Digital Direct Marketing & Privacy in Belgium June 2012
(digital) Direct Marke0ng & Privacy By Jan-‐Willem Vanhaelewyn 21/06/2012
Table of Contents (1) 01 Social Media & Privacy 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
Table of Contents (2) Robinson list (tel & email, 02 B2B & B2C) 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
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
Don’t be a stalker… but ask for informa0on… How to gather informa0on on social plaWorms?
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 Login: 2. Gather data via a “connect-‐applica0on” when for example a user wants to register Username: ........... to your website for a service you provide, Password: ............. you can give him/her the opportunity to login with Facebook (or other plaWorm) 12
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 Login: ! Simplifying the website login process Username: ........... q Less data for the user to remember Password: ............. ! Users are lazy and haven’t got much 0me + you can enrich your database! 13
Gathering informaCon with the connect-‐applicaCon: Let’s see some worked-‐out real live examples! 14
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 15
E.g.: simplifying the registraCon process ! 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! 17
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 18
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-‐firstname.lastname@example.org 21/06/2012