tag:www.econsultancy.com,2008:/topics/privacy-data-protection Latest Privacy & data protection content from Econsultancy 2018-04-18T17:21:14+01:00 tag:www.econsultancy.com,2008:TrainingDate/3537 2018-04-18T17:21:14+01:00 2018-04-18T17:21:14+01:00 GDPR Essentials for Marketers - Online <p>This online course will help you learn everything you need to know about the General Data Protection Regulation (GDPR) before it comes into force in May 2018, and crucially: what to do about it.</p> <h4>In association with:</h4> <p><img src="http://image.mail.centaurmedia.com/lib/fe9612747465007c7d/m/2/logo_RGB_web.png" alt="" width="250" height="150">       </p> <p> <img src="https://cdn.frontify.com/api/screen/thumbnail/EAzkFg3Qo4YvWC4ph_8yDMC_6Ml5rGzx333b8HZkq4KJx64s6xyk9RzcSAvrX2PW9ftJln_n7gjA8HJCDP8ZQg/800" alt="" width="300" height="100"> </p> tag:www.econsultancy.com,2008:TrainingDate/3536 2018-04-18T17:12:20+01:00 2018-04-18T17:12:20+01:00 GDPR Essentials for Marketers - Online <p>This online course will help you learn everything you need to know about the General Data Protection Regulation (GDPR) before it comes into force in May 2018, and crucially: what to do about it.</p> <h4>In association with:</h4> <p><img src="http://image.mail.centaurmedia.com/lib/fe9612747465007c7d/m/2/logo_RGB_web.png" alt="" width="250" height="150">       </p> <p> <img src="https://cdn.frontify.com/api/screen/thumbnail/EAzkFg3Qo4YvWC4ph_8yDMC_6Ml5rGzx333b8HZkq4KJx64s6xyk9RzcSAvrX2PW9ftJln_n7gjA8HJCDP8ZQg/800" alt="" width="300" height="100"> </p> tag:www.econsultancy.com,2008:BlogPost/69957 2018-04-17T10:30:00+01:00 2018-04-17T10:30:00+01:00 Why did JD Wetherspoon delete its social media accounts, and was it the right marketing decision? Sean Cole <p><img src="https://assets.econsultancy.com/images/0009/3646/Screen_Shot_2018-04-16_at_08.17.14.png" alt="wetherspoons social media statement" width="450"></p> <p>JD Wetherspoons has suggested that such activity doesn’t take place on their social accounts, which has left some wondering if there is more to this than meets the eye. As many companies, especially those that are as well-known and widely available as JD Wetherspoon, rely heavily on social media for important business functions like customer service, updating followers with news and information, and customer feedback/reviews, it could be argued that this is a drastic measure to tackle something that doesn’t seem to directly affect the company.</p> <p>On the other hand, could it genuinely save the company money, or make sense to take a step back from social media platforms, amidst controversy surrounding customer data? JD Wetherspoon famously <a href="https://www.marketingweek.com/2017/07/05/wetherspoon-data-email-marketing-gdpr/">deleted its email database in 2017</a>, amidst nervousness about the forthcoming enforcement of the <a href="https://econsultancy.com/hello/gdpr-for-marketers/">GDPR</a>.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Spoons and Tim Martin seem to be making a lot of self-righteous noise to justify closing their social media accounts, but honestly reckon this is another cost-cutting move from a businessman who’s always been a believer in marginal gains.</p> — Clement Murphy (@ClemMurphy) <a href="https://twitter.com/ClemMurphy/status/985783876059615233?ref_src=twsrc%5Etfw">April 16, 2018</a> </blockquote> <p>To make some more sense of all of this, we reached out to some social media experts for their take on the announcement.</p> <h3>This is all about budget and brand</h3> <p><strong><a href="https://www.linkedin.com/in/michellegoodall/">Michelle Goodall</a>, social media consultant (and trainer of Econsultancy's <a href="https://econsultancy.com/training/courses/fast-track-digital-marketing/">Fast Track Digital Marketing</a> and <a href="https://econsultancy.com/training/courses/social-media-and-online-pr">social media courses</a>):</strong></p> <p>"I think that this is a budgetary decision and the ‘bad publicity surrounding social media” is a convenient smokescreen. The value of social media as a channel for PR acquisition and retention purposes will have been reviewed with a critical, cost-conscious eye. </p> <p>"Maintaining Facebook Pages, Twitter accounts and handling customer service issues requires significant resource. <a href="https://wetherspoonscarpets.tumblr.com/">A Tumblr dedicated to Wetherspoon’s carpets</a> is a lot of fun, but it hasn’t made me take my family for a Sunday Roast to admire the Axminster.</p> <p>"’Spoons is a 40 year old brand. Everyone in the UK knows exactly who they are and what they offer - value, convenience, consistency, unpretentiousness. You either love them, or will never be a customer. </p> <p>"Social media won’t drive price-sensitive students in droves to their pubs - they are already in there, along with families enjoying a cheap meal out, businesspeople eating full English Breakfasts and the traditional British pub clientele."</p> <p><strong><a href="https://willfrancis.com/">Will Francis</a>, Founder &amp; Creative Director, VANDAL:</strong></p> <p>"A really interesting move from a well-known brand. Some are claiming it’s a publicity stunt, and others that it’s to get away from post-Brexit criticism (the chairman Tim Martin was a prominent Vote Leave supporter) not to mention the vast multitude of bad reviews of their pubs. I think it’s probably all those things, but ultimately in saying "I don’t believe that closing these accounts will affect our business whatsoever” (quoted from a now-unavailable tweet) Martin is mostly right. A 900-outlet food and beverages brand will always struggle to make meaningful use of social, without heavy investment and best practice down to local level."