Digital Direct Marketing and Privacy in Belgium

1. (digital)
Direct
Marke0ng
&
Privacy
By
Jan-­‐Willem
Vanhaelewyn
21/06/2012

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. 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. 1
Social
Media
&
Privacy

5. Social
plaWorms
care
about
privacy.
More
about
theirs
than
yours,
but...
Facebook
has
a
longer
privacy
policy
than
the
US
Cons0tu0on.

6. Legal
framework
Source:
www.ny0mes.com/interac0ve/2010/05/12/business/facebook-­‐privacy.html?ref=personaltech

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. The
challenge
we
are
facing…

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. Don’t
be
a
stalker…
but
ask
for
informa0on…
How
to
gather
informa0on
on
social
plaWorms?

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. 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. 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. Gathering
informaCon
with
the
connect-­‐applicaCon:
Let’s
see
some
worked-­‐out
real
live
examples!
14

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. E.g.:
simplifying
the
registraCon
process
16

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. 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. Social
Media
and
contests…
How
to
“nail”
it?

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. 5
legal
rules
for
TwiRer

22. Social
Media:
5
rules
for
TwiUer
usage
in
DM

23. 2
Robinson
list

24. Robinson
list
(call
&
email)

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. 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. 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. 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. By
Jan-­‐Willem
Vanhaelewyn
TwiRer:
@jwvanhaelewyn
Mail:
jan-­‐willem.vanhaelewyn@4cconsul0ng.com
21/06/2012