1. Moderated by Ivan Vlasyuk,
Freelance Project Manager
ivan.vlasyuk@gmail.com

2. Agenda: CCC meeting 23rd March, Tuesday, 19-20:30
Coffee tasting – Starbuck's staff - 10 min - fun & informative
Round table introductions - Ivan - 10min - team formed
Open table discussion - team - 25min - knowledge formed
Generating questions for Leaders' Dialogue <www.leadersmagazine.cz/leaders> - 5 min
● Mr. Ivan Pilný - President – Tuesday Business Network, Prague
● H.E. Mr. Ole Emil Moesby - Ambassador – Kingdom of Denmark Embassy, Prague
● H.E. Mr. Jens EIKAAS - Ambassador – Kingdom of Norway Embassy, Prague
Starbucks coffee tastes presented by Katerina and Ales:
● Coffee Kenya presented by Kuba
Tue, 23 Feb, 2010 Prague, Czech Republic 2

3. Attendees:
● Van koten, Silvester
● Havránek, Jakub
● Havel, Vladimir
● Hejtmanek, Jessica
● Ruzius, Dave
● Pokorný, Robin
● Bolognini, Lorenzo
● Fletcher, Callam
● Awopetu, Tinu
● Uhl, Lukas
● Bellu, Emilio
● Base, Petr
● Dockal, Milan
● Genton, Karin
● Karvinen, Peter
● Gladysh, Ivanna
● Gal, Robert
● Uhlarikova, Jana
● Grein, Mark
● Vlasyuk, Ivan
Tue, 23 Feb, 2010 Prague, Czech Republic 3

4. Agenda topics to be discussed
● Best role model – credible and trustable personal brand?
● What are components of personal brand – what things that need to be handled to stay credible & professional?
– Personal style
– Manners
– Communication & public presentation
● Social networks – where to present and be active?
– What to do on social media sites?
– What not to do on social media sites?
Tue, 23 Feb, 2010 Prague, Czech Republic 4

5. Wikipedia definitions, slide 1
● Personal branding is the process whereby people and their careers are marked as brands (Lair, Sullivan & Cheney 2005). It
has been noted that while previous self-help management techniques were about self-improvement, the personal branding
concept suggests instead that success comes from self-packaging. Further defined as the creation of an asset that pertains to a
particular person or individual; this includes but is not limited to the body, clothing, appearance and knowledge contained within,
leading to an indelible impression that is uniquely distinguishable.
● Online identity management (OIM) also known as online image management or online personal branding or personal reputation
management (PRM) is a set of methods for generating a distinguished Web presence of a person on the Internet. That
presence could be reflected in any kind of content that refers to the person, including news, participation in blogs and forums,
personal web sites (Marcus, Machilek & Schütz 2006), social media presence, pictures, video, etc.
● Online identity management also refers to identity exposure and identity disclosure, and has particularly developed in the
management on online identity in social network services (Tufekci 2008) or online dating services (Siibak 2007).
● One aspect of the online identity management process has to do with improving the quantity and quality of traffic to sites that
have content related to a person. In that aspect, OIM is a part of another discipline called search engine optimization with the
difference that the only keyword is the person's name, and the optimization object is not necessary a single web site; it can
consider a set of completely different sites that contain positive online references. The objective in this case is to get high
rankings for as many sites as possible when someone search for a person's name. If the search engine used is Google, this
action is called "to google someone"[1].
● Another aspect has to do with impression management, i.e. "the process through which people try to control the impressions
other people form of them". One of the objective is in particular to increase the online reputation of the person.
● Online identity management often involves participation in social media sites like Facebook, Flickr, YouTube, Twitter, Twitxr,
Last.fm, Myspace, Orkut and other online communities and community websites, and is related to blogging, blog social
networks like MyBlogLog and blog search engines like Technorati.
● But it can also consist in more questionable practices. Hence in the case of social network services users have the possibility to
buy 'friends' so to increase their visibility
Tue, 23 Feb, 2010 Prague, Czech Republic 5

6. Wikipedia definitions, slide 2
● The objective of online identity management is to:
– Maximize the appearances of positive online references about a specific person, targeting not only to users that actively
search for that person on any Search Engine, but also to those that eventually can reach a person's reference while
browsing the web.
– Build an online identity in case the person's web presence is minimal or nonexistent.
– Solve online reputation problems. In this case, the process can also be named online reputation management.[3]
● Motivation
– The reason why someone would be interested in doing online identity management is closely related to the increasing
number of constituencies that use the internet as a tool to find information about people. A survey by CareerBuilder.com
found that 1 in 4 hiring managers used search engines to screen candidates. One in 10 also checked candidates' profiles
on social networking sites such as MySpace or Facebook [4]. According to a December 2007 survey by the Ponemon
Institute, a privacy research organization, roughly half of U.S. hiring officials use the Internet in vetting job applications
Tue, 23 Feb, 2010 Prague, Czech Republic 6

