WOMMA 2012

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WOMMA 2012

  1. 1. Marketing and Ethics
  2. 2. Trust: Because It’s Cheaper
  3. 3. Because It’s Faster
  4. 4. Because You Have To
  5. 5. Because You’ll Get Caught
  6. 6. So?•DUH.
  7. 7. Cultural Considerations
  8. 8. Every Company is a Media Company >
  9. 9. Risks of Non-Compliance • Legal Exposure / Liability • Court of Public Opinion • PR Nightmares • Regulatory Action / Investigations
  10. 10. Lack of Space is No Excuse Include: • Your complete marketing message • Link to content • Call to action • Contest & promotion rules • Required disclosures10
  11. 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. 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. 13. Ethics in Practice• Process and policies• Monitoring and Documentation• Follow up and takedown• Size and scale of programs• Implementation
  14. 14. Landscape Moving Forward• Continued focus on transparency & trust• FTC focus on monitoring and incentives• OFT & ASA• Programs getting larger and more complex
  15. 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. 16. Thank You• @robincarey• @socialmedia2day• @cmply

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