Fighting Brand Impersonation and Noncompliance in Social … · Fighting Brand Impersonation and...
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Fighting Brand Impersonation and Noncompliance in Social Media Kyle Sale VP Product Management MarkMonitor Zac Wolf Product Marketing Manager MarkMonitor
Transcript of Fighting Brand Impersonation and Noncompliance in Social … · Fighting Brand Impersonation and...
Fighting Brand Impersonation and Noncompliance in Social Media
Kyle Sale
VP Product Management
MarkMonitor
Zac Wolf
Product Marketing Manager
MarkMonitor
Agenda
The Social Media Landscape Today
What Unauthorized Content Looks Like
Existing Enforcement Policies – What Gaps Exist
The Social Media
Landscape Today
Protecting Your Brand in an Omni-Channel World
Many channels, one brand. Online or offline, customers expect the brand experience to be seamless regardless of the channel.
One bad apple. A negative experience in just one channel can tarnish your brand image and impact your brand’s online effort.
The weakest link. If there is a weak link – you can be assured that fraudsters intent on scamming your customers will find it.
What Happens on Social Media …
… doesn’t just stay there!
When consumers talk about your brand – or promote messages about it (coupons, sales, user experience, etc.) it is broadcast to a huge audience.
74%
of consumers rely on social media for their purchase decisions
Ensure your brand’s page is easy to find in all channels and has a consistent message.
Image Source: DOMO
Social Media in Numbers
Source: DigitalSapiens
Facebook 1.6 Billion
YouTube 1 Billion
Google + 440 Million
Instagram 430 Million
LinkedIn 429 Million
Tumblr 230 Million
Pinterest 110 Million
Twitter 325 Million
2016 Social Media Trends
Source: DigitalSapiens
video views daily from more than…
4 Billion monthly active users and more than…
1.49 Billion users on their mobile devices.
1.31 Billion
active users
1 Billion
is picking up pace, now that related apps like Meerkat and Periscope have been launched.
Live video streaming
Facebook reached new milestones this year generating as much as…
YouTube is still at it and running strong from billions of views from its more than…
The Challenges of Social Media
Freedom of speech
Impersonation / Fan pages
Promotion and proliferation of websites selling counterfeit
Fraudulent links – e.g. phishing pages
Fake special offers
New Social Media sites, with vast adoption
Freedom of Speech: Don’t Fight It
What’s wrong with freedom of speech? - Manage disparaging remarks through appropriate channels
Product and company opinions enhance your own knowledge of your customers
Only defend your brand selectively - Don’t be seen as the big brand, picking on the little person
Monitor, and only take careful and discrete action
Example of Impersonation
Is Impersonation Hurtful?
Moves transactions away from authorized and legitimate pages
Don’t have fewer likes on your official page, than an impersonator
Dangers
“Likes”, “Re-tweets” proliferates their message
Counterfeits and diverted goods sold to unsuspecting consumers
Your brand reputation could suffer, and is proliferated by free speech on Social Media sites, including those outside the one where the infraction occurred
Example of Counterfeit Goods
Counterfeiting and Social Media
Counterfeiters see Social Media as a haven
“Likes” & “re-tweets” spread the word
Establishment of fan pages / impersonating pages which includes links to counterfeit products
Counterfeiters transact on Social Media sites, or outside the site via PayPal/Western Union and others
Credibility and removed incredulity by using your IP
Example of Fraud
Fraud on Social Media
Phishing scams: where a fraudster is looking to steal credentials
Inserting themselves in a social conversation and promote phishing URLs
Impersonation
Hashtag phishing scams
When it comes to fraud, it’s not always clear how a fraudster will monetize on stolen credentials; but it’s a serious issue that impacts consumers directly
Too Good to be True: Fake Special Offers
Too Good to be True: Fake Special Offers
Spreads really fast (goes “viral”)
Not easily identifiable as a scam
You, as brand owner, cannot track where the offer has been placed and it can disappear quickly; another springing up
Consumer invariably blames the actual brand when it fails to deliver
New Social Media Sites
The challenge of Social Media is often where to look next
Proactively defending yourself on new sites, establishing themselves quickly
Unmetric SpaceTag WeChat Frilip
Kenshoo Social Quicket Bubbly Line
Heard Wanelo
Shots Hyper YikYak
Recommendations
What You Can Do for Your Brand
You need a Social Media policy: both internal, for your staff, and external for your partners, distributors, etc.
How much “official exposure” do you currently have on Social Media?
Where do you want to be seen? (For example, LinkedIn vs Pinterest.)
Proactively register your brand on new Social Media sites, even ones where you don’t plan on maintaining an active presence.
Monitor what is happening on Social Media in your name, regardless of who is doing this - know your presence
Your Partners on Social Media
Establish a policy you can both work with for Social Media
Establish a template for affiliates representing your brand on Social Media sites. Ensure traffic is sent to your own homepage for eCommerce or approved affiliate destinations
Monitor their sites to ensure links to sites selling counterfeits, or sites which are unaffiliated and seeking traffic, do not post links
Your partners reputation is your reputation
Social Site Enforcement Policies
Site Email Form TM Copyright Impersonation Counterfeit Other
Facebook -
YouTube
Google+ - -
LinkedIn - -
Pinterest - - -
Instagram -
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Q&A
Thank You!
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