September Series: Case Study 4 - Alcohol
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September Series: Case Study 4 - Alcohol

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With thousands of pieces of content being posted daily and millions of fans to protect, companies rely on consistent and experienced coverage by one provider to ensure the safety of its brands and......

With thousands of pieces of content being posted daily and millions of fans to protect, companies rely on consistent and experienced coverage by one provider to ensure the safety of its brands and the management of its communities.

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  • 1.  
  • 2. Case Study
    • Moderation of an Alcohol Corporation’s user-generated content (UGC)
    • With thousands of pieces of content being posted daily and millions of fans to protect, companies rely on consistent and experienced coverage by one provider to ensure the safety of its brands and the management of its communities.
    • Key Findings:
    • 0% adverse events
    • Peak moderation hours were between 4pm and 12am CST
    • Brand updates can increase fan growth
  • 3. Scenario *Data pulled from June, July and August of 2011 Page 1 Page 2 Moderation Rating R (21 and over) R (21 and over) Risk Rating High High # of trained Moderators 2 Moderators, 1 Shift Lead, 1 Comm. Mgr./per day 2 Moderators, 1 Shift Lead, 1 Comm. Mgr./per day Time Frame 3 months* 3 months* Services UGC Moderation UGC Moderation
  • 4. Moderation
    • Post-Moderation, meaning that all content is viewed after being posted by the user.
    • For the purposes of this case study data has been itemized by two busiest pages, from the same brand.
    • Content is moderated every 30 minutes from 8am – 12pm, and every 60 minutes from 12pm – 8am.
  • 5. Average Monthly Moderation Breakdown May 2011 June 2011 July 2011
  • 6. Status Updates
    • While the moderation team for this brand is not responsible for any contact with users, the team did report an average of 16 and 18 status updates over the course of the 3 month reporting period for each of the pages respectively.
  • 7. Fan Growth # of fans month The page with the greater average number of status updates increased their fan growth at a greater rate then that of the page with fewer updates in the recorded period.
  • 8. Conclusion
    • Branded status updates can be directly linked to the overall fan growth of a social page that is moderated by experienced moderation services providers.
    • Moderation Services minimize and manage a brand’s risk and directly contribute to lessening the number of adverse events, as well as escalated material, on a brands’ social pages.
  • 9. Contact Thanks, Alisha Paul | Director, Marketing & Social Media [email_address] | @alishaizanne If you would like to contact ICUC regarding moderation services for your brand, please contact: Jan Reischek | VP, Client Services [email_address] | @JReischek
  • 10.