Variety of Social Networks                                      Publish                          MMO                      ...
Social Media‘s many opportunities for a company                                                     Opportunities         ...
How enterprises are affected                          Pressure                                      Impact                ...
Social Media risk areas15.2.2013   5   Liiketoiminnan lait -seminaari                Turvallinen ja tehokas sosiaalinen me...
Social Media and an enterprise            Company                                      User Agreement    Chef             ...
Social Media‘s organizational impact15.2.2013   7   Liiketoiminnan lait -seminaari                Turvallinen ja tehokas s...
Dimension 1: Official social media sites                                                                    The public    ...
Companies use Social Media► + June 2010 - Migros SinceSocial Media Products DirectoryMigipedia► - 2011 - Pril labels Mayco...
Social Media and data privacy►     Applications (Google AdSense, Google Analytics, transmission of      directories, etc.)...
Unfair competition, astro turfing►    Unfair competition and selling practices15.2.2013      11     Liiketoiminnan lait -s...
Intangible assets in Social Media Networks►    Example: Ernst & Young Facebook Profile                                    ...
Personality rights, sector specifics                                                            Personality rights15.2.201...
Dimension 2: Employees are communicating                                                                 Social Web  Compa...
What could go wrong whenemployees use Social Media?►    March 2011 – New York City Ballet     dancer makes jokes about his...
The right to use of Social Media on the job?                                                                              ...
Identity / account fraud Own your account. Be careful with accountgrabbing.15.2.2013   17   Liiketoiminnan lait -seminaari...
Are you allowed to screen applicants?►     A hint or link to an applicant‘s profile in a Social Media permits consultation...
Dimension 3: Externals are communicating                                                                Social Web        ...
What could go wrong whenexternals use Social Media?►    July 2011 - Hackers declare President     Obama by Fox News Twitte...
Use of trademarks►    Third party uses a registered trademark or a     trademark is disparaged     ► Complaint    to the o...
Social Media Monitoring and Web-Crawling►    Social Media Monitoring►    Web-Crawling15.2.2013     22     Liiketoiminnan l...
Social Media pillory►     A law firm planned to publish the      names of users illegally      downloading pornographic ma...
Social Media Governance depending onperspective                                       Social Media Strategy               ...
Ernst & Young – Social Media Strategy &Governance Approach                                                        Social M...
CV Peter Katko             Telefon      +49 89 14331 25951             Mobil        +49 160 939 25951             E-Mail  ...
Ernst & Youngin Liiketoiminnan lait -seminaari 14.2.2013 Helsingissä, Peter katko
Ernst & Youngin Liiketoiminnan lait -seminaari 14.2.2013 Helsingissä, Peter katko
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Ernst & Youngin Liiketoiminnan lait -seminaari 14.2.2013 Helsingissä, Peter katko

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Turvallinen ja tehokas sosiaalinen media, Social media’s impact on a company’s operations, Peter Katko, Partner, Head of IP/IT Law, Ernst & Young Germany

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Ernst & Youngin Liiketoiminnan lait -seminaari 14.2.2013 Helsingissä, Peter katko

