SlideShare une entreprise Scribd logo
1  sur  15
Télécharger pour lire hors ligne
1/30/2015Copyright 2010 TM.Biz
Protecting Trademarks
on Social Media
Topics Covered
1/30/2015Copyright 2010 TM.Biz
 Current Situation in Social Media
 Complications for Trademark Owners
 Approaches to Protection
Social Media is Exploding
1/30/2015Copyright 2010 TM.Biz
You’ve
heard of :
130 million120 million
120 million
120 million
120 million
But have
you heard
of….
100 million
…and the Thousands of “smaller” niche players
with millions of members each
500 million
160 million
200 million
Social Media is Mainstream
1/30/2015Copyright 2010 TM.Biz
• 60% of Internet users are members of Social Media
Networks – PC Advisor
• Social Media has overtaken porn as the #1 activity on
the Web – NY Times
• More than 21% of cell phone users visit social media
from their phones - Comscore
• Americans spend 25% of their time online on social
networks - Nielsen
• 25% of search results for the World’s Top 20 largest
brands are links to user-generated content - Nielsen
Usernames are the Internet’s New
Brand Identifiers
1/30/2015Copyright 2010 TM.Biz
Evolution Online for Trademark Professionals
 200 million domain names (90M are .com)
 2 billion usernames on top 20 social networks
 25% of search results… are links to user
generated content and this is growing
Complication – No Barriers to Obtain
Usernames are:
• Free to obtain
• First come - first served
• Typically have profile pages
• Indexed by search engines
• Receive traffic and can be monetized
• Typically NOT Reused
Complication - No Protection Mechanisms
Domain Names - Controlled
Today
• UDRP (Uniform Domain
Resolution Policy)
• WHOIS
• Anti-Cybersquatting
• In-Rem
• Sunrise periods
Coming Soon
• Uniform Rapid Suspension
• Trademark Clearinghouse
• IP Claims
Usernames – UNCONTROLLED
Usernames are the Wild West
when compared to Domain Names
Today
• No Dispute Policy
• No Gatekeepers
• No Group
Coming Soon
• Nothing
• Nothing
• Nothing
Complication - Everything Old is New
• Direct infringement
• Derogatory and defamatory speech
• Blatantly false information
• Impersonation of executives
Question
What should I do to protect my
Trademark’s Usernames in
Social Media?
Apply the lessons from Domain Names
1/30/2015Copyright 2010 TM.Biz
Best Practice – Be Proactive & Not Reactive
• Reserve your trademarks and key executives as
Usernames
• Identify infringement early
The Costs - Business Case
1/30/2015Copyright 2010 TM.Biz
 Proactive – Reserve Now
• Package cost ~ $ 349 one
time fee
• Trademark secured on 100
social networks
• Watch the rest
 Reactive - Do Nothing
• Assume 50 are taken
• Assume 10 are of concern
• Conduct Investigation
 Cost: $500 x 10 = $5000
• Send takedown letters
 Cost: $500 x 10 = $5000
• Sub-total cost: $10,000
• 50% success rate (5 of 10)
• Repeat as infractions occur
 Cost: $1,000/incident
Example: Secure house brand in top 100 social networks
Avoid “I think we have people handling this”
1/30/2015Copyright 2010 TM.Biz
Best Practices Dictates this should be owned by Legal
• This is a trademark protection and enforcement issue
 How is it being managed?
 Who are keeping the records?
 Is it anonymous or public?
 Who is ensuring the accounts remain active?
• Domain Name Registrars are not in this business
• Marketing Departments - may address some issues
(quick Free Search on TM.Biz and you’ll know)
Evaluate Benefits and Risks
1/30/2015Copyright 2010 TM.Biz
Proactive
 Avoid confusion
 Avoid loss of revenue
 Avoid embarrassment
 Avoid damage control
 Far less expensive than
recovery/clean-up efforts
Reactive
 Consumer confusion
 Loss of revenue
 Loss of reputation
 Legal fees
 Recovery may not be
successful
1/30/2015Copyright 2010 TM.Biz
• Reserve trademarks and key executives as
usernames
• Include social media availability searches for all
new name creation efforts
• Monitor for emerging social networks to avoid
surprises
• Investigate “taken” usernames for trademark
infringement
TM.Biz Allows you to
Sign-Up Now
1/30/2015Copyright 2010 TM.Biz
15
 Eligible trademark professionals and brand
managers can request a free account at:
http://www.tm.biz
 There are no set-up fees or subscription fees
 Unlimited searching – you pay only for
reports

