Moderator: Berry Cobb, Virtual Root LLC Panelist: Mike Rodenbaugh, Rodenbaugh Law Tony Andexler, andexler.com
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1 MANAGING YOUR INTERNET BUSINESS Moderator: Berry Cobb, Virtual Root LLC Panelist: Mike Rodenbaugh, Rodenbaugh Law Tony Andexler, andexler.com
2 GeCng Started We agree with industry leaders that ADW will not be successful if it simply reaches racing's exis<ng fan base. To be blunt, if it was just a maaer of figh<ng over the exis<ng handle pool, we would not be in this business. Mark Wilson, CEO, TVG (23 JAN 2002 bloodhorse.com) INTRODUCTION Audience Polls How we got here Growth of wagering and gambling online IntroducEons What you will walk away with today.. Appx 15 min for queseons at the end
3 ONLINE MARKETING Tony Andexler / andexler.com
4 Online MarkeFng IntroducEon to Online MarkeEng (Wikipedia) Internet markeeng Ees together the creaeve and technical aspects of the Internet, including design, development, adveresing, and sales. ONLINE MARKETING Search MarkeEng (SEO & SEM) Social MarkeEng Affiliate MarkeEng Monitor Performance & Success Internet MarkeFng Plan Design & Development Online MarkeEng Future & Next Steps PromoEon & Publicity
5 Search MarkeFng SEO & SEM Search MarkeFng Planning What are your online goals? Sell Online Generate Leads Building MarkeEng Database Who is your audience? Age group, mobile users How do users interact with your website? 1 3 ONLINE MARKETING Search MarkeFng OpFons SEO (Search Engine OpEmizaEon) CompeEEve Analysis Keyword Research Page Ranking Success Measurements (AnalyEcs) PPC (Pay Per Click) Budget and Planning Google Adcenter, Microso] Adcenter 2 Things to Consider Understanding costs and conversions What is a sale or lead worth In house or Agency?
6 Social MarkeFng How Are Businesses Using Social Media Business Intelligence & Research ReputaEon Management Customer Support Expanding Digital footprint Lead GeneraEon User Generated Content GeCng Started Don t directly market. Listen. Use keyword research Create user flow and interest Youtube, Facebook & TwiPer Keyword monitoring (search.twi`er.com) Create Youtube Channel for brand awareness Create internal teams for tweets & posts. Consider promoeon and sweepstakes Blogs & RSS Feeds Be creaeve in your content & Etles Awareness ConsideraEon Conversion ONLINE MARKETING
7 Affiliate MarkeFng Business rewards affiliates (publishers) for each visitor, sale or lead generated by affiliate s own markeeng efforts. Benefits Word of mouth spreads quickly You choose affiliates 4. Conversion 1. Online Shopper 2. Affiliate Site ONLINE MARKETING Your brand idenety stays intact Types Commission JuncEon 3. Your Site Google Affiliate PromoFons Design campaign specific promoeons Incorporate creaeve ways to communicate to users
8 Online MarkeFng Future & Next Steps New Targeted Search Results Localized Search Mobile Search Social Media Influence & User Data Analysis ONLINE MARKETING Advancing Online Tools Turnkey Content & Management Tools Wordpress, Drupal WebCEO Social Media ApplicaEons Domain Management
9 INTERNET BRAND MANAGEMENT Mike Rodenbaugh / Rodenbaugh Law
10 What is Online Brand Management & ProtecFon Developing and delivering on a strategy to best control your online markeeng costs, and minimize damage from third party abusers Defensive/useful domain name registraeons Monitoring of online use/abuse Enforcement of contracts, trademark and copyright Cybersquagng Registering, trafficking in, or using a domain name with bad faith intent to profit from the goodwill of another s trademark Prohibited by AnE cybersquagng Consumer ProtecEon Act ( ACPA ) BRAND MANAGEMENT
11 Scope of CybersquaCng Q brands vicem of 400,000 cybersqua`ed domains 40% more than 07 Source: MarkMonitor Brandjacking Index, Spring 2008 Q pharma brands vicem of 20,000 cybersqua`ed domains 9% more than 08 Also listed in 2,930 online pharmacies only 4 of them cerefied by the US governing body (VIPPS) Averaging 42,000 daily visitors earning $11 BILLION in esemated revenue per year Source: MarkMonitor Brandjacking Index, Summer 2009 BRAND MANAGEMENT
12 Cybersquat Model BRAND MANAGEMENT
13 Enforcement OpFons NoEces to everyone involved: Domain Registrant? Webmaster & WHOIS Privacy Service Web Host NameServer Domain Registrar IP Block Owner Search Engines Mail Providers Domain Registry? (Phishing) ICANN? (False WHOIS) Law enforcement agency? BRAND MANAGEMENT NoEfy of breach of Terms of Service NoEfy under DMCA (in USA) or European parallel NoEfy of Contributory TM Infringement (Akanoc verdict) Send follow up noeces every 48 hours Escalate from in house to outside counsel?
