Social Media Success in Regulated IndustriesEric Berto, Shannon Paul, Mark Story #cya
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
#cya
What We’ll Talk About TodayUs - why we’re 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
#cya
Who ARE You Guys?Eric Berto
PR and Corporate Communications specializing in B2B/enterprises
Former reporter who joined the dark side
Managing PR/corp comm for a public company
Shannon Paulplease insert some stuff
Mark StoryDirector of New Media at the SEC
Adjunct at Georgetown University
15 years in “new media”; Barry Manilow hater#cya
Did someone say “regulated?”
• Welcome to our world• Shannon’s disclaimer(s)• Eric’s disclaimer• Mark’s disclaimer
#cya
Good communication practices using social media• Engage 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.
#cya
The Reality 1. The lawyers rule.
2. You have to be cautious.
3. Compliance review takes time and is laborious.
4. When an issue is breaking, you might lose precious time and representation.
5. You might have to get forgiveness before permission.
6. When in doubt, see Rule #1.
“You want to do WHAT??!”
#cya
What we really mean
QuickTime™ and a decompressor
are needed to see this picture.
#cya
A Day in the Life - Shannon
#cya
#cya
A Day in the Life - Eric
• The PR approval process
• Eric writes draft 1
• Draft 1 reviewed by product marketing
• Eric writes draft 2
• Draft 2 reviewed/revised by general counsel
• Eric fixes the lawyer language to be human
• CEO reviews the release
• Eric Creates “Final” version
• Lawyers, Product Marketing & CEO approve.
• Eric publishes “Final Final” to the wires.
#cya
A Day in the Life - Mark
• Understand 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.
#cya
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
Understanding the macro environment
• Shannon and Eric• YOU
From the company perspective
#cya
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?
#cya
Making it happen in a regulator
• A 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 can’t 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.
#cya
SEC Social Media
You Tube Automaticoutbound
Blogger engagement
#cya
Summing up• Using social media in a highly regulated
industry is not easy - on either the regulated or regulator side.
• It’s hard, but it’s not impossible.• Other points, guys?• Beacoup Q&A• Then C-YA!!!
#cya
Like us?
• Shannon Paul: http://veryofficialblog.com/• Eric – http://www.thegeekgiant.com• Mark:
http://www.intersectionofonlineandoffline.com/
#cya
Recommended
