keeping your partners on track - markmonitor...websites and social media are the primary forms of...
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© 2015 MarkMonitor Inc. All rights reserved.
Keeping Your Partners on Track: How to Protect Your Brand Online
Daniel Morton
Product Marketing Manager, MarkMonitor
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Industry Policy Breakout
Terminology
Special Challenges
Examples of Policies Across the Following:
• Automotive
• Travel & Leisure
• Direct Selling Industry
• Insurance
Workflow and Remediation
How and Where to Monitor for Brand Abuse
Strategic Approach
Remediating Brand Abuse
Agenda
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Third parties that represent your brand and are bound by a partner agreement.
But, first let’s get on the same page…
Partners: Many Names, Same Function
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Part 1 Policy Breakout by Industry
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Unique challenges across industries
Common Industries with Partner Programs
Industry Snapshot
Automotive
Dealers
Geography- based
Often sell multiple brands
Travel & Hospitality
OTA’s, Affiliates,
Aggregators
Franchisees Sub-affiliates
High competition for
paid ads
Direct Sale Companies
Independent Representatives
Distributors, Consultants, …
Focus on off-line sales
Inexperienced marketers
Heavy social media use
Insurance
Agents, Independent
Representatives
Highly restrictive regulatory
environment Large penalties
for non-compliance
Partners
are called…
Special
Challenges…
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Automotive
Industry Focus
Partners: “Dealers”
Challenges:
• Dealers are geography based
• Automotive dealerships offer multiple brands in one location so
keeping brand identity separate is necessary
Monitoring Focus:
• Domain name ownership
• Website content (text, logos, links, etc.)
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Domain name violations are common across industries.
Domains:
• Custom domain required if doing paid search ads.
• Cannot mention names of other manufactures.
• Should not include broad geographic coverage.
Use of Brand in the Domain:
• Examples:
www.brandpartner.com
www.cheapbrandpartner.com
www.brandhoustontexas.com
www.brandpartner-competitor.com
Common Guidelines
Automotive Example
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The words a partner uses influences customer perceptions of your brand.
Website Content:
• No links to other manufacturers
sites.
• Should not include other
manufacturers' names, logos, or
product images.
• Can only offer complementary
products.
• Advertising messages that shout
“distress merchandise” not allowed
• Parked Pages
Automotive Example
Common Guidelines
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Landing Page and Paid Ad Violations
Automotive Examples
Dealer Owned Domain:
www.dealername-brand-location.com
Generic
Parked Page
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Travel and Hospitality
Industry Focus
Partners: “Online Travel Agents (OTAs)”, “Affiliates”,
“Aggregators”, “Franchisees”
Challenges:
• Franchisees
• Sub-affiliates
• High competition for paid ads
Monitoring Focus:
• Paid ad keyword use
• Landing page compliance
• Domain names
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Guidelines for websites help reduce brand erosion and channel conflict.
Domains & Websites:
• Websites must clearly indicate that travel agency is the website
operator.
• Cannot claim to be "official website" of the brand.
• Cannot use brand trademarks as domain name. Including typos.
in any part of the domain name URL path or subdomain.
• Cannot include trademarks in the meta data or title tags.
• No Cloaking - presenting one type of content to the search engine
but redirect visitors to another type of content.
• No hidden text - such as trademarks or typos in the background
color to achieve ranking. Or as alternative text for images.
Common Guidelines
Travel and Hospitality Example
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Paid search guidelines help reduce marketing costs.
Paid Search:
• May not use brand trademarks or typos as keyword terms.
• When purchasing generic destination related keywords - must
negative match brands trademarks so ads are not shown.
• Ad text with the brand name can only be used if the landing
page is substantially dedicated to the brand and does not
contain any competitor products.
Social Media:
• May not use the brand as usernames or in profile pictures.
Common Guidelines
Travel and Hospitality Example
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OTA Generic Landing Pages for Branded Ad Text
Travel and Hospitality Example
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Direct Sales Company
Industry Focus
Partners: “Independent Representatives”, “Independent
Distributors”, “Consultants”, Others
Challenges:
• Off-line sales, restricted online advertising
• Inexperienced marketers
• Heavy social media use by partners
Monitoring Focus:
• Social media usernames and links
• Online marketplaces
• Unauthorized websites / domains
• Paid ads linking to company provided page
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Websites and social media are the primary forms of online contact for partners.