</p> <h3>Social media is hard...</h3> <p><strong><a href="https://www.linkedin.com/in/joannahalton">Joanna Halton</a>, Founder at Jo &amp; Co. and digital marketing lecturer at Manchester Metropolitan University:</strong></p> <p>"The statement they gave seemed woolly and slightly bizarre, mentioning the general social media climate, MP trolling and concerns around the addictive nature of the platforms themselves. Slightly odd from a company that serves alcohol from 9am.</p> <p>"What else could be the motivation? It appears that Wetherspoons had accounts for nearly all their 900 pubs, as well as their central accounts. Many of the individual pages had fewer than 1,000 likes and were unlikely to be seen in users’ feeds. To maintain content, keep relevancy and police that many accounts would be an immense drain on resource. Without a proper strategy in place, it's improbable that the potential benefits of the channels are outweighing the negatives."</p> <p><strong>Will Francis:</strong></p> <p>[Social success] for me would mean messaging from the brand on the level of someone like Nando’s where you’re seeing great, engaging and fun content marketing that genuinely builds and retains an audience; complemented by branch-level accounts that engage directly with that outlet’s local community but remain true to the brand (wittily-written, beautiful imagery) as Waterstones do. If they can’t do that they’re just drowning in trolls, poorly maintained pages and bad reviews. After all, today’s digital landscape  - saturated, splintered, algorithmic - is not kind to anything other than brilliantly executed marketing.</p> <h3>...but social conversation will continue regardless</h3> <p><strong><a href="https://www.linkedin.com/in/depeshmandalia">Depesh Mandalia</a>, Founder &amp; CEO, SM Commerce:</strong></p> <p>"As a bricks and mortar establishment, will JD Wetherspoon suffer from being away from social media? Maybe not as much as many businesses that have a high percentage of sales driven by social media platforms but there may be a knock-on impact at a local level.</p> <p>"In addition, what will happen is that those that wish to continue the conversation, good or bad about JD Wetherspoon will spin off into their own profiles or groups. Are they likely to download the app or email them through the website? Looking through Facebook for example, each of their locations has a page set up, with ratings and reviews, opening times, menus and special offers with a good number of followers for each location. Social media is a far easier medium for people to converse with the brands they love [than a website or app]."</p> <h3>'Spoons would rather deal with customer service in situ...</h3> <p><strong>Michelle Goodall:</strong></p> <p>"When it comes to customer service, I imagine that they would prefer to deal with any complaints or issues in situ rather than in social media, where a central team would have to speak to venue managers to understand and resolve or rebutt many of the issues. </p> <p>"Various polarising political issues and the “bad publicity surrounding social media” will have been factored in. Chairman and founder, Tim Martin maintains a very public position on Brexit and I’m sure the corporate communications team has had to handle a number of negative/trolling comments, but I doubt that this was the single deciding factor.</p> <p>"I’d be surprised if they don’t keep a single corporate PR presence on Twitter in place at the very least, publishing corporate news but not responding to tweets/enquiries."</p> <h3>...but no other tool is as good at a local level</h3> <p><strong>Depesh Mandalia:</strong></p> <p>"Whilst much of the local information is already covered in places like Tripadvisor and Google, what's going to change is that they won't be able to own the narrative as they could on Twitter and Facebook, which have allow them to connect better at a local level. How else will Sirhowy JD Wetherspoon Blackwood get the message out about Chicken Club as easily as they could with Facebook or Twitter?</p> <p>"Combine that with their deleting every single customer email, it's a marketers nightmare - to cut off key digital communication with loyal customers and rely solely on the mobile app, inbound emails, local flyers and word of mouth. I'm not sure deleting all emails and social profiles is the most beneficial growth decision they could have made, even if their intent is noble. Nobility and business growth don't always go hand in hand."</p> <p><strong>Joanna Halton:</strong></p> <p>"A bit of online research suggests that Wetherspoons have been <a href="https://www.theguardian.com/business/2018/apr/16/jd-wetherspoon-closes-all-social-media-accounts">receiving a number of negative reviews</a> and comments across their social properties. This will not come as a surprise to anyone who has ever worked in the service industry on social media. However, by deleting their accounts, Wetherspoons have lost their only mechanism to publicly address and resolve these claims. Without an outlet, these types of comments tend to have a nasty habit of leaking onto other properties like Yelp or Google reviews."</p> <h3>Social has actually generated some good PR for 'Spoons lately</h3> <p><strong>Joanna Halton:</strong></p> <p>"One of the biggest shames about this move is that other businesses, which could really thrive on these platforms, might now see this as evidence that they shouldn’t use it.