{"id":4269,"date":"2022-08-16T20:00:53","date_gmt":"2022-08-16T19:00:53","guid":{"rendered":"https:\/\/ricochets.ch\/?p=4269"},"modified":"2023-06-20T12:55:21","modified_gmt":"2023-06-20T10:55:21","slug":"analyse-de-marque-personnelle-laurence-paganini","status":"publish","type":"post","link":"https:\/\/ricochets.ch\/en\/analyse-de-marque-personnelle-laurence-paganini\/","title":{"rendered":"Analyse de marque personnelle – Laurence Paganini"},"content":{"rendered":"

Laurence Paganini, une pr\u00e9sence digitale plut\u00f4t vieillote.<\/p>\n

Profil Linkedin<\/strong><\/h3>\n

Son profil LinkedIn lui est propre et ne sert que peu les int\u00e9r\u00eats de Kaporal. En effet, la marque n\u2019est cit\u00e9e \u00e0 aucun autre endroit que dans la rubrique \u201cexp\u00e9rience\u201d.
\nBien que tr\u00e8s complet et \u00e0 jour, le profil ne donne que peu d\u2019informations qui permettraient d\u2019apprendre \u00e0 conna\u00eetre la personnalit\u00e9 de Laurence Paganini. C\u2019est un profil plut\u00f4t traditionnel type CV, peu moderne.
\nOn comprend vite qu\u2019elle se concentre sur son activit\u00e9 LinkedIn (articles, publications, etc) au d\u00e9triment de son profil. Cela cr\u00e9e un d\u00e9calage avec le r\u00f4le d\u2019influenceuse qu\u2019elle recherche.
\nVisuels :<\/strong>
\n– La photo de couverture fait r\u00e9f\u00e9rence \u00e0 son statut officiel d\u2019influenceuse LinkedIn. Elle n\u2019est cependant pas tr\u00e8s inspirante.
\n– La photo de profil n\u2019est visible que pour ses contacts, ce qui cadre mal avec le statut d\u2019influenceuse qu\u2019elle revendique par sa photo de couverture.
\nSon texte de r\u00e9sum\u00e9, tr\u00e8s bref, ressemble davantage \u00e0 un texte de pr\u00e9sentation Twitter. En effet, il n\u2019y figure que des informations de contact et une br\u00e8ve description de sa situation actuelle. \u00c0 noter qu\u2019elle ose donner son adresse mail priv\u00e9e, ce qui la rend abordable et sympathique. Il est dommage que cette impression ne soit pas amplifi\u00e9e par quelques phrases au sujet de son objectif de vie, de ses r\u00eaves, de ce qui la passionne.
\nLe reste du profil\u00a0 (exp\u00e9rience, formation, comp\u00e9tences, etc) est d\u00e9crit de fa\u00e7on tr\u00e8s approfondie. Cela permet de donner plus d\u2019information au visiteur d\u00e9sirant en savoir plus. Le revers de la m\u00e9daille est la dilution du message principal.<\/p>\n

Communication LinkedIn<\/strong><\/h3>\n

Un r\u00f4le d\u2019informatrice<\/b>
\nLaurence Paganini communique de fa\u00e7on r\u00e9guli\u00e8re et intensive. Son m\u00e9dia de communication favori est LinkedIn.
\nLaurence Paganini a une audience gigantesque (>60\u2019000 abonn\u00e9s) et tr\u00e8s engag\u00e9e. Elle publie de fa\u00e7on intensive (en moyenne 3 posts par semaine).
\nElle utilise LinkedIn principalement pour informer sa communaut\u00e9. Elle effectue une veille m\u00e9dias rigoureuse et partage tous les articles qui lui semblent digne d\u2019int\u00e9r\u00eat. Cela permet aux personnes qui la suivent de rester inform\u00e9s des derni\u00e8res tendances.
\nDans ses articles, Laurence Paganini traite plus de tous les sujets qui lui tiennent \u00e0 coeur : digitalisation, \u00e9conomie locale, mode. En ne se limitant pas \u00e0 un seul sujet, elle se positionne comme une v\u00e9ritable chasseuse de tendances. Cela lui a bien r\u00e9ussi et ses articles lui valent un tr\u00e8s bon engagement de sa communaut\u00e9.<\/p>\n

Profil Facebook<\/strong><\/h3>\n

Profil priv\u00e9<\/b>
\n\u00c9tant tr\u00e8s active sur LinkedIn et Twitter, les deux m\u00e9dias professionnels par excellence, Laurence Paganini a fait le choix strat\u00e9gique d\u2019utiliser Facebook pour un usage priv\u00e9. Son profil est donc inaccessible au public.<\/p>\n

Conclusion<\/strong><\/h3>\n

Laurence Paganini n\u2019est pas devenue influenceuse par hasard.\u00a0 Elle a su se forger un r\u00f4le de veilleuse en amenant de fa\u00e7on continue de l\u2019information pertinente \u00e0 sa communaut\u00e9. Elle a ainsi r\u00e9ussi \u00e0 dissocier son image personnelle de la marque Kaporal. Toujours sur la br\u00e8che des nouvelles tendances, elle sait en d\u00e9cortiquer les implications \u00e0 l\u2019\u00e9chelle locale (pour la France, pour Marseille).
\n\u00c0 noter que cette r\u00e9putation en ligne exemplaire est \u00e9galement due \u00e0 son activit\u00e9 hors ligne inspirante. Elle s\u2019est d\u2019ailleurs vue d\u00e9cerner l’insigne de Chevalier de l’Ordre National du M\u00e9rite pour son parcours exceptionnel et ses valeurs fortes.<\/p>","protected":false},"excerpt":{"rendered":"

Laurence Paganini, une pr\u00e9sence digitale plut\u00f4t vieillote. Profil Linkedin Son profil LinkedIn lui est propre et ne sert que peu les int\u00e9r\u00eats de Kaporal. En effet, la marque n\u2019est cit\u00e9e \u00e0 aucun autre endroit que dans la rubrique \u201cexp\u00e9rience\u201d. Bien que tr\u00e8s complet et \u00e0 jour, le profil ne donne que peu d\u2019informations qui permettraient […]<\/p>\n","protected":false},"author":3,"featured_media":32675,"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-4269","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 - Laurence Paganini - Ricochets<\/title>\n<meta name=\"description\" content=\"Qoqa est le meilleur exemple de gestion de communaut\u00e9 en Suisse romande, cela gr\u00e2ce \u00e0 Pascal Meyer qui a su faire de ses employ\u00e9s des ambassadeurs.\" \/>\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-laurence-paganini\/\" \/>\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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