2013: Keith Crowell (Social Instinct) - Technology, Engagement and Brand Protection

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As companies and brands engage in online, public conversations with customers, the speed of and reach of technology plays a critical role, for better or for worse. Technology and social media allow us …

As companies and brands engage in online, public conversations with customers, the speed of and reach of technology plays a critical role, for better or for worse. Technology and social media allow us to immediately know and connect with our audience. But what happens when our audience’s behaviour hurts our brand’s reputation? With millions of eyes on a social media channel at any given time, the speed at which brands respond to negative content has become more and more important.

Join Keith Crowell to learn:
· How to better engage with our customers
· What we can learn from engaging with our customers
· The importance of monitoring social media activity
· What does moderation and curation look like (humans, technology, or a combination)

More in: Business , Technology
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  • Hi I’m Keith Crowell. I’m vice president of social media at Social Instinct. I work out of our San Francisco office, and I’m grateful to be here today with you. On behalf of all the speakers and our generous event sponsors and SWARM/the ECA, I’d like to thank you for taking valuable time out of your day to join us. First, a little bit of information about our company. Social Instinct is a division of Appen Butler Hill – we call it Appen.Appen is an international company based in AU and the US, with offices in Europe and The Philippines. We provide a range of linguistic services to companies around the world. Our division, Social Instinct, is based in the San Francisco Bay Area. We are primarily a software developer focused on platforms for helping communities moderate, manage and engage their members. We also occasionally offer social media consulting to help our clients get the most out of the social media strategy when using our tools. Today I’m here to talk to you about Social Media, why you should be monitoring it, if you’re not already, and recommend some strategies for you use to help get the most out of Social Media to push forward your business strategies. ----- Meeting Notes (9/16/13 14:01) -----Social Media Trends in the USAFrom the US perspective.
  • What is the Curator, what are we trying to do? Today what we do is:1. We offer a content moderation platform that allows for either FULL automation***our platform is out there looking for TOS Violations, and if we are finding those (and we have full automation on)  we are doing something with those- either deleting, or providing other actions. Or platform allows for full human moderation - which is which push all that content  being generated (social media page) up in front of the (moderator) and allow them to make decision on them.  An Example: Is this a great piece of content that should be promoted or is this a bad piece of content that should be escalated or removed from our service- **We are currently plugged into FB via their API, given that they are the current top social media channel-- however we can easily plug into other channels.  The platform features include:customized automated and manual moderation _______________________________Language Support –2.  *We also built a platform to allow for multi lingual support- today we are supporting E/S***we are able to leverage our parent company resources and can very quickly ramp up add’l languages- allowing global scale - pretty much on demand. Sentiment Analysis 3. Sentiment Analysis- Allows you to identify what the sentiment of that user is- are they happy are they upset….The work we are doing around this tool is fine tuning it for topic identification **Example: WHEN NOT AS OBVIOUS- Someone using Hate Speech but not use any derogatory terms- With Sentiment Analysis engine you can actually identify the topic and get it in from of the moderator or make automated decisions on it. ***The flip side of that are things like brand mention, sales opportunities, customer service issues. ***Lots of things we are able to do with the sentiment analysis engine _________________________________Reporting3. As we are collecting all this data that is coming in from FB today we are very quickly able to roll up some pretty interesting reports on what we are seeing on those channels. ________________________________ 4. Around the Corner-Pushing it to the top Image ModerationSimilar to how we moderate text, we apply the same logic to imageswill be plugging in Image Moderation- while social media tends to be text heavy, there are plenty of images posted out there that could use moderation--________________________________Positive Content Promotion /User Scoring***We are starting to look at users as a whole ***we will be focusing more on “curation” which is looking for + content, + people and promoting that-****Identifying your influencers or your detractors and then pushing those forward so that you may either turn them around, or use them as brand advocates. 
  • How many of you have a social media presence? Of you, who monitors their channels more than once a week?Tell ‘em what you’re going to tell ‘em.As exporters and brands engage in online, public conversations with customers, the speed of and reach of technology plays a critical role, for better or for worse.Technology and social media allow us to immediately know and connect with our audience.But what happens when our audience's behavior hurts our brand's reputation? With millions of eyes on a social media channel at any given time, the speed at which brands respond to negative content has become more and more important.
