ComplyingAndCopingInTheNewWorldOfRegulatedGlobalMarke?ng

Environment

TopTipsforMarketers

SMXLondon2012‐Page:1www.21Interac?veMedia.com

AnthonyHaney@anthonyhaney

anthony@21LLC.com+01.646.221.7591

Don’tPutYourHeadintheSand…

SMXLondon2012‐Page:2

•  Ifyou’rehere,youknowthattherulesaregoingtochangesobeproac?ve

•  Thinkaboutthisasaposi?veopportunity…

www.21Interac?veMedia.com

BeBashful…NotDopey

SMXLondon2012‐Page:3

Nooneiscertainyet…whybetheleaderandcreateunnecessaryworkatthisstage?•  Atthesame?me,don’t

pretendlikenothingishappeningwhichcouldturnintoaworstcasescenario

www.21Interac?veMedia.com

DoStartaSiteCookieAudit

SMXLondon2012‐Page:4

Everysiteshouldbedoingaperiodiccookieaudit.•  Doyouevenknowhowmanycookies(firstorthirdparty)you’redroppingoneveryvisitor?•  Weknowtherearetoomanytags

whenwehavetagstomanagethenumberoftags.

www.21Interac?veMedia.com

DoStarttheConversa?on…

SMXLondon2012‐Page:5

WithyourteamsonSEM/SEO/IT/Compliance/Legal/Everyonewhohasanythingtodowithyoursite:•  Withthenumberofpeoplewhoarelikelytobeaffected

bythenewlaw,takecontrol•  Sayingnothing&doingnothingwillgetyou…nowhere•  Startnow;youmaynotknowhowmanypeoplewillbe

involvedandtheextent

www.21Interac?veMedia.com

DoWatchWhatOthersareDoing

SMXLondon2012‐Page:6

Companies(small&largeFortune100)arepreparingtoputthedisclosureinthe“privacyinfo”&T&Cs:•  Betransparent;geingtheinforma?ononthesiteisthe

firststep,evenwheninthefooter(notethatthisisnottheinten?onoftheICO).

•  ExamplefromaFortune100company(notethatitwillbeinthefooter,nottheheader):

www.21Interac?veMedia.com

DoWatchWhatOthersareDoing

SMXLondon2012‐Page:7

•  Don’tbefirsttobe“excessively”openaboutyourmodifica?ons•  Imaginehowyourusersmayrespondtoasplashpage

orpop‐upbanner(arecommenda?onofICO)

www.21Interac?veMedia.com

DoWatchWhatOthersareDoing

SMXLondon2012‐Page:8

ICO:Theregulatorybody’sownwebsite:NotethatIcanbrowsethesitewithnono0ceableinterference,butthebanneratthetopremainspersistent

www.21Interac?veMedia.com

DoWatchWhatOthersareDoing

SMXLondon2012‐Page:9

P.S.–TheironyisthattheICOhastosetacookietonotethatyoudon’twanttoacceptcookies

•  Andwon’titbe“fun”togetthissamemessageevery?meyouclearyourcookies?

www.21Interac?veMedia.com

DoWatchWhatOthersareDoing

SMXLondon2012‐Page:10

AllAboutCookies.org:•  Ini?alSitePopUp:

www.21Interac?veMedia.com

DoWatchWhatOthersareDoing

SMXLondon2012‐Page:11

AllAboutCookies.org:•  Withoutcookiesenabled:Newline(wheretheadshould

be)asksyoutoenablecookies

www.21Interac?veMedia.com

DoWatchWhatOthersareDoing

SMXLondon2012‐Page:12

AllAboutCookies.org:•  Withcookiesenabled–AdsbyGooglebecomeviewable

www.21Interac?veMedia.com

DoWatchWhatOthersareDoing

SMXLondon2012‐Page:13

Startwatchingwhatthegiantsaredoing:•  Google,Microsom,Omniture,etc.•  The“owners”ofthewebwilllikelybethefirstto

disclosewhattheyaredoingandhowforfirstandthirdpartycookies

•  Yourcompe?tors;howaggressivearethey?•  What’syoulikelinesstobesingledout?Themore

prominentyouare…themoretoworry

www.21Interac?veMedia.com

DoBeReadytoChange&Adapt

SMXLondon2012‐Page:14

TheICOisn’tclearlysta?nghowitwillpolicethenewlaw…•  Therewillbeac?onsincluding:•  Informa?onNo?ce•  Undertaking•  EnforcementNo?ce•  MonetaryPenaltyNo?ce(Upto£500,000)

www.21Interac?veMedia.com

DoBeReadytoChange&Adapt

SMXLondon2012‐Page:15

TheICOisn’tclearlysta?nghowitwillpolicethenewlaw…•  Sta?ngthatyou’vealreadystartedwithyour

cookieauditgivesyouhavealegtostandon•  Amerhavingini?alinternaldiscussions,you’ll

knowhowdeepandwidethecookieproblemmaybeforyoursite•  E‐commercesitesarelikelygoingtohavemuchmore

toworryabout•  Over1/3ofE‐Retailsitesarealreadyplanningpop‐up,but

willwilltheyactuallygothroughwithit?www.21Interac?veMedia.com

DoLookforNewToolstoEmerge

SMXLondon2012‐Page:16

•  Wolf‐Somware:hop://www.wolf‐somware.com/downloads/packages/jpecr‐package/orhop://cookies.dev.wolf‐somware.com/

www.21Interac?veMedia.com

DoLookforNewToolstoEmerge

SMXLondon2012‐Page:17

•  Sitecookieaudit/compliance:•  hop://www.cookielaw.org/get‐started‐with‐optanon.aspx•  hop://silk?de.com/cookielaw/solu?ons/test‐your‐

compliance

•  No?ceofcookies:•  (Wordpress,Magento&Drupalplugins)

hop://civicuk.com/cookie‐law/configura?on

•  Audit&No?fica?on:•  hop://cookieq.com/CookieQ/index

www.21Interac?veMedia.com

DoRememberhowCookiesWillEffectyour Strategy

SMXLondon2012‐Page:18

When’sthelast?meyoudeletedyourcookies?•  Today?•  Thisweek?•  Thismonth?•  With35%+ofInternet

usersdele?ngtheircookies1xpermonth,prepareforthistobeanongoingissue

I’ms?llhere…andnotgoinganywhere!

www.21Interac?veMedia.com

FortheNioyGrioy

SMXLondon2012‐Page:19

VisittheICOat:hop://www.ico.gov.uk•  Plentyof?ps/defini?ons&possiblymorethanyoumayneedtogetstarted

•  Scared?•  DownloadthefullguideonhowtheICOcould

poten?allypenalizeyou:www.ico.gov.uk/.../guidance_on_the_new_cookies_regula?ons.ashx

www.21Interac?veMedia.com

ContactInforma?on

AnthonyHaney@anthonyhaney

anthony@21LLC.com+01.646.221.7591

SMXLondon2012‐Page:20www.21Interac?veMedia.com