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Leveraging Social Media In Regulated Industries Jason Falls Doe-Anderson SOMESSO London May 15, 2009
<ul><li>It’s A New Way Of Marketing </li></ul><ul><ul><li>Honesty </li></ul></ul><ul><ul><li>Transparency </li></ul></ul><...
<ul><li>Banking </li></ul><ul><li>Pharmaceuticals </li></ul><ul><li>Health Care </li></ul><ul><li>Insurance </li></ul><ul>...
<ul><li>Truth In Lending </li></ul><ul><li>Truth In Savings & Overdraft Protection </li></ul><ul><li>Full Disclosures </li...
<ul><li>Cannot Promote Ancillary Benefits </li></ul><ul><ul><li>Consumer comments on corporate website still responsibilit...
<ul><li>Government Mandated Review & Approval </li></ul><ul><li>Privacy Laws </li></ul><ul><li>Medical Advice Given Expose...
<ul><li>Individual State Regulations (U.S.) </li></ul><ul><li>No Advice Unless Licensed In Specific State </li></ul><ul><l...
<ul><li>Regulation Fair Disclosure </li></ul><ul><li>Blogger Relations Challenge </li></ul><ul><li>Open Discussions Open O...
<ul><li>Self-Regulating Industry </li></ul><ul><li>Multiple Organizations World Wide </li></ul><ul><li>High Standards, LPA...
<ul><li>Distilled Spirits Council of the United States </li></ul><ul><ul><li>Code of Responsible  Practices for  Beverage ...
<ul><li>Alcohol advertising/marketing intended for adults of LPA who choose to drink </li></ul><ul><li>No advertising in a...
<ul><li>Social Responsibility & Good Taste Codes </li></ul><ul><ul><li>Nothing that depicts anti-social, illegal or irresp...
<ul><li>Website Codes </li></ul><ul><ul><li>Must Have LPA Gateway </li></ul></ul><ul><ul><ul><li>Hinders Search Engine Res...
<ul><li>Rules Are There For A Reason </li></ul><ul><li>Not The Rules, But The Policing </li></ul><ul><li>We Cannot Circumv...
<ul><li>User-Generated Content </li></ul><ul><ul><li>Must Comply With Policy, Copyright, Trademark </li></ul></ul><ul><ul>...
How To Succeed <ul><li>Get Buy-in From Above </li></ul><ul><li>Work Closely With Legal/Compliance Team </li></ul><ul><li>E...
Beam Global Examples <ul><li>Beam Baja Twitter Tracker </li></ul><ul><li>Bill’s Blog </li></ul><ul><li>Canadian Club Faceb...
Don’t Forget! <ul><li>Regulated Industries Present Opportunities To Innovate </li></ul><ul><li>Your Legal/Compliance Teams...
Let’s Connect Jason Falls VP, Director of Interactive & On-Line Communications Doe-Anderson Louisville, Ky. [email_address...
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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

Published in: Business, News & Politics

Transcript of "Social Media In Regulated Industries"

