How will the Sitecore Platform Tackle GDPR?.

how-will-sitecore-tackle-gdpr

If you work in the Digital Marketing sector, the General Data Protection Regulation (GDPR) is no stranger to you, and as the Enforcement date 25 May 2018 draws closer, we’re hearing more and more about it.

In this blog I will be exploring how GDPR features within the Sitecore platform and how those currently using the platform or considering a migration to it will be able address the regulation.

Sitecore 9

GDPR has been considered during the development of the latest release, Sitecore 9. You can find a number of privacy-by-design principles and new marketing features including the ‘Right to be Forgotten Feature’ of which I will focus on through this piece.

As an important marketing feature, Sitecore XDB collects personal data about site visitors; which is, of course, encrypted and protected. However, this data does contain sensitive PII data, so what happens if a someone requests for it to be erased?

The new feature in Sitecore allows you to anonymise this contact/visitor by executing the RightToBeForgotten method in the the Sitecore xConnect API. Once executed, the following contact changes will occur:

  • Deletion of all identifiers - known and anonymous
  • Clears all facets or facet properties marked PII sensitive
  • If a facet is marketing PII sensitive the entire facet is deleted
  • If a facet property is marked PII sensitive that property is rest to its default value
  • Consent information ExecutedRightToBeForgotten is set to true

To execute, call the ExecuteRightToBeForgotten and pass the contact in as argument.

client.ExecuteRightToBeForgotten(contact);

A detailed example of how to implement this method can be found here.

Sitecore 8.2

A recent update, Sitecore 8.2 update 7, has recently been released which enables The Right To Be Forgotten; a new remove contact PII sensitive data pipeline has been implemented.

To call this pipeline, all you need to do is pass the contact's GUID as argument, then it will do all jobs for you - including remove contact sensitive data in MongoDB, search index or even AutomationStates. Nice and Simple?

Sitecore.Pipelines.CorePipeline.Run("removeContactPiiSensitiveData", new

RemoveContactPiiSensitiveDataArgs(Guid.Parse(ContactGUID)));

Sitecore 8.0 and 8.1
Sagittarius have recently released their exclusive Sitecore 8.x GDPR Tool which will enable those on any version of 8 or 9 to implement the Right To Be Forgotten or the extraction of data. Find out more.

That’s everything for today about the Right to be Forgotten feature but as I said there are so many more features to try out in the latest release of Sitecore to help your brand prepare for GDPR!

Want to learn more about Sitecore? Speak to a member of our team today!

Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.

 

Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?

 
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Sagittarius
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Sagittarius

18 May 2018 - 6 minute read
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