Jason Falls of Doe Anderson #smo09 London
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Transcript of Jason Falls of Doe Anderson #smo09 London
Leveraging Social MediaIn Regulated IndustriesJason FallsDoe-Anderson
SOMESSOLondonMay 15, 2009
It’s A New Way Of Marketing Honesty Transparency Responsiveness Conversation
Banking Pharmaceuticals Health Care Insurance Publicly Traded Companies Spirits
Truth In LendingTruth In Savings & Overdraft
ProtectionFull DisclosuresAll Communications Pre-Approved
Cannot Promote Ancillary Benefits Consumer comments on corporate
website still responsibility of company Off-site discussions involving company
officials can be construed as corporate communications as well
Government Mandated Review & Approval
Privacy Laws
Medical Advice Given Exposes Liability
Individual State Regulations (U.S.)
No Advice Unless Licensed In Specific State
Customers Will Ask For Advice
Regulation Fair Disclosure
Blogger Relations Challenge
Open Discussions Open Opportunity For Leaks
Self-Regulating Industry
Multiple Organizations World Wide
High Standards, LPA+ Audience
It’s The Right Thing To Do
Distilled Spirits Council of the United States
Code of Responsible Practices for Beverage Alcohol Advertising & Marketing
www.discus.org
Alcohol advertising/marketing intended for adults of LPA who choose to drink
No advertising in any manner directed or primarily appealing to persons below LPA
Advertising/Marketing Communications should only be placed in mediums where at least 70% of the audience is LPA * (Beam Global - 75%)
No depiction of children or images that appeal to children No Santa Claus (yep, it is its own rule.) No rite of passage messaging Actors must appear 21 but must be at least 25
Social Responsibility & Good Taste Codes Nothing that depicts anti-social, illegal or irresponsible
behavior
No indecent images or language
No religious themes
No overt sexual activity, promiscuity or sexually lewd images or language
Website Codes
Must Have LPA Gatetway
Hinders Search Engine Results
Blocks Content
Must Provide Parents Blocking Software
Rules Are There For A Reason
Not The Rules, But The Policing
We Cannot Circumvent Them
User-Generated Content
Must Comply With Policy, Copyright, Trademark
On Our Website, Our Responsibility
Immediacy Of Conversation
How To SucceedHow To Succeed
Get Buy-in From Above
Work Closely With Legal/Compliance Team
Educate, Educate, Educate
Approach Content & Moderation As A Team
Develop Agreed Upon Response Timelines With Definitive Outcomes
Beam Global ExamplesBeam Global Examples
Beam Baja Twitter Tracker
Bill’s Blog
Canadian Club Facebook Group
Jim Beam “The Remake”
Don’t Forget!Don’t Forget!
Regulated Industries Present Opportunities To Innovate
Your Legal/Compliance Teams Are On Your Side
Bureaucratic Systems Can Be Nimble With Consensus
You Can Market Using Social Media Within The Rules
Let’s ConnectLet’s Connect
Jason FallsVP, Director of Interactive
& On-Line Communications
Doe-AndersonLouisville, Ky.
Twitter: @JasonFalls
+1.502.815.3257
www.socialmediaexplorer.com