  • There’s a lot of noise online. New social networks and platforms are emerging by the day and as participation exponentially increases, it’s only getting louder. Plenty of companies are competing for ourcustomers’ attention. Our customers are bombarded with messages and information all day, in every context, on multiple devices, from multiple sources. Conversations are happening about your brand online, good and bad, possibly in many different languages. (ONLY FOR ECA) AS AN EXPORTER, it’s important for you to know where your customers are online, and what they are saying. Many times a comment on a social platform should be placed into a customer relationship queue, or on the flip side, maybe a positive comment reveals a brand evangelist online whom you can reward with a discount or coupon. Regardless, we need to be aware of all the conversations going on on our social media channels, and be able to respond to them quickly and appropriately.
  • http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/http://www.bain.com/publications/articles/putting-social-media-to-work.aspx
  • http://dailyinfographic.com/social-customer-service-infographic#www.parature.com/social-media-customer-service
  • As we can see - sales, community support and hiring are all business areas that have an exposure and presence on social media. But how do we know how to track what is going on, and how to respond? http://www.recruitingblogs.com/profiles/blogs/40-amazing-social-media-statistics-every-recruiter-should-knowhttp://socialtimes.com/social-media-recruitment-infographic_b104335http://sloanreview.mit.edu/article/how-much-does-a-companys-reputation-matter-in-recruiting/----- Meeting Notes (9/16/13 14:01) -----add 96% to center.
  • And what can we learn from engaging with our customers?
  • One way to start is with a social media checkup. It’s good to ensure that your social media strategy and voice aligns with your corporate voice. Does your current social media strategy align with your goals? If you need help with this, there are many social media consultants (myself included) who can help you put the pieces together.
  • One approach I like to take is to evaluate where others in your industry have found success. Through an in-depth competitive analysis, you can identify what social media channels you should be on. Again, a consultant can help you get set up if you need help. http://www.flickr.com/photos/28478778@N05/5728485497/sizes/l/in/photostream/
  • In social media, content is king. What to post, where, and when? Establishing a content calendar and initial copy is key to running a successful social media campaign. Strong content took 1st place for organic search importance. http://www.flickr.com/photos/moriza
  • Content Development and CurationWhat to post, where, and when? Establishing a content calendar and initial copy is key to running a successful social media campaign. We will use our expertise to help guide you in this process.
  • Metrics Identification and AnalyticsHow is your social media program performing? What are your customers saying, sharing, liking? Is your goal to gather leads, or simply to reinforce your brand awareness? You can gather business intelligence by tracking the effectiveness of the campaign.
  • GrowthHow healthy is the Community’s Growth (MoM)? (DAU, Forum Traffic)AdoptionHow well are we adopting people into your platforms? (Fans, Followers, Forum Regs, etc)EngagementHow involved is your community in what you do? (Comments, open rates, returning users)ResponsivenessHow responsive are you to your community? (Mod tracking, replies, etc)Relevancy“What about this interests me?” (Likes, Retweets, thumbs up/down, etc)SatisfactionThrough surveys to understand program / brand sentiment
  • Talk more about community management and moderators. Do you really want to have your community managers moderating? Community Management RequirementsAn effective component to any successful social media campaign is assigning ownership of tasks. A “community manager” is the term we use in social media to describe the person charged with managing all of the activity on the channels: Facebook, LinkedIn, Google+, Twitter, etc. It is critical that the community manager has accountability. Nothing devalues all the hard work you’ve done to establish your brand than having stale or unfinished social media channels. Like a old or incomplete website. Or a social media channel that has its most recent post from last year. So whether you place the responsibility internally, or if you assign it to a contracted community manager – ensure that the roles are clear so nothing slips between the cracks. http://www.flickr.com/photos/mckaysavage
  • http://www.flickr.com/photos/jonwickNurturing and managing your community can make it a success. Finding and highlighting great content and removing inappropriate content is essential to a healthy community. Through a technology needs assesment, you can determine which product or combination of products is right for you. Our product is technology based, but there are some great firms out there who have teams of moderators who go through content themselves. Quipp is an excellent Sydney-based human moderation firm. Some companies use listening platforms like Radian6 and Hootsuite to listen to comments and identify trending topics. Another option is a customer relationship management solution like Zendesk or SalesForce. These products plug social media comments into a customer relationship queue.
  • Social Instinct has developed a platform that combines both technology and people. This hybrid approach helps ensure the influx of content being contributed by your community is appropriate, and free of spam, sexual content, personally identifiable information, and anything else you don’t want. Here’s how it works: Social Instinct and Client establish a dictionary of prohibited words Curator360 plugs into FacebookText posts are passed through Curator360 / bladesCurator360 scores or deletes postsUndeleted posts are pushed to a simple, custom dashboard for human decision-making.
  • Social Instinct provides custom reporting to its clients in a presentation-ready infographic format, bundling up the week’s activity onto a few pages.


