{"id":4233,"date":"2023-04-26T14:59:10","date_gmt":"2023-04-26T12:59:10","guid":{"rendered":"https:\/\/ricochets.ch\/?p=4233"},"modified":"2023-06-20T12:22:05","modified_gmt":"2023-06-20T10:22:05","slug":"analyse-de-marque-personnelle-isabelle-kocher","status":"publish","type":"post","link":"https:\/\/ricochets.ch\/en\/analyse-de-marque-personnelle-isabelle-kocher\/","title":{"rendered":"Analyse de marque personnelle – Isabelle Kocher"},"content":{"rendered":"

Isabelle Kocher est la Directrice G\u00e9n\u00e9rale d’ENGIE (anciennement GDF SUEZ), l’un des leaders mondiaux de l\u2019\u00e9nergie, expert dans l\u2019\u00e9lectricit\u00e9, le gaz naturel et les services \u00e0 l\u2019\u00e9nergie.
\nIsabelle Kocher est la premi\u00e8re femme fran\u00e7aise \u00e0 diriger un groupe du CAC 40. En 2018, le magazine Fortune la classe n\u00b016 du classement des plus grands leaders mondiaux. En 2017, le magazine Fortune l\u2019a d\u00e9sign\u00e9e 3\u00e8me femme la plus puissante du monde dans son classement international hors Etats-Unis.
\nD\u00e8s son accession \u00e0 la t\u00eate du groupe, sa strat\u00e9gie est particuli\u00e8rement ax\u00e9e sur la \u00ab\u00a0d\u00e9carbonisation\u00a0\u00bb, \u00e0 savoir l\u2019abandon progressif des combustibles fossiles au profit des \u00e9nergies renouvelables. La directrice g\u00e9n\u00e9rale en a fait son cheval de bataille et le communique abondamment sur les r\u00e9seaux sociaux, en usant du hashtag #TransitionZeroCarbone<\/a>
\nToutefois, certains membres du Conseil d\u2019Administration d\u2019Engie critique son bilan et son \u00e9viction de la direction a d\u00e9j\u00e0 fait l\u2019objet de plusieurs articles de presse durant les six derniers mois.<\/p>\n

Constats Google<\/h3>\n

Le moteur de recherche r\u00e9f\u00e9rence tout d\u2019abord la page Wikipedia de la femme d\u2019affaires, puis son profil Linked In. Dans le contexte actuel de tension avec son conseil d\u2019administration, les r\u00e9f\u00e9rences suivantes recensent surtout des articles sur le non- renouvellement de son mandat de directrice g\u00e9n\u00e9rale. Cet exemple d\u00e9montre bien l\u2019int\u00e9r\u00eat de produire son contenu digital et de soutenir son r\u00e9f\u00e9rencement par de fr\u00e9quentes publications, sur diff\u00e9rentes plates-formes et sites afin de maintenir ses propres sources d\u2019information en t\u00eate de recherche sur Google.
\n\"\"<\/p>\n

Constats Twitter<\/h3>\n

Si les deux premiers th\u00e8mes lui semblent chers par affinit\u00e9 personnelle, le dernier demeure par contre le pilier central de la nouvelle strat\u00e9gie du groupe qu\u2019elle a initi\u00e9 d\u00e8s 2016. Ses tweets, en fran\u00e7ais ou en anglais, mettent en \u00e9vidence les diff\u00e9rentes initiatives du groupe en faveur de cet objectif, souvent ponctu\u00e9s par les tags et mentions: #ActwithENGIE #TransitionZeroCarbone et @ENGIEgroup.Twitter est l\u2019outil de communication par excellence d\u2019Isabelle Kocher. Selon une analyse de Visibrain, un outil de veille des m\u00e9dias sociaux, elle est la dirigeante du CAC40 la plus active sur le r\u00e9seau avec plus de 300 tweets post\u00e9s durant l\u2019ann\u00e9e 2019.Au niveau du contenu, la directrice g\u00e9n\u00e9rale privil\u00e9gie trois sujets: l\u2019entrepreneuriat, l\u2019\u00e9galit\u00e9 sociale et la transition \u00e9nerg\u00e9tique.
\n\"\"<\/p>\n

