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

It’s A New Way Of Marketing

Honesty

Transparency

Responsiveness

Conversation

Banking Pharmaceuticals Health Care Insurance Publicly Traded Companies Spirits

Banking

Pharmaceuticals

Health Care

Insurance

Publicly Traded Companies

Spirits

Truth In Lending Truth In Savings & Overdraft Protection Full Disclosures All Communications Pre-Approved

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

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

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

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

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

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

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

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

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

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

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

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

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”

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

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