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Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
Internet & Social Media issues for brand owners
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Internet & Social Media issues for brand owners

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Originally presented at client brand forum at Taylor Wessing, one of Europe's largest technology law firms.

Originally presented at client brand forum at Taylor Wessing, one of Europe's largest technology law firms.

Published in: Business
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  • Source: Flickr Creative Commons - Atlas: http://www.flickr.com/photos/22165999@N07/3181399338/
  • Source: Flickr Creative Commons – Digital Globe: http://www.flickr.com/photos/planetpub/3814162436/sizes/o/in/photostream/
  • Source: Flickr Creative Commons: Map of internet http://www.flickr.com/photos/48600098314@N01/3485479724/http://www.opte.org/
  • Increase in wireless digital spectrum to provide greater infrastructure for wireless web – wireless technologies already account for 3% of EU GDPSemantic web – meaningful machine manipulation
  • ‘Social media’ encompasses a broad spectrum of websites and tools, but all are defined by rapid micro-communications, content sharing/syndication and ‘real-time’ timeframes.Organisations need to develop an overall social media strategy, within which they have appropriate prioritisation, processes and employee guidelines for each (type of) social media channel.
  • Employees - social media use – brand ambassadors – raise importance of brand culture within the brand hierarchy, not just identity and positioning
  • Even ‘inactives’ are exposed to User Generated Content through search results, friends opinions etc Quote source: Forrester – Social Media Groundswell report - http://www.forrester.com/Groundswell
  • US military - Aug 09 – reaffirm ban Feb 10 – revoke ban, but emphasise policy & guidelinesQuote sources:Gartner – Notes on brand monitoring firms – Sept 07Source: http://www.marines.mil/news/messages/Pages/MARADMIN0458-09.aspxhttp://www.marines.mil/usmc/Pages/SocialMedia.aspx
  • Streisand effect – attempts to remove content from the internet result in its spreading widelyStreisand effect – California coastline was photographed – singer Barbra Streisand attempted to get the photo of her house removed – publicity caused people to copy the photo and post copies on other sites around the internet - http://en.wikipedia.org/wiki/Streisand_effectSource: Flickr Creative Commons – Barbra Streisand - http://www.flickr.com/photos/caro1000/1336076251/sizes/l/
  • Fake blogs, false posting on authentic sites, fake identitiesWalmartingacrossamerica.com key tag - FAKEL’Oreal – Journal de ma peau – fake blogger called ‘Claire’Sony - alliwantforxmasisapsp.com – fake hip hop blogger wanting a Playstation for christmasSony – 2005 pays $1.5M for ‘reviews’ from fake film criticSock pupetry - Employees posting bogus reviews on genuine sitesCan be corporate or political. Result? Viral vitriolEU's Directive on Unfair Business-to-ConsumerCommercial Practices makes such scams illegalLifestylelift fined $300K by State of New York for anonymous, fake, positive reviewsPhot source: Flickr Creative Commons http://www.flickr.com/photos/21342817@N00/3244673556/en.wikipedia.org/wiki/Astroturfinghttp://www.prwatch.org/node/8531Fake Blogs: http://news.bbc.co.uk/1/hi/business/7287413.stm
  • Sources: http://www.wired.com/threatlevel/2009/01/professed-twitt/www.twitter.com/safetyhttp://news.bbc.co.uk/1/hi/technology/7813558.stm
  • A whole spectrum of other threats to brandson the internetTraffic Diversion can include SEO manipulation (use of brands, slogans or trademarks located in visible text, hidden text, meta tags and title in order to manipulate search engine rankings), links (to third party or competitor sites), framed website, pay per click (Google Adwords) etcBrand abuse could entail incorrect use of logo or trademark imagesBrand compliance would entail that authorised third parties (or even parts of your own organisation) are using your brand or licensed trademarks appropriately
