Guest lecture at BUas, Breda Univeristy a.s. AfL, 14-12-2018

1. Social Media
Top ten interesting issues
Jeroen Vinkesteijn
Slideshar: http://xxx http://www.dovetailminiatures.com/social-media-marketing-explained/

2. Big data: anywhere, anytime
https://www.youtube.com/watch?v=_yKga54tx6U
It’s all about data!

3. According to Google…
3 Source: https://www.google.nl/search?q=Jeroen+vinkesteijn

4. Okay, one of the risks: Bias?
4 Source: https://www.google.nl/search?q=Jeroen+vinkesteijn

5. 5 Source: https://www.google.nl/search?q=Jeroen+vinkesteijn

6. • New editions
• All suggestions welcome
• Modern way: publishers 

7. Today
Top ten cases and challenges, from a business perspective
1. End of Control
2. Legislation: EU
3. Data is merchandise
4. Profile - or Persons
5. Worldwide impact
6. Dependency on platforms
7. Responsiveness test
8. Conversational human voice CHV
9. Censorship on social media
10. Buying engagement

8. 1 End of control
We all are slaves of the algorithms
https://www.linkedin.com/pulse/customer-empowerment-fallacy-how-technology-eroded-constantinides/

9. 2 Legislation
GDPR - AVG, sure, but what will it bring? #spom #ad?
Lawfull processing grounds of data
•Necessary for the agreement
•Legitimate interest (balance)
•Consent

10. Social media advertising
10 DDMA presentation 12-2017
Basis: unfair commercial practice laws
• Disclosure: Advertising through Social Media must be clearly
recognizable as such.
• Ban on manipulation: Modifying posts or other communications
on social media such that the average consumer may be misled
is prohibited.

11. New subject rights
11
DDMA presentation 12-2017 https://www.insideprivacy.com/airlines/gdpr-top-5-post-implementation-issues-for-airlines/
• Right to information (simple and clear)
• Right to be forgotten
• Right to data portability
• Rights in case of automated decisions with legal effect, or similar
https://www.endpointprotector.com/blog/top-5-ways-dlp-can-help-with-gdpr-compliance/

12. Can FB still do this?
12
DDMA presentation 12-2017

13. Coming up!
13 https://www.wired.com/story/europes-copyright-law-could-change-the-web/

14. 3 Data is the new mechandise
Via social media, apps, games, mobile we have all the data!
https://de.wikiquote.org/wiki/Eric_Schmidt
"If you have something that you don't want anyone to know, maybe you
shouldn't be doing it in the first place."
Interview with Maria Bartiromo auf CNBC am 3. Dezember 2009.

15. Combination web – social via cookies
15 https://www.klm.com/travel/gb_en/images/Cookie-policy_v10-EN_tcm638-697281.pdf

16. 4 Profile or persons?
Are we paying to talk to a dog? A child?
https://www.instagram.com/itsdougthepug/?hl=en https://www.facebook.com/HatsuneMikuOfficialPage/

17. Companies as zombies
https://www.emerce.nl/research/reisbedrijven-best-benaderbaar-via-facebookhttps://www.facebook.com/src.cultuurvakantieshttps://www.instagram.com/djosernl/

18. Which identity?
https://twitter.com/search?q=google%20faroe%20islands&src=typd

19. 5 WorldWide impact
Humor, local setting
https://twitter.com/GaelGarciaB?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthorhttps://www.imdb.com/title/tt4652164/

20. https://www.ferrysamui.com/chinese-new-year.html
新年快乐 4.717
https://medium.muz.li/what-makes-wechat-so-successful-5d4795c96e1d

21. 6 Dependency
Top ten cases and challenges, from a business perspective
https://blog.hootsuite.com/facebook-algorithm/

22. https://www.emerce.nl/research/onderzoek-bedrijven-reageren-slecht-instagram
7 Responsiveness test

23. https://www.emerce.nl/research/onderzoek-bedrijven-reageren-slecht-instagram
Response time

24. What we did…
2 van de 104

25. Sentiment & Engagement?
http://artatm.com/2010/02/broken-heart-anti-valentines-day-collection/
https://www.facebook.com/thomascook/
8 Conversational Human Voice
Quick, style, ‘human’, style, personalization: risks!

26. Ohhh yes…
https://www.facebook.com/lowcostholidays/

27. Ohhh yes…
It’s not about educating the customer,
it’s not about being right or wrong.
It’s about the customer and doing business.
http://howmanyofme.com/search/

28. If……..
http://www.lemmetweetthatforyou.com/

29. 9 Censorship on social media
Commercial interest, politics etc.
https://www.facebook.com/help/212826392083694?helpref=uf_permalink https://www.theguardian.com/news/series/cambridge-analytica-files
https://abcnews.go.com/Technology/facebook-hire-3000-workers-monitor-content/story?id=47178969

30. 10 Buying engagement
Top ten cases and challenges, from a business perspective
https://www.youtube.com/watch?v=NXvzhYnlTU0

31. So…
Top ten cases and challenges, from a business perspective
http://www.travelnext.nl/laten-likes-kopen-deel-1.htmlhttp://www.buy-cheap-likes.com/

32. Still…
Very recognizable…
https://www.goodreads.com/quotes/729544-we-don-t-have-a-choice-on-whether-we-do-social

33. Jeroen Vinkesteijn
vinkesteijn.j@buas.nl
@jvinkesteijn
www.emerce.nl
https://www.linkedin.com/in/jeroenvinkesteijn/
Contact