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Digital Privacy in Age of Transparency
DMA Agency Summit 08’
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
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
Who are You?
Your Challenges?
Biggest Digital Threat to Your Company ?
Biggest Digital Opportunity ?
Is Social Media Top of Mind ?
Quick Digital S.W.O.T.
Strength: Most have Policy in Place
Opt in Policy
Security Notification Breach Policy
Website Privacy Policy
SSL for secure information
Weakness: Technology of Data SecurityNeed 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
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.”
Real Threat: Education Client and Internal
Answer in age of Uncertainty: The User
The Golden Rule: Do unto others data, as you’d have done unto you
The Opportunity
Much greater than the threat..
..Enter Social Media
Social Media: What is it
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.
Characteristics
Web is the Platform
Collaboration is the method
Simple: Point, Click, Publish
Syndication, Ubiquitous and Immediate
From the Beginning of time…
Word of Mouth 42.6% Top Sales
influencers
Viral Marketing (online)
Bulletin Boards of 1995
Social Media: Impact Why it’s Changed the Game
Marketing Starts at Behavior
1. Start: Core Behavior
2. Determine: How/Where we Communicate
3. Learn: The Buying Cycle
Marketing Summation of 3
Human BehaviorIt has Changed!
Maslow’s Hierarchy of Needs
Then Now…
Blackberry
Cell phone
Laptop
Communication Has Changed…
One way vs. Two Way
Your own actions
1998
Phone Primary Tell me about it
Fax Secondary Fax me page of Catalog
Mail Tertiary Send me Catalog
2008 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?
Observation: Have we made the Shift?
“We goin’ to party (market) like it’s 1999”
Buying Cycle How we consume information and
Research
Where we spend our time
Source: ITA Toolbox/ Social Media Index via Web Strategist blog
2
3
3
4
4
7
10
17
19
1
0
2
2
2
2
5
15
15
0 4 8 12 16 20
Reading magazines
Playing games on your game console
Reading newspapers
Talking on a cell phone
Playing games on your desktop or laptopcomputer
Listening to recorded music
Listening to the radio
Watching TV
Going online
Mean Median
Most Individuals’ Media Consumption is Dominated by Internet and TV
JupiterResearch/Ipsos-Insight Individual User Survey (7/06), n = 4,182 (US only)
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’)
Time Spent in Week
Top Sales Influencers…
Internet 39%
TV 18%
Radio 12%
Magazine 3%
Newspaper 2%
So how does this compare with Marketing Spend?
Percent of Budgets
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
How we Market Brand, PR, Lead Gen and Medium
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
Let’s 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
PR: Blogs vs. Traditional
Readership of UGC Increasing with Older Adults; Creation Still Skews Young
39%
31%
17%
32%
21%
10%
23%
16%
4%
24%
12%
3%
22%
10%
1%0%
10%
20%
30%
40%
50%
Read commentsothers had posted on
a website
Posted comments ona website
Created a blog
18-24 25-34 35-44 45-54 55+
JupiterResearch/Ipsos-Insight Entertainment and Media Consumer Survey (09/06), n=2,168 (US only)
Which of the following activities have you conducted monthly or more frequently in the past year? (Select all that apply)
Key Findings: Blogs & RSS Survey
Generally speaking, are blogs more or less credible compared to the following information sources?
80% of users surveyed read blogsat least once a month
How often do you read blogs?
63% said blogs are equal to or more credible than news outlets
56% said blogs are equal to or more credible than analyst reports
KnowledgeStorm / Universal McCann Emerging Media Surveys
Social Media overlaps all areas
E-mail48%
Browsing websites
41%
Instant Messaging
7%
Watching video
4%
JupiterResearch/Ipsos-Insight Entertainment and Media Consumer Survey (09/06), n=2,168 (US only)
Q3. In a typical week, what percentage of the time you spend online is spent on each of the following activities?
Social Media
Social Media: Who’s Using it? Closer look
Who is the Social Customer
Active & Passive
Loyal vs. Advocate
Consumer & Contributor
Who’s 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
Don’t 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
Breakdown of Social CustomersMonthly Actions
Gen Y18 - 26
Gen X27 -40
Boomer41 - 50
Boomer +51 - 61
Creators Blog PublishWeb Page
15%22%
4%12%
2%7%
1%6%
Critics Visit Boards/ChatVisit Rating sites
32%17%
21%16%
14%12%
10%10%
Collectors Use RSSUse Social SitesUse Photo Sharing
4%37%29%
3%12%22%
2%6%13%
1%4%12%
CoachPotatoes
Read BlogsWatch VideoListen to Podcast
27%32%9%
14%25%6%
9%18%5%
7%12%4%
* Source: Forrester Benchmark Survey
Social Media: What to do about it?
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?
What are you afraid of…?
How do I respond to that on our
Blog?
@!%#*
Top 5: Business applications
Blogs
Forums
Communities
Video Sharing
Wiki’s
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
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
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
Wikis
A wiki (IPA: [ˈwɪ.kiː] or [ˈwiː.kiː][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
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
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
Don’t forget SEO Benefits
On Page: Content Galore
Off Page: Links from Blogs/forums posts Wiki links with high authority Social Networking sites
Why Now? The Perfect Storm
Web 2.0 Technologies
Broadband Proliferation
Online Adoption
What about the long-term
Lifetime Value
Loyalty & Retention
Advocacy
Brand Equity Emotional Connection
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 …..(ex:Blog)?
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
Take Away …
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