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Cours #10 E-Réputation et personnal branding

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Dans ce cours nous revenons sur le métier de la veille et ce nouveau marché qu'est la réputation sur Internet. Nous nous intéressons à la E-réputation des marques et des individus. Nous expliquons ainsi l'importance du Personnal Branding.

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Cours #10 E-Réputation et personnal branding

  1. 1. E-RÉPUTATIONETPERSONNALBRANDING Cours #10 : Communiquer sur les médias sociaux LEA 2014 Paris 3 1
  2. 2. QU’AVEZVOUSRETENUDUDERNIERCOURS? Qu’estcequel’internetdesobjets? Qu’estcequeleRFID? Qu’estcequelekindle? QuelestleprincipedelaloideMoore? Qu’estcequivareprésenterlamoitiéduPIBmondiald’ici2025selon «Generalelectrics»? QuelssontlesdifférentsacteursduM2M? Donner5exemplesdeservicesouobjetsconnectés? 2
  3. 3. LESCOURS #1Semainedu29septembre:Histoiredelatélécommunicationetdesmédias #2Semainedu6octobre:Communication2.0 #3Semainedu13octobre:Réseauxsociauxetbusinessmodel #4Semainedu20octobre:Lesblogs,lesforumsetwiki #5Semainedu3novembre:L'écosystèmeGoogle #6Semainedu10novembre:L’écosystèmeFacebook #7Semainedu24novembre:L’écosystèmeTwitter #8Semainedu1erdécembre:Lesmétiersdel’Internet #9Semainedu8décembre:L’internetdesobjets #10Semainedu15décembre:E-réputationetpersonalbranding Semainedu5janvier:Evaluation
  4. 4. LAEREPUTATION 4
  5. 5. DÉFINITION C’estl’opinioncommune(informations,avis,échanges, commentaires,rumeurs…)surleWebd'uneentité(marque, personne,morale(entreprise)ouphysique(particulier),réelle (représentéeparunnomouunpseudonyme)ouimaginaire). Elle correspondàsonidentitéassociéeàlaperceptionqueles internautess'enfont. 5
  6. 6. RÉPUTATIONVSIMAGE L’imaged’unemarqueestlareprésentation qu’ellesedonnevis-à- visdesesproduitsetservices. Saeréputationestlareprésentationquelesinternautesdonnentde cettemarquesurInternet. 6
  7. 7. CHRONOLOGIEDEL’EREPUTATION 7
  8. 8. UNENJEUPOURLESMARQUES Cettenotoriéténumériqueestunfacteurdedifférenciation fondamental. 8
  9. 9. POURRÉSUMER:C’ESTCEQUEGOOGLEDITDEVOUS 9
  10. 10. LASTRATÉGIED’E-RÉPUTATION 10
  11. 11. COMMENT? Ellesefaçonneparlamiseenplaced'élémentspositifsetla surveillancedesélémentsnégatifs. 11
  12. 12. STRATÉGIED’E-RÉPUTATION 1)Cartographier Recenser les conversations d’une marque à un instant T pour comprendre ce qu’on dit d’elle. 2)Analyser Etablir une matrice SWOT des conversations. (Forces/ Faiblesses/ Opportunités/ Menaces) 3)Préparer Rédiger un cahier des réponses par type de conversation. 4)Répondre Bien que certaines réponses vont relancer le débat et redonner de la visibilité à une publication, il ne faut pas laisser la éréputation d’une marque en pâture à des internautes indélicats (C’est du cas par cas). 12
  13. 13. COMMENTRÉPONDRE? Etreprofessionnel,transparent,authentique,sincère,empathique, courtoisetuneorthographeirréprochable. Faceauxavispositifs: Remercier, pas de réponse type, rebondir sur une partie de l’avis, mettre en valeur les points positifs, signer du directeur. Faceauxavisnégatifs: Remercier le client pour son avis. Écouter et comprendre son problème : compassion, regret que des insatisfactions se soient révélées, excuses. Expliquer pourquoi le problème a eu lieu. Mettre en avant des points positifs. Proposer une solution. Signer l’avis de son nom (propriétaire ou directeur). 13