Websites and Domains:
• May not create or maintain any page, other than your company supplied
"personalized page"
• May not register any domain names that include the brand name.
(agrees to transfer any such domain names to company).
• Cannot register email addresses with brand. For example:
• May need to include specific government required disclosures to website.
Social Media:
• Cannot create social media profile just for sales purposes.
• Profile pictures cannot contain the logo or product images.
• Linking from social media sites IS allowed.
Common Guidelines
Direct Sales Company Example
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Anyone can put up an ad quickly – it is easy to violate partner guidelines.
Paid Search:
• Cannot purchase
keywords that contain the
brand name or any other
trademark.
• Cannot link back to
corporate site or “shared
site domain”
Marketplaces:
• Cannot sell products on
online auctions or
marketplaces.
Common Guidelines
Direct Sales Company Example
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Social Media Username Violations
Direct Sales Company Example
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Insurance
Industry Focus
Partners: “Agents”, “Independent Representatives”
Challenges:
• Highly restrictive regulatory environment
• State dependent advertising guidelines
• Large penalties for non-compliance
Monitoring Focus:
• Unauthorized domains
• Website content
• Social Media Use
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All advertising to undergo compliance review in highly regulated industries.
Domains & Websites
• Highly restricted advertising policies in all online channels.
• Brand provided material only.
• Any unique content must be approved by compliance department.
• Not allowed to create websites outside of company provided.
• Specific disclosures must be used on website and email
communications.
• Brand updates (ie: new logo) require additional compliance efforts.
Social Media
• Certain types of communication are prohibited.
• Greater information requirements for profiles – such as full name
and insurance number.
Common Guidelines
Insurance Company Example
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Brand Consistency Needs Monitoring
Insurance Company Example
Candidate
for Soft Letter
Communication
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Part 2 Workflow and Remediation
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Brand Compliance Best Practices
Strong
Agreement
Proactive
Monitoring
Selective
Action
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Develop a workflow that works best for your particular situation.
Use as a Guideline
Typical Workflow
1. Automate Monitoring Across Channels
2. Filter Results
3. Classify / Categorize
4. Prioritize
5. Take Action
i. Soft Letter
ii. Assertive Letter / Phone Call
iii. Withhold Commissions / Remove from Program
6. Help Prevent Future Issues
i. Revise partner agreement regularly.
ii. Communicate changes to your partners.
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Existing and Newly Registered Domain Names
Website Content
• Text on page, logos, links, hidden text, meta text, title tags
Search Engine Advertising
• Trigger keywords, title and text, display URL, landing page
Social Media
• Usernames, images, links, content of posts (if regulated)
Marketplace & Auction Sites
• Usernames, auction / listing content, store names / content
Mobile Apps
• Images, association, function, reviews (negative?)
Email Content
Partners operate across multiple internet channels!
Areas to Focus your Monitoring Efforts
Monitor Across Channels
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Sample Letter
Communication Sample
Identify message origin
Explain violation
Provide solution
Use inclusive language and
provide method of verification
and contact information
Increase compliance with specific letters to violators.
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Remember these are “Partners”
• Some may not be aware they are violating the agreement.
• Three Strikes Approach: Reminder – Warning – Out.
• Remove repeat offenders and large scale abusers.
“Bad Apple” Scenario
• Allowing just one abuser will encourage others.
Prevention
• Rewrite agreement to cover common loopholes
• Issue notices to partners.
• Take corrective action on remaining abusers.
A comprehensive plan is critical to the success of your partner program.
Workflow and Remediation Final Tips
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Questions?
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Thank You!
For information on MarkMonitor solutions, services and
complimentary educational events
• Contact us via email:
• Visit our website at:
www.markmonitor.com
• Contact us via phone:
US: 1 (800) 745 9229
Europe: +44 (0) 203 206 2220
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