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1 SOCIAL MEDIA & bet-at-home.com 1

2 WHY IS THERE A GUIDELINE? The time when the internet was only used for sending s and surfing the web has come and gone. Facebook, Twitter, YouTube and so on, have become increasingly more popular over the past few years. According to studies, Austrian s between the age of 14 and 24 years old spend 2 hours a day on Facebook, which equates to 8% a day. 1 This study supports the importance of social media networks in today s day and age. As the following graphic shows, there s more to the term social media than meets the eye. This guideline is for bet-at-home.com employees and offers support for using social media networks properly. As the boundaries between social and professional life online become blurred, there is the possibility of seriously damaging your own image or that of the company. In order to ensure that all employees use social media in accordance with company guidelines, we have come up with these recommendations in order to draw your attention to possible risks. First and foremost this is an overview of all of the social media channels that bet-at-home.com already actively uses and their purposes. There are also recommendations for the active use of social media. Concrete examples are given to clearly demonstrate potential hazards. 1 Study of Allianz and AGES-Agentur, April

3 SOCIAL MEDIA CHANNELS May 2013 Mar 2012 Sep 2009 Aug 2011 Aug 2011 Apr 2012 Feb 2012 In 2011 CRM took the first step toward implementing social media as an integral part of customer care and retention. The Marketing, PR, CRM, Service and HR departments look after the 7 channels and continue to develop them

4 GOALS OF SOCIAL MEDIA SPORTSBOOK CASINO - GAMES - POKER >> PRODUCT MARKETING >> IMAGE CULTIVATION/ BRANDING >> CUSTOMER RETENTION >> INFORMATION >> SERVICE OPTIMIZATION 4

5 RULES FOR THE SOCIAL WEB INTERNET: TOTAL TRANSPARENCY BE YOURSELF! VIRUS ALERT THINK FIRST, THEN ACT By using your common sense, you can eliminate 80% of the pitfalls of social media. For the remaining 20%, this guideline contains a few recommendations based on every day examples. RESPECT PROTECTION OF THE COMPANY LEGISLATION 5

6 RULES FOR THE SOCIAL WEB INTERNET: COMPLETE TRANSPARENCY The internet: it sees everything, knows everything, and never forgets! Facebook is constantly making changes to its privacy settings. In many networks people can see what you write, whether you want them to or not. Always make sure that the things you don t want publicized stay private and frequently change your privacy settings! Everything that you put on the internet written or saved will stay there. Even if you click delete. Think twice about what you want the internet to know. Even if you forget about what you posted 20 years ago, the internet will always remember. SOCIAL NETWORKS VIRUS ALERT Social networks are hotspots for viruses Phishing for online bank details is so last year, now log in details from social networks are simply cracked. This could be to collect information, sell log in details on the black market or send viruses via private messages. Example of fake application Dangers such as Access to your data Automated send out to friends IP address access and therefore pinpointing your location! Example of data theft (phishing attack) Risks such as access to your Password User name User data 6

7 RULES FOR THE SOCIAL WEB PROTECTION OF THE COMPANY Leave work at work Data protection is a big issue and the use of or the unauthorised publication of internal data can damage not only the company, but also you personally. There is a reason for the terms trade secrets and business discretion. Examples Information about planned market development or campaigns is kept with the company. News about products should be withheld until they are officially published. Financial results may be communicated only after they have been officially released. LEGISLATION Laws are valid at all time and everywhere It s common knowledge that illegal downloading is just as much an infringement of the law as hacking. However on social media networks people often ignore copyrights, commit defamation or use images unlawfully. These can lead to fines or imprisonment! So if you use other people s pictures, copy texts or publish content that could harm others, don t forget that this will have consequences. Examples/Consequences Bullying colleagues by uploading embarrassing photos from their private life Passing on private information via social networks Whoever uses someone s work, reproduces, distributes or publishes this work, in a way other than allowed to by law and without the right holders consent could face imprisonment of up to three years or receive a fine. ( 106 Unauthorized Exploitation of Copyrighted Works) (Source: 2011 Social Media Protection Study) 7

8 RULES FOR THE SOCIAL WEB RESPECT Show respect! There is often a lack of anonymity on the internet. But just like in real life, you should remain respectful because at the end of the day, you never know who s sitting on the other side of the computer. Example BE YOURSELF Don t hide be yourself! Unless agreed upon with management, you are present on social networks as a private individual and not as a representative of the company. It s a case of don t take unnecessary risks. Direct any questions to the responsible department of the company. When registering on social networks, please use your personal address and not your company one. John Doe: Hey, you work for bet-at-home.com, right? I bet on a tennis match yesterday and I m still waiting for my payout. What s the deal, when will I get my money? (Source: ) Employee: You should get in touch with our service team. You can find out how to contact them on our website, My colleagues will be able to check everything for you and figure out why you haven t received your money yet. 8

9 CONTACT bet-at-home.com Entertainment GmbH Hafenstraße 47-51, 4020 Linz, Austria 9

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