{"id":24797,"date":"2013-10-16T12:00:00","date_gmt":"2013-10-16T12:00:00","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2013\/10\/16\/temp-8911b338d557d2c7f627d8cc5728c687-2981450.html"},"modified":"2013-10-16T12:00:00","modified_gmt":"2013-10-16T12:00:00","slug":"2-e-reputations-mais-un-seul-personal-branding-1","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/2-e-reputations-mais-un-seul-personal-branding-1\/","title":{"rendered":"2 e.r\u00e9putations, mais un seul personal branding #1"},"content":{"rendered":"

J\u2019ai r\u00e9dig\u00e9 ce papier pour mes amis Yann Gourvennec et Herv\u00e9 Kabla, il para\u00eet aujourd\u2019hui dans <\/em>La communication digitale \u00e0 mon boss<\/strong> que les joyeux duettistes publient chez Kawa \u2013 en commande ici<\/a>, attention, c\u2019est \u00e9pais !<\/em><\/span><\/p>\n

\"la-communication-digitale-expliquee-a-mon-boss.jpg\"<\/a><\/p>\n

Avec le Web social, la fronti\u00e8re devient extr\u00eamement poreuse entre e.r\u00e9putations personnelle et professionnelle : faut-il s\u2019en alarmer \u2026 ou faut-il plus simplement savoir en jouer ?<\/span><\/p>\n

Notre vie priv\u00e9e n\u2019existe plus<\/strong><\/span><\/p>\n

Aline, Albert, John \u2013 peu importe \u2013 publie quelques photos de la derni\u00e8re f\u00eate organis\u00e9e par son \u00e9cole sur sa page Facebook : on y d\u00e9couvre Alain, Albertine, Gustav \u2013 peu importe \u2013 un verre \u00e0 la main \u2026 et compl\u00e8tement nus !<\/span><\/p>\n

Tous leurs amis vont bien s\u2019amuser \u2013 et m\u00eame ceux qui ne connaissent pas Alain, Albertine, etc. : manifestement la petite soir\u00e9e \u00e0 laquelle ils ont particip\u00e9 s\u2019est r\u00e9v\u00e9l\u00e9e bien arros\u00e9e, mais rien de grave !<\/span><\/p>\n

Alain, on le retrouve d\u2019ailleurs sur d\u2019autres pages Facebook, toujours un verre \u00e0 la main, quand ce n\u2019est pas une bouteille, c\u2019est un camarade agr\u00e9able que l\u2019on prend plaisir \u00e0 inviter \u2026 m\u00eame si parfois, il se laisse aller trop loin : bref, il porte depuis longtemps une sacr\u00e9e r\u00e9putation de f\u00eatard \u2013 dans la vie \u00ab r\u00e9elle \u00bb, mais aussi maintenant sur la toile, puisque ses amis l\u2019ont plus qu\u2019\u00e0 son tour \u00e9pingl\u00e9 sur Facebook.<\/span><\/p>\n

Gustav, mis \u00e0 part cette soir\u00e9e o\u00f9 il s\u2019est laiss\u00e9 aller \u00e0 picoler plus que d\u2019habitude avec Alain, se montre tr\u00e8s discret sur Facebook : en fait, il soigne beaucoup plus sont profil sur LinkedIn, o\u00f9 il participe \u00e0 divers groupes de travail, tr\u00e8s cibl\u00e9s \u2013 il s\u2019y est peu \u00e0 peu cr\u00e9\u00e9 une assez solide r\u00e9putation de sp\u00e9cialiste du Community Management.<\/span><\/p>\n

Et donc tout naturellement, il d\u00e9borde \u00e9galement d\u2019activit\u00e9 sur Twitter o\u00f9 il dispose d\u2019un r\u00e9seau de plus en fourni de followers \u2013 \u00e0 titre personnel, mais aussi sous son identit\u00e9 professionnelle, justement comme community manager de son employeur.<\/span><\/p>\n

L\u00e0 o\u00f9 Alain doit composer avec une e.r\u00e9putation personnelle sulfureuse, Gustav a r\u00e9ussi \u00e0 se construire une e.r\u00e9putation professionnelle tr\u00e8s respectable : voici donc deux mondes bien \u00e9loign\u00e9s loin de l\u2019autre, celui de l\u2019e.r\u00e9putation personnelle, et celui de l\u2019e.r\u00e9putation professionnelle.<\/span><\/p>\n

Ce matin Gustav a rendez-vous avec son futur employeur : comme ses \u00e9crits font de plus en plus autorit\u00e9 sur les r\u00e9seaux professionnels (car il poste aussi volontiers sur SlideShare ou sur YouTube), un chasseur ne t\u00eate l\u2019a chaudement recommand\u00e9 au directeur des ressources humaines d\u2019une soci\u00e9t\u00e9 en pleine expansion \u2013 de celles sont le nom figure comme une m\u00e9daille sur un CV.<\/span><\/p>\n

Ce que Gustav ignore, alors qu\u2019il p\u00e9rore face \u00e0 son interlocuteur, c\u2019est que ce dernier n\u2019a conserv\u00e9 dans son dossier, aucune trace de LinkedIn, Twitter, SlideShare, YouTube : juste une petite copie d\u2019\u00e9cran de cette page Facebook o\u00f9 il appara\u00eet en compagnie d\u2019Alain et quelques autres \u2013 et manque de chance, leur ami commun n\u2019a jamais su g\u00e9rer les droits publics ou priv\u00e9s du r\u00e9seau social !<\/span><\/p>\n

