the protection of his personal brand
TRANSCRIPT
The protection of his personal brand
Géraldine METZMaster 2 – Commerce ÉlectroniqueUniversité de Strasbourg
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Definition
• Online identity management or online image management or personal reputation management
• Distinguished web presence of a person on the web• Reflected in any kind of content: blogs, forums, personal
website, social networks, pictures, videos, etc
Personal branding is how we present ourselves to others online
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Figures
• 52 % of people trust in what others said about you
• 77 % of recruiters are influenced by your online reputation
• 30 % of searches on web had for object a person in USA, only 7 % in France
• 53 % of Americans learn about their colleagues, neighbours or future relationships, only 23 % of French
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Why is it important ?
• In the domain of ICT, an absence of digital reputation can be interpreted as…
If you are not branding yourself, others are doing it for you
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What are we going to talk about?
• Not about the keys to success a personal brand• Not about the differents tools to manage his personal brand• Not about the best practices to create a good personal brand• But…
How can we protect our personal brand? The
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What to do in case of negative content which tainted your reputation?
1. Remove the negative content2. Delete tracks on search engines3. Delete tracks on social networks
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Remove the negative content 1/2
• Contact the webmaster of the website (the privacy guidelines, the terms of use or the whois’ databases)
• CNIL offers on his website a model of letter• Wait 2 months (legal delay)• CNIL offers the possibility to set up a claim• Bring the case in front of courts
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Remove the negative content 2/2
• Others possibilities:- Companies are specialized in E-reputation- Swiss Life offers an assurance to protect its E-reputation
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Delete tracks on search engines1/3
• Remove the negative content• Use the public URL removal tool by Google to delete the
content from appearing as a cache copy or snippet in Google's search results
• The recent changes will be seen by the Google’s robots, and any outdated pages will drop out of the search results
• Exceptions for social security number or credit card number
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Delete tracks on search engines 2/3
• A dark side of Google is the autocomplete• Google's algorithm predicts and displays search queries which
are based on other users' search activities• Google has been sentenced several times for defamation• Net Neutrality
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Delete tracks on search engines 3/3
• There are also humans at Google • Contact the legal department of Google • Fill the form
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Delete tracks on social networks
• Use button called "Report" to remove content, photo or an abusive user
• Attention to the limits between private space and public space3 employees have been dismissed for denigrating their superiorson Facebook
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What is the legal basis for use in the request to remove personal data?• Defamation: article 29 of the Law of the Freedom of the Press
of 29 July 1881
• Insult: article 29 of the Law of the Freedom of the Press of 29 July 1881
• Protection of Individuals: article 38 of the act of 6 January 1978 on data protection, data files and individual liberties
• Invasion of privacy: article 9 of the Civil Code
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How to have material evidence?
• Establish a bailiff's report, by a bailiff who is specialized• Temporary Internet files, cookies, browser history should be
removed• a screen shot of the page which show the delict
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THANK YOU FOR YOUR ATTENTION…
Sources:• http://www.slideshare.net/kristaneher/online-brand-and-reputation-management-american-marketing-associati
on-word-of-mouth-presentation
• http://www.slideshare.net/kristianandersen/brand-you-personal-branding
• http://www.slideshare.net/dfailly/grer-sa-rputation-en-ligne-denis-failly
• http://www.slideshare.net/cgiorgi/identit-numrique-1224979
• http://en.wikipedia.org/wiki/Online_identity_management
• http://www.cnil.fr
• http://www.google.com/support/webmasters/bin/answer.py?answer=164133
• http://www.google.com/support/websearch/bin/request.py?contact_type=websearch_defamation
• http://www.facebook.com/help/
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