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Luisella Giani Business of privacy
January 27 New York City
Social Media as targeting marketing tool in a Privacy-sensitive digital age
@luisella #PrivacySummit
Aristotle Public vs Private sphere Legal concept: in US from 1890s
Concept of privacy: not uniformed definition
Concept of privacy: not uniformed definition
Privacy =!
control over information? critical to intimacy? freedom? human dignity? interest with moral value?
Privacy in the Social Media age
” “ The only true currency in this bankrupt
world is what you share with someone else when you are uncool. (Almost Famous)
“ Thus in the future, we likely be discussing privacy intrusions involving senses and types of information which we haven’t conceived of yet. (S. Sethe)
This is just the beginning… !
”
This is just the beginning… !
WHATSAPP: MONTAINVIEW, CA!FOUNDED ’09!450 MILLION USERS!
KIK: ONTARIO, CANADA!FOUNDED ’09!130 MILLION USERS!
VIBER: CYPRUS!FOUNDED ’10!100 MILLION USERS!
WECHAT: SHENZEN, CHINA!FOUNDED ’10!272 MILLION USERS!
LIME: JAPAN!FOUNDED ’10!350 MILLION USERS!
KAKAOTALK: SOUTHKOREA!FOUNDED ’10!>100 MILLION USERS!
NIMBUZZ: GURGAON, INDIA!FOUNDED ’06!150 MILLION USERS!
HIKE: INDIA!FOUNDED ’12!15 MILLION USERS!
TANGO: MOUNTAIN VIEW, CA !FOUNDED ’09!>190 MILLION USERS!
MESSAGEME: SAN FRANCISCO, CA!FOUNDED ’12!5 MILLION USERS!
Messaging apps are the new social media
Privacy is Traded for Better Customer Experiences
Data is the Internet Currency: If you are not paying for it,
you are the product.
Digital records to automatically predict personality traits? From Facebook Likes
85% accuracy
Political preference
95% accuracy
Etnicity
88% accuracy
Sexual orientation
Personalization VS Privacy?
Are people ignorant of how their information is used or are they willingly giving up their information?
Baby boomers worried about their personal information becoming public online.
Consume information Facebook
Posting /watching videos! !
Follow group and organization ! Supporting causes!!
What is perceived as an invasion of privacy?
45%
48%
48%
53%
57%
67%
68%
71%
73%
77%
81%
0% 20% 40% 60% 80% 100%
Companies credit card usage...build and maintain a credit rating or to prevent identify theft
Companies collecting ...develop better products or more relevants
Government intelligence agencies...prevent terrorism
Law enforcement agencies monitoring...so that they can prevent crime
Employers monitoring ...prevent security breaches and wasted time
Companies tracking ...ads and promotions targeted to you
Web sites tracking...content suggested to you based on your interests
Companies tracking ...location-specific offers and promotions directed to you
Companies collecting...financial data in order to reduce the risks of lending
An employer...as part of your application for a job or promotion
A spouse... looking at your email out of curiosity or concern
% consider an invasion of privacy
Millenials (25-34 y.o.): privacy crossroads 12 out of 15 Millenials
Consider disclosure of personal information as a “fact of modern life”
!
Regards personal information as a
COMMODITY to be traded in exchange for free services or
better benefits.
40%!
Always consider a company privacy
policy when chooising which
website to visit or online services to
use.
32%!
Feel they have little or no control over
the personal information
companies gather while they are
online.
45%!
Believe companies should be able to track their online
activities only after they gave permission
to do so.
60%!
What is perceived as a worthwhile benefit?
9%
13%
18%
19%
21%
26%
28%
37%
54%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
To learn more about my own behavior patterns (diet, shopping, fitness)
To stay connected to my friends or colleagues on the websites I visit
To get more relevant content on the websites I visit
To show me ads that are more relevant to me
To ensure the products I want are in stock when I go shopping
To find out about products or events that will interest me
To help the companies I buy from make better products/services
To receive money for access to my information
To get special deals and discounts
Gen Z: Mobile only. They’re Nothing Like Millennials
75% are “mobile internet users.” 37% own their own smartphone, up from 23% reported at the end of 2011. 1 in 4 own tablet devices.
