Social Media Success Despite Regulation


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  • Regulations dictate some of our business practicesThey dictate some of our marketing practicesBut as far as social is concerned, they’re 87% the same
  • Just kidding about the 87%. But we’re mostly like everyone else.
  • [We’ve let them shield us from having to make changes everybody else already made]It’s much easier – and perfectly natural – for internal departments to just say no.
  • IT’S A DIFFERENT WAY OF DOING BUSINESSNot just another layer of approvals for stuffCore departments in your company have to think about all kinds of new challenges:The tension inherent in a marriage between traditional corporate structures (top-down control) and the nature of social media (groundswell)Workforce Culture – openness is a different way to operateIntellectual Property – who owns user-generated content and crowdsourced ideas?Data security – how can you protect a company’s data in an open world?
  • [so how do you effect change?][fight process with process]Make the departments a part of the process rather than teeing them up as a roadblock at the end.Get them emotionally engaged.
  • [try stuff to build capability]Don’t overburden yourself with strategyFocus on what you can change, not what you cantDon’t worry too much about getting an executive sponsor – get an executive that wont get in your way
  • Even with all this excitement of social media, there’s still a lot of questions that need answ3ered. For example. Miley Cyrus deleted her twitter account, but yet her tweets live on. Us gov to now archive social dataWhat will the long-term reaction be to using consumer data? What about privacy?Brands exploring new ways to use, store & analyze social data against there customer base
  • We’re looking to be a part of a consumer-centered social revolution in health . . . Come and join us.
  • Social Media Success Despite Regulation

    1. 1. Social Media Success Despite Regulation<br />jaimepunishill - citi - @jpunishill<br />gregmatthews - humana - @chimoose<br />
    2. 2. the truth about regulated industry<br />
    3. 3.
    4. 4. don’t let regulations be your excuse<br />
    5. 5. the control functions are your FRIENDs<br />
    6. 6. make them your evangelists<br />
    7. 7. this isn’t just another marketing channel<br />
    8. 8. organizational judo<br />
    9. 9. find a safe place to experiment<br />Photo by Chemical Heritage Foundation -<br />
    10. 10. build out controls, this stuff lasts forever<br />
    11. 11. don’t let legal define your voice<br />
    12. 12. there IS a price to humanity<br />“The most hated man on the internet”<br />
    13. 13. so come prepared :)<br />Punishill<br />Butcher<br />Hitchew<br />Hackett<br />
    14. 14. the end<br />jaimepunishill - @jpunishill<br />greg matthews - @chimoose<br />