Presentatin

1. Regulated Social
@iamreff #RegSoc 1

2. Slides
Go to refford.com
Follow the link in the orange bar.
@iamreff #RegSoc 2

3. Agenda

Burning questions?

Mr Startup vs. Mr PharmaBank

Challenges

Recommendations

Who's doing social well
This presentation does not reflect the views of my
employer
@iamreff #RegSoc 3

4. Mr. Startup

Twitter: “We just launched version 1!
Register for our beta at OurStartUp.com”

YouTube: Instructional videos

Blog: Provide depth and purpose

Facebook: Connect with early adopters
Focus:
Awareness. As fast and furious as I can
get it.
@iamreff #RegSoc 4

5. Mr PharmaBank

Twitter: “Delete tweets we don't like?”

YouTube: Doesn't support our brand
standards

Blog: Subject Matter Experts are not
cleared to speak publicly

Facebook: Do our customers want advice
on an open channel?
Focus:
Don't jeopardize our integrity.
@iamreff #RegSoc 5

6. Survey Time!
According to a July 2011 Cerulli Associates
survey, what is the top social platform used
by firms?
A. LinkedIn 38%
B. Blogs 25%
C. Facebook 38%
D. YouTube 19%
E. Twitter 56%
@iamreff #RegSoc 6

7. Challenges
@iamreff #RegSoc 7

8. Authorized Spokespersons

Not everyone can speak for the company

All spoke persons are media-trained

Subject Matter Experts are likely not
cleared to speak

Ultimately, limits your ability to generate
impressions on social via employees
@iamreff #RegSoc 8

9. Regulatory Landscape

Blogs, Twitter, Facebook = “Advertising”

Chat, Comments = “Public Appearance”

Liking, Commenting = “Endorsement”

Third-party URL= “Entanglement”
Supervise Recordkeep File
@iamreff #RegSoc 9

10. Brand Management
@iamreff #RegSoc 10

11. Third Party Linking

Defined: Linking to content on sites that
aren't ours

Websites have Terms of Service

“Deep Pockets” theory

Outcome: A conservative Legal team may
want to approve each website's ToS and
often obtain explicit authorization to link
@iamreff #RegSoc 11

12. Survey Time!
According to a 2011 kasina report, what
percentage of firms are measuring ROI for
Social Media?
A. 33%
B. 37%
C.17% winner
D. 11%
E. 67%
@iamreff #RegSoc 12

13. Entanglement

Outlined in SEC regulation 10-06

Practically: If we link to a site, our firm is
potentially entangled with the content on
that site

Outcome: Compliance must review each
third party page before Marketing can use
it
@iamreff #RegSoc 13

14. Content
Discussing product introduces new issues

Additional Compliance requirements

Additional process

Tone is important
– “Money Ain't Funny”
– Maintain integrity (link baiting?)
@iamreff #RegSoc 14

15. Costs

Social Media is cheap?

All this adds up to expensive resources

Leads management to ask “What's the
ROI of social”
@iamreff #RegSoc 15

16. Survey Time!
According to a July 2011 Cerulli report,
organizationally, where does Social Media
reside?
A. Corporate Strategy 7%
B. Retail marketing communications 27%
C.Public Relations 7%
D. Corporate marketing communications 39%
E. Senior management 7%
@iamreff #RegSoc 16

17. Recommendations
@iamreff #RegSoc 17

18. Well Rounded Approach
@iamreff #RegSoc 18

19. Executive Support

Executive support is the only critical factor
in getting a social initiative off the ground
– Clears a path
– Urgency
@iamreff #RegSoc 19

20. Cross Functional Team

Marketing

PR

IT

Compliance

Support

HR
@iamreff #RegSoc 20

21. Strategy

Know why you're doing social
If ((social strategy <> marketing strategy) &&
(marketing strategy <> business strategy));
printf (“you're doing it wrong”);
@iamreff #RegSoc 21

22. Manage Expectations
Don't expect social to carry the load
Pepsi 2010:

2010: Decides to forgo Super Bowl advertising and
instead invests $20mm in the “Pepsi Refresh
Project” social media campaign.
Pepsi 2012:

Loss in market share

Cut 8,700 jobs & $1.5 billion cost savings

Boosting Ad spending $500+ mm
@iamreff #RegSoc 22

23. Best Practices?

# early practices > # best practices

Connect with others in your industry

Seek advice of consultants and analysts

Use industry examples to “normalize”
ideas
@iamreff #RegSoc 23

24. Survey Time!
According to a 2011 kasina report, what
percentage of firms are active in social
media?
A. 48%
B. 80% winner
@iamreff #RegSoc 24

25. Test and Fail Fast

Track metrics

Test different:
− copy
− content
− campaigns

What drives:
− impressions
− clicks
− conversions
@iamreff #RegSoc 25

26. Invest in Tools

Social listening
– Socialmention.com
– Radian6, Lithium

Social management
– Hootsuite
– Argyle

Compliance
– Hearsay, Socialware, Actiance
@iamreff #RegSoc 26

27. Metrics & Measurement

Key Performance Indicators

Measure per platform

Consider
− Audience
− Engagement
− Referral
− Conversion
@iamreff #RegSoc 27

28. Define processes

How to align social content with strategic
business and marketing efforts

Content review and approval

Internal contacts: sales, support,
complaints, media

Content calendar

Social Media Response

Reporting
@iamreff #RegSoc 28

29. Activation Strategy

How are you going to raise awareness?

Sales support

Marketing collateral: print, Advertising,
business cards, email signatures,
website?

Internal communications

Influencer outreach (media, analysts)
@iamreff #RegSoc 29

30. Survey Time!
According to a November 2011, Ignites
reader poll, what percentage of readers
said social media is a fad?
A. 15%
B. 39%
C. 35%
D. 11% winner
@iamreff #RegSoc 30

31. Who's doing social well?
@iamreff #RegSoc 31

32. Twitter
Managing Crisis
Listening to Customers
Disseminating news
Source: kasina
@iamreff #RegSoc 32

33. MFS LinkedIn
Relationship building
Sales empowerment
Showcasing capabilities
Source: kasina
@iamreff #RegSoc 33

34. Facebook
Community building
Content promotion
Source: kasina
@iamreff #RegSoc 34

35. Thank you
John Refford
john@refford.com
@iamreff
refford.com
@iamreff #RegSoc 35