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Quand la notoriété flirte avec le marketing par Stephan Pire et Anaïs Gretry | Liege Creative, 26.02.13

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Là où, il y a quelques années, les canaux de diffusion variaient lorsqu’il s’agissait de commercialiser un produit, de partager le fruit d’une recherche ou une création artistique, un concept vaut aujourd’hui pour garantir le rayonnement souhaité à ce que vous entreprenez : "le personal branding". Ce phénomène s’est imposé, évidemment, avec l’usage des réseaux sociaux.
On observe ainsi, par exemple, qu’articuler la communication autour d’un individu qui représente une Marque permet d’établir plus rapidement une confiance entre les consommateurs et la Marque et que cela génère également plus d’audience.
Ensemble, au cours de ce lunch-conférence LIEGE CREATIVE, nous réfléchirons à ce phénomène qui dépasse la simple méthodologie de marketing et nous répondrons à différentes questions : cette stratégie vaut-elle pour tous les domaines, que faut-il intégrer dans sa stratégie, quels écueils éviter pour augmenter positivement sa réputation en ligne ?

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Quand la notoriété flirte avec le marketing par Stephan Pire et Anaïs Gretry | Liege Creative, 26.02.13

  1. 1. Quoi de neuf, Docteur ?Quand la notoriété flirte avec le marketingAnaïs GRETRY, HEC-ULgStephan PIRE, epoKsy.org
  2. 2. Avec le soutien de :
  3. 3. Quand  la  notoriété  flirte  avec  le   marke3ng  Julie  COMPAGNON  Ar$ste      Anaïs  GRETRY  Chercheuse  /  Doctorante  sur  leMarke$ng,    HEC-­‐Ulg    Stephan  PIRE  Product  Development  Director,  epoKsy.org    
  4. 4. Le  Personal  Branding,  c’est  quoi?   Construire  votre  image  de  marque… personnelle!  
  5. 5. Les  domaines   Individus   Entreprises   Ar3stes   Besoin  de   Besoin  d’     Besoin  de   reconnaissance   «  humaniser  »  son   reconnaissance  de   image   son  art  &  talent  Se  meJre  en  avant  à   Se  meJre  en  avant   Se  meJre  en  avant   pour  son  art  &  talent   $tre  personnel   pour  son  entreprise  
  6. 6. Les  domaines   Individus   Entreprises   Ar3stes   Besoin  de   Besoin  d’     Besoin  de   reconnaissance   «  humaniser  »  son   reconnaissance  de   image   son  art  &  talent  Se  meJre  en  avant  à   Se  meJre  en  avant   Se  meJre  en  avant   pour  son  art  &  talent   $tre  personnel   pour  son  entreprise  
  7. 7. Les  domaines   Individus   Entreprises   Ar3stes   Besoin  de   Besoin  d’     Besoin  de   reconnaissance   «  humaniser  »  son   reconnaissance  de   image   son  art  &  talent  Se  meJre  en  avant  à   Se  meJre  en  avant   Se  meJre  en  avant   pour  son  art  &  talent   $tre  personnel   pour  son  entreprise  
  8. 8. Personal  Branding   1.  Individus  Un  peu  d’histoire…  •  Tom  Peters  (1997)  •  «  Me.inc  »  •  Personal  brand  à  Signe  de   dis$nc$on    Influence  des  réseaux  sociaux  Les  contenus  que  vous  diffusez  déterminent  comment  votre  audience  vous  perçoit.  
  9. 9. Personal  Branding  
  10. 10. “Qui  suis-­‐je  ?”  Découvrir  vos  valeurs,  vos  passions  afin  de  faire  émerger  et  d’expliciter   votre  iden$té  professionnelle     Mieux  vous  connaître     Connaissance  de  soi   Personal   Branding  
  11. 11. Mieux  vous  connaître     Connaissance  de  soi   Personal   Mieux  vous  faire   Branding   connaître   Iden,té  A  travers  des  méthodes  et  des  ou$ls  qui  permeJent  de  gérer  et  promouvoir  votre  iden$té  personelle/professionnelle    
  12. 12. Mieux  vous  connaître     Connaissance  de  soi   Personal  Mieux  vous  faire   Branding   Mieux  vous  faire  connaître   reconnaître  Iden,té   Réputa,on       Être  reconnu  pour  vos  mérites  par   votre  entourage  professionnel  et   surtout  par  vos  interlocuteurs   (clients,  prospects,  recruteurs,   employeurs)    
  13. 13. Mieux  vous  connaître     Connaissance  de  soi   Personal  Mieux  vous  faire   Branding   Mieux  vous  faire  connaître   reconnaître  Iden,té   Réputa,on      
  14. 14. Personal  Branding   2.  Entreprises   Quel  intérêt  pour  les  entreprises?    •  Corporate/Product  Branding  wPersonal  Branding  •  Humanisa3on  de  son  entreprise    MeJre  en  avant  les  humains  représentant  la    marque:  PDG  &  collaborateurs    •  Accroître  la  confiance,  l’aJachement  émo$onnel   et  l’engagement  du  consommateur    Exemples:  Steve  Jobs  (Apple),  Richard  Branson  (Virgin),  Fornieri  (Mithra  Pharmaceu,cals),  etc.        
  15. 15. Personal  Branding   3.  Ar3stes   Se  meJre  aussi  en  avant  pour  pouvoir   promouvoir  son  talent,  son  art.                          Julie  Compagnon  
  16. 16. Impliquer  l’audience  
  17. 17. Interagir  en  Live  avec  l’Audience  
  18. 18. Opportunités  en  Ligne  
  19. 19. Ecueils  à  éviter  
  20. 20. Modéra$on  
  21. 21. Du  sang  froid…  
  22. 22. Nouveaux  enjeux  
  23. 23. Choix  du  média   Social  B2C   B2B  
  24. 24. Choix  du  média   Social  B2C   B2B  
  25. 25. Choix  du  média   Social  B2C   B2B  
  26. 26. Choix  du  média   Social  B2C   B2B  
  27. 27. Timing  
  28. 28. Offline  vs  Online  
  29. 29. Engager  l’audience  
  30. 30. L’effet  secondaire  

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