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Introduction au personal branding

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Autant l'on effectue des recherches sur les informations partagées par autrui; autant autrui peut essayer de se renseigner sur nous. Grâce à internet, les possibilités de renseignement sont multiples. La réflexion autour du personal branding permet d'adopter une stratégie autour de notre identité, notre image qui soit perçue par autrui tel que nous l'avons pensé. Il s'agit de contrôler les informations qui nous concernent sur le web et même dans l'esprit des gens. C'est une perpétuelle pratique d'amélioration que cette présentation essaye d'introduire

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Introduction au personal branding

  1. 1. Le personal branding Intervenante: Danielle Bebey Théorie et pratique sur le web par Danielle Bebey CNAM 1
  2. 2. Recherche d’information Personal branding Théorie et pratique sur le web par Danielle Bebey CNAM 2 Introduction • Définition • Caractéristiques Présentation d’un outil • Caractéristiques • Lien avec le personal branding Pratique • Séance de pratique
  3. 3. Personal branding « Tout acteur doit agir de façon à donner, de manière intentionnelle ou non, une expression de lui- même, et les autres à leur tour doivent en retirer une certaine impression » (Goffman, 1973). Théorie et pratique sur le web par Danielle Bebey CNAM 3
  4. 4. L’identité Dimension personnelle (traits de personnalité) Dimension interpersonnelle (rapport à autrui) Dimension sociale (place dans la société) (Pérea, 2011) Théorie et pratique sur le web par Danielle Bebey CNAM 4
  5. 5. La marque c’est vous!! L’entreprise Vous (en toute authenticité) Produit (coca, iPhone, etc.) Votre personnalité, votre travail, votre style, etc. Prix (1,3 e; 800 e; etc.) La valeur à faire associer à votre personnalité, votre travail, etc. Distribution (supermarché, Fnac, etc.) Le moment de la mise en valeur: à tout moment, au bureau, etc. Communication (télévision, panneaux dérouleurs, etc.) Par quels moyens: la parole (interview, expression orale), le bouche à oreille, le réseau relationnel, internet, carte de visite, etc. Théorie et pratique sur le web par Danielle Bebey CNAM 5
  6. 6. La veille informationnelle L’entreprise Vous (en toute humilité) Les concurrents Qui peut vous arriver à la cheville? A qui voulez-vous ressembler? Entourage, personnalité publique, etc. Les clients Qui sont les récepteurs de cette stratégie? Les amis, les collègues, etc. Les fournisseurs Quels sont les outils ou personnes qui peuvent m’aider dans ma démarche? Le SWOT: les opportunités, les menaces, les forces, les faiblesses Les tendances, l’âge, le caractère, l’expérience, la culture, etc. Théorie et pratique sur le web par Danielle Bebey CNAM 6
  7. 7. Se connaître Diagnostiquer ses forces et ses faiblesses (défauts et qualités/talents)* Identifier votre marque potentielle Se profiler Théorie et pratique sur le web par Danielle Bebey CNAM 7
  8. 8. Avoir une stratégie Théorie et pratique sur le web par Danielle Bebey CNAM 8 Planification de sa démarche Auto évaluation Évaluation par les pairs Mesure des limites Objectifs d’évolution
  9. 9. Recherche d’information Personal branding Théorie et pratique sur le web par Danielle Bebey CNAM 9 Introduction • Définition • Caractéristiques Présentation d’un outil • Caractéristiques • Lien avec le personal branding Pratique • Séance de pratique
  10. 10. Outils du personal branding (en termes de réputation) • En face-à-face Cadeau, sourire, bienveillance, politesse, attitude, apparence, etc. • De manière virtuelle Réseaux sociaux (Facebook, Instagram, Snapchat…), les blogs/vlogs créés, les avis donnés, les articles publiés, etc. Théorie et pratique sur le web par Danielle Bebey CNAM 10
  11. 11. Réseaux sociaux • Définition « Un réseau social est une application Internet dédiée à la communication avec ses connaissances, à la rencontre de nouvelles personnes ou à la construction de son réseau professionnel. » Marketing et Performance Interactifs (Web Marketing, 2014) Théorie et pratique sur le web par Danielle Bebey CNAM 11
  12. 12. Réseaux sociaux pro Vs réseaux sociaux perso RSE • Le but est purement professionnel • Le vocabulaire est maitrisé • Le référencement du profil dépend de la pertinence des informations • Le relationnel (esprit d’équipe) vendu sur le cv doit être perçu sur son profil • La gestion d’image est évaluée • La confidentialité est importante RSP • Les buts sont multiples • Les contacts sont à majorité des personnes déjà rencontrées • Les contacts ont les mêmes centres d’intérêt • Actualité people, mode, technologies • Jeux et applications, etc. Le vocabulaire est relâché et n’est pas forcément sanctionné Théorie et pratique sur le web par Danielle Bebey CNAM 12
  13. 13. Profil professionnel sur les réseaux sociaux - Photo professionnelle; - Entête accrocheuse, - Résumé précis avec mots clés; - Contact disponible, - Détails des missions, - Remplir toutes les rubriques, - Recommander et être recommandé par les personnes qu’on connait, - Rencontrer de nouvelles personnes issues de votre réseau, - Intégrer des groupes et participer de temps en temps, - Suivre des entreprises et des personnes influentes dans votre domaine surtout, - mettre à jour ses données Théorie et pratique sur le web par Danielle Bebey CNAM 13
  14. 14. Statistiques Théorie et pratique sur le web par Danielle Bebey CNAM 14
  15. 15. Présentation d’une page LinkedIn • Profil • Sommaire • Statistiques d’engagement • Activités sur LinkedIn • Expériences • Formation • Volontariat • Recommandations et Compétences • Réalisations • Groupes et centres d’intérêt Théorie et pratique sur le web par Danielle Bebey CNAM 15
  16. 16. Best practices • Construire la relation • Savoir que le réseau n’est pas anonyme • Être réactif • Ne pas partager des faux liens • Se renseigner sur les profils • Ne pas donner des avis négatifs • Utiliser les options (images, slideshare, publication, etc.) • Mentionner votre profil sur des documents tels que le cv • Intervenir sur les pages entreprises • Classez vos compétences Théorie et pratique sur le web par Danielle Bebey CNAM 16
  17. 17. Recherche d’information Personal branding Théorie et pratique sur le web par Danielle Bebey CNAM 17 Introduction • Définition • Caractéristiques Présentation d’un outil • Caractéristiques • Lien avec le personal branding Pratique • Séance de pratique
  18. 18. Définir son identité sur LinkedIn Théorie et pratique sur le web par Danielle Bebey CNAM 18
  19. 19. Récapitulatif de la séance Penser sa marque comme une entreprise (identité, réputation, stratégie, etc.) puis adopter une attitude naturelle Se remettre en question pour évoluer Adopter une attitude professionnelle, originale et authentique Théorie et pratique sur le web par Danielle Bebey CNAM 19
  20. 20. Je vous remercie !!! 20Théorie et pratique sur le web par Danielle Bebey CNAM

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