  • Phishers are finding new opportunities, and are reacting to anti-phishing efforts. Pharming can be conducted either by changing the hosts file on a victim’s computer or by exploitation of a vulnerability in DNS server software. DNS servers are computers responsible for resolving Internet names into their real addresses — they are the "signposts" of the Internet - http://en.wikipedia.org/wiki/Pharming“The release rate of malicious code and other unwanted programs may be exceeding that of legitimate software applications”.Symantec Internet Security Threat Report’ April 09 http://www.symantec.com/business/theme.jsp?themeid=threatreport
  • Emarketing such as search marketing, email marketing still need to be excecuted flawlesslyThe marketing mix has become broader and deeper
  • Source: Economist survey on social networking: http://www.economist.com/specialreports/displaystory.cfm?story_id=15351026Facebook – 450M users – 70% outside of US – growing by 500K per dayFacebook expects to do between $1.2 billion and $2 billion in sales this year.Go public in 2011 – investors anticipate a market cap of $35B - $40B (Google’s market cap on first day of trading in 2004 - $27B)Facebook successfully granted patent for its newsfeed feature - may be struck down as ‘obvious’ *(*Source:http://blogs.wsj.com/digits/2010/02/26/facebook-patents-the-news-feed/)
  • Sources: http://www.businessinsider.com/facebook-revenues-near-1-billion-2009-12?utm_source=Triggermail&utm_medium=email&utm_campaign=SAI%20Select%2C%20Thursday%2C%2012%2F17%2F09Target ads to Facebook members using page, location, gender, marital status,/relationships education, age, hobbies on education, workplaces, relationships, sexual preference, language, group membership, page membership, and application usage. Viral elements – e.g. Your profile is updated if you become a fan, and your friends are notifiedVirtual goods - Global virtual goods markets estimate at $5 billion, 30% margin akin to Apple apps, Skittels & P&G are amongst virtual goods brand adopters. Farmville and Mafia Wars are popular virtual games in Facebookhttp://www.businessinsider.com/how-much-ad-money-can-facebook-get-from-diaper-and-flower-sales-on-the-site-2010-3Facebook.com/advertising
  • On the social web, interruptive push advertising is basically spamGoogle’s Ad Words and Ad Sense programs deliver the vast majority of Google’s $22 billion in revenue, (approx a quarterof all online advertising revenue).Google has over one million advertisers.
  • www.Facebook.com/marmitebarsSoft launch – Dec 3rd 2009 – campaign launch Feb 19 2010Has 2,325 fans (March 8) – roadshow of cereal booth bar around London train stations – post user videos, videos, comments etc. Importantly – campaign tagline ‘What do you think?’ designed to generate conversation and individual interactionshttp://www.facebook.com/ninewestUS accessory retailer Nine West – Facebook commerce app on its ‘fan’ page – 15% discount - Over 56,000 fanswww.facebook.com/avonproductsincOver 103,000 fans. Make up video tips, rep locator, used for recruitment etc.Avon – Mark brand – friend-to-friend sales appOthers of note: 1-800 Flowers ,P& G Pampers -
  • Most brand monitoring services have been acquired by domain name registrars e.g. Envisional acquired by Netnames, Mark Monitor is an integrated service, but some remain independent e.g. Brand Dimensions
  • Social media also offers tremendous internal potential for large organisations – e.g. Reducing knowledge silos on intranets etc. Yammer.com Quote source:Bill Gates – Microsoft Tech Ed June 2008 http://www.microsoft.com/presspass/exec/billg/speeches/2008/06-03teched.mspx
  • *- NYC Council Member Gale A. Brewer, Chair of the Council’s Technology in Government Committee.
