Sooaf.com</A> regroupe par exemple les passionn&eacute;s deau min&eacute;rale (!), <A class=contenu HREF="http://www.pleinchamp.com/" target="new">Pleinchamp.com</A> f&eacute;d&egrave;re les professionnels de lagriculture ou, dans un autre registre, <A class=contenu HREF="http://www.seamply.com/forum/" target="new">Seamply.com</A> et <A class=contenu HREF="http://www.macmusic.org/home/?lang=FR" target="new">Macmusic.org</A> permettent aux amateurs de nautisme ou de mat&eacute;riels Hi-fi de se retrouver en ligne. Les forums de ces sites proposent dailleurs des "conseils dachat" qui en disent long sur les d&eacute;ceptions des consommateurs par rapport &agrave; un produit donn&eacute;. De plus, ils permettent, au-del&agrave; de la veille pure, dengager un dialogue anonyme avec les membres pour valider des pistes d&eacute;volution des produits ou comprendre les sources de leur m&eacute;contentement. Dans ce domaine, le site davis de consommateurs <A class=contenu HREF="http://www.ciao.fr/" target="new">Ciao.fr</A> est une vraie mine dor.</span></p><p><span class="ParagrapheArticle"><b>Contr&ocirc;ler son image de marque</b></span></p><p><span class="ParagrapheArticle"><B>Piste 6 : revue de presse en ligne.</B><br> La veille est souvent aussi synonyme de contr&ocirc;le de limage de marque et de r&eacute;pondre &agrave; la question : "qui dit quoi sur ma soci&eacute;t&eacute; ?". Outre les forums et sites davis, il existe des moteurs tels que lexcellent <A class=contenu HREF="http://news.google.com/news?hl=en&q=Guilbert&btnG=Search+News" target="new">News.google.com</A> qui permettent de rechercher un mot cl&eacute; uniquement sur des sites media. Les listes de diffusion propos&eacute;es par les sites de presse sp&eacute;cialis&eacute;e sont &eacute;galement tr&egrave;s pratiques.</span></p><p align="right"><a href="mailto:redaction@indexel.net?subject:Article_Kompass_6pistes_veille" class=contenu>David Th&eacute;venon</a></p><br><br><i>Copyright : Indexel.net</i><br>		<br><br> 		<table width="" border="0" cellpadding="0" cellspacing="0"> 			<tr><td colspan="3"><img src="/common/img/pointille_470.gif" width="470" height="1" border="0"></td></tr> 			<tr><td colspan="3"><img src="/common/img/none.gif" width="1" height="5" border="0"></td></tr> 			<tr> 				<td width="230" valign="top" class="contenu"></td> 				<td width="10" class="contenu"><img src="/common/img/none.gif" width="10" height="1"></td> 				<td width="230" valign="top" class="contenu" align="right"></td> 			</tr> 			<tr><td colspan="3"><img src="/common/img/none.gif" width="1" height="10" border="0"></td></tr> 		</table>  		<table width="" border="0" cellpadding="0" 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