Digital Privacy in Age of Transparency

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Digital Privacy in Age of Transparency

• DMA Agency Summit 08

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Agenda

• S.W.O.T Analysis on Data and Transparency
• Strengths most Agency already deploy Policy
• Weaknesses where most Agencies fall down
  Technology
• Opportunities in the Digital age of transparency
  Social Media (90 here)
• Threats to All Marketers Legislation

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Who I Am

• Aaron Kahlow, Managing Partner for BusinessOnline
  
• Board of Directors for Business Marketers
  Association
• 180 Digital Marketing seminars
• Worked with leading brands like Chevron, Cisco,
  Kimberly-Clark, Tyco
• Author many columns (Search Engine Watch, BtoB,
  Electronic Retailer..)
• BusinessOnline -Web Site Services (Have 500
  websites on servers)
• Search Engine Optimization (SEO)
• Web Site Usability and Customer Experience
  Optimization (CEO)
• Web Design and Development
• Website Strategic Planning
• Founder Chair of the Online Marketing Summit
• Not for Profit
• Just for Marketers Wanting to Learn more on Best
  Practice Online Marketing
• VENDOR LESS NO Sales
• February 21 23 Sunny San Diego, HIMA 979
• www.OnlineMarketingSummit.com

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Who are You?
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Your Challenges?

• Biggest Digital Threat to Your Company ?
• Biggest Digital Opportunity ?
• Is Social Media Top of Mind ?

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Quick Digital S.W.O.T.
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Strength Most have Policy in Place

• Opt in Policy
• Security Notification Breach Policy
• Website Privacy Policy
• SSL for secure information

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Weakness Technology of Data Security

• Need to Protect Data
• Protecting You need to guard against both
  high-tech and low-tech opportunists. If your
  business is not kept physically secure, anyone
  can walk in and steal unprotected customer data
  from your cabinets, drawers, and desks
• Encryption software or other technology that
  scrambles data to prevent unauthorized viewing.
• Vulnerability Analyzers software that performs
  checks to determine if a computer network's
  devices and software are properly configured,
  patched, and updated.
• Host/Network-Based Intrusion Detection Systems
  software that scans for network related
  suspicious activity.
• Intrusion Prevention Systems sensors that
  detect network security vulnerabilities.
• File Integrity Systems systems that provide
  intrusion detection and verify that files have
  not been tampered with.
• Network Scanners tools that identify network
  security holes that could give intruders access
  to your network
• Note These tools are available commercially at
  most computer or business supply stores.
• Source Better Business Bureau

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Threat Legislation and Hackers

• Pending Legislation (good news mostly on
  notification)
• What data are covered by the security breach
  notification requirements?
• What breach would trigger a requirement to notify
  consumers?
• Is access and correction to data by consumers
  required?
• Is there a right for class action suits?
• Are state laws preempted?
• Security Breach Already happening
• Acxiom Corp., was struck last year by a hacker
  who downloaded sensitive information belonging to
  about 10 percent of Acxiom's corporate
  customers.

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Real Threat Education

• Client and Internal

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Answer in age of Uncertainty The User

• The Golden Rule Do unto others data, as youd
  have done unto you

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The Opportunity

• Much greater than the threat..
• ..Enter Social Media

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Social Media What is it
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What is Social Media?

• Social media describes the online technologies
  and practices that people use to share opinions,
  insights, experiences, and perspectives with each
  other.
• A few prominent examples of social media
  applications are Wikipedia (reference), MySpace
  (social networking), YouTube (video sharing),
  Second Life (virtual reality), Digg (news
  sharing), Flickr (photo sharing) and Miniclip
  (game sharing). These sites typically use
  technologies such as blogs, message boards,
  podcasts, wikis, and vlogs to allow users to
  interact.

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Characteristics

• Web is the Platform
• Collaboration is the method
• Simple Point, Click, Publish
• Syndication, Ubiquitous and Immediate

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From the Beginning of time

• Word of Mouth
• 42.6 Top Sales influencers
• Viral Marketing (online)
• Bulletin Boards of 1995

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Social Media Impact

• Why its Changed the Game

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Marketing Starts at Behavior

• Start Core Behavior
• Determine How/Where we Communicate
• Learn The Buying Cycle
• Marketing Summation of 3

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Human Behavior

• It has Changed!

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Maslows Hierarchy of Needs

• Then

• Now

Facebook
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Communication

• Has Changed

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One way vs. Two Way
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Your own actions

• 1998

• 2008

• Phone Primary
• Tell me about it
• Fax Secondary
• Fax me page of Catalog
• Mail Tertiary
• Send me Catalog

• Email Primary (Business)
• Just email it to me Bob
• Social Networking
• Hit me up on LinkedIn
• Go to www.mycatalog.com
• Get Product Specs at
• Phone?

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Observation Have we made the Shift?

• We goin to party (market) like its 1999

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Buying Cycle

• How we consume information and Research

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Where we spend our time
Source ITA Toolbox/ Social Media Index via Web
Strategist blog
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Most Individuals Media Consumption is Dominated
by Internet and TV
On average, how many hours per week do you
conduct each of the following activities? (Please
type in the number of hours, if none type in 0)
JupiterResearch/Ipsos-Insight Individual User
Survey (7/06), n 4,182 (US only)
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Time Spent in Week
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Top Sales Influencers

• Internet 39
• TV 18
• Radio 12
• Magazine 3
• Newspaper 2

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So how does this compare with Marketing Spend?

