Weitere ähnliche Inhalte Ähnlich wie Enter the void marketing in a world of f**ked up technology (20) Kürzlich hochgeladen (20) Enter the void marketing in a world of f**ked up technology1. © THE COLORING IN DEPARTMENT 2018 @ColoringIn© THE COLORING IN DEPARTMENT 2018 @ColoringIn
ENTER THE VOID:
MARKETING IN A WORLD
OF F**KED UP
TECHNOLOGY
2. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Aiden_ _Carroll
linkedin.com/in/aidencarroll
aiden@thecoloringindepartment.com
thecoloringindepartment.com
3. © THE COLORING IN DEPARTMENT 2018 @ColoringIn© THE COLORING IN DEPARTMENT 2018 @ColoringIn
4. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
What’s on the menu
Seduction & Sales
Facebook & Friends Hate You So Much
Google Hates You Even More
You Aren’t Even Safe - From The Law
Free Stuff For You
6. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Let’s Start Here Shall We?
9. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Our Competitors
Traffic Wardens
Lawyers
Politicians
Social Workers
10. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Ok, We Aren’t Loved? But Why Now?
What are the key
messages?
Which Search Engines are we
getting traction with ? e.g.
Google, Bing, Yahoo. How many
users are coming from organic
search, which pages they visited,
and if they converted or not.
Election
Campaigns
What are the key
messages?
Which Search Engines are we
getting traction with ? e.g.
Google, Bing, Yahoo. How many
users are coming from organic
search, which pages they visited,
and if they converted or not.Data Collection
What are the key
messages?
Which Search Engines are we
getting traction with ? e.g.
Google, Bing, Yahoo. How many
users are coming from organic
search, which pages they visited,
and if they converted or not.
Targeting &
Personalisation
What are the key
messages?
Which Search Engines are we
getting traction with ? e.g.
Google, Bing, Yahoo. How many
users are coming from organic
search, which pages they visited,
and if they converted or not.
Privacy Concerns
What are the key
messages?
Which Search Engines are we
getting traction with ? e.g.
Google, Bing, Yahoo. How many
users are coming from organic
search, which pages they visited,
and if they converted or not.Data Leaks
What are the key
messages?
Which Search Engines are we
getting traction with ? e.g.
Google, Bing, Yahoo. How many
users are coming from organic
search, which pages they visited,
and if they converted or not.Fake Content
11. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
So You’d Think We’d Need A Bit Of Support
12. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Instead We’ve Got This
14. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
In Short
What Are We Going To Do About It, Respectively
The News Feed Is Not Your Friend
Death By Data
Fake News, Bad Videos & Content Spam
15. INSERT INSTRUCTOR NAME
TITLE, COMPANY
© THE COLORING IN DEPARTMENT 2018 @ColoringIn
Wantaloadof
templatestodothis?
YEAHYADO!
The News Feed Is
Not Your Friend
19. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
What They -ARE- doing however…
“back-and-forth
discussion.”
20. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Is -LESS- Branded Owned Content
21. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
The Death Of Facebook Ads
What’s the point of
the report?
You want to isolate organic
traffic from the website to
see how your SEO strategy is
working for you.
The competition for prime
placements is sure to
increase given that News
Feed is now a magical
vortex of friendship and
happiness.
23. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Panic!
(verb) - Something you do at
the disco
Person 1: I completely
panicked the other day.
Person 2: I didn't know you
went to the disco!
24. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
“Fake News” Is A Problem
NICK CLEGG
25. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
EQUALLY - FACEBOOK CAN’T FIX IT
26. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
It’s Trying Though (Sort Of)
27. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
And It Sure As Hell
Doesn’t Care (Privately)
HOLD ON…
I’M SEARCHING
FOR A FUCK TO
GIVE
28. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Because The Problem Is The CORE Product
30. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Everyone Makes Mistakes
HOARDING
DATA
SELLING IT
TO YOU
FUDGING
THE
NUMBERS
32. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Selling It To You (& Others)
33. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Which Is Entirely Legal!
34. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
And We Do It All The Time
35. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
However, Our Success Has Been Overestimated
36. INSERT INSTRUCTOR NAME
TITLE, COMPANY
© THE COLORING IN DEPARTMENT 2018 @ColoringIn
Wantaloadof
templatestodothis?
YEAHYADO!
What Are We
Going To Do?
37. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
You Can Rig Engagement (& Video)
38. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
You Can Exploit The Algorithm
I DON’T ALWAYS SCREW
UP MEMES
BUT WHEN I DO
FACEBOOK LOVES IT
40. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Video - Which Is Also Now Weirdly Segregated
41. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
KILL The Short Form (Crappy Content)
42. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
STOP Propping Up Rubbish
43. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Land Grab (& Be Emotional)
44. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
OR - Bin It & Move To Instagram
46. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
In short
Who Needs Websites Anyway
What Even Is An Advert These Days
No News Is Good News
Bye Bye Data, Bye Bye
What Are We Going To Do About It, Respectively
48. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Fine, Gotcha, An Answer
50. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Ok, I Don’t Need The Website Now
51. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Definitely - Don’t Need The Website Now
52. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
But Pub Quizzes Just Got Easier
NAIL IT
VICTORY!
NAIL IT
SORTA
53. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Answers Are Definitely Not Always Correct
54. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Google Wins, You Lose (Loser)
56. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Now vs Later (Probably)
57. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
But Is Likely To Be Combined
• A title
• Text from the paid result
• A link to a landing page from the paid result into the
combined content item
• The combine items may also includ other information
associated with the brand, such as:
• A map to retail locations associated with brand retail
presence.
