Social Advocacy – Opportunities andResponsibilities of Engaging your Employees    and Advocates in Social Channels        ...
Our MissionTo protect consumers and lessen regulatory burdens on businessto create an open and transparent marketplace• Si...
Agenda• Developing Trends• Need For Disclosure• Regulatory Landscape• Agency Risks• Updated WOMMA (US) Guidelines• Disclos...
Developing Trends•   Increasing reliance on advocate networks•   Episodic campaigns giving way to ongoing efforts•   Direc...
Need for Disclosure      • FTC:         Endorsements/Testimonials; Material connection disclosures      • SEC:         Ant...
Notable Events       • FTC Guidelines     (endorsements)            December 2009       • FTC action(endorsements)        ...
Risks of Non-Compliance                    • Court of Public Opinion                      – Consumers, bloggers,          ...
Agency RiskAdvertisers are responsible for the actions of theiragencies• Social media policies must be in alignment• Discl...
Updated WOMMA GuidelinesDraft released for public comments this week• Confusion around responsibilities of various stakeho...
Disclosure Considerations• Platforms• Programs  – Paid Review / Endorsement / Mentions  – Ambassador and Advocate Programs...
The ProblemHow toget this......into this               11
Current Solutions• Expect the agency to handle it• Leave it up to the influencer• Ad-hoc compliance solutions / hashtags• ...
What About Hashtags?                       13
What About Hashtags?• #AD• #SPON• #EndorseWhat is wrong?• No Context• Not designed for use• Tracking is limited• Does not ...
Simple Programs Can Be Complex                                 15
Ad Hoc Compliance                    16
Ad Hoc Compliance                    17
Ad Hoc Compliance                    18
Managing Scale   6/3   6/13   7/8   9/1                 19
CMP.LY – Iconic Compliance Standard                  Iconic Compliance StandardRobust Compliance Management, Reporting & D...
CMP.LY – Disclosure Standard                               21
CMP.LY - Social Media & MicrobloggingCMP.LY indicates that disclosure language applies & links to detail                  ...
CMP.LY in Use – Disclosure                             23
CMP.LY In Use – One Link Solution                                    24
CMP.LY In Use – Full Documentation                                     25
CMP.LY In Use - PinterestDocumented disclosure process                                26
CMP.LY In Use - PinterestDocumented disclosure process                                27
CMP.LY - How it Works                                                                    Note: Additional for multi-user p...
Manage Program Alerts - Overview
Eat Your Vegetables
What You See Today
Measuring Ripples
Measuring The Splash
Measuring Third Parties
Program Overview                   35
Program Reach & Amplification                                36
Social DashboardReach & Amplification Metrics
Twitter Dashboard
“It’s quick and easy, and  you can even do it onmicro-blogging services      such as Twitter.”        -Mashable     “Where...
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CMP.LY overview WOMMAUK 061812

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Social Advocacy – Opportunities and Responsibilities of Engaging your Employees and Advocates in Social Channels

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CMP.LY overview WOMMAUK 061812

