how to protect your brand in social media · social media risks page 15 66% consider brand risks as...
TRANSCRIPT
How to Protect Your Brand in Social Media
Andrew Horton
Senior Director, Product
Management
November 29, 2012
© 2012 MarkMonitor Inc.
How to Protect Your Brand in Social Media
� Speaker
Andrew Horton
Senior Director, Product Management
MarkMonitor
Page 2
Agenda
� Social Media Landscape
� Connecting Brands and Consumers
� Online Threats in Social Media
� Best Practices for Protecting Your Brand
Page 3
Faces of Social Media: The Conversation Prism
Source: http://www.briansolis.com/2008/08/introducing-conversation-prism/Page 4
User Statistics
Source: http://www.go-gulf.com/blog/social-networking-user
Page 5
Facebook dominates social networking
User Statistics
Source: http://www.go-gulf.com/blog/social-networking-user
Page 6
Interest in Pinterest is growing fast.
� 77% of consumers interact with brands on Facebook
� 56% of consumers are more likely to recommend a brand after becoming a fan
� 95% of Facebook Wall posts are not answered by brands
Page 7
Source: http://www.mediabistro.com/alltwitter/files/2011/12/social-media-statistics.jpg
Source: http://www.mediabistro.com/alltwitter/files/2011/12/social-media-statistics.jpg
Page 8
� 34% of marketers have generated leads using twitter and 20% have closed deals
What Do Brand Owners Care About?
� Brand reach
� Brand integrity
� Customer satisfaction
� Effective advertising campaigns
� Lower customer support costs
� Sales…revenue…turnover = the bottom line
Page 9
What Do Your Customers Care About?
� Brand names
� Product value
� Deals
� Product safety
� Easy access to products
� And now, more and more…connecting with Brands
Page 10
“Brand-Following” Doubles Over the Past Two Years
16%
25%
33%
0%
5%
10%
15%
20%
25%
30%
35%
2010 2011 2012
% S
ayin
g Y
es
Page 11
Do you follow any companies or brands on any social
networking sites such as Facebook or Twitter?
Source: http://www.socialhabit.com
Facebook is the Dominant Platform for “Brand-Following” Behavior
Facebook, 79%
Twitter, 9%
Other, 7%
None, 4% DK/NA, 1%
Page 12
Which ONE social networking site or service do you use MOST
to connect to brands or products?
Source: http://www.socialhabit.com
Consumers Are More Conscious of Facebook’s Impact on Buying Decisions
1%
3%
5%
68%
24%
5%
6%
6%
36%
47%
0% 20% 40% 60% 80%
Other
Don't Know
None
2012
2011
Page 13
Which ONE social networking site or service influences
your buying decisions the most?
Source: http://www.socialhabit.com
Online Threats to Brands
� Impersonation
� Copyright infringement
� Promotional platforms for counterfeits
� Trademark infringement
� Offensive content
� Employee misuse or abuse
Page 14
Social Media Risks
Page 15
66% consider brand risks as significant or
critical
Source: “Guarding the Gates: The Imperative for Social Media Risk Management,” Altimeter Group, August 9, 2012
In the following areas, what is the level of risk that social media currently
presents for your business?
Impersonation38%
Counterfeits Promotion
30%
False Association
11%
Gift Cards/ Cheats
8%
Incorrect Info8%
Other6%
Social Media Brand Abuse
Page 16
Primary Social Media Brand Abuse Problem
for Companies
Source: MarkMonitor, September 2012
Impersonation Example
Page 17
Counterfeiting Example
Page 18
1 LE (Egyptian Pound) = $0.16Designer sunglasses for $48
Likely Fraud Example
Page 19 | Confidential
Employee Compliance
Page 20 | Confidential
The right brand image?
