eModeration Social media guide to the 2012 Olympics
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eModeration Social media guide to the 2012 Olympics

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The 2012 London Olympics are the most ‘social’ ever. But there are severe restrictions about the associations a brand can make. Our guide explains what is permissible.

The 2012 London Olympics are the most ‘social’ ever. But there are severe restrictions about the associations a brand can make. Our guide explains what is permissible.

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    eModeration Social media guide to the 2012 Olympics eModeration Social media guide to the 2012 Olympics Document Transcript

    • Social mediaguide to the2012Olympics The 2012 London Olympics are the most ‘social’ ever. But there are severe restrictions about the associations a brand can make. Our guide explains what is permissible.Authored by Rachel Boothroyd June 2012Authored by Date For more information call Tamara Littleton on +44 (0)20 3178 5050 www.emoderation.com 26 eModeration Ltd :: The Media Village :: 131-151 Great Titchfield St :: London :: W1W 5BB :: UK 2012
    • eModeration Social media guide to the 2012 OlympicsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeThe 2012 Olympics: Just how social can you be? chapter title (level 3) .............................................................................................................................................. 3 ItType chapter title (level 1) just 4 years ago at the Beijing Olympics, there was no official 4 may be hard to believe, but Type chapter title of the 2) ..................................................................................................................................................... 5 integration (level Games with social media platforms. At that time Facebook and Twitter had Type100m and 6m users respectively. Todays user figures are a staggering 845 million and 140 chapter title (level 3) .............................................................................................................................................. 6 million - and we have sanctioned integration with the official Olympics hub. The 2012 London Olympics are being dubbed the first social Olympics.Contents Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined.Contents But - as many of us are aware - there is a whole suite of marketingError! Bookmark not defined. Contents legislation surrounding use of anything to do a regulated world ..................................................... Error! Bookmark not defined. Being social in with the London Olympics. Legislation in the host country is enacted specifically for to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Who wants each Olympic Games, and the laws created for London 2012 are the most stringent ever, involving social concepts completely new to the Games. The opportunities for some media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. As a social media marketing professional, do you know yet what you can and cant say about your brand and the Olympics? Do you know what user tweets can be retweeted, eModeration: The Guide to Social Media Engagement for Financial Organisations whether your community manager can cheer the athletes on, whether you can pop an Olympic symbol into a post, run user competition with an Olympic theme, post a picture of a lit torch or allow a friend to do so on your Facebook page? eModeration’s legal counsel has researched the subject, and we have produced three blog posts covering it in detail: Social media guide to the Olympics Part I: legal overview Social media guide to the Olympics Part II: The Golden Rules and other practical guidelines Social media guide to the Olympics Part III: Participants 2
    • eModeration Social media guide to the 2012 OlympicsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Type chapter title (level 1) 4 The Do’s and Don’ts of the 2012 Olympics Type chapter title (level 2) ..................................................................................................................................................... 5 Type chapter title (level 3) .............................................................................................................................................. 6 However, if you’d like something a little quicker to digest, the following is an at-a-glance briefing to what may and may not be posted by brands not officially involved. If your brandContents a sponsor of the Olympic Games, posting content that directly relates to the Olympics isn’t (either from the brand or retweeted from someone else) is a risky business. Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. The first rule of obeying the London Olympics Association Right (LOAR) is to not associate your brand and theto ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Who wants Olympics. Any content you create and advertise must not mislead people The opportunities for social media for financial services companiesError! Bookmark not defined. into thinking there is any kind of official association. Simply, you can achieve this by: Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. 1. Limiting the types of content that the brand posts 2. Keeping an eye on the quantity of permitted Olympics related social media updates made by the brandContents Obviously, most brands won’t (and probably couldn’t) ignore the Games altogether. Contents Error! Bookmark not defined. Everyone wants in on the action. But unless you are an official sponsor, you are not permitted to createsocial in a regulated world ..................................................... Error! Bookmark not defined. Being an association. So it’s a fine line to tread. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. A busy Twitter rules of that posts one...................................................... Error! Bookmark not defined. Setting the stream engagement tweet on a permitted Olympics topic would probably be fine. A burst of Olympics-only tweetssociala few non-Olympics tweets here and there defined. Crisis and risk management over with media ............................. Error! Bookmark not wouldn’t. eModeration: The Guide to Social Media Engagement for Financial Organisations Essentially, branded social media output is counted as advertising material – which LOCOG (The London Organising Committee of the Olympic Games and Paralympic Games) has issued guidance about, saying: “Do provide relevant, factual information to clients and customers in a way which does not promote your business in association with the Games”: for example, one section on the Games amongst several in a regular client bulletin or seminar. 3
