Ernst & Youngin Liiketoiminnan lait -seminaari 14.2.2013 Helsingissä, Peter katko
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Transcript of Ernst & Youngin Liiketoiminnan lait -seminaari 14.2.2013 Helsingissä, Peter katko
2 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Variety of Social Networks
Share MMO
Publish
Discuss
Social Net-works
Micro- blog
Life- stream
Lifecast
Virtual Worlds
Social Games
Social Media
3 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Social Media‘s many opportunities for a company
Opportunities
Risks
External view
Internal view
Social Media in the Enterprise
Social Media for Recruiting
Social Media for Internal Knowledge Sharing
Social Media for Branding and
Marketing
Social Media for Internal Communication
Social Media for Public Relations
Compliance Risks regarding
Social Media
Reputational Risks regarding
Social Media
Strategic Risks regarding
Social Media
Social Media CRM
Operational Risks regarding
Social Media
Social Media for Innovation and Crowd Sourcing
Social Engineering
Privacy
Security
Regulations
Social Media for Customer
Feedbacks
Social Media for Internal Trainings
4 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
How enterprises are affected
Strategy
Marketing / Sales & Service
Operations & Supply Chain
IT & Technology
HR / Finance & Risk
Market & competitive positioning Pricing & Business model Eco-system orchestration
Customer segmentation & strategy Cross-channel customer experience blueprint Marketing, Sales & Service effectiveness
Lean process design Supplier & Partner networks Focus on agility and information flow
Cloud Computing / delivery approach Information & data Integration & Security
Recruitment, Learning & growth Org model, Performance & incentives Compliance & Risk
New market entrants Disruptive business models Blurring of friends vs. foe
Loss of control Chameleon consumers Front office silos exposed
Pressure Impact
Demand for flexibility & innovation Orchestration of complex eco-system
Increased business demands Explosion of data Rogue IT purchasing
Increased business demands Do more with less Transparency of everything
5 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Social Media risk areas
6 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Social Media and an enterprise
Provider of Social Media Network
Social Media Network Applicant
In SMN Third Parties
Third Parties
User Agreement
Advertisment Services
User Agreement
User Agreement
Employees
Company
HR Marketing
Chef
7 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Social Media‘s organizational impact
8 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Dimension 1: Official social media sites
Company 1. Organisations use Social Media channels
The public
Companies are using social media channels extensively Is there a social media
strategy? Are risks using social media
platforms officially identified? Are all relevant domains and
names reserved? …
9 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Companies use Social Media
►Since June 2010 - Migros Social Media Products Directory Migipedia
►May 2011 - Pril labels competition with User Rating
+
-
10 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Social Media and data privacy
► Applications (Google AdSense, Google Analytics, transmission of directories, etc.)
► Social Media Networks
► Chats ► Employee monitoring
Company
HR Marke-ting
Social Media Network Applicant In SMN Third Parties
Third Parties
Employees
Chef
11 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Unfair competition, astro turfing
► Unfair competition and selling practices
12 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Intangible assets in Social Media Networks ► Example: Ernst & Young Facebook Profile
IPR on trademarks and logos
Image rights
Copyright on text
13 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Personality rights, sector specifics
Personality rights
14 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Dimension 2: Employees are communicating
Social Web
Company
Companies have introduced social media policies Are the policies touching the
challenges of current social media channels?
Are the employees aware of the policies?
Are there regular awareness trainings?
…
2. Employees communicate via Social Media channels
15 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
What could go wrong when employees use Social Media?
► March 2011 – New York City Ballet dancer makes jokes about his boss
► April 2009 – Bad YouTube Video of Domino’s Pizza
Domino’s stock value drops extremely!
16 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
The right to use of Social Media on the job?
Use permitted without any restrictions.
Use for business and private purpose permitted, however with limitations
Only use for business purpose permitted
No business or private use permitted
Private use neither possible nor permitted
Company
HR Marke- ting
Social Media Network
Employees
Chef
Ways how a Company may act:
► Recommendation: In any case, issue a policy on the use of SMN ► Employee training for the use of Social Media Networks.
