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Social Media In Regulated Industries
 

Social Media In Regulated Industries

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Leveraging Social Media in Regulated Industries - A presentation by Jason Falls for SOMESSO - May 15, 2009 - London, England

Leveraging Social Media in Regulated Industries - A presentation by Jason Falls for SOMESSO - May 15, 2009 - London, England

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    Social Media In Regulated Industries Social Media In Regulated Industries Presentation Transcript

    • Leveraging Social Media In Regulated Industries Jason Falls Doe-Anderson SOMESSO London May 15, 2009
      • It’s A New Way Of Marketing
        • Honesty
        • Transparency
        • Responsiveness
        • Conversation
      • Banking
      • Pharmaceuticals
      • Health Care
      • Insurance
      • Publicly Traded Companies
      • Spirits
      • Truth In Lending
      • Truth In Savings & Overdraft Protection
      • Full Disclosures
      • All Communications Pre-Approved
      • Cannot Promote Ancillary Benefits
        • Consumer comments on corporate website still responsibility of company
        • Off-site discussions involving company officials can be construed as corporate communications as well
      • Government Mandated Review & Approval
      • Privacy Laws
      • Medical Advice Given Exposes Liability
      • Individual State Regulations (U.S.)
      • No Advice Unless Licensed In Specific State
      • Customers Will Ask For Advice
      • Regulation Fair Disclosure
      • Blogger Relations Challenge
      • Open Discussions Open Opportunity For Leaks
      • Self-Regulating Industry
      • Multiple Organizations World Wide
      • High Standards, LPA+ Audience
      • It’s The Right Thing To Do
      • Distilled Spirits Council of the United States
        • Code of Responsible Practices for Beverage Alcohol Advertising & Marketing
        • www.discus.org
      • Alcohol advertising/marketing intended for adults of LPA who choose to drink
      • No advertising in any manner directed or primarily appealing to persons below LPA
      • Advertising/Marketing Communications should only be placed in mediums where at least 70% of the audience is LPA * (Beam Global - 75%)
      • No depiction of children or images that appeal to children
      • No Santa Claus (yep, it is its own rule.)
      • No rite of passage messaging
      • Actors must appear 21 but must be at least 25
      • Social Responsibility & Good Taste Codes
        • Nothing that depicts anti-social, illegal or irresponsible behavior
        • No indecent images or language
        • No religious themes
        • No overt sexual activity, promiscuity or sexually lewd images or language
      • Website Codes
        • Must Have LPA Gateway
          • Hinders Search Engine Results
          • Blocks Content
        • Must Provide Parents Blocking Software
      • Rules Are There For A Reason
      • Not The Rules, But The Policing
      • We Cannot Circumvent Them
      • User-Generated Content
        • Must Comply With Policy, Copyright, Trademark
        • On Our Website, Our Responsibility
      • Immediacy Of Conversation
    • How To Succeed
      • Get Buy-in From Above
      • Work Closely With Legal/Compliance Team
      • Educate, Educate, Educate
      • Approach Content & Moderation As A Team
      • Develop Agreed Upon Response Timelines With Definitive Outcomes
    • Beam Global Examples
      • Beam Baja Twitter Tracker
      • Bill’s Blog
      • Canadian Club Facebook Group
      • Jim Beam “The Remake”
    • Don’t Forget!
      • Regulated Industries Present Opportunities To Innovate
      • Your Legal/Compliance Teams Are On Your Side
      • Bureaucratic Systems Can Be Nimble With Consensus
      • You Can Market Using Social Media Within The Rules
    • Let’s Connect Jason Falls VP, Director of Interactive & On-Line Communications Doe-Anderson Louisville, Ky. [email_address] Twitter: @JasonFalls +1.502.815.3257 www.socialmediaexplorer.com