  1. 1. Social Advocacy – Opportunities andResponsibilities of Engaging your Employees and Advocates in Social Channels Tom Chernaik CEO, CMP.LY
  2. 2. Our MissionTo protect consumers and lessen regulatory burdens on businessto create an open and transparent marketplace• Simplify and standardize regulatory compliance and disclosures for businesses to build brand trust with their consumers• Create tools to effectively and efficiently manage, monitor and measure marketing efforts• Enables companies of any size scale meet regulatory and disclosure challenges in the most efficient & cost effective manner• Provides consumers with a memorable and easy to understand disclosure of business relationships and practices 2
  3. 3. Agenda• Developing Trends• Need For Disclosure• Regulatory Landscape• Agency Risks• Updated WOMMA (US) Guidelines• Disclosure Considerations & Challenges• Why CMP.LY• Eating Your Vegetables• Measurable Insights
  4. 4. Developing Trends• Increasing reliance on advocate networks• Episodic campaigns giving way to ongoing efforts• Direct relationships with brands• Moving from traditional blogs across many channels• Unprecedented sharing & syndication of content• Employees, agencies and vendors as advocates• Heightened public awareness• Increasing focus of regulators• Scale of programs is challenging• Brands are concerned about trust, reputation & risk• Even traditionally regulated businesses are engaging• Larger budgets demand better measurement• Brands are expecting the agency to handle it 4
  5. 5. Need for Disclosure • FTC: Endorsements/Testimonials; Material connection disclosures • SEC: Antifraud; Compliance; Recordkeeping; Safe Harbor • FINRA: Conflict of Interest Disclosures; Suitability Disclaimers • FDA: Safety warnings; Fair balance information; Sunshine Act • FEC: Political disclosures in short-form social channels • OFT: UK Advertising Codes • ASA: Revised CAP Code • IPM/ISBA: Code of Conduct for Experiential Marketing • Privacy: Privacy Notices • Liability: Terms & Conditions; Offers; Contest Rules; Social Media Policies 5
  6. 6. Notable Events • FTC Guidelines (endorsements) December 2009 • FTC action(endorsements) April 2010 • FTC action (astroturfing) August 2010 • FTC action(affiliate marketing) March 2011 • FTC action (endorsements) November 2011 • State action (deceptive advertising) July 2009 • OFT action (UK) (endorsement) December 2010 • CAP Code Update (disclosure) March 2011 • Google Chrome (disclosure) January 2012 • ASA action (UK) (contests) January 2012 • ASA action (UK) (endorsement) March 2012 • FTC Workshop (disclosure) May 2012 • Class Action (disclosure) June 2012 • ASA action (UK) (endorsement) June 2012 6
  7. 7. Risks of Non-Compliance • Court of Public Opinion – Consumers, bloggers, – Social media backlash – Blacklisting • PR Nightmares – Scandals, reports & investigations – Bad press & negative opinions • Regulatory Action / Investigations – Significant legal costs – Penalties and settlement terms – Potential for erosion of brand trust • Legal Exposure / Liability – 3rd party lawsuits / consumer actions – Responsibility for representatives – Lack of documentation 7
  8. 8. Agency RiskAdvertisers are responsible for the actions of theiragencies• Social media policies must be in alignment• Disclosure and monitoring must be considered• Ask the right questions (subcontractors, vendors, platforms)• Increasing regulation – FTC, OFT, ASA, FINRA, FDA, Sunshine Act• Clients are expecting their agencies to lead these efforts Key takeaways:Need to lead with and provide clients with social media best practices 8
  9. 9. Updated WOMMA GuidelinesDraft released for public comments this week• Confusion around responsibilities of various stakeholders (Advertisers, Bloggers, Agencies, Vendors, Influencers)• Monitoring for disclosure and for claims• Syndication of content across channels• New platform challenges• Updated guidance from the FTC and other industry groups• Definitions and nomenclature – Advocate replaces Blogger – Marketer replaces Advertiser – Expand scope to encompass new platforms, programs and challenges – Define areas of concern (non-monetary incentives, promotions, etc.)• Includes areas of additional concern• http://womma.org/ethicsreview/
  10. 10. Disclosure Considerations• Platforms• Programs – Paid Review / Endorsement / Mentions – Ambassador and Advocate Programs – Sampling / Reviews / Gifting / Fly Aways / Haul Video – Contests / Promotions / Special Offers – Corporate Communications – Social Media Policy Compliance• Products – Influencer Incentives – Sponsored/Featured/Promoted Messaging – Sharing/Signs of Approval on Social Platforms 10
  11. 11. The ProblemHow toget this......into this 11
  12. 12. Current Solutions• Expect the agency to handle it• Leave it up to the influencer• Ad-hoc compliance solutions / hashtags• Rely on background &profile disclosures• Use site-wide disclosures• Lack of monitoring• Simply ignore it Best intentions vs. Best Practices 12
  13. 13. What About Hashtags? 13
  14. 14. What About Hashtags?• #AD• #SPON• #EndorseWhat is wrong?• No Context• Not designed for use• Tracking is limited• Does not scale 14
  15. 15. Simple Programs Can Be Complex 15
  16. 16. Ad Hoc Compliance 16
  17. 17. Ad Hoc Compliance 17
  18. 18. Ad Hoc Compliance 18
  19. 19. Managing Scale 6/3 6/13 7/8 9/1 19
  20. 20. CMP.LY – Iconic Compliance Standard Iconic Compliance StandardRobust Compliance Management, Reporting & Documentation Tools 20
  21. 21. CMP.LY – Disclosure Standard 21
  22. 22. CMP.LY - Social Media & MicrobloggingCMP.LY indicates that disclosure language applies & links to detail 22
  23. 23. CMP.LY in Use – Disclosure 23
  24. 24. CMP.LY In Use – One Link Solution 24
  25. 25. CMP.LY In Use – Full Documentation 25
  26. 26. CMP.LY In Use - PinterestDocumented disclosure process 26
  27. 27. CMP.LY In Use - PinterestDocumented disclosure process 27
  28. 28. CMP.LY - How it Works Note: Additional for multi-user programs1. Sign into your 2. Customize for 3. Invite participants into 4. Participants click CMP.LY account, specific policy the program. through to sign up select a program and language; add any and accept the policy. disclosure type. appropriate notes. Acceptance is Launch program. documented. 5. Participants receive 6. Participants posts 7. CMP.LY tracks the 8. CMP.LY generates appropriate code social media content, codes for real-time alerts; creates 3rd and/or badge including code/badge. analytics and party audit trail; monitors influencer archives all data. feeds for brand names & keywords. 28
  29. 29. Manage Program Alerts - Overview
  30. 30. Eat Your Vegetables
  31. 31. What You See Today
  32. 32. Measuring Ripples
  33. 33. Measuring The Splash
  34. 34. Measuring Third Parties
  35. 35. Program Overview 35
  36. 36. Program Reach & Amplification 36
  37. 37. Social DashboardReach & Amplification Metrics
  38. 38. Twitter Dashboard
  39. 39. “It’s quick and easy, and you can even do it onmicro-blogging services such as Twitter.” -Mashable “Where theres a challenge, theres Tom Chernaik probably a tech startup. CEOEnter CMP.LY, which aims 646.369.4555 to make compliance tom@cmp.lysimple for the Twitter and Foursquare users of the world.” http://cmp.ly -CNN Money 39

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