Top Social media marketing trends for 2020

So as we head into the silly season of Christmas what are the top 10 #socialmediamarketing trends in Ireland into the year 2020?

Quite a number of clients are asking about the #socialmedia marketing trends in Ireland for 2020..
 let's take a look over the next few blogs.. or will it be with vlogs? 

More privacy and security

There is definitely a consensus and trend out there in relation to #privacy and security issues: social media's future will lie in ensuring these are regulated.

Privacy has always been a main concern on #socialmedia by some, however, this is now a concern for the majority no longer just the minority.
Social media marketing has become hyper targeted; what the correlation is of course is highly relevant content to the viewer.
 The best social media marketing companies  will identify when they are overreaching over personalising and over familiarising content.
 Yes, customers want a personal experience and individualised experience on any of the company's touchpoints, however over the next few years,  companies need to identify the line between creepy and personalized content.
 In a funny kind of way customers and consumers know how much information big tech companies have on all of their online activities but they like to pretend or ignore or they don't!

This is because, on any platform, we have our information exposed to the platform.

Take Tik Tok or Instagram for an example, we sign up for the account, we fill out some basic information about us.

And as we keep on using it, we are prompted to fill out, or consent to, more and more Information.

This data is then collected by the social media marketing companies.. This is the same for all kinds of social media platforms, whether it be TIK TOK exploding on the scene, or Instagram


But what we see is they are pushing towards data privacy and security more than ever before, because they are conscious that they risk alienating customers and consumers.

Next blog we're going to look at how video is going to become the primary type of content over the next 12 to 18 months….

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10. ... it isn’t only your website that needs to be GDPR compliant

Changes with #GDPR will change a large part of the business, and in the last few blogs we have focused solely on its effect on Digital Marketing

As you start changing your website and digital activity to adjust, that there are a whole lot of issues you need to consider


The data protection commissioner has provided some excellent tips
www.dataprotection.ie/en/organisations
but here are a few key questions to be considering now right now

• You probably have personal data stored in various places around the business. Do you have a good knowledge & understanding, and documented record of the data you hold?
• Do you need to either gain or refresh consent for the data that you possess?
• Do you have a defined written policy for how long you keep personal data, so you don’t retain it unnecessarily, and ensure it’s kept up to date?
• Is your data being held securely, keeping in mind both technology and the human factors in data security? Keys, Pin Codes, Encryption etc.
• Whether you are a data controller or data processor (or both), do you have the correct legal arrangements/documents in place?

​So, the underlying issue with the new GDPR  is to identify and have in place contracts with your third-party data processors to protect both your own interests.

As one of the top website design and SEO companies in Ireland www.cosmos.ie has years of experience in website management and search engine optimisation in Ireland.
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9. What about Google Analytics and #GDPR?

Most of my client website are configured to use Google Analytics or similar to track user journeys, mainly to improve the customer experience.
However Google Analytics has always been an anonymous tracking system as is their AI based Algorithm.
There is no “personal data” being collected,(as a general rule) so I believe GDPR does not impact on its usage.
Its different altogether with Google Tag Manager; it’s a powerful tool that enables your website to send information to third-party applications by inserting small amounts of code. Its used for things such as external remarketing and retargeting systems, and a host of other services. The issue for businesses with regards to Tag Manager is to ensure you have a contract in place with the individuals that have access to your Tag Manager (which may well be your web designer, or digital marketing agency) to ensure they understand their legal responsibilities as a data processor on your behalf as data controller.( The same of course applies when your collecting Data in the Dashcam of your car)
If you are interested in Google’s commitment to #GDPR then a good place to start is here   How Google complies with data protection laws
So, the underlying issue with the new GDPR  is to identify and have in place contracts with your third-party data processors to protect both your own interests.

As one of the top website design and SEO companies in Ireland www.cosmos.ie has years of experience in website management and search engine optimisation in Ireland.
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​Things are not so straightforward when it comes to third-party tracking software!

A significant number of websites are using third-party marketing software solutions or even AI on their website.
These could be lead tracking applications like Lead Forensics, Leadfeeder or CANDDI.
They may be using call tracking applications like Call Tracking or Ruler Analytics.
All great tools for generating leads but be wary:
The use of these tracking applications raise some very thought provoking questions in terms of GDPR compliance, and in my opinion, its still remains a grey area. 
At first view, these applications track webusers in ways they would not expect and for which they have not granted consent.  EG., it is tracking my behaviour each time I return to the website, or view a specific page on your site, or complete specific action.
But the suppliers of these applications assure us they are GDPR compliant.
First, the suppliers like CANNDI are advising that banners stating clearly and unambiguously that cookies are being used,
the software suppliers say that the use of cookie tracking technology is in the legitimate interest of your business as a data controller, and specifically Section 47 allowing for “processing for direct marketing purposes or preventing fraud.”
CANNDI advises:
Legitimate​ ​Interest​ ​-​ ​If using the legitimate interest principle within your website tracking it is advisable to have on record during your GDPR preparation that this is the case. This should include the grounds on which you are using this.

