SocialCRM	
  &	
  Privacy:	
  it’s	
  a	
  bitch.	
  Get	
  over	
  it!	
  
	
  
Aurélie	
  Pols	
  –	
  CVO	
  –	
  June	...
Hear	
  no	
  evil	
  –	
  Speak	
  no	
  evil	
  –	
  See	
  no	
  evil…	
  
©	
  Mind	
  Your	
  Privacy	
  SL	
   2	
  
I	
  don’t	
  give	
  advice.	
  I	
  can’t	
  tell	
  anybody	
  what	
  to	
  do.	
  
Instead	
  I	
  say	
  this	
  is	...
Me,	
  myself	
  &	
  I:	
  professional	
  
Mind Your Privacy
4	
  ©	
  Mind	
  Your	
  Privacy	
  SL	
  
@aureliepols	
  
Mind Your Privacy
©	
  Mind	
  Your	
  Privacy	
  SL	
   5	
  
Me,	
  myself	
  &	
  I:	
  private	
  
PrismaQc	
  idenQty	
  
©	
  Mind	
  Your	
  Privacy	
  SL	
   6	
  
©	
  Mind	
  Your	
  Privacy	
  SL	
   7	
  
Why	
  Spain?	
  
©	
  Mind	
  Your	
  Privacy	
  SL	
   8	
  
Spain	
  &	
  data	
  protecQon	
  
Source:	
  Nymity	
  World	
  Breach	
  map	
  
©	
  Mind	
  Your	
  Privacy	
  SL	
  ...
Mind Your Privacy
2010	
   2011	
  
Total	
   17,497,410.02	
   19,597,905.97	
  
16,000,000.00	
  
16,500,000.00	
  
17,0...
Spain	
  &	
  data	
  protecQon	
  
 Spain	
  accounts	
  for	
  80%	
  of	
  EU	
  fines	
  for	
  2011	
  
 The	
  coun...
Security	
  &	
  Privacy	
  in	
  the	
  US	
  
Source:	
  
h`p://
www.mainjusQce.com/
2013/06/14/wyndham-­‐
presses-­‐for...
©	
  Mind	
  Your	
  Privacy	
  SL	
   13	
  
Privacy	
  vs.	
  Data	
  protecQon	
  
US	
  
Common	
  Law	
  
Disputed	
  
Class	
  acQons	
  
	
  
HIPPA	
  
COPPA	
  ...
Data-­‐handling	
  pracQces	
  
Big	
  Data	
  
IdenQty	
  
Privacy	
  
Ownership	
  
ReputaQon	
  
©	
  Mind	
  Your	
  P...
Technology	
  is	
  ethics	
  neutral	
  
	
  
	
  
Can	
  the	
  crea:on	
  of	
  data	
  about	
  
ourselves	
  be	
  co...
CreaQve	
  act?	
  Copyright	
  law?	
  
Source:	
  on.wsj.com/19AUREY	
  	
  
©	
  Mind	
  Your	
  Privacy	
  SL	
   17	
...
(Social	
  media)	
  
US	
  tech	
  Co	
  &	
  
Privacy	
  
Source:	
  
h`p://www.techweekeurope.co.uk/
news/eff-­‐apple-­‐...
Enriching	
  customer	
  data	
  bases	
  
©	
  Mind	
  Your	
  Privacy	
  SL	
   19	
  
Customer	
  DNA	
  
©	
  Mind	
  Your	
  Privacy	
  SL	
   21	
  
From	
  digital	
  analyQcs	
  to	
  intelligence	
  
©	
  Mind	
  Your	
  Privacy	
  SL	
   22	
  
Ok,	
  call	
  it	
  site	
  centric	
  
Not	
  all	
  privacy	
  senngs	
  are	
  the	
  same!	
  
©	
  Mind	
  Your	
  Privacy	
  SL	
   24	
  
Defining	
  SocialCRM	
  
Social	
  CRM	
  is	
  a	
  philosophy	
  &	
  business	
  strategy,	
  
supported	
  by	
  a	
  ...
Target	
  
©	
  Mind	
  Your	
  Privacy	
  SL	
   26	
  
LOVE	
  	
  your	
  lawyers!	
  
Who	
  don’t	
  tell	
  me	
  
what	
  I	
  can’t	
  do	
  
	
  
but	
  
	
  
How	
  I	
 ...
©	
  Mind	
  Your	
  Privacy	
  SL	
   28	
  
Transparency	
  
	
  
Choice	
  
	
  
Consent	
  
	
  
Trust	
  
©	
  Mind	
  Your	
  Privacy	
  SL	
   29	
  
Consent:	
  Opt-­‐in	
  vs.	
  Opt-­‐out	
  
Germany:	
  opt-­‐in	
  	
  
Consent	
  =	
  12%	
  
Austria:	
  opt-­‐out	
 ...
Privacy	
  by	
  Design	
  Principles	
  (7)	
  
1.  Pro-­‐acQve	
  not	
  ReacQve;	
  PrevenQve	
  not	
  
Remedial	
  
2...
In a constantly evolving
data protection
environment for the users
Privacy is a challenge!
New Objectives
We must move fro...
La	
  privacidad	
  
