how social is your presented by brand? malia horine · social media is media designed to be ... ...
TRANSCRIPT
How Social Is Your Brand?
Presented by
Malia Horine
“It takes 20 years to build a reputation and 5minutes to ruin it. If you think about that, you willdo things differently.”
Warren Buffett
Intro
Social Media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.
Social Media Marketing is about building ways that fans of a brand or company can promote it themselves in multiple online social media venues.
What is Social Media
Quick & Easy Explanation
Relationship building It’s where customers are Word of mouth/viral marketing Give the brand personality Gain feedback Learn more about customers Low cost of entry Customer service Crisis marketing
Why use Social Media?
Social Networking: Facebook, Twitter, LinkedIn Social Bookmarking: Digg, Delicious Blogs: Wordpress, TypePad, Blogger Wikis: Wikipedia Photosharing: Flikr, Photobucket, Instagram Videosharing: YouTube, iMemories
Types of Social Media
1. Facebook2. Twitter3. LinkedIn4. blogs5. YouTube
Source: http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2012.pdf
Top 5 Corporate
Social Media Sites for
Marketers
Facebook: Over one billion active users YouTube: Over 4 billion videos streamed per
day Twitter: Over 500 million active users, with
340 million tweets written per day LinkedIn: Over 175 million members
worldwide
The Importance of Social Media
Facebook is only over 7 years old, and has only been open to the public for 5 years
More than 30 billion pieces of content are posted to Facebook each month
60 hours of new videos are added every minute on YouTube
2 new members join LinkedIn every second 22% of Fortune 500 companies now have a
public‐facing blog that has at least one post in the past 12 months
The Importance of Social Media
Site Launched in March 2010 (closed beta);August 2012 open sign‐up
Is now 3rd most visited behind Facebook & Twitter
January 2012: 11.7 million unique visitors (comScore)
Emerging IP Legal issues related to copyright content
Significant source of referral traffic for retailers (more so than Facebook & Twitter)
80% of users 25‐54 years old
Up & Comer
Big brands…Pinterest
Marketing…Pinterest
Vanity URLs
There is NO Uniform Domain Name Dispute Resolution Policy (UDRP) for removal or reclaiming
Like domain names in the late 90's
Social Media sites have quickly become the wild west of IP infringement on the internet
What is the major source
of IP infringement
in social media?
Allows you to register the unique social media address for the particular brand.
A “Vanity URL” is an extension of a domain that can be created on a social media or web 2.0 property. This vanity URL can be generated and/or created by any individual or business signing up for a social media website. Vanity URLs are also referred to as “Usernames” but they are different.
Examples:www.facebook.com/ferrariwww.twitter.com/microsoftwww.youtube.com/burberrywww.linkedin.com/apple
Social Media Vanity URL
Registrations
Vanity URL
“My company doesn't need to worry about this. Social media is a fad and there is no way that this could hurt us. We launch new products all the time without any issues...”
Another Company felt the same way when they launched their latest service...
10,000+ Followers in under 5 days
Ouch!
Qwikster – by Netflix
Is the portfolio centralized?
Who is authorized?
Brands? TM’s? Generic terms?
What do we register& when?
What details do we use?
How do we monitor?
How do we recover?
Internal Use/Employee Policy?
Do you have a Policy &
Strategy?
What to register &
when?
Register generic or trademarks? Registration for marketing or defensive
purposes? When do you register for a brand launch? Alias or actual company credentials Aligned with TM clearance & domain acquisition
strategy? Regulated industry? Open Pages? What sites?
Portfolio Management
& Centralization
Who owns the portfolio management? Where is portfolio today? Audit required? What did we learn in the 90’s? Centralization Consistent registration details (email!) Approval process Updating record details
Employee Policies Employee use policy? Personal & “on behalf”
Who can post? What can be posted? Brand personality? Review/Approval Process Education on “be smart” basics
Social Media Screw‐ups:
Social Media posts can quickly go viral Failing to react quickly can damage your reputation
7‐Eleven and Facebook
Twitter Top Five
xxxxx
Twitter Top Five
Source: http://www.digiday.com/brands/the-5-worst-brand-tweets/
xxxxx
Review social media campaigns License Issues Trademark Infringement Copyright Infringement Right of Publicity Proper permissions obtained?
Treat campaign like other advertising campaigns from an IP perspective
Obtain proper licenses before using content
Social Media Campaign
Tips
“Whack‐a‐Mole” Enforcement & Recovery
Defensive Registration of Usernames– Proactive registration of vanity urls – identify your main
brands
Via terms of service Report claim of copyright or trademark infringement to the
social networking website to remove or disable access to the infringing content
Via direct communication with infringer
Via arbitration or litigation
How to Respond to
Existing Infringements
DMCA‐Digital Millennium Copyright Act– Limits liability for service providers through an imposed notice‐
and‐takedown regime
Brand owners recourse:
– Facebook: http://www.facebook.com/legal/copyright.php– Twitter: http://support.twitter.com/forms/dmca– foursquare: http://foursquare.com/legal/dmca– LinkedIn: http://www.linkedin.com/static?key=copyright_policy– Tumblr: http://www.tumblr.com/policy/en/terms_of_service– Pinterest: http://pinterest.com/about/copyright/dmca/
Copyright Infringement
Different Types:– True “fan” accounts, pages, handles
• “Real Housewives” series, Barbie dolls, TV shows/products– Parody accounts, pages, handles
• @FacebookPR,@ATT_Fake_PR, @BPGlobalPR– Brandjacking/username squatting
Brand owners recourse:– Facebook: https://www.facebook.com/help/contact_us.php?id=208282075858952– Twitter: http://support.twitter.com/articles/18367-trademark-policy– foursquare: http://foursquare.com/legal/tmnotice– YouTube: http://support.google.com/youtube/bin/answer.py?hl=en&answer=1244601&rd=1
Trademark Infringement
http://support.twitter.com/articles/18367‐trademark‐policy#TwitterTrademark
Policies
http://support.twitter.com/articles/18367‐trademark‐policy#What Do I Need to Report a
Violation on Twitter…
https://www.facebook.com/help/?page=211911528839661Facebook IP Policies
Regardless of a company’s approach to social media today ‐secure your brand names, trademarks and keywords as usernames on all social media sites before someone else does.
– Make social media a part or your clearance process– Identify top sites for the business to register on– Register new usernames every month as new sites launch– Create a centralized repository of registration information– Secure vanity plate usernames such as
www.twitter.com/yourbrand– Think about using defensive “alias” registrations when
launching new products– Recover those usernames that are being infringed upon– Monitor usernames that are being infringed but are not
deemed a high priority
Social Media Vanity URL
Registrations
Be aware and take a proactive approach
Align the monitoring and registration of your trademarks, domain names and social media usernames
Secure your social media vanity urls– Continue to update as new sites launch
Establish a social media plan and policy
Protecting Your Brands in Social Media
Questions? For more information about CSC or Social Media visit:www.cscglobal.com
or contact
Malia Horine [email protected]
Thank You.