• Retail location information associated with the brand
Which Contains
60. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Delicious & Nutricious
62. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Why Should We Care?
For example, from a credibility standpoint, does the site:
• Publish false content.
• Gather and present information responsibly.
• Correct or clarify errors.
• Handle the difference between news and opinion responsibly.
• Avoid deceptive headlines.
And from a transparency standpoint, does the site:
• Disclose ownership and financing.
• Clearly label advertising.
• Reveal who is in charge, including conflicts of interest.
• Provide information about content creators.
64. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
GDPR…..yes that again
65. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Aug 1st 2016- Aug 31st 2016 :)
66. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
July 1st - July 31st 2016 ….FML
69. How can we make
this easy?
Provide headers above each metric and data
item. Display the search engines in a pie chart
format, for any goals, provide the data as a %
point AND real number of conversions, use a
bar chart to show the pages users visit. Add
a calendar icon so the reader can change
the dates, and an option to switch between
reporting views. Done!
© THE COLORING IN DEPARTMENT 2018 @ColoringIn
Schema May Not End Up That Easy
70. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Quality Rater Guidelines
72. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
FIX Your Data Retention Settings - NOWFIX Your Data Retention Settings - NOW
73. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
BUT GOOGLE REFUSES TO CALL IT A SEARCH
ENGINE
DuckDuckGo is up 50%
75. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
In Short
What Are We Going To Do About It All
GDPARGH!
It’s My IPy & I’ll Cry If I Want To
It’s So Not Our Problem
78. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Nine obligations for digital marketers
CONSENT PURPOSE
LIMITATION
NOTIFICATION
ACCESS &
CORRECTION
ACCURACY
PROTECTION
RETENTION
TRANSFER
LIMITATION
OPENNESS
79. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
CONSENT
Ensure you have appropriate consent before you use any consumer data for marketing purposes
STATED USE
Only use data for the purpose for which it is provided.
HONOUR CUSTOMER PREFERENCES
Honour each customer’s data preferences.
ACCURACY
Ensure that any data held is accurate.
UP TO DATE
Ensure that any data you use for marketing purposes is up to date.
SECURITY
Ensure appropriate data security.
STAFF TRAINING
Train your staff to handle the data appropriately.
Looking After Your List: Your Obligations
80. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
IT’S MY IPY &
I’LL CRY IF I
WANT TO
81. ARTICLE 11
COPYRIGHT
FOR PRESS
PUBLISHERS
ARTICLE 13
PLATFORM
LIABILITY FOR
USER GENERATED
CONTENT
© THE COLORING IN DEPARTMENT 2018 @ColoringIn
Articles 11 & 13
82. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Someone Isn’t Happy…
83. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Things To Watch
PLATFORM
LIABLE UGC
1
LICENSE FEES
FOR PRESS
2
AMENDS ARE
SO FAR,
MINOR
3
84. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
IT’S SO NOT
OUR PROBLEM
85. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Let Me Introduce You To My Friend
The State Of California
AND - The California
Consumer Privacy Act
Famous for:
•Hollywood
•Google
•Facebook
•Oranges
86. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
In A Nutshell
The Movement Is Spreading Quickly
Wakey Wakey, Eggs & Bakey
Data As A Civil Right
Data Costs & Is Worth Dollars
87. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Enjoy Bitches
1st January
2020
89. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
• Ensure your cookie policies are
thorough and open
Cookie and Privacy policies
• Always consider – if you’d feel comfortable explaining
to a customer ‘why they are seeing your message’
Openness
• Ensure the clauses you use are easy to interpret
• Highlight the benefits of giving you permission
to collect data
Clear communication
Transparency - Guiding principles
90. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
• What data am I collecting?
• What am I using this data for?
• How hard is it for my customers to find out what I’m
collecting?
• What is the benefit to the consumer of collecting
their data?
Transparency -Key Questions to ask
91. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
• Give the user control over exactly what data is
being collected and used
User control
• Allow the user to easily opt-out of their
data being collected or used
Easy opt-out
• If your service includes the user inputting content, give them
the option to download this if they wish to take it elsewhere
Download data
Control - Guiding principles
92. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Transparency -Key Questions to ask
• How many clicks does it take for a user
to change their settings?
• Do I need to collect all of the data, or
could I be more restrictive?
• Do I allow consumers to use my service in
‘private’ mode?
93. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
•Ensure you are using encryption methods which exceed the
local legal requirements
•If the data is moving across devices, make sure that you have
multiple layers of security
Encryption
•Ensure that you know where your data is being stored, and if
it’s multiple locations
•Check which country the data is being stored in
Storage
•How will you detect if there has been a security threat
•Have a clear procedure
Threat detection
Security - Guiding principles
94. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
• Do I have appropriate security
measures in place?
• Where am I storing the data?
• Is there encryption on the data? If so, what
layers of security do you enforce?
• Does my security policy meet local government
regulations?
• Do I have a clear policy in place in the event of
a breach
Security -Key Questions to ask
95. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
As for copyright - FIGHT BACK
96. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Privacy is now on our minds
97. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Social Media is going nowhere
98. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
And I, EEEEEE IIIII Will Always Love You
© THE COLORING IN DEPARTMENT 2018 @ColoringIn
99. © THE COLORING IN DEPARTMENT 2018 @ColoringIn
Want a load of
templates to do this?
YEAH YA DO!
Go here:
https://bit.ly/2Opq8BA