Webinar hosted online for Progressive Recruitment teams on 29 April 2020. Progressive Recruitment: https://www.progressiverecruitment.com Connect LinkedIn: http://bit.ly/linkedin-dmlg SlideShare: http://bit.ly/slideshare-dmlg Twitter: http://bit.ly/twitter-dmlg Periscope: http://bit.ly/periscope-dmlg YouTube: http://bit.ly/youtube-dmlg

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E-reputation: Managing digital
identity in a professional context
29 April 2020 - GoToTraining

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Introduction to digital identity
➥ Context: digital and the trust economy
➥ Framing digital identity
Digital hygiene
➥ Online settings
➥ Data control
Professionnal branding
➥ Digital footprint audit
➥ Planning online presence
➥ Managing digital identity
Agenda

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Introduction to digital identity
➥ Context: digital and the trust economy

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Activity Mobility
+
Conversational web Smartphone
Accessibility
Price ▼ + broadband ▲
+
Onlife taking shape

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Datafication: modern technological trend turning many aspects of our life into data.
4.1M searches
1.3M logging in
694K scrolling
1.6M swipes
194K people tweeting
59M messages sent
2.5M snaps created
An Internet minute in 2020
Sources: Lori Lewis (Twitter, 11/03/2020), Seagate

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Local → Institutional → Distributed
Taken on peers
In the hands of the masses
Transparent
Rebalancing
Taken on faith
In the hands of a few
Behind closed doors
Taken on neighbours
In the hands of the tribe
Transparent
Sources: Rachel Botsman, Edelman PR
Trust and influence now lie more with individuals than they do with institutions.
Top
▼
Down
Flat ►

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Source: 2020 Edelman Trust Barometer

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Source: Edelman PR

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Source: Airbnb
Technological innovation leads to social innovation.
Technological innovation: accessibility + activity + mobility
Social innovation: trust at scale

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Introduction to digital identity
➥ Framing digital identity

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DMLG
Digital identity: the set of information (from you or others, fake or accurate, real name or
nickname) that pertains to you online.
People only? A digital identity may also comprise of a company or a bot.
Information about you online = data (points).

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DMLG
Two types of data
➥ Data - think of content
e.g. email (= text)
➥ Metadata (data about data) - think of container
what type of computer it was generated on, where, when, who sent the email, who received it, etc

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DMLG
« One major irony here is that law, which always lags behind technological
innovation by at least a generation, gives substantially more protections to a
communication’s content than to its metadata—and yet intelligence agencies are far
more interested in the metadata—the activity records that allow them both the “big
picture” ability to analyze data at scale, and the “little picture” ability to make perfect
maps, chronologies, and associative synopses of an individual person’s life, from
which they presume to extrapolate predictions of behavior. In sum, metadata can tell
your surveillant virtually everything they’d ever want or need to know about you,
except what’s actually going on inside your head. »
Edward Snowden, Permanent Record

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DMLG
Three data layers
➥ Shared
name, username, uploaded content (photo, video, sound, etc), interactions (likes, comments, shares), messaging content,
search terms, etc
➥ Observed
browser history, mouse movements, content clicked/ignored, typing speed, facial/voice recognition patterns, device
location, distance from other devices, etc
➥ Inferred
Shared + observed to infer knowledge about the person.

15. dmlgSource: panoptykon.org

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Data points in practice
TikTok’s video
search engine
allows Chinese
users to click on a
face in a video and
find all other videos
associated to that
person.
ClearviewAI
aggregated 3+
billion photos from
public Internet to
allow instant
identification.
Facebook patented (2015)
an emotion detection
feature which would allow
microexpression tracking
through smartphone’s front
camera. Practical use
unknown to date.
The changing
electromagnetic
field allows to work
out the position,
actions, and
movement of
individuals via Wi-Fi
transmitters.

