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digital strategy & e-reputation

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lecture given at Ichec during the module of digital strategy

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digital strategy & e-reputation

  1. 1. Jacques Folon www.folon.com Partner Edge Consulting Professeur ICHEC Maître de conférences Université de Liège Professeur invité Université Saint Louis (BXL) Université de Lorraine ESC Rennes School of Business E-reputation Personal branding Employer branding DIGITAL STRATEGY
  2. 2. BRANDING E-REPUTATION AND SOCIAL MEDIA CRISIS EMPLOYER BRANDING PERSONAL BRANDING
  3. 3. 1. BRANDING https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1
  4. 4. https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1
  5. 5. https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1
  6. 6. https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1
  7. 7. IS IT ONLY A COFFEE? https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1
  8. 8. SAME THING ? https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1
  9. 9. https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1
  10. 10. YOUR TRADE MARK IS NOT WHAT YOU SAY, IT IS WHAT GOOGLE SAYS
  11. 11. THE CONSUMER CHANGED
  12. 12. 17
  13. 13. 2. E-REPUTATION 18
  14. 14. ONE FAMOUS CASE AND THE COMPANY’S ANSWER 20
  15. 15. 21
  16. 16. How Online Reputation Can Be Ruined www.recoverreputat ion.com Don’t Do This: How To Ruin Your Online Reputation
  17. 17. How Online Reputation Can Be Ruined www.recoverreputat ion.com Image courtesy by DeclanTM Image courtesy by DeclanTM Political Comments – Tweets, Facebook, etc. posts can be harmful – Can turn off half your clients
  18. 18. How Online Reputation Can Be Ruined www.recoverreputat ion.com Image courtesy by DeclanTM Image courtesy by DeclanTM Embarrassing Photographs – Headhunters or employers could be watching – Looks unprofessional
  19. 19. How Online Reputation Can Be Ruined www.recoverreputat ion.com Image courtesy by DeclanTM Image courtesy by DeclanTM No or little web presence – Not found on first page of Google means less sales – Makes you appear untrustworthy
  20. 20. How Online Reputation Can Be Ruined www.recoverreputat ion.com Image courtesy by chellseeyy Personal material shows up in search engines – Appears unprofessional – Could be damaging
  21. 21. How Online Reputation Can Be Ruined www.recoverreputat ion.com Competitors or disgruntled ex- employees – Destroy your reputation – Write lies, negative posts, “hijack” domains
  22. 22. How Online Reputation Can Be Ruined www.recoverreputat ion.com Image courtesy by Dirk Vorderstraße Harmful reviews or anonymous posts from troublesome sites – Result in lost business
  23. 23. How Online Reputation Can Be Ruined www.recoverreputat ion.com Negative Reputation Leads to 
 Lost Sales – Result in lost business
  24. 24. For professionals such as lawyers, accountants, financial advisors or others: If a negative link shows up on the first page of a Google search page, clients stops calling
  25. 25. crisis
  26. 26. 3
  27. 27. XXST CENTURY EMPLOYER COMMUNICATION
  28. 28. TODAY’S EMPLOYER BRANDING
  29. 29. MARKETING & HR TOGETHER FOR BRANDING
  30. 30. SOME EXAMPLE OF EMPLOYER BRANDING COMMUNICATION
  31. 31. Recruitement in 1980 71http://img.over-blog.com/600x311/3/35/60/49/Le-Recrutement-2.0.png
  32. 32. Recruitement in 2000 72http://img.over-blog.com/600x311/3/35/60/49/Le-Recrutement-2.0.png
  33. 33. Recruitement 2.0 73http://img.over-blog.com/600x311/3/35/60/49/Le-Recrutement-2.0.png
  34. 34. SOME DIFFERENT EXAMPLES ? 54
  35. 35. PERSONAL BRANDING
  36. 36. https://fr.slideshare.net/mohamedyasser5473894/personal-branding-you-book/3-You_Are_in_a_Competitive
  37. 37. HOW TO START WITH A PERSONAL BRAND ?
  38. 38. https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1
  39. 39. https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1
  40. 40. https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1
  41. 41. NICE TOOL
  42. 42. E-recruitment 74 http://altaide.typepad.com/.a/6a00d83451e4be69e2015393d67f60970b-500wi
  43. 43. “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” C. Darwin
  44. 44. 87
  45. 45. Crédits (MOSTLY ON SLIDESHARE) •Christel Letist http://christelle.letist.com/ •Cyril BladieR http://fr.slideshare.net/cyril-bladier •cyril.bladier@business-on-line.fr •http://fr.slideshare.net/ latelierutm_campaign=profiletracking&utm_medium=sssite&utm_source=ssslideview •Kevin Cassidy : http://fr.slideshare.net/kevincassidy313? utm_campaign=profiletracking&utm_medium=sssite&utm_source=ssslideview •https://fr.slideshare.net/mohamedyasser5473894/personal-branding-you-book/3- You_Are_in_a_Competitive file:///Users/jacquesfolon/Downloads/ howtousepersonalbrandingtostandout-170226112747.pdf •https://fr.slideshare.net/onlinereputationrepair/online-reputation-management-what-is-it-and- how-to-repair-it?qid=83ddb72b-aef6-4cfb-9847-28c0d01c2cd2&v=&b=&from_search=1 •https://fr.slideshare.net/onlinereputationrepair? utm_campaign=profiletracking&utm_medium=sssite&utm_source=ssslideview •https://fr.slideshare.net/linkedin-talent-solutions/employer-branding-20-where-do-we-go-from- here-talent-connect-2016?qid=80f47d9b-8314-4221-9de7-e4e86d8c3b79&v=&b=&from_search=4 •https://fr.slideshare.net/linkedin-talent-solutions/employer-branding-20-where-do-we-go-from- here-talent-connect-2016?qid=80f47d9b-8314-4221-9de7-e4e86d8c3b79&v=&b=&from_search=4

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