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Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner Intellectual Property Strategic Counseling Intellectual Property Litigation Patent Litigation Trade Secrets & Unfair Competition

Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

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Page 1: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

Social Media: Tips for Brand Management and Crisis Management

Johanna Wilbert, Partner

• Intellectual Property Strategic Counseling

• Intellectual Property Litigation

• Patent Litigation

• Trade Secrets & Unfair Competition

Page 2: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

SOCIAL MEDIA: Tips for Brand Management and CrisisPresented by: Johanna Wilbert, Partner

Page 3: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

Why does it matter?

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Page 4: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

Social Media Impacts Brand Value

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Page 5: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

Celebrity Images

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Page 6: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

Jordan Awarded $8.9 Million

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Page 7: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

Co-brand With Permission

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Page 8: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

Invasion of Privacy

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Page 9: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

FTC Recommends Disclosure

• "Determining whether followers are aware of a relationship could be tricky in many cases, so we recommend disclosure."

• Disclosure can be accomplished through post language or the inclusion of hashtags, for example:• #ad

• #sponsored

• #promotion

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Page 10: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

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Page 11: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

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Page 12: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

Reactvertise With Care

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Page 13: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

Handling Real Time Advertising

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Page 14: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

Handling Real Time Advertising

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Page 15: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

Handling Real Time Advertising

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Page 16: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

Handling Real Time Advertising

231

• In his Academy Award acceptance speech actor Matthew McConaughey referenced that his father was a Miller Lite beer drinker

• The Miller Lite team heard the reference and crafted the below response:

Page 17: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

Handling Real Time Advertising

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Page 18: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

Top Tips

• Check hashtags for trademark use

• Evaluate celebrity right of publicity

• Blur or remove trademarks in images

• Disclosure of advertisement/sponsorship

• Evaluate scope of permission granted

• Obtain rights for background music used

• Consider rights of minors or customers

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Page 19: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

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Page 20: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

Before A Crisis Occurs

• Monitor social media

• Have a social media plan

• Prepare pre-approved statements

• Run a fire drill

• Respond to take down requests promptly

• Evaluate what standards to use for deleting or commenting

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Page 21: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

Have Mechanism to Stop

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Page 22: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

After A Crisis Occurs

• Respond in the venue where the crisis is

• Do not argue

• Document and preserve all related posts

• Acknowledge the issue

• Respond in a timely manner

• Consider alternative forum for follow up

• Change the narrative

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Page 23: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

Avoiding A Social Media Crisis

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Rogue tweet from @RedCross:“Ryan found two more 4 bottle packs of Dogfish Head’s Midas

Touch beer . . . when we drink we do it right #gettngslizzerd”

Page 24: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

Red Cross Avoided Fallout

• Acknowledged the problem

• Took action

• Stayed true to tone and message throughout

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Page 25: Social Media: Tips for Brand Management and Crisis Management … · 2017-06-15 · Social Media: Tips for Brand Management and Crisis Management Johanna Wilbert, Partner •Intellectual

Questions?

Johanna WilbertMilwaukee Office(414) [email protected]