SOCIAL MEDIA
RISKS & REWARDS

No business can afford to be unaware of the increased and evolving legal risks that a Company is exposed to in the Social Media space.

Human Resources, Marketing, PR, Legal and Social Media experts with first-hand experience will share best practices for implementing social media strategies and discuss solutions to the challenges they have faced.

Leave this conference with useful knowledge on how to:

• Build your brand and launch a product using social media
• Measure the return on your investment in social media resources
• Manage a PR crisis when the message is misinformed
• Bring a social media team together to navigate new waters
• Apply the Supreme Court of Canada’s new rules on cyber libel
• Develop a corporate policy for social media
• Handle critical Employer issues: privacy, monitoring, disability claims, investigations
• Establish guidelines for monitoring, mitigation and enforcement options

PROGRAM CO-CHAIRS

Cindy Gordon
CEO, Helix Commerce International Inc.

Martin P. J. Kratz, Q.C.
Partner, Bennett Jones LLP

KEYNOTE ADDRESSES

Setting a Global Benchmark: Privacy and Social Media

Colin McKay 
Director of Research, Education and Outreach
Office of the Privacy Commissioner of Canada

Social Media: It Takes A Community to Raise A Brand

Kevin Flynn 
Member, Blogging Team
Obama for America

This program has been accredited by the Law Society of Upper Canada towards the
professional development requirement for certification.
Corporate & Commercial Law – 12.5 hours | Civil Litigation – 0.5 hours
Labour Law – 3 hours | Intellectual Property Law – 1 hour

MARKETING PARTNERS

MEDIA PARTNERS

• Vice Presidents, Directors and Managers of:
  • Human Resources
  • Marketing
  • Employee and Labour Relations
  • Product/Brand Managers
  • Communications/New Media
• Chief Legal Counsel
• General Counsel
• New Media Specialists
• Public Relations and Public Affairs Professionals

• Chief Reputation & Privacy Officers
• Internal & External Communications Specialists
• Labour and Employment Lawyers
• Intellectual Property Lawyers
• Marketing Lawyers

Dear Colleague,

The social media revolution is quickly gathering steam and while the Social Media world may appear very foreign and difficult for traditional Companies to explore, it cannot be ignored. With the growing demographic impact of the Facebook generation, many businesses cannot afford to miss this market segment – and at the same time no business/employer can afford to be unaware of the increased and evolving legal risks that a Company is exposed to in the Social Media space.

Focusing on case studies and real world examples, several corporate speakers with first-hand experience will share best practices for implementing and improving social media strategies and discuss solutions to the challenges they have faced. Human Resources, Marketing, PR, Legal and Social Media experts will address finding the balance respecting employee-related issues, protecting the brand, IP and privacy implications, and workable solutions for addressing posting of objectionable material on your site.

Insight Information has assembled an exceptional faculty and the agenda was designed to meet the diverse information needs of your management team and legal counsel.

Leave this conference with useful knowledge on how to:

• Build your brand and launch a product using social media
• Measure the return on your investment in social media resources
• Leverage social media to build trust and connection with your customers
• Manage a PR crisis when the message is misinformed
• Bring marketing, legal, HR and communications teams together to navigate new waters
• Apply the Supreme Court of Canada’s new rules on cyber libel
• Develop a corporate policy for social media
• Handle critical Employer issues: privacy, monitoring, disability claims, investigations and more

Colin McKay, Director of Research, Education and Outreach from the Office of the Privacy Commissioner of Canada will share insights from the Facebook decision and provide practical tips for privacy considerations when employing social media tools in business.

As a special feature, Kevin Flynn, Member of President Obama’s blogging team in the Obama for America campaign will share how the campaign successfully leveraged social media sites, what worked and why, and how these lessons transfer into corporate North America.

We are confident that you will find this unique conference and the networking opportunities to be an excellent investment of your time and look forward to seeing you in May.

Sincerely,

Cindy Gordon
CEO, Helix Commerce International Inc.

Martin P. J. Kratz, Q.C.
Partner, Bennett Jones LLP

Tuesday, May 11, 2010

8:00

Registration and Continental Breakfast

8:30

Welcoming Remarks from Insight Information

8:35

Co-Chair’s Opening Remarks

Cindy Gordon
CEO
Helix Commerce International Inc.

Martin P. J. Kratz, Q.C.
Partner
Bennett Jones LLP

PROTECTING & PROMOTING YOUR COMPANY – EMPLOYERS’ RISKS & REWARDS

8:45

Social Media and PR: Strategic Use of a New Toolset

Martin Waxman, APR 
President & Co-Founder
Palette PR

• What makes the newer generations different?
• Archiving private lives in public – what may come back to haunt potential CEOs in the future?
• Benefits of using social media for different industries
• How are traditional businesses responding to this new phenomenon?
• Risks associated with it
• What happens if you don’t keep up?
• How to navigate internally: new roles/responsibilities required when using social media

9:30

Hiring With Web 2.0: Strategies and Case Studies on How to Leverage Social Media

Trevor Thomas
Digital Strategist
TMP Worldwide Advertising & Communications Co.

