{"id":24794,"date":"2013-10-23T12:13:00","date_gmt":"2013-10-23T12:13:00","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2013\/10\/23\/2-e-reputations-mais-un-seul-personal-branding-4-2981454.html"},"modified":"2013-10-23T12:13:00","modified_gmt":"2013-10-23T12:13:00","slug":"2-e-reputations-mais-un-seul-personal-branding-4","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/2-e-reputations-mais-un-seul-personal-branding-4\/","title":{"rendered":"2 e.r\u00e9putations, mais un seul personal branding #4"},"content":{"rendered":"

\"la-communication-digitale-expliquee-a-mon-boss.jpg\"Suite des note<\/a>s parues les 16, 18 et 21 octobre.<\/em><\/span><\/p>\n

Elaborer son <\/strong>personal branding<\/strong> <\/strong><\/strong><\/span><\/p>\n

Rassurons-nous : 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.<\/span><\/p>\n

Et la multiplication de photos de f\u00eates estudiantines sur Facebook risque fort de calmer les ardeurs des chasseurs de t\u00eates : \u00e0 quoi bon chercher \u00e0 d\u00e9busquer l\u2019image scandaleuse \u2026 si elle devient la norme !<\/span><\/p>\n

En fait, dans la majorit\u00e9 des cas, m\u00eame votre sph\u00e8re priv\u00e9e est \u00e0 deux clics de vos coll\u00e8gues de bureau \u2013 et votre e.r\u00e9putation professionnelle \u00e0 deux doigts d\u2019\u00eatre perc\u00e9e par vos parents et amis \u2013, non seulement il n\u2019en transpara\u00eet pas suffisamment pour que cela vous porte r\u00e9ellement pr\u00e9judice \u2026 et tr\u00e8s certainement vos coll\u00e8gues et amis ne chercheront pas \u00e0 en savoir plus sur vous \u2026<\/span><\/p>\n

\u2026 sauf si une \u00ab imp\u00e9rieuse \u00bb n\u00e9cessit\u00e9 les pousse : parce que vous venez d\u2019obtenir une surprenante promotion, vous vous pr\u00e9sentez aux \u00e9lections au comit\u00e9 d\u2019entreprise, etc.<\/span><\/p>\n

\u2026 sauf si votre personnalit\u00e9 devient plus publique que d\u2019ordinaire : car les hommes publics n\u2019ont pas de vie priv\u00e9e.<\/span><\/p>\n

Alors, plut\u00f4t que de prendre le moindre risque, construisez-vous une e.r\u00e9putation globale \u2013 une e.r\u00e9putation qui fasse le lien entre vos vies personnelle et profesionnelle.<\/span><\/p>\n

Acceptez de vous afficher et \u00e9laborez votre personal branding \u2013 votre marque individuelle.<\/span><\/p>\n

Mais pas n\u2019importe comment !<\/span><\/p>\n

Si les professionnels savent parfaitement (devraient savoir parfaitement) g\u00e9rer la partie profesionnelle de leur e.r\u00e9putation (et s\u2019ils ne le savent pas, il y a des tas de lectures intelligentes sur le sujet), ils ignorent le plus souvent ce qu\u2019ils doivent \/ peuvent porter \u00e0 la connaissance de tous de leur vie priv\u00e9e \u2013 et donc de leur e.r\u00e9putation personnelle.<\/span><\/p>\n

La r\u00e9ponse est simple : tout ce qui peut contribuer de transformer un dirigeant (consultant, sp\u00e9cialiste, etc.) technocrate en un \u00eatre humain sympathique.<\/span><\/p>\n

Et un \u00eatre humain, c\u2019est fait de qualit\u00e9s et de d\u00e9fauts.<\/span><\/p>\n

Vos d\u00e9fauts publiques, ne chercher ni \u00e0 les nier, ni \u00e0 les cacher : s\u2019ils sont connus, c\u2019est que d\u2019autres se sont d\u00e9j\u00e0 charg\u00e9s de les r\u00e9v\u00e9ler \u2026 et sont pr\u00eat \u00e0 enfoncer le clou.<\/span><\/p>\n