Comme le montre cet exemple fictif, e.r\u00e9putations personnelle et professionnelle peuvent ais\u00e9ment se t\u00e9lescoper pour le plus grand d\u00e9sagr\u00e9ment de l\u2019individu concern\u00e9 : sph\u00e8res priv\u00e9e et professionnelle ne constituent pas des ensembles tr\u00e8s herm\u00e9tiques \u2026 du moins sur la toile : trois salari\u00e9s d\u2019Alten en ont fait la triste exp\u00e9rience au printemps 2010.<\/span><\/p>\n

Les imprudents, peu satisfaits de leurs conditions de travail, avaient d\u00e9nigr\u00e9 leur employeur sur Facebook : l\u2019affaire n\u2019aurait pas d\u00e9bord\u00e9 du cercle de leurs amis, si justement un de ces \u00ab amis \u00bb (les guillemets d\u2019impose) n\u2019avait d\u00e9nonc\u00e9 leurs propos \u00e0 la direction des ressources humaines !<\/span><\/p>\n

Bref, esp\u00e9rer distinguer e.r\u00e9putations personnelle et professionnelle constitue d\u00e9sormais une gage\u00fcre : en fait, notre vie priv\u00e9e n\u2019existe plus vraiment.<\/span><\/p>\n

\u00e0 suivre …<\/em><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

J\u2019ai r\u00e9dig\u00e9 ce papier pour mes amis Yann Gourvennec et Herv\u00e9 Kabla, il para\u00eet aujourd\u2019hui dans La communication digitale \u00e0 mon boss que les joyeux duettistes publient chez Kawa \u2013 en commande ici, attention, c\u2019est \u00e9pais ! Avec le Web social, la fronti\u00e8re devient extr\u00eamement poreuse…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[151,128],"tags":[],"yoast_head":"\n2 e.r\u00e9putations, mais un seul personal branding #1 - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/consumerinsight.eu\/marketingisdead\/2-e-reputations-mais-un-seul-personal-branding-1\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2 e.r\u00e9putations, mais un seul personal branding #1 - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"J\u2019ai r\u00e9dig\u00e9 ce papier pour mes amis Yann Gourvennec et Herv\u00e9 Kabla, il para\u00eet aujourd\u2019hui dans La communication digitale \u00e0 mon boss que les joyeux duettistes publient chez Kawa \u2013 en commande ici, attention, c\u2019est \u00e9pais ! 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En une petite dizaine d\u2019ann\u00e9es, les outils de la communication digitale se sont diffus\u00e9s au sein des entreprises \u00e9voluant en B2B. R\u00e9seaux sociaux, communaut\u00e9s en ligne, sites de\u2026","rel":"","context":"Dans "Livres"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/01\/Kabla.jpg?fit=512%2C512&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26771,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/yann-gourvennec\/","url_meta":{"origin":24797,"position":3},"title":"L\u2019IA g\u00e9n\u00e9rative, par Yann Gourvennec","date":"12 janvier 2024","format":"gallery","excerpt":"L\u2019IA g\u00e9n\u00e9rative, le nouvel Eldorado \u2026 ou le nouveau M\u00e9tavers\u00a0? Tandis que chantres de l\u2019IA g\u00e9n\u00e9rative regardent le verre \u00e0 moiti\u00e9 plein, ses d\u00e9tracteurs contemplent le verre \u00e0 moiti\u00e9 vide\u00a0: mais o\u00f9 se situe la r\u00e9alit\u00e9, dans tout \u00e7a\u00a0? Pour (tenter de) y r\u00e9pondre, le 7 f\u00e9vrier au matin, le\u2026","rel":"","context":"Dans "Actualit\u00e9"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2024\/01\/Yann.jpeg?fit=400%2C400&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25661,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/betise-de-curation-de-utilisateurs\/","url_meta":{"origin":24797,"position":4},"title":"La b\u00eatise de la curation \u2026 ou de ses utilisateurs","date":"2 f\u00e9vrier 2018","format":"gallery","excerpt":"Twitter me notifie que mon nom appara\u00eet dans un gazouillis\u00a0: v\u00e9rification faite, je suis cit\u00e9 sur un page \u00ab\u00a0Paper.li\u00a0\u00bb, un des multiples outils de curation automatiques que de nombreux professionnels utilisent pour faire croire qu\u2019ils publient des tas de trucs passionnants \u2026 alors qu\u2019ils ne font que d\u2019assez mauvais \u00ab\u00a0copier\u2026","rel":"","context":"Dans "Coups de gueule"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/02\/Ane.jpg?fit=418%2C480&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":24794,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/2-e-reputations-mais-un-seul-personal-branding-4\/","url_meta":{"origin":24797,"position":5},"title":"2 e.r\u00e9putations, mais un seul personal branding #4","date":"23 octobre 2013","format":false,"excerpt":"Suite des notes parues les 16, 18 et 21 octobre.Elaborer son personal branding Rassurons-nous\u00a0: ce n\u2019est pas parce trois salari\u00e9s d\u2019Alten se sont retrouv\u00e9s devant les prudhommes du fait d\u2019un ami ind\u00e9licat que nous sommes tous \u00e0 la merci d\u2019un licenciement exp\u00e9ditif.Et la multiplication de photos de f\u00eates estudiantines sur\u2026","rel":"","context":"Dans "Livres"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/24797"}],"collection":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=24797"}],"version-history":[{"count":0,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/24797\/revisions"}],"wp:attachment":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=24797"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=24797"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=24797"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}