As our lives are more and more digital, more and more personal data travels. Consumers are becoming aware & worry, especially in a context of scandals around privacy on internet. Brands have to change their approach to big data to establish a real trusting relationship with their consumers.

1. MANAGING PRIVACY
IN THE DIGITAL ERA

2. The more our lives become digital, the more our
personal data travels. We share everything, through
browsing, purchases, social activities and all the
services we subscribe to.
SHARING
HAS BECOME SECOND NATURE.

3. “The Internet’s not written in
pencil, […] it’s written in ink”
*Watch the video : http://bit.ly/1hpNwLK
The Social Network*

4. At a time when privacy is increasingly fleeting, we
want to regain control and we are demanding new
rights to protect ourselves.
WE LEARNT THE HARD WAY
WE ARE EXPOSED !

5. 3 REASONS TO
BELIEVE IT
Chapter 1

6. “
Reason n°1
CONSTANT
TRACKING
Technologies, always more evolved and invisible, follow
us everywhere. Beyond our digital activities, we track everything,
including our bodies’ functions. We know EVERYTHING about
ourselves and others.

7. Between 2000 and 2010, computers’
ability to recognize people in photos
improved by 3 orders of magnitude
TEDTalk Juin 2013 «Why Privacy Matters » par Alessandro Acquisti, economist
« With the rise of sensors, biometrics, drones & more, it’s getting almost impossible to
remain off the grid. Anonymity is becoming elusive. […] As we move further into the
digital age, we’re starting to both fear and resent technology »
JWT– Trends 2014
Watch the video : http://bit.ly/1g96JSj
3 ILLUSTRATIONS
44% of people are less
inclined to shop in a place
they know they are tracked
« Shoppers reject in-store tracking by retailers »,
Opinion Lab, March 2014
Read the article : http://bit.ly/1rrYIus

8. “
Reason n°2
THE FEAR OF
« BIG BROTHER »
Edward Snowden’s revelations about PRISM raised the
fears of state surveillance. A question is now on our minds: if
tech giants collaborate with governments, what else are they
doing with our data? With the proliferation of hacking scandals,
fears are getting stronger and generate tensions around the
notion of privacy.

9. 3 ILLUSTRATIONS
In the few months following the
PRISM scandal, American « cloud »
companies suffered a loss estimated
around 35 billions of dollars on their
sales.
The Information Technology & Innovation Foundation
Read the article : http://bit.ly/1g7vE4R
Christian Fredrikson, F-Secure CEO in the french hebdo Le Point
Read the article : http://bit.ly/1mL3qE7
« Today, on our market, it’s an asset not to be American! Clients are mostly interested by
the products, but professionnals are more sensitive to who owns the data, and where »
41% of French people declare
that on social networks, nothing
can re-establish their trust (not
privacy policies, nor technical
guarantees, nor reputation, …)
« Baromètre 2013 de la confiance des français dans le numérique », February 2013
Read the article : http://bit.ly/1mGrq8N

10. Reason n°3
GROWING
DEMANDS
“
Right to transparency, right to oblivion, right to know and
understand privacy policies: we are getting organised, in order not to
lose control over our private lives. We demand more power, against
governments and tech giants, who are using us as products, selling our
data.

11. 3 ILLUSTRATIONS
75% of people think it’s useful to
know what brands make of their
data.
« Identité : CATCH ME IF YOU CAN ! A quel « je » joue le consommateur ? »
AACC, livre blanc oct. 2013
Read the article : http://bit.ly/1mL4yro
« While we’ve concentrated on the growth in size of our networks, even if it means
leaking large quantities of data, we now favour their quality and their security »
Smartphone users are ready
to pay 5$ on average for an
app that would guarantee
their privacy
American study of the Economics Dpt of Colorado University (End of 2013)
Read the article: http://bit.ly/1tJy6qM

