The Growing Risks on Social Media 06 AUG 2020 Making the Internet better for businesses and their consumers
Panellists Caroline Thompson Laura Dooley Manager of the Principal Analyst, Incopro Trademark, Domain and Infringement Group, ETS Leanne Fayter Brand Protection Analyst, Incopro 2
Part one The evolving threat landscape on social media 3 Incopro: o: Staying ahead of evolving counterfeiting behavior webinar
The Growing Threat of Social Media 3.6 billion Estimated number of people using Social Media Worldwide. Source: Statista 2020 2.6 billion ▶ Socia ial l network usage ge is is Estimated number of monthly active users on Facebook projec ected ed t to i increa ease t e to Source: Statista 2020 4.4 b billio illion by 2025 ▶ Penetratio ion is is a als lso 1500 projecte ted to to s skyrocket t as le lesser d develo loped d digit igital l markets ts catc tch u up The number of fraudulent sponsored ads on Facebook reported by a single brand between February and July, 2020 ▶ Source: The Washington Post, July 22, 2020 Socia ial l Media ia I IP infrin in inge gements giv give consumer mers a a false e im impressio ion o of a authentic icit ity Source: Statista 2020 Incopro: 4 Growing Risks on Social Media | 06 Aug 2020
Part four Best practices on key platforms – Facebook & Instagram 5 Incopro: o: Staying ahead of evolving counterfeiting behavior webinar
Anatomy of Facebook/Instagram Sponsored Ads Social Media users will see Sponsored Ads as part of their regular feed on a Social Media platform. Sponsored ads target social media users based on interests, demographics, location and browsing history. Many sponsored ads are offers for counterfeit goods. Users can be directed to 3 rd -party websites or redirected to Messaging Apps to complete a transaction. Incopro: 6 Growing Risks on Social Media | 06 Aug 2020
Anatomy of Facebook/Instagram Sponsored Ads Navigating to the page that is offering the sponsored ad on Facebook, the Brand Owner will often find that there is no infringing content on either the Facebook or Instagram page that is paying for the ad. Incopro: 7 Growing Risks on Social Media | 06 Aug 2020
Anatomy of Facebook/Instagram Sponsored Ads At first glance, it appears there is no violation to report to Facebook for takedown Incopro: 8 Growing Risks on Social Media | 06 Aug 2020
Anatomy of Facebook/Instagram Sponsored Ads Clicking on the link for the Ad Library will display all ads currently being offered by the targeted page; the Ad Library link and any relevant Ad IDs found on the page can be reported to Facebook in conjunction with the parent Facebook page Brand owners can apply to Facebook to obtain access to the Facebook Commerce and Ads IP tool, allowing brand owners to proactively search for sponsored ads targeting your brand https://www.facebook.com/help/contact/ 423912757973851 Incopro: 9 Growing Risks on Social Media | 06 Aug 2020
Key Takeaways 10 Incopro: o: Staying ahead of evolving counterfeiting behavior webinar
Key takeaways from the webinar Facebook • Largest platform by # of users, also presents a large risk for infringing behavior • Understanding the threat to the brand from all types of abuse Understanding the landscape of threats specific to your brand is key • Types of infringement • Platforms with the highest volume of infringements • Demographic information used to target Social Media users Using internal business objectives, in conjunction with the above knowledge, allows for a crafting of a strategic response to infringers • Targeting responses to provide the largest impact as quickly as possible • Prioritization of issues to be tackled • Identifying networks/clusters of infringers 11
Thank you Any questions? Caroline Thompson, Manager of the Trademark, Domain and Infringement Group, ETS Laura Dooley, Principal Analyst, Incopro Leanne Fayter, Analyst, Incopro Making ng the I Int nterne rnet better f r for b r busine nesses a and nd their c r cons nsumers rs
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