How to integrate social media with legal requirements, presented by Trish Nettleship

SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

How to integrate social mediawith legal requirements

TRISH NETTLESHIPUCB

How to integrate social media with legal requirements

10.28.2014

Trish Nettleship Director, Social Media & Influence UCB

The thoughts and opinions represented in this presentation

reflect those of the presenter, Trish Nettleship,

and not UCB.

Trish Nettleship

Global Director Social Media & Influence

UCB, Inc.

[email protected]

@trishnet

Picture / Fun image

Legal, Regulatory, Compliance,

Oh My!

4

Don’t Allow Legal to lead

Lead with Business Objectives

• Legal is a participate NOT the lead

• Business Strategies/Objectives should be the driver

• Make legal your partner rather than the blocker

• Engage cross-functional teams early to avoid delays later in the process

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Education is Key

The key to internal engagement is EDUCATION!

People are not inherently anti-social media – they simply don’t understand the opportunity All they see is the RISK since they don’t understand many of the underlying mechanics of what is possible Give broader context of what is social media Encourage creative thinking beyond the rules of Compliance and Regulatory bodies THEN reshape in context of what’s possible today Be positive – anyone can learn about Social Media with patience and a positive attitude

Conversation Prism, provided for free by Brian Solis and JESS3

1

Assess the Regulatory Environment

Regulatory Assessment 9

Ensure you understand the regulatory framework, and very clearly position your activities against it Build templates for each digital channel, include a clear templating strategy that will be signed off by legal as the “way of doing” Bench marketing to ensure you are keeping up Look at enforcement/ trends FTC Example – 100+ letters (Ebola)

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Provide Risk Mitigation Plan

Is the problem the regulatory environment or how it’s applied?

CH

ALL

EN

GE

S Regulations are not always “black & white” Digital is composed of many channels / types of touchpoint “Changing” digital assets post review can be costly Limited knowledge of social media by legal Need exhaustive review in “context” Significant variance across markets!

RE

SU

LTIN

G IN

FEAR and paralleization Suboptimal usage of digital channels (copy/past of other channels) Limited personalization of promotional digital assets Complex localization/adaptation processes needed Lack of leveraging new targeted advertising capabilites

Key Risks and Mitigation

RISK MITIGATION

Misleading Promotion Policy on who manages, does social media, rules of engagement

User Generated content that gets into regulatory issues

Investment: moderation, filtering, community management, content

Low internal readiness Create Regulatory, Legal and Compliance champions: the right team that will find “The YES”

Clear Understanding of Regulatory Environment

Open lines of communication with regulatory officials and keep an eye on warnings

Correcting Misinformation Lack of control of message

Processes

Create a practical process

Don’t over engineer Provides a comfort level to legal

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• Legal Champions • Early view • Test for potential

roadblocks

Concept Review

• Create guidance • Trust your people

Provide Guardrails • Have a simple

review process, only needed reviewers via electronic system

• Need to have SMEs that can review and response same day

Review Process

Questions? 15

Thanks!

SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

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