Law, as a marketing tool. E-commerce & legal.

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    22-Sep-2014

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Use law as a marketing tool. Presentation for e-commerce forum of October, 22 2013.

Transcript of Law, as a marketing tool. E-commerce & legal.

Page 1: Law, as a marketing tool. E-commerce & legal.

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E-Commerce & Legal aspects BY Matthias DOBBELAERE

(PARTNER AT LEGAL FIRM dejuristen / lesjuristes) +

(ICT-JURIST FOR BECOMMERCE) + (BOARD MEMBER FEWEB)

DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

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deJuristen

Page 4: Law, as a marketing tool. E-commerce & legal.

OR: HOW TO PROFIT FROM LAW?

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DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

Page 5: Law, as a marketing tool. E-commerce & legal.

+ CONTENTS

INTELLECTUAL PROPERTY SOCIAL & BLOGGING

+ Question?

PRIVACY

TRAINING

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DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

COOKIES

INFORMATION TERMS & CONDITIONS

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Intellectual Property: Why Should I Care?

COPYRIGHT & TRADEMARKS

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Page 7: Law, as a marketing tool. E-commerce & legal.

YOURS

TO TAKE? copyright on the web.

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Page 8: Law, as a marketing tool. E-commerce & legal.

CHECK WITH WEBDEVELOPER.

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Page 9: Law, as a marketing tool. E-commerce & legal.

(!) CRUCIAL:

TRANSFER OF IP RIGHTS

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DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

Page 10: Law, as a marketing tool. E-commerce & legal.

HOW DO I inform MY visitors?

INFORMATION, INFORMATION

DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

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INFORM YOUR VISITOR AND BE

TRANSPARENT.

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Page 14: Law, as a marketing tool. E-commerce & legal.

LEGAL OBLIGATIONS.

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DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

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DON’T BE EVIL.

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Page 16: Law, as a marketing tool. E-commerce & legal.

Terms and Conditions - Say what?

Deliver great work. Get paid for results.

DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

Page 17: Law, as a marketing tool. E-commerce & legal.

MAINLY RELEVANT FOR B2C.

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Page 18: Law, as a marketing tool. E-commerce & legal.

RIGHT OF WITHDRAWAL.

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CRUCIAL CLAUSE = €.

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Page 20: Law, as a marketing tool. E-commerce & legal.

HOW DO YOU MENTION THIS?

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1. SEPARATE BUTTON ON SITE

“WITHDRAWAL”.

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2. IN E-MAIL:

BOLD AND FRAMED IN.

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Page 23: Law, as a marketing tool. E-commerce & legal.

IF NOT? 3 MONTHS withdrawal.

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Page 24: Law, as a marketing tool. E-commerce & legal.

BUT THERE ARE EXCEPTIONS.

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PAY IN ADVANCE?

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DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

Page 26: Law, as a marketing tool. E-commerce & legal.

LIABILITY PARCEL IS LOST OR STOLEN.

SO, WHAT NOW?

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DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

Page 27: Law, as a marketing tool. E-commerce & legal.

PERIOD OF DELIVERY.

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DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

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LEGAL VS. BUSINESS.

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DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

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DELIVER AS PROMISED.

AND EXACTLY AS PROMISED.

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Page 30: Law, as a marketing tool. E-commerce & legal.

DON’T FORGET THE PRICE TAG.

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VALUE ADDED TAX.

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DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

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AND HANDLING AND DELIVERY FEES?

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DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

Page 33: Law, as a marketing tool. E-commerce & legal.

INFORM BEFORE CHECKOUT.

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Page 34: Law, as a marketing tool. E-commerce & legal.

T&C ENDLESS PoSSIBILITIES.

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DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

Page 35: Law, as a marketing tool. E-commerce & legal.

BY THE WAY: GET A QUALITY LABEL (BECOMMERCE / mylabel).

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DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

Page 36: Law, as a marketing tool. E-commerce & legal.

MY VISITORS, I know all about them.

PRIVACY

DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

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I've never looked through a keyhole

without finding someone was looking back.

Judy GARLAND.

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Page 38: Law, as a marketing tool. E-commerce & legal.

PRIVACY HANDLE WITH CARE.

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SELLING ID DATA?

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Page 40: Law, as a marketing tool. E-commerce & legal.