	
  
Unos	
  dicen	
  que	
  ha	
  muerto	
  
Otros	
  que	
  no	
  preocupa	
  al	
  usuario	
  
	
 ...
El	
  usuario	
  demanda	
  lo	
  que	
  valora	
  
Mind Your Privacy
©	
  Mind	
  Your	
  Privacy	
  SL	
   35	
  
Mind Your Privacy
©	
  Mind	
  Your	
  Privacy	
  SL	
   36	
  
 
	
  
	
  
	
  
Mind Your Privacy
2007	
   2008	
   2009	
   2010	
   2011	
  
Total	
  	
   2520	
   4049	
   6017	
   6...
 
	
  
	
  
	
  
Mind Your Privacy
2007	
   2008	
   2009	
   2010	
   2011	
  
Total	
   399	
   360	
   692	
   652	
   ...
©	
  Mind	
  Your	
  Privacy	
  SL	
   39	
  
Transparency
as a medium for
usability
Our commitment
Help
businesses turn
P...
Founders
Jim Sterne
Advisor
Aurélie Pols
CVO
René Dechamps
CEO
María Gómez Moriano
Privacy Director
A multidisciplinary te...
www.MindYourPrivacy.com
Contact: aurelie@MindYourGroup.com
Discussion or party?
Thank you
Privacy and social, it's a bitch. Get over it!
Privacy and social, it's a bitch. Get over it!
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Privacy and social, it's a bitch. Get over it!

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You’d think Germany had the strictest legislation when it comes to Privacy, right? wrong! Spain accounts for almost 80% of the EU’s data protection fines for 2011, it’s data protection legislation includes best practices for security audits and it’s also the one closest to the currently (heavily) debated EU Personal Data Protection Regulation that should pass in 2014.
Spain is different, Spain is ready to embrace Privacy by Design ways of working.
Aurélie will discuss, in plain languages and through the use of multiple examples, what basic principles you need to keep in mind when collecting and processing (big) data in the light of analytics projects but also for socialCRM types of initiatives. It’s not a grey area, it’s not rocket science, it’s just a fundamental right that should be part of your equation.

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Privacy and social, it's a bitch. Get over it!