    • eModeration Social media guide to the 2012 OlympicsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Here are the guidelines we are using to brief clients and community managers: (and note Type chapter title (level 3) .............................................................................................................................................. 3 this is our take on it only, not legal advice, or a direct quote from LOCOG guidance.) Type chapter title (level 1) 4 Type chapter title (level 2) can: If in context brands ..................................................................................................................................................... 5  Provide relevant, accurate, factual information (e.g. tweeting race winners) Type chapter title (level 3) .............................................................................................................................................. 6  Report on the facts of an event (e.g. tweeting about a new record time)Contents  State when an event is taking place (e.g. “Relay race starts in 10mins”) By ‘within context’, we mean not completely random for your brand to comment on sporting Contents Error! Bookmark not defined. events) Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Brands should: The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error!social media sites for  Moderate pictures, video or audio from events to be posted on Bookmark not defined. Crisispotentialmanagement over social media ............................. Error! Bookmark not defined. and risk copyright infringement.  Update moderation guidelines to cater for the Olympics legislation.  Consider re-tweets in the same way as the brands own tweets when applying theseContents restrictions. Contents caution when linking to any content that refers to the Olympics. Linking not defined.  Use Error! Bookmark rules to London2012.com have been published by LOCOG in section 5 of their terms of use. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Brands opportunities for social media for or defence applies, or the post fallsBookmark not defined. The should not (unless an exemption financial services companiesError! under the above Setting the rules of engagement ...................................................... Error! Bookmark not defined. ‘can do’ list):risk management over social media ............................. Error! Bookmark not defined. Crisis and  Use the Olympic symbols, the word ‘Olympics, ‘Paralympics’ or any derivation of those words. eModeration: The Guide to Social Media Engagement for Financial Organisations  Use the following Listed Expressions (2 from List A or one from each list) List A: “games”, “two thousand and twelve”, “2012″ and “twenty twelve” and List B: “gold”, “silver”, “bronze”, “London”, “medals”, “sponsor” and “summer” Brands must not:  Run a marketing campaign to get the brand associated with the Olympics  Encourage Olympics themed-responses from the brands community  Run a competition for Olympics tickets  Give specific expressions of support (e.g. “Go Team GB in London 2012!”) or excitement/enthusiasm suggesting a connection with the brand (e.g. “everyone here at Brand X so excited about the Olympics!”)  Mention a specific product or service in connection with the Games (e.g. “Athlete X would have won if he’d been wearing our new X trainers!”)  Sponsor London 2012 broadcasts or reports 4
    • eModeration Social media guide to the 2012 OlympicsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 We also looked at specific types of social content, and what would be ok and what would Type chapter title (level 3) .............................................................................................................................................. 3 break the rules. Type chapter title (level 1) 4 Type chapter title (level 2) ..................................................................................................................................................... 5 It’s okay to: Type chapter title (level 3)@London2012 account  Re-tweet the .............................................................................................................................................. 6  Post factual information about the eventsContents  Post enthusiastic updates about events, as long as they are not specific, or suggesting Contents Error! Bookmark not defined. a connection with the brand (e.g. Being social in a regulated world ..................................................... Error! Bookmark not defined. “Olympics opening ceremony was Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. awesome! Well done @London2012″) The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the campaign around sporting  Have a rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. excellence that contains no reference to the Olympics in words or pictures. No reference to London but just a reference to sporting excellence, winning, running fast etc. is likely to be ok, but remember to keepContents a watch out for use of the Listed Expressions Contents Error! Bookmark not defined. Brands are on shaky ground when: Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! in that tweet as its ? Retweeting - then the brand takes on responsibility for the content Bookmark not defined. The opportunities for social media for the ASA in terms of advertising compliance not defined. own. That is certainly the view of financial services companiesError! Bookmark Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk blogs (this can over social media ............................. Error! Bookmark Olympic- ? Linking to management be seen as an incorporation of that blog). If it’s an not defined. related blog that doesn’t comply with the rules above, don’t do it eModeration: The Guide to Social Media Engagement for Financial Organisations Avoid:  Posting messages of support to athletes – LOCOG has specifically given the example of “BRAND X supports our team at the Olympics” as a forbidden message. So a post on a brand’s social media platform expressing support (e.g. “Go Team GB!”) could be interpreted as having the same impact  Posting running commentary on events is, in theory, OK but likely to be difficult to while trying to limit the quantity of posts so it’s best avoided.  Encouraging participation/comments/discussion around Olympic events/participants from your community would, in the opinion of eModeration’s legal advisor, be seen as an attempt to create an association and so should be avoided 5
