A recent presentation to the Fraser Valley Chartered Professional Accountants Association on how to remain Social and carry out and effective marketing campaign in the CASL era - post July 1st 2014

1. Jonathan Christian
@JDGEM
JDGEM Consulting inc.

2. Staying connected in the
#CASL era

3. Just what are the
implications with
CEM & Social
Media? And, just
what can you do
post July 1st?

4. Becoming a better Marketer

5. #Communicating
Commerical Electronic Messages (CEM)
Email, Text Msg, Social Media,
pre-installed computer programs or apps

6. Do you have their permission?
Implications on CASL

7. Marketing SPAM?

8. just so we’re
clear
I’m a
marketer not
a lawyer!

9. #Heavy Penalties
• Implies to Officers and Directors of
Companies
• Worst scenario - Mass email, 50
complaints
• $10,000,000 business fines
• CEO and each officer fined $1,000,000
• Your agency pays $1,000,000

10. Too late?
• Don’t Panic - we have until 2017!

11. Exercise due diligence!

12. Are you a verified local
business?

13. What’s covered?
• all electronic
messaging
• sent from anywhere to
Canada
• You must have
EXPLICIT OR
IMPLICIT CONSENT

14. DO I ALWAYS NEED CONSENT?
• To provide a quote or estimate that has been
requested.
• To make an inquiry about a product or service.
• To complete an existing transaction.
• Not if you’re a Charity or Political Party
• If a MESSAGE is sent for any other reason
than those listed above, you need consent.

16. Implicit Consent?
• Allowed 1 CEM as follow up
• Referrals
• Must disclose name of referee
• Can still phone or Canada Post
• 24 months to follow through post
sale
• 6 months post inquiry
• July 1st 2017 to move from implied
to expressed consent

17. Explicit Consent
• Opt-in - no expiry
• Must be a deliberate action
- electronic, in writing, or
verbal
• Consent does not exist until
given
• Always give the option to
unsubscribe at any time

18. Clear communication
• Must have:
• Company name
• Mailing address
• Website
• Or Email or Phone
• Applies to Mobile
signatures

19. Able to unsubscribe
10 days to comply!

20. permission based marketing

22. 14% will trust what you say about your business.
80% will trust what someone else says about
your business.

23. TWITTER FOR
BUSINESS
@jdgem

24. What about Linked Pro?

25. Have you ?
• Taken an inventory of all the ways your business communicates
electronically.
• Determine which types of communication fall under CASL (Include
sales prospecting)
• Review how you collect user data and store permission information.
• Review your unsubscribe processes and tools.
• Review all of your opt-ins and lead capture forms.
• Review all of your email templates.
• Review your privacy policy.
• Establish policies and guidelines for your staff, and ensure all are
aware and trained.
• Bring in outside help:
• Your lawyers & Digital marketing expert

26. Summary
• Be polite
• Always listen to requests
• Keep Calm and Carry On!

27. Questions?

28. It is a social
world…
Build rapport
Build trust

29. We’d love to help!

30. Thank YOU!
WWW.WEMAKESTUFFHAPPEN.COM