  1. 1. SocialCRM  &  Privacy:  it’s  a  bitch.  Get  over  it!     Aurélie  Pols  –  CVO  –  June  2013  
  2. 2. Hear  no  evil  –  Speak  no  evil  –  See  no  evil…   ©  Mind  Your  Privacy  SL   2  
  3. 3. I  don’t  give  advice.  I  can’t  tell  anybody  what  to  do.   Instead  I  say  this  is  what  we  know  about  this   problem  at  this  :me.  And  here  are  the   consequences  of  these  ac:ons.     -­‐  Joyce  Brothers   ©  Mind  Your  Privacy  SL   3  
  4. 4. Me,  myself  &  I:  professional   Mind Your Privacy 4  ©  Mind  Your  Privacy  SL   @aureliepols  
  5. 5. Mind Your Privacy ©  Mind  Your  Privacy  SL   5   Me,  myself  &  I:  private  
  6. 6. PrismaQc  idenQty   ©  Mind  Your  Privacy  SL   6  
  7. 7. ©  Mind  Your  Privacy  SL   7  
  8. 8. Why  Spain?   ©  Mind  Your  Privacy  SL   8  
  9. 9. Spain  &  data  protecQon   Source:  Nymity  World  Breach  map   ©  Mind  Your  Privacy  SL   9  
  10. 10. Mind Your Privacy 2010   2011   Total   17,497,410.02   19,597,905.97   16,000,000.00   16,500,000.00   17,000,000.00   17,500,000.00   18,000,000.00   18,500,000.00   19,000,000.00   19,500,000.00   20,000,000.00   Total  de  sanciones  en  Euros   ©  Mind  Your  Privacy  SL   10  
  11. 11. Spain  &  data  protecQon    Spain  accounts  for  80%  of  EU  fines  for  2011    The  country  within  the  EU  with  the  highest   rate  of  complaints  related  to  data  protecQon    The  country  with  the  most  severe  fines    Security  best  pracQces  embedded  into  data   protecQon  law   ©  Mind  Your  Privacy  SL   11  
  12. 12. Security  &  Privacy  in  the  US   Source:   h`p:// www.mainjusQce.com/ 2013/06/14/wyndham-­‐ presses-­‐for-­‐oral-­‐arguments-­‐ in-­‐data-­‐breach-­‐suit/     ©  Mind  Your  Privacy  SL   12  
  13. 13. ©  Mind  Your  Privacy  SL   13  
  14. 14. Privacy  vs.  Data  protecQon   US   Common  Law   Disputed   Class  acQons     HIPPA   COPPA   VPPA…   EU   ConQnental  Law   Privacy  =  fundamental  right   Limited  fines     EU  “cookie”  DirecQve   EU  PDP  RegulaQon  (2014)   ©  Mind  Your  Privacy  SL   14  
  15. 15. Data-­‐handling  pracQces   Big  Data   IdenQty   Privacy   Ownership   ReputaQon   ©  Mind  Your  Privacy  SL   15  
  16. 16. Technology  is  ethics  neutral       Can  the  crea:on  of  data  about   ourselves  be  considered  a   crea:ve  act?   ©  Mind  Your  Privacy  SL   16  
  17. 17. CreaQve  act?  Copyright  law?   Source:  on.wsj.com/19AUREY     ©  Mind  Your  Privacy  SL   17  
  18. 18. (Social  media)   US  tech  Co  &   Privacy   Source:   h`p://www.techweekeurope.co.uk/ news/eff-­‐apple-­‐amazon-­‐yahoo-­‐ twi`er-­‐government-­‐privacy-­‐114962     ©  Mind  Your  Privacy  SL  
  19. 19. Enriching  customer  data  bases   ©  Mind  Your  Privacy  SL   19  
  20. 20. Customer  DNA   ©  Mind  Your  Privacy  SL   21  
  21. 21. From  digital  analyQcs  to  intelligence   ©  Mind  Your  Privacy  SL   22  
  22. 22. Ok,  call  it  site  centric  
  23. 23. Not  all  privacy  senngs  are  the  same!   ©  Mind  Your  Privacy  SL   24  
  24. 24. Defining  SocialCRM   Social  CRM  is  a  philosophy  &  business  strategy,   supported  by  a  technology  plaporm,  business   rules,  workflow,  processes  and  social   characterisQcs,  designed  to  engage  the   customer  in  a  collaboraQve  conversaQon  in   order  to  provide  mutually  beneficial  value  in  a   trusted  &  transparent  business  environment.   It’s  the  company’s  programmaIc  response  to   the  customer’s  ownership  of  the  conversaIon.   ©  Mind  Your  Privacy  SL   25  
  25. 25. Target   ©  Mind  Your  Privacy  SL   26  
  26. 26. LOVE    your  lawyers!   Who  don’t  tell  me   what  I  can’t  do     but     How  I  can  do  it   ©  Mind  Your  Privacy  SL   27  
  27. 27. ©  Mind  Your  Privacy  SL   28  
  28. 28. Transparency     Choice     Consent     Trust   ©  Mind  Your  Privacy  SL   29  
  29. 29. Consent:  Opt-­‐in  vs.  Opt-­‐out   Germany:  opt-­‐in     Consent  =  12%   Austria:  opt-­‐out   Consent  =  99.98%  
  30. 30. Privacy  by  Design  Principles  (7)   1.  Pro-­‐acQve  not  ReacQve;  PrevenQve  not   Remedial   2.  Privacy  as  a  default  senng   3.  Privacy  embedded  into  Design   4.  Full-­‐funcQonality  –  PosiQve  Sum,  not  Zero  Sum   5.  End-­‐to-­‐End  Security  –  Full  Life  Cycle  ProtecQon   6.  Visibility  and  Transparency  –  Keep  it  open   7.  Respect  for  User  Privacy  –  Keep  it  User-­‐Centric   ©  Mind  Your  Privacy  SL   32  
  31. 31. In a constantly evolving data protection environment for the users Privacy is a challenge! New Objectives We must move from mere “compliance” towards “Privacy by Design”, keeping usability top of the list! Mind Your Privacy ©  Mind  Your  Privacy  SL   33  
  32. 32. La  privacidad     Unos  dicen  que  ha  muerto   Otros  que  no  preocupa  al  usuario     Y  sin  embargo  todos  hablan  de  ella   (sobre  todo  el  usuario)                         Mind Your Privacy ©  Mind  Your  Privacy  SL   34  
  33. 33. El  usuario  demanda  lo  que  valora   Mind Your Privacy ©  Mind  Your  Privacy  SL   35  
  34. 34. Mind Your Privacy ©  Mind  Your  Privacy  SL   36  
  35. 35.         Mind Your Privacy 2007   2008   2009   2010   2011   Total     2520   4049   6017   6702   9878   0   2000   4000   6000   8000   10000   12000   Denuncias  y  reclamaciones   ©  Mind  Your  Privacy  SL   37  
  36. 36.         Mind Your Privacy 2007   2008   2009   2010   2011   Total   399   360   692   652   898   0   100   200   300   400   500   600   700   800   900   1000   Sanciones  impuestas   ©  Mind  Your  Privacy  SL   38  
  37. 37. ©  Mind  Your  Privacy  SL   39   Transparency as a medium for usability Our commitment Help businesses turn PRIVACIDAD into an added value for them & their users Respecting users’ privacy is increasingly becoming a deciding factor Using plain and understandable language facilitates communication PRIVACY  
  38. 38. Founders Jim Sterne Advisor Aurélie Pols CVO René Dechamps CEO María Gómez Moriano Privacy Director A multidisciplinary team at your service ©  Mind  Your  Privacy  SL   40  
  39. 39. www.MindYourPrivacy.com Contact: aurelie@MindYourGroup.com Discussion or party? Thank you
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