/146_10-10_MelbourneITDBS_BrandMonitoring by Interbrand

Brand Monitoring - is it worth it? 12 October 2010 James Panton and Dan Whetzel

melbourneitdbs.com

Agenda    

Brand monitoring overview Actionable intelligence or data overload? Getting the most from monitoring - Organise and take action Beyond monitoring - the real value

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The internet is evolving...

234,000,000 234 Million

Websites on the Internet

147,000.000 147 Million

Blogs on the Internet

247,000,000,000 247 Billion

Email messages sent every day (81% Spam)

500,000,000 500 Million+ 200-500 300-500

Active Facebook Users

New gTLD applications expected in the first round

...and monitoring must also evolve to keep pace − Reputation management ▪ Consumer Sentiment ▪ Insider/employee comments ▪ Leaked internal documents

− Grey market product detection − Malicious software

− Social Media ▪ Customer loyalty ▪ Impact of new products/services ▪ Organized negative sentiment ▪ Rumors

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Importance of Reputation  Before blogs, tweets and social media: − 1 unhappy person had a limited person to person sphere of influence ▪ 1 x 10 = 10 ▪ 10 x 10 = 100 ▪ 100 x 10 = 1,000 + 100 + 10 = 1,110

 Now, a single unhappy blogger and their social media twitter followers may reach more than HALF A MILLION people: ▪ 1 x 500 = 500 ▪ 500 x 100 = 50,000

▪ 50,000 x 10 = 500,000 + 50,000 + 500 = 550,500 Slide 5

What can monitoring detect?

Brand Protection  IPR infringements  Counterfeit products  Grey market products  Phishing attacks  Advance Fee Fraud (419)  Malicious software attacks

Brand Intelligence  Consumer sentiment  Online reviews and word-ofmouth (positive and negative)  Competitive insight  Brand compliance

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Using Image Recognition  Similar to a fingerprint match, an image is broken into multiple sections, and pixel analysis is performed  Intelligence Analysts identify the key components that define a brand’s image − − −

Particular stylized fonts Symbols Angle of lettering

 Common Uses: − − −

−

Can find examples of logos on apparel (Anti-Counterfeiting) Can help to identify when a logo is used to lend credibility to counterfeit products. Identifies the logos used on fraudulent sites (phishing and 419) Logo rebranding compliance

The Importance of Proper Data If done properly, monitoring is a powerful service in the protection of your products, brands and services Or...

Monitoring without proper planning and analysis will lead to confusion and will overwhelm your staff.

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Getting the most out of Monitoring: Organise and take action

melbourneitdbs.com

Unfiltered Monitoring ...is like drinking from a fire hose; you get saturated before you get what you were looking for in the first place.  Monitoring by itself is not enough  Monitoring must be targeted and tailored to each brand  Results must be analyzed and ranked (separate the signal from the noise)  It is critical to understand what you are looking, how the brand is impacted, and the appropriate mitigation strategy

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Forming a Brand Protection Policy If your company spends money on monitoring without a firm Brand Protection Policy and a comprehensive set of response solutions, you may as well burn your cash. Budgets are limited â&#x20AC;&#x201C; Create a policy and ensure that your solutions provider is able to address ALL of your response needs. Slide 11

Formulate a Brand Protection Policy Minimizing impact through policy Very simply:  Who – Parent company, subsidiaries, partners and stakeholders?  What – What is your brand’s message, both on and off-line?  Where – Where are you today and where do you want to be tomorrow?  Why – Will your policy strengthen the brand and your company?  When – When will you take action against infringements?  How – Which methods will you use to enforce your brand?

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Filtering for Meaningful Results The â&#x20AC;&#x153;Wildâ&#x20AC;?: More than 230 million web sites, blogs, forums, etc. Themes: The first layer of filtering. Customized keywords help narrow data into a more manageable size. Exclusions: Known company properties, industry review, news items, known false positives, etc. Rule Logic: Detailed and customized rules which look for very specific information to identify target incidents which are a high probability match.

Human Analysis: Human review of high potential matches with prioritization and categorization. Slide 13

Example Risk Categories DOMAIN NAME MONITORING EXAMPLE: Risk category definition to ensure that data analysis delivers commercially usable and highly actionable results:

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Analysing Data by Risk Category

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When to take action High Risk Items Immediate action to: • Prevent further commercial damage

Medium Risk Items Review carefully what has been detected in this category:

Low Risk Items Typically one of the following can be applied: • No action

• Send a message to the online community that no squatting will be tolerated

• Some incidents may require action to resolve the matter

• Recover the domain name or take down the offending site to prevent re-occurrence

• Others may require continued monitoring

• Continue monitoring

BEST PRACTICES: • Define potential actions for each category as part of your brand protection policy • Take swift action on high risk items to limit damage and deter future infringements Slide 16

Example of Custom Risk Categories with Actions

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Time is Money

COSTS Direct • Monetary loss to customer/bank • Customer support costs • Card re-issuing Indirect • Reputation damage

Zero Day Scammer sends email

Scammer acquires site

Scammer builds site

12 hours

24 hours

36 hours

48 hours

60 hours

A quick response will make the difference in reducing the costs associated with infringements of all types. To act quickly, the most meaningful results must be analyzed and prioritized by a team of knowledgeable professionals Slide 18

Beyond monitoring â&#x20AC;&#x201C; the real value

melbourneitdbs.com

Where should monitoring be positioned MONITORING Brand Reputation

Domain Name

Anti-phishing

Anticounterfeiting

ENFORCEMENT Recovery Service Registrant Investigation Pre-UDRP C&D Letters Letters UDRP recovery

ACQUISITIONS Takedowns

Domain Evaluation

Domain Acquisitions

Domain Disposal

DRP recovery

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Value beyond detection MONITORING Brand Reputation

Domain Name

Anti-phishing

Anticounterfeiting

ENFORCEMENT Recovery Service Registrant Investigation Pre-UDRP C&D Letters Letters UDRP recovery

ACQUISITIONS Takedowns

Domain Evaluation

Domain Acquisitions

Domain Disposal

DRP recovery

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Necessary Response Options Mapping filtered results to the appropriate response type:       

Website Shutdown (Phishing and Fraud) Infringing Content Removal Partner/Consumer Compliance Enforcement Registrant Investigation Report Researched Cease and Desist UDRP/DRP Anonymous Acquisition

No one-size-fits-all approach! Slide 22

D.A.R.E. – Expertise Increases Value DETECT •Auctions •Domains •Email •Forums •Images •Keywords •Metatags •Websites •Social Media

ANALYZE • Dynamic Internet Scanning • Expert Human Analysis

RECOMMEND • Legal / IP Specialists • Trained Analytical Consultants

EXECUTE • Take Down • Recover • Acquire

VALUE Slide 23

Value from Smarter Decisions  Understand that as the threat landscape evolves, a solutions provider must evolve too  Set objectives  Develop a clear policy  Expert human analysis and recommendations are needed  Only relative/important matters should passed to clients  Pay for information, not a data dump

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Thank you James Panton General Manager james.panton@melbourneitdbs.com Dan Whetzel Senior Intelligence Manager dan.whetzel@melbourneitdbs.com

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