We manage Social Media for the following companies…

Media & PublishingChildren’sRetail & FMCGRetail & FMCGSportGovernment, Corporate & Non-ProfitSocial Networking

Today…

• What is moderation & community management?

• Pearls of wisdom / some mistakes to avoid

What is moderation & community management?

• Not just editing and deleting

• It’s about protecting users – in particular children

• It’s protecting your brand reputation and the hidden conversation

Protecting your reputation

• 71% of financial advisers believe that a brand's reputation is worth at least 20% of its total value

• Company X is worth approx £500 million

• Its reputation is therefore worth about £100 million

• If negativity from the social net results in just a 1% drop in value of reputation… then Company X could lose £5 million in value in days

• Sentiment tracking and moderation can cost as little as £30k per year

Some food for thought

What is moderation & community management?

• It’s providing an editorial tone of voice

• It’s managing the community

• It’s enriching the content through editorial processes

• It’s about creating value from Social Media and Communities

• it’s monitoring 3rd party notifications and acting upon them

Pop Quiz

In the 90 / 9 / 1 rule – which of these 3 figures corresponds to the number of users visiting your site that will regularly post in your user generated content area?

Pop Quiz

In the 90 / 9 / 1 rule - what figure corresponds to the number of users visiting your site that will regularly post in your user generated content area?

Answer = 1

Posting figures are often lower than expected, although beware the surprise traffic bump.

Types of moderation

Moderation can be split into 3 main categories

• Pre• Post• Reactive

Many Social Media spaces use a combination to maximise the effectiveness of the moderation resource.

The BBC does this, for example…

• We pre-moderate all CBBC content• Higher risk boards are post moderated• Many high traffic, lower risk areas are reactively moderated

The BBC’s profiles on external Social Media spaces are moderated differently

Guidelines – the heart of moderation

• You need to consider the guidelines under which you would like users to behave

• You will need to communicate those guidelines to users and moderators

• The guidelines will form a range of content rules such as:

• What sort of *!£$$%$* will you accept?• Can users post personal details?• If you’re allowing pictures, what would be deemed inappropriate?• If video is allowed what risk will you take on potentially copyright material?• How will you deal with troublesome users?• How would you escalate an issue such a suicide thread or bomb threat

…and so on.

Why users need rules:

BBC 606

Some Pearls of Wisdom # 1

“Why use a moderation team?”

• Major reason for potential failure is lack of focus and direction

• Key issue to address is find the reason for users to interact (especially youth)

• Lack of focus reduces traffic, quality of content and increases moderation issues

• Clear content targets increase the volume of interaction and user loyalty

• You can use moderators to help drive traffic through…

- Quality control- Interacting with users- Reporting on trends- Feeding back into the business and drive value

Some of the reasons for why we moderate…

"if i was u i wud just keep cuming on her and revising ur maths and maybe get sum maths books x"

Some of the reasons for why we moderate…

"please help my mummy, she is 26 years old and she thinks shes fat and ugly but I dont think she is!! Her tummy and boobys are saggy and has lots of stretch marks, she has always wanted new boobys!! I have £500 saved up in my bank and could use that money to buy her new clothes or a new hair piece. if you need to ring me you can e-mail my auntie at (email address and phone no was attached) love (full name was supplied) age 11 xx“

Some of the reasons for why we moderate…

“This is an amazing gun i have bagged 47 woodpigeon and 31 rabbis”

Some of the reasons for why we moderate…

“There was a mod who liked to hunt All day and all night because he’s a **** Nor for him the work of butcher or banker He likes to ban and suspend because he’s a ****** He sits all day in his suit and hat Reads my threads all the time because he’s a ****”

Some Pearls of Wisdom # 2

“Take care when operating in your users’ environment”

• NSPCC launched their “Don’t Hide It” campaign across Social Networks and message boards

• 5 Bebo and Piczo profiles were created and over 10,000 messages were posted to the sites

• Incredibly strong support within the profile spaces

• Moderators posted advice and support, and escalated messages of concern to NSPCC

• The campaign brought real value to the users within their own space

• Creating less user-focused, marketing style profiles within existing social networks should be handled with care

• You have a duty of care to protect your users, especially those under 16

Pop Quiz

As of 9.30 this morning, how many fans had signed up to the official Coca Cola Facebook page?

Pop Quiz

As of 11am this morning, how many fans had signed up to the official Coca Cola Facebook page?

Answer = 3,395,346 (7,000 more than Monday)

Before setting up a Facebook profile for your brand, think…

“Why would my customers or users interact with it and what can we get out of it?”

Some Pearls of Wisdom # 3

“By creating a Social Space you are creating a customer service channel”

• ‘Build it and they will come’ should be replaced with ‘Build it and they will moan’

• Within a branded community users feel they have a direct line to Customer Services

• You need a robust process for dealing with complaints, criticism and user issues

• How would you deal with a suicide message?

• Ensure your CRM process is in place before entering the Social Net

• Tackle issues head on and as quickly as possible

• Use your moderation team as filters and guardians of your brand

• The future of CRM?

Some Pearls of Wisdom # 4

“Choose the right medium for the job’”

• Social Media isn’t for everyone

• Be able to answer “Why should users bother?”

• People interact with brands differently than each other

• You need to give users a genuine reason for interacting (be it short or long term)

• Don’t waste money on the latest fad unless you’re sure it’s right for you

Some food for thought

• Dell Idea Storm / My Starbucks Idea

• We feel fine

• Brand tag experiment

• Orange Talking Point

• Ford Focus

Pop Quiz

How many platforms do the Tempero moderators currently use on an average daily basis?

Pop Quiz

How many platforms do the Tempero moderators currently use on an average daily basis?

Answer = 70

There are hundreds of platforms to choose from but very, very few have the ability to effectively manage high traffic communities both in terms of moderation and general administration.

Our top ten mistakes to avoid

10. Spending too much10. Spending too much

9. Underestimating the need for marketing9. Underestimating the need for marketing

8. Not moderating – cutting corners8. Not moderating – cutting corners

7. Over moderating (ALWAYS allow feedback)7. Over moderating (ALWAYS allow feedback)

6. Developing pointless technology6. Developing pointless technology

5. Underestimating the time needed5. Underestimating the time needed

4. Valuing quantity over quality4. Valuing quantity over quality

3. Following trends – “all our competitors are using Bebo, Twitter, Facebook”3. Following trends – “all our competitors are using Bebo, Twitter, Facebook”

2. Ignoring the legal consequences of publishing content2. Ignoring the legal consequences of publishing content

1. Underestimating the power of your user 1. Underestimating the power of your user

Key lessons to think about in terms of customer service

• A forum/social space is no different to a customer service centre albeit more public

• One question answered may actually answer hundreds of user questions in one go

• Online CRM has the potential to be more cost effective than traditional phone lines and actually create brand loyalty

• Forums can act as interactive FAQ’s with users providing much of the content over time

Key lessons to think about in terms of customer service

• Users are customers. Treat them the same as you would over the phone or in the retail environment

• Think of the forum as another channel to help the brand not a hindrance

• It’s marketing tool without appearing to be one

• You have the advantage of being able to turn negatives into positives and make that visible to many

Thank you for your time

For further information please contact:

Dominic.sparkes@tempero.co.uk

www.tempero.co.uk

+44 20 7636 1200