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ComplyingAndCopingInTheNewWorldOfRegulatedGlobalMarke?ng
Environment
TopTipsforMarketers
SMXLondon2012‐Page:1www.21Interac?veMedia.com
AnthonyHaney@anthonyhaney
[email protected]+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…
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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
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• 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
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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
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• Wolf‐Somware:hop://www.wolf‐somware.com/downloads/packages/jpecr‐package/orhop://cookies.dev.wolf‐somware.com/
www.21Interac?veMedia.com
DoLookforNewToolstoEmerge
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• 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
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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
[email protected]+01.646.221.7591
SMXLondon2012‐Page:20www.21Interac?veMedia.com