9. Defining
Paid,
Owned,
Earned
HOW
IT
WORKS
IN
SOCIAL?
PAID
media
grows
owned
media
channels
OWNED
media
channels
facilitate
interacBon
through
content,
resulBng
in
earned
media
EARNED
media
carries
a
more
credible
brand
message
far
further
than
either
Paid
or
Owned
could
ever
do.
76. Key
contact
#1
Name
Mike
Watkins
Role
Brand
Manager
Contact
mike@mkl77.com
Key
contact
#2
Name
Mike
Watkins
Mike
Watkins
Mike
Watkins
Contact
mleew77@gmail.com
mike@mudomedia.com.au
mike@mkl77.com
Emergency
Name
PR
Team
Steve
Jacks
Steve.jacks@gmail.com
Key
contact
#2
Name
Marie
Peters
Anna
Vuong
Gloria
Young
Contact
Marie.peters@kellogg.com
Anna.vuong@kellogg.com
gloria.young@kellogg.com
Emergency
Name
PR
Team
Gareth
Lucs
Gareth.lucs@kellogg.com
Key
contact
#1
Name
Nign
Vig
Role
Reputagon
Manager
Contact
NiBn.vig@kellogg.com
Key
contact
#2
Name
Marie
Peters
Anna
Vuong
Gloria
Young
Contact
Marie.peters@kellogg.com
Anna.vuong@kellogg.com
gloria.young@kellogg.com
Emergency
Name
PR
Team
Gareth
Lucs
Gareth.lucs@kellogg.com
Key
contact
#1
Name
Nign
Vig
Role
Reputagon
Manager
Contact
NiBn.vig@kellogg.com
Key
contact
#2
Name
Marie
Peters
Anna
Vuong
Gloria
Young
Contact
Marie.peters@kellogg.com
Anna.vuong@kellogg.com
gloria.young@kellogg.com
Emergency
Name
PR
Team
Gareth
Lucs
Gareth.lucs@kellogg.com
Key
contact
#1
Name
Gloria
Young
Role
Brand
Manager
Contact
gloria.young@kellogg.com
Key
contact
#2
Name
Marie
Peters
Anna
Vuong
Nign
Vig
Contact
Marie.peters@kellogg.com
Anna.vuong@kellogg.com
NiBn.vig@kellogg.com
Emergency
Name
PR
Team
Gareth
Lucs
Gareth.lucs@kellogg.com
Key
contact
#1
Name
Nign
Vig
Role
Reputagon
Manager
Contact
NiBn.vig@kellogg.com
Key
contact
#2
Name
Marie
Peters
Anna
Vuong
Gloria
Young
Contact
Marie.peters@kellogg.com
Anna.vuong@kellogg.com
gloria.young@kellogg.com
Emergency
Name
PR
Team
Gareth
Lucs
Gareth.lucs@kellogg.com
Brand
&
Misc
Pricing
NutriBon
Quality
Campaigns
DistribuBon
Moderation Frameworks – Key Stakeholder Structure
Key
contact
#1
Name
Mike
Watkins
Role
Brand
Manager
Contact
mike@mkl77.com
Key
contact
#1
Name
Mike
Watkins
Role
Brand
Manager
Contact
mike@mkl77.com
Key
contact
#1
Name
Mike
Watkins
Role
Brand
Manager
Contact
mike@mkl77.com
Key
contact
#1
Name
Mike
Watkins
Role
Brand
Manager
Contact
mike@mkl77.com
Key
contact
#1
Name
Mike
Watkins
Role
Brand
Manager
Contact
mike@mkl77.com
Key
contact
#2
Name
Mike
Watkins
Mike
Watkins
Mike
Watkins
Contact
mleew77@gmail.com
mike@mudomedia.com.au
mike@mkl77.com
Key
contact
#2
Name
Mike
Watkins
Mike
Watkins
Mike
Watkins
Contact
mleew77@gmail.com
mike@mudomedia.com.au
mike@mkl77.com
Key
contact
#2
Name
Mike
Watkins
Mike
Watkins
Mike
Watkins
Contact
mleew77@gmail.com
mike@mudomedia.com.au
mike@mkl77.com
Key
contact
#2
Name
Mike
Watkins
Mike
Watkins
Mike
Watkins
Contact
mleew77@gmail.com
mike@mudomedia.com.au
mike@mkl77.com
Key
contact
#2
Name
Mike
Watkins
Mike
Watkins
Mike
Watkins
Contact
mleew77@gmail.com
mike@mudomedia.com.au
mike@mkl77.com
Emergency
Name
PR
Team
Steve
Jacks
Steve.jacks@gmail.com
Emergency
Name
PR
Team
Steve
Jacks
Steve.jacks@gmail.com
Emergency
Name
PR
Team
Steve
Jacks
Steve.jacks@gmail.com
Emergency
Name
PR
Team
Steve
Jacks
Steve.jacks@gmail.com
Emergency
Name
PR
Team
Steve
Jacks
Steve.jacks@gmail.com
77.
Key
contact
#1
Name
Mike
Watkins
Role
Digital
Operagons
Manager
Contact
Mike.Watkins@gmail.com
PR
Team
Garth
Jones
Contact
Garth.Jones.@gmail.com
Key
contact
#1
Back-‐up
Name
Steve
Watkins
Role
Media
&
Digital
Manager
Contact
Steve
Watkins@gmail.com
A_er
assessing
the
situaBon,
contact
the
following
based
on
necessity
Brand,
Campaigns
&
Misc
Key
contact
#2
Name
John
DV
Role
Brand
Manager
Contact
jd@gmail.com
Pricing,
NutriBon,
Quality
&
DistribuBon
Key
contact
#2
Name
John
DV
Role
Reputagon
Manager
Contact
jd@gmail.com
Moderation Frameworks – Key Stakeholder Emergency
78. 1.
ASSESS
TYPE
OF
COMMENT
3.
PROCESS
&
RESPONSIBILITIES
4.
RESPOND
TO
COMMENT
Posigve
Quesgon
Is
it
a
genuine
enquiry?
Suggesgon
Is
it
offering
construcBve
advice?
Complaint
Is
it
from
a
negaBve
customer
experience?
Misguided
Are
there
erroneous
facts?
Rager
Is
this
a
rant,
joke
or
saBrical
comment?
Spam
Is
it
off
topic?
Or
contain
unrelated
links?
Troll
Does
it
degrade
others?
Or
contain
a
blacklisted
word?
CM
to
archive
and
remove
E.g.
“I’m
so
nuts
for
Crunchy
Nut.”
E.g.
“What’s
the
difference
between
Crunchy
Nut
and
Coles
Honey
Crunch?”
E.g.
“Did
someone
say…Chocolate
Crunchy
Nut?!”
E.g.
“Just
tried
Crunchy
Nut.
Sooooo
over-‐
rated!”
E.g.
“Crunchy
Nut
is
made
in
a
sweatshop
in
Laos.”
E.g.
“Look
at
these
people
–
I
can
understand
why
they
eat
Crunchy
Nut.”
E.g.
“Enlarge
your
penis
in
3
easy
steps
–
click
here.”
E.g.
“I
bet
Charlie
Sheen
eats