Originally presented at client brand forum at Taylor Wessing, one of Europe's largest technology law firms.

1. Internet/Social Media Issues for brand owners Taylor Wessing client brand forum 17.3.10 www.davidgreen.me.uk

2. Agenda Social media in context Risks Rewards Implementation Social enterprise New internet domains Resources Note: these slides are published under Creative Commons and available to download (some animations plus further details and references in notes view). Please feel free to re-use, but do please cite source .Thank you.

3. From this From this.....

4. ...to this...

5. ..or more accurately, this.

6. Web - evolution Web 1.0 Dial-up Passive downloading Peripheral comms activity ‘Bricks and clicks’ transactions Limited business value Web 2.0 Broadband Rich media User generated content Customer conversations Increasing business value Semantic web AI Business value Social web Web 3.0? Wireless Intelligent agents Machine manipulation Inter-operable content Strategic imperative Knowledge Information Brochure-ware 2000 2005 1995 Today Complexity & role of technology

7. Traditional brand promotion One to many Disruptive advertising Alerting and awareness PR Staff Comms idea Ads Physical Direct marketing Web

8. Social media More than a movement from traditional media to online media It is a fundamental cultural change that has far reaching implications Control over customer conversations is no longer possible in this new world All organisations operate in this changing social environment and must engage with this cultural and technological change if they are to influence these new conversations “If you have a brand, you‘re under threat. Your customers have always had an idea about what your brand signifies, an idea that may vary from the image you are projecting. Now they‘re talking to each other about that idea. They are redefining for themselves the brand you spent millions of dollars creating.”ForresterGroundswell Report

9. Social media spectrum Social video, photo & audio Social bookmarking Social networks Wikis Microblogs Blogs Widgets & Mashups Social media

10. Social media spectrum

11. The new culture Many to one Listening & engaging You do not control.. ..do not try to control.. ..but you can affect your audience’s perception – and on a much larger scale than ever before Source: DigitalStrangelove PR Staff Brand community Ads Print Direct marketing Web

13. Listen – research brand sentiment and customer insights

14. Respond - empower employees to reply & act

16. Risks Malicious actors, user generated content, information leakage

17. Risks Reputation: misinformation, defamation, IP rights abuse, brand protection Financial: stock price manipulation Legal: regulation violation, liability claims arising from false endorsement (fake reviews) Identity theft: impersonation, access to corporate data, malware/social engineering Ownership: employee vs organisation, documents leaked to internet “If your business depends on a positive Internet reputation, then you have little choice than to explicitly manage that reputation online”. Gartner “These Internet sites in general are a proven haven for malicious actors and content and are particularly high risk due to information exposure, user generated content and targeting by adversaries.”US Military

18. Why is this person famous on the web?

19. Astroturfing..

20. Twitter phishing attacks Jan 5 2009 – ‘Monday morning madness’ – 18yr old hacks 33 high profile accounts including President Obama and Britney Spears Feb 26 2010 – Twitter phishing attacks make UK headlines Ed Miliband – Cabinet minister for energy and climate change tweeted - "Oh dear it seems like I've fallen victim to twitter's latest 'phishing' scam.“ (the offending hack tweet has been removed) Some hacked by software that looked for weak passwords URL shortening services e.g. Bit.ly –now implementing monitoring and scanning akin to web-hosted email such as Hotmail or Gmail

21. Twitter phishing attacks

22. Online brand infringement Global Counterfeit Sales Defend Revenue: control online channels, prevent loss of revenue Counterfeit Wholesale Exchanges Gray Market Sales Identity Fraud(Financial) Protect Brand: monitor for abuses and take action Identity/ Credential Theft(Phishing) Complexity of Threat Brand Abuse Direct Marketing of Fake Goods Brand Compliance Traffic Diversion Create Ownership in Identity with global domain registration and management Customer Solicitation False Association Copycat Sites Disparagement Cyber-Squatting Source: MarkMonitor Severity of Threat

23. Reputation - Brand abuse threats Phishing - criminals attempt to steal personal identity and related information using emails, websites and social media that reflect brand identity of targeted brand Pharming - hacker redirects website traffic to a bogus site Cybersquatting - infringing on trademarks within the domain name system - often part of an overall brand infringement that involves other tactics Malware - visitor directed to a bogus site or page – malicious code (e.g. a virus) is downloaded in the background – compromised computer can now be used to launch email spam, log info entered via keyboard, and even in cyber warfare

24. Mitigating risks Organisational: process, policies, guidance, resourcing Staff policy on appropriate use of internet sites – how is this communicated, monitored and enforced? Are staff educated on online risks, security, privacy? Does your organisational structure and operational resources align to the new reality? No, really? Shift blogs and community sites to separate legal entity? Need to explicitly monitor and manage online presence: determine relevancy of threat, sentiment etc. prioritisation of content of concern and issues process for determining sites for enforcement consideration for responses to infringers Site complaint mechanism, cease & desist, litigation Crisis communications – what to do in real time world – contingency planning – buying keywords etc.