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2000’ 2010’
E-reputation: digital identity impacting trust and influence online.
2020’
?
Search Social
with
unverified
profiles
Scoring
with
verified
profiles
+ +

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Scoring at public level: social credit system in China
Source: Rachel Botsman

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Scoring at private level: Airbnb
Airbnb has a 'trait-analysing' software designed to
scan people’s online presence for predicting whether
they are trustworthy or not. The proposed software
was initially patented by background check company
Trooly that Airbnb later acquired.
The initial plans for the patent were put forward in
2014, with the most recent patent issued by the
European Patent Office (EPO) in 2019.
e.g. data points: documents, keywords and phrases,
affiliations to other individuals or webpages, false
profiles, and involvement in a variety of activities.
Sources: Evening Standard, « Determining trustworthiness and compatibility of a person » patent, Airbnb

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Source: credo360.com

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Sources: The Next Web, London Evening Standard, Washington Post, New York Times

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« An additional goal of the association is to develop and promote an open identity
standard. We believe that decentralized and portable digital identity is a prerequisite
to financial inclusion and competition. » (libra, white paper)
From Facebook Connect to a verified digital identity?
Sources: libra.org, gadgetsnow.com, facebook.com

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Digital hygiene
➥ Online settings

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Login and security
Password ➥ Account password
➥ Password storage
Authentication ➥ Two-factor authentication
Connection ➥ Where you’re logged in

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Digital hygiene
➥ Data control

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Reviewing data ➥ myaccount.google.com/intro/dashboard
➥ facebook.com/your_information
Backing up data ➥ takeout.google.com
➥ facebook.com/dyi/?x=AdlUVhNgIGSxy2nb&referrer=ayi
➥ linkedin.com/psettings/member-data
➥ twitter.com/settings/your_twitter_data
Cleaning up data ➥ myactivity.google.com/myactivity
➥ myactivity.google.com/more-activity
➥ facebook.com/username/allactivity

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Professionnal branding

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Download XLS file at bit.ly/professionalbranding-en

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Professionnal branding
➥ Digital footprint audit

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Point What What for
Online presence Sites (including network/relationships, content and any ad
hoc interactions*) on which the subject is present and has
direct control (adding/removing relationships from the
network or/and creating/removing
accounts/content/interactions).
*interactions = likes, comments, shares
Identifying all the channels* on which the subject is
registered and active or not, in his/her name or under a
pseudonym to get an overview of his/her digital presence.
*(1) sites (forums, blogs, directories); (2) social media; (3)
applications and; (4) other platforms
Digital footprint
subject
Tone of the subject's digital footprint on Google and social
media. Digital footprint allowing direct partial control
(update/deindex/delete).
Identifying content which positively impacts the subject's
professional branding to highlight it, and content that is
irrelevant and/or harmful in order to work on its retreat,
de-indexation or deletion.
Digital footprint
competition
Tone of the digital footprint of three of the subject's
competitors on Google and social media.
Identifying content which positively impacts the
competitors' professional branding to benchmark good
practices and apply them to the subject.
Keywords
subject
Analysis of keywords related to the first page of Google
search results for the subject. A set of other keywords is
provided by the subject in addition of existing ones.
Identifying strategic and relevant keywords specific to the
positioning and development prospects of the subject's
professional project, and analysing their competitive reach in
order to extract a lexicon of primary and secondary
keywords to be used in the subject's digital communication.
Keywords
competition
Analysis of words related to the first page of Google search
results for the subject's three competitors selected.
Identifying the relevant keywords of the three competitors
audited, and analysing their reach to position the subject's
communication on some of them in order to consolidate the
existing lexicon of primary and secondary keywords of the
latter.

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Professionnal branding
➥ Planning online presence

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Objectives ➥ Outcome
➥ SMART objectives
➥ KPIs
outcome > objectives > audience > message > channels
Audience ➥ Personae
➥ Existing audience
outcome > objectives > audience > message > channels
Content ➥ What (topics)
➥ Where (channels)
➥ How (editorial line, PESO,
communication codes, tone,
language(s), lexicon)
➥ When (editorial calendar)
outcome > objectives > audience > message > channels
Branding ➥ Notoriety
➥ Identification
➥ Typography
➥ Colour coding
➥ Logo
➥ Look & feel
➥ Photo(s)
➥ Contact
➥ Biography

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Professionnal branding
➥ Managing digital identity

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Procedures ➥ (E-)reputation
➥ Conversations
➥ Influencers
➥ Competition
➥ Exposure
➥ Event (attendee)
➥ Event (speaker)
Tools ➥ Software
➥ Hardware
Training ➥ Trainings to which is is
relevant for the subject to
enrol in the light of his/her
defined professional
branding strategy.

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+32 487 42 98 82
denys@malengreau.eu
linkedin.com/in/dmlg
twitter.com/d_mlg
Slides at slideshare.net/denysmalengreau