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The Privacy Reformation

Public media vs. private anxieties -- how new school marketing platforms collide with old school privacy concerns.
by

Joe Gizzi

on 30 June 2010

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Transcript of The Privacy Reformation

As Marketers, We Love New
PLATFORMS To REACH OUR AUDIENCES >> By now, many amerICANS ARE ACTUALLY UNCOMFORTABLE SPENDING A DAY WITHOUT USING
SOCIAL TOOLS It's no HUGE MYSTERY HOW OUR DAILY ADDICTION TO SHARING HAS HELPED FACEBOOK AMASS DATA ON 400 MILLION PEOPLE WORLDWIDE. WE AS MARKETERS STAND TO BENEFIT
FROM EVERY DETAIL BROADCAST >> IT'S MICROTARGETING. AND YOU OPTED INTO IT. PLATFORMS FOR
ONLINE SOCIALIZATION
ARE ESSENTIAL
lIke food and water IT'S MICROTARGETING. AND YOU OPTED INTO IT. WorldwIde We spend 500 bIllIon mInutes
every month on Facebook. IN THAT TIME, The average user
shares 70 pieces of content For a GLOBAL total
of 25 bIllIon
links, news stories,
blog posts, notes,
AND photos uploaded
every month searchable by
your frIends,
your employer,
your exes
and your mom. If the platform Is IndIspensAble and InclusIve,
It wIll INSPIRE change of mInd. In lIght of the current debate,
It's good to remember socIety
Is resIstant to new technologIes Who wanted to use theIr
credIt card onlIne
10 years ago? NOW, GMAIL SCANS YOUR TEXT TO SUGGEST TRAVEL LOCATIONS. Facebook has won THE PRIVACY BATTLE
because UTILITY CHANGES EVERYTHING. If It's convenIent,
addIctIon follows. A company's web presence IS Its reputatIon.

It must :

be dependable and trustworthy
InspIre LOYALTY, confIdence
AND A FEELING OF INCLUSION
ultImately let us sleep at nIght
But what does thIs debate mean for our next generatIon of tools? FIRST, LET'S CONSIDER
THEIR MERITS FROM A BusIness'
perspectIve, LOCATION
SERVICES HELP TO:

ID REGULAR VISITORS
ID theIr frIends
MONITOR theIr
buyIng habIts
COMPILE demographIc
DATA
REVIEW PRODUCT LINES

For the user, IT's ACCESS TO:

Contests
DISCOUnTS AND SPECIALS
TIPS
NeTWORKING

ThIS IS YOUR NEW LOYALTY CARD If 10 of your frIends check Into a locatIon, you know you're mIssIng out ACCESS INFO ABOUT WHAT'S Up IN YOUR NEIGHBORHOOD QUICKLY WITH A PAYOFF oF EXCLUSIVE BENEFITS THE CUSTOMER HAS A NEW VOICE
AND A POSITION OF POWER. THEY ALSO PUT THEMSELVES AT RISK. at the rate of 3283 TWEETS PER SECOND,
THIS IS A BIG DEAL. ANONYMITY IS A THING OF THE PAST BY AN HR DEPARTMENT, A BUSINESS PARTNER,
oR A STRANGER ON THE STREET. YOU CAN BE ACCESSED MEANWHILE SOME APPS BUILD A SENSE OF COMMUNITY AND TRUST. We know exactly what people are thInkIng,
and RECEIVE curated knowledge from users we choose to follow 1 2 3 EVENTS BECOME EXPERIENCES.
SPEECHES BECOME DIALOGUES. WE'VE ALL BECOME TELEPATHIC AND OUR CUSTOMERS THOUGHTS CAN'T BE IGNORED. WE WILL EMBRACE APPS THAT LET US SHARE WITH
people a few feet FROM US.

those WE trust for meetIngs WIN OUR DOCS, photos AND CALENDARS. SO WILL THE PROS OUTWEIGH THE CONS?
HERE ARE A FEW CONCLUSIONS. Users wIll contInue to opt In based on theIr trust In the company.













Trust Is why socIal medIa marketIng remaIns a brand experIence
CompanIes wIll COMPENSATE FOR ECONOMIC WOES wIth vIrtual events WHICH enables CUSTOMERS to meet more people
after A REAL LIFE experIence Is over
But wIthout an EMOTIONAL tIe to the brand,
It's no handshake and look In the eye.
the PRIVACY REFORMATION UsER EXPERIENCES LEAD TO mass adoptIon AND
ENABLE companIes to do what they want.


To be part of the In crowd, we're wIllIng to COMPROMISE AND share.
Full transcript