25. Rewards Audience reach and engagement

26. eCommercevs Social commerce

27. Power of social recommendations Source: http://arnoldwaldstein.com/blog/facebook/

28. Facebook revenue - $1Billion + Branded direct sale inventory Sells campaigns to agencies and brand owners through its sales force Rate card is circa $20 CPM – higher than most social networks $50K min spend for agencies? Self serve display ads Search engine marketers beginning to switch some of their budgets to Facebook Early adoption resulting in higher click through rates, but likely to decline as adoption becomes mainstream Virtual goods & Facebook credits Collects 30% of all sales of virtual goods such as birthday gifts and items in games or worlds Launched branded virtual-good ad units Targeting and viral features Advertisers can select by a range of demographic and preference criteria Estimated size of target audience, clicks and impressions are provided at configuration Viral elements can expand a campaign well past the ad units bought.

29. Facebookvs Google

30. Facebook marketing

31. Dell Learnt from early brand damage Developed a ‘conversations and communities’ team of 40+ people Several blogs 65 twitter accounts which 400K+ followers Promotions on Twitter have generated in excess of £3m in sales http://www.dell.com/twitter - official Dell twitter feeds, blogs, customer ratings & reviews

32. Implementation

33. Social media implementation Organisations recognize the need to implement or improve their social marketing programs, but cite a lack of tools and expertise as their biggest challenges. Strategy and objectives – not technology tools! Enabling employees – rapid micro-communications Listen and respond to what customers and critics say

34. Online brand protection - implementation Considerations Services Start early to set precedent and to demonstrate pro-activity to sponsors Establish process, workflow and reporting Identify technology tools Prioritise infringement types Continuously revise filters as new sponsors and issues arise Filter out irrelevant domains Allow time for Cease & Desist notifications to take effect Brand monitoring services Online security services Social media buzz monitoring Domain monitoring Internet monitoring for trademarks Logo and image tracking URL link checking Auction site monitoring Phishing attack management

35. Social enterprise Internal social networks and collaboration

36. Social not-working Most organisations are concerned about the impact of social networking on staff productivity & risks of leaking sensitive corporate information Robert Half Technology – Oct 09 survey of 1,400 US CIOs: 54% of U.S. companies say that they have banned workers from using social networking sites 19% of companies allow social networking use only for business purposes 16% allow limited personal use Nucleus Research – July 09 survey of 237 corporate employees employee productivity drops 1.5% at companies that allow full access to Facebook in the workplace one in 33 workers surveyed said that they use Facebook only while at work 87% said they had no clear business reason for accessing the social network

37. Social enterprise Organisations must also adapt to the expectations of customers and employees who widely use such tools “The adoption of social networking type applications will drive the next generation of business software and growth” (Bill Gates)

38. New Internet domains Impending Internet liberalisation

39. New Internet domains “New York City, like many of its global competitors, plans to apply for a top level domain name.” NYC council * The Internet domain system is to be liberalised - it will soon be possible to create new domains for: cities, as well cultural & geographic regions brands & trademarks generic keywords ICANN predicts 400-500 new domains in first round of applications. “My government would certainly welcome and support a dot Sydney domain.” - Nathan Rees, (former) New South Wales Premier

40. New internet domains - cities

41. New internet domains - keywords

42. To conclude

43. Conclusions The marketing mix is broader and deeper, with a plethora of interactive tools and channels – keep web investment up Risk and reputation - must monitor your internet presence and act accordingly Cultural shift - to engage externally, you must first change internally

44. Thank you www.davidgreen.me.uk www.linkedin.com/in/dcgreen davidcgreen@hotmail.com

45. Appendix Resources

46. Resources Top 10 social media blogs Mashable Socialnomics Wikipedia Social Media Digital Strangelove

47. Photo credits All photos are Creative Commons, sourced via Compfight Slide 3 - Atlas Slide 4 – Digital Globe Slide 5 – Map of Internet Slide 13 – The Conversation Prism Slide 16 – Barbra Streisand Slide 17 – Astroturf

48. Biography David Green is an Internet consultant. He is currently (March 10) working on several projects including applications for new domains resulting from the impending liberalisation of the Internet domain system. Previously he was Global eMarketing Director for Deloitte, where he led the firm’s global web operations & Internet marketing, including online brand protection & social media. He is a regular speaker at conferences and events, including presenting on sustainable brands at MARQUES, and has contributed to a variety of publications including Financial Times, The Independent & World Trademark Review. www.davidgreen.me.uk