The providers of these tools are stating that they are GDPR compliant. But if the software is doing anything illegal, then it is your business’ responsibility as the Data Controller. The real question is to identify the GDPR compliance risks in using this kind of software, and to reduce or eliminate your risks as a business owner. As a result, you need to review your contract with these software providers carefully.

As one of the top website design and SEO companies in Ireland www.cosmos.ie has years of experience in website management and search engine optimisation in Ireland.
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​7. Online payments and payment processing how to comply with GDPR rules
​
If you have an e-commerce website, as many of our clients do, (thanks to the excellent Trading Online Voucher Scheme*more information on scheme here)then you are more than likely going to be using a payment gateway whether it be PayPal, Stripe, Woo Commerce, etc. Your own website more than likely be collecting personal data before passing the details onto the payment gateway.

If this is the case,which it probably is your website will be storing personal data after the information has gone through to the payment processor,  you will need to change your web processes to remove any personal data after a 'reasonable period', for example, 60 days. GDPR legislation is not explicitly clear about the exact number of days, it is your own judgement as to what can be defended as 'reasonable and necessary.'
Over the next few months we will see this clarified through the European courts in the various nation states.

Next months blog we will look at Third party tracking software(such as Google analytics) and how these fit with GDPR rules.

*Local enterprise office will fund up to 50% of the cost)

​6. How do I get Privacy notice and terms and conditions correct for GDPR on my website?
​
The Data Protection Commission office has very kindly provided a sample privacy notice that you can use on your website.

It is succinct, transparent, and makes for easy.

You will also need to update your terms and conditions on your #website to reference #GDPR terminology.
Of course you will need to make it completely clear what you will do with the information once you’ve captured it, and how long you will keep this information both on your website and also on your systems.
Needless to say you will also need to implement the other changes in your website highlighted in my blogs over the last few weeks.
​
As one of the top website design and SEO companies in Ireland www.cosmos.ie has years of experience in website management and search engine optimisation in Ireland.
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No. 5. Named parties, naming the names!

Any website forms must clearly show each party or business for which the consent is being given. It is not satisfactory to say specifically defined categories or the great cover all of third-party organisations: they must be specifically named in the form.

In this example, you can see Tesco Mobile Ireland understands the gist that we need to give named permissions for updates
​

Of course the other rule applies too in this context: opt in rather than opt out.

As one of the top website design and SEO companies in Ireland www.cosmos.ie has years of experience in website management and search engine optimisation in Ireland.
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​4. It has to be Easy to withdraw permission or opt-out.

It must be just as easy to remove consent as it was to grant it, and individuals always need to know they have the right to withdraw their consent.

In terms of your web user experience, this means unsubscribing could consist of selectively withdrawing consent to any or all forms of communication:

Or easily change the frequency of communication, or stop all communications entirely:

See images for some excellent examples of how it should be done


What is the best webdesign company ?
​So if you require help with your website design and SEO www.cosmos.ie
#websitedesign #websitedesigner #WEBSITEDESIGNS #websitedesigners #WebsiteDesigning #websitedesigncompany #GDPR #compliance
​As one of the top website design and SEO companies in Ireland www.cosmos.ie has years of experience in website management and search engine optimisation in Ireland.
#WebsiteDevelopment #websitelaunch #websitebuilder #websitedeveloper #websitetraffic #websitesGDPR ​

3. Granular Opt-In
How do I make my website GDPR compliant?

In order to make your website GDPR compliant any of your website users should be able to provide separate consent for different types of information processing of their data 

Users should be able to provide separate consent for different types of processing.

In this example, the awards company are asking for specific permission for each type of processing (post, email, telephone) and also asking permission to past details onto a third party.

Good practice..

​

What is the best webdesign company ?
​So if you require help with your website design and SEO www.cosmos.ie
#websitedesign #websitedesigner #WEBSITEDESIGNS #websitedesigners #WebsiteDesigning #websitedesigncompany #GDPR #compliance
​As one of the top website design and SEO companies in Ireland www.cosmos.ie has years of experience in website management and search engine optimisation in Ireland.
#WebsiteDevelopment #websitelaunch #websitebuilder #websitedeveloper #websitetraffic #websitesGDPR ​

2. Unbundled Opt-In

The consent you are asking for should be set out separately for accepting terms and conditions, and acceptance of consent for other ways of using data.

In this example, Tesco clearly set out the acceptance of their terms and conditions, but then fail to separately set out the active opt-in for their contact permissions: it's opt OUT by default....tut tut again

It’s a shame Tesco didn’t get the option to be more granular in terms of communication opt-in preferences (email, SMS, post)too.

POOR user experience, and must be changed. Each form of communication must be requested separately, so ask for permission separately for Phone, email etc

GDPR Opt In Fail.

Have you any examples you may have seen recently?

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What is the best webdesign company ?
​So if you require help with your website design and SEO www.cosmos.ie
#websitedesign #websitedesigner #WEBSITEDESIGNS #websitedesigners #WebsiteDesigning #websitedesigncompany #GDPR #compliance
​As one of the top website design and SEO companies in Ireland www.cosmos.ie has years of experience in website management and search engine optimisation in Ireland.
#WebsiteDevelopment #websitelaunch #websitebuilder #websitedeveloper #websitetraffic #websitesGDPR