Support du cours MT116

1. E-réputation
Personal
Branding
MT116
EMLYON Business
School ©2012 LHST

2. Agenda & Objectives
Admin Economy Technology Talent
©2011
©2012 LHST

3. Administration
Admin Economy Technology Talent
©2011
©2012 LHST

4. The Brand Called Me
• 'We don't own our brands,
they live in the minds of
those that perceive us'.
• Intel's The Museum of Me
• Where does this data
come from?
• How does the mind
The Museum of Me
remember?
• What exactly is a brand?
Admin Economy Technology Talent
©2011
©2012 LHST

5. Is more data better?
• Search changes the definition of
knowledge.
• Claims to objectivity are misleading
• More data doesn’t mean better data
• Not all data carries the same weight
• Just because it’s available doesn’t
mean it’s ethical
• There is a new digital divide
Boyd and Crawford 2011
©2011
©2012 LHST

6. Course Objectives
We will explore three questions:
• How are we evaluated in the
information economy?
• How are our ideas and
perceptions of work
constructed and
communicated?
• How can we harness this
knowledge to develop our
own unique selling position?
Admin Economy Technology Talent
©2011
©2012 LHST

7. A holistic approach
Personal Branding =
Personal
Packaging
+ Personal
Development
Admin Economy Technology Talent
©2012 LHST

8. Course Support
Date Theme Deliverable Intervenant
14/01/13 8:30 Introduction Competency L. SCHLENKER
Review
21/01/13 8:30 Personal Branding Personal Inventory L. SCHLENKER
04/02/13 8:30 Web Curation The Benefits Game J-L KALALA
11/02/13 8:30 Social Media Social Media R. RISSOAN
Survey
18/02/13 8:30 Case Studies Online Presence F. BRAHAMI
Review
04/03/13 8:30 Digital Footprints Offline Presence L. SCHLENKER
Review
11/03/13 8:30 Storytelling Understanding J. MALAURENT
Storytelling
http://pbranding.sgv2.com/
18/03/13 8:30 Narrative Narrative L. SCHLENKER
Management Management
25/03/13 8:30 SEO and Web Rings Video Analysis J-L KALALA
08/04/13 8:30 Student The Action Plan L. SCHLENKER
Presentations
Admin Economy Technology Talent
©2011
©2012 LHST

9. Course Evaluation
Students will be evaluated on the
pertinence and ergonomics:
• Of the contributions to the our branded
community
• On the quality and reach of their
strategy of personal presence,
• And on the coherence and originality of
their of personal video.
Admin Economy Technology Talent
©2011
©2012 LHST

10. Course Deliverables
Chacun aura la charge de faire
évoluer un des thèmes du
module - 30%
Votre travail dirigé mettra en
œuvre une stratégie
personnelle d'e-réputation
– 40 %
Enfin, chaque élève va préparer
et présenter un vidéocast afin
d'exposer les leçons retenues
– 30 %
Admin Economy Technology Talent
©2011
©2012 LHST

11. Class Discussion
• What is a brand?
• How is value measured
today?
• How can this apply to an
individual?
• How is your education
The Brand Called You
influencing your brand?
Admin Economy Technology Talent
©2011
©2012 LHST

12. The Information Economy
Admin Economy Technology Talent
©2011
©2012 LHST

13. Branding
• A brand is a specific promise of
value
• A brand is also an image
created in the minds of people
• A brand is also process used to
evoke the perceptions
connected with a product or
service.
“A personal brand is like a piece of classical music on the
• When you see a brand like
page it may be finished, but it’s not fully realized until it
reaches the ears of its audience”
Hermès, Michelin or Carrefour,
Peter Montoya
you associate it with a set of
expectations
Admin Economy Technology Talent
©2012 LHST

14. The Interconnected Economy
• Economic transformation: The transformation from a
manufacturing-based economy to a services-based
economy now underway throughout the developed world
will accelerate.
• One World of Business. Political and economic
dynamics are forging a single global market, a global
workforce, global customers, partners, and suppliers.
• Always On, Always Connected. The challenges of the
“always on, always connected” world will be converting
information into insights; managing time and staying
focused on high priority tasks
• NetGen Meets Baby Boom. Workers who will be
delivering the innovations and productivity growth of
tomorrow, this technology not only won’t come as a
surprise, it will be a positive expectation.
• Competing for Talent in a Shrinking Workforce: An
aging, shrinking workforce in most of the developed
world over the next 50 years, maximizing the productivity
of the workers that are available is critical.
Admin Economy Technology Talent
©2012 LHST

15. How do we connect?
Admin Economy Technology Talent
©2012 LHST

16. Challenges?
• Globalization : the increasingly circulation
of information across borders.
• Technical progression: the transformation
of communication « atoms to bits »
• Economic integration: vertical and
horizontal integration to profit from
economies of scale
• Social innovation: human attempts to
create new forms of expression
• Multitasking : individual efforts to use
multiple communication platforms
Admin Economy Technology Talent Henry Jenkins
©2011
©2012 LHST

17. Defining Personal Branding
• The opposite of the next big
thing…
• A definition : “Achieving personal
and professional goals by
differentiating yourself and
articulating your unique value
through a consistent message.”
• Is “Branding” simply what we used
to call “personal reputation”?
• It’s how we use technology that’s
evolved
Allison Tibbs, www.eXaminer.com, 7/7/09
Admin Economy Technology Talent
©2012 LHST

18. Information Technology
Admin Economy Technology Talent
©2011
©2012 LHST

19. Information Technology
Information technology is a mirror that proposes a mirror of both
you and the organization in which you work
• Process centric systems
• Web 2.0….
• Social networking
applications
• Mobile applications
• The semantic web
Admin Economy Technology Talent
©2011
©2012 LHST

20. Process centric systems
• Focus on the organization
• Improve formal processes
• Knowledge is explicit
• Leverage transactions
• Measure efficiency
©2011
©2012 LHST

21. Social Networking Applications
• Focus on social networks
• Improve the quality of
relationships
• Knowledge is emerging
• Leverage interactions
• Measure innovation
©2011
©2012 LHST

22. Mobile Applications
• Focus on context
• Improve reactivity
• Knowledge is embedded
• Leverage proximity
• Measure dissonance
©2011
©2012 LHST

23. Semantic Web
What story are you trying to tell?
Focus Improve Knowledge Leverage Measure
Organization Processes Explicit Transactions Efficiency
Networks Relationships Emerging Interactions Innovation
Context Reactivity Embedded Proximity Dissonance
Search Relevancy Connected Proximity CTR
©2011
©2012 LHST

24. Focusing on Talent
Admin Economy Technology Talent
©2011
©2012 LHST

25. Multiple images of You
Admin Economy Technology Talent
©2011
©2012 LHST

26. You can’t teach business skills
Admin Economy Technology Talent
©2012 LHST

27. What skills do you need?
• Baseline competencies
– Technical skills
– Process knowledge
– Collaboration skills
– Interpersonal savvy
• Critical Differentiators
– Integrity/trust
– Industry knowledge
– Organizational savvy
– Solution selling Stefano Principato
Admin Economy Technology Talent
©2012 LHST

28. Exercise – Who are you?
1)Write down a list of words that best
describe your values, strengths and
attributes (Time limit: 5 minutes).
2) Write down one sentence that best
describes what you bring to the
table (Time limit: 5 minutes).
3) Write down your own name (Time
limit: 1 minute).
http://bit.ly/UVGjav
Admin Economy Technology Talent
©2011
©2012 LHST