Longtemps l\u2019ancien ministre de l’\u00c9conomie, des Finances et de l’Industrie Herv\u00e9 Gaymard a essay\u00e9 de nettoyer sa page wikipedia<\/a> de la pol\u00e9mique li\u00e9e \u00e0 son appartement de fonction de 600 m2<\/sup> pr\u00e8s de la place de l\u2019Etoile \u2013 le scandale lui a valu son portefeuille ! Non seulement, il n\u2019y est jamais parvenu, mais le toilettage a cess\u00e9 le jour o\u00f9 a \u00e9t\u00e9 r\u00e9v\u00e9l\u00e9 l\u2019adresse IP de la personne charg\u00e9e du nettoyage : elle correspondait \u00e0 un ordinateur de Bercy !<\/span><\/p>\n

Si la tache est trop flagrante, plut\u00f4t que de la nier, mieux vaut l\u2019accepter \u2026 et annoncer que l\u2019on va s\u2019amender \u2013 en s\u2019amendant r\u00e9ellement, bien s\u00fbr ! Car, bonne nouvelle, le Web social sait se montrer cl\u00e9ment vis-\u00e0-vis de ceux qui reconnaissent leurs fautes et cherchent \u00e0 se corriger.<\/span><\/p>\n

Sinon, il vous restera \u00e0 mettre en avant vos qualit\u00e9s \u2026 disons, vos points forts, ce qui fait de vous un ami agr\u00e9able dans la vie quotidienne : Facebook peut constituer un excellent alli\u00e9 en ce domaine.<\/span><\/p>\n

Ne cherchez pas \u00e0 tout dire \u2026 juste ce qu\u2019il faut pour effectuer le passage du professionnel \u00e0 l\u2019\u00eatre humain ; que ceux qui vous d\u00e9couvrent aient envie de boire un verre avec vous, apr\u00e8s une conf\u00e9rence.<\/span><\/p>\n

J\u2019adore la musique pop\/rock : r\u00e9guli\u00e8rement sur mon blog \u2013 MarketingIsDead.net<\/a> est, comme son nom l\u2019indique, un blog professionnel sp\u00e9cialis\u00e9 \u2013 je parle des concerts que je vais \u00e9couter au Z\u00e9nith ou \u00e0 Bercy ; petit \u00e0 petit s\u2019est tiss\u00e9 un lien de complicit\u00e9 avec d\u2019autres marketers, eux aussi amateurs de ce style de musique.<\/span><\/p>\n

La nature a horreur du vide : surtout, le Web social a horreur des e.r\u00e9putations vides ! Pour \u00e9viter que d\u2019autres remplissent malicieusement la v\u00f4tre, offrez par avance un contenu sympathique vous concernant.<\/span><\/p>\n