</p> <p>"Aside from this, it is amusing that they’ve chosen to delete their social accounts when Wetherspoons have been getting quite a bit of attention (and likely money!) from social lately, particularly Twitter, due to their app. Famous cases have led others to share their table number and location in an attempt to garner beverage and food gifts from other benevolent social media and Wetherspoon app users. <a href="https://www.thepoke.co.uk/2018/02/12/free-drinks-wetherspoons-woman/">Who could forget those infamous four gravy boats of peas?!</a></p> <p>"Whatever the rationale, it’ll be interesting to see how this one plays out. Who else is thinking there could be a very public social media re-launch in a month or two…?"</p> <h3>This is a pivotal time for social media platforms</h3> <p><strong><a href="https://www.linkedin.com/in/gregallum">Greg Allum</a>, Head of Social, Jellyfish:</strong></p> <p>"These are interesting times for social as companies wrestle with the potential societal impact of social media channels. It is reminiscent of the gaming industry in the 90s, which came under fire for negatively influencing individuals. As with the gaming industry, social media platforms are undergoing a deep analysis of their purpose, principles and value. This is a positive move in the mid-long term, as it will allow these platforms that have grown rapidly to re-assess their approach to audience data, which is much needed.</p> <p>"The power of social media continues to drive value for a majority of brands, and will continue to do so in its current guise. At best, social media, in particular Facebook, can target audiences at scale and reach them with content that resonates, whilst allowing us to measure the impact of this effectively. At worst, brands can target audiences at scale with poorly crafted content that interrupts and weakens a user's experience, whilst potentially damaging their reputation."</p> <p><a href="https://econsultancy.com/reports/social-media-best-practice-guide/"><img src="https://assets.econsultancy.com/images/0009/3234/Social_Media_Best_Practice_Widget__1_.png" alt="social media report banner" width="615" height="243"></a></p> tag:www.econsultancy.com,2008:BlogPost/69945 2018-04-16T14:59:54+01:00 2018-04-16T14:59:54+01:00 Companies around the world are worried about the GDPR: study Patricio Robles <p>Those fines likely explain why, according to <a href="https://www.netapp.com/us/media/netapp-gdpr-survey-findings.pdf">a survey</a> conducted by NetApp, which polled over 1,100 C-suite executives, CIOs and IT managers, companies around the globe <a href="https://www.businesswire.com/news/home/20180411005738/en/45-Days-76-U.S.-Organizations-Concerned-Meeting">are worried</a> about the potential effects of the GDPR on their businesses. </p> <p>44% of the companies NetApp surveyed fear that they could lose revenue because of a failure to comply with the GDPR. In the US, the percentage is even higher, with just over half of companies expressing this concern.</p> <p><img src="https://assets.econsultancy.com/images/0009/3584/netapp-gdpr.png" alt="" width="800"></p> <p>Globally, half of companies also worry that a failure to comply with the GDPR could result in reputational harm, a fear that doesn't seem misplaced given the fallout from <a href="https://www.econsultancy.com/blog/69902-facebook-is-in-real-trouble-what-it-could-mean-for-marketers">Facebook's Cambridge Analytica scandal</a>. Econsultancy's <a href="https://www.econsultancy.com/reports/a-marketer-s-guide-to-the-general-data-protection-regulation-gdpr">own GDPR research</a> shows a starker picture, with 70% of brands very or somewhat concerned about the damage to brand reputation associated with non-compliance.</p> <p>But the concern around GDPR compliance cuts way deeper than revenue loss and reputational damage. Globally, 35% of companies fear that the financial penalties possible under the GDPR could imperil their very existence. In the UK and US, over 40% feel this way, according to NetApp.</p> <p>Unfortunately, while awareness of the GDPR is relatively high, two-thirds of companies are not confident they'll be in compliance with the GDPR when it goes into effect. Beyond the general complexity of the GDPR, there's a seemingly good explanation for this: well under half (40%) of those polled by NetApp indicated that their businesses are confident they know where their data is stored.</p> <p>According to NetApp, “Understanding where data is stored is the first step for businesses towards GDPR compliance.” In other words, it's hard to comply with the GDPR if you don't know where the data you're required to protect actually lives.</p> <p>Econsultancy's GDPR research is perhaps more optimistic than the NetApp figures, with 33% of clientside marketers saying they already have a plan or framework in place for compliance and 50% saying that whilst they don't yet have a plan, they are working on one.</p> <h3>A silver lining</h3> <p>The good news for companies is that despite any challenges they face in complying with the GDPR, the opportunities will arguably far outweigh the costs. As Kieran Flanagan recently explained, <a href="https://econsultancy.com/blog/69870-gdpr-why-the-opportunities-far-outweigh-the-costs">the GDPR will help companies deliver better user experiences and use their data more effectively</a>.</p> <p>“If you focus on this as an opportunity to improve how you handle data and how you engage with your prospect and customers, you'll see that this is a step in the right direction,” he suggested.