marketing on the social web - marketing legislation conference
DESCRIPTION
I gave this presentation at the Marketing Legislation Conference in Rosebank on 29 July 2009. It addresses some of the issues marketers should be aware of when marketing on the social Web.TRANSCRIPT
Marketing on the social Web
Wednesday 29 July 2009
Marketing on the social Web
What marketing types need to know ...
Wednesday 29 July 2009
About me
Wednesday 29 July 2009
Paul JacobsonWeb and digital media lawyer
facebook.webtechlaw.comfriendfeed.com/webtechlaw
@pauljacobson
Wednesday 29 July 2009
social media focus
Wednesday 29 July 2009
The Web has changed
Wednesday 29 July 2009
Its about being social ...Wednesday 29 July 2009
... in the digital age ...
Wednesday 29 July 2009
Here are a few things for you to think about ...
Wednesday 29 July 2009
Reputation
Wednesday 29 July 2009
Freedom of expression can be
liberating
Wednesday 29 July 2009
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Social media = expression
Wednesday 29 July 2009
Your customers are having conversations about your brand
You are not in control of your
brand
Wednesday 29 July 2009
customers have new tools and a
longer reachWednesday 29 July 2009
09-f9-11-02-9d-74-e3-5b-d8-41-56-c5-63-56-88-c0
Wednesday 29 July 2009
Brüno
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... and so on ...
the network effect in social media
Wednesday 29 July 2009
You suck!
Wednesday 29 July 2009
New(ish) buzzwords
brandsquatting
typosquatting
Cybersquatting (domain names)
Wednesday 29 July 2009
Getting the community involved
Wednesday 29 July 2009
... it can be a gamble ...Wednesday 29 July 2009
You might also be amazed ...
Wednesday 29 July 2009
Take precautions
Wednesday 29 July 2009
Content
Wednesday 29 July 2009
Customers want to consume content on their terms
Wednesday 29 July 2009
The problem is that © ≠ sharing
Wednesday 29 July 2009
How can you facilitate access to content?
Wednesday 29 July 2009
There are a couple options
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Protection of personal information
a few general comments ...
Wednesday 29 July 2009
Wednesday 29 July 2009
Existing law
• Bill of Rights (Chapter 32)
• Consumer Protection Act
• PAIA
• ECT Act
• RICA
Wednesday 29 July 2009
“POPIA”Wednesday 29 July 2009
Categories of “personal
information”The draft bill distinguishes between ordinary personal
information and more sensitive personal information.
Wednesday 29 July 2009
Data Protection• Ensure the personal information collected is
“complete, not misleading, up to date and accurate”;
• Secure integrity of personal information against risk of loss or damage;
• Protect against unlawful or unauthorised access or processing;
• Identify reasonably foreseeable internal and external risks;
• Generally accepted infosec practices and procedures
* Principle 6: draft POPIA
Wednesday 29 July 2009
Privacy policyWednesday 29 July 2009
Wednesday 29 July 2009
Implementation
Wednesday 29 July 2009
Terms of use
Don’t forget details like jurisdiction, choice of law and
ECT Act compliance
Wednesday 29 July 2009
Constant review to ensure that they are in keeping with new developments
Wednesday 29 July 2009
Case study
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Bad ...
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Better ...
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Downright impressive ...
Wednesday 29 July 2009
Pick your lawyer carefully ... seriously!
Wednesday 29 July 2009
Any lawyer just won’t do
Wednesday 29 July 2009
You have to understand social
media
Wednesday 29 July 2009
Thank you!Wednesday 29 July 2009
Paul JacobsonWeb and digital media lawyer
facebook.webtechlaw.comfriendfeed.com/webtechlaw
@pauljacobson
Wednesday 29 July 2009