12. MANIFESTATIONS ON
THE CONSUMER SIDE
Chapter 2

13. POPULAR MOVEMENTS
Because we don’t really know what states and companies make of our personal data, a movement of discontent is growing.
We are getting organised and we are claiming our right to anonymity and privacy.
RIGHT TO OBLIVION IN EUROPE
After years of trial, a Spanish citizen won against Google : the
recognition and application of his right to oblivion, thanks to a ruling of
the European Court of Justice. From now on, any European citizen will
be able to ask web giants to get rid of internet pages concerning their
lives, if they can harm their interests.
THE « STOP WATCHING US »
PETITION
An « anti-NSA » movement was organized in the USA after the PRISM
scandal. Speaking out against the start of massive state surveillance,
many organisations, from all political bonds and from a wide range of

14. SUSPICIOUS FACEBOOK
Stigmatised as the bad guy of the web, exploiting our data for business
and advertising, we don’t trust Facebook anymore. With every new
purchase of the company, our doubts grow bigger.
WHEN ART BECOMES OUR MASK
The control over our privacy is becoming a subject for artistic research.
As technologies are getting closer to the « Minority Report » utopia,
Adam Harbey, an American artist, worked to create a series of tools to
protect us from intrusions. Technology takes a new turn and now serves
to hide us, rather than to reveal us.
In February, a few days after Facebook
acquired Whatsapp, 4,95 millions users
downloaded and started to use Telegram, a
competitor app, publicly engaged for the
protection of privacy.
CV Dazzle : make up
and hair styles to
counter facial
recognition softwares.
Stealth Wear : anti-
drones clothes (hiding
individuals’ thermic
print)
* http://bit.ly/1tJGGpz **http://bit.ly/1ik0VGQ
A few day after
purchasing Oculus Rift,
Facebook was the
center of Twitter
conversations,
multiplied by 45**.
Thousands of internet
users were disappointed
and expressed their
doubts about
Facebook’s intentions.

15. THOUGHTFUL SHARING
If we remain eager to share everything, we seek to better control the data we let slip into the digital world. We use simple
strategies and new sharing tools to compose our private and public information.
SHARING MORE TO HIDE MORE
Danah Boyd, American researcher on social networks, explains that teenagers protect their privacy
by sharing just a tiny bit of information about themselves. The attention is focused on the few
things they share and the rest is left alone. Their private life remains private this way. It’s nowadays
a well known technique, and not only for teens.
http://bit.ly/N04Kmk

16. JUNK EMAIL ADRESS
Many e-mail services are only accessible online in exchange for personal
data: we sometimes give them false information to avoid being tracked.
At a time we have more and more email adresses per person (75% of
French people have several*), we often use one for junk emails and
sometimes using one of the many disposable email services available
online**.
PRIVACY POLICIES
Instead of giving up social networks, we just use them is more clever
ways. Friends’ lists, privacy settings, restrictions: in 2013, 77% of
people*** changed their privacy settings on Facebook.
* http://bit.ly/1k0KZWM ** http://bit.ly/1pxHZZd
***http://bit.ly/1mGrq8N

17. NEW TYPES OF NETWORKS
When massive social platforms seem more and more suspicious, we
prefer using new social networks, which seem to better protect our
privacy.
Paid
We can keep all our rights on our
data and content, by paying a
monthly subscription. App.net
(microblogging platform) and
Pheed (Facebook equivalent)
permit us to go on with our habits
of social sharing without
compromising the safety of our
privacy.
Ephemeral
Snapchat, Meatspace or Blink
allow us to share anything with
anybody, with the promise of
leaving no trace behind: the
contents are automatically
destroyed after a few seconds to
guarantee our right to oblivion.
Anonymous
Whisper & Secret are two social apps allowing
us to share content anonymously, to avoid
leaving traces of our activities behind,
especially when sharing intimate and personal
content.