</p> <p>What's more, given the likelihood that rules similar to those promulgated by the GDPR are eventually likely to be enacted in other parts of the world, including in the US, companies that make the effort and investments necessary to comply with GDPR should be well-positioned to deal with new legislation. This is likely to be especially true for businesses <a href="https://econsultancy.com/blog/69935-companies-should-consider-embracing-the-gdpr-even-where-they-don-t-have-to">that embrace the GDPR as a global standard</a>.</p> <p><a href="https://www.econsultancy.com/reports/a-marketer-s-guide-to-the-general-data-protection-regulation-gdpr"><img src="https://assets.econsultancy.com/images/0009/3207/gdpr_report.png" alt="gdpr" width="615" height="243"></a></p> tag:www.econsultancy.com,2008:BlogPost/69947 2018-04-16T13:39:46+01:00 2018-04-16T13:39:46+01:00 Five things we learned from Mark Zuckerberg's Capitol Hill testimony Patricio Robles <p>Here's what we learned from Zuckerberg's <a href="https://www.washingtonpost.com/news/the-switch/wp/2018/04/10/transcript-of-mark-zuckerbergs-senate-hearing/">two days of testimony</a>.</p> <h3>Many lawmakers know very little about technology</h3> <p>It was readily apparent that many of the lawmakers questioning Zuckerberg had, at best, a rudimentary understanding of the digital technologies associated with Facebook. Specifically, lawmakers seemed to struggle to get their heads around digital advertising ecosystem and how data is collected and used to target advertisements to consumers through digital channels.</p> <p>This worked to Zuckerberg's advantage, particularly on the first day of his testimony. Instead of hitting the Facebook CEO with meaningful if not insightful questions, Zuckerberg was able to spend much of his time educating lawmakers on concepts familiar to professionals as well as tech savvy consumers.</p> <h3>There's a lot Mark Zuckerberg claims he doesn't know</h3> <p>While it's clear that many lawmakers could use a digital crash course, it also became clear that there's a lot Facebook's CEO apparently doesn't know about his own company's operations. Zuckerberg told lawmakers “I'll have my team get back to you”, or some variation of that, <a href="https://www.wired.com/story/mark-zuckerberg-will-follow-up/">dozens of times</a>.</p> <p>The Facebook chief's apparent lack of knowledge raised lots of eyebrows and some observers suggested his lack of knowledge was feigned ignorance in some instances.</p> <p>Take, for example, U.S. Senator Roger Wicker's <a href="https://www.news18.com/news/tech/does-facebook-track-your-activities-even-after-you-log-out-zuckerberg-doesnt-know-1714507.html">question</a>, “There have been reports that Facebook can track user's browsing activity even after the user has logged off the Facebook platform. Can you confirm whether or not this is true?”</p> <p>The Facebook chief told Wicker that in the interest of accuracy, “it'll probably be better to have my team follow up with you on this.” Of course, the answer to Wicker's question was <em>yes</em>. In fact, last year, Facebook managed to successfully defend itself against a lawsuit <a href="https://www.theguardian.com/technology/2017/jul/03/facebook-track-browsing-history-california-lawsuit">related to its tracking of users after they had logged out</a>.</p> <h3>Facebook is relying heavily on AI</h3> <p>Investment in AI is booming in lots of industries, including <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing">marketing</a>, <a href="https://www.econsultancy.com/blog/69797-how-ai-is-transforming-healthcare">healthcare</a> and <a href="https://www.econsultancy.com/blog/69732-td-bank-s-acquisition-of-an-ai-firm-highlights-the-growing-importance-of-ai-in-banking">banking</a>. When it comes to many of the challenges Facebook is facing, such as hate speech and extremist content, both of which have been implicated in brand safety scandals, Zuckerberg's responses revealed that Facebook is betting AI will play a major role in solving them.</p> <p>In one exchange, Zuckerberg stated “building AI tools is going to be the scalable way to identify and root out most of this harmful content.” But he also later acknowledged that AI introduces a plethora of thorny ethical issues.</p> <p>He also admitted that AI isn't perfect, revealing that while Facebook's current AI tech has been successful in identifying terrorist content, hate speech is much more difficult to identify in part because what constitutes hate speech is often subject to debate. While Zuckerberg is obviously optimistic about his company's ability to improve his company's AI tech, the question is what it will do if AI doesn't prove to be as effective as Zuckerberg expects it to be.</p> <h3>It doesn't appear that regulation is imminent</h3> <p>Will Facebook face a regulatory crackdown? Reading between the lines last week would suggest that lawmakers are likely to do something. But there were few indications that slapping new regulations on Facebook will be a top priority.</p> <p>To the contrary, there were many indications that lawmakers would tread carefully and continue their fact-finding efforts. It was also fairly obvious that Facebook will have a warm seat at the table when lawmakers do get down to business drafting legislation, which isn't surprising given that the company, like most its size, has a small army of lobbyists and has contributed funds to many lawmakers.</p> <h3>But this is just the beginning</h3> <p>While Zuckerberg managed to leave Washington D.C. largely unscathed thanks in large part to technologically challenged lawmakers, Facebook is not out of the woods. </p> <p>Despite suggestions that Facebook's biggest crisis will blow over, the sentiment around privacy and user data has changed and with the <a href="https://econsultancy.com/hello/gdpr-for-marketers/">GDPR</a> coming into effect in the E.U. and U.K. in a little over a month, as this author <a href="https://www.econsultancy.com/blog/69935-companies-should-consider-embracing-the-gdpr-even-where-they-don-t-have-to">argued previously</a>, the free-for-all environment that companies have been operating in is going away.