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Moderation: Protecting Your Brand in a Social Media World

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Every day, more and more brands are engaging people in online conversations-conversations that often make them smarter, more relatable, and ultimately more effective in how they go to market. But with …

Every day, more and more brands are engaging people in online conversations-conversations that often make them smarter, more relatable, and ultimately more effective in how they go to market. But with this newfound transparency, you can also encounter unexpected risks and liabilities. To be safe, you should be as proactive about moderating and monitoring those conversations as you are about fostering them.

This webinar can help you get started and will outline how online moderation will help your company maximize-and safeguard-your social marketing investments without hampering your style. This webinar will teach you:

-Defining your overall moderation strategy
-Establishing your Terms of Service and Code of Conduct
-Determining your moderation technology options
-Understanding the key roles and responsibilities of a moderator

If you're interested in attending the next New Marketing Labs webinar, check out: newmarketinglabs.com/​social-media-marketing-webinars/​

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  • Applying policies and guidelines all forms of UGC – removing objectionable content and managing member accounts – there are other forms of moderation as well
    UGC – Leveraging community members to report UCG that is objectionable – Most efficient and effective. Any piece of UGC should be able to be reported
    Safety – Proactively scanning and removing content, managing members. Providing a clean, “well-lit” area for members to interact
    Report generation – qualitative analysis and approach. Observe behaviors and make necessary modifications as needed. Unbiased approach towards community feedback and content
  • With the Mzinga platform, you can pick/choose if you want functionality that is pre-moderated, and others that is post-moderated. Pre-moderated content is still allowed to be reported by your members
    Does not facilitate communication, but is more of a safety step if there is a concern with UGC. Since everything is reviewed before it get to the site, it is also costly – but we can still provide that service.
  • With the Mzinga platform, you can pick/choose if you want functionality that is pre-moderated, and others that is post-moderated. Pre-moderated content is still allowed to be reported by your members
    Does not facilitate communication, but is more of a safety step if there is a concern with UGC. Since everything is reviewed before it get to the site, it is also costly – but we can still provide that service.
  • With the Mzinga platform, you can pick/choose if you want functionality that is pre-moderated, and others that is post-moderated. Pre-moderated content is still allowed to be reported by your members
    Does not facilitate communication, but is more of a safety step if there is a concern with UGC. Since everything is reviewed before it get to the site, it is also costly – but we can still provide that service.
  • Transcript

