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Jason Falls of Doe Anderson #smo09 London


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10.35: Leveraging Social Media In Regulated Industries. When legal or regulatory compliance departments are presented with social media opportunities the risk assessment warning lights go on. But not …

10.35: Leveraging Social Media In Regulated Industries. When legal or regulatory compliance departments are presented with social media opportunities the risk assessment warning lights go on. But not participating in the social media space can be as risky for brands, even those in regulated industries. Jason Falls will discuss both the challenges and the paths to implementing social connections in regulated industries. By Jason Falls (Doe Anderson)

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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
  • 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 Gatetway
        • 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