</p> <p>Up next: expect lawmakers to expand their scrutiny to other large tech companies, including Google, which might be sitting on an even larger treasure trove of user data than Facebook. In fact, one lawmaker even asked Mark Zuckerberg if he'd offer suggestions for other individuals they should ask to appear. We'll see if Zuckerberg's team gets back to him on that request.</p> tag:www.econsultancy.com,2008:TrainingDate/3532 2018-04-13T12:14:22+01:00 2018-04-13T12:14:22+01:00 GDPR Essentials for Marketers - Online <p>This online course will help you learn everything you need to know about the General Data Protection Regulation (GDPR) before it comes into force in May 2018, and crucially: what to do about it.</p> <h4>In association with:</h4> <p><img src="http://image.mail.centaurmedia.com/lib/fe9612747465007c7d/m/2/logo_RGB_web.png" alt="" width="250" height="150">       </p> <p> <img src="https://cdn.frontify.com/api/screen/thumbnail/EAzkFg3Qo4YvWC4ph_8yDMC_6Ml5rGzx333b8HZkq4KJx64s6xyk9RzcSAvrX2PW9ftJln_n7gjA8HJCDP8ZQg/800" alt="" width="300" height="100"> </p> tag:www.econsultancy.com,2008:BlogPost/69919 2018-04-04T18:42:00+01:00 2018-04-04T18:42:00+01:00 Facebook will soon require marketers to confirm they have user consent for Custom Audiences Patricio Robles <p>Facebook is building a tool that will require marketers “represent and warrant” to Facebook that they have this permission at the time they upload the data. While Facebook spokesperson Elisabeth Diana told TechCrunch that the company has always had terms around consent, “we're going to make that much more prominent and educate advertisers on the way they can use the data.”</p> <h3>Rules versus enforcement</h3> <p>When asked, Facebook's Diana did not indicate whether Facebook has actually ever cracked down on a marketer for a violation of these terms in connection with the use of Custom Audiences, and therein lies the problem for the world's largest social network: the Cambridge Analytica scandal suggests that Facebook has been lax when it comes to enforcing terms intended to protect users, is unable to police its platform because it's too big and open, or both.</p> <p>It's not clear that requiring marketers have consent to use the data they upload to Facebook Custom Audiences will actually prevent marketers from abusing the rules. After all, nothing will stop a less-than-savory marketer from representing to Facebook that it has consent when it doesn't, and it will be very difficult if not virtually impossible for Facebook to proactively identify violations.</p> <h3>A sea change for data on Facebook</h3> <p>Even if requiring marketers to explicitly state they have permission to use data doesn't in and of itself prevent abuse, it does suggest that Facebook is laying the groundwork to crack down on marketers if it's later discovered that they broke the company's rules. </p> <p>Once Facebook has a record of a marketer representing that its data use is above board, punishing it or terminating its relationship will be easier if Facebook learns the representation wasn't true. It could possibly even allow Facebook to take legal action against violators.</p> <p>When coupled with Facebook's <a href="https://www.recode.net/2018/3/28/17174098/facebook-data-advertising-targeting-change-experian-acxiom">decision to eliminate its Partner Categories targeting options</a>, which gave marketers the ability to target people based on offline behaviors tracked by third party partners, it's clear that Facebook is getting serious about how data is used on its platform.</p> <h3>Implications for marketers</h3> <p>That obviously, has significant implication for marketers. Specifically, Facebook's pending Custom Audiences certification requirement is a clear indication that the anything goes, Wild Wild West environment that has existed for years on the world's largest social network is fast coming to an end.</p> <p>But this trend change isn't just about Facebook's ongoing woes, and it <a href="https://www.cnbc.com/amp/2018/03/29/facebook-has-rolled-out-privacy-changes%E2%80%94but-its-doing-it-for-gdpr.html">isn't even exclusive</a> to Facebook. That's because the <a href="https://econsultancy.com/hello/gdpr-for-marketers/">GDPR</a> is coming into force in less than two months and under the GDPR, marketers will be required to obtain the consent Facebook is asking marketers to represent they have anyway. So more than anything else, Facebook's Custom Audiences update is just another reminder that the game is changing and marketers need to be prepared if they want to keep playing.</p> tag:www.econsultancy.com,2008:BlogPost/69909 2018-04-01T10:22:28+01:00 2018-04-01T10:22:28+01:00 Why GDPR means it’s time to get to know your customers John Snyder <p>But contrary to popular belief, this regulation shouldn’t be feared. In fact, the <a href="https://econsultancy.com/hello/gdpr-for-marketers/">GDPR</a> is possibly the best thing that could have happened to brands. It forces an entire industry to rethink its reliance on third party data and instead appreciate how important it is to focus on a brand’s own first-party data..</p> <p>While this shift in how advertisers reach consumers digitally might initially be frightening, it’s time to embrace the opportunities. Why? Because done correctly, it will mean more transparent and better relationships with consumers.