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Social Media In Regulated Industries
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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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  • 1. Leveraging Social Media In Regulated Industries Jason Falls Doe-Anderson SOMESSO London May 15, 2009
  • 2.
    • It’s A New Way Of Marketing
      • Honesty
      • Transparency
      • Responsiveness
      • Conversation
  • 3.
    • Banking
    • Pharmaceuticals
    • Health Care
    • Insurance
    • Publicly Traded Companies
    • Spirits
  • 4.
    • Truth In Lending
    • Truth In Savings & Overdraft Protection
    • Full Disclosures
    • All Communications Pre-Approved
  • 5.
    • 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
  • 6.
    • Government Mandated Review & Approval
    • Privacy Laws
    • Medical Advice Given Exposes Liability
  • 7.
    • Individual State Regulations (U.S.)
    • No Advice Unless Licensed In Specific State
    • Customers Will Ask For Advice
  • 8.
    • Regulation Fair Disclosure
    • Blogger Relations Challenge
    • Open Discussions Open Opportunity For Leaks
  • 9.
    • Self-Regulating Industry
    • Multiple Organizations World Wide
    • High Standards, LPA+ Audience
    • It’s The Right Thing To Do
  • 10.
    • Distilled Spirits Council of the United States
      • Code of Responsible Practices for Beverage Alcohol Advertising & Marketing
      • www.discus.org
  • 11.
    • 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
  • 12.
    • 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
  • 13.
    • Website Codes
      • Must Have LPA Gateway
        • Hinders Search Engine Results
        • Blocks Content
      • Must Provide Parents Blocking Software
  • 14.
    • Rules Are There For A Reason
    • Not The Rules, But The Policing
    • We Cannot Circumvent Them
  • 15.
    • User-Generated Content
      • Must Comply With Policy, Copyright, Trademark
      • On Our Website, Our Responsibility
    • Immediacy Of Conversation
  • 16. 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
  • 17. Beam Global Examples
    • Beam Baja Twitter Tracker
    • Bill’s Blog
    • Canadian Club Facebook Group
    • Jim Beam “The Remake”
  • 18. 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
  • 19. 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