eu gdpr changes: what do you need to know? - communigator seminar
TRANSCRIPT
COMMUNIGATOREU GDPR
2 FEBURARY 2017
• Our mission is simple. Enable businesses to expand their email marketing lead generation potential.
• We specialise in providing technology to help you identify, nurture and qualify B2B leads, meaning you can rapidly increase sales.
• We know how to do it and do it well, because we’ve been doing it for over 20 years.
Marketing Automation / Lead Generation Specialists
• Delivering over 20 million emails per week
• Technology platform or managed service • Either buy it or we will host it for you• Consultants on hand to help with your
lead generation marketing strategy
Independent & Privately Owned
• Based in Surrey, UK• Young and dynamic• Commercial terms for all budgets• Project and product delivery• Best practice as well as technology• Dedicated Account Manager for all• Unlimited technical support• The HTML doctor
ABOUT US
GatorMail GatorLeads GatorSocial GatorDocs GatorEvents
GatorExpress GatorInsights GatorCRM GatorData GatorSurveys
Marketing Automation & Lead Generation Platform
14 DAY ALL ACCESS FREE TRIAL
CUSTOMERS
INTEGRATIONS
PARTNERSHIPS
Look at the slides at your leisure later
Email is the most used, most valuable and highly-prized real estate on the Internet. This is why everyone wants it.
5 YEARS AGOCreate target audience in CRM / Excel
Create Campaign and stage in CRM (fill in with random txt) or directly in ESP
Send email address and first name (maybe)
Build HTML email, with txt mime
Send to all
Update contact with unsubscribe
Update contact with hard bounce
Update contact with campaign name and opened marker
Update contact with campaign name and clicked marker
THE HERE AND NOW / FUTURE
USING WORKFLOW
GATOR CREATOR IS HERE!
END OF THE WORLD AS WE KNOW?!
25th MAY 2018
INTRODUCTION
GDPR IN A (BIG) NUTSHELL
GDPR – WHAT WE DO AND IDEAS FOR YOU
DO YOU LIKE US? Q&A
SHOW TIME – NEW PRODUCTS
DISCLAIMERToday’s webinar serves only for informational purposes and is NOT
intended to be legal advice pertaining to the subject matter.
If you have additional questions on how this may affect your organisation, you should consult your legal team or legal
representative.
The GDPR Questions that kept me up atnight…answered• When does it all kick in?
• What are the penalties?
• Can I still market to my customers?
• What about my opt out database?
• Will BREXIT Help?
• Do we need a data protection officer?
• Does it only apply to email?
• What about my engaged data?
• I need to learn the lingo!
• Expanded definition of Personal Data
• New Principles (6 not 8) Transparency, accountability
• Consent
• Privacy notices
• Legitimate Interest
• Recording consent and preferences
• Processors responsibilities
• Profiling (Tele-matching, Wealth Screening)
• Data Subject Rights
• Fines!
HIGHLIGHTS
BREXIT - WHAT NOW FOR GDPR?
Update your cookie and privacy policy
Check your consent statement with your legal team
Set up campaigns to target those with implied consent
Purchase targeted data and increase your opt in database-
CONSENT
CONSENTWritten, including electronic or oral statement
• Includes– Ticking a box when visiting an internet website– Choosing technical settings– By any other statement or conduct which clearly indicates acceptance
• Does Not include– Silence– Pre- ticked boxes – Inactivity
EXAMPLES
CONSENT STATEMENT - EXERCISE
To ensure that the consent to use personal data meets the Regulatory requirement it must be “FREELY GIVEN ”. The precise wording is:
We must make absolutely clear (transparent and obvious) in the fair processing of information how an individual can exercise the right to object & opt-out of direct marketing. Using the below guidelines, it is our intent to help you achieve this.
However, as we are not a legal company, this document and suggested wording within it are just that; suggestions.
The consent statement is vital to the process of getting contacts legally opted-in to your communications. It needs to be upfront and transparent
whether you are getting contacts from form fills or emailing your current database trying to get them to opt-in.
The one we use and recommend is, in essence, a ‘catch all’. However, this requires you to update your privacy policy and cookie policy (the latter you need to do anyway) to make this method viable. We are also in a position whereby we can ‘bundle’ in our communications under one
statement as we only send one type of communication – marketing related material. If this wasn’t the case then we would need to be transparent as to what we want to send. This would need to be done upfront, not once the details are submitted.
