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© 2015 MarkMonitor Inc. All rights reserved.
Brand Abuse Lurking on Social Media:
Uncovering the Hidden Risks
Akino Chikada & Kyle Sale
MarkMonitor
Social Media Today
The Challenges of Social Media
Recommendations
Agenda
Brand Protection in an Omni-Channel World
Page 3
A customer’s brand experience is expected to be authentic and
seamless across all channels - both online and offline
A negative experience in a single channel can impact your
brand’s online effort
Fraudsters with intent to commit a scam will do so on any
channel that allows them to go undetected, especially when
unsuccessful elsewhere
Create an all encompassing brand protection strategy
across all channels
Social Media Continues to be Relevant
Page 4
Social Media continues to contribute the
majority of new content
Consumers promote messages about
your brand, almost as ambassadors
(coupons, discount offers, sales, outlet
promotion, quality, user experiences)
Reviews: 74% of consumers rely on
social media to guide their purchases
*Source: DOMO
Ensure your brand’s page is easy to find and has a
consistent message across channels
Social Media in Numbers
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
Moves transactions away from authorised 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
Reputational damage impacts your brand, and is proliferated by
free speech on Social Media sites, including those outside the
one where the infraction occurred
Is Impersonation Hurtful?
Example of Impersonation
9 | Confidential
Counterfeiting
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
Credibility and removed incredulity by using your IP
11 | Confidential
Example of Counterfeit Goods
Phishing scams: where a fraudster is looking to steal credentials
Inserting themselves in a 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
Fraud
Examples of Fraud
Fake Special Offers
Speed of spread is outstanding
Not easily identifiable as a scam
Brand owner cannot track where the offer has been placed
and it can disappear quickly; another springing up
Consumer invariably blame the actual brand when it fails to
deliver
YouTube
The challenge of Social Media is often where to look next
Proactively defending yourself on new sites, establishing themselves
quickly
New Social Media Sites
Unmetric
Kenshoo Social
Bubbly
Heard
Frilip
Whisper
Line
SpaceTag
Quicket
Recommendations
Create a policy for Social Media
• Internally for staff
• Externally for partners
Have a strategy for where you want to be seen and understand
how much ‘official’ exposure you have
Proactively register your brand on new Social Media sites
Monitor what is happening on Social Media in your name,
regardless of who is doing this - know your presence
What You Can Do for Your Brand
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
Page 20
Site Email Form TM Copyright Impersonation Counterfeit Other
Facebook -
YouTube
Google+ - -
LinkedIn - -
Pinterest - - -
Instagram -
Questions?
Thank You!
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