E-MAIL MARKETING. ANY RULES?

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DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

Page 41: Law, as a marketing tool. E-commerce & legal.

SOCIAL EVERYWHERE.

BLOGGING & SOCIAL MEDIA

DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

Page 42: Law, as a marketing tool. E-commerce & legal.

GREAT TOOLS.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 43: Law, as a marketing tool. E-commerce & legal.

DRAFT A SPECIFIC PRIVACY

STATEMENT FOR YOUR PAGE.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 44: Law, as a marketing tool. E-commerce & legal.

PLAY NICE WITH PAID CONTENT.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 45: Law, as a marketing tool. E-commerce & legal.

AGAIN: TRANSPARENCY IS KEY.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

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CAUTION WITH FACEBOOK CONTESTS.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

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CREATE A SEPERATE FB-APP!

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 48: Law, as a marketing tool. E-commerce & legal.

OH, IT’s JUST A COOKIE.

COOKIES

DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

Page 49: Law, as a marketing tool. E-commerce & legal.

TYPES OF COOKIES?

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 50: Law, as a marketing tool. E-commerce & legal.

BELGIAN LEGISLATION.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 51: Law, as a marketing tool. E-commerce & legal.

IMPLICIT CONSENT.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 52: Law, as a marketing tool. E-commerce & legal.

EXPLICIT CONSENT.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 53: Law, as a marketing tool. E-commerce & legal.

VIA BROWSER?

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 54: Law, as a marketing tool. E-commerce & legal.

DUTCH LEGISLATION.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

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EXPLICIT CONSENT!

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 56: Law, as a marketing tool. E-commerce & legal.

STRICT REGIME: CHAOS.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

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COOKIE MOBILE APP: COMING SOON

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

CHECK COOKIERECHT.BE

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COOKIE MOBILE APP: COMING SOON

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

CHECK COOKIERECHT.BE

Page 59: Law, as a marketing tool. E-commerce & legal.

SCREENS

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

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FREE APP WWW.COOKIEAPP.EU

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 61: Law, as a marketing tool. E-commerce & legal.

I NEED SOME TRAINING.

LEGAL TRAINING

DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

Page 62: Law, as a marketing tool. E-commerce & legal.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

CHECK COOKIERECHT.BE

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DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

CHECK COOKIERECHT.BE

Page 64: Law, as a marketing tool. E-commerce & legal.

+ LAW IS A MARKETING TOOL.

TELL ME MORE!

DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen

Page 65: Law, as a marketing tool. E-commerce & legal.

USE LAW AS A MARKETING TOOL.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 66: Law, as a marketing tool. E-commerce & legal.

DON’T HIDE LEGAL INFORMATION:

MAKE THEM READABLE.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 67: Law, as a marketing tool. E-commerce & legal.

NOT EVERYONE TRUSTS YOU/

YOUR WEBSHOP.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 68: Law, as a marketing tool. E-commerce & legal.

SO, GIVE them reassurance.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 69: Law, as a marketing tool. E-commerce & legal.

+ NO SPELLING MISTAKES.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 70: Law, as a marketing tool. E-commerce & legal.

+ NO CONFUSION.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 71: Law, as a marketing tool. E-commerce & legal.

+ NO CHEAP DESIGN.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 72: Law, as a marketing tool. E-commerce & legal.

+ NO LEGAL UNCERTAINTY.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 73: Law, as a marketing tool. E-commerce & legal.

= MORE CONVERSION.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 74: Law, as a marketing tool. E-commerce & legal.

ASK NOT WHAT YOU CAN DO FOR THE LAW.

ASK WHAT THE LAW CAN DO FOR YOU.

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MYLEX JURIDISCH NICHEKANTOOR // VOLG ONS: twitter.com/MYLEX oF facebook.com/MYLEX

Page 75: Law, as a marketing tool. E-commerce & legal.

Q&A BY MATTHIAS DOBBELAERE

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PARTNER AT deJuristen / LESJURISTES, ICT-JURIST AT BECOMMERCE AND BOARD MEMBER FEWEB

FOLLOW US VIA TWITTER (@deJuristen) oR FACEBOOK (/deJuristen).

DEJURISTEN - LESJURISTES // VOLG: twitter.com/deJuristen oF facebook.com/deJuristen


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