{"id":4226,"date":"2022-02-07T08:45:16","date_gmt":"2022-02-07T07:45:16","guid":{"rendered":"https:\/\/ricochets.ch\/?p=4226"},"modified":"2023-06-20T12:55:35","modified_gmt":"2023-06-20T10:55:35","slug":"analyse-de-marque-personnelle-anne-sophie-pic","status":"publish","type":"post","link":"https:\/\/ricochets.ch\/en\/analyse-de-marque-personnelle-anne-sophie-pic\/","title":{"rendered":"Analyse de marque personnelle – Anne-Sophie Pic"},"content":{"rendered":"

Cette fois-ci, nous vous proposons l\u2019analyse des techniques d\u2019Anne-Sophie Pic, la femme la plus \u00e9toil\u00e9e de la gastronomie mondiale, avec un cumul de 8 \u00c9toiles Michelin.<\/p>\n

Son propre site web<\/strong><\/h3>\n

Ma\u00eetre cuisinier et femme d\u2019affaires, Anne-Sophie Pic est la femme la plus \u00e9toil\u00e9e de la gastronomie mondiale, avec un cumul de 8 \u00e9toiles Michelin.
\nDisposer d\u2019un site web \u00e0 son nom, www.anne-sophie-pic.com<\/a>, est la meilleure fa\u00e7on d\u2019exercer un contr\u00f4le sur sa r\u00e9putation digitale. Le contenu est riche, on y retrouve des informations exhaustives sur l\u2019histoire de la famille, le groupe et ses diff\u00e9rents restaurants. Un savant m\u00e9lange de narrations, de citations et de contenus \u00e0 connotation plus commerciale garnit les diff\u00e9rentes pages du site, constituant un socle de contenu et d\u2019images dont elle garde la compl\u00e8te ma\u00eetrise.
\nLe storytelling est extr\u00eamement ma\u00eetris\u00e9 et chaque information contribue \u00e0 positionner\u00a0 Anne-Sophie Pic comme une g\u00e9nie de la cuisine et de l\u2019entrepreneuriat. Anne-Sophie Pic repr\u00e9sente la g\u00e9n\u00e9ration qui a transform\u00e9 une histoire gastronomique de famille en groupe international. L\u2019Auberge fond\u00e9e par son arri\u00e8re-grand-m\u00e8re en 1889 est effectivement devenue la Maison Pic, une entreprise qui g\u00e8re dor\u00e9navant des \u00e9tablissements \u00e0 Paris, Lausanne, Londres et Singapour.<\/p>\n

Constats Google<\/h3>\n

En s\u00e9lectionnant l\u2019onglet \u201cimages\u201d de Google, un constat saute imm\u00e9diatement aux yeux : toutes les photos sont de grande qualit\u00e9. Veste de cuisine ou chemise blanche, aux fourneaux ou d\u00e9contract\u00e9e, son regard d\u00e9note la passion, son acharnement au travail et sa recherche de la perfection. La qualit\u00e9 de ses visuels s\u2019explique par la r\u00e9alisation de shooting professionnels pour ses propres m\u00e9dias. La Cheffe impose ensuite tr\u00e8s certainement ces clich\u00e9s aux journalistes comme condition de parution.
\nLorsque l\u2019on est la Cheffe la plus \u00e9toil\u00e9e du monde selon le Guide Michelin, les r\u00e9f\u00e9rences sur la toile sont naturellement nombreuses et vari\u00e9es. Selon votre g\u00e9olocalisation, Google vous dirigera volontiers vers l\u2019un des restaurants de la Cheffe. \u00c0 titre d\u2019exemple, une recherche depuis la Suisse romande indique tout d\u2019abord 4 r\u00e9f\u00e9rences li\u00e9es \u00e0 son restaurant du Beau-Rivage \u00e0 Lausanne avant m\u00eame de mentionner sa page Wikipedia.
\n\"\"<\/p>\n

Constat LinkedIn<\/h3>\n

Profil dot\u00e9 d\u2019une photo humaine, mat\u00e9rialis\u00e9e par un sourire qui invite ses 65\u2019551 abonn\u00e9s (en 2020) \u00e0 suivre son parcours. Une banni\u00e8re qui illustre la recherche de perfection qui la caract\u00e9rise, une ad\u00e9quation parfaite entre son m\u00e9tier et sa personnalit\u00e9. Son titre illustre parfaitement l\u2019unicit\u00e9 de son statut professionnel.
\n\u00c0 r\u00e9seau professionnel, communication professionnelle : le Chef Pic s\u2019exprime sur des sujets gastronomiques, mais avant tout business. Sur LinkedIn c\u2019est en effet l\u2019aspect entrepreneurial qui est mis de l\u2019avant.
\nLa publication constante d\u2019articles sur Linkedin est un atout majeur pour soutenir sa visibilit\u00e9. Gr\u00e2ce \u00e0 une r\u00e9daction subtile – saupoudr\u00e9es d\u2019images ou d\u2019anecdotes culinaires – ses articles transmettent des messages inspirants, qui glanent de nombreux likes et commentaires enthousiastes.
\nLes posts qui cr\u00e9ent le plus d\u2019engagement de sa communaut\u00e9 la repr\u00e9sentent dans des situations plus intimistes. Anne-Sophie Pic aime le story-telling et partage volontiers certaines confidences, \u00e0 l\u2019instar de cet aveu sur son p\u00e9ch\u00e9 mignon. Une photo sur laquelle le naturel et l\u2019instantan\u00e9it\u00e9 lui valent une pluie de likes.<\/p>\n