  1. 1. Leveraging Social Media In Regulated Industries Jason Falls Doe-Anderson SOMESSO London May 15, 2009
  2. 2. <ul><li>It’s A New Way Of Marketing </li></ul><ul><ul><li>Honesty </li></ul></ul><ul><ul><li>Transparency </li></ul></ul><ul><ul><li>Responsiveness </li></ul></ul><ul><ul><li>Conversation </li></ul></ul>
  3. 3. <ul><li>Banking </li></ul><ul><li>Pharmaceuticals </li></ul><ul><li>Health Care </li></ul><ul><li>Insurance </li></ul><ul><li>Publicly Traded Companies </li></ul><ul><li>Spirits </li></ul>
  4. 4. <ul><li>Truth In Lending </li></ul><ul><li>Truth In Savings & Overdraft Protection </li></ul><ul><li>Full Disclosures </li></ul><ul><li>All Communications Pre-Approved </li></ul>
  5. 5. <ul><li>Cannot Promote Ancillary Benefits </li></ul><ul><ul><li>Consumer comments on corporate website still responsibility of company </li></ul></ul><ul><ul><li>Off-site discussions involving company officials can be construed as corporate communications as well </li></ul></ul>
  6. 6. <ul><li>Government Mandated Review & Approval </li></ul><ul><li>Privacy Laws </li></ul><ul><li>Medical Advice Given Exposes Liability </li></ul>
  7. 7. <ul><li>Individual State Regulations (U.S.) </li></ul><ul><li>No Advice Unless Licensed In Specific State </li></ul><ul><li>Customers Will Ask For Advice </li></ul>
  8. 8. <ul><li>Regulation Fair Disclosure </li></ul><ul><li>Blogger Relations Challenge </li></ul><ul><li>Open Discussions Open Opportunity For Leaks </li></ul>
  9. 9. <ul><li>Self-Regulating Industry </li></ul><ul><li>Multiple Organizations World Wide </li></ul><ul><li>High Standards, LPA+ Audience </li></ul><ul><li>It’s The Right Thing To Do </li></ul>
  10. 10. <ul><li>Distilled Spirits Council of the United States </li></ul><ul><ul><li>Code of Responsible Practices for Beverage Alcohol Advertising & Marketing </li></ul></ul><ul><ul><li>www.discus.org </li></ul></ul>
  11. 11. <ul><li>Alcohol advertising/marketing intended for adults of LPA who choose to drink </li></ul><ul><li>No advertising in any manner directed or primarily appealing to persons below LPA </li></ul><ul><li>Advertising/Marketing Communications should only be placed in mediums where at least 70% of the audience is LPA * (Beam Global - 75%) </li></ul><ul><li>No depiction of children or images that appeal to children </li></ul><ul><li>No Santa Claus (yep, it is its own rule.) </li></ul><ul><li>No rite of passage messaging </li></ul><ul><li>Actors must appear 21 but must be at least 25 </li></ul>
  12. 12. <ul><li>Social Responsibility & Good Taste Codes </li></ul><ul><ul><li>Nothing that depicts anti-social, illegal or irresponsible behavior </li></ul></ul><ul><ul><li>No indecent images or language </li></ul></ul><ul><ul><li>No religious themes </li></ul></ul><ul><ul><li>No overt sexual activity, promiscuity or sexually lewd images or language </li></ul></ul>
  13. 13. <ul><li>Website Codes </li></ul><ul><ul><li>Must Have LPA Gateway </li></ul></ul><ul><ul><ul><li>Hinders Search Engine Results </li></ul></ul></ul><ul><ul><ul><li>Blocks Content </li></ul></ul></ul><ul><ul><li>Must Provide Parents Blocking Software </li></ul></ul>
  14. 14. <ul><li>Rules Are There For A Reason </li></ul><ul><li>Not The Rules, But The Policing </li></ul><ul><li>We Cannot Circumvent Them </li></ul>
  15. 15. <ul><li>User-Generated Content </li></ul><ul><ul><li>Must Comply With Policy, Copyright, Trademark </li></ul></ul><ul><ul><li>On Our Website, Our Responsibility </li></ul></ul><ul><li>Immediacy Of Conversation </li></ul>
  16. 16. How To Succeed <ul><li>Get Buy-in From Above </li></ul><ul><li>Work Closely With Legal/Compliance Team </li></ul><ul><li>Educate, Educate, Educate </li></ul><ul><li>Approach Content & Moderation As A Team </li></ul><ul><li>Develop Agreed Upon Response Timelines With Definitive Outcomes </li></ul>
  17. 17. Beam Global Examples <ul><li>Beam Baja Twitter Tracker </li></ul><ul><li>Bill’s Blog </li></ul><ul><li>Canadian Club Facebook Group </li></ul><ul><li>Jim Beam “The Remake” </li></ul>
  18. 18. Don’t Forget! <ul><li>Regulated Industries Present Opportunities To Innovate </li></ul><ul><li>Your Legal/Compliance Teams Are On Your Side </li></ul><ul><li>Bureaucratic Systems Can Be Nimble With Consensus </li></ul><ul><li>You Can Market Using Social Media Within The Rules </li></ul>
  19. 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
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