Facebook is a Paradigm Shift

Effective marketing requires Legal
Compliance

Technological innovation comes with Massive
Risk

5/12 10% of Internet traffic
up from 4% in 12/10
Mobile = ~8% of ecommerce
Monetization growing rapidly 79% is Apps
Mobile is changing the Game

Rapid increase of
time spent vs. $ spent on ads
Price of mobile clicks far less
Mobile ARPU is lower, but rising rapidly
Mobile is changing the Game

Drivers
Devices
Ultra competitive markets, massive innovation
Price of mobile clicks far less
Platforms
Nearly ubiquitous high speed wireless internet
UI - Increasing focus on design/usability
Beauty - relevant, personalized, curated content
Sharing- social emerging as starting distribution point for
content
Mobile is changing the Game

The Three C’s
Content
Connection
Commerce

Intellectual Property + Brand Protection
Contests + Sweepstakes
Content

Manage your reputation: Is the risk real? Yes.
Potential to damage brand.
Social Media shapes public opinion and
generates controversy. Perception is reality.
Content

How to guard online reputation:
1. Prepare. Pay attention to social media
conversations
2. Evaluate responses but don’t overreact
3. Participate
Content

Fan Pages – Branded Vs. Unbranded Pages
Content

a. Target Audiences
b. Privacy
c. Location
Connecting

a. Digital Currency
b. Advertorials
Commerce

Social Media is no longer just part of a marketing strategy.
Danny Rimer, a partner at European venture capital firm
Index Ventures, sees this as the future for e-commerce. In
his search for viable investments, he’s now looking for a
social media layer to any e-commerce company that comes
knocking at his door.
Business is Social

As social media is becoming more pervasive, state
legislatures are reacting: perceived threats, e.g. Cyber-
bullying leading to real attempts to control online speech.
Trends

Conduct a Social Media “Legal” Audit

Trade & Commerce Issues:
• Advertising & Promotions Laws
• Click-Wrap Agreements
• Choice of Law/Forum
• Disclaimers
• Federal Trade Commission Blogger Guidelines
• Insurance Law
• Industry Regulations & Guidelines
Social Media “Legal” Audit

HR & Employment Issues:
• BYOD & Computer Usage Guidelines for Employees
• Employment and Labor Laws
• Social Media Guidelines for Employees
Social Media “Legal” Audit

Be Proactive

Remember with Search & Social.
Problems can spread like wildfire.