  14. 14. 14
  15. 15. STRATÉGIED’E-RÉPUTATION 5)Monitorer Effectuer une veille sur les mots clefs de la marque et de ses dirigeants. 15
  16. 16. QUELSOUTILS? 16
  17. 17. EXEMPLE 17
  18. 18. LASNCF Surveiller,êtreàl’écouteetentamerledialogue. 18
  19. 19. LESNETTOYEURSDUNET 19
  20. 20. GÉRERLESCRISES 20
  21. 21. LESTYPOLOGIESDECRISESSURINTERNET 21
  22. 22. EXEMPLE:ABERCROMBIEETFITCH 22
  23. 23. SUITE 23
  24. 24. NOUSC’ESTLEGOÛT L’histoire Intoxication alimentaire d’un jeune de 14 ans à 21h dans un restaurant Quick d’Avignon cap sud. Lagestion Le lendemain : Vidéo et communiqué du PDG relayé sur Facebook et Youtube. Condoléances, excuses, explications et solutions : « Renforcer ses contrôles et les mesures d'hygiène» dans ses restaurants. Communication lors des mesures d’hygiène. 24
  25. 25. PERSONNALBRANDING 25
  26. 26. DÉFINITION Lemarketingpersonnelexprimelefaitdecréeretdegérersapropre identiténumériquecommeunemarque.Cettemarquepersonnelle estl'additiond'uneréputationetd'uneidentitéprofessionnelle. 26
  27. 27. COMMENT? 27
  28. 28. 28
  29. 29. COMMENT? LesplateformesdeCV: Doyoubuzz ou encore moncv.com etc. Lesréseauxsociauxprofessionnels: Linked In, Viadéo en France ou encore Xing en Allemagne Lesréseauxsociauxperso: La plateforme de micro blogging : Twitter Google plus, Facebook Lesplatefomesimages: Flickr, insta pinterest etc. Lesplateformesdequestions: Quora, ask etc. Lacréationdecontenu: Le blogging, Les plateformes de création de contenu : le post, Agoravox, le plus Les interviews, le guest blogging … Voshobbies les sites de vos loisirs (assoc etc.) 29
  30. 30. CONSEILS
  31. 31. #1DURALEXSEDLEX Celasembleévident,maisilfautrespecterlaloi. 31
  32. 32. #2LACONVERSATIONESTPUBLIQUE Attentionàcequevousdites Lapositiveattitude 32 
  33. 33. #3PARAMÉTREZ Segmentezetprotégezvotrevieprivée! 33
  34. 34. #4SURVEILLEZ 34
  35. 35. #5CRÉEZETENTRETENEZVOTREE-RÉPUTATION Publiezducontenupositif,témoignezdevotreexpertise 35
  36. 36. CONCLUSION 36
  37. 37. 68%DESEMPLOYEURSSERENSEIGNENT SurInternetvousn’êtespasentreamis.Toutcequevousdites resteralàouvousl’avezmis! VotreEreputationSECREE, S’ENTRETIENT,NEVOUSAPPARTIENTPAS,SEPROTEGE! 37 Source : http://www.blog-emploi.com/stalking/
  38. 38. CRÉATIONDECONTENUS 38
  39. 39. VOSARTICLES 39
  40. 40. #1INSTAGRAM 260Votes- 32commentaires–95likes–14tweets 40
  41. 41. #2NESPRESSO 126votes-17likes–1commentaire–0tweet 41
  42. 42. #3JEROMEJARRE 119votes–4commentaires–24likes-17tweets–1likede jeromejarre 42
  43. 43. MERCIPOURVOTREATTENTION LEA – Paris 3 Alexandre Moussier @mouss 43
  44. 44. REMERCIEMENTETSOURCES Remerciements: Roland Crepeau (Vanksen) : https://twitter.com/R0land Cyrille Chaudoit : https://twitter.com/cchaudoit Sources: http://fr.slideshare.net/clemencebj/personal-branding-etudiants-igs http://fr.slideshare.net/communitymanagervannes/prsentation- ereputation-csm-auray-28-juin-2012?qid=f4b4b10e-04e5-4990- b1fa-b99348a6d55c&v=qf1&b=&from_search=10 http://fr.slideshare.net/Vanksen/erputation-et-marques-tat-de-lart- et-enjeux-by-vanksen 44

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