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A brand is that peculiar combination of attributes that delivers a set of benefits (through a product or service) that meets the needs of a consumer.
Transcript of "Introduction 2013"
1. E-réputation Personal Branding MT116EMLYON Business School ©2012 LHST
Agenda & Objectives Admin Economy Technology Talent ©2011 ©2012 LHST
Administration Admin Economy Technology Talent ©2011 ©2012 LHST
The Brand Called Me • We dont own our brands, they live in the minds of those that perceive us. • Intels The Museum of Me • Where does this data come from? • How does the mind The Museum of Me remember? • What exactly is a brand? Admin Economy Technology Talent ©2011 ©2012 LHST
Is more data better? • Search changes the definition of knowledge. • Claims to objectivity are misleading • More data doesn’t mean better data • Not all data carries the same weight • Just because it’s available doesn’t mean it’s ethical • There is a new digital divide Boyd and Crawford 2011 ©2011 ©2012 LHST
Course Objectives We will explore three questions: • How are we evaluated in the information economy? • How are our ideas and perceptions of work constructed and communicated? • How can we harness this knowledge to develop our own unique selling position? Admin Economy Technology Talent ©2011 ©2012 LHST
A holistic approach Personal Branding = Personal Packaging + Personal Development Admin Economy Technology Talent ©2012 LHST
Course Support Date Theme Deliverable Intervenant 14/01/13 8:30 Introduction Competency L. SCHLENKER Review 21/01/13 8:30 Personal Branding Personal Inventory L. SCHLENKER 04/02/13 8:30 Web Curation The Benefits Game J-L KALALA 11/02/13 8:30 Social Media Social Media R. RISSOAN Survey 18/02/13 8:30 Case Studies Online Presence F. BRAHAMI Review 04/03/13 8:30 Digital Footprints Offline Presence L. SCHLENKER Review 11/03/13 8:30 Storytelling Understanding J. MALAURENT Storytelling http://pbranding.sgv2.com/ 18/03/13 8:30 Narrative Narrative L. SCHLENKER Management Management 25/03/13 8:30 SEO and Web Rings Video Analysis J-L KALALA 08/04/13 8:30 Student The Action Plan L. SCHLENKER Presentations Admin Economy Technology Talent ©2011 ©2012 LHST
Course Evaluation Students will be evaluated on the pertinence and ergonomics: • Of the contributions to the our branded community • On the quality and reach of their strategy of personal presence, • And on the coherence and originality of their of personal video. Admin Economy Technology Talent ©2011 ©2012 LHST
Course Deliverables Chacun aura la charge de faire évoluer un des thèmes du module - 30% Votre travail dirigé mettra en œuvre une stratégie personnelle de-réputation – 40 % Enfin, chaque élève va préparer et présenter un vidéocast afin dexposer les leçons retenues – 30 % Admin Economy Technology Talent ©2011 ©2012 LHST
Class Discussion • What is a brand? • How is value measured today? • How can this apply to an individual? • How is your education The Brand Called You influencing your brand? Admin Economy Technology Talent ©2011 ©2012 LHST
The Information Economy Admin Economy Technology Talent ©2011 ©2012 LHST
Branding • A brand is a specific promise of value • A brand is also an image created in the minds of people • A brand is also process used to evoke the perceptions connected with a product or service.“A personal brand is like a piece of classical music on the • When you see a brand like page it may be finished, but it’s not fully realized until it reaches the ears of its audience” Hermès, Michelin or Carrefour, Peter Montoya you associate it with a set of expectations Admin Economy Technology Talent ©2012 LHST
The Interconnected Economy • Economic transformation: The transformation from a manufacturing-based economy to a services-based economy now underway throughout the developed world will accelerate. • One World of Business. Political and economic dynamics are forging a single global market, a global workforce, global customers, partners, and suppliers. • Always On, Always Connected. The challenges of the “always on, always connected” world will be converting information into insights; managing time and staying focused on high priority tasks • NetGen Meets Baby Boom. Workers who will be delivering the innovations and productivity growth of tomorrow, this technology not only won’t come as a surprise, it will be a positive expectation. • Competing for Talent in a Shrinking Workforce: An aging, shrinking workforce in most of the developed world over the next 50 years, maximizing the productivity of the workers that are available is critical. Admin Economy Technology Talent ©2012 LHST
How do we connect? Admin Economy Technology Talent ©2012 LHST
Challenges? • Globalization : the increasingly circulation of information across borders. • Technical progression: the transformation of communication « atoms to bits » • Economic integration: vertical and horizontal integration to profit from economies of scale • Social innovation: human attempts to create new forms of expression • Multitasking : individual efforts to use multiple communication platforms Admin Economy Technology Talent Henry Jenkins ©2011 ©2012 LHST
Defining Personal Branding • The opposite of the next big thing… • A definition : “Achieving personal and professional goals by differentiating yourself and articulating your unique value through a consistent message.” • Is “Branding” simply what we used to call “personal reputation”? • It’s how we use technology that’s evolved Allison Tibbs, www.eXaminer.com, 7/7/09 Admin Economy Technology Talent ©2012 LHST
Information Technology Admin Economy Technology Talent ©2011 ©2012 LHST
Information Technology Information technology is a mirror that proposes a mirror of both you and the organization in which you work • Process centric systems • Web 2.0…. • Social networking applications • Mobile applications • The semantic web Admin Economy Technology Talent ©2011 ©2012 LHST
Process centric systems • Focus on the organization • Improve formal processes • Knowledge is explicit • Leverage transactions • Measure efficiency ©2011 ©2012 LHST
Social Networking Applications • Focus on social networks • Improve the quality of relationships • Knowledge is emerging • Leverage interactions • Measure innovation ©2011 ©2012 LHST
Mobile Applications • Focus on context • Improve reactivity • Knowledge is embedded • Leverage proximity • Measure dissonance ©2011 ©2012 LHST
Semantic Web What story are you trying to tell? Focus Improve Knowledge Leverage Measure Organization Processes Explicit Transactions Efficiency Networks Relationships Emerging Interactions Innovation Context Reactivity Embedded Proximity Dissonance Search Relevancy Connected Proximity CTR ©2011 ©2012 LHST
Focusing on Talent Admin Economy Technology Talent ©2011 ©2012 LHST
Multiple images of You Admin Economy Technology Talent ©2011 ©2012 LHST
You can’t teach business skills Admin Economy Technology Talent ©2012 LHST
What skills do you need? • Baseline competencies – Technical skills – Process knowledge – Collaboration skills – Interpersonal savvy • Critical Differentiators – Integrity/trust – Industry knowledge – Organizational savvy – Solution selling Stefano Principato Admin Economy Technology Talent ©2012 LHST
Exercise – Who are you? 1)Write down a list of words that best describe your values, strengths and attributes (Time limit: 5 minutes). 2) Write down one sentence that best describes what you bring to the table (Time limit: 5 minutes). 3) Write down your own name (Time limit: 1 minute). http://bit.ly/UVGjav Admin Economy Technology Talent ©2011 ©2012 LHST