digital strategy & e-reputation

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Jacques Folon www.folon.com Partner Edge Consulting Professeur ICHEC Maître de conférences Université de Liège Professeur invité Université Saint Louis (BXL) Université de Lorraine ESC Rennes School of Business E-reputation Personal branding Employer branding DIGITAL STRATEGY

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JacquesFolon

www.folon.comPartnerEdgeConsultingProfesseurICHECMaîtredeconférencesUniversitédeLiègeProfesseurinvitéUniversitéSaintLouis(BXL)UniversitédeLorraineESCRennesSchoolofBusiness

E-reputationPersonal brandingEmployer branding

DIGITAL STRATEGY

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BRANDINGE-REPUTATION AND SOCIAL MEDIA CRISISEMPLOYER BRANDINGPERSONAL BRANDING

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1. BRANDING

https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself ?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

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https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself ?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

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https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself ?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

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https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself ?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

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IS IT ONLY A COFFEE?

https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself ?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

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SAME THING ?

https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself ?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

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https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself ?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

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YOUR TRADE MARK IS NOT WHAT YOU SAY, IT IS WHAT

GOOGLE SAYS

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THE CONSUMER CHANGED

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2.E-REPUTATION

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ONEFAMOUSCASEANDTHECOMPANY’SANSWER

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How Online Reputation Can Be Ruined

www.recoverreputation.com

Don’t Do This: How To Ruin Your Online

Reputation

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How Online Reputation Can Be Ruined

www.recoverreputation.com

Image courtesy by DeclanTM

Image courtesy by DeclanTM

Political Comments – Tweets, Facebook, etc. posts can be harmful – Can turn off half your clients

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How Online Reputation Can Be Ruined

www.recoverreputation.com

Image courtesy by DeclanTM

Image courtesy by DeclanTM

Embarrassing Photographs – Headhunters or employers could be watching – Looks unprofessional

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How Online Reputation Can Be Ruined

www.recoverreputation.com

Image courtesy by DeclanTM

Image courtesy by DeclanTM

No or little web presence – Not found on first page of Google means less sales – Makes you appear untrustworthy

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How Online Reputation Can Be Ruined

www.recoverreputation.com

Image courtesy by chellseeyy

Personal material shows up in search engines – Appears unprofessional – Could be damaging

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How Online Reputation Can Be Ruined

www.recoverreputation.com

Competitors or disgruntled ex-employees – Destroy your reputation – Write lies, negative posts, “hijack” domains

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How Online Reputation Can Be Ruined

www.recoverreputation.com

Image courtesy by Dirk Vorderstraße

Harmful reviews or anonymous posts from troublesome sites – Result in lost business

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How Online Reputation Can Be Ruined

www.recoverreputation.com

Negative Reputation Leads to Lost Sales

– Result in lost business

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For professionals

such as lawyers,

accountants, financial

advisors or others:

If a negative link shows up on the first page of a Google search page, clients stops calling

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crisis

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XXST CENTURY EMPLOYER COMMUNICATION

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TODAY’S EMPLOYER BRANDING

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MARKETING & HR TOGETHER FOR BRANDING

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SOME EXAMPLE OF EMPLOYER BRANDING COMMUNICATION

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Recruitement in 1980

71http://img.over-blog.com/600x311/3/35/60/49/Le-Recrutement-2.0.png

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Recruitement in 2000

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Recruitement 2.0

73http://img.over-blog.com/600x311/3/35/60/49/Le-Recrutement-2.0.png

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SOME DIFFERENT EXAMPLES ?

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PERSONAL BRANDING

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https://fr.slideshare.net/mohamedyasser5473894/personal-branding-you-book/3-You_Are_in_a_Competitive

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HOW TO START WITH A PERSONAL BRAND ?

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https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself ?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

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https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself ?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

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https://fr.slideshare.net/shvmdhwn/personal-branding-do-it-yourself ?qid=ea5a900f-a63a-4343-8dc4-1b404d287fba&v=&b=&from_search=1

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NICE TOOL

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E-recruitment

74http://altaide.typepad.com/.a/6a00d83451e4be69e2015393d67f60970b-500wi

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“It is not the strongest of the species that survives, nor the most intelligent that survives.

It is the one that is the most adaptable to change.”

C. Darwin

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Crédits (MOSTLY ON SLIDESHARE)

•Christel Letist http://christelle.letist.com/ •Cyril BladieR http://fr.slideshare.net/cyril-bladier •[email protected] •http://fr.slideshare.net/latelierutm_campaign=profiletracking&utm_medium=sssite&utm_source=ssslideview •Kevin Cassidy : http://fr.slideshare.net/kevincassidy313?utm_campaign=profiletracking&utm_medium=sssite&utm_source=ssslideview •https://fr.slideshare.net/mohamedyasser5473894/personal-branding-you-book/3-You_Are_in_a_Competitive file:///Users/jacquesfolon/Downloads/howtousepersonalbrandingtostandout-170226112747.pdf •https://fr.slideshare.net/onlinereputationrepair/online-reputation-management-what-is-it-and-how-to-repair-it?qid=83ddb72b-aef6-4cfb-9847-28c0d01c2cd2&v=&b=&from_search=1 •https://fr.slideshare.net/onlinereputationrepair?utm_campaign=profiletracking&utm_medium=sssite&utm_source=ssslideview •https://fr.slideshare.net/linkedin-talent-solutions/employer-branding-20-where-do-we-go-from-here-talent-connect-2016?qid=80f47d9b-8314-4221-9de7-e4e86d8c3b79&v=&b=&from_search=4 •https://fr.slideshare.net/linkedin-talent-solutions/employer-branding-20-where-do-we-go-from-here-talent-connect-2016?qid=80f47d9b-8314-4221-9de7-e4e86d8c3b79&v=&b=&from_search=4