</p> <p>Ultimately, GDPR will force a moment of self-reflection and present brands with the chance to become the best versions of themselves. And here are a few ways brands can go about achieving this:</p> <h3>Get to know your real customers </h3> <p>Brands have been using third-party data and cookies as a source of targeting and new audience acquisition, but a much better approach has always been to create targeting profiles based on their own customer data. This data is so much more valuable because it’s based on consumers who have engaged directly with the brand.</p> <p>So, it is now time for brands to take a step back and understand the characteristics, patterns and trends of people who are actually buying from them, then use those insights to identify others with similar traits and behaviours. </p> <h3>Real-time targeting based on real-time actions</h3> <p>Something that doesn’t get discussed enough is that cookie-based targeting is in fact brands having real-time conversations with consumers as a result of their past behaviours. Let’s be honest, how many times has someone been followed around the web with ads for a pair of jeans they had researched a couple of weeks before, and then had bought in-store straight away?</p> <p>It’s now time to find ways of targeting consumers solely on what they’re engaging with in the moment. Conversations must be contextually relevant. To do this effectively, brands will need to understand what their users are reading or viewing, and the context of what’s being presented. </p> <p>If brands can understand the content on the page at that exact moment, they can also begin to determine the audience that will gravitate towards it, and then determine the best suited ad content to serve. Put simply, if they focus on the immediate context and less on what a consumer might have done or bought a week ago, advertising is much more likely to be welcomed. </p> <h3>Win back trust </h3> <p>The GDPR isn’t random; it’s a response to consumers wanting more control and consciousness with their data. Consumers are now seeking value, efficiency and experiences through the brands they engage with. Brands therefore need to prove why they should have a place in a consumer’s inbox or on their home screen. GDPR will inevitably refocus brands on nurturing the users they have, pushing them to add value at each turn.</p> <p>It’s always been imperative to have messaging that’s relevant to your audience,  but by focusing on individual journeys, brands can ensure they are also delivering quality experiences. Every single touch-point and channel engagement with a brand, is an opportunity for them to add value to their intended consumer. It’s no longer about building the biggest database, it’s about serving engaged customers with content that is relevant, timely and welcomed. </p> <p>Ultimately GDPR’s message to advertisers is this: know your customers better, be present, earn their affection – maybe even their data. It’s time to move from transactional to relatable.</p> <p><a href="https://www.econsultancy.com/reports/a-marketer-s-guide-to-the-general-data-protection-regulation-gdpr"><img src="https://assets.econsultancy.com/images/0009/3207/gdpr_report.png" alt="gdpr report banner" width="615" height="243"></a></p> tag:www.econsultancy.com,2008:BlogPost/69902 2018-03-27T11:00:00+01:00 2018-03-27T11:00:00+01:00 Facebook is in real trouble: What it could mean for marketers Patricio Robles <h3>This time it's different</h3> <p>Facebook is no stranger to controversy and PR crises. For years, every move the world's largest social network has made has been put under a microscope and when it has made mistakes, the company has by and large been called out on them. Through trial by fire, the company has become adept at putting out PR fires.</p> <p>But the Cambridge Analytica backlash isn't like any PR fire Facebook has put out before for a number of reasons, including:</p> <p><strong>It comes at a time when a growing number of users are already engaging less and less with Facebook. </strong></p> <p><strong>It comes at a time when public opinion on large tech companies, including Facebook, has significantly soured.</strong> Concerns over foreign meddling in elections, fake news and censorship have managed to unite individuals and lawmakers of all political persuasions.</p> <p><strong>Polls indicate that trust in Facebook has plummeted in the wake of the Cambridge Analytica scandal.</strong> <a href="https://www.reuters.com/article/us-facebook-cambridge-analytica-apology/americans-less-likely-to-trust-facebook-than-rivals-on-personal-data-idUSKBN1H10AF">According to a Reuters/Ipsos poll</a> released Sunday, well under half of Americans (41%) now trust Facebook to obey U.S. privacy laws. While big tech companies have been under fire, 66%, 62% and 60% of Americans indicated they trust Amazon, Google and Microsoft, respectively.</p> <p><strong>The backlash has not only been sustained, but has spread to Facebook's stock.</strong> Apparently a good number of investors are not happy with the constant stream of negative headlines and more than $80bn in share value was erased as investors sold Facebook stock last week.</p> <p><strong>People associated with Facebook are turning on the company.</strong> For example, Brian Acton, the co-founder of WhatsApp, which Facebook purchased for nearly $20bn in 2014, publicly endorsed the idea that users should delete Facebook.