14 Domain Name Remedies Uniform Dispute ResoluEon Policy (UDRP) ArbitraEon procedure mandated by ICANN via domain name registraeon agreement Available in 16 gtlds and >50 cctlds Months for decision No Monetary Damages AnE Cybersquagng Consumer ProtecEon Act (ACPA) 15 USC 1125(d) in personam (vs. squa`ers and enablers) in rem (vs. domain names only) BRAND MANAGEMENT
15 UDRP Elements Domain Name is idenecal or confusingly similar to a trademark in which Complainant has rights Respondent has no legiemate rights in the Domain Name bona fide use or preparaeon to use prior to noece of a dispute Domain Name is registered and used in bad faith demonstrated specific intent BRAND MANAGEMENT
16 UDRP PracFce Pointers Be careful with choice of mutually agreed jurisdiceon you could end up in court in India Always request transfer; never cancel Treat the Complaint like a moeon for summary judgment; reply may not be allowed Follow up to make sure the name is transferred and that it doesn t resolve to the old website Your registrar is responsible for transferring the domain name You are responsible to make sure it is used smartly BRAND MANAGEMENT
17 UDRP Stats NaEonal ArbitraEon Forum (NAF): 1770 cases in 2008; 10,600 total cases World IP OrganizaEon (WIPO): 2329 cases in 2008; 14,000 total cases, 25,000 domains 57 cctlds use WIPO to administer UDRP or modified version of UDRP Filing fees: NAF = $1300 (1 2 domains); WIPO = $1500 (1 5 domains) CIETAC (HK) and Czech providers also BRAND MANAGEMENT
18 Victories by Brand Owners Verizon v. NavigaEon Catalysts, preliminary injunceon granted, all standard taseng defenses rejected Verizon v. OnlineNIC, $33 million judgment Verizon, Microso], Dell and Yahoo! have sued ICANN accredited registrars, avoiding ACPA immunity provision by arguing registrars bad faith BRAND MANAGEMENT
19 INTERNET ADDRESSING 2.0 Mike Rodenbaugh / Rodenbaugh Law
20 Internet Policy & Governance ICANN Bylaws ArEcle I, SecEon 1 To coordinate, overall, the global Internet's system of unique idenffiers, and to ensure stable and secure operafon of the Internet's unique idenefier systems. In parecular, ICANN coordinates: 1. AllocaFon and assignment of the three sets of unique idenffiers for the Internet: Domain names (forming a system called the DNS) Internet protocol (IP) addresses and autonomous system (AS) numbers Protocol port and parameter numbers 2. OperaFon and evolufon of the DNS root name server system 3. Policy development reasonably and appropriately related to these technical funcfons INTERNET ADDRESSING 2.0
21 New Generic Top Level Domains on the way Plan approved by ICANN Board on June 20, 2011 ApplicaEon window opens January 12, closes April 12, apps expected by Verisign and MarkMonitor 2/3 from brandowners First new gtlds may be live January, 2013 ApplicaEon contains 50 QuesEons, many of them requiring complicated technical and financial informaeon Contract with back end registry provider needed Legal and Financial consuleng needed ApplicaEon fee is $185,000 per TLD string Plus proof of reserves to cover three years of criecal registry funceons Plus annual fees to ICANN and registry provider INTERNET ADDRESSING 2.0
22 Who s already announced intent to apply Regional gtlds.africa (two inieaeves).bayern (Bayern/Bavaria).bzh (Bri`any).cym (Wales).eng (England).gal (Galicia).ker (Cornwall).lli (Leon).lat (LaEn America).med (Mediterranean).que (Quebec).sco (Scotland).vla (Flanders.yks (Yorkshire) Industry gtlds.health.movie.music (several inieaeves).sport (two inieaeves).xxx (adult).web (many inieaeves).food.bank.eco (2 submissions).love.games Charitable gtlds.eco (Ecological).green (Ecological).fam (two inieaeves) City gtlds.nyc.sfo.paris.hamburg.berlin.bcn (Barcelona).london.köln.roma.pdx Brand.canon.hitachi.deloi`e [Source: MarkMonitor] INTERNET ADDRESSING 2.0
23 .brand Opportunity Security you own and control the TLD, can register to anyone you choose No domainers, squa`ers or phishers? MarkeEng create a global community centered on your branded or generic TLD Be one of the first in your industry? Own a key verecal slice of the DNS? Develop new products? INTERNET ADDRESSING 2.0
24 Internet Policy & Governance INTERNET ADDRESSING Staff; 4 Supporting Organizations; 6 Advisory Committees BOD: 16 voting Members; 5 non-voting liasons
25 Internet Policy & Governance Please join the Business ConsEtuency or the Intellectual Property ConsEtuency! 1000 euro/year for large enterprises 160 euro/year for small enterprises AcEve mailing lists & periodic teleconferences Influencing ICANN policy development on behalf of all businesses INTERNET ADDRESSING 2.0
26 CLOSING Berry Cobb / Virtual Root LLC
27 PuCng it all together..be the hammer, not the nail! Your current Internet presence requires constant a`eneon to maintain relevance You ve spent money to protect your company by filing trademark applicaeons Develop a strategy around Internet addressing and understand what it means for your business What will this mean for racing?.bet,.casino,.poker,.racing,.slot.brand h`p:// NOT in a Domain Name html?wlc= &wlc= Be ahead of the curve and get involved CLOSING
28 QUESTIONS FROM THE AUDIENCE? MANAGING YOUR INTERNET BUSINESS Moderator: Berry Cobb, Virtual Root LLC Panelists: Mike Rodenbaugh, Rodenbaugh Law Tony Andexler, andexler.com
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