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WOMMA 2012
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Transcript

  • 1. Marketing and Ethics
  • 2. Trust: Because It’s Cheaper
  • 3. Because It’s Faster
  • 4. Because You Have To
  • 5. Because You’ll Get Caught
  • 6. So?•DUH.
  • 7. Cultural Considerations
  • 8. Every Company is a Media Company >
  • 9. Risks of Non-Compliance • Legal Exposure / Liability • Court of Public Opinion • PR Nightmares • Regulatory Action / Investigations
  • 10. Lack of Space is No Excuse Include: • Your complete marketing message • Link to content • Call to action • Contest & promotion rules • Required disclosures10
  • 11. How Are People Addressing This• Rely on agency to handle it• Leaving it up to the influencer• Ad-hoc compliance solutions• Listening without understanding• Ignoring it• Best intentions vs. Best Practices11
  • 12. Review of Ethical Issues• Transparency• Brand Trust• Regulatory (Mention Ann Taylor Loft, Reverb Communications, Legacy Learning) ASA & OFT• Privacy, targeting and data collection (facebook)• Requirements
  • 13. Ethics in Practice• Process and policies• Monitoring and Documentation• Follow up and takedown• Size and scale of programs• Implementation
  • 14. Landscape Moving Forward• Continued focus on transparency & trust• FTC focus on monitoring and incentives• OFT & ASA• Programs getting larger and more complex
  • 15. Getting to Next Steps• Look back at key themes from the past few days• Leading experts and case studies• Plenty to think about (measurement, metrics for success, ethics, paid/owned/earned, brand trust, customer/influencer engagement, CRM)• Go back to your desks with key takeaways and tangible next steps
  • 16. Thank You• @robincarey• @socialmedia2day• @cmply