• Learn how social media is changing the recruitment landscape
• How are organizations leveraging social media for recruitment?
• Integration of social media into your recruitment workflow
• Case studies on recruitment-based social media executions
• How do recruiters exploit social media to find candidates?

10:15

Networking Coffee Break

10:30

Employee Privacy vs. Employer Monitoring: Appropriate Online Conduct Inside and Outside Work

Daniel J. Michaluk
Partner
Hicks Morley Hamilton Stewart Storie LLP

Blogs are booming. Employees are now using these Internet diaries to broadcast information and opinions worldwide. Inevitably, some of those employees will post hostile, false, or confidential information about their employers and fellow employees. Navigating these treacherous waters is a daunting task, but if you fail to protect your company’s reputation in appropriate cases, you will likely open the door to even more harm.

Monitoring Employees’ Use of Social Media

• The scope of privacy for online employee activity – what’s reasonable in a digital world?
• Special concerns for handheld devices
• How recent case law indicates changing norms – Quan, Cole and more
• How privacy legislation applies and how it affects the rules
• Best practices for maintaining control over corporate information systems while meeting business and human resources objectives

Dealing With Harmful Postings by Employees

• The impact on employers and the employment relationship
• Countervailing legal duties, including workplace violence and harassment legislation
• How seriously have courts treated conduct? What factors have they treated as relevant?
• Should objectionable postings form a basis for discipline or discharge?
• If not, what discipline is appropriate?
• Cases – corporate system abuse
• Cases – breach of confidence, defamation and other illegal communications
• Cases – conflicts of interest
• The role of policy

11:30

Networking Luncheon

12:30

Setting a Global Benchmark: Privacy and Social Media

Colin McKay 
Director of Research, Education and Outreach
Office of the Privacy Commissioner of Canada

1:00

Disability Claims, Investigations & Social Media: Are Smiling Photos Always Incriminating?

Thomas A. Lavin
Partner
Lavin Associates Inc. (Cowansville, QC)

It is alleged that Nathalie Blanchard’s photos on Facebook contributed to the cancellation of her disability benefits. In this session, her lawyer will drill down into the issues that need to be evaluated in this context including:

• Does this mean the depressed employee off on sick leave can never smile in a picture again?
• What gets lost when claim management is outsourced
• How have Insurance Companies/Employers/Government Agencies used photos on social media to find fraudulent claims?
• Is the evidence always admissible?
• Are all cases successful?
• Responsible use of social media in disability claims
• Privacy issues and the Charter(s)

1:45

Reaping Unforeseen Benefits:  Employee Social Media Tools at Bell Canada

Angie Harrop
Director, Leadership Development & Collaboration
Bell Canada

Many companies are revamping their Intranets to mirror the function and applications of social networking sites on the web like Facebook and LinkedIn.  The web 2.0 trend is hot and organizations may be quick to adopt these tools without first defining a well thought out employee engagement plan that takes into account company culture and employee adoption.  Bell Canada has been using internal employee social networking tools since 2007 and has learned much about it’s employee “social network readiness” and fit with overall corporate and communication culture.  Hear about how Bell Canada has found unforeseen gains in employee engagement, communication, collaboration, knowledge sharing and cost savings.

2:30

Networking Refreshment Break

2:45

How Are Labour Unions Integrating Technology and the Politics of Social Media?

Derek Blackadder
National Representative
Canadian Union of Public Employees (CUPE)

As mass organizations dependent on member participation and support to achieve their goals, Unions have been experimenting with social media almost from the beginning. Most are still working to adapt to the consequences of making their internal organizing and decision-making processes effectively public. At the same time their members are often forging ahead, making imaginative and effective use of social media that leapfrogs their Unions. How are Unions integrating the technology and the politics of social media? Discover how in this session.

3:30

Developing a Corporate Policy for Social Media: What Companies Need to Consider

Stephen D. Burns
Partner
Bennett Jones LLP (Calgary)

Effective social media policies address both the Company’s and its employees’ uses and interactions with social media. This is accomplished by understanding not only the rights and expectations of the employer and its employees, customers and marketplace, but also by understanding the changing technology and social dynamics that can impact same. This session will focus its discussion on the key risks and issues arising when managing the use of social media in the workplace and provide a framework for developing an effective, robust social media policy.

• Understanding the rights and responsibilities of the employer and the employee
• Managing the risks of using social media as part of the hiring process
• Managing the risks of providing information and advice through blogs and other means
• Managing the expectations of privacy and confidentiality
• Integrating the social media policy into the company’s existing privacy, e-mail, IT resource, corporate communications and other policies
• Managing the company’s brand and image on-line, and in particular, managing the risks of defamatory, derogatory and libelous remarks by company representatives
• Planning for disaster; what will you do when every minute counts

4:15

Cyberlibel: Some Basics and New Developments

David A. Potts
Barrister

• Libel notices and limitation periods
• Injunctions
• Damages
• Defences
• Role/liability of Intermediaries
• Cyberlibel and the Supreme Court of Canada
• How cyberlibel differs from other libel actions
• Preliminary assessment of cyberlibel attacks

5:00

Conference Adjourns for the Day

Wednesday, May 12, 2010

8:00

Continental Breakfast

8:30

Co-Chair’s Opening Remarks

Cindy Gordon
CEO
Helix Commerce International Inc.