  • Transcript

    • 1. Internet/Social Media<br />Issues for brand owners<br />Taylor Wessing client brand forum<br />17.3.10<br />www.davidgreen.me.uk<br />
    • 2. Agenda<br />Social media in context<br />Risks<br />Rewards<br />Implementation<br />Social enterprise<br />New internet domains<br />Resources<br />Note: these slides are published under Creative Commons and available to download (some animations plus further details and references in notes view). Please feel free to re-use, but do please cite source .Thank you.<br />
    • 3. From this<br />From this.....<br />
    • 4. ...to this...<br />
    • 5. ..or more accurately, this.<br />
    • 6. Web - evolution<br />Web 1.0<br />Dial-up<br />Passive downloading<br />Peripheral comms activity<br />‘Bricks and clicks’ transactions<br />Limited business value<br />Web 2.0<br />Broadband<br />Rich media<br />User generated content<br />Customer conversations<br />Increasing business value<br />Semantic web<br />AI<br />Business value<br />Social web<br />Web 3.0?<br />Wireless<br />Intelligent agents<br />Machine manipulation<br />Inter-operable content<br />Strategic imperative<br />Knowledge<br />Information<br />Brochure-ware<br />2000<br />2005<br />1995<br />Today<br />Complexity & role of technology<br />
    • 7. Traditional brand promotion<br />One to many<br />Disruptive advertising<br />Alerting and awareness<br />PR<br />Staff<br />Comms idea<br />Ads<br />Physical<br />Direct marketing<br />Web<br />
    • 8. Social media<br />More than a movement from traditional media to online media<br />It is a fundamental cultural change that has far reaching implications<br />Control over customer conversations is no longer possible in this new world<br />All organisations operate in this changing social environment and must engage with this cultural and technological change if they are to influence these new conversations<br />“If you have a brand, you‘re under threat. Your customers have always had an idea about what your brand signifies, an idea that may vary from the image you are projecting. Now they‘re talking to each other about that idea. They are redefining for themselves the brand you spent millions of dollars creating.”ForresterGroundswell Report<br />
    • 9. Social media spectrum<br />Social video, photo & audio<br />Social bookmarking<br />Social networks<br />Wikis<br />Microblogs<br />Blogs<br />Widgets & Mashups<br />Social media<br />
    • 10. Social media spectrum<br />
    • 11. The new culture<br />Many to one<br />Listening & engaging<br />You do not control..<br />..do not try to control..<br />..but you can affect your audience’s perception – and on a much larger scale than ever before<br />Source: DigitalStrangelove<br />PR<br />Staff<br />Brand community<br />Ads<br />Print<br />Direct marketing<br />Web<br />
    • 12. Creating conversations<br />Internet is social media is Internet<br />Now as easy to create content as it is to consume it<br />“(Social media) has created a permanent, long-lasting shift in the way the world works”. Forrester<br /><ul><li>Organisations must Listen, Respond to, and Engage with, customer and stakeholder communications, content and feedback:
    • 13. Listen – research brand sentiment and customer insights
    • 14. Respond - empower employees to reply & act
    • 15. Engage – customer feedback on process, product design etc – crowd sourced content.</li></li></ul><li>
    • 16. Risks<br />Malicious actors, user generated content, information leakage<br />
    • 17. Risks<br />Reputation: misinformation, defamation, IP rights abuse, brand protection<br />Financial: stock price manipulation<br />Legal: regulation violation, liability claims arising from false endorsement (fake reviews) <br />Identity theft: impersonation, access to corporate data, malware/social engineering <br />Ownership: employee vs organisation, documents leaked to internet <br />“If your business depends on a positive Internet reputation, then you have little choice than to explicitly manage that reputation online”.<br />Gartner<br />“These Internet sites in general are a proven haven for malicious actors and content and are particularly high risk due to information exposure, user generated content and targeting by adversaries.”US Military<br />
    • 18. Why is this person famous on the web?<br />
    • 19. Astroturfing..<br />