  1. 1. Variety of Social Networks Publish MMO Share Social Discuss Games Social Virtual Media Social Net- Worlds works Micro- Lifecast blog Life- stream15.2.2013 2 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  2. 2. Social Media‘s many opportunities for a company Opportunities Social Media Social Media CRM for Internal Communication Social Media for Social Media Social Media for Internal Knowledge for Customer Public Relations Sharing Feedbacks Social Media for Social Media for Recruiting Innovation and Social Media for Social Media for Crowd Sourcing Branding and Internal Trainings Marketing Social MediaExternal Internal in theview view Enterprise Reputational Operational Risks regarding Risks regarding Social Media Regulations Social Social Media Engineering Compliance Strategic Security Risks regarding Risks regarding Social Media Social Media Privacy Risks 15.2.2013 3 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  3. 3. How enterprises are affected Pressure Impact New market entrants Market & competitive positioning Disruptive business models Pricing & Business model Strategy Blurring of friends vs. foe Eco-system orchestration Loss of control Marketing / Customer segmentation & strategy Chameleon consumers Sales & Service Cross-channel customer experience blueprint Front office silos exposed Marketing, Sales & Service effectiveness Operations & Supply Demand for flexibility & innovation Chain Lean process design Orchestration of complex eco-system Supplier & Partner networks Focus on agility and information flow IT & Technology Increased business demands Cloud Computing / delivery approach Explosion of data Information & data Rogue IT purchasing Integration & Security HR / Finance & RiskIncreased business demands Recruitment, Learning & growthDo more with less Org model, Performance & incentivesTransparency of everything Compliance & Risk15.2.2013 4 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  4. 4. Social Media risk areas15.2.2013 5 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  5. 5. Social Media and an enterprise Company User Agreement Chef Provider of Social HR Marketing Media Network Advertisment Services User Agreement User Agreement Employees Social Media Network Applicant Third Parties In SMN Third Parties15.2.2013 6 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  6. 6. Social Media‘s organizational impact15.2.2013 7 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  7. 7. Dimension 1: Official social media sites The public 1. Organisations use Social Media channels Company Companies are using social media channels extensively  Is there a social media strategy?  Are risks using social media platforms officially identified?  Are all relevant domains and names reserved?  …15.2.2013 8 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  8. 8. Companies use Social Media► + June 2010 - Migros SinceSocial Media Products DirectoryMigipedia► - 2011 - Pril labels Maycompetition with User Rating15.2.2013 9 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  9. 9. Social Media and data privacy► Applications (Google AdSense, Google Analytics, transmission of directories, etc.)► Social Media Networks► Company Chats Chef Marke- HR► Employee monitoring ting Employees Social Media Network Applicant Third Parties In SMN Third Parties15.2.2013 10 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  10. 10. Unfair competition, astro turfing► Unfair competition and selling practices15.2.2013 11 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  11. 11. Intangible assets in Social Media Networks► Example: Ernst & Young Facebook Profile Image rights Copyright on text IPR on trademarks and logos15.2.2013 12 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  12. 12. Personality rights, sector specifics Personality rights15.2.2013 13 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  13. 13. Dimension 2: Employees are communicating Social Web Company 2. Employees communicate via Social Media channels Companies have introduced social media policies  Are the policies touching the challenges of current social media channels?  Are the employees aware of the policies?  Are there regular awareness trainings?  …15.2.2013 14 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  14. 14. What could go wrong whenemployees use Social Media?► March 2011 – New York City Ballet dancer makes jokes about his boss► April 2009 – Bad YouTube Video of Domino’s Pizza Domino’s stock value drops extremely!15.2.2013 15 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  15. 15. The right to use of Social Media on the job? Company Chef Marke- HR ting Ways how a Company may act: Employees Social Media Network Use for business and Private use neither Use permitted without private purpose Only use for business No business or private possible nor any restrictions. permitted, however with purpose permitted use permitted permitted limitations ► Recommendation: In any case, issue a policy on the use of SMN ► Employee training for the use of Social Media Networks.15.2.2013 16 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  16. 16. Identity / account fraud Own your account. Be careful with accountgrabbing.15.2.2013 17 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  17. 17. Are you allowed to screen applicants?► A hint or link to an applicant‘s profile in a Social Media permits consultation► Research of a person must be documented and filed► Google ≠ LinkedIn ≠ Facebook► Not just employees, but also e.g. health insurance or bank loan applicants Private vs. professional profiles Company Chef Marke- HR ting Employees Applicant Social Media Network Third Parties In SMN Third Parties15.2.2013 18 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  18. 18. Dimension 3: Externals are communicating Social Web There are discussions about the company on social media channels  Are all relevant social media Company sites monitored?  Is there a risk analysis regarding incidents on social media channels?  Is there an incident response process?  … 3. External comment on the company through Social Media15.2.2013 19 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  19. 19. What could go wrong whenexternals use Social Media?► July 2011 - Hackers declare President Obama by Fox News Twitter account for dead► April 2011 - computer scientists tweet unnoticed over ZDFonline for six months► July 2012 – User announces termination of all contracts: More than 145,000 likes15.2.2013 20 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  20. 20. Use of trademarks► Third party uses a registered trademark or a trademark is disparaged ► Complaint to the operate of the relevant Social Media ► Action for injunction base on trademark protection (Restriction: Trademark protection is depending of the relevant territory, however the Internet is global) ► Claim based on unfair competition (Restriction: Only possible with competitors)Own your social media accounts!15.2.2013 21 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  21. 21. Social Media Monitoring and Web-Crawling► Social Media Monitoring► Web-Crawling15.2.2013 22 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  22. 22. Social Media pillory► A law firm planned to publish the names of users illegally downloading pornographic material ► Prohibited15.2.2013 23 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  23. 23. Social Media Governance depending onperspective Social Media Strategy The public 1. Organisations use Social Company or public Media channels instution Social Media Policy 2. Employees communicate via Social Media channels Social Media Awareness 3. External comment on the company through Social Media Social Media Assessment Social Media Monitoring15.2.2013 24 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  24. 24. Ernst & Young – Social Media Strategy &Governance Approach Social Media Strategy SWOT, Goals, KPIs Social Media Risk Social Media Management Sourcing Threats, gaps, areas of Insourcing, outsourcing improvements Social Social Media Data Media Social Media Policy Developement Integration, interfaces Quick Scan Policies, Guidelines Based on Ernst & Young Social Media Governance Maturity Modell Social Media Social Media Risk Technology Awareness Architecture, platform, Threats, gaps, areas of mobile devices improvements Social Media Monitoring KPI, Measuring, Monitoring15.2.2013 25 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
  25. 25. CV Peter Katko Telefon +49 89 14331 25951 Mobil +49 160 939 25951 E-Mail Peter.katko@de.ey.com ►Background ► Since 2010: Partner and Head of IP/IT law of Ernst & Young Law Germany ► 2002-2008: Attorney and partner with Holme Roberts & Owen, Munich, Head of IP/IT law ► Data protection officer for a DAX-group company and the largest German real estate owning company. ► Project for leading German food discounter on the migration to EDI Electronic Data Interchange (affecting data retention aspects). ► Project for leading German power supplier regarding off-shore hosting of data in the light of data privacy, tax, accounting and regulatory duties. ► Support of leading German food wholesale group regarding shared services center. ► Public German Bank: Legal advice regarding a large IT-Outsourcing-Project. ► Wirecard AG: Representation in various outsourcing projects in the payment industry (also towards Deutsche Telekom). ► Several projects on Cloud Computing in the banking sector (i.a. towards Amazon, for German savings banks). ► Leading German Healthcare and Chemicals group: Support in transfer of operation to an offshore shared services center. ► Languages: German (native); English and French (fluent); Spanish and Hungarian (basic)15.2.2013 26 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media

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