{"id":2540,"date":"2010-04-30T05:00:27","date_gmt":"2010-04-30T03:00:27","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=2540"},"modified":"2023-11-30T22:26:05","modified_gmt":"2023-11-30T21:26:05","slug":"reputation-en-ligne","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2010\/04\/30\/reputation-en-ligne\/","title":{"rendered":"R\u00e9putation en ligne : les marques sont-elles des personnes ?"},"content":{"rendered":"

Olivier Zara, expert de la r\u00e9putation en ligne souligne que la r\u00e9putation en ligne d’une marque se rapproche de la m\u00e9thode utilis\u00e9e pour g\u00e9rer une carri\u00e8re. Gestion de carri\u00e8re qui elle-m\u00eame se pratique comme de la gestion d’une marque. Cette mise en\u00a0abime de la r\u00e9putation en ligne\u00a0est\u00a0assez renversante et juste. Cet article est n\u00e9 d’une discussion que j’ai eue avec Olivier il y a peu, lors d’un de ses r\u00e9cents passages \u00e0 Paris.\u00a0<\/i><\/p>\n

R\u00e9putation en ligne : les marques sont-elles des personnes ?<\/h2>\n

Le Corporate Branding et le Personal Branding ont un destin num\u00e9rique commun dans les m\u00e9dias sociaux. Les individus qui utilisent les techniques des entreprises se trompent tout comme les entreprises qui utilisent les m\u00eames recettes dans les m\u00e9dias traditionnels et dans les m\u00e9dias sociaux.<\/em><\/p>\n

Dans un billet pr\u00e9c\u00e9dent, j\u2019avais fait le lien entre le\u00a0Personal Branding et l\u2019entreprise 2.0. Voici maintenant les liens qui existent entre le Personal Branding et le Corporate Branding dans les m\u00e9dias sociaux.<\/p>\n

Nous vivons une r\u00e9volution sociale gr\u00e2ce aux r\u00e9seaux et m\u00e9dias sociaux qui impactent fortement autant les marques d\u2019entreprises (Corporate Branding) que les marques personnelles (Personal Branding). Ce billet aborde un enjeu strat\u00e9gique majeur pour votre d\u00e9veloppement durable personnel et celui de votre entreprise.<\/p>\n

\"reputation-en-ligne\"<\/a>Dans un monde \u201cradicalement transparent\u201d, les consommateurs en savent plus sur les produits d\u2019une entreprise que l\u2019entreprise elle-m\u00eame. Ce qu\u2019ils d\u00e9couvrent, ils en parlent \u00e0 tout le monde. Les gens sont immunis\u00e9s face \u00e0 la publicit\u00e9. Il faut maintenant s\u2019adresser aux clients avec du contenu utile, divertissant ou informatif. A travers les r\u00e9seaux sociaux, les consommateurs forment de facto une communaut\u00e9 collectivement tr\u00e8s inform\u00e9e et tr\u00e8s intelligente. Sur le long terme, le dialogue avec cette communaut\u00e9 est une d\u00e9marche plus efficace que la publicit\u00e9 car il est possible de construire une relation durable.<\/p>\n

Le monde \u00e9volue, les entreprises doivent \u00e9voluer avec ce monde pour se d\u00e9velopper durablement.<\/p>\n

I. Corporate Branding & Personal Branding : des probl\u00e9matiques similaires ?
\n<\/strong><\/h3>\n

Depuis toujours les\u00a0entreprises <\/strong>ont eu besoin de marques (leur marque et celles de leurs produits ou services). Elles g\u00e8rent leurs marques tr\u00e8s activement en particulier \u00e0 travers leurs services marketing. En effet, la valeur d\u2019une marque est directement li\u00e9e \u00e0 sa r\u00e9putation. Une bonne r\u00e9putation entra\u00eene plus de ventes qu\u2019une mauvaise r\u00e9putation. G\u00e9rer les marques, c\u2019est une d\u00e9marche structur\u00e9e, m\u00e9thodique qui s\u2019inscrit dans le cadre d\u2019une strat\u00e9gie d\u2019entreprise (l\u2019\u00e9quivalent du projet professionnel d\u2019une personne).<\/p>\n

Depuis toujours les\u00a0individus <\/strong>ont une \u201cmarque\u201d. On pourrait m\u00eame dire une \u201cmarque de fabrique\u201d qui nous diff\u00e9rencie les uns des autres, qui permet aussi de nous identifier. Mais, tout cela reste implicite. Compar\u00e9s aux entreprises, en termes de gestion de marque, les individus font figure d\u2019amateurs fonctionnant \u00e0 l\u2019intuition, au bon sens, sans d\u00e9marche structur\u00e9e. Pour un individu, g\u00e9rer sa marque personnelle, c\u2019est adopter par mim\u00e9tisme des comportements socialement acceptables, \u00eatre sensible au regard des autres ou encore essayer de se faire conna\u00eetre et reconna\u00eetre au sein de son entourage social ou professionnel. Le Personal Branding est une d\u00e9marche innovante qui permet de professionnaliser les individus dans la gestion de leur marque en leur offrant des outils et m\u00e9thodes qui ont fait leur preuve pour les marques d\u2019entreprises.<\/p>\n

Cette professionnalisation des individus, ce d\u00e9veloppement n\u00e9cessaire des comp\u00e9tences en termes de communication, de marketing est devenu tr\u00e8s critique pour tout le monde depuis l\u2019arriv\u00e9e des m\u00e9dias sociaux qui transforme finalement chaque individu en m\u00e9dia. C\u2019est le fameux\u00a0User Generated Content <\/strong>(UGC). Un individu qui produit du contenu devient de facto un m\u00e9dia. Cette professionnalisation est critique parce que vous cr\u00e9ez du contenu pour votre marque mais tout le monde peut aussi en cr\u00e9er sur la v\u00f4tre sans vous demander votre avis.<\/p>\n

Lire le site d’Olivier Zara<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Olivier Zara, expert de la r\u00e9putation en ligne souligne que la r\u00e9putation en ligne d’une marque se rapproche de la m\u00e9thode utilis\u00e9e pour g\u00e9rer une carri\u00e8re. Gestion de carri\u00e8re qui elle-m\u00eame se pratique comme de la gestion d’une marque. Cette mise en\u00a0abime de la r\u00e9putation en ligne\u00a0est\u00a0assez renversante et juste. Cet article est n\u00e9 d’une …<\/p>\n","protected":false},"author":2,"featured_media":54099,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-2540","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nR\u00e9putation en ligne : les marques sont-elles des personnes ?<\/title>\n<meta name=\"description\" content=\"Olivier Zara, expert de la r\u00e9putation en ligne souligne que la r\u00e9putation en ligne d'une marque se rapproche de la gestion d'une carri\u00e8re\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2010\/04\/30\/reputation-en-ligne\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" 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