Case Study: ALEX AND ANI s intelligence led approach to winning the fight against counterfeiters on social media

Transcription

1 Case Study: ALEX AND ANI s intelligence led approach to winning the fight against counterfeiters on social media September 2017 Technology Legal insight Intelligence 1

2 ALEX AND ANI : Who are we? What is social media? Our Ethos We create meaningful, eco-conscious jewellery and accessories to positively empower and connect humanity. We share a passion for the well-being of our planet, our communities, and our individual paths. ALEX AND ANI products are proudly designed and crafted in America and made with love. 2,330 Employees worldwide 95 Brick and mortar stores worldwide Approximately 1,400 retail partners worldwide 3 corporate locations: Cranston, RI, East Greenwich, RI and New York Partners with 55 non-profit organizations around the world - donated US$46 million since

3 Social Media at ALEX AND ANI How does the company feel? Got some feedback, take a look 3

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5 ALEX AND ANI : Our social media fundamentals : Storytelling to create meaningful relationships with which we can build and foster communities Support retail, affinity, charity, retail partners & international Intrinsic no fan left behind value = A customerfirst organization 5

6 ALEX ALEX AND AND ANI ANI : Social media strategy : Numbers of Followers and Impressions 1.4M fans 204K followers 852K followers 70.6K followers N/A 2.4M impressions over the past 7 days 6.5M impressions over the past 28 days 9.1M impressions over the past 7 days 211K daily average impressions N/A 6

7 ALEX AND AND ANI ANI : What we do and how we succeed What is social media? Search and destroy- INCOPRO using key words and diligence on all top and tertiary social platforms to enforce against all intellectual property violations. Below is our year to date social media enforcements, as well as, the value we determined these enforcements have made. Platform # Enforcements Counterfeit Posts Estimated Retail Value ($) Facebook 3, ,974 4,367, Flickr Google Blogger 50 2,950 82, Google , Instagram , Pinterest 145 4, , Twitter Youtube 22 4, , Grand Total 4, ,877 4,728,

8 ALEX AND AND ANI ANI : What we do and how we succeed What is social media? The largest social threat to our brand is Facebook. The amount of enforcements on this platform is thousands more than the others. This is in large part due to our presence on Facebook, our fan pages and that this platform hits our entire age demographic. We are seeing blogs, as well as Pinterest trending upward. We expect all platforms to increase dramatically as we head into the Holiday season. We have had an abundance of success against third party websites identified by INCOPRO. This has lead to over 50 website shutdowns, savings of hundreds of thousand $$$ in Adword spend and sustained our customer loyalty. 8

9 ALEX AND ANI ALEX AND ANI : Conclusion What is social media? Our partnership with INCOPRO has propelled the legitimacy of our brand by showing our competitors and consumers that we are taking all measures possible to protect our brand. Without action there are no results and the dilution of the brand begins, if our eyes are not focused on all platforms we lose the battle before we start the war. 9

10 : What is social media? What is social media? Microblogging/ content sharing Social networking Group and 1 to 1 messaging + mobile payments 10

11 : Instagram : Instagram Visible to thousands Links to phishing websites that use the ALEX AND ANI brand to harvest personal information 11

12 : Facebook : Facebook Trademark in Facebook profile name Use profile pictures of logo or genuine products i9 Link to counterfeit websites i9 12

13 : Facebook Targeted ads are key threat : Facebook Targeted ads are key threat Facebook CIPS Commerce & Ads Tool Targeted by age, gender and location and interests Search text of ads Review & report 13

14 : Focus on WeChat : Focus on WeChat Number of Registered WeChat Accounts 1.1 Billion Year on Year Growth in Daily Users 35% Number of Users with WePay 300 Million 14

15 : WeChat Key functionality : WeChat Key functionality Sharing posts Messaging with contacts Making payments 15

16 : Instagram and WeChat : Instagram & WeChat Multiple hashtags used to increase visibility of posts WeChat Moments where the stock can be viewed Message sent to the user to ask prices and arrange shipping Instagram mentions a WeChat ID in the image WeChat Pay used to transfer money for the counterfeit 16

17 : What information is disclosed : What information is disclosed? Direct buy Contact Chat IDs Phone # Domains Other social media accounts Advertise other channels s Offline locations Marketplace accounts 17

18 : : Social Social media media as as a means means of of advertising advertising other other channels channels 12% infringing posts advertise domains other 39%.com 52%.ru 9% 18

19 : How to maximise enforcement efforts : How to maximize enforcement efforts? Action against the whole network for most effective results: 47 Websites (27 Active) 17 addresses 4 Facebook profiles 3 Skype accounts 3 WhatsApp accounts 3 Twitter accounts 3 Google+ account 1 Pinterest account 1 YouTube account 1 LinkedIn Profile 1 Marketplace store 1 Company 19

20 : : Future solutions Solutions Intermediaries 20

21 Contact INCOPRO for more information (UK) +44 (0) (US)