ICUC Case Study 5 - Soft Drinks


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ICUC Case Study 5 - Soft Drinks

  1. 2. Case Study <ul><li>Moderation of a global beverage company’s user-generated content (UGC) </li></ul><ul><li>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. </li></ul><ul><li>Key Findings: </li></ul><ul><li>0% adverse events </li></ul><ul><li>42 average monthly status updates </li></ul><ul><li>8.1% average monthly fan growth </li></ul>
  2. 3. Scenario *Data pulled from May, June and July of 2011 Facebook Page Moderation Rating PG-13 Risk Rating Medium # of trained Moderators 2 moderators, 1 shift lead, 1 community manager Time Frame 3 months* Services UGC Moderation
  3. 4. Moderation <ul><li>Post-Moderation, meaning that all content is viewed after being posted by the user. </li></ul><ul><li>For the purposes of this study data was taken off one of the brand’s average Facebook pages. </li></ul><ul><li>Service Level Agreement (SLA) </li></ul><ul><li>8 a.m. – 12 a.m. – Checked every 4 hours </li></ul><ul><li>12 a.m. – 8 a.m. – Checked every 4 hours </li></ul>
  4. 5. Monthly Moderation Breakdown The inner circle represents the number of pieces of content approved, while the middle circle represents content rejected and the very outer circle represents content escalated.
  5. 6. Monthly Content Breakdown POSTS May 2011 June 2011 July 2011 Board 23 14 6 Wall 1629 1158 1141 Status 1901 2967 1930 Photo 164 194 90 Photo Comments 57 42 37 Video 4 2 2 Video Comments 0 0 3
  6. 7. Status Updates <ul><li>The average number of status updates on this Facebook page was 42 over the recorded period. </li></ul><ul><li>Brand managers and the creative agency are responsible for coordinating with global connections of the client for the publishing of updates. </li></ul><ul><li>While this page is reported to be at its busiest between 9 a.m. and 5 p.m. EST Monday – Friday, traffic peaks regularly and is influenced by brand updates. </li></ul>
  7. 8. Fan Growth While fan growth did seem to decrease over summer months, this graph shows the percentage increase in number of fans for each of the reporting months.
  8. 9. Conclusion <ul><li>High volume does not always mean that your Facebook pages are at higher risk for adverse events, however it does increase the number of pieces of content that need to be removed daily, as well as the number of customer service or support related content posted on your pages. </li></ul><ul><li>This report showed that on average 18% of content was removed by moderators and 117 consumer questions were escalated to the brand over the course of the three month reporting period, which otherwise would have gone unanswered. </li></ul>
  9. 10. 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