digital direct marketing & privacy in belgium june 2012
TRANSCRIPT
01 Social Media & Privacy
Table of Contents (1)
01.1 Legal framework: intro
01.2 The challenge we are facing
01.3 Possibili0es in gathering data via SM
01.4 Social Media and contests: privacy?
01.5 5 legal rules for TwiRer
02 Robinson list (tel & email, B2B & B2C)
Table of Contents (2)
02.1 What is it?
02.2 What are the current rules?
02.3 What will be the rules in the future?
03 7-‐step Checklist for privacy in DM
Social plaWorms care about privacy. More about theirs than yours, but... Facebook has a longer privacy policy than the US Cons0tu0on.
Legal framework
Source: www.ny0mes.com/interac0ve/2010/05/12/business/facebook-‐privacy.html?ref=personaltech
Legal framework
! Using data for DM-‐campaigns gathered from Social PlaWorms has 3 levels of legal implica0ons:
! Privacy rules: o Using the data is only allowed when you tell your audience what you’re about to do with the data o You have to be transparent about where you will transfer the data to (which domains & places) o You must gather an opt-‐in (explicit agreement of your audience that you may use this data)
! Intellectual property of the databases: o You must keep your own database with all contact informa0on about your audience. This means
that you are also responsible for your own database and the confiden0ality of this data.
! General terms and condi0ons per specific plaWorm o Each plaWorm has its own terms and condi0ons that must be respected.
The challenge = “Customer & Market Insights”
! Gecng to know our customers and environment (e.g. compe0tors for example) by crea0ng a richer profile for each contact.
! We can do that by using Social Media to: ! Listen to their needs & track their behaviour: Social Monitoring ! Start a conversa0on with clients ! Gather more data from their Social, public ac0vi0es
! We want to do this to improve our communica0on and to fight against irrelevant, non-‐sense communica0ons.
! By gecng to know our contacts more and more, we will be able to reach them with
the right message/offer at the right 0me
In social media there is no business to consumer: there is person to person. Get to know your audience by talking to them or asking them transparently for informa0on.
Gathering informaCon can be done by 2 main techniques
1. Talk with your audience and save knowledge about their preferences or issues in your CRM system
2. Gather data via a “connect-‐applica0on” when for example a user wants to register to your website for a service you provide, you can give him/her the opportunity to login with Facebook (or other plaWorm)
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Login: Username: ........... Password: .............
Advantages for the user when gathering informaCon during registraCon processes on your website
! Enhance Digital Customer Experience by: ! Simplifying a website registra0on process
q Less data to fill in q Less errors
! Simplifying the website login process q Less data for the user to remember
! Users are lazy and haven’t got much 0me + you can enrich your database!
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Login: Username: ........... Password: .............
Let’s see some worked-‐out real live examples!
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Gathering informaCon with the connect-‐applicaCon:
E.g.: simplifying the registraCon process
! Scope: ! User wants to register to
www.internetmarke0ngschool.be because subscribers are granted access to several whitepapers and other usefull info.
! As provider, we want all this info ! As a user we do not want to have another
password and login and we have to give a lot of informa0on anyway so why not via Facebook?
! Goal when integra0ng a connect-‐
applica0on: ! Gathering informa0on about our users ! Users get their info automa0cally filled in ! Less errors are made ! Connec0on to social profiles is made
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E.g.: simplifying the registraCon process
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! The data is pre-‐filled
! User has to fill in other data that Facebook doesn’t provide
! Facebook Connect is the only possible way to gather permission to use this data. Other plaWorms have the same rules!
What data can Facebook for example provide us?
! You can find the following data on Facebook:
q Facebook id q First name q Last name q Gender q Loca0on q Link to their profile q Time zone q When they last updated their status q Picture q Friends q Email q Age q Rela0onship details (if provided by the user) q ….
q Source: bisnode: Philippe Arnauts
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Social Media & contests
! Social PlaWorms ac0vely regulate & monitor contests to protect their users
! Your contest must be compliant with the regula0ons as for example for Facebook: www.facebook.com/promo0ons_guidelines.php
! You must write (in the adver0sement) that the promo0on is not administered nor associated with the social plaWorm.
! You must inform the par0cipant that he/she provides informa0on to the organiser of the contest (and not to the social plaWorm)
! You may not oblige your audience to like a wall post or to comment nor to upload a photo on a wall in order to join the contest
! You may not use Facebook features or func0onality, such as the like buRon, as a vo0ng mechanism for a promo0on
! You may not no0fy winners through the social network’s messaging systems
Robinson list: what is it?
! A list (per communica0on channel..e.g. phone, email) where people can sign up when they don’t want to receive any commercial communica0on via that channel
! This list is kept by the Belgian Direct Marke0ng Associa0on (BDMA)
! Each member of the BDMA must respect this list and may not contact anyone who is listed
Robinson list: the current rules?
! You must compare your contact list with the Robinson list in order to avoid contac0ng subscribers of the Robinson list when doing a DM ac0on
! This is not needed:
! when your contacts are B2B contacts ! when your communica0on is not of the commercial genre ! when you contact exis0ng clients or persons who ask for informa0on ! when you have an explicit OPT-‐IN from the contact telling you that you may contact him/
her for commercial offers
! This is applicable for email and telephone contacts
! These rules were applicable up to now and as a company you could be punished but only if you were a member of the BDMA
Robinson list: what is about to change?
! The largest change is for the telephone list of Robinson
! It has now become a law to respect the telephone list. The government will give the BDMA the permission to uphold this law
! BUT: now you will also have to have to optain an opt-‐in to call B2B prospects IF you make a commercial outbound telephone call
! TO DO: you may already start asking your B2B clients for opt-‐ins if you are a company that makes a lot of commercial calls
Privacy Checklist
! Find here a checklist on the privacy rules of the BDMA: ! hRp://www.4cconsul0ng.com/downloads/informa0on/
Checklist_DM_Privacy_20110223_NL.pdf
By Jan-‐Willem Vanhaelewyn TwiRer: @jwvanhaelewyn Mail: jan-‐[email protected] 21/06/2012