{"id":4268,"date":"2023-04-26T15:03:47","date_gmt":"2023-04-26T13:03:47","guid":{"rendered":"https:\/\/ricochets.ch\/?p=4268"},"modified":"2023-05-25T00:07:52","modified_gmt":"2023-05-24T22:07:52","slug":"analyse-de-marque-personnelle-stephane-richard","status":"publish","type":"post","link":"https:\/\/ricochets.ch\/en\/analyse-de-marque-personnelle-stephane-richard\/","title":{"rendered":"Analyse de marque personnelle &#8211; St\u00e9phane Richard"},"content":{"rendered":"<h3>Identit\u00e9 visuelle<\/h3>\n<h2><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-29907 size-full\" src=\"http:\/\/ricochets.ch\/wp-content\/uploads\/2021\/08\/Capture-decran-2021-08-31-181815.png\" alt=\"\" width=\"1887\" height=\"612\" srcset=\"https:\/\/ricochets.ch\/wp-content\/uploads\/2021\/08\/Capture-decran-2021-08-31-181815.png 1887w, https:\/\/ricochets.ch\/wp-content\/uploads\/2021\/08\/Capture-decran-2021-08-31-181815-300x97.png 300w, https:\/\/ricochets.ch\/wp-content\/uploads\/2021\/08\/Capture-decran-2021-08-31-181815-1024x332.png 1024w, https:\/\/ricochets.ch\/wp-content\/uploads\/2021\/08\/Capture-decran-2021-08-31-181815-768x249.png 768w, https:\/\/ricochets.ch\/wp-content\/uploads\/2021\/08\/Capture-decran-2021-08-31-181815-1536x498.png 1536w\" sizes=\"(max-width: 1887px) 100vw, 1887px\" \/><\/h2>\n<p><b>Une identit\u00e9 visuelle constante<\/b><\/p>\n<ul>\n<li>Son style vestimentaire est extr\u00eamement constant : veston anthracite et chemise blanche, toujours formel. Cela accentue\u00a0 l\u2019impression de stabilit\u00e9 et donc la fiabilit\u00e9 qu\u2019il v\u00e9hicule aupr\u00e8s de ses audiences.<\/li>\n<li>Sa gestuelle est \u00e9galement pens\u00e9e pour inspirer la confiance : attitude d\u00e9tendue, pench\u00e9 vers le photographe, sourire engageant, regard franc \u201cdroit dans les yeux\u201d<\/li>\n<\/ul>\n<h3><\/h3>\n<h3>Profil Twitter<\/h3>\n<p><b>Un professionnel qui ne se laisse pas surprendre<\/b><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>On voit que ce n\u2019est pas lui qui tweet, mais son attach\u00e9 en communication (photos prises de lui lors de prises de parole, etc). Cette pratique est courante pour politicien et a le m\u00e9rite d\u2019assurer la constance, au d\u00e9triment, parfois, de l\u2019authenticit\u00e9.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li>Il fait tr\u00e8s peu de re-tweets(la plupart de ceux-ci concernent directement Orange)<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>Bests practices :\n<ul>\n<li>St\u00e9phane se positionne comme une personnalit\u00e9 stable du paysage \u00e9conomique fran\u00e7ais en faisant preuve d\u2019une confiance et d\u2019un positivisme \u00e0 toutes \u00e9preuves.<\/li>\n<li>Cette impression est renforc\u00e9e par le fait qu\u2019il publie peu, mais en reste toujours pertinent.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Profil Linkedin<\/h3>\n<p><b>CEO fiable, un peu distant<\/b><\/p>\n<p>Son profil est plut\u00f4t froid, ce qui convient \u00e0 un CEO, mais n\u2019est pas recommandable pour tout \u00e0 chacun.<\/p>\n<ul>\n<li>Le profil d\u00e9gage une impression de force de caract\u00e8re et fiabilit\u00e9.<\/li>\n<li>La r\u00e9daction d\u2019un r\u00e9sum\u00e9 \u00e0 la troisi\u00e8me personne, alli\u00e9e au manque de d\u00e9tails des descriptions am\u00e8ne une certaine distance avec le visiteur, ce qui contribue \u00e0 rendre le profil peu sympathique. Cette impression est cependant contrebalanc\u00e9e par ses articles qui montrent, comme dans son profil twitter, un r\u00e9el positivisme et une volont\u00e9 de b\u00e2tir un futur meilleur centr\u00e9 sur l\u2019humain.