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">It is time. <a href="https://twitter.com/hashtag/deletefacebook?src=hash&amp;ref_src=twsrc%5Etfw">#deletefacebook</a></p> — Brian Acton (@brianacton) <a href="https://twitter.com/brianacton/status/976231995846963201?ref_src=twsrc%5Etfw">March 20, 2018</a> </blockquote> <p><strong>Mark Zuckerberg is getting involved in a big way.</strong> The company's CEO normally likes to communicate with the public through well-crafted Facebook posts but has been forced out of his comfort zone by this crisis. He conducted <a href="https://www.cnn.com/2018/03/21/us/mark-zuckerberg-facebook-latest/index.html">a CNN interview</a>, which was followed by <a href="https://qz.com/1236981/facebook-and-mark-zuckerberg-buy-newspaper-ads-to-say-sorry/">full-page apologies in major newspapers in the U.S. and U.K.</a></p> <p><strong>Regulators around the world seem more serious than ever about regula</strong><strong>ting Facebook and potentially punishing it for the Cambridge Analytica transgression.</strong> In the U.S., the Federal Trade Commission (FTC) <a href="https://www.cnbc.com/2018/03/26/ftc-confirms-facebook-data-breach-investigation.html">confirmed</a> Monday that it has opened a non-public investigation that could have serious consequences for Facebook as the company signed a consent decree with the consumer protection agency in 2011. If Facebook is found to have violated that decree, it could face harsh financial penalties of up to $40,000 per violation.</p> <p>If the above wasn't bad enough, perhaps the biggest indication that this time it's different for Facebook is that some advertisers are starting to press pause, something they've never done before. Last week, Mozilla Corp., the maker of popular software including the Firefox browser, and Commerzbank, Germany's second largest bank, announced that they were suspending their ad campaigns on the social network. On Monday, <a href="https://www.reuters.com/article/us-facebook-cambridge-analytica-pep-boys/pep-boys-suspends-facebook-ads-after-data-security-breach-idUSKBN1H21OH">they were joined by Pep Boys</a>, a major U.S. automotive retailer.</p> <p>In a statement, Pep Boys CMO Danielle Porto Mohn explained, "We are concerned about the issues surrounding Facebook and have decided to suspend all media on the platform until the facts are out and corrective actions have been taken."</p> <h3>What's next?</h3> <p>It's likely that Mozilla, Commerzbank and Pep Boys won't be the only advertisers to halt their campaigns or cut back on ads on the social network while the situation plays out. And there's the chance that as Facebook is put under the biggest microscope imaginable, <a href="https://www.usatoday.com/story/tech/news/2018/03/26/facebook-scrutinized-pulling-android-data/457834002/">other issues will be discovered</a> and Cambridge Analytica will prove to be just the beginning of its woes, not the end of them.</p> <p>While it's too early to predict what exactly will happen next, it's not too early for marketers to start contemplating the possibility that this crisis is going to change Facebook, and social media generally, forever.</p> <p>At this point, it seems probable that Facebook and services like it will be forced to submit to greater regulation. The <a href="https://econsultancy.com/hello/gdpr-for-marketers/">GDPR</a> will likely just be the start. Countries within the E.U., <a href="https://www.bloomberg.com/news/articles/2018-03-26/germany-seeks-tighter-facebook-controls-after-intolerable-leak">such as Germany</a>, are already suggesting tighter controls, and it would be surprising if the U.S. doesn't eventually adopt regulation similar to the GDPR. </p> <p>Some are pointing out that regulation could ironically help Facebook by creating barriers that smaller competitors won't have the resources to deal with, but that isn't necessarily good news for marketers. New regulations could make it more difficult for marketers to collect data from users and customers, and to use it to target customers on third-party platforms. In other words, marketers' ability to engage in retargeting, which is already impacted by the GDPR, could be hampered significantly by stronger regulations.</p> <p>New and stronger regulations would likely also hamper marketers' ability to use third party data. For example, when advertising through Facebook's Audience Network, marketers can take advantage of Facebook's data to target users based on demographics, interests, behaviors, locations and connections. They can also employ data from Facebook partners to target specific audiences. Tighter controls over the data third parties are allowed to offer in some form to marketers could upend the digital marketing ecosystem and especially hurt small and mid-size marketers that don't have huge repositories of first-party data.</p> <p><img src="https://assets.econsultancy.com/images/0009/3193/facebook-ads.png" alt="facebook ad platform" width="500"></p> <h3>The bottom line</h3> <p>Obviously, tech giants like Facebook, as well as large marketers and industry associations, aren't going to go down without a fight. Even if they resign themselves to greater regulation, you can be sure they'll be working behind the scenes to help craft that regulation as much as they can.</p> <p>But marketers, particularly those that don't have lobbyists of their own, should prepare for major changes in the coming weeks, months and years. Facebook's Cambridge Analytica crisis is arguably the watershed moment the industry has been hoping would never come: the incident that leaves the industry incapable of mounting a believable defense against the argument that it's not capable of policing itself.