BlogWorld 2009 Presentation - Social Media in a Regulated Enviroment

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Presentation by Eric Berto and Shannon Paul at BlogWorld Expo 2009 on October 17, 2009 how to to effectively use social media in regulated industries.

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BlogWorld 2009 Presentation - Social Media in a Regulated Enviroment

  1. 1. Social Media Success in Regulated Industries <ul><li>Eric Berto, Shannon Paul, Mark Story </li></ul>#cya
  2. 2. #cya
  3. 3. What We’ll Talk About Today <ul><li>Us - why we’re here </li></ul><ul><li>Marketing 101 and where it bumps up against a regulated industry </li></ul><ul><li>How we did it - macro and micro level </li></ul><ul><li>How you can do it </li></ul><ul><li>Lots of back-and-forth </li></ul>#cya
  4. 4. Who ARE You Guys? <ul><li>Eric Berto </li></ul><ul><ul><li>PR and Corporate Communications specializing in B2B/enterprises </li></ul></ul><ul><ul><li>Former reporter who joined the dark side </li></ul></ul><ul><ul><li>Managing PR/corp comm for a public company </li></ul></ul><ul><li>Shannon Paul </li></ul><ul><ul><li>please insert some stuff </li></ul></ul><ul><li>Mark Story </li></ul><ul><ul><li>Director of New Media at the SEC </li></ul></ul><ul><ul><li>Adjunct at Georgetown University </li></ul></ul><ul><ul><li>15 years in “new media”; Barry Manilow hater </li></ul></ul>#cya
  5. 5. Did someone say “regulated?” <ul><li>Welcome to our world </li></ul><ul><li>Shannon’s disclaimer(s) </li></ul><ul><li>Eric’s disclaimer </li></ul><ul><li>Mark’s disclaimer </li></ul>#cya
  6. 6. Good communication practices using social media <ul><li>Engage in instantaneous, two-way communication. If something is incorrect out there, jump all over it. </li></ul><ul><li>Be completely honest. </li></ul><ul><li>Be transparent about your motives. </li></ul><ul><li>Speak with your own voice; be yourself. </li></ul>#cya
  7. 7. The Reality <ul><li>The lawyers rule. </li></ul><ul><li>You have to be cautious. </li></ul><ul><li>Compliance review takes time and is laborious. </li></ul><ul><li>When an issue is breaking, you might lose precious time and representation. </li></ul><ul><li>You might have to get forgiveness before permission. </li></ul><ul><li>When in doubt, see Rule #1. </li></ul>“ You want to do WHAT??!” #cya
  8. 8. What we really mean #cya
  9. 9. A Day in the Life - Shannon #cya
  10. 10. #cya
  11. 11. A Day in the Life - Eric <ul><li>The PR approval process </li></ul><ul><ul><li>Eric writes draft 1 </li></ul></ul><ul><ul><li>Draft 1 reviewed by product marketing </li></ul></ul><ul><ul><li>Eric writes draft 2 </li></ul></ul><ul><ul><li>Draft 2 reviewed/revised by general counsel </li></ul></ul><ul><ul><li>Eric fixes the lawyer language to be human </li></ul></ul><ul><ul><li>CEO reviews the release </li></ul></ul><ul><ul><li>Eric Creates “Final” version </li></ul></ul><ul><ul><li>Lawyers, Product Marketing & CEO approve. </li></ul></ul><ul><ul><li>Eric publishes “Final Final” to the wires. </li></ul></ul>#cya
  12. 12. A Day in the Life - Mark <ul><li>Understand that you are dealing with people who are lawyers. Uncontrolled messaging scares people. </li></ul><ul><li>Understand that you are selling something. Speak in benefits-oriented statements that resonate. </li></ul><ul><li>Pick your battles. </li></ul><ul><li>Have the patience of Job. </li></ul><ul><li>Know that you CAN make a difference. </li></ul>#cya
  13. 13. Understanding the macro environment <ul><li>Regulation FD: </li></ul><ul><li>Mandates that all publicly traded companies must disclose material information to all investors at the same time. </li></ul><ul><li>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). </li></ul>The SEC Rule #cya
  14. 14. Understanding the macro environment <ul><li>Shannon and Eric </li></ul><ul><li>YOU </li></ul>From the company perspective #cya
  15. 15. Making it happen inside a regulated company <ul><li>Best practices for using social media inside a regulator </li></ul><ul><li>Best practices for using social media inside a regulated company </li></ul><ul><li>What are your stories? </li></ul>#cya
  16. 16. Making it happen in a regulator <ul><li>A lot of internal education. A few talking points: </li></ul><ul><ul><li>The conversations is already taking place. Be part of it or watch. </li></ul></ul><ul><ul><li>Making the case using ROI statistics like CPC (cost per contact) </li></ul></ul><ul><ul><li>Sometimes you can’t make the ROI argument - but that does not mean your are wrong. </li></ul></ul><ul><ul><li>Begin with baby steps - internal blog first rather than external. </li></ul></ul><ul><ul><li>There will be roadblocks. Anticipate them. </li></ul></ul>#cya
  17. 17. SEC Social Media You Tube Automatic outbound email Twitter Blogger engagement #cya
  18. 18. Summing up <ul><li>Using social media in a highly regulated industry is not easy - on either the regulated or regulator side. </li></ul><ul><li>It’s hard, but it’s not impossible. </li></ul><ul><li>Other points, guys? </li></ul><ul><li>Beacoup Q&A </li></ul><ul><li>Then C-YA!!! </li></ul>#cya
  19. 19. Like us? <ul><li>Shannon Paul: http://veryofficialblog.com/ </li></ul><ul><li>Eric – http:// www. thegeekgiant .com </li></ul><ul><li>Mark: http://www.intersectionofonlineandoffline.com/ </li></ul>#cya

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