Social Media Success in Regulated Industries Eric Berto, Shannon Paul, Mark Story #cya

Eric Berto, Shannon Paul, Mark Story

#cya

What We’ll Talk About Today Us - why we’re here Marketing 101 and where it bumps up against a regulated industry How we did it - macro and micro level How you can do it Lots of back-and-forth #cya

Us - why we’re here

Marketing 101 and where it bumps up against a regulated industry

How we did it - macro and micro level

How you can do it

Lots of back-and-forth

Who ARE You Guys? Eric Berto PR and Corporate Communications specializing in B2B/enterprises Former reporter who joined the dark side Managing PR/corp comm for a public company Shannon Paul please insert some stuff Mark Story Director of New Media at the SEC Adjunct at Georgetown University 15 years in “new media”; Barry Manilow hater #cya

Eric Berto

PR and Corporate Communications specializing in B2B/enterprises

Former reporter who joined the dark side

Managing PR/corp comm for a public company

Shannon Paul

please insert some stuff

Mark Story

Director of New Media at the SEC

Adjunct at Georgetown University

15 years in “new media”; Barry Manilow hater

Did someone say “regulated?” Welcome to our world Shannon’s disclaimer(s) Eric’s disclaimer Mark’s disclaimer #cya

Welcome to our world

Shannon’s disclaimer(s)

Eric’s disclaimer

Mark’s disclaimer

Good communication practices using social media Engage in instantaneous, two-way communication. If something is incorrect out there, jump all over it. Be completely honest. Be transparent about your motives. Speak with your own voice; be yourself. #cya

Engage in instantaneous, two-way communication. If something is incorrect out there, jump all over it.

Be completely honest.

Be transparent about your motives.

Speak with your own voice; be yourself.

The Reality The lawyers rule. You have to be cautious. Compliance review takes time and is laborious. When an issue is breaking, you might lose precious time and representation. You might have to get forgiveness before permission. When in doubt, see Rule #1. “ You want to do WHAT??!” #cya

The lawyers rule.

You have to be cautious.

Compliance review takes time and is laborious.

When an issue is breaking, you might lose precious time and representation.

You might have to get forgiveness before permission.

When in doubt, see Rule #1.

What we really mean #cya

A Day in the Life - Shannon #cya

#cya

A Day in the Life - Eric The PR approval process Eric writes draft 1 Draft 1 reviewed by product marketing Eric writes draft 2 Draft 2 reviewed/revised by general counsel Eric fixes the lawyer language to be human CEO reviews the release Eric Creates “Final” version Lawyers, Product Marketing & CEO approve. Eric publishes “Final Final” to the wires. #cya

The PR approval process

Eric writes draft 1

Draft 1 reviewed by product marketing

Eric writes draft 2

Draft 2 reviewed/revised by general counsel

Eric fixes the lawyer language to be human

CEO reviews the release

Eric Creates “Final” version

Lawyers, Product Marketing & CEO approve.

Eric publishes “Final Final” to the wires.

A Day in the Life - Mark Understand that you are dealing with people who are lawyers. Uncontrolled messaging scares people. Understand that you are selling something. Speak in benefits-oriented statements that resonate. Pick your battles. Have the patience of Job. Know that you CAN make a difference. #cya

Understand that you are dealing with people who are lawyers. Uncontrolled messaging scares people.

Understand that you are selling something. Speak in benefits-oriented statements that resonate.

Pick your battles.

Have the patience of Job.

Know that you CAN make a difference.

Understanding the macro environment Regulation FD: Mandates that all publicly traded companies must disclose material information to all investors at the same time. The regulation sought to stamp out selective disclosure, in which some investors (often large institutional investors) received market moving information before others (often smaller, individual investors). The SEC Rule #cya

Regulation FD:

Mandates that all publicly traded companies must disclose material information to all investors at the same time.

The regulation sought to stamp out selective disclosure, in which some investors (often large institutional investors) received market moving information before others (often smaller, individual investors).

Understanding the macro environment Shannon and Eric YOU From the company perspective #cya

Shannon and Eric

YOU

Making it happen inside a regulated company Best practices for using social media inside a regulator Best practices for using social media inside a regulated company What are your stories? #cya

Best practices for using social media inside a regulator

Best practices for using social media inside a regulated company

What are your stories?

Making it happen in a regulator A lot of internal education. A few talking points: The conversations is already taking place. Be part of it or watch. Making the case using ROI statistics like CPC (cost per contact) Sometimes you can’t make the ROI argument - but that does not mean your are wrong. Begin with baby steps - internal blog first rather than external. There will be roadblocks. Anticipate them. #cya

A lot of internal education. A few talking points:

The conversations is already taking place. Be part of it or watch.

Making the case using ROI statistics like CPC (cost per contact)

Sometimes you can’t make the ROI argument - but that does not mean your are wrong.

Begin with baby steps - internal blog first rather than external.

There will be roadblocks. Anticipate them.

SEC Social Media You Tube Automatic outbound email Twitter Blogger engagement #cya

Summing up Using social media in a highly regulated industry is not easy - on either the regulated or regulator side. It’s hard, but it’s not impossible. Other points, guys? Beacoup Q&A Then C-YA!!! #cya

Using social media in a highly regulated industry is not easy - on either the regulated or regulator side.

It’s hard, but it’s not impossible.

Other points, guys?

Beacoup Q&A

Then C-YA!!!

Like us? Shannon Paul: http://veryofficialblog.com/ Eric – http:// www. thegeekgiant .com Mark: http://www.intersectionofonlineandoffline.com/ #cya

Shannon Paul: http://veryofficialblog.com/

Eric – http:// www. thegeekgiant .com

Mark: http://www.intersectionofonlineandoffline.com/