Jason Falls of Doe Anderson #smo09 London

19
Leveraging Social Media In Regulated Industries Jason Falls Doe-Anderson SOMESSO London May 15, 2009

description

10.35: Leveraging Social Media In Regulated Industries. When legal or regulatory compliance departments are presented with social media opportunities the risk assessment warning lights go on. But not participating in the social media space can be as risky for brands, even those in regulated industries. Jason Falls will discuss both the challenges and the paths to implementing social connections in regulated industries. By Jason Falls (Doe Anderson)

Transcript of Jason Falls of Doe Anderson #smo09 London

Page 1: Jason Falls of Doe Anderson #smo09 London

Leveraging Social MediaIn Regulated IndustriesJason FallsDoe-Anderson

SOMESSOLondonMay 15, 2009

Page 2: Jason Falls of Doe Anderson #smo09 London

It’s A New Way Of Marketing Honesty Transparency Responsiveness Conversation

Page 3: Jason Falls of Doe Anderson #smo09 London

Banking Pharmaceuticals Health Care Insurance Publicly Traded Companies Spirits

Page 4: Jason Falls of Doe Anderson #smo09 London

Truth In LendingTruth In Savings & Overdraft

ProtectionFull DisclosuresAll Communications Pre-Approved

Page 5: Jason Falls of Doe Anderson #smo09 London

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

Page 6: Jason Falls of Doe Anderson #smo09 London

Government Mandated Review & Approval

Privacy Laws

Medical Advice Given Exposes Liability

Page 7: Jason Falls of Doe Anderson #smo09 London

Individual State Regulations (U.S.)

No Advice Unless Licensed In Specific State

Customers Will Ask For Advice

Page 8: Jason Falls of Doe Anderson #smo09 London

Regulation Fair Disclosure

Blogger Relations Challenge

Open Discussions Open Opportunity For Leaks

Page 9: Jason Falls of Doe Anderson #smo09 London

Self-Regulating Industry

Multiple Organizations World Wide

High Standards, LPA+ Audience

It’s The Right Thing To Do

Page 10: Jason Falls of Doe Anderson #smo09 London

Distilled Spirits Council of the United States

Code of Responsible Practices for Beverage Alcohol Advertising & Marketing

www.discus.org

Page 11: Jason Falls of Doe Anderson #smo09 London

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

Page 12: Jason Falls of Doe Anderson #smo09 London

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

Page 13: Jason Falls of Doe Anderson #smo09 London

Website Codes

Must Have LPA Gatetway

Hinders Search Engine Results

Blocks Content

Must Provide Parents Blocking Software

Page 14: Jason Falls of Doe Anderson #smo09 London

Rules Are There For A Reason

Not The Rules, But The Policing

We Cannot Circumvent Them

Page 15: Jason Falls of Doe Anderson #smo09 London

User-Generated Content

Must Comply With Policy, Copyright, Trademark

On Our Website, Our Responsibility

Immediacy Of Conversation

Page 16: Jason Falls of Doe Anderson #smo09 London

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

Page 17: Jason Falls of Doe Anderson #smo09 London

Beam Global ExamplesBeam Global Examples

Beam Baja Twitter Tracker

Bill’s Blog

Canadian Club Facebook Group

Jim Beam “The Remake”

Page 18: Jason Falls of Doe Anderson #smo09 London

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

Page 19: Jason Falls of Doe Anderson #smo09 London

Let’s ConnectLet’s Connect

Jason FallsVP, Director of Interactive

& On-Line Communications

Doe-AndersonLouisville, Ky.

[email protected]

Twitter: @JasonFalls

+1.502.815.3257

www.socialmediaexplorer.com