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/​

1. Moderation: Protecting Your Brand in a
Social World
Presented by:
Justin Levy, New Marketing Labs
Isaac Hazard, Mzinga

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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

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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

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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

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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

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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….

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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

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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

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Best Practices: Assess the Risks
Applies to an form
of User-Generated
Content (UGC):
 Forum messages
 Blog comments
 Photos
 Video & audio
 Live chat & more….

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Best Practices: Define the Rules
Applies to an form
of User-Generated
Content (UGC):
 Forum messages
 Blog comments
 Photos
 Video & audio
 Live chat & more….

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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

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3 Big Questions
Applies to an form
of User-Generated
Content (UGC):
 Forum messages
 Blog comments
 Photos
 Video & audio
 Live chat & more….

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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

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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

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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

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Automated Moderation: Filters and Watch Words

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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

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Manual Moderation: Content Management

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Manual Moderation: Member Management

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Internal vs. Outsourced Moderation
Why hire a 3rd
party to enforce
rules & policies?

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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

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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

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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.

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Any Questions…

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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.

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http://mzinga.com
Isaac Hazard
ihazard@mzinga.com
@iphazard

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http://newmarketinglabs.com
Justin Levy
jlevy@newmarketinglabs.com
http://justinrlevy.com
@justinlevy • justinlevy • in/justinlevy