Digital Direct Marketing & Privacy in Belgium June 2012

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Digital Direct Marketing and Privacy in Belgium

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Digital Direct Marketing & Privacy in Belgium June 2012

  1. 1. (digital)  Direct  Marke0ng  &  Privacy  By  Jan-­‐Willem  Vanhaelewyn  21/06/2012  
  2. 2. 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  
  3. 3. 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  
  4. 4. 1Social  Media  &  Privacy  
  5. 5. Social  plaWorms  care  about  privacy.  More  about  theirs  than  yours,  but...  Facebook  has  a  longer  privacy  policy  than  the  US  Cons0tu0on.  
  6. 6. Legal  framework  Source:  www.ny0mes.com/interac0ve/2010/05/12/business/facebook-­‐privacy.html?ref=personaltech  
  7. 7. 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.  
  8. 8. The  challenge  we  are  facing…  
  9. 9. 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  
  10. 10. Don’t  be  a  stalker…  but  ask  for  informa0on…  How  to  gather  informa0on  on  social  plaWorms?  
  11. 11. 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.  
  12. 12. 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
  13. 13. 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
  14. 14. Gathering  informaCon  with  the  connect-­‐applicaCon:   Let’s  see  some  worked-­‐out  real  live  examples!   14
  15. 15. 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
  16. 16. E.g.:  simplifying  the  registraCon  process   16
  17. 17. 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
  18. 18. 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
  19. 19. Social  Media  and  contests…  How  to  “nail”  it?  
  20. 20. 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  
  21. 21. 5  legal  rules  for  TwiRer  
  22. 22. Social  Media:  5  rules  for  TwiUer  usage  in  DM  
  23. 23. 2Robinson  list  
  24. 24. Robinson  list  (call  &  email)  
  25. 25. 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  
  26. 26. 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    
  27. 27. 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    
  28. 28. 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    
  29. 29. By  Jan-­‐Willem  Vanhaelewyn  TwiRer:  @jwvanhaelewyn  Mail:  jan-­‐willem.vanhaelewyn@4cconsul0ng.com  21/06/2012  

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