Et rapidement, vous vous apercevrez que la question de la fronti\u00e8re \u2013 plus ou moins herm\u00e9tique \u2013 entre e.r\u00e9putations personnelle et professionnelle n\u2019existe pas : il vous faut savoir judicieusement g\u00e9rer les deux versant de votre propre personnalit\u00e9.<\/em>
<\/em><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Suite des notes parues les 16, 18 et 21 octobre. Elaborer son personal branding Rassurons-nous : 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…<\/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 #4 - 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=\"https:\/\/consumerinsight.eu\/marketingisdead\/2-e-reputations-mais-un-seul-personal-branding-4\/\" \/>\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 #4 - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Suite des notes parues les 16, 18 et 21 octobre. Elaborer son personal branding Rassurons-nous : 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. 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tout comme il b\u00e9n\u00e9ficie d\u2019une autre r\u00e9putation dans sa vie professionnelle.Ce que nous enseigne Palo Alto, c\u2019est qu\u2019il\u2026","rel":"","context":"Dans "Livres"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":24738,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/les-naufrages-du-fol-espoir-2\/","url_meta":{"origin":24794,"position":1},"title":"Les Naufrag\u00e9s du Fol Espoir","date":"7 novembre 2010","format":false,"excerpt":"Samedi 6 novembre au soir, la troupe du Th\u00e9\u00e2tre du Soleil s\u2019active d\u00e8s 18 heures 45 \u2026 pour servir \u00e0 d\u00eener aux spectateurs devant qui ils joueront, 3 heures 45 durant, Les Naufrag\u00e9s du Fol Espoir\u00a0: ils sont tous l\u00e0, en costumes, souriant, \u00e0 proposer plats du jour et salades\u2026","rel":"","context":"Dans "Culture(s)"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":24796,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/2-e-reputations-mais-un-seul-personal-branding-2\/","url_meta":{"origin":24794,"position":2},"title":"2 e.r\u00e9putations, mais un seul personal branding #2","date":"18 octobre 2013","format":false,"excerpt":"Suite de la note parue le 16 octobre.Un petit d\u00e9tour par Palo AltoBien s\u00fbr, d\u00e8s que l\u2019on \u00e9voque Palo Alto, tout le monde pense aussit\u00f4t Silicon Valley, Hewlett Packard et son garage, et sans aller trop loin, Apple, Sun Microsystems, etc.\u00a0: pourtant, je souhaiterais remonter un tout petit plus loin\u2026","rel":"","context":"Dans "Livres"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":26635,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/raison-detre-raison-dy-etre-raison-den-etre\/","url_meta":{"origin":24794,"position":3},"title":"Raison d\u2019\u00eatre, raison d\u2019y \u00eatre, raison d\u2019en \u00eatre","date":"7 novembre 2022","format":"gallery","excerpt":"Jean Watin-Augouard vient de publier\u00a0: Raison d\u2019\u00eatre, raison d\u2019y \u00eatre, raison d\u2019en \u00eatre, sous-titr\u00e9 de mani\u00e8re plus explicite\u00a0: \u00ab\u00a0Conjuguer la raison d\u2019\u00eatre de l\u2019entreprise avec la vocation de ses salari\u00e9s\u00a0\u00bb\u00a0; 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MarketingIsDead : Face \u00e0 la\u2026","rel":"","context":"Dans "Interviews"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2022\/11\/Jean-2.jpg?fit=1200%2C1200&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26015,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/adp-mort-aux-pauvres\/","url_meta":{"origin":24794,"position":4},"title":"ADP : mort aux pauvres !","date":"24 septembre 2019","format":"gallery","excerpt":"A\u00e9roport De Paris est fier de ses belles boutiques Duty Free, et vous fait parcourir plus de pas que n\u00e9cessaire juste pour vous obliger \u00e0 passer devant\u00a0: on vous invite fortement \u00e0 fumer, \u00e0 picoler, et \u00e0 acheter des tas de produits de luxe \u2026 pas forc\u00e9ment si bon march\u00e9\u2026","rel":"","context":"Dans "Coups de gueule"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/09\/02-Tunis-17.jpg?fit=571%2C480&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25019,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/social-selling-explique-a-boss\/","url_meta":{"origin":24794,"position":5},"title":"Le social selling expliqu\u00e9 \u00e0 mon boss","date":"2 mai 2016","format":false,"excerpt":"Herv\u00e9 Kabla vient de cosigner avec \u00a0Sylvie Lachkar (voir son interview ici)\u00a0: Le social selling expliqu\u00e9 \u00e0 mon boss. MarketingIsDead\u00a0: Le social selling, tout le monde en parle aujourd\u2019hui\u00a0: c\u2019est une nouvelle mode, ou cela recouvre-t-il une v\u00e9ritable d\u00e9marche marketing et commerciale\u00a0? Herve Kabla\u00a0: Nouvelle mode? Pas du tout !\u2026","rel":"","context":"Dans "Interviews 2.0"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/05\/Le-social-selling-expliqu\u00e9-\u00e0-mon-boss.jpg?fit=900%2C962&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/24794"}],"collection":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=24794"}],"version-history":[{"count":0,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/24794\/revisions"}],"wp:attachment":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=24794"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=24794"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=24794"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}