</p> <p><em><strong>Related resources:</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/a-marketer-s-guide-to-the-general-data-protection-regulation-gdpr/">A Marketer's Guide to the General Data Protection Regulation (GDPR)</a></li> <li><a href="https://econsultancy.com/training/courses/general-data-protection-regulation-gdpr-online">GDPR Essentials for Marketers - Online Training</a></li> <li><a href="https://www.econsultancy.com/training/courses/gdpr-data-driven-marketing">GDPR for Marketers Training</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69881 2018-03-20T09:39:00+00:00 2018-03-20T09:39:00+00:00 Four common misconceptions about the GDPR for marketers Donna-Marie Bohan <p>These findings are based on a survey conducted in January 2018 amongst over 1,000 marketers in the UK.</p> <p>In this post, I discuss some of the common questions and myths circulating about the GDPR discovered in the research.</p> <p><a href="https://econsultancy.com/reports/a-marketer-s-guide-to-the-general-data-protection-regulation-gdpr/"><img src="https://assets.econsultancy.com/images/0009/3207/gdpr_report.png" alt="gdpr report banner" width="615" height="243"></a></p> <h3>1. Obtaining consent</h3> <p>When marketers were asked about their top three priorities ahead of the legislation’s enforcement, 86% of client-side marketers and 77% of agency-side respondents indicated that they are prioritising a review of consent mechanisms for collecting and processing data.</p> <p><img src="https://assets.econsultancy.com/images/resized/0009/3019/econsultancy-gdpr-survey-priorities-blog-flyer.png" alt="Econsultancy GDPR survey - top three priorities ahead of May" width="470" height="344"></p> <p>The compliance conversation among marketers has been heavily centred on the notion of obtaining consent but there are, in actual fact, six legal grounds for processing personal data under the GDPR. In addition to consent – legitimate interests, public interest, contractual necessity, legal obligations and vital interests represent other legal grounds.</p> <p>RedEye Compliance Director Tim Roe notes the confusion and hype around consent:</p> <p>“For marketers, there’s a lot of confusion out there, which is stopping them from moving forward. On one side, they know that consent is not always a viable proposition but on the other side, they are being told by compliance people and they are being told by lots of consultants that they need consent…And people are creating less than ideal situations because they can’t comply in that way”. </p> <p>“The regulation was constructed in such a way that allows marketers to use legitimate interests for the majority of their data processing. All of the exciting stuff that we do, all the segmentation, the targeting and the profiling…all of that, in most cases, can be used under legitimate interests. That’s the major thing for marketers to realise”.</p> <h3>2. Appointing a Data Protection Officer</h3> <p>While over half (59%) of client-side respondents and 40% of agency respondents say that their organisations have either appointed or are planning to appoint a Data Protection Officer, it is not mandatory to do so unless in certain circumstances such as:</p> <ul> <li>Where the processing of personal data is done by a public authority, except for courts or independent judicial authorities when acting in their judicial capacity </li> <li>Large scale regular monitoring </li> <li>Large scale special data categories e.g. health records, criminal offences, mortgage applications</li> </ul> <p><img src="https://assets.econsultancy.com/images/resized/0009/3020/econsultancy-gdpr-survey-dpo-blog-flyer.png" alt="Econsultancy GDPR survey - appointing a DPO" width="470" height="344"></p> <h3><strong>3. The GDPR and Brexit</strong></h3> <p>It is a misconception that Brexit will mean that the GDPR will not have any impact in the UK. The UK will still be a part of the EU when the GDPR is introduced in May 2018 and will remain an EU member state for several months after that. The position for the UK after that is less clear and will depend on negotiations but the UK has already proposed a Data Protection Bill, which intends to modernise data protection laws in the region.</p> <p>Irrespective of Brexit, if British businesses want to do business in Europe and need to process the personal data of EU citizens, they will need to comply with the GDPR. The regulation has international implications as it concerns any organisation storing or processing EU personal data, regardless of where the organisation is located.</p> <h3><strong>4. The May ‘deadline’</strong></h3> <p>With the enforcement date looming, many businesses are understandably concerned with being ready and prepared in time for 25th May.</p> <p>Richard Merrygold, Group Data Protection Officer at HomeServe, says that the 25th May is only the start of your compliance journey:</p> <p>“This isn’t about the 25 May. It’s not a deadline. It’s not a hard stop. The 25th May is the beginning. If you do this properly and you approach it in the right way, this is a genuinely beneficial activity that can improve your organisation, improve your customer relationships. But you have to prepare to embrace a cultural change. I think in the short term it might be a little bit painful but in the long term, there will be some real customer benefits.”</p> <p>Compliance with the GDPR needs to be built into the culture of a company, and not just to an individual department or contract with an agency. Marketers therefore need to think about integrating their strategies with the efforts of other parts of a business and plan and execute in a holistic way. In this way, transitioning to a post-GDPR world will require compliance that is both ongoing and iterative.</p>