USE A WEBINAR FOR COMPANIES IN REGULATED INDUSTRIES
Overview & Introduction
What is Online Marketing?
The Empowered Consumer
The Social Media Adoption Lifecycle – Doing it Right
Alphabet Soup: Compliance Overview
What do the rules REALLY say?
Which rules apply, and where?
A glimpse of the future?
Why Bother: The High Cost of Waiting Practical Solutions
Online Marketing & Social Media Guidelines
Structuring a Compliant Online Marketing Program
Empowering Producers & Local Marketing
Managing the Social Media Process
Recap: 7 Take-Aways from This Session
Edgar built and sold a compliance software company, and heads the strategic team for Distribion, a leading provider of distributed marketing technology for
insurance and financial services companies.
Chad brings 11+ years of enterprise software and social networking experience from companies such as
Bazaarvoice, BetweenMarkets and Trilogy to his role of CEO at Socialware.
Stephen is part of LIMRA’s Regulatory Services Strategy Center. The Center is responsible for
assessing both global and domestic trends, regulations, and issues which impact our members’ businesses.
Online marketing includes everything
digital, from email and websites to social media sites like YouTube, Facebook,
LinkedIn and Twitter.
Social media began as a place where people expressed their individuality – and evolved into a marketplace.
Most employees have a personal social media presence – many have blended personal and professional “networks”.
Regulators may (or may not) recognize a
dividing line between personal & professional speech online.
Many employees believe the line is clear.
Communication between companies and consumers is
no longer a one-way street
Empowered customers will have their say
Echoes become distorted -- problems are amplified
Every market is a buyer’s market
Prospects can (and do) filter out marketing messages
Prospects can (and do) initiate and research purchases
Social search and Twitter can affect your reputation in
seconds – and Google never forgets
MARKETING IN A
How many laws & regulations affect your marketing communications? Corporate marketing needs control to meet compliance standards
Field sales & local
flexibility to meet sales goals
FACTS 1. Regulators define things differently
Publicly available site posts (Twitter, LinkedIn) are advertising
Comments may be advertising or public appearances
Privacy settings determine whether content will be advertising
Chat room discussions are public appearances
Posts to a group discussion are public appearances
2. eDiscovery & archiving rules apply to ALL
3. CAN-SPAM applies to all social content – opt-in &
disclosure vs. opt out
4. Linking to third-party content implies endorsement 5. Firm is liable for all employee & producers posts
Two bills might change the rules
More regulations WILL come
France, Germany, Massachusetts indicate where laws are going
Regulation by enforcement action Marketing WILL get more complex
Technology to manage compliance IS essential
Early adopter phase is over Your brand, products, and
COMPANY ARE online
Customers expect a response
at Internet speed
If you aren’t part of the
conversation, you have no
input, no chance to shape the dialogue
Social media drives revenue
Up-front disclosure is key
Social media isn’t private – or casual
Good social media policies protect your brand, limit liability Bad social media policies increase regulatory and
Technology can automate, streamline compliance
People must be trained & persuaded to comply
Data source: nCircle 2011 Social Media Security Trends Survey, June 27, 2011 What percentage of employees comply with existing social media policies?
Local = credible, powerful Compliant empowerment
Set a policy
Monitor - train - remind (often)
Automate where possible
1. Consumers drive social media Your mother was right
You’re already being discussed – opting out is not an option 2. Everything is measureable – done right online pays 3. Even restrictive regulations aren’t a social media ban 4. Your industry defines whether there is a line between
personal and professional speech
Understand how regulators define content to comply
5. Learn the social media lifecycle and process for easier
6. Policies should be clear and must evolve over time 7. Technology can automate and track compliance
Mark Your Calendar for Our Next Webinar:
Reaching Your Audience Effectively
The 5Ws of Online Marketing
Download this presentation and share the recording Connect with the panelists
Join us on Twitter to continue the discussion: #socialmediawebinar
@Edgar_Rodriguez or @DistribionDM
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Look in your in-box for the Q&A with answers to any questions we didn’t get to today!