Achieving GDPR Compliance with GatedContent.com: Key Insights and Strategies (Full Transcript)

Speaker 1: Hi, and today we're going to talk about achieving GDPR compliance with gatedcontent.com. So first let's talk about what GDPR is. It stands for the General Data Protection Regulation and it was adopted in the EU in April 2016 and it builds on the existing data protection principles. And those previous principles were the EU Data Protection Directive from 1995. And there is a two-year grace period in which companies must become compliant and that will end in May 2018. So what happens if you're not compliant? Well failure to comply could be costly, up to 20 million euros or 4% of worldwide turnover. Important thing to note here is that multinational organizations are treated as single entities. So look at the core principles of GDPR. If we look at opt-ins, we talk about marketing opt-ins here, all contacts must provide consent to be emailed or contacted. The sender must be able to prove that consent was obtained. Soft opt-ins or implied consent are no longer enough. Disclaimers are not sufficient. The user must actively opt-in. Also the user has a right to be forgotten and that means if they request to be forgotten you must delete their contact data from your databases and platforms. So how does that affect your marketing? Well let's look at outbound marketing first. When we say outbound marketing we mean data that you hold that you're going to send outbound communication to. Firstly that's what you want to be doing is looking at what consent you currently have on record and when was that given, how old is it. Based on that information do you feel you can legally communicate to them now or do you need to seek further consent? Then let's look at inbound. When I say inbound I'm talking about acquiring new people from inbound marketing and converting them to known. When you're doing that you must ensure that you're obtaining consent at all times and that consent doesn't only include online it also includes physical events and offline acquisition and when you're obtaining that consent you must keep an audit trail of where that consent came from and what messaging they were responding to when they opted in and what the time and date of that opt-in was. So how can gatedcontent.com help with this situation? Gatedcontent.com is a platform that sits between your web presence and your marketing tech stack. It provides global governance of your webform user experience, of your data capturing during web conversion, the messaging around that web conversion and crucially it ensures compliance of marketing opt-in, provides global governance of those marketing opt-ins. How does it work? It provides an interface where marketers or content authors can configure the conversion forms that they want to deploy. It provides parameters for them to define the content piece they may be gating, tracking parameters, the messaging, the language and the form types they want to use. After they've configured that it provides them a simple embed code they put into the web page and the forms is simply deployed into the page and they're all mobile responsive. What that then does for you is it ensures that your marketing opt-ins are deployed everywhere and consistently, that your messaging is standardized. When we're actually performing those opt-ins that we're capturing the message that the users are responding to, we're capturing the date and time of that opt-in, we're capturing the location of that opt-in and we can either do that through geolocation technology or we can ask the user to provide that information and we can also do other things like hiding opt-ins once that user's already opt-in by using pre-population techniques from your marketing automation platform. This means we won't keep asking for an opt-in once the user's opted in. Additional facilities that gatedcontent.com provides is central monitoring and management of your form so you can see where they are, what pages they've been deployed to, which ones are being used and which ones are delivering optimal conversion. To find out more about gatedcontent.com contact us to arrange a demo.