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September Series - Case Study 2 - Mobile

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Moderation of a global Mobile 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.

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September Series - Case Study 2 - Mobile

  1. 2. Case Study <ul><li>Moderation of a global Mobile Corporation’s </li></ul><ul><li>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>Status updates increase traffic </li></ul><ul><li>Less than 1% of content accounts for urgent escalations </li></ul><ul><li>On average,10% - 15% of user-generated content is rejected by moderators </li></ul>
  2. 3. Scenario *Data pulled from 3 separate pages, by the same brand, in differing regions North America Latin America Europe, Middle East & Africa Moderation Rating PG PG-13 G Risk Rating Medium Medium Medium # of trained Moderators 6 Moderators, 1 Comm. Manager, 1 Shift Lead/ per day 3 Moderators, 1 Comm. Manager, 1 Shift Lead/ per day 9 Moderators,1 Comm. Manager, 1 Shift Lead/ per day Time 3 months of traffic 3 months of traffic 3 months of traffic 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>User comments are moderated every: </li></ul><ul><li>- North America: 1 hour </li></ul><ul><li>- Latin America: 4 hours </li></ul><ul><li>- Europe, Middle East & Africa: 1 hour </li></ul>
  4. 5. Getting ‘Liked’ <ul><li>While in North America it appears the further into the summer months, the fewer the number of fans ‘Liked’ the Facebook page. In both Latin America and Europe, the Middle East and Africa, the opposite was true. </li></ul># of fans region # of fans regions
  5. 6. Traffic vs. Status Updates <ul><li>In all three regions the busiest hours of moderation occurred between 8 a.m. and 4 p.m. for normal traffic. </li></ul><ul><li>As well, moderators noted that there was an increase in traffic on pages after a status update occurred. </li></ul><ul><li>On average, each page’s marketing agency was creating and posting status updates anywhere from 25 to 40 times per month. </li></ul>
  6. 7. Average Monthly Moderation Breakdown North America Latin America Europe, Middle East & Africa Escalation Breakdown:
  7. 8. Conclusion <ul><li>Monitored brand engagement, such as status updates, can increase traffic flow to your social channels, providing a greater likelihood of obtaining fans, or Likes. Provided the social pages are moderated, the increase in traffic should not effect the number of adverse effects on the brand. </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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