Bill Balderaz Kurt Mueller Founder & President Chief Digital & Science OfficerWebbed Marketing Roska Digital Columbus, OHMontgomeryville, PA

Agenda

How the FDA hearings affected Social MediaNew FTC regulations and how they affect Social MediaFacebook contests

FTC Social Media Guidelines

A TimelineA Timeline

The industry begins a self governing movement (WOMMA)

The FTC RegulationsThe FTC Regulations

Regulations are primarily targeted at bloggers who are compensated for giving paid reviews (in exchange for money or gifts)

According to Leonard Gordon with the FTC, the agency wants to enforce the same level of accountability it enforces in traditional marketing and advertising for claims made on Twitter, a blog or via any other social network

Bloggers may still review and endorse products, even for a fee, however, they should disclose any paid relationship to the brand or product

Rule 1: Be Honest – For The Blogger

If you are a blogger being compensated for an endorsement, disclose it

“White Text on White Background” disclosures don’t count

Endorsements must be based on real experiences

Does this impact you?• Are consumers likely to understand the relationship between you and a brand?• Do you receive cash, goods or services by the brand, its agency or affiliates? • Do you have an ongoing relationship with the brand, have received compensation

in the past and expect compensation in the future?• Do you provide product or service reviews, at the request of the brand, to a

targeted market?

Rule 1: Be Honest – For the Brand

If you are a brand and you are promoting a product or service with bloggers, you must be transparent in all communications

You are responsible for claims made by bloggers you reach out to…. So choose your influencers carefully

You are responsible if the blogger does not disclose the relationship between your brand

Correct mistakes when you find them

Rule 2: Earn Your Media – For the Blogger

When covering a brand, don’t ask for or expect free samples or compensation

If you’re approached by a brand, consider politely refusing compensation and covering the product or service on your own

If you accept compensation, be honest in your review, stick to guidelines set forth by the brand, and take pains to maintain transparency and accuracy

Rule 2: Earn Your Media – For the Brand

Focus more on providing a great product or service and find creative ways to inform influencers about it

Think like a public relations/media relations professional

Ask yourself – how many bloggers does Apple, Facebook, YouTube or Google pay?

Rule 3: Educate– For the Blogger

Let brands know that due to FTC guidelines you must either over communicate the status of the relationship, or you must refuse future compensation

Let your readers know that paid reviews are paid and that you are acting on behalf of a company

Let your readers know when reviews are unpaid

A paid review can be authentic!

Rule 3: Educate– For the Brand

Clearly educate your bloggers on your social media policy

Insist that bloggers are transparent

Provide details about your product, service and brand

Monitor the blogger

A paid review can be authentic!

Facebook Contests

Why The New Rules?

Indemnify Facebook from contests gone bad

A proliferation of Facebook contests may imply Facebook’s approval to use the platform as a contest tool

Create a public stance from Facebook regarding contests

Avoid spam on status updates and news feeds

What are the Rules?

Contests must be approved by Facebook in writing 7 days prior to launch

Contest must clearly state that Facebook is not associated with the contest

Contest promotions must be contained within their own app, and entries can only be accepted via the applications (i.e., no more entering by becoming a fan or posting a comment)

All contest administration must occur outside of Facebook

What Should You Do?

Host your content and promotions outside of Facebook

Use Facebook as one tool to connect with your “opt-in” market

If you still choose to host your contest on Facebook, consider using a contest or sweepstakes company that has experience with Facebook to ensure compliance

Bill BalderazWebbed Marketingwww.webbedmarketing.com@bbalderaz

Bill Balderaz, Webbed Marketing, @bbalderaz

Kurt Mueller, Roska Digital, @roskadigital