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:
1. Defining your overall moderation strategy
2. Establishing your Terms of Service and Code of Conduct
3. Determining your moderation technology options
4. Understanding the key roles and responsibilities of a moderator
MuleSoft Online Meetup Group - B2B Crash Course: Release SparkNotes
Moderation: Protecting Your Brand in a Social World
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
5. Testing
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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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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: 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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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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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.
Applying policies and guidelines all forms of UGC – removing objectionable content and managing member accounts – there are other forms of moderation as well
UGC – Leveraging community members to report UCG that is objectionable – Most efficient and effective. Any piece of UGC should be able to be reported
Safety – Proactively scanning and removing content, managing members. Providing a clean, “well-lit” area for members to interact
Report generation – qualitative analysis and approach. Observe behaviors and make necessary modifications as needed. Unbiased approach towards community feedback and content
With the Mzinga platform, you can pick/choose if you want functionality that is pre-moderated, and others that is post-moderated. Pre-moderated content is still allowed to be reported by your members
Does not facilitate communication, but is more of a safety step if there is a concern with UGC. Since everything is reviewed before it get to the site, it is also costly – but we can still provide that service.
With the Mzinga platform, you can pick/choose if you want functionality that is pre-moderated, and others that is post-moderated. Pre-moderated content is still allowed to be reported by your members
Does not facilitate communication, but is more of a safety step if there is a concern with UGC. Since everything is reviewed before it get to the site, it is also costly – but we can still provide that service.
With the Mzinga platform, you can pick/choose if you want functionality that is pre-moderated, and others that is post-moderated. Pre-moderated content is still allowed to be reported by your members
Does not facilitate communication, but is more of a safety step if there is a concern with UGC. Since everything is reviewed before it get to the site, it is also costly – but we can still provide that service.