Integrating InsightModeration & Engagement

Dom Sparkes, CEO & Founder

Why are we here today?

About your host…

• Dom Sparkes, CEO & Founder

• Nearly 10 years at Tempero

• 4 at Granada as Head of Production

• 4 at EMI as New Media Manager

We work in partnership with our clients to help them navigate and thrive in this new landscape

What we do

Our Clients

What’s a Social MediaManagement Strategy?

What’s a Social Media Management Strategy?

• A plan to make your working life easier?

• A plan to help hit your objectives?

• A load of work you don’t want to do?

• A plan to keep my brand safe?

• Something to show the boss?

What’s a Social Media Management Strategy?

• A plan to make your working life easier

• A plan to help hit your objectives

• A load of work you don’t want to do

• A plan to keep my brand safe

• Something to show the boss

What are, InsightEngagement & Moderation?

What are Insight, Engagement & Moderation

• The three cornerstones of social (or should

be)

• Others spin off such as outreach, admin, tech

• Usually the most costly elements

• We’re not including initial creative

• They are integral to various parts of a social

media strategy….

How do they fit into a strategy?

Pre-Strategy/Genesis of a idea- Who are you aiming to target?- Why are you trying to target them?- What could the problems be?- Where will it take place?- When will it all happen?

PlanningInsight - Create foresight into the hypothesesStrategy - Expand the idea into a fully-fledged visionPracticality - Detail the details of how the strategy will be delivered

ExecutionModerate - Protect the brand and usersEngage - Drive loyalty & interaction via help &

entertainmentOutreach - Develop relationships to encourage new

audiencesManage - Monitor progress, develop initiatives & report

on results

How do they fit into a strategy?

Pre-Strategy/Genesis of a idea- Who are you aiming to target?- Why are you trying to target them?- What could the problems be?- Where will it take place?- When will it all happen?

PlanningInsight - Create foresight into the hypothesesStrategy - Expand the idea into a fully-fledged visionPracticality - Detail the details of how the strategy will be delivered

ExecutionModerate - Protect the brand and usersEngage - Drive loyalty & interaction via help &

entertainmentOutreach - Develop relationships to encourage new

audiencesManage - Monitor progress, develop initiatives &

report on results

What is (Social Media) Insight?

• Analysis of data to help plan, create &

manage

• For social media specifically:

• Quantitative data

• Volumes (msgs, likes, tweets, views)

• Qualitative data

• Sentiment (more on that later)

• Categories & Trends

Why bother with Insight?

• Would a brand launch a new product without

research?

• Can you plan activity accurately without

knowing your audience?

• Can you measure success without metrics?

• Would you prefer to see a brand crisis before

anyone else or after?

How’s it done?

1. Use (some kind of) automated tools

2. Add in manual monitoring & data capture

3. Pour in some brain power

4. Mix into a clear succinct report

Do not over cook into a 300 slide monster.

It’s harder than it sounds

Tips to help gain useful insight

1. Decide what you need. Not what you want

2. Ego is expensive. Useless data is a waste

3. Garbage in, garbage out; queries are key

4. Think carefully about frequency

5. Don’t trust automated sentiment

6. Adapt to stakeholder requirements

7. Compare like with like

8. Present findings where possible

What is (Social Media) Engagement?

• Interacting with your audience for a purpose

• It could be simple query response or…

• …more involved conversations

• It is generally on owned media

• It can be used for Customer Service (Sony)

• It can be used for Entertainment (Birds Eye)

• It can be used for Information (Natwest)

Why bother with Engagement?

• It can help drive loyalty & satisfaction

• It can help avoid issues though interaction

• It can act as a customer service touch-point

• It can help alleviate the ‘broadcast’ issues of

social media

“Find us on Facebook” - find yourself, fuck off.

How’s it done?

• Guidelines, Content plans & responses

created

• Interaction direct through platforms or…

• …via engagement tools

• Conversations monitored for additional

response (and flaming)

Tips to improve your engagement activity

1. Be helpful first. Market second (if at all)

2. Use or employ the best writer you can afford

3. Adapt copy for each platform

4. Triple check all spelling and grammar

5. Inform customer facing staff of outbound

activity where relevant/possible

6. Don’t over engage. Think 140

Tips to improve your engagement activity

Tips to improve your engagement activity

Brief(you have no choice)

PunchyValuable

Tips to improve your engagement activity

HelpfulInformativeProfessional

Tips to improve your engagement activity

InformalFriendly

Inquisitive

What is Moderation?

• More than just editing and deleting profanity

• It’s subtle curation of a community/social

space

• For most it’s brand and user protection

• Keeping content clean & children safe

• It can be simple monitoring for escalation

• It can be simple tracking for reporting

• For us, it’s all of the above (as you’ll see)

Why bother with Moderation?

• It can be your first window into issues

• Good moderators are highly skilled spotters!

• Clean, on-topic spaces drive higher quality

traffic

• The resource can be used for more than just

moderation

How’s it done?

1. Moderation guidelines created

2. Pre, post or reactive styles

3. Direct through platform or via application

4. Multiple moderators need management

5. 24/7 =10-20 mods. 1hr per day = 2-3

minimum

6. Comms usually through Community Manager

Tips to improve your moderation activity

1. Create clear, consistent guidelines

2. Make moderator responsibilities clear

3. Train thoroughly (think of the poor intern)

4. Think ahead in terms of technology

5. Create an efficient comms channel

6. Review process & policy regularly

Adding it all together for social media heaven!

Insight+Engagement+Moderation=

?

Adding it all together for social media heaven!

1. Level of integration is org size dependant

2. But even small sites/projects can benefit

3. Planning is important

4. Think ‘Short term sacrifices, long term gain’

Adding it all together for social media heaven!

If you’re a one-man band with little budget…

If you’re Sony (for example)…

Seems simple? Here’s some tips to help…

• Create a simple way for you to capture data

• If you publish a lot, schedule weekly reviews

• Don’t trust automated sentiment

• Track competitors in the same way where

possible

• Build up a library of tweakable responses

• Don’t confuse popularity with value…

The Cat Conundrum

The Cat Conundrum

Cute cat pic = drives traffic, lots of likes etc

Cat pic does not necessarily sell your product or

drive deep interaction

How to plan for all this activity…

1. Planning can be an involved process

2. 6-8 weeks for larger organisations

3. We’ll look at estimating time requirements

4. More info in our other workshops

So, vitally, you need to know how much time

this is all going to take….

You need the…

Tempero’s Social Media Insight

Engagement & Moderation time estimating tool thing.

orSMIEMTETT

(New name coming soon!)

UPDATE: This will be uploaded to our site in the very near future

It’s not rocket science

Dom Sparkes, CEO

dominic.sparkes@tempero.co.uk

@domsparkes & @temperoUK

0207 278 3222

If you’ve found this useful, please tweet

mentioning @temperouk. If you haven’t.

Don’t

Thank you and goodbye (for now)