<\/li>\n<\/ul>\n<p>&gt;\u2192 Une fa\u00e7on d\u2019allier force et sympathie serait de publier des articles positifs de fa\u00e7on plus constante.<\/p>\n<h3><\/h3>\n<h3>Profil Facebook<\/h3>\n<p><b>Profil ferm\u00e9<\/b><\/p>\n<p>Son profil Facebook est inaccessible au public.<\/p>\n<ul>\n<li>Cela permet de garder ses publications dans un cercle restreint<\/li>\n<li>Un CEO d\u2019une entreprise de t\u00e9l\u00e9communication devrait communiquer via l\u2019ensemble des r\u00e9seaux sociaux pertinents. En laissant Facebook de c\u00f4t\u00e9, il risque de perdre une occasion de toucher plus d\u2019audience.<\/li>\n<\/ul>\n<p>\u2192 Il pourrait y rem\u00e9dier en se cr\u00e9ant une page Facebook publique d\u00e9di\u00e9e \u00e0 sa communication professionnelle.<\/p>\n<p><b>S\u00e9curiser son image<\/b><\/p>\n<ul>\n<li>St\u00e9phane Richard a un <span style=\"font-weight: 400;\">positionnement clair : le roc in\u00e9branlable. L\u2019ensemble des informations disponibles \u00e0 son sujet accentuent cet impression. En effet, son positivisme, son identit\u00e9 visuelle, les th\u00e9matiques sur lesquelles il s\u2019exprime, tout cela contribue \u00e0 le positionner comme un CEO fiable et digne de confiance.<\/span><\/li>\n<li>En s\u2019exprimant r\u00e9guli\u00e8rement sur des sujets de soci\u00e9t\u00e9s peu pol\u00e9miques et positifs, St\u00e9phane parvient \u00e0 se positionner comme un leader d\u2019opinion, sans pour autant se mettre en danger. Cette strat\u00e9gie de communication est tr\u00e8s efficace, car elle s\u2019accorde parfaitement \u00e0 sa personnalit\u00e9 enthousiaste. Le r\u00e9sultat est une impression d\u2019authenticit\u00e9 qui va contribuer \u00e0 renforcer la confiance que ses audiences lui portent.<\/li>\n<\/ul>\n<h3><\/h3>\n<h3>Synth\u00e8se des bonnes pratiques<\/h3>\n<p><b>Constance, constance, constance<\/b><\/p>\n<ul>\n<li>Que ce soit au niveau de son identit\u00e9 visuelle, de son discours ou du ton adopt\u00e9, St\u00e9phane Richard fait preuve d\u2019une grande r\u00e9gularit\u00e9. On constate un l\u00e9ger b\u00e9mol cependant au niveau du rythme de publication sur LinkedIn. Une strat\u00e9gie de communication, c\u2019est comme un r\u00e9gime : il faut se fixer des objectifs atteignables et tenir le rythme sur la dur\u00e9e.<\/li>\n<li>Il a fait des &gt;choix en mati\u00e8res de canaux et il sait s\u2019y tenir. Son principal outil de communication est Twitter. C\u2019est par ce canal qu\u2019il communique l\u2019ensemble des informations relatives \u00e0 Orange. Son profil LinkedIn lui sert de canal pour ses informations personnelles, ainsi que celles d\u2019Orange. Finalement, il a fait le choix de garder son compte Facebook priv\u00e9 afin qu\u2019il demeure uniquement personnel.<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>Identit\u00e9 visuelle Une identit\u00e9 visuelle constante Son style vestimentaire est extr\u00eamement constant : veston anthracite et chemise blanche, toujours formel. Cela accentue\u00a0 l\u2019impression de stabilit\u00e9 et donc la fiabilit\u00e9 qu\u2019il v\u00e9hicule aupr\u00e8s de ses audiences. Sa gestuelle est \u00e9galement pens\u00e9e pour inspirer la confiance : attitude d\u00e9tendue, pench\u00e9 vers le photographe, sourire engageant, regard franc [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":32522,"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-4268","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":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Analyse de marque personnelle - St\u00e9phane Richard - Ricochets<\/title>\n<meta name=\"description\" content=\"Constance, voici le mot cl\u00e9 pour cette analyse de r\u00e9putation digitale du CEO de orange. 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