It seemed an easy way to get people “pre-pipe” and market to them. For example, you put a 2,000-word e-Book on your website, and collected people’s email addresses as they registered.
“Fair Trade” people called it. You gave your email and you got an information rich (you hoped) eBook in return.
But that’s all over with the introduction of GDPR
A new survey by SAS suggests that nearly half of consumers plan to use their new rights over personal data in May 2018. If, as an organization, you don’t have the people and the processes in place you can get hit by massive fines. UK hospitality chain Wetherspoon’s didn’t think it was worth the risk and deleted its email database, inviting its customers to engage on social media instead.
In the poll of over 2,000 UK adults, 33% said they plan to exercise their right to remove personal data from retailers, while 33% will also ask that their data stop being used for marketing purposes. But this isn’t the end of the world. We can have conversations with our prospects and customers all the time, if we want. Like Wetherspoon’s we can do this through social media.
Some 17% of people said they will challenge automated decisions, and 24% will access the data that retailers hold on them. Many companies think they can use data as they have in the past and just “bluff their way through”.
It is not just a case of “opting-in”
You now have to hold the means by which the customer opted in. There has to be a person who has responsibility for data and who is an escalation point. In other words, data has grown up and you have to have the correct people and processes in place. Rogue salespeople with spreadsheets on laptops is also a no-no.
We expect many more retailers, not just Wetherspoons, to delete their customer databases. On purpose. The risks are too great.
Organizations need to seize this opportunity. Many will start using social media, not as yet another broadcast medium (similar to mail shots and emails) but as a way to have real conversations with customers.
As a social media only company, we are not a jack of all trades. We know our social media, so much and we have hired the best social media brains in the world to work for us. Check us out at social-experts.net before email becomes too expensive and too risky to sustain.
Digital Leadership Associates: We are a Social Media Agency. We do three things: Social Media Strategy, Social Selling and Social Media Management. Drop us an email and let’s talk about how we can make an impact on your organisation.