1. Social Media Data
20 June, 2012
BDMA Dday Legal

2. Legal framework : Introduction

3. Legal framework
Use of data available on social networks for DM
purposes
Triple protection :
1. Privacy rules :
• Compatibility of the purposes
• Transmission of the data
• Opt in
2. The law of the intellectual property on the databases
Use of the data with the prior consent of the database owner
3. General terms and conditions

4. Facebook - Legal
You can not use user data without permission!
– Impossible to get (authorised) data through the Facebook API from
• Public profiles
• Friends
• Fan pages/likes
Crawling

5. Facebook Connect/Login
Facebook Connect
– Allowing Facebook users to register with ther Facebook identity on any
site
– Possible to personalize site via Facebook user data

6. Facebook Connect/Login
Most importantly … Facebook Connect is the only way to ask
users for their permission to use data!
– Data you can use depends on the Permission you ask for

7. Facebook Connect/Login
Permission example
– If you ask for
the default
permission,
you get
• Facebook_id
• First_name
• Last_name
• Gender
• Locale
• Link
• 3rd party ID
• Timezone
• Updated time
• Verified
• Picture
unique
identification
number

8. Facebook Connect/Login
Permission example
– If you ask for
the e-mail
permission,
you get
• E-mail
• (Opt-in?)

9. Facebook Connect/Login
Permission example
– If you ask for
offline
(any time)
access,
you get
• Batch access
to permitted
data

10. Facebook Connect/Login
Permission example
– If you ask for
friend list,
you get
• Friends link
(not info from
friends)

11. Facebook Connect/Login
Permission example
– If you ask for
profile info,
you get
• Biography
• Birthday

12. Facebook Connect/Login
• Permission example
– If you ask for
family &
relationship info,
you get
• Relationship
status
• Friends
relationships
• Family
members

13. Facebook Connect/Login
Other info you can request through Facebook Connect
user_about_me
user_activities
user_birthday
user_education_history
user_events
user_groups
user_hometown
user_interests
user_likes
user_location
user_notes
user_online_presence
user_photo_video_tags
user_photos
user_relationships
user_relationship_details
user_religion_politics
user_status
user_videos
user_website
user_work_history
email
read_friendlists
read_insights
read_mailbox
read_requests
read_stream
xmpp_login
ads_management
user_checkins
friends_about_me
friends_activities
friends_birthday
friends_education_history
friends_events
friends_groups
friends_hometown
friends_interests
friends_likes
friends_location
friends_notes
friends_online_presence
friends_photo_video_tags
friends_photos
friends_relationships
friends_relationship_details
friends_religion_politics
friends_status
friends_videos
friends_website
friends_work_history
manage_friendlists
friends_checkins
publish_stream
create_event
rsvp_event
sms
offline_access
publish_checkins
manage_pages
http://developers.facebook.com/docs/reference/api/user/

14. Facebook Connect/Login
Facebook users can get overview of permissions at …

15. Facebook Connect/Login
Don’t ask too many
PERMISSIONS
at the same time

16. Facebook Connect/Login Possibilities
E-couponing, newsletter subscription, contest, …
Advertiser DB
Pre-filled form
to confirm
& capture NAW
iFrame!!

17. Facebook Contest
Facebook Contests & Competitions
– Actively regulated and monitored by Facebook to protect their users
– Guidelines at www.facebook.com/promotions_guidelines.php
– How?
• Compliance with the regulations governing the promotion
• In the promotion : release of Facebook by each participant, aknowledgment
that the promotion is not administrated by or associated with Facebook
• Information that the participant is providing information (data) to the
organisator of the contest (and not to Facebook)

18. Facebook Contest
Facebook Contests & Competitions
• You must not condition registration or entry upon the user taking any action
using any Facebook features or functionality other than liking a Page,
checking in to a Place, or connecting to your app. For example, you must
not condition registration or entry upon the user liking a Wall post, or
commenting or uploading a photo on a Wall.
• You must not use Facebook features or functionality as a promotion’s
registration or entry mechanism. For example, the act of liking a Page or
checking in to a Place cannot automatically register or enter a promotion
participant.
• You must not use Facebook features or functionality, such as the Like
button, as a voting mechanism for a promotion.
• You must not notify winners through Facebook, such as through Facebook
messages, chat, or posts on profiles (timelines) or Pages.

19. Facebook Info
Need more information?
– Facebook Basics
• https://www.facebook.com/help/?page=260315770650470&ref=hcnav
– The Facebook Blog
• https://blog.facebook.com/
– Facebook Marketing Solutions Timeline Page
• https://www.facebook.com/marketing
– Build Your Brand with Facebook Pages
• https://www.facebook.com/help/?page=198605806884743&ref=hcsubnav
– Facebook Ads & Business Solutions
• https://www.facebook.com/help/?page=195623423828629&ref=hcnav
– Facebook Advertising Guidelines
• https://www.facebook.com/ad_guidelines.php
– Facebook Promotions Guidelines
• https://www.facebook.com/promotions_guidelines.php
– Facebook Cover Guidelines
• https://www.facebook.com/help/search/?q=cover+guidelines

20. Facebook
Need more information?
– Facebook Pages Guidelines
• https://www.facebook.com/page_guidelines.php
– Facebook brand permissions center
• http://www.facebook.com/brandpermissions/logos.php
– Facebook Platform Policy (apps on pages must adhere to these)
• https://developers.facebook.com/policy/
– How to make a Facebook milestone
• https://www.facebook.com/help/?faq=279680818764230#What’s-a-milestone?-How-do-
I-make-a-milestone-for-my-Facebook-Page?
– Facebook Community Standards
• https://www.facebook.com/communitystandards
– Facebook Data Use Policy
• https://www.facebook.com/about/privacy/
– Facebook Statement of Rights & Responsibilities
• https://www.facebook.com/legal/terms
– Facebook Apps, Games & Credits
• https://www.facebook.com/help/?page=310847352301318&ref=hcnav

21. Facebook
Need more information?
– Facebook App Basics
• https://www.facebook.com/help/?page=222844857728639
– Facebook App Guidelines
• https://developers.facebook.com/docs/guides/canvas/
– Facebook Personal Timeline
• https://www.facebook.com/help/timeline
– Facebook Safety Timeline Page
• https://www.facebook.com/security
– Facebook Family Safety Center
• https://www.facebook.com/help/safety

22. Linkedin
Sign in with LinkedIn
– Ask for an opt-in
– Get acces to ALL the user data …

23. Linkedin
Member Profile (& Linkedin People)
– Bring member profiles to your site
– Discover professional connections

24. Linkedin

25. Linkedin
Company Insider
– Insights about companies

26. Twitter
Twitter Data
– Open…
Legal

28. Twitter Identification
Identification estimate

29. Case
Facebook fanpage Côte d’Or (not brand-owned)
– 100.000 fans
Since 2010 « Official taster » platform
– Contests
– Information
– Comment on products (after entering barcode)
– Major success
• 167.000 members
– 75.000 Fr
– 92.000 Nl
• 50% connects daily
• 78.000 users commented products
• 5.000 users commented 20 times
• 89.000 coupons printed
CRM
Source: Bizz.be; http://bizz.rnews.be/fr/economie/business/business-tips/zzap/comment-cote-d-or-se-passe-de-facebook/article-1194997886939.htm

30. THANK YOU