• Name and contact details of data controller
• Used for direct marketing purposes
• Third parties to which information passed on
• General third party no specific
• Transfers to countries outside Europe
• Length of time for which information kept for
• Data subject’s rights
• Subject Access, Opt Out, Portability,
• Information about profiling
INFORMATION REQUIREMENTS IN PRIVACY POLICIES
PRIVACY NOTICES, TRANSPARENCY AND CONTROL
PRIVATE EYE AND THE GUARDIAN – WHAT NOT TO DO
• A person can object to profiling for marketing / fundraising at any time.
PROFILING• Right to unsubscribe/opt-
out from decision based on profiling, which produces legal effects concerning the individual.
• Fair Processing – Wealth screening, Tele append
EXAMPLES
EXAMPLES
RIGHT TO ERASURE / TO BE
FORGOTTENDATA
PORTABILITYFREE SUBJECT
ACCESS REQUEST
PECR AND LEGITIMATE INTEREST
Legitimate interest!!Alternative legal basis for processing personal data
• Do you have a relationship?• Weigh up the legitimate interest of the organisation with the rights of the consumer• Reasonable• Provision of unsubscribe or opt-out normally satisfies test• Must balance interest of company with that of consumer
LEGITIMATE INTEREST… • Different to consent! If you communicate on the base of legitimate interest you do not
have consent• Can only use for Direct Mail and Telephone• Electronic comms still fall under PECR• Legitimate interest – do you have a relationship – this is what helps you still
communicate with customers!• Must still provide an unsubscribe or opt out • Must weigh up the legitimate interest of organisation vs rights of the consumer – can’t just
send a bunch of catalogues weekly!• This does not count for emails! – PECR overrides this.• This applies for marketing communications – if a contract or ‘transactional email’ then you still
send. Product updates fall into this – as long as no marketing messages.• Always think – what would the consumer expect – things out of the blue will cause you
problems
Can You Speak GDPR?PERSONAL DATA
Any information related to a person or 'Data Subject' that can be used to identify the person.
DATA SECRUITYIn the event of a data breach an organisation must alert the authorities no later than 72 hours post breach
COMPLIANCE You must clearly state how and why the processing of personal data using legitimate interest is justified.
ENFORCEMENT AND FINES1. 10 million Euros or 2% of global turnover2. 20 Million Euros or 4% of global turnover
CONSENT FOR MARKETINGElectronically or verbally recorded and provable
Legitimate interest and opt out clauses
10 STEPS TO GDPR
Step 1: Define your privacy/cookie/consent statements
Step 2: Start the opt-in process with your existing data
Step 3: Purchase data now and work on opting in
WHAT YOU SHOULD DO
UPDATE THE IMPORTANT BITS NOW!
Update your email templates
GET YOUR CUSTOMERS OPTED IN
OFFER VALUE FOR AN OPT IN
54% Opt In
INCENTIVE FOR A COI
CAPTURE YOUR HOT LEADS
75% Opt In
CAMPAIGNS TO START RUNNING NOW!CUSTOMERS
ASSET FORM FILLED BUT NO OPT IN
ENGAGED IN LAST 12 MONTHS
SALES REQUESTS
DATABASE OPT IN
STILL NOT OPTED IN?
57% Opt In
EVENTS AND WEBINARS
No Shows: 25% Opt In
Attended: 70% Opt In
ENGAGED DATA
5% Opt In
Click = YES
OPT IN WORKFLOW
TARGET NEW DATA
66% Opt In
COLD UNENGAGED DATA: 0.93%-
COLD ENGAGED DATA: 6.49%-
WARM DATA: 11%-
HOT DATA: 17.24%-
WHAT WE’VE SEEN
OPT IN DATA RESULTS
85% Open
15% CTR
Update your cookie and privacy policy
Check your consent statement with your legal team
Set up campaigns to target those with implied consent
Purchase targeted data and increase your opt in database-
SHOW TIMELIVE DEMO!
THE QUIZ
2. What does PECR stand for?
1. What day, month & year does the GDPR come into force?
3. What does DOI stand for and what is it?
4. What are the fines?
5. What are the 3 things you need to address on your consent statement?
GDPR SERVICE OFFERING