18. ALTERNATIVE TOOLS
We are conscious the exploitation of our personal data is becoming abusive and we want to act. New solutions and
alternatives exist to avoid tools like Google, to better protect ourselves.
KNOWING TO CONTROL BETTER
Tools that are able to gather information on the traces we leave behind
are multiplying, allowing us more power on managing our connexions.
Privowny is a service allowing us to follow
our connections history and to gather a report
of all the traces left online (what connection,
what data and who uses them, etc.) on every
website we come to visit.
Lightbeam is a plugin to be installed on our web browser,
saving and illustrating our browsing history, to identify links and
data leaks, usually invisible to the user. We can consult our
connexion charts, analyse them and work on avoiding the diffusion

19. ALTERNATIVE BROWSING
To avoid using Google, we can turn to new solutions. DuckDuckGo,
IxQuick or Qwant are new web browsers which keep our searches really
private..
ADVERTISING BLOCKS
Targeted advertising get criticized often about the (lack of) respect of
personal data. A lot of applications, like « Adblock » are now available
and widely used (more than 250M downloads and more than 20M daily
users in April 2014 for AdBlock Plus*), in order to avoid the diffusion of
pop up windows, banners and other invading advertising formats.
* http://mzl.la/1hw1Hur

20. DIGITAL INVISIBILITY CLOAK
If you are suspicious about technology, you might just as well seek to disappear entirely. We can choose extreme but efficient
solutions, which are used more and more, to guarantee our complete anonymity. This way, we’ll be able to discuss, exchange
and surf the web in a pitch black environment.
ALL-ENCRYPTED
Military-graded encryption is becoming the new norm. Thanks to
innovative products and services, we protect our communication from
outsiders’ intrusions more efficiently.
The Blackphone : a smartphone created
to protect the privacy of mobile users.
Everything is encrypted and we can choose
what we want and don’t want to share.
Encrypted e-mails : e-
mail services like Dark Mail
Alliance & HemL.is offer a
complete encryption of our email
communications.
Wickr : this instant messaging app don’t stock any data on its servers and
offers the users the possibility to precisely plan who can read their messages
and for how long it will be available. They can also exchange anonymously.
Moreover, the app is completely encrypted, with military graded security. How
could users ask for more?

21. Obscure transactions
We can now remain anonymous even when purchasing goods. The
development of virtual encrypted money (Bitcoin, Litecoin, …)
gives us the possibility to make transactions that are free of any
traces. Some anonymous marketplaces go further. Often used for
illegal sales, Silk Road 2.0 & Pirate’s Cove can lead the way for the
development of new commerce platforms, anonymous for
everybody.
Safer connections.
Since our internet routers track us and
our computers have IP addresses,
anonymity is impossible. New tools are
being developed to protect our online
navigation and our localisation.
The Tor Network :
An « Onion router »
keeping our online
connections
anonymous
Starkit & Safeplug
Boxes that can be plugged
to computers and routers
to surf the web freely.
Disconnect
A plug-in allowing us to use any web browser
anonymously, without being localized
ANONYMITY’S GLORY
Anonymity, on networks and on warious web platforms we use, is
not always guaranteed. New solutions allow us to turn this around
for good.

22. IF THERE IS A GROWING AWARENESS
THERE’S ALSO A TRUE PARADOX :
39% of people found it was useful
to share personal information with a
brand
« Identité : CATCH ME IF YOU CAN ! A quel « je » joue le consommateur ? »
AACC, livre blanc oct. 2013
61% of internet users would trade
privacy for truly personalised offers.
ACCENTURE, November 2012
Read the article: http://on.mash.to/1lMUAGj

23. « I don’t like people tracking my location,
but I want to know, ‘what are some nearby
Italian restaurants that my friends have
liked’ »
Auren Hoffman, CEO of Rapleaf in http://bit.ly/1fdYZPs

24. IMPACT ON
RELATIONSHIPS
WITH CONSUMERS
Chapter 3

25. Today, if companies focus only on volume and
the accumulation of data, it is necessary that they change their approach. To
(re)establish a lasting relationship of trust with consumers, brands need to become
clever with their personal data collection.
IN THE AGE OF « BIG DATA »,
RELEVANCE AND MODERATION
ARE THE KEYS TO SUCCESS.

