Marketing on the social
Web
Wednesday 29 July 2009

Marketing on the social
Web
What marketing types need to know ...
Wednesday 29 July 2009

About me
Wednesday 29 July 2009

Paul Jacobson
Web and digital media lawyer
paulj@jacobson.co.za
webtechlaw.com
facebook.webtechlaw.com
friendfeed.com/webtechlaw
@pauljacobson
Wednesday 29 July 2009

social media focus
Wednesday 29 July 2009

The Web has changed
Wednesday 29 July 2009

Its about being social ...
Wednesday 29 July 2009

... i
n the
dig
ita
l age
...
Wednesday 29 July 2009

Here are a few things for you to think about ...
Wednesday 29 July 2009

Reputation
Wednesday 29 July 2009

Freedom of
expression can be
liberating
Wednesday 29 July 2009

Wednesday 29 July 2009

Social media = expression
Wednesday 29 July 2009

Your customers are having
conversations about your brand
You are not in
control of your
brand
Wednesday 29 July 2009

customers have
new tools and a
longer reach
Wednesday 29 July 2009

09-f9-11-02-9d-74-e3-5b-d8-41-56-c5-63-56-88-c0
Wednesday 29 July 2009

Brüno
Wednesday 29 July 2009

... and so on ...
the network effect in social media
Wednesday 29 July 2009

You suck!
Wednesday 29 July 2009

New(ish) buzzwords
brandsquatting
Cybersquatting
(domain names)
typosquatting
Wednesday 29 July 2009

Getting the community
involved
Wednesday 29 July 2009

... it can be a gamble ...
Wednesday 29 July 2009

You might also be amazed ...
Wednesday 29 July 2009

Take
precautions
Wednesday 29 July 2009

Content
Wednesday 29 July 2009

Customers want to consume
content on their terms
Wednesday 29 July 2009

The problem is that © ≠ sharing
Wednesday 29 July 2009

How can you facilitate
access to content?
Wednesday 29 July 2009

There are a couple options
Wednesday 29 July 2009

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Wednesday 29 July 2009

Protection of personal
information
a few general comments ...
Wednesday 29 July 2009

Wednesday 29 July 2009

Existing law
• Bill of Rights (Chapter
32)
• Consumer Protection
Act
• PAIA
• ECT Act
• RICA
Wednesday 29 July 2009

“POPIA”
Wednesday 29 July 2009

Categories of
“personal
information”
The draft bill distinguishes
between ordinary personal
information and more sensitive
personal information.
Wednesday 29 July 2009

Data Protection
• Ensure the personal information collected is
“complete, not misleading, up to date and accurate”;
• Secure integrity of personal information against risk of
loss or damage;
• Protect against unlawful or unauthorised access or
processing;
• Identify reasonably foreseeable internal and external
risks;
• Generally accepted infosec practices and procedures
* Principle 6: draft POPIA
Wednesday 29 July 2009

Privacy policy
Wednesday 29 July 2009

Wednesday 29 July 2009

Implementation
Wednesday 29 July 2009

Terms of use
Don’t forget details like
jurisdiction, choice of law and
ECT Act compliance
Wednesday 29 July 2009

Constant review to ensure
that they are in keeping
with new developments
Wednesday 29 July 2009

Case study
Wednesday 29 July 2009

Wednesday 29 July 2009

Bad ...
Wednesday 29 July 2009

Wednesday 29 July 2009

Better ...
Wednesday 29 July 2009

Wednesday 29 July 2009

Downright
impressive ...
Wednesday 29 July 2009

Pick your lawyer
carefully ... seriously!
Wednesday 29 July 2009

Any lawyer just won’t do
Wednesday 29 July 2009

You have to
understand social
media
Wednesday 29 July 2009

Thank you!
Wednesday 29 July 2009

Paul Jacobson
Web and digital media lawyer
paulj@jacobson.co.za
webtechlaw.com
facebook.webtechlaw.com
friendfeed.com/webtechlaw
@pauljacobson
Wednesday 29 July 2009