    • 20. Twitter phishing attacks<br />Jan 5 2009 – ‘Monday morning madness’ – 18yr old hacks 33 high profile accounts including President Obama and Britney Spears<br />Feb 26 2010 – Twitter phishing attacks make UK headlines<br />Ed Miliband – Cabinet minister for energy and climate change tweeted - "Oh dear it seems like I've fallen victim to twitter's latest 'phishing' scam.“ (the offending hack tweet has been removed)<br />Some hacked by software that looked for weak passwords<br />URL shortening services e.g. Bit.ly –now implementing monitoring and scanning akin to web-hosted email such as Hotmail or Gmail<br />
    • 21. Twitter phishing attacks<br />
    • 22. Online brand infringement<br />Global Counterfeit Sales<br />Defend Revenue: <br />control online channels, prevent loss of revenue<br />Counterfeit Wholesale Exchanges<br />Gray Market Sales<br />Identity Fraud(Financial)<br />Protect Brand: monitor for abuses and take action<br />Identity/ Credential Theft(Phishing)<br />Complexity of Threat<br />Brand Abuse<br />Direct Marketing of Fake Goods<br />Brand Compliance<br />Traffic Diversion<br />Create Ownership in Identity with global domain registration and management<br />Customer Solicitation<br />False Association<br />Copycat Sites<br />Disparagement<br />Cyber-Squatting<br />Source: MarkMonitor<br />Severity of Threat<br />
    • 23. Reputation - Brand abuse threats<br />Phishing - criminals attempt to steal personal identity and related information using emails, websites and social media that reflect brand identity of targeted brand<br />Pharming - hacker redirects website traffic to a bogus site <br />Cybersquatting - infringing on trademarks within the domain name system - often part of an overall brand infringement that involves other tactics<br />Malware - visitor directed to a bogus site or page – malicious code (e.g. a virus) is downloaded in the background – compromised computer can now be used to launch email spam, log info entered via keyboard, and even in cyber warfare<br />
    • 24. Mitigating risks<br />Organisational: process, policies, guidance, resourcing<br />Staff policy on appropriate use of internet sites – how is this communicated, monitored and enforced? Are staff educated on online risks, security, privacy?<br />Does your organisational structure and operational resources align to the new reality? No, really?<br />Shift blogs and community sites to separate legal entity?<br />Need to explicitly monitor and manage online presence:<br />determine relevancy of threat, sentiment etc.<br />prioritisation of content of concern and issues <br />process for determining sites for enforcement<br />consideration for responses to infringers<br />Site complaint mechanism, cease & desist, litigation<br />Crisis communications – what to do in real time world – contingency planning – buying keywords etc.<br />
    • 25. Rewards<br />Audience reach and engagement<br />
    • 26. eCommercevs Social commerce<br />
    • 27. Power of social recommendations<br />Source: http://arnoldwaldstein.com/blog/facebook/<br />
    • 28. Facebook revenue - $1Billion +<br />Branded direct sale inventory<br />Sells campaigns to agencies and brand owners through its sales force<br />Rate card is circa $20 CPM – higher than most social networks<br />$50K min spend for agencies?<br />Self serve display ads<br />Search engine marketers beginning to switch some of their budgets to Facebook<br />Early adoption resulting in higher click through rates, but likely to decline as adoption becomes mainstream<br />Virtual goods & Facebook credits<br />Collects 30% of all sales of virtual goods such as birthday gifts and items in games or worlds<br />Launched branded virtual-good ad units<br />Targeting and viral features<br />Advertisers can select by a range of demographic and preference criteria<br />Estimated size of target audience, clicks and impressions are provided at configuration<br />Viral elements can expand a campaign well past the ad units bought.<br />
    • 29. Facebookvs Google<br />
    • 30. Facebook marketing<br />
    • 31. Dell<br />Learnt from early brand damage<br />Developed a ‘conversations and communities’ team of 40+ people<br />Several blogs<br />65 twitter accounts which 400K+ followers<br />Promotions on Twitter have generated in excess of £3m in sales<br />http://www.dell.com/twitter - official Dell twitter feeds, blogs, customer ratings & reviews<br />
    • 32. Implementation<br />
