Navigating Regulated Industries

Social Media Success Despite Regulationjaime punishill - citi - @jpunishillgreg matthews - humana - @chimoose

the truth about regulated industryRegulations dictate some of our business practicesThey dictate some of our marketing practicesBut as far as social is concerned, theyre 87% the same

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Just kidding about the 87%. But were mostly like everyone else.3

dont let regulations be your excuse[Weve let them shield us from having to make changes everybody else already made]Its much easier and perfectly natural for internal departments to just say no.

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the control functions are your FRIENDs

make them your evangeliststhis isnt just another marketing channelITS A DIFFERENT WAY OF DOING BUSINESSNot just another layer of approvals for stuffCore departments in your company have to think about all kinds of new challenges:The tension inherent in a marriage between traditional corporate structures (top-down control) and the nature of social media (groundswell)Workforce Culture openness is a different way to operateIntellectual Property who owns user-generated content and crowdsourced ideas?Data security how can you protect a companys data in an open world?

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organizational judo[so how do you effect change?][fight process with process]Make the departments a part of the process rather than teeing them up as a roadblock at the end. Get them emotionally engaged.8

Photo by Chemical Heritage Foundation - http://www.flickr.com/photos/chemheritage/4437759081/

find a safe place to experiment[try stuff to build capability]Dont overburden yourself with strategyFocus on what you can change, not what you cantDont worry too much about getting an executive sponsor get an executive that wont get in your way

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build out controls, this stuff lasts foreverEven with all this excitement of social media, theres still a lot of questions that need answ3ered. For example. Miley Cyrus deleted her twitter account, but yet her tweets live on. Us gov to now archive social dataWhat will the long-term reaction be to using consumer data? What about privacy?Brands exploring new ways to use, store & analyze social data against there customer base

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dont let legal define your voice

The most hated man on the internet

there IS a price to humanity

PunishillButcherHitchewHackettso come prepared :)

the endjaime punishill - @jpunishillgreg matthews - @chimooseWere looking to be a part of a consumer-centered social revolution in health . . . Come and join us.

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