Contenu connexe

Similaire à Protecting Trademarks on Social Media

Social Media Marketing 03 24 2010 Updated 04 08 10
Social Media Marketing 03 24 2010 Updated 04 08 10Social Media Marketing 03 24 2010 Updated 04 08 10
Social Media Marketing 03 24 2010 Updated 04 08 10Matthew Asbell
 
Governing Social Media
Governing Social MediaGoverning Social Media
Governing Social MediaDoug Cornelius
 
Social Media And The Law 2 23 10
Social Media And The Law 2 23 10Social Media And The Law 2 23 10
Social Media And The Law 2 23 10lindseymgift
 
Brand protection on social media: Listen to your consumers, or to your lawyer?
Brand protection on social media: Listen to your consumers, or to your lawyer?Brand protection on social media: Listen to your consumers, or to your lawyer?
Brand protection on social media: Listen to your consumers, or to your lawyer?Cedric Manara
 
Community IT Innovators - BYOD for Nonprofits
Community IT Innovators - BYOD for NonprofitsCommunity IT Innovators - BYOD for Nonprofits
Community IT Innovators - BYOD for NonprofitsCommunity IT Innovators
 
Social media risk
Social media riskSocial media risk
Social media riskMosoco Ltd
 
Putting The Consumer First
Putting The Consumer FirstPutting The Consumer First
Putting The Consumer FirstVivastream
 
Protecting Your Brand in a Social Media World
Protecting Your Brand in a Social Media WorldProtecting Your Brand in a Social Media World
Protecting Your Brand in a Social Media WorldTom Kulik
 
StartPad Countdown 6 - ACLU 2.0: Demand Your dotRights
StartPad Countdown 6 - ACLU 2.0: Demand Your dotRightsStartPad Countdown 6 - ACLU 2.0: Demand Your dotRights
StartPad Countdown 6 - ACLU 2.0: Demand Your dotRightsStart Pad
 
Putting the Consumer First
Putting the Consumer FirstPutting the Consumer First
Putting the Consumer FirstVivastream
 
Asset Protection Conference 2011 -The Good, The Bad and The Ugly of Social Media
Asset Protection Conference 2011 -The Good, The Bad and The Ugly of Social MediaAsset Protection Conference 2011 -The Good, The Bad and The Ugly of Social Media
Asset Protection Conference 2011 -The Good, The Bad and The Ugly of Social MediaHelen Levinson
 
Effective Training and Policy Takes the Fear out of Social Networking - Shawn...
Effective Training and Policy Takes the Fear out of Social Networking - Shawn...Effective Training and Policy Takes the Fear out of Social Networking - Shawn...
Effective Training and Policy Takes the Fear out of Social Networking - Shawn...sdavis532
 
IT risk discusion qustion.pdf
IT risk discusion qustion.pdfIT risk discusion qustion.pdf
IT risk discusion qustion.pdfstirlingvwriters
 
Ethics in Information Technology
Ethics in Information TechnologyEthics in Information Technology
Ethics in Information TechnologyAtul Kumar Pandey
 
Social Media and the Law with Andrew Rosenman, partner, Mayer Brown Law Firm ...
Social Media and the Law with Andrew Rosenman, partner, Mayer Brown Law Firm ...Social Media and the Law with Andrew Rosenman, partner, Mayer Brown Law Firm ...
Social Media and the Law with Andrew Rosenman, partner, Mayer Brown Law Firm ...Social Media Rockstar
 
Marketing Program Overview_Sal A _2012 v2.1
Marketing Program Overview_Sal A _2012 v2.1Marketing Program Overview_Sal A _2012 v2.1
Marketing Program Overview_Sal A _2012 v2.1Sal Abramo
 