• Percent of Budgets

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The Future is Now

• Generation gap
• 2010 100 Internet High school Grads
• Customer Expectation Shift
• When and how I want AND NOW (like a teenage
  daughter)
• User will have complete control
• TV
• Print vs. Online
• Biggest Competitors will be the delete or back
  button

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How we Market

• Brand, PR, Lead Gen and Medium

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Brand How this starts to affect brand

• Not about the Brand Push Emotional Brand
  Experience
• No more asking for personal Data Value Prop for
  partnering on Data
• Handshake rarely happens first .. Interaction
  online will be first touch
• Restaurant analogy BA Example

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Lets take an British Airways for example

• Print Advertisement for New Sleeper service in NY
  Times Magazine
• Landing page www.ba.com/clubworld
• Overview high-end travel, but want to learn more
  about sleeper service
• Click on Home page button Lost in the morass of
  corporate site

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PR Blogs vs. Traditional
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Readership of UGC Increasing with Older Adults
Creation Still Skews Young
Which of the following activities have you
conducted monthly or more frequently in the past
year? (Select all that apply)
JupiterResearch/Ipsos-Insight Entertainment and
Media Consumer Survey (09/06), n2,168 (US only)
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Key Findings Blogs RSS Survey
80 of users surveyed read blogs at least once a
month
63 said blogs are equal to or more credible than
news outlets 56 said blogs are equal to or more
credible than analyst reports
Generally speaking, are blogs more or less
credible compared to the following information
sources?
How often do you read blogs?
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Social Media overlaps all areas
Social Media
Q3. In a typical week, what percentage of the
time you spend online is spent on each of the
following activities?
JupiterResearch/Ipsos-Insight Entertainment and
Media Consumer Survey (09/06), n2,168 (US only)
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Social Media Whos Using it?

• Closer look

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Who is the Social Customer

• Active Passive
• Loyal vs. Advocate
• Consumer Contributor

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Whos The Social Customer

• What do they Say?
• I want to have a say
• I want to know when something is wrong
• I want to help shape things I find useful
• Dont want to talk to salesperson
• Want to buy things on my schedule
• I want to tell you when you are screwing up
• I want to do business with Transparent Companies
• Chris Carfi Blog

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Breakdown of Social Customers
Source Forrester Benchmark Survey
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Social Media What to do about it?
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Well, not much so far

• 64 Joint Online Offline experience for
  meaningful engagement
• 84 have not started mapping out touch points
• 95 personalized experience essential
• But, 37 not doing any personalization
• 32 of businesses Fully Engaged in Web 2.0
  Strategy
• BPT Partners Information Week

• Competitive Advantage?

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What are you afraid of?
How do I respond to that on our Blog?
_at_!
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Top 5 Business applications

• Blogs
• Forums
• Communities
• Video Sharing
• Wikis

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Blogs

• A blog is a user-generated website where entries
  are made in journal style and displayed in a
  reverse chronological order.
• Examples of Success
• iLounge
• HackingNetflix
• StarbucksGossip

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Forums

• An Internet forum is a facility on the World Wide
  Web for holding discussions and posting user
  generated content, or the web application
  software used to provide this facility.
• Success Example
• ItToolBox

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Community (Social Networks)

• A social network is a social structure made of
  nodes (which are generally individuals or
  organizations) that are tied by one or more
  specific types of relations, such as financial
  exchange, friendship, hate, trade, web links, or
  airline routes.
• Success Examples
• LinkedIn

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Wikis

• A wiki (IPA 'w?.ki? or 'wi?.ki?1) is a
  website that allows visitors to add, remove, edit
  and change content, typically without the need
  for registration. It also allows for linking
  among any number of pages. This ease of
  interaction and operation makes a wiki an
  effective tool for mass collaborative authoring.
  
• Example of Success
• Wikipedia

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Video Sharing

• Video sharing refers to websites or software
  where a user can distribute their video clips.
  Some services may charge, but the bulk of them
  offer free services.
• Examples of Success
• YouTube.com
• vMix.com

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Why does it Matter?

• The conversation is happening either you are a
  part of it or not (raising children)
• 30 who read blog/post more likely to purchase
• 80 who contribute more likely to purchase
• CoreMetrics, Web 2.0 Study

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Dont forget SEO Benefits

• On Page Content Galore
• Off Page Links from
• Blogs/forums posts
• Wiki links with high authority
• Social Networking sites

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Why Now? The Perfect Storm

• Web 2.0 Technologies
• Broadband Proliferation
• Online Adoption

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What about the long-term

• Lifetime Value
• Loyalty Retention
• Advocacy
• Brand Equity
• Emotional Connection

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How to Start Ask Yourself

• Who is my audience?
• What do they want?
• Do we want to be part of the conversation?
• Do we honest customer feedback?
• What is the objective of the ..(exBlog)?

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Suggestions

• Participate in other Blog, Forums, Communities
• Invite your customers to be part of the
  conversation
• Replicate Success
• Test New Ideas
• Micro site Private Label

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Take Away

• Want Updated PPT?
• Online Marketing Summit Information
• www.OnlineMarketingSummit.com
• New Marketers Online Knowledge Resource
  Community?
• Aaron_at_BusinessOL.com