Martin P. J. Kratz, Q.C.
Partner
Bennett Jones LLP

PROTECTING & PROMOTING YOUR COMPANY – MARKETING, PR & IP RISKS & REWARDS

8:35

Building Your Brand and Launching Your Product Using Social Media

Erin O’Neill
Vice President, Digital
WIND Mobile

• How effective is social media for building brands?
• Does it replace traditional marketing? Pros and cons
• How can it be integrated with traditional marketing?
• How do you build a social media team?
• Market pitfalls
• Legal pitfalls
• Protecting your company’s brand in a virtual world

9:25

Legal is Not the Enemy! Working Together to Navigate New Waters

Andrea Wood
Chief Legal Officer
WIND Mobile

• Approaches to licensing user-generated content
• Managing offensive and/or unlawful user submissions
• Tone of terms
• Privacy issues
• Managing corporate disclosure on the site and securities law obligations
• Commercial disclosures – competitive risks
• Employee posts and blogs

10:00

Networking Coffee Break

10:15

Eyeballs vs. Engagement: Measuring the ROI on Social Media Investment

Patrick Thoburn
Co-founder
Matchstick Inc.

• Using social media to read your marketplace and responses to products
• Practical tools for process
• What analytic tools are available
• Comparison of results with cost of investment
• What industries benefit most?
• What industries are experiencing the most legal challenges?
• Do the costs/challenges outweigh the rewards?

11:10

Leveraging Social Media to Build Trust and Connection with Your Customers:
A Service Story

Cherry Kam
Director, Interactive Marketing
Four Seasons Hotels and Resorts

Times change, but Four Seasons Hotels and Resorts’ dedication to perfecting the travel experience never will. Get insights to how the world’s premier luxury hospitality company leverages social media to deliver exceptional personal service.

11:45

Social Media’s SOS: PR Solutions When the Message is Misinformed

Salima Valji
Vice President Digital
Edelman Canada

• Understanding that brands do not control the message
• Techniques for informing the conversation – so that it becomes the message
• How to respond when the message is misinformed
• Techniques PR firms employ in crises situations
  • The importance of monitoring, when to respond and how to respond
  • The importance of accepting and acknowledging responsibility
  • Leveraging brand ambassadors to share your message on your behalf
• Planning and building campaigns at the offset with PR in mind

12:30

Networking Luncheon

1:15

Social Media: It Takes a Community to Raise a Brand

Kevin Flynn 
Member, Blogging Team
Obama for America (Chicago)

The 2008 Presidential campaign was a study in how Web 2.0 has changed how the world works. Kevin Flynn worked with the Blogging Team in the New Media Department for Obama for America Presidential Campaign Headquarters.

Mr. Flynn will discuss how the campaign leveraged free social media sites including Facebook and MySpace and set up its own internal social media with the MyBO (my.barackobama.com) platform. Hear a first-hand account of what worked and why. Mr. Flynn will also look at how those lessons transfer into corporate North America.

2:15

Intellectual Property & Social Media

Barry B. Sookman
Partner
McCarthy Tétrault LLP

• Who owns what? Who is a service provider?
• Copyrights
• Protecting your IP
• Repurposed content on other websites
• Theft of IP by employees – risks/protections

3:00

Networking Refreshment Break

3:15

Monitoring and Mitigation Guiding Effective Enforcement Options: Strategic Considerations

Kevin Joy
Vice President, Marketing
BrandProtect

Martin P. J. Kratz, Q.C.
Partner
Bennett Jones LLP

• Strategies for management of brand and reputation – importance of being proactive
• Designing an effective monitoring system to protect brands
• Classes of Internet-based complaints
• Using decision trees to mitigate damages when responding to offensive content on the web
  • Legal’s role in working through the decision tree
  • Utilizing pragmatic judgment to pursue what is important
  • Effective actions not involving the formal litigation process
  • Deciding when formal litigation action is warranted
• Issues to be aware of when litigation is involved
  • Differences between traditional litigation and litigation involving Internet content
  • Challenges in web conflicts (not just jurisdiction)
  • Unique Internet features of taking enforcement action with Internet parties
  • Reconsidering remedies and parties in a cyber environment
• What to do when offensive materials need to be down as soon as possible
  • Using the unique cyber remedies
  • Notice and take down and Terms of Use challenges
  • Managing complainant’s risk
  • Intermediary liability and enforcement action – examples in the United States and Canada
  • Enforcement with a Notice and Notice mechanism under Canada’s proposed Bill C-61

Special Feature: This session will feature a simulation to illustrate how this works through the portal BrandProtect uses with their clients.

4:30

Register 3 delegates for the main conference at regular price at the same time and you’re entitled to register a fourth person from your organization at no charge. For other group discounts, please call 1-888-777-1707. All discounts must be redeemed when booking, discounts will not be valid or applied after this time.