7. Wikipedia definitions, slide 3
● Online reputation management, or ORM, is the practice of consistent research and analysis of one’s personal or professional,
business or industry reputation as represented by the content across all types of online media. It is also sometimes referred to
as online reputation monitoring
● The key word in Online Reputation Management is engagement. The goal is to have people speak about your brand in a
positive sense by achieving, maintaining and improving a positive online sentiment about it. Being mentioned in social media
can be a threat if not dealt with correctly, but can also generate great benefits if used the right way. It’s all about buzz and
sentiment, and how you manage it.
● Online Reputation Management is the strategy of an entity to manage the online buzz and sentiment about itself by engaging
people positively.
● ORM is a relatively new industry but has been brought to the forefront of professionals’ consciousness due to the overwhelming
and many times unpredictable nature of both professional journalistic content and amateur user-generated content (or UGC),
the latter of which there is far more, and not the least because of the wide number websites that offer such an opportunity to
visitors, typically with very low barriers to entry--often just by creating a screen name, registering one's birthday and a
geographical location, and providing a valid email address to complete the account-creation process. Thus, the type of online
content monitored in ORM spans professional, journalism sponsored by traditional news and media giants as well as user-
created and user-generated blogs, ratings, reviews, and comments, and all manner of specialized websites about any particular
subject, be it a person, group, company, business, product, event, concept, or trend.
● ORM partly formed from a need to manage consumer generated media (CGM)[1]
● As CGM grew with the rise of social media and other similar user-based online content aggregators, it began to effect search
results more and more, bringing with it increased attention to the matter of managing these results. [2]
● EBay was one of the first web companies to harness the power of CGM feedback. By using user generated feedback ratings
buyers and sellers were given reputations that helped other users make purchasing and selling decisions. ReputationDefender
was one of the first companies that offered to proactively manage online reputations. ClaimID is another company that early on
presented services designed to promote personal ORM. In 2010, DigitalStakeout announced it's iScoutWeb reputation
intelligence offering which enables subscribers to discover reputation information suppressed by ORM companies.
Tue, 23 Feb, 2010 Prague, Czech Republic 7

8. Wikipedia definitions, slide 4
● Specifically, the online media that is monitored in ORM is:
● Traditional or mainstream websites
● Social networks
● Consumer Review sites
● Sites which allow reviews of individuals.
● Collaborative Based Sites Such As Wikis
● Article Submission Directories
● Social news/bookmarking sites
● Collaborative Research sites such as Yahoo Answers, Rediff Q&A
● Independent discussion forums
● User-generated content (UGC)/Consumer Generated Media (CGM)
● Blogs
● Blogging communities )
Tue, 23 Feb, 2010 Prague, Czech Republic 8

9. Wikipedia definitions, slide 5
● Improve customer satisfaction by gaining insights from consumers about what is good and bad about their product or services.
● Increase perceptions of brand by creating opportunities to listen to and engage consumers.
● Gain insights about competitors and their customers’ perceptions about their products and services.
● Maintain shareholder value by mitigating risk by having ears close to the ground where opinions about a business are being
formed and propagated.
● Engage in more effective public relations by understanding who the real influencers are.
● Gain understanding of the relationship between user generated content and traditional forms of online media, e.g. news, print,
etc.
● Provide early warning systems for reactive and defensive PR.
● Reduce marketing spend by learning how to reach out to customers more cheaply.
● Reduce internal costs by employing services which save time and effort, as well as money.
● Help identify gaps for products and services which can be developed for profitable niche markets.
● Gain insight into online networks and keywords and key phrases found in user-generated content, which can help to bolster
natural search results about the person, product, or business.
Tue, 23 Feb, 2010 Prague, Czech Republic 9

10. Minutes taken, slide 6
● To track your own name or name of your company – set free google name
monitoring service – GOOGLE ALERT
● Don't post everything. Think of consequences first. Think about how would you
be perceived. Be aware of what other people see.
● If post tpo much too often then risk of loosing credibility
● What do you stand for? Make a list of “how would I want to be perceived?” for
“for what I want to be know?” then post the content accordingly
● Be who you are. Don't manage multiple accounts.
● Important to make 1st impression – that is looks, communication style. Dress
good. If you don't pass the initial scan, can loose opportunity...
● Clients buy satisfaction... if they feel satisfaction in interaction with you (as a
brand)... then they associate those emotions with you as a brand, Important to
satisfy your target auditorium
● Some people are very selective whom do they accept as friends on FB. Some
don't accept until they have at least had coffee together.
Tue, 23 Feb, 2010 Prague, Czech Republic 10

11. Minutes taken, slide 7
● Be consistent.
● Be authentic
● On FaceBook – “personal page” for personal use and friends, “fun page” for
business
● FB/Twitter etc are good to interact and involve with customers. If you are not
planning to support and involve actively then better not even start that pages –
just website is enough.
● Who am I? What do I want to achieve? Depending on the goal – how do you
want to be percieved as?
● Only way to improve is to get feedback. Ask your friends and colleagues: “How
and in which areas can I improve?”
Tue, 23 Feb, 2010 Prague, Czech Republic 11

12. Basic Info
Name: Young Professionals Forum
Category: Organizations - Community Organizations
Description: The Young Professionals Forum is devoted to providing young professionals with the skills, contacts, and
opportunities to help them succeed and become active members of the business community.
Privacy Type: Open: All content is public
www.youngprofessionalsforum.cz
http://www.facebook.com/group.php?gid=21748200412
Ivan Vlasyuk,
Freelance Project Manager
ivan.vlasyuk@gmail.com
Tue, 23 Feb, 2010 Prague, Czech Republic 12