confusion in DO article about nginx

I have a question about something in this tutorial about Nginx virtual hosts https://www.digitalocean.com/community/articles/how-to-set-up-nginx-virtual-hosts-server-blocks-on-ubuntu-12-04-lts--3

In step 2, it says

“You can replace the “www” below with the appropriate username.”

sudo chown -R www-data:www-data /var/www/example.com/public_html

This instruction is very unclear because there’s three ‘www’ in that one command. I know the www in the path should not be replaced by my name, but what about the other two www. do i replace both? do I replace data as well? If my username’s ‘Michael’ what should that command look like?

sudo chown -R Michael /var/www/example.com/public_html

or

sudo chown -R michael-data:www-data /var/www/example.com/public_html

or

sudo chown -R michael-data:michael-data /var/www/example.com/public_html

or ??