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Online Privacy Guide
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| Autobytel Stylebook |
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| Updated |
Jun 10, 2004 21:44:56 |
| Rating |
0 | | Author | Brian Chee |
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Description:
Autobytel
Stylebook
Table of Contents
Foreword
Philosophy &
Demographics Guide
Who we’re speaking to and what they want to hear.
Words & Terms Guide
How to say things on the Internet, and about Autobytel Editorial &
Typography Guide
Consistent rules to govern content. Usability Guide
Keeping our eye on a set of core Web principles. Graphics/Design Guide
Standards and image specs to help keep our look professional. Online Privacy Guide
What we can and can't do with user information International Guide
A simple set of guidelines for our international partners
Bright Idea?
Click here to submit a word, term, rule or suggestion for the Stylebook.
Privacy Guide
Provide consumers with an enhanced online shopping experience through opt-in use of personal data, geographic information and personal data profiling.
On-site & Personalization
E-mail & Third Party
On-site & Personalization
On-site Rights
To use consumer data to provide a more valuable and personal user experience.
To share consumer data with on-site partners in order to facilitate the purchase process and improve the consumer experience.
To actively market goods and services to all consumers who join on-site personalization areas. All members are assumed opt-in, unless specified by the consumer.
To brand partner sites as part of the autobytel.com network, in order to facilitate the purchase process.
To use opt-in consumer data in off-site and off-Internet marketing.
To use consumer data in order to fulfill product and service promises, such as recall notices, service reminders, etc.
To pass limited consumer data to partners, as long as the client actively requests (click-through) the product or service.
On-site Rules
Provide shopping, research and service information without covert breach of privacy.
Allow access to all areas of the site with no opt-in requirement.
Clearly post areas of personalization.
Share data with partners only with active (click on a link) approval from the consumer, and clearly post areas of shared data on the Autobytel.com site.
Signal to consumer when leaving the autobytel.com network by using a "Powered by Autobytel.com" tagline on all non-autobytel.com pages.
Explain personal data-gathering tools, methods and practices with simple and concise definitions. This includes purchase request and credit card information.
Define how Autobytel.com plans to use opt-in, opt-out data.
Activate all e-mail status changes within 72 hours.
Allow for easy withdrawal from personalization areas.
Provide easy access to e-mail setting and consumer care information
Undergo a third party review of privacy standards every six months.
Create a "consumer advocate" position. This personal will watch trends, trouble shoot potential privacy conflicts and represent the consumer point-of-view.
Online Personalization
Create a "members only" category for consumers who join Autobytel.com sections.
Member e-mail campaigns to be managed by a separate CRM lifecycle.
Members are exempt from third party e-mails unless specifically requested by the consumer.
Member e-mails will use geographic and householding techniques to create a one-to-one relationship with consumers.
E-mail & Third Party
E-mail Rights
To market goods and services to all consumers who submit a request to purchase a product from autobytel.com, its accredited dealers or partners.
To market goods and services to all consumers who enter a request for service from autobytel.com, its accredited dealers or partners.
To actively market goods and services to all consumers who join on-site personalization areas. All members are assumed to be opt-in, until specified by the consumer.
To pursue revenue opportunities by sharing opt-in membership data with legitimate third-party organizations.
E-mail Rules
Provide a concise and understandable explanation of how Autobytel.com will use personal information.
Explain what e-mails consumers can expect to receive from Autobytel.com
Restrict e-mail marketing to automotive-related products and services.
Adhere to "touch" or consumer relationship guidelines in planning e-mail campaigns.
Retain creative control over all sponsored e-mail campaigns.
Provide html and text for all e-mail campaigns.
Provide consumer value to the e-mail marketing message.
Define a revenue benefit or business goal prior to launching an e-mail campaign.
Avoid "blast" e-mails to the company database. All mailings should have a minimum of 4 specifically defined personal segments.
Identify as "advertisement" all promotional/marketing and product teasers on service or other courtesy e-mail messages.(Ex.: Service Reminders)
Notify all customers of their opt-in/out status during each e-mail campaign, and provide a clear and easy way for customers to change their status.
Change opt-in/out status only when instructed by the consumer.
Third party campaigns
Examine the value of selling data (net revenue) vs. cost to consumer confidence, trust and credibility.
Restrict third party campaigns to non-automotive products, services and special offers
Protect consumer data from use in campaigns related to pornography, violence or any other adult-themed content.
Watchdog third party e-mail campaigns on a random basis. |
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