Gales Network • Brand building from the inside out

July 2009

Privacy Please!
Shifting privacy habits offer opportunity; require responsibility

Big Idea: We have reached an era of unprecedented openness. Generation Y's freedom in offline relationships continues to move into high gear online. Social Networking and Reality TV have taken the willingness to share the most personal detail to astronomical levels and now Gen X, Boomers and even some of the Silent Generation are telling all about their lives, likes and limits.

At Issue: As marketers swoon over the rich resources found is this newly revealed personal data, does a backlash lurk around the corner as identities are stolen, personal email lists are spammed and social security numbers become easier for thieves to snatch than a lady's purse?

Big Ideas View: There is no doubt that the way people view and value privacy is in the midst of major realignment; not only in the US, but worldwide. From the highest office in our land we're getting YouTube, FaceBook and Twitter updates on major world events, sensitive negotiations and the poop habits of a dog. We watch celebrities brush their teeth, choose their mates and even fight cancer in graphic detail. And the consumer wants an All Access pass.

As our appetite for things previously unseen, unheard or unspoken gets fed with increasing speed, we feel empowered to share details about ourselves with our local supermarket, our friends online and even strangers - all for the privilege to enter a contest, share a social circle, get a discount or have a chance to vent frustration. The sharing of our income level, address and cell number seems safe, if we recognize the brand name asking us to share. With some, even brand recognition is not necessary if the prize is sweet enough.

The upside of this openness is a level of service customers never dreamed possible. It is the envelope of 20 personalized coupons you receive from that supermarket after they analyze your shopping habits. It is the pre-sale notice from Ann Taylor (or Brooks Brothers) that offers you special savings on your favorite line of casual wear. It is the advance-sale access to Dave Matthews Band concert tickets from a music website you frequent that knows your listening habits. It is the premium customer experience we now expect - a reward paid for with our private information.

For any brand, with this great opportunity comes great responsibility. It is incumbent on your enterprise to safeguard this treasure trove of all things private. We'll assume you have a legally acceptable privacy policy clearly posted on your website but don't expect it to be read. We'll also assume that online and off you are asking your customer more questions, actually having a dialog with them, so you can serve them better. Consider the following.

BIR Rules of Privacy from your Customer:
1.    Don't share my contact info without my permission even if it is with one of your "affiliates" - make every new contact point an "opt in".
2.    In fact, make EVERYTHING you offer when I register "opt in" so you don't offend me right from the start.
3.    In case it wasn't clear above, just because I shared my email, mobile number or snail address to enter a contest, don't think I want every press release or text your company sends out.
4.    If you ask me for detailed information, give me something in return and respect me enough to use that information to personalize your offers.
5.    I'll share more with you, if you demonstrate value.
6.    Don't change your privacy policy without telling me first (remember what happened to FaceBook? Looks like they're getting the message.)
7.    If you suspect someone is improperly using my account, pick up the phone and call me (Didn't I give you my number?) Don't wait until my reputation is damaged, by doing nothing or delete my access without checking first.
8.    Let me use a screen name or real world alias that allows me to maintain some of my little remaining privacy, while still giving you the personal profile you want.
9.    Don't ask for my credit card unless it is clear I'm trying to buy something - don't make a promotional offer hinge on it. That is so old school.
10.    Remember KISS - I'll register quicker and tell you more if you give me a promise in a few short words on the registration form that lets me know my privacy is protected. And mean what you say.

A trade organization recently shared their membership list with a valued corporate donor who, in turn, used it to solicit votes for an award show. Several of the organization's members quietly decided not to renew. Trust is hard to regain. We'll save suggestions on how to maximize this rich personal data for another BIR Report. For now, practice good manners today so you'll have customers to maximize tomorrow. On behalf of the public, please and thank you very much.