Facebook is a Paradigm Shift

Effective marketing requires Legal Compliance

Technological innovation comes with Massive Risk

Mobile is changing the Game

5/12 10% of Internet trafficup from 4% in 12/10

Mobile = ~8% of ecommerce

Monetization growing rapidly 79% is Apps

Mobile is changing the Game

Rapid increase of time spent vs. $ spent on ads

Price of mobile clicks far less

Mobile ARPU is lower, but rising rapidly

Mobile is changing the Game

DriversDevicesUltra competitive markets, massive innovationPrice of mobile clicks far less

PlatformsNearly ubiquitous high speed wireless internet

UI - Increasing focus on design/usability

Beauty - relevant, personalized, curated content

Sharing- social emerging as starting distribution point for content

The Three C’s

Content

Connection

Commerce

Content

Intellectual Property + Brand

Protection

Contests + Sweepstakes

Content

Manage your reputation: Is the risk real? Yes. Potential to damage brand. Social Media shapes public opinion and generates controversy. Perception is reality.

Content

How to guard online reputation:1. Prepare. Pay attention to social media

conversations2. Evaluate responses but don’t

overreact3. Participate

Content

Fan Pages – Branded Vs. Unbranded Pages

Connecting

a. Target Audiencesb. Privacyc. Location

Commerce

a. Digital Currencyb. Advertorials

Social Media is no longer just part of a marketing strategy.

Danny Rimer, a partner at European venture capital firm Index Ventures, sees this as the future for e-commerce. In his search for viable investments, he’s now looking for a social media layer to any e-commerce company that comes knocking at his door. Business is Social

Trends

As social media is becoming more pervasive, state legislatures are reacting: perceived threats, e.g. Cyber-bullying leading to real attempts to control online speech.

Conduct a Social Media “Legal” Audit

Social Media “Legal” Audit

Trade & Commerce Issues:• Advertising & Promotions Laws• Click-Wrap Agreements• Choice of Law/Forum• Disclaimers• Federal Trade Commission Blogger Guidelines• Insurance Law• Industry Regulations & Guidelines

Social Media “Legal” Audit

HR & Employment Issues:• BYOD & Computer Usage Guidelines for Employees• Employment and Labor Laws• Social Media Guidelines for Employees

Be Proactive

Remember with Search & Social. Problems can spread like wildfire.