Guido Baumgartner, Coty Germany GmbH, Immediate ... - Marques
Guido Baumgartner, Coty Germany GmbH, Immediate ... - Marques
Guido Baumgartner, Coty Germany GmbH, Immediate ... - Marques
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Social Media<br />
&<br />
Brand Protection<br />
or Fire meets Water ?<br />
G. <strong>Baumgartner</strong> June 15th, 2012 1
While the issue with ISPs often is the<br />
effective combat of counterfeiting, their<br />
active involvement and absent such<br />
measures their liability (or responsibility)<br />
Social Media adds many more<br />
aspects<br />
G. <strong>Baumgartner</strong> June 15th, 2012 2
..which are:<br />
• Good & Evil are close together<br />
• Big Casting Show (will advertizing stay same)<br />
• Life no Longer Happens face to face but...<br />
(conversation is done by Smart Phones)<br />
• Augmented Reality (or cyber mobbing?)<br />
• Internet is changing our minds and attitude<br />
(anything, everywhere for free, what is use?)<br />
G. <strong>Baumgartner</strong> June 15th, 2012 3
What is S.M. ?<br />
• User generated content on platforms<br />
(You Tube, Vimeo, clipfish, myvideo)<br />
• Connection creator<br />
(facebook, myspace, LinkedIn, Xing, Google+ = You<br />
can share content with your “friends” & “fans”)<br />
• Blogging, Wikis<br />
• Special Interest Sites (Foursquare, Pinterest,...)<br />
G. <strong>Baumgartner</strong> June 15th, 2012 4
Examples<br />
G. <strong>Baumgartner</strong> June 15th, 2012 5
Examples<br />
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G. <strong>Baumgartner</strong> June 15th, 2012 12
Friends – Fans – Foes?<br />
G. <strong>Baumgartner</strong> June 15th, 2012 13
Examples<br />
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The Future is Digital<br />
G. <strong>Baumgartner</strong> June 15th, 2012 17
But S.M. has its cruel sides<br />
G. <strong>Baumgartner</strong> June 15th, 2012 18
What is the real incentive for S.M.?<br />
•Big Data, Big Impact: New Possibilities<br />
for International Development<br />
•The amount of data in the world is exploding -<br />
large portion of this comes from the interactions<br />
over mobile devices being used by people in the<br />
developing world - people whose needs and habits<br />
have been poorly understood until now.<br />
G. <strong>Baumgartner</strong> June 15th, 2012 19
G. <strong>Baumgartner</strong> June 15th, 2012 20
Problems to come with<br />
• User generated content, i.e. whom to sue?<br />
And what for? Mixing privat/commercial<br />
• is there a NTD possibility?<br />
• Is the provider liable?<br />
• Issues with Privacy Law<br />
(full licence beyond end, Information what happens<br />
to data)<br />
G. <strong>Baumgartner</strong> June 15th, 2012 21
Problems to come with (cont’d)<br />
• PR Disaster (ACTA, SOPA, PIPA)<br />
• Employee voicing himself<br />
• Has the company all necessary buyoutes?<br />
G. <strong>Baumgartner</strong> June 15th, 2012 22
Corporate Guidelines<br />
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What are the key elements?<br />
1. Applies to all COTY employees<br />
2. Any use of Social Media (private? Freedom of<br />
Speach issue?)<br />
3. Encourage prudent use of S.M. (due<br />
respect, no disclosure of confidentaial<br />
information, respect laws and regulations and<br />
needs of business partners)<br />
G. <strong>Baumgartner</strong> June 15th, 2012 24
What are the key elements?<br />
G. <strong>Baumgartner</strong> June 15th, 2012 25
Summary<br />
(Finding the Rules of Engagement)<br />
•S.M are adding new aspects never encountered<br />
before, such as :<br />
– Which law to apply (international) & what rules?<br />
– How to distinguish private from commercial?<br />
– What constitues use?<br />
– What is an infringement and what not?<br />
– How to enforce? Against whom? Time!<br />
G. <strong>Baumgartner</strong> June 15th, 2012 26
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