BlogWorld 2009 Presentation - Social Media in a Regulated Enviroment

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    11-Apr-2017

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  • Social Media Success in Regulated IndustriesEric Berto, Shannon Paul, Mark Story#cya

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  • What Well Talk About TodayUs - why were hereMarketing 101 and where it bumps up against a regulated industryHow we did it - macro and micro levelHow you can do itLots of back-and-forth

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  • Who ARE You Guys?Eric Berto PR and Corporate Communications specializing in B2B/enterprisesFormer reporter who joined the dark sideManaging PR/corp comm for a public companyShannon Paulplease insert some stuffMark StoryDirector of New Media at the SECAdjunct at Georgetown University15 years in new media; Barry Manilow hater

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  • Did someone say regulated?Welcome to our worldShannons disclaimer(s)Erics disclaimerMarks disclaimer

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  • Good communication practices using social mediaEngage in instantaneous, two-way communication. If something is incorrect out there, jump all over it.Be completely honest.Be transparent about your motives.Speak with your own voice; be yourself.

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  • The Reality The lawyers rule.You have to be cautious.Compliance review takes time and is laborious.When an issue is breaking, you might lose precious time and representation.You might have to get forgiveness before permission.When in doubt, see Rule #1.You want to do WHAT??!#cya

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  • What we really mean#cya

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  • A Day in the Life - Shannon

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  • A Day in the Life - EricThe PR approval processEric writes draft 1Draft 1 reviewed by product marketingEric writes draft 2Draft 2 reviewed/revised by general counselEric fixes the lawyer language to be humanCEO reviews the releaseEric Creates Final versionLawyers, Product Marketing & CEO approve. Eric publishes Final Final to the wires.

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  • A Day in the Life - MarkUnderstand that you are dealing with people who are lawyers. Uncontrolled messaging scares people.Understand that you are selling something. Speak in benefits-oriented statements that resonate.Pick your battles.Have the patience of Job.Know that you CAN make a difference.

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  • Understanding the macro environment

    Regulation FD:Mandates that all publicly traded companies must disclose material information to all investors at the same time.The regulation sought to stamp out selective disclosure, in which some investors (often large institutional investors) received market moving information before others (often smaller, individual investors).

    The SEC Rule#cya

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  • Understanding the macro environmentShannon and EricYOU

    From the company perspective#cya

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  • Making it happen inside a regulated company

    Best practices for using social media inside a regulator

    Best practices for using social media inside a regulated company

    What are your stories?

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  • Making it happen in a regulatorA lot of internal education. A few talking points:The conversations is already taking place. Be part of it or watch.Making the case using ROI statistics like CPC (cost per contact)Sometimes you cant make the ROI argument - but that does not mean your are wrong.Begin with baby steps - internal blog first rather than external.There will be roadblocks. Anticipate them.

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  • SEC Social MediaYou TubeAutomaticoutboundemailTwitterBlogger engagement#cya

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  • Summing upUsing social media in a highly regulated industry is not easy - on either the regulated or regulator side.Its hard, but its not impossible.Other points, guys?Beacoup Q&AThen C-YA!!!

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  • Like us?Shannon Paul: http://veryofficialblog.com/Eric http://www.thegeekgiant.comMark: http://www.intersectionofonlineandoffline.com/

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