    • eModeration Social media guide to the 2012 OlympicsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3  Posting pictures of London/stadia/crowds/events around the Olympics. If they are Type chapter title (level 1) 4 used, enormous caution needs to be applied. This may limit your ability to create that Type chapter title (level 2) ..................................................................................................................................................... 5 snazzy Olympics pin board, but LOCOG has said that even a picture of a runner in Type chapter title (level 3) .............................................................................................................................................. 6 outline carrying something that looks similar to a torch against a silhouette of London landmarks would infringe the LOAR by creating an association. Ultimately, brands need to avoid any image that suggests an association with the London OlympicsContents  Posts on your site/Facebook page/Pinterest page / other forum from your community Contents about or from the Olympics. Consider whether UGC on your siteBookmark not page Error! or Facebook defined. Being social in a marketing world ..................................................... Error! Bookmark notfrom a becomes a regulated communication for your brand. If you select an image defined. Whouser and pin it as a brand image on,Banks are Facebook or Pinterest page, you are wants to ‘engage’ with their bank? say, your boring, right?Error! Bookmark not defined. The opportunitiesthe social media for financial services companiesError! Bookmarkit within repurposing for image as marketing material for the brand and thus bringing not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. the restrictions. If your users post Olympics-related material, a cautious approach Crisis and risk management over social media ............................. Error! Bookmark not defined. would be to remove this type of content just in case (and explain why). A more ‘commercial’ approach would perhaps be to allow the conversation to happen but not to participate in it on the part of the brand.Contents  Posts (video, audio, pictures) your site/Facebook page/Pinterest page / other forum from your community from the Olympics – This is likely to be infringing content. As such, Contents Error! Bookmark not defined. it should be treated the same way your brand would treat any other intellectual Being social in a regulated world ..................................................... Error! Bookmark not defined. property right infringing content and be removed. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. We hope this is useful. Don’t forget,social media ............................. Error! Bookmark not defined. Crisis and risk management over there is a lot more detail, especially on LOAR and LOCOG, and the rights of particpants and helpers to post user generated content in our blog posts: eModeration: The Guide to Social Media Engagement for Financial Organisations Social media guide to the Olympics Part I: legal overview Social media guide to the Olympics Part II: The Golden Rules and other practical guidelines Social media guide to the Olympics Part III: Participants If you would like to know more or discuss any aspect of social media management, community management, moderation or social media crisis training, please visit our website at http://www.emoderation.com or email info@emoderation.com. 6
    • eModeration Social media guide to the 2012 OlympicsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Type chapter title (level 1) 4 Type chapter title (level 2) ..................................................................................................................................................... 5 Type chapter title (level 3) .............................................................................................................................................. 6Contents Contents Error! Bookmark not defined. About eModeration Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. eModerationrisk management over social social media management agency. It works with Crisis and Limited is an award-winning media ............................. Error! Bookmark not defined. some of the world’s biggest brands (including BBC Worldwide, ITV, HSBC, MTV, Sony Mobile, ESPN, Hyundai, Smirnoff, the LEGO Group, Sprint and The Economist) and agencies (including Starcom MediaVest Group, Wieden + Kennedy, Ogilvy, Saatchi & Saatchi, DDB Worldwide,Contents Porter + Bogusky and Publicis Groupe). Crispin Contents Error! Bookmark not defined. Based in London UK, with offices in Los Angeles and New York, eModeration provides multi- Being social in a regulated world ..................................................... Error! Bookmark not defined. lingual moderation and community management services, consultancy and social media Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. crisis management training to clients in the TV, entertainment and digital publishing industry The opportunities for social media for financial services companiesError! Bookmark not defined. and blue chip rules of hosting online ...................................................... Error! Bookmark not defined. Setting the clients engagement communities. Crisis and risk management over social media ............................. Error! Bookmark not defined. Committed to ethical business practices and to the promotion of child online safety, eModerations CEO Tamara Littleton recently worked with Financial Organisations eModeration: The Guide to Social Media Engagement for the UK Government department UKCCIS to produce its guidelines on how to moderate online environments for children. eModeration contributes to the growth of knowledge in the social media world via its white papers, blogs and seminars, and has a strong roster of returning clients who appreciate the high quality of its services. 7
    • eModeration Social media guide to the 2012 OlympicsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Type chapter title (level 1) 4 Type chapter title (level 2) ..................................................................................................................................................... 5 Type chapter title (level 3) .............................................................................................................................................. 6Contents to anyLimited 2012. This document is the intellectual property of eModeration Limited and may not be duplicated or © eModeration disclosed third party without the written permission of an authorised officer of the company. Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined.Contents Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 8