Best Practices for Protecting Your Brand
� Proactively register brands across social media sites
� Search social media for unauthorized use
� Within social media pages: usernames, posts
� Search globally
� Start with and focus efforts on the largest social networking sites
� Be aware of emerging sites and stay ahead of the curve
� Take appropriate action…with caution
� Catalog brand infringement details
� Online enforcement
� On the basis of the social media site’s terms of service
� Impersonation and trademark reasons are effective
� Coordinate enforcement efforts with all interested departments
� Maintain constant vigilance
� Monitor for compliance
Page 21
Brand Rights – Legal Cases
Page 22
Case Problem Claim Result
LaRussa v. Twitter (2009)
Unknown party registered Tony LaRussa username on Twitter and made comments about St. Louis Cardinals players in poor taste
• Trademark infringement• Cybersquatting• Violation of the right of
publicity
Case settled shortly after complaint was filed when
Twitter• Disabled impersonating
username account• Transferred username to
LaRussa
Oneok v. Twitter(2009)
Unknown party registered Oneok username on Twitter and posted information about the company
• Trademark infringement Case settled shortly after complaint was filed when Twitter• Transferred username to
Oneok
Source: “Brand Enforcement on Social Networking Sites,” State Bar of Texas, March 2, 2010
Brand Rights – Terms and Conditions
Page 23
Social Network Impersonation Trademark Copyright Other
FacebookCommunity Standards
Identity and Privacy Intellectual Property
Intellectual Property
Phishing and Spam, Violenceand Threats, Pornography
Twitter Rules Impersonation, Username Squatting
Trademark Copyright Malware/Phishing,Pornography, Privacy, Violence and Threats
YouTube Terms of Service, Community Guidelines
Impersonation Terms of Service Copyright Dangerous Illegal Acts,Threats, Privacy, Sex and Nudity
Google Terms of Service, Google+ User Content and Conduct Policy
Impersonation or Deceptive Behavior, User Profile Name, Account Hijacking
Terms of Service Terms of Service Illegal Activities, Malicious Products, Personal and Confidential Information, Sexually Explicit Material, Regulated Goods and Services
http://www.facebook.com/communitystandards
http://support.twitter.com/articles/18311-the-twitter-rules#
http://www.youtube.com/t/terms
http://www.youtube.com/t/community_guidelines
http://www.google.com/intl/en/policies/terms/
http://www.google.com/intl/en-US/+/policy/content.html
Sources:
Enforcement Processes
Infringement Type Enforcement Destination
Copyright • Facebook (http://www.facebook.com/help/contact_us.php?id=208282075858952)
• Google+ (http://support.google.com/bin/request.py?contact_type=lr_dmca&product=googleplus)• Twitter (https://support.twitter.com/forms/dmca)
• Youtube (http://www.youtube.com/copyright_complaint_form)
Counterfeit • Facebook (http://www.facebook.com/help/contact_us.php?id=208282075858952)• Google+ (http://support.google.com/bin/request.py?contact_type=lr_legalother&product=googleplus)• Twitter (https://support.twitter.com/forms/general?subtopic=reporting_spam)• Youtube (http://support.google.com/youtube/bin/request.py?contact_type=counterfeit)
Impersonation • Facebook: Navigate to the infinging page• Google+ (http://support.google.com/plus/bin/request.py?&contact_type=impersonation_corp_attach)• Twitter (http://support.twitter.com/forms/impersonation)• Youtube (http://www.google.com/support/youtube/bin/request.py?contact_type=impersonation)
Offensive • Facebook (http://www.facebook.com/help/contact_us.php?id=208282075858952)• Google+: Navigate to the infringing page• Twitter (https://support.twitter.com/forms/abusiveuser)• Youtube: Navigate to the infringing page
Trademark • Facebook (http://www.facebook.com/help/contact_us.php?id=208282075858952)• Google+ (http://support.google.com/bin/request.py?contact_type=lr_trademark&product=googleplus)• Twitter (https://support.twitter.com/forms/trademark)• Youtube
(https://www.google.com/support/youtube/bin/request.py?hl=en&contact_type=trademarkcomplainta)
Page 24
Summary
� Social media, in particular social networking sites, are growing
rapidly and becoming a common place for consumers and
brands to connect
� Social media is a channel for online abuse especially for
problems such as impersonation and counterfeit distribution
� It’s imperative to follow best practices and integrate social
media monitoring and enforcement into your brand protection
strategy
Page 25 | Confidential
Q&A
� Speaker
Andrew Horton
Senior Director, Product Management
MarkMonitor
Thank You!
� For information on MarkMonitor solutions, services and
complimentary educational events:
• Contact via email:
• Visit our website at:
www.markmonitor.com
• Contact via phone:
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