In a 2014 study of CEOs and CMOs, IBM found 63% wanted social strategies which generate business metrics while only 20% of businesses worldwide actually have them. This means strategies which not only grow your company’s social footprint but link to your sales and marketing systems. With this critical linkage, your social and mobile strategies will provide you with the ability to engage consumers at a 1-to-1 level and measure your social investments in terms of costs, revenues, profits and ROI. In this fifth MOOC of the Social Marketing Specialization - "The Business of Social" - you will learn how to transform your organization's social marketing from an untracked investment to an integral part of your company’s marketing strategy. You will learn the legal considerations involved as well as proven performance metrics and management tactics for success. Additional MOOC 5 faculty include: * Rich Gordon (Professor & Director of Digital Innovation, Medill, Northwestern) * Tom Collinger (Executive Director Spiegel Research Center and Senior Director Distance Learning, Medill Integrated Marketing Communications, Northwestern) * Seth Redmore (CMO, Lexalytics, Inc.) * Jeff Davidoff (CMO, Donuts.Domains) * Matt Krull (Business Unit Executive, IBM Security) * Frank Mulhern (Associate Dean, Department Chair, and Professor, Integrated Marketing Communications, Northwestern)
Security, Privacy, and Governance Pt. 1
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From the course by Northwestern University
The Business of Social
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From the lesson
Legal Considerations
In this module, you will learn the appropriate security, privacy, and governance considerations to apply to your social marketing strategy.
Meet the Instructors
Randy HlavacLecturer, Medill IMC; CEO, Marketing Synergy Inc
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Ever since you viewed We Feel Fine, and looked at social big data in MOOC2,
you've been discussing privacy on our discussion boards and on Twitter.
To help you better understand the topic of privacy and social big data,
I want to welcome Seth Redmore, the CMO of Lexalytics, who you met in MOOC2.
Seth, welcome.
>> Thanks, Randy.
Happy to be here.
>> How should we look at privacy?
>> So I think that you should break it into three separate pieces.
There's individual, and what you need to do to protect your privacy, There's
a company and what they need to do in order to protect their users privacy and
be transparent about their use of it.
And then there's what's happening in various governments around the world and
various territories, where privacy laws differ.
>> So let's start with the consumer.
As a consumer of social, what should I be looking for
>> Whenever you install an application
What's it asking for access to?
Is it gonna be able to post your timeline?
Is it getting all of your friends lists, is it collecting your location?
So you have to be comfortable with what information is
being collected, as well as Be comfortable with how that information may be used.
And that will often, more and more companies are having a separate privacy
policy that's separate from their overall terms and conditions.
And so, take a look at that.
>> Okay, and would it also be in the terms and conditions in some sites?
>> Yes, absolutely.
>> Okay, and then if I'm going to social networking sites like Facebook or
Twitter, is that different than downloading an app?
>> It is, in that Facebook and Twitter are inherently information sharing sites.
You were talking on them and so
you know Twitter unless you are in a close Twitter group or you're deleting a tweet.
There isn't really much expectation of privacy there perse.
You are shouting out to the world and you know you help to have a conversation.
Mm-hm.
>> Facebook is a little more complex in that they have a large set of rules and
things that you can use to control privacy.
But still, you know, you do need to be concerned about,
okay, how much do I want to expose to whom?
>> Ok that's good advice.
What about if I'm a start up or I'm in a business?
What are the business concerns relative to privacy?
>> So, the best way to sum it up is say what you're gonna collect and
then do what you say you're going to do with it.
Don't collect more than you say you're going to and
then don't use it in ways that you say you're not going to,
we will never share third party data from this site.
If you take that third-party data and you sell it to somebody,
that can turn into you know an epic fail and
you'll be pilloried on Twitter and bad things will happen.
>> Ok, that makes sense.
So I need to tell people what to do with the data I should also probably
keep it really relevant to the relationship I want to develop with them?
>> Yes, yes, absolutely.
If you are building an application that's just a note taking application,
do you really need to collect the GPS information?
maybe you do, because maybe that's part of it,
where it's just like hey we're going to geo tag everything, all your notes.
You can say that this is a travel journal, if you will.
If it's just a simple to do list, do you really need to know where I am?
maybe you do, maybe you don't, but
you should be careful and only collect the information
that is directly relevant to experience you are trying to provide the user.
Don't over reach.
>> Okay, on two of our three social marketing strategies we have landing page,
where we get Email address and then a password.
And then we ask them a few questions, we say keep those really relevant.
And then we give people opt out options for things like our blogs and so forth.
Is that a good way to do it?
>> Absolutely.
Collecting minimum amount of information as you build the relationship.
As the relationship goes on further you can collect more information,
as there's trust and as there's an exchange of values.
Right.
So, you fill out name and email address.
So I give you something of value at that point like a white paper.
And then the next time maybe I get another couple of pieces of information.
This is called progressive profiling.
And at each step there's an exchange of value for you information.
The things like opt out and opt in I tend to prefer opt in.
As opposed to opt out, but those are important concepts.
And that's a good way to handle it.
>> Super.
So that talks about the company and the consumer net relationship
What about governmental and what are the regulations coming down about privacy?
>> So, privacy is handled differently.
In almost every country in the world.
The EU is trying to have sort of this overall program.
There was a program called Tape Harbor with the United States,
that was recently overturned.
Inside the United States,
it's the Federal Trade Commission that actually manages the data.
They're called the data protection authority.
>> Okay >> Now,
There's a lot of confusion about what we need to do.
Lexalytics as a company, we actually spun up a data center in Ireland.
We did this probably a year, year and a half ago,
because some of our customers wanted to keep their information in the EU.
But in other territories like China,
these are places that have very specific Privacy laws, and so
you need to understand that for each of the territories you're in.
And given the nature of Cloud computing, it's relatively easy to take
your application, spin it up here, spin it up here, spin it up here, spin it up here,
so that you can actually adhere to the rules of each of those,
of each of those territories.
>> Okay so if I'm going global I really need to look at a lot of different
countries to figure out exactly what I need to do.
>> Yes.
>> Okay, the other things is, this is changing a lot isn't it?
It's pretty dynamic area in terms of privacy.
>> Yes and like I said before the whole EU, United States safe harbor program,
that's thrown a lot of people into, okay, what do I do now how do we handle this?
The EU is trying to get their own things together.
A lot of people think that the German ones which are quite strict.
So it's the change Is going to be rapid for a while.
>> Uh-huh. >> While the world gets a handle
on what am I okay with,
and what are government's okay with, in terms of data usage by a company?
>> Well that's really interesting to see how privacy is being
done differently across the globe And that it's something that is a big concern for
a lot of governments.
One of the things I really appreciate is you're going to give us, in our tool kits,
links to places where we oughta go to learn the governmental side of this.
>> Absolutely. >> And also some videos and
other things to learn more about the whole issue of privacy.
>> Yes. Thank you so much for these great tips.
We really appreciate it.
>> Thank you.
Happy to be here.
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