The protection of his personal brand Géraldine METZ Master 2 – Commerce Électronique Université de Strasbourg
Definition <ul><li>Online identity management  or  online image management  or  personal reputation management </li></ul><...
Figures <ul><li>52 %  of people trust in what others said about you   </li></ul><ul><li>77 %  of  recruiters  are influenc...
Why is it important ? <ul><li>In the domain of ICT,  an absence of digital reputation   can be interpreted as… </li></ul><...
What are we going to talk about? <ul><li>Not about the keys to success a personal brand </li></ul><ul><li>Not about the di...
What to do in case of negative content which tainted your reputation? <ul><li>Remove the negative content </li></ul><ul><l...
Remove the negative content   1/2 <ul><li>Contact the webmaster of the website (the privacy guidelines,  the terms of use ...
Remove the negative content   2/2 <ul><li>Others possibilities: </li></ul><ul><li>Companies are specialized in E-reputatio...
Delete tracks on search engines 1/3 <ul><li>Remove the negative content </li></ul><ul><li>Use the public URL removal tool ...
Delete tracks on search engines 2/3 <ul><li>A dark side of Google is the autocomplete </li></ul><ul><li>Google's algorithm...
Delete tracks on search engines 3/3 <ul><li>There are also humans at Google  </li></ul><ul><li>Contact the legal departmen...
Delete tracks  on social networks <ul><li>Use button called &quot;Report&quot; to remove content, photo or an abusive user...
What is the legal basis for use in the request  to remove personal data? <ul><li>Defamation : article 29 of the Law of the...
How to have material evidence? <ul><li>Establish a  bailiff's report , by a bailiff who is specialized </li></ul><ul><li>T...
THANK YOU FOR YOUR ATTENTION… <ul><li>Sources: </li></ul><ul><li>http://www.slideshare.net/kristaneher/online-brand-and-re...
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The protection of his personal brand

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The protection of his personal brand

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

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