  • 1. Engagement, Technology + Brand Protection
  • 2. What We Do Social Instinct is a division of Appen Butler Hill, a language technology consulting firm that accelerates technology to global markets. ABH Global Offices Global Coverage 40,000 linguists/annotators/moderators covering 150+ languages in 90 countries
  • 3. Why monitor social media?
  • 4. Your customers are on your social media channels. Who’s listening and what can you learn?
  • 5. Sales
  • 6. Sales 30% of businesses see an increased spend when they engage customers online 65% 47% 77% of business marketers said they acquired customers via LinkedIn of business marketers actively using LinkedIn of consumer marketers said they acquired a customer via Facebook Source: www.jeffbullas.com & www.bain.com
  • 7. Support
  • 8. Community Support 78% of consumers believe social media will become the dominant method for them to communicate with companies. 58% 23% 59% of customers have tweeted about a bad experience with a company and have never received a response of companies have a social strategy for customer service. of customers will switch brands to get better service Source: www.dailyinfographic.com & www.parature.com
  • 9. Hiring
  • 10. Hiring 92% of US companies have used social media for recruiting. 7 out of 10 96% 66% employers have successfully hired a candidate using social media of jobseekers said reputation was an important factor in choosing an employer of recruiters use Facebook to find talent Source: www.socialtimes.com & http://sloanreview.mit.edu/
  • 11. How can we better engage with our customers on Social Media?
  • 12. Social Media Check Up  Is your current strategy addressing your business needs?  Are you reaching the right audience?  Are you continuing to grow your audience?  Do you have a content strategy?  What success metrics are you tracking? ✔ ✔ ✔ ✔ ✔
  • 13. Audience Channel Identification and Creation YouCompetition Where you should be.
  • 14. Content Development and Distribution
  • 15. S M T W T F S Types of Content and Scheduling tweets and posts blogs ebooks images presentations podcasts videos
  • 16. Content Hub News Notification Email News Alerts Content Distribution and Amplification
  • 17. Metrics and Analytics
  • 18. Growth Adoption Engagement Responsiveness Relevancy Satisfaction Metrics and Analytics Category Score Total Growth 12.43 15 Adoption 6.31 10 Engagement 4.14 10 Responsiveness 4.97 5 Relevancy 5.00 5 Satisfaction 4.00 5 Score 36.84 50 Community Health Index
  • 19. What does moderation and curation look like? Humans, technology or both?
  • 20. Community Moderation and Curation Ownership Execution In-house Outsource?
  • 21. Technology Needs Assessment Social Listening/ Monitoring Moderation and Curation Platforms Social Media Publishing
  • 22. Social Instinct’s Platform
  • 24. Keith Crowell VP, Social Media keith@socialinstinct.com +1 (415) 290-3453 Skype: keycrow1 Twitter: @keycrow Prithivi Pradeep VP, Asia-Pacific, Social Instinct Division ppradeep@appenbutlerhill.com +61 2 9468 6370