Leveraging Social MediaIn Regulated IndustriesJason FallsDoe-Anderson

SOMESSOLondonMay 15, 2009

It’s A New Way Of Marketing Honesty Transparency Responsiveness Conversation

Banking Pharmaceuticals Health Care Insurance Publicly Traded Companies Spirits

Truth In LendingTruth In Savings & Overdraft

ProtectionFull DisclosuresAll Communications Pre-Approved

Cannot Promote Ancillary Benefits Consumer comments on corporate

website still responsibility of company Off-site discussions involving company

officials can be construed as corporate communications as well

Government Mandated Review & Approval

Privacy Laws

Medical Advice Given Exposes Liability

Individual State Regulations (U.S.)

No Advice Unless Licensed In Specific State

Customers Will Ask For Advice

Regulation Fair Disclosure

Blogger Relations Challenge

Open Discussions Open Opportunity For Leaks

Self-Regulating Industry

Multiple Organizations World Wide

High Standards, LPA+ Audience

It’s The Right Thing To Do

Distilled Spirits Council of the United States

Code of Responsible Practices for Beverage Alcohol Advertising & Marketing

www.discus.org

Alcohol advertising/marketing intended for adults of LPA who choose to drink

No advertising in any manner directed or primarily appealing to persons below LPA

Advertising/Marketing Communications should only be placed in mediums where at least 70% of the audience is LPA * (Beam Global - 75%)

No depiction of children or images that appeal to children No Santa Claus (yep, it is its own rule.) No rite of passage messaging Actors must appear 21 but must be at least 25

Social Responsibility & Good Taste Codes Nothing that depicts anti-social, illegal or irresponsible

behavior

No indecent images or language

No religious themes

No overt sexual activity, promiscuity or sexually lewd images or language

Website Codes

Must Have LPA Gateway

Hinders Search Engine Results

Blocks Content

Must Provide Parents Blocking Software

Rules Are There For A Reason

Not The Rules, But The Policing

We Cannot Circumvent Them

User-Generated Content

Must Comply With Policy, Copyright, Trademark

On Our Website, Our Responsibility

Immediacy Of Conversation

How To SucceedHow To Succeed

Get Buy-in From Above

Work Closely With Legal/Compliance Team

Educate, Educate, Educate

Approach Content & Moderation As A Team

Develop Agreed Upon Response Timelines With Definitive Outcomes

Beam Global ExamplesBeam Global Examples

Beam Baja Twitter Tracker

Bill’s Blog

Canadian Club Facebook Group

Jim Beam “The Remake”

Don’t Forget!Don’t Forget!

Regulated Industries Present Opportunities To Innovate

Your Legal/Compliance Teams Are On Your Side

Bureaucratic Systems Can Be Nimble With Consensus

You Can Market Using Social Media Within The Rules

Let’s ConnectLet’s Connect

Jason FallsVP, Director of Interactive

& On-Line Communications

Doe-AndersonLouisville, Ky.

jfalls@doeanderson.com

Twitter: @JasonFalls

+1.502.815.3257

www.socialmediaexplorer.com