Constat Facebook<\/h3>\n

Sur sa page Facebook certifi\u00e9e – tr\u00e8s populaire avec plus de 141\u2019000 followers (en 2020) – le Chef Pic a choisi d\u2019axer ses publications sur la gastronomie. Apr\u00e8s LinkedIn, qui s\u2019adresse \u00e0 une audience business, la communication Facebook est elle tout public et donc ax\u00e9e sur ses r\u00e9alisations culinaires.
\nQu\u2019il s\u2019agisse de ses fameux berlingots ou de petites mignardises, les photos – issues de shooting professionnels – sont toutes accompagn\u00e9es d\u2019un commentaire descriptif et de hashtags habilement s\u00e9lectionn\u00e9s. Gr\u00e2ce \u00e0 ses publications constantes et fr\u00e9quentes – m\u00eame quotidiennes durant le mois d\u2019octobre – Anne-Sophie Pic transmet sa passion pour l\u2019art culinaire et – indirectement – g\u00e9n\u00e8re une habile publicit\u00e9 pour ses restaurants, son \u00e9picerie ou ses cours de cuisine.<\/p>\n

Constats Instagram<\/h3>\n

\"\"<\/h2>\n

Une photo de profil qui peut surprendre puisqu\u2019elle s\u2019inscrit en opposition aux postures et tenues habituelles, tr\u00e8s contr\u00f4l\u00e9es. D\u00e9contract\u00e9, en chemisier noir, le Chef appara\u00eet plus d\u00e9contract\u00e9 sur ce r\u00e9seau social. Ses publications demeurent par contre toujours tr\u00e8s structur\u00e9es, reprises de son compte Facebook.
\nLa popularit\u00e9 croissante d\u2019Instagram d\u00e9multiplie toutefois la visibilit\u00e9 du Chef. Gr\u00e2ce \u00e0 ses 332\u2019000 abonn\u00e9s (en 2020), ses publications rayonnent bien plus largement. 5543 likes pour sa recette de waygu au poivre en un seul jour sur Instagram, contre seulement 931 pour Facebook.<\/p>\n

Conclusion<\/h3>\n

La ma\u00eetrise de l\u2019image<\/b>
\n\u00c0 l\u2019instar de sa cuisine, Anne-Sophie Pic semble contr\u00f4ler tout ce qui est diffus\u00e9 sur sa personne.
\nL\u2019atout principal de la Cheffe \u00e9toil\u00e9e r\u00e9side dans la qualit\u00e9 des images qui constituent la base de sa communication. Elle ne publie – hormis \u00e0 quelques rares exceptions – que des photos professionnelles, qu\u2019il s\u2019agisse de ses cr\u00e9ations culinaires ou de sa propre mise en sc\u00e8ne. Pas de selfies, tr\u00e8s peu de mentions sur sa vie priv\u00e9e, pas d\u2019\u00e9tats d\u2019\u00e2me ou de commentaires sur l\u2019actualit\u00e9 : le ma\u00eetre cuisinier garde une ligne stricte et singuli\u00e8re dans sa mani\u00e8re de communiquer: uniquement du contenu en rapport avec son m\u00e9tier.
\nAnne-Sophie Pic n\u2019est pas seulement une brillante cuisini\u00e8re, elle est \u00e9galement une businesswoman confirm\u00e9e qui use parfaitement de sa communication sur les r\u00e9seaux sociaux pour peaufiner sa r\u00e9putation et nourrir la croissance de son groupe.<\/p>","protected":false},"excerpt":{"rendered":"

Cette fois-ci, nous vous proposons l\u2019analyse des techniques d\u2019Anne-Sophie Pic, la femme la plus \u00e9toil\u00e9e de la gastronomie mondiale, avec un cumul de 8 \u00c9toiles Michelin. Son propre site web Ma\u00eetre cuisinier et femme d\u2019affaires, Anne-Sophie Pic est la femme la plus \u00e9toil\u00e9e de la gastronomie mondiale, avec un cumul de 8 \u00e9toiles Michelin. Disposer […]<\/p>\n","protected":false},"author":3,"featured_media":32679,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[14,63,11],"tags":[62,64,23,65,12],"class_list":["post-4226","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-communication","category-marque-personnelle","tag-ambassadeurs","tag-community-management","tag-conseils","tag-guerilla-marketing","tag-marque-personnelle"],"yoast_head":"\nAnalyse de marque personnelle - Anne-Sophie Pic - Ricochets<\/title>\n<meta name=\"description\" content=\"l\u2019analyse des techniques d\u2019Anne-Sophie Pic, la femme la plus \u00e9toil\u00e9e de la gastronomie mondiale, avec un cumul de 8 \u00c9toiles Michelin.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ricochets.ch\/en\/analyse-de-marque-personnelle-anne-sophie-pic\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Analyse de marque personnelle - 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