On Wednesday, January 26th, Zócalo Group's CEO, Paul Rand, will lead a panel workshop at the American Conference Institute's 24th National Advanced Forum on Advertising Law. The Forum is focused on practical strategies to enhance your company's advertising practices while overcoming new regulatory challenges. Paul will lead the workshop, "Developing a Compliant Social Media Policy", alongside Tony DiResta, Partner, Manatt, Phelps & Phillips, Gary Spangler, Corporate eMarketing Manager, Dupont, and James Dudukovich, Marketing Counsel, The Coca-Cola Company. The panel will discuss the potential dangers and legal implications associated with social media use, and the importance of developing a social media policy for your company and employees.

1. January 26, 2011 Developing A Compliant Social Media Policy Presented by Paul Rand President & CEO of Zócalo Group

2. The World of Marketing and Communications Has Shifted

3. In the U.S., Consumers Spend Over Five Hours Using Social Media Each Day – Nielson 2010

4. And They Expect To Use Their Preferred Media Channels Simultaneously

5. Sharing Not Only What They Like, But Where They Are 2010 has seen a significant rise in location-based social network use

6. Rising Smartphone Usage Has Made This Easier Than Ever Before In 2010 25% of U.S. adults had Smartphones. In 2011, that number is expected to increase to 50%. – Nielson 2010

7. And Brands Are Catching On, Taking Social Media Beyond Social Networks Many brands are integrating the Facebook “Like” and Twitter “Tweet” buttons onto their websites to more easily connect with consumers

8. Conservative Figure?

9. Mass Connectors Account For 80% of the Online Influence In Social Networks Among social connectors, 80% of the impressions about products and services come from only 6.2% of the people online. Online Adults Influence Impressions Mass Connectors (MC) MC MC 6.2% of online adults 80% of the impressions about products/ services -Source: Forrester

11. Recommendations Are Becoming Recognized as the True “Holy Grail” of Marketing “ The rewards of pursuing excellence in WOM are huge and it can deliver a sustainable and significant competitive edge few other marketing approaches can match. With so few companies actively managing Word of Mouth – the most powerful form of marketing - the potential upside is exponentially great.” A New Way to Measure Word-of-Mouth Marketing April 2010

15. Compliance Requirements— Tony DiResta