ICUC Sept. Series - Case Study 3 - Children's Moderation/Monitoring

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Moderation of a Children’s Corporation
user-generated content (UGC)

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

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ICUC Sept. Series - Case Study 3 - Children's Moderation/Monitoring

  1. 2. Case Study <ul><li>Moderation of a Children’s Corporation </li></ul><ul><li>user-generated content (UGC) </li></ul><ul><li>With thousands of pieces of content being posted daily and million of fans to protect, companies rely on consistent and experienced coverage by one provider to ensure the safety of its brands the management of its communities. </li></ul><ul><li>Key Findings: </li></ul><ul><li>On average, 4% of UGC is rejected monthly </li></ul><ul><li>Status updates increase traffic </li></ul><ul><li>0% adverse events </li></ul>
  2. 3. Scenario <ul><li>NOTE: For the purpose of this case study we have selected the top three Facebook pages out of a total of 16 pages. </li></ul>*Data pulled from June, July and August of 2011 Page 1 Page 2 Page 3 Moderation Rating G: Heck, stupid, OMG all not allowed G: Heck, stupid, OMG all not allowed G: Heck, stupid, OMG all not allowed Risk Rating High High High # of trained Moderators 3 Moderators, 1 Shift Lead, 1 Comm. Manager/per day 3 Moderators, 1 Shift Lead, 1 Comm. Manager/per day 3 Moderators, 1 Shift Lead, 1 Comm. Manager/per day Time Frame 3 months* 3 months* 3 months* Services UGC Moderation UGC Moderation UGC Moderation
  3. 4. Moderation <ul><li>Post-Moderation, meaning all content is reviewed after being posted </li></ul><ul><li>Each of the three selected Facebook pages falls into the clients most trafficked pages, and therefore has the most frequent Service Level Agreement (SLA) </li></ul><ul><ul><li>Content is moderated every 15 minutes </li></ul></ul>
  4. 5. Fan Growth # of fans On average each page saw an increase of 2.5%, 1.75% and 1.8% in number of fans for each page 1, 2 and 3, respectively. month
  5. 6. Traffic vs. Status Updates <ul><li>On all three Facebook pages the busiest hours of moderation occurred in the afternoon (coming home from work/school). </li></ul><ul><li>Moderation numbers also increased after a status update occurred. </li></ul><ul><li>The moderation team is responsible for all status updates, which over the course of this study saw a peak of 83 updates in one month. </li></ul>
  6. 7. Average Monthly Moderation Breakdown Page 1 Page 2 Page 3 Page 1: 217 total status updates Page 2: 229 total status updates Page 3: 71 total status updates
  7. 8. Conclusion <ul><li>Moderation services greatly reduces the risk of adverse events from happening on your branded Facebook pages. In this example we can see that all content in violation of brand guidelines was caught by moderators. Meaning less than 0.00001% of content was escalated over the course of this report. </li></ul><ul><li>Branded Facebook pages are safer with moderation and monitoring services in place. </li></ul>
  8. 9. Contact <ul><li>Thanks, </li></ul><ul><li>Alisha Paul | Director, Marketing & Social Media </li></ul><ul><li>[email_address] | @alishaizanne </li></ul><ul><li>If you would like to contact ICUC regarding moderation services for your brand, please contact: </li></ul><ul><li>Jan Reischek | VP, Client Services </li></ul><ul><li>[email_address] | @JReischek </li></ul>

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