    • 1. Moderation: Protecting Your Brand in a Social World Presented by: Justin Levy, New Marketing Labs Isaac Hazard, Mzinga
    • 2. Testing 2 Who Are We? Isaac Hazard Director, Strategic Consulting ihazard@mzinga.com @iphazard Justin Levy Director of Business Development, Corporate Strategy & Client Services jlevy@newmarketinglabs.com @justinlevy
    • 3. Testing 3 To ask questions during the webinar: On Twitter: #NML On GoToWebinar: Q&A Feature The webinar is being recorded and will be available for download at the end of the webinar. The slide deck will be uploaded to Slideshare: http://slideshare.net/newmarketinglabs Housekeeping
    • 4. Testing 4 To ask questions during the webinar: On Twitter: #NML On GoToWebinar: Q&A Feature The webinar is being recorded and will be available for download at the end of the webinar. The slide deck will be uploaded to Slideshare: http://slideshare.net/newmarketinglabs Housekeeping
    • 5. Testing 5 To ask questions during the webinar: On Twitter: #NML On GoToWebinar: Q&A Feature The webinar is being recorded and will be available for download at the end of the webinar. The slide deck will be uploaded to Slideshare: http://slideshare.net/newmarketinglabs Housekeeping
    • 6. Testing 6 What is Moderation, Why Do It & How? Managing, monitoring, and facilitating online conversations & content Applies to any form of User-Generated Content (UGC):  Forum messages  Blog comments  Photos  Video & audio  Live chat & more….
    • 7. Testing 7 Relationship to Community Management Applies to an form of User-Generated Content (UGC):  Forum messages  Blog comments  Photos  Video & audio  Live chat & more…. Community Manager Drives features, content and activity programs, technical (platform) decisions, metrics collection and reporting. Serves as the ‘Voice of the Community” Moderator A community peacekeeper, advocate, and “enforcer” of community guidelines and rules
    • 8. Testing 8 Applies to an form of User-Generated Content (UGC):  Forum messages  Blog comments  Photos  Video & audio  Live chat & more…. Now, let’s talk about some common starting points and best practices
    • 9. Testing 9 Best Practices: Assess the Risks Applies to an form of User-Generated Content (UGC):  Forum messages  Blog comments  Photos  Video & audio  Live chat & more….
    • 10. Testing 10 Best Practices: Define the Rules Applies to an form of User-Generated Content (UGC):  Forum messages  Blog comments  Photos  Video & audio  Live chat & more….
    • 11. Testing 11 Applies to an form of User-Generated Content (UGC):  Forum messages  Blog comments  Photos  Video & audio  Live chat & more…. Next, let’s think about how to define your moderation strategy
    • 12. Testing 12 3 Big Questions Applies to an form of User-Generated Content (UGC):  Forum messages  Blog comments  Photos  Video & audio  Live chat & more….
    • 13. Testing 13 Pre-Moderation Applies to an form of User-Generated Content (UGC):  Forum messages  Blog comments  Photos  Video & audio  Live chat & more…. Pre-Moderation Queue Pre-Moderation Queue Online Community Commonly used for sensitive subject matter, such as health issues and children’s sites Advantages • No risk of inappropriate content Disadvantages • Does not facilitate interactions or communication • Higher investment required
    • 14. Testing 14 Post-Moderation Advantages • Increases interactivity & liveliness • Better user experience • Lower investment required Disadvantages • Risk of inappropriate content Post-Moderation Queue Post-Moderation Queue Online Community
    • 15. Testing 15 Applies to an form of User-Generated Content (UGC):  Forum messages  Blog comments  Photos  Video & audio  Live chat & more…. What about the tools? Automated vs. Manual Moderation
    • 16. Testing 16 Automated Moderation: Filters and Watch Words
    • 17. Testing 17 Automated Moderation: Crowd Source It Encourage and leverage your community to assist Enable violation reporting on all types of UGC Only remove content that is in violation Provide clearly visible methods for submitting violations Allow guest reporting, or force members to log in
    • 18. Testing 18 Manual Moderation: Content Management
    • 19. Testing 19 Manual Moderation: Member Management
    • 20. Testing 20 Internal vs. Outsourced Moderation Why hire a 3rd party to enforce rules & policies?
    • 21. Testing 21 Applies to an form of User-Generated Content (UGC):  Forum messages  Blog comments  Photos  Video & audio  Live chat & more…. Let’s put this all into perspective by reviewing some case studies
    • 22. Testing 22 Ford Motor Company: SyncMyRide.com Project Overview Business Benefits Company Overview: Founded in 1903, Ford Motor Company is an American multinational corporation and the world's third largest automaker based on worldwide vehicle sales. • Reduced Sync support costs and increased support efficiency for users • Market research regarding product versatility: Users continue to share additional integration and compatibility options, as well as product tips and tricks • To facilitate peer-to-peer support on SyncMyRide.com– focused on the Sync in-car communication and entertainment system— Ford implemented Mzinga discussion forums and integrated profile avatars • All submitted posts are pre-moderated to comply with strict automotive regulations
    • 23. Testing 23 RateMyProfessors.com Community Overview Why Moderation? • Allow members to rate their professors on a scale, and add comments • Ensure that all comments are appropriate, and not disruptive • Moderate all comments that are uploaded • Allow members to report those items that are in violation of implemented policies RateMyProfessors.com is the Internet's largest listing of collegiate professor ratings, with more than 6.8 million student- generated ratings of more than 1 million professors. Each year, millions of college students use the site to help plan their class schedules, and rate current and past professors on attributes such as helpfulness and clarity.
    • 24. Testing 24 Any Questions…
    • 25. Testing 25 Additional Resources Mzinga White Papers • Moderation: Protecting your Brand in a Social World • Online Community Best Practices for Marketers & the Workplace These white papers examine how enterprise social media & community solutions—including moderation & community management—can improve marketing initiatives & workplace dynamics.
    • 26. Testing 26 http://mzinga.com Isaac Hazard ihazard@mzinga.com @iphazard
    • 27. Testing 27 http://newmarketinglabs.com Justin Levy jlevy@newmarketinglabs.com http://justinrlevy.com @justinlevy • justinlevy • in/justinlevy