2013 Pew Internet Report Teens (age 12-17) and Technology
THINK 3D
MILLENIALS TECH SAVY: 2 SCREENS
SLACKTIVISTS
RADICAL TRANSPARENCY
MULTICULTURAL
TOLERANCE
COMMUNICATE WITH TEXT
SHARE STUFF OPTIMISTS
NOW FOCUSED
WANT TO BE DISCOVERED
IMMATURE
TEAM ORIENTATION
LOW CONFIDENCE
TECH INNATE: 5 SCREENS
THINK IN 4D
JUDICIOUSLY SHARE (GEOLOCO OFF)
ACTIVE VOLUNTEERS
BLENDED (RACE&GENDER)
TOGETHERNESS
MATURE
MAKESTUFF
HAVE HUMILTY
FUTURE FOCUSED
REALISTS
WANT TO WORK FOR SUCCESS
COLLECTIVE CONSCIOUS
GEN Z!
GEN Z: Mobile First and Mobile Only
Trust is the new currency
• Lack of trust -‐-‐à transparency
• Lack of control
• Knowledge awareness trust sense of control
How much trust do you have in companies to make appropriate use of your personal information generated by your online
activities?
From exibisionist to silent listeners
EXHIBITIONIST: AGE OF #SELFIES
VOYEURS, SILENT LISTENERS
UNWANTED FAME, #MEMES
Facebook privacy evolution 2005-2010
2005
Facebook privacy evolution 2005-2010
2010
Facebook polarises people Millions of teens have abandoned Facebook since 2011
Transparency
Transparency Anonymity Facebook: semiprivate communication network, permanent content, ID provider Timehop: a time capsule of you. Everything you posted lives forever Snapgrab: automatically screenshot snapss WhatsApp: the user doesn’t need to send a friend request to send messages to another user.
MeWe: private communication network. Focus on trust, respect, integrity. Whisper: 10M active users. Anonymous confessions in meme-like block over stock photos. Snapchat: 100M daily active users. Rumr: semi-anonymous. Chatroom member list based. Anonymous when posting to the board.
Perfect targeting !leading to privacy invasion and negative image?!
My daughter got this in the mail!” he said. “She’s still in high school, and you’re sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?”
The manager apologized and then called a few days later to apologize again.
“I had a talk with my daughter. She’s due in August. I owe you an apology.”
Perfect targeting !leading to privacy invasion and negative image?!
FACEBOOK WILL MAINTAIN ITS MAJORITY POSITION AS AN IDP (Facebook Login – new features like anonymous login) across devices, industries and locaPons. “ This company found my number and
started cold texting me this morning. FINALLY, THE BIG BREAK I’VE BEEN WAITING FOR. ”
Retargeting …done wrong!
Overuse of ads
Repetitive creative
No segmentation No duration and frequency caps set
Showing same ads over and over on every site…
No stop pixel: keep retargeting someone who already purchased
Focus: second screen (mobile) while watching television. Objective: generate buzz through Snapchat. Audi partnered up with the Onion to create humorous, privately-distributed content to its users. Results: 2,400 mentions on Twitter. 30% of all online buzz during the Super Bowl came from Audi’s Snapchat Twitter account +2,500 followers Facebook fan base +9,000 Snapchat +10,000 people in 48hs
Snapchat: Audi Superbowl
Whatsapp: Absolut Vodka Campaign (video)
https://www.youtube.com/watch?v=ozFLRwzyO6Q
Big Data & Beacons: Connecting online, in-app, and in-store experiences
Payment providers will become the main IDP
Transparency !and proactivity! Know your customer: !
ominichannel approach!
Know the rules. !Expect increase of regulations !
1
2
3 Be ready to !Identity 3.0 ! 4
Privacy DNA
How to play when TRUST is the currency?