    • 33. Social media implementation<br />Organisations recognize the need to implement or improve their social marketing programs, but cite a lack of tools and expertise as their biggest challenges.<br />Strategy and objectives – not technology tools!<br />Enabling employees – rapid micro-communications<br />Listen and respond to what customers and critics say<br />
    • 34. Online brand protection - implementation<br />Considerations<br />Services<br />Start early to set precedent and to demonstrate pro-activity to sponsors<br />Establish process, workflow and reporting<br />Identify technology tools<br />Prioritise infringement types<br />Continuously revise filters as new sponsors and issues arise <br />Filter out irrelevant domains <br />Allow time for Cease & Desist notifications to take effect<br />Brand monitoring services <br />Online security services<br />Social media buzz monitoring<br />Domain monitoring<br />Internet monitoring for trademarks<br />Logo and image tracking<br />URL link checking<br />Auction site monitoring<br />Phishing attack management<br />
    • 35. Social enterprise<br />Internal social networks and collaboration<br />
    • 36. Social not-working<br />Most organisations are concerned about the impact of social networking on staff productivity & risks of leaking sensitive corporate information<br />Robert Half Technology – Oct 09 survey of 1,400 US CIOs:<br />54% of U.S. companies say that they have banned workers from using social networking sites<br />19% of companies allow social networking use only for business purposes<br />16% allow limited personal use<br />Nucleus Research – July 09 survey of 237 corporate employees<br />employee productivity drops 1.5% at companies that allow full access to Facebook in the workplace<br />one in 33 workers surveyed said that they use Facebook only while at work<br />87% said they had no clear business reason for accessing the social network<br />
    • 37. Social enterprise<br />Organisations must also adapt to the expectations of customers and employees who widely use such tools<br />“The adoption of social networking type applications will drive the next generation of business software and growth” (Bill Gates)<br />
    • 38. New Internet domains<br />Impending Internet liberalisation<br />
    • 39. New Internet domains<br />“New York City, like many of its global competitors, plans to apply for a top level domain name.”<br />NYC council *<br />The Internet domain system is to be liberalised - it will soon be possible to create new domains for:<br />cities, as well cultural & geographic regions <br />brands & trademarks<br />generic keywords<br />ICANN predicts 400-500 new domains in first round of applications.<br />“My government would certainly welcome and support a dot Sydney domain.”<br />- Nathan Rees, (former) New South Wales Premier<br />
    • 40. New internet domains - cities<br />
    • 41. New internet domains - keywords<br />
    • 42. To conclude<br />
    • 43. Conclusions<br />The marketing mix is broader and deeper, with a plethora of interactive tools and channels – keep web investment up<br />Risk and reputation - must monitor your internet presence and act accordingly<br />Cultural shift - to engage externally, you must first change internally<br />
    • 44. Thank you<br />www.davidgreen.me.uk<br />www.linkedin.com/in/dcgreen<br />davidcgreen@hotmail.com<br />
    • 45. Appendix<br />Resources<br />
    • 46. Resources<br />Top 10 social media blogs<br />Mashable<br />Socialnomics<br />Wikipedia Social Media<br />Digital Strangelove<br />
    • 47. Photo credits<br />All photos are Creative Commons, sourced via Compfight<br />Slide 3 - Atlas<br />Slide 4 – Digital Globe<br />Slide 5 – Map of Internet <br />Slide 13 – The Conversation Prism<br />Slide 16 – Barbra Streisand <br />Slide 17 – Astroturf<br />
    • 48. Biography<br />David Green is an Internet consultant. He is currently (March 10) working on several projects including applications for new domains resulting from the impending liberalisation of the Internet domain system. Previously he was Global eMarketing Director for Deloitte, where he led the firm’s global web operations & Internet marketing, including online brand protection & social media.<br />He is a regular speaker at conferences and events, including presenting on sustainable brands at MARQUES, and has contributed to a variety of publications including Financial Times, The Independent & World Trademark Review.<br />www.davidgreen.me.uk<br />

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