17 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Identity / account fraud
Own your account.
Be careful with accountgrabbing.
18 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Are you allowed to screen applicants?
► A hint or link to an applicant‘s profile in a Social Media permits consultation ► Research of a person must be documented and filed ► Google ≠ LinkedIn ≠ Facebook ► Not just employees, but also e.g. health insurance or bank loan applicants Private vs. professional profiles
Company
HR Marke-ting
Social Media Network Applicant In SMN Third Parties
Third Parties
Employees
Chef
19 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Dimension 3: Externals are communicating
Social Web
Company
There are discussions about the company on social media channels Are all relevant social media
sites monitored? Is there a risk analysis
regarding incidents on social media channels?
Is there an incident response process?
…
3. External comment on the company through Social Media
20 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
What could go wrong when externals use Social Media?
► July 2011 - Hackers declare President Obama by Fox News Twitter account for dead
► April 2011 - computer scientists tweet unnoticed over ZDFonline for six months
► July 2012 – User announces termination of all contracts: More than 145,000 likes
21 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Use of trademarks
► Third party uses a registered trademark or a trademark is disparaged ► Complaint to the operate of the relevant Social
Media
► Action for injunction base on trademark protection (Restriction: Trademark protection is depending of the relevant territory, however the Internet is global)
► Claim based on unfair competition (Restriction: Only possible with competitors)
Own your social media accounts!
22 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Social Media Monitoring and Web-Crawling
► Social Media Monitoring
► Web-Crawling
23 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Social Media pillory
► A law firm planned to publish the names of users illegally downloading pornographic material
► Prohibited
24 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Social Media Governance depending on perspective
Company or public instution
1. Organisations use Social Media channels
2. Employees communicate via Social Media channels
3. External comment on the company through Social Media
Social Media Strategy
Social Media Policy
Social Media Awareness
Social Media Assessment Social Media Monitoring
The public
25 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
Ernst & Young – Social Media Strategy & Governance Approach
Social Media Quick Scan Based on Ernst & Young Social Media Governance Maturity Modell
Social Media Risk Management
Threats, gaps, areas of improvements
Social Media Policy Developement
Policies, Guidelines
Social Media Risk Awareness
Threats, gaps, areas of improvements Social Media
Monitoring KPI, Measuring,
Monitoring
Social Media Technology
Architecture, platform, mobile devices
Social Media Data Integration, interfaces
Social Media Sourcing
Insourcing, outsourcing
Social Media Strategy
SWOT, Goals, KPIs
26 15.2.2013 Liiketoiminnan lait -seminaari Turvallinen ja tehokas sosiaalinen media
►Background ► Since 2010: Partner and Head of IP/IT law of Ernst & Young Law Germany ► 2002-2008: Attorney and partner with Holme Roberts & Owen, Munich, Head of IP/IT law
► Data protection officer for a DAX-group company and the largest German real estate owning company. ► Project for leading German food discounter on the migration to EDI Electronic Data Interchange
(affecting data retention aspects). ► Project for leading German power supplier regarding off-shore hosting of data in the light of data
privacy, tax, accounting and regulatory duties. ► Support of leading German food wholesale group regarding shared services center. ► Public German Bank: Legal advice regarding a large IT-Outsourcing-Project. ► Wirecard AG: Representation in various outsourcing projects in the payment industry (also towards
Deutsche Telekom). ► Several projects on Cloud Computing in the banking sector (i.a. towards Amazon, for German savings
banks). ► Leading German Healthcare and Chemicals group: Support in transfer of operation to an offshore
shared services center.
► Languages: German (native); English and French (fluent); Spanish and Hungarian (basic)
Telefon +49 89 14331 25951 Mobil +49 160 939 25951 E-Mail [email protected]
CV Peter Katko