Keeping Your House In Order Getting It Right When Selling Online
Keeping Your House In Order   Getting It Right When Selling OnlineKeeping Your House In Order   Getting It Right When Selling Online
Keeping Your House In Order Getting It Right When Selling OnlineRob Blamires
 
Investing in Digital Threat Intelligence Management to Protect Your Assets ou...
Investing in Digital Threat Intelligence Management to Protect Your Assets ou...Investing in Digital Threat Intelligence Management to Protect Your Assets ou...
Investing in Digital Threat Intelligence Management to Protect Your Assets ou...Enterprise Management Associates
 
Social Networks - The Good and the Bad
Social Networks - The Good and the BadSocial Networks - The Good and the Bad
Social Networks - The Good and the BadXavier Mertens
 
Social Media Management by Dominic Sparkes at SMWF
Social Media Management by Dominic Sparkes at SMWF Social Media Management by Dominic Sparkes at SMWF
Social Media Management by Dominic Sparkes at SMWF Social Media World Forum
 

Similaire à Protecting Trademarks on Social Media (20)

Social Media Marketing 03 24 2010 Updated 04 08 10
Social Media Marketing 03 24 2010 Updated 04 08 10Social Media Marketing 03 24 2010 Updated 04 08 10
Social Media Marketing 03 24 2010 Updated 04 08 10
 
Governing Social Media
Governing Social MediaGoverning Social Media
Governing Social Media
 
Social Media And The Law 2 23 10
Social Media And The Law 2 23 10Social Media And The Law 2 23 10
Social Media And The Law 2 23 10
 
Brand protection on social media: Listen to your consumers, or to your lawyer?
Brand protection on social media: Listen to your consumers, or to your lawyer?Brand protection on social media: Listen to your consumers, or to your lawyer?
Brand protection on social media: Listen to your consumers, or to your lawyer?
 
Community IT Innovators - BYOD for Nonprofits
Community IT Innovators - BYOD for NonprofitsCommunity IT Innovators - BYOD for Nonprofits
Community IT Innovators - BYOD for Nonprofits
 
Social media risk
Social media riskSocial media risk
Social media risk
 
Putting The Consumer First
Putting The Consumer FirstPutting The Consumer First
Putting The Consumer First
 
Protecting Your Brand in a Social Media World
Protecting Your Brand in a Social Media WorldProtecting Your Brand in a Social Media World
Protecting Your Brand in a Social Media World
 
StartPad Countdown 6 - ACLU 2.0: Demand Your dotRights
StartPad Countdown 6 - ACLU 2.0: Demand Your dotRightsStartPad Countdown 6 - ACLU 2.0: Demand Your dotRights
StartPad Countdown 6 - ACLU 2.0: Demand Your dotRights
 
Putting the Consumer First
Putting the Consumer FirstPutting the Consumer First
Putting the Consumer First
 
Asset Protection Conference 2011 -The Good, The Bad and The Ugly of Social Media
Asset Protection Conference 2011 -The Good, The Bad and The Ugly of Social MediaAsset Protection Conference 2011 -The Good, The Bad and The Ugly of Social Media
Asset Protection Conference 2011 -The Good, The Bad and The Ugly of Social Media
 
Effective Training and Policy Takes the Fear out of Social Networking - Shawn...
Effective Training and Policy Takes the Fear out of Social Networking - Shawn...Effective Training and Policy Takes the Fear out of Social Networking - Shawn...
Effective Training and Policy Takes the Fear out of Social Networking - Shawn...
 
IT risk discusion qustion.pdf
IT risk discusion qustion.pdfIT risk discusion qustion.pdf
IT risk discusion qustion.pdf
 
Ethics in Information Technology
Ethics in Information TechnologyEthics in Information Technology
Ethics in Information Technology
 
Social Media and the Law with Andrew Rosenman, partner, Mayer Brown Law Firm ...
Social Media and the Law with Andrew Rosenman, partner, Mayer Brown Law Firm ...Social Media and the Law with Andrew Rosenman, partner, Mayer Brown Law Firm ...
Social Media and the Law with Andrew Rosenman, partner, Mayer Brown Law Firm ...
 