26. #1 PROMOTING TRANSPARENCY
Brands need to be clear and explain what they make of personal data – this can be a way to allow them to rebuild a
relationship of mutual trust with their consumers. From the first contact, it is crucial to explain and justify each question, each
request of information.
GOOGLE
Google produced a video to clearly explain the processes that
would permit them to share personal information with
governments. The brand attempts to re-establish trust with
its users, giving details about the process and the different
barriers they try to put to avoid revealing information. An
interesting first initiative from the tech giant.
APPLE
The brand published its first « Transparency Report » in
November 2013. Like Google, they detail and explain how they
came to share data with governments. They also try to reassure
consumers, telling their model is not based on the collection of
data and it will never be.
Watch the video: http://bit.ly/TpzIbW

27. #2 INSISTING ON SECURITY
At a time when most brands are developing connected objects, thinking about the internet security is more than crucial: 84%
of French people see them as a progress and 60% want to use them for their personal security*. Thus, reassuring people
about privacy and security will be the key to nurturing a new relationship with the ever more connected consumers.
ENCRYPTION RACE AT YAHOO
After PRISM, Yahoo decided to encrypt everything. After
making all connections HTTPS, the company has encrypted the
totality of email accounts data since January 2014 and the data
from its data centers since March 2014. At the beginning of
April, the Chief of Security also announced the intention to
encrypt the whole Yahoo platform. They are pushing security in
their development, to re-establish trust from users.
* BVA http://bit.ly/1gUXb9V

28. « MYDATA » PROJECT
From CRM, are we going towards VRM ? The consumer will
soon be able to manage his relationships toward brands, rather
than the contrary. In the UK, the « MYDATA » project is
going in this direction. With the support of the government
and many brands (HSBC, MasterCard, Google, T-Mobile,…),
the program would allow consumers to keep a perfect track of
what data is known by which brand. They could then control
and keep a trace of what brands know about them.
#3 GIVE UP CONTROL
To reassure consumers, brands have to transfer the control of the relationship from their hands to the consumers’. Allowing
them to know what data they own, who uses it and what they do with it, will be an efficient means to avoid a doubt crisis
towards brands.
FACEBOOK REINVENTS ITS CONNECTIONS
During the F8 conference, Facebook announced two major
changes to come regarding the management of personal
data. Users will be able to precisely select which data they are
willing to share and an anonymous FB login will be created to
register on apps. The company is now clearly aware of the
real need of reassuring the public and is looking for efficient
answers, to preserve its hegemonic position on the web.

29. #4 BRING ADDED VALUE
When brands ask for personal data, consumers expect them to use it in the most clever way possible, to receive relevant offers,
with a real added-value. Brands have the capacity to be of a better service to their consumers and to respond to their needs, in
a more than ever personalised way.
BURBERRY « CUSTOMER 360 »
Pioneer of the luxury digital store, Burberry also developed
an interesting customer experience. They offer their
consumers the possibility to create a profile where they can
define their preferences and their fashion phobias, as well as
tracking their trials and purchases. Consulting their profiles,
sales persons can advise them. A personal shopper who
knows you better than anyone, at the moment you enter the
door: this is a real extraordinary shopping experience.

30. IS THERE JUST ONE STEP BEFORE
A PRISM SCANDAL FOR BRANDS ?
Brands can follow every move and action of the consumers, without them
knowing. What will happen when they discover what their favourite brands
are making of their data, without asking permission?
The brands who will shine will be those that acted to protect the best interests
of their consumers.

31. http://mashable.com/2013/08/06/privacy-comic/
Presentation made by Paola Craveiro & Mathieu Genelle
THANKS .o/
CONTACT US
Hélène Meinerad
+33 (0)6 16 72 09 46
helene.meinerad@chemistry-agency.fr
Mathieu Genelle
+33 (0)6 19 76 11 95
mathieu.genelle@chemistry-agency

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