Constats LinkedIn<\/h3>\n

A l\u2019image de sa photo de profil sur Twitter, Isabelle Kocher appara\u00eet toujours souriante, coiffure soign\u00e9e et posture avenante. Coupl\u00e9e \u00e0 sa photo de banni\u00e8re, ce clich\u00e9 v\u00e9hicule une image de directrice ouverte, sensible et inspirante.
\n\"\"
\nIsabelle Kocher a r\u00e9dig\u00e9 quelques articles et publie de mani\u00e8re assez fr\u00e9quente, avec une ligne \u00e9ditoriale qui touche inlassablement la transition \u00e9nerg\u00e9tique.
\nPourtant en pleine tourmente m\u00e9diatique, elle a re\u00e7u en d\u00e9cembre dernier le Troph\u00e9e du Grand Patron D\u2019Exception 2019. Sa publication \u2013 qui fait r\u00e9f\u00e9rence \u00e0 la strat\u00e9gie du groupe et l\u2019implication de ses collaborateurs \u2013 va g\u00e9n\u00e9rer pr\u00e8s de 4300 likes et 155 commentaires. Une communication habile qui la fait rayonner durant cette p\u00e9riode de turbulence.
\nIsabelle Kocher s\u2019est \u00e9galement dot\u00e9 d\u2019un profil en anglais, un atout ind\u00e9niable pour soutenir son rayonnement \u00e0 l\u2019international. En atteste le nombre de likes et commentaires r\u00e9colt\u00e9s par ses publications en anglais, qui laisse supposer qu\u2019une population significative de followers non-francophones suivent la femme d\u2019affaires et adh\u00e8rent \u00e0 ses convictions.
\nLes entrepreneurs doivent vraiment saisir l\u2019opportunit\u00e9 offerte par Linkedin de poss\u00e9der un profil en anglais en parall\u00e8le du profil en fran\u00e7ais, afin de toucher une plus large communaut\u00e9.\u00a0<\/b><\/p>\n

Conclusion<\/h3>\n

Isabelle Kocher est exemplaire dans l\u2019utilisation de l\u2019anglais dans sa communication. A l\u2019instar de son profil Linkedin, elle dispose aussi d\u2019une page Wikipedia dans les deux langues. Ses publications sont r\u00e9dig\u00e9es tant\u00f4t en fran\u00e7ais, tant\u00f4t en anglais. Cette strat\u00e9gie lui permet de gagner une audience plus large et de rayonner au-del\u00e0 des fronti\u00e8res fran\u00e7aises.
\nLa femme d\u2019affaires tient une ligne de r\u00e9daction claire, avec un sujet de pr\u00e9dilection \u2013 la transition \u00e9nerg\u00e9tique \u2013 et une cadence de publication soutenue. Elle a tr\u00e8s bien identifi\u00e9 son audience et lui adresse beaucoup de contenu. Par cette m\u00e9thode de communication, Isabelle Kocher d\u00e9fend le virage strat\u00e9gique vers la transition \u00e9nerg\u00e9tique qu\u2019elle a initi\u00e9 au sein de son groupe, objet des critiques de son Conseil d\u2019Administration dans la presse.<\/p>","protected":false},"excerpt":{"rendered":"

Isabelle Kocher est la Directrice G\u00e9n\u00e9rale d’ENGIE (anciennement GDF SUEZ), l’un des leaders mondiaux de l\u2019\u00e9nergie, expert dans l\u2019\u00e9lectricit\u00e9, le gaz naturel et les services \u00e0 l\u2019\u00e9nergie. Isabelle Kocher est la premi\u00e8re femme fran\u00e7aise \u00e0 diriger un groupe du CAC 40. En 2018, le magazine Fortune la classe n\u00b016 du classement des plus grands leaders […]<\/p>\n","protected":false},"author":2,"featured_media":32668,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[14,63,11],"tags":[62,64,23,65,12],"class_list":["post-4233","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 - Isabelle Kocher - Ricochets<\/title>\n<meta name=\"description\" content=\"Isabelle Kocher est la Directrice G\u00e9n\u00e9rale d'ENGIE, l'un des leaders de l\u2019\u00e9nergie, expert dans l\u2019\u00e9lectricit\u00e9, le gaz naturel et les services \u00e0 l\u2019\u00e9nergie.\u00a0\" \/>\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-isabelle-kocher\/\" \/>\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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