The Future of Privacy, An Optimist's View and What You Must Do To Win Customer's Trust

The Future Of Privacy, An
Optimist’s View And What You

Must Do To Win Customer’s
Trust
Shaun Dakin
Privacy and Transparency Strategist
@ShaunDakin
11/19/10 Dakin & Associates - @ShaunDakin 1

Today
①Who I Am, Briefly
②Privacy, defined?
③Where We Are Today Regarding Privacy Issues
(where to start?)
④An Optimist’s View Of Data and Privacy (Ignite
DC)
⑤Privacy By Design
⑥Practical Privacy Best Practices
⑦Discussion
@ShaunDakin
• Privacy and Transparency Are A Competitive
Advantage – It’s good for your business
• Privacy As More Than A Compliance Issue
– Can we ask the lawyers to leave?
• Bio:
• Ran FedEx.com in the 90’s
• Learned I did not love mortgage finance at Fannie Mae
• Stood up a non-profit fighting for voter privacy rights at
StopPoliticalCalls.org in 2007, Testified at US Senate in 08
• Consult on business strategy, privacy, transparency
communications and product development
Privacy Defined – By A Lawyer
Privacy is defined in the Generally Accepted
Privacy Principles (GAPP) as:
• “The rights and obligations of individuals and
organizations with respect to the collection,
use, retention, disclosure, and disposal of
personal information.”

We Are Our Data

The Cloud

Privacy Is About Control and Trust

It Takes A Village

Today’s Screaming Headlines Involve
Privacy Issues
• Your Great Granddaddy Had Syphilis And Now
Everyone Knows It (Healthcare privacy)
• Police: Thieves Robbed Homes Based On
Facebook, Social Media Sites (Social Media
privacy)
• “Don’t Touch My Junk” – TSA Body Scanning
and Full Body Search
• “Obama Administration To Create a Privacy
Czar” – Elevation of Privacy to Executive Level
Today’s Screaming Headlines Involve
Privacy Issues
“Don’t touch my junk”

#Privacy Not Explicitly Defined In The
US Constitution – Is Privacy Dead?
Opt In Vs. Opt Out
Control
Data – Day In The Life Of Shaun –
With Full Opt-In, On Election Day

What Is My Health, Now
Morning Shaun, It’s 9:42

AM!!! You are late !
Dr. Fox checked your

blood work overnight.
You are cleared for a 5.5
mile run this afternoon.
9:42
9:55
Can I Make My Meeting?
10:15
How’s My Mom Doing?
10:22
Message On Way To Work
Mr. Dakin, slow

down please.
Or, your good
driver discount
may be
revoked!
10:29
Crap, Boss Videoing In
10:43
It’s Election Day
11:15
I Get a Call, From My Son’s School
11:45
Son?
12:17
My Phone Alerts
Me
1:23
Honey?
1:34
Time to Vote
4:46
Night Night
10:34
Privacy And Trust: A Competitive
Advantage
• Trust Is Critical For Any Organization:
– How Do You Build It In To Your Processes,
Procedures, Services and Products?
• How Can You Design Products / Websites /
Programs By Asking:
– Does This Build Trust With Our Member?
• Privacy and Trust By Design

PbD

Best Practices For Organizations
Around Privacy and Trust
• Realize:
– No One Reads Your Privacy Policy
• Lawyers:
– Following the Letter of the Law is Not Enough
• Think “Does This Earn The Trust Of The
Customer?” vs. “How Do We Comply With
The Letter Of The Law?”
• Transparency is key

Be Clear And Use Real Language
• Ask: Do We Really Need To Collect This Data?
• Use Clear Communications Around Use Of Data
– No lawyers in the room, use writers, copy editors,
communications people
• Explain
– This is Why We Use Your Data
– This Is How We Use Your Data
– This is Where We Use Your Data
– This is Who We Share Data With
– This is How to Opt-Out

What If Steve Jobs Designed
Privacy Notices?

Use Visuals

Not

Practical Privacy Communications
Suggestions
①Collect Less Data. Do you need to collect that
data?
②Communicate Often and Before Any Legal Privacy
Policy
③Communicate Privacy and Data Issues in Multiple
locations on and offline
④Place Disclosures In All Relevant
Communications, on and offline
⑤Always On Disclosure

Don’t Fear The Opt Out - TRUSTe
Source > http://www.truste.com/blog/?p=987

Don’t Fear The Opt Out - TRUSTe
①Goal – Provide enhanced notice outside
privacy policies
②Learning
① 2x consumers clicked on icon vs privacy policy
② Few consumers changed their preferences
③ Consumers valued the education and information
and were not as alarmed as expected
③Build Trust With Consumers

Privacy Crisis – “Run To The Crisis”
①Apologize, quickly
②Thank (Community) For Bringing Issue(s) To Your
Attention
③Separate the Organization From Any Wrongdoers
④Concrete Next Steps To Make Sure It Does Not
Occur Again
① Communicate To All Internal Stakeholders
② Consider A Special “hot-line” and website to deal with
questions

Trends and Issues
• Legislation and Executive Privacy Czar
• Location Based Services (Mobile)
• Health Records (EHR)
• Life Of Data – Storage
– Forgettable Data
– Right to be forgotten (EU)
• Identity Theft
• Inference Data – Behavioral Advertising

Discussion

Thanks
• Shaun Dakin
– Twitter:
• Business @ShaunDakin
• Advocacy
– @PrivacyCamp
– @EndTheRoboCalls
– Email: Open this link
• http://scr.im/shaundakin
– Google Voice: 703-829-0854

Resources
• FTC
– http://www.ftc.gov/bcp/edu/microsites/idtheft/business/data-
breach.html
• Privacy Data Laws
– http://www.privacybydesign.ca/publications/privacy-maps/
• Privacy By Design
– http://www.privacybydesign.ca/
– http://knowledge.wpcarey.asu.edu/article.cfm?articleid=1927
• Crisis Communications
– http://www.levick.com/resources/topics/articles/running_to_crisis.php
• Tools
– Google > http://www.google.com/intl/en/privacy.html
– Ad Blocking: Ghostery > https://addons.mozilla.org/en-
US/firefox/addon/9609/

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The Future Of Privacy, An

Optimist’s View And What You

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Opt In Vs. Opt Out

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Morning Shaun, It’s 9:42

Dr. Fox checked your

Mr. Dakin, slow

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Source > http://www.truste.com/blog/?p=987

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