Marketing Program Overview_Sal A _2012 v2.1
Marketing Program Overview_Sal A _2012 v2.1Marketing Program Overview_Sal A _2012 v2.1
Marketing Program Overview_Sal A _2012 v2.1
 
Keeping Your House In Order Getting It Right When Selling Online
Keeping Your House In Order   Getting It Right When Selling OnlineKeeping Your House In Order   Getting It Right When Selling Online
Keeping Your House In Order Getting It Right When Selling Online
 
Investing in Digital Threat Intelligence Management to Protect Your Assets ou...
Investing in Digital Threat Intelligence Management to Protect Your Assets ou...Investing in Digital Threat Intelligence Management to Protect Your Assets ou...
Investing in Digital Threat Intelligence Management to Protect Your Assets ou...
 
Social Networks - The Good and the Bad
Social Networks - The Good and the BadSocial Networks - The Good and the Bad
Social Networks - The Good and the Bad
 
Social Media Management by Dominic Sparkes at SMWF
Social Media Management by Dominic Sparkes at SMWF Social Media Management by Dominic Sparkes at SMWF
Social Media Management by Dominic Sparkes at SMWF
 

Dernier

NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopBachir Benyammi
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6DianaGray10
 
Do we need a new standard for visualizing the invisible?
Do we need a new standard for visualizing the invisible?Do we need a new standard for visualizing the invisible?
Do we need a new standard for visualizing the invisible?SANGHEE SHIN
 
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesHow to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesThousandEyes
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024D Cloud Solutions
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...DianaGray10
 
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataSafe Software
 
20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf
20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf
20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdfJamie (Taka) Wang
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Adtran
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostMatt Ray
 
Introduction to Quantum Computing
Introduction to Quantum ComputingIntroduction to Quantum Computing
Introduction to Quantum ComputingGDSC PJATK
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfAijun Zhang
 
Babel Compiler - Transforming JavaScript for All Browsers.pptx
Babel Compiler - Transforming JavaScript for All Browsers.pptxBabel Compiler - Transforming JavaScript for All Browsers.pptx
Babel Compiler - Transforming JavaScript for All Browsers.pptxYounusS2
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IES VE
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaborationbruanjhuli
 

Dernier (20)

NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 Workshop
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6
 
Do we need a new standard for visualizing the invisible?
Do we need a new standard for visualizing the invisible?Do we need a new standard for visualizing the invisible?
Do we need a new standard for visualizing the invisible?
 
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesHow to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
 
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
 
20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf
20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf
20200723_insight_release_plan_v6.pdf20200723_insight_release_plan_v6.pdf
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
 
Introduction to Quantum Computing
Introduction to Quantum ComputingIntroduction to Quantum Computing
Introduction to Quantum Computing
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdf
 
Babel Compiler - Transforming JavaScript for All Browsers.pptx
Babel Compiler - Transforming JavaScript for All Browsers.pptxBabel Compiler - Transforming JavaScript for All Browsers.pptx
Babel Compiler - Transforming JavaScript for All Browsers.pptx
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
 

Protecting Trademarks on Social Media

  • 1. 1/30/2015Copyright 2010 TM.Biz Protecting Trademarks on Social Media
  • 2. Topics Covered 1/30/2015Copyright 2010 TM.Biz  Current Situation in Social Media  Complications for Trademark Owners  Approaches to Protection
  • 3. Social Media is Exploding 1/30/2015Copyright 2010 TM.Biz You’ve heard of : 130 million120 million 120 million 120 million 120 million But have you heard of…. 100 million …and the Thousands of “smaller” niche players with millions of members each 500 million 160 million 200 million
  • 4. Social Media is Mainstream 1/30/2015Copyright 2010 TM.Biz • 60% of Internet users are members of Social Media Networks – PC Advisor • Social Media has overtaken porn as the #1 activity on the Web – NY Times • More than 21% of cell phone users visit social media from their phones - Comscore • Americans spend 25% of their time online on social networks - Nielsen • 25% of search results for the World’s Top 20 largest brands are links to user-generated content - Nielsen
  • 5. Usernames are the Internet’s New Brand Identifiers 1/30/2015Copyright 2010 TM.Biz Evolution Online for Trademark Professionals  200 million domain names (90M are .com)  2 billion usernames on top 20 social networks  25% of search results… are links to user generated content and this is growing
  • 6. Complication – No Barriers to Obtain Usernames are: • Free to obtain • First come - first served • Typically have profile pages • Indexed by search engines • Receive traffic and can be monetized • Typically NOT Reused
  • 7. Complication - No Protection Mechanisms Domain Names - Controlled Today • UDRP (Uniform Domain Resolution Policy) • WHOIS • Anti-Cybersquatting • In-Rem • Sunrise periods Coming Soon • Uniform Rapid Suspension • Trademark Clearinghouse • IP Claims Usernames – UNCONTROLLED Usernames are the Wild West when compared to Domain Names Today • No Dispute Policy • No Gatekeepers • No Group Coming Soon • Nothing • Nothing • Nothing
  • 8. Complication - Everything Old is New • Direct infringement • Derogatory and defamatory speech • Blatantly false information • Impersonation of executives
  • 9. Question What should I do to protect my Trademark’s Usernames in Social Media?
  • 10. Apply the lessons from Domain Names 1/30/2015Copyright 2010 TM.Biz Best Practice – Be Proactive & Not Reactive • Reserve your trademarks and key executives as Usernames • Identify infringement early
  • 11. The Costs - Business Case 1/30/2015Copyright 2010 TM.Biz  Proactive – Reserve Now • Package cost ~ $ 349 one time fee • Trademark secured on 100 social networks • Watch the rest  Reactive - Do Nothing • Assume 50 are taken • Assume 10 are of concern • Conduct Investigation  Cost: $500 x 10 = $5000 • Send takedown letters  Cost: $500 x 10 = $5000 • Sub-total cost: $10,000 • 50% success rate (5 of 10) • Repeat as infractions occur  Cost: $1,000/incident Example: Secure house brand in top 100 social networks
  • 12. Avoid “I think we have people handling this” 1/30/2015Copyright 2010 TM.Biz Best Practices Dictates this should be owned by Legal • This is a trademark protection and enforcement issue  How is it being managed?  Who are keeping the records?  Is it anonymous or public?  Who is ensuring the accounts remain active? • Domain Name Registrars are not in this business • Marketing Departments - may address some issues (quick Free Search on TM.Biz and you’ll know)
  • 13. Evaluate Benefits and Risks 1/30/2015Copyright 2010 TM.Biz Proactive  Avoid confusion  Avoid loss of revenue  Avoid embarrassment  Avoid damage control  Far less expensive than recovery/clean-up efforts Reactive  Consumer confusion  Loss of revenue  Loss of reputation  Legal fees  Recovery may not be successful
  • 14. 1/30/2015Copyright 2010 TM.Biz • Reserve trademarks and key executives as usernames • Include social media availability searches for all new name creation efforts • Monitor for emerging social networks to avoid surprises • Investigate “taken” usernames for trademark infringement TM.Biz Allows you to
  • 15. Sign-Up Now 1/30/2015Copyright 2010 TM.Biz 15  Eligible trademark professionals and brand managers can request a free account at: http://www.tm.biz  There are no set-up fees or subscription fees  Unlimited searching – you pay only for reports

Notes de l'éditeur

  1. We all know Social Media is taking over online and we know the usual suspects There is a wave coming behind that gaining momentum even more quickly and then behind that there is another wave of new players and niche players. It can seem overwhelming and just like websites in the mid 90s something some folks would like to ignore but as we learned then that would be a mistake
  2. That would be a mistake because Social Media is already mainstream This final point is probably the most important to Trademark Professional because Social Media has now reached the tipping point
  3. So if you put all the pieces together its very clear that when compared to Domain Names Usernames are gaining parity as the Internet’s
  4. So this creates some now complications and issues for trademark professionals. T
  5. When compared to Domain Names what thi
  6. Finally everything old is new. The issues for usernames are the same issues you always face with trademarks
  7. Learn from the past
  8. It makes sense to be proactive…. Protecting yourself is simple and costs next to nothing when compared to doing nothing now and dealing with it downstream.
  9. It could also be a mistake delegating to others. We learned these lessons with Domain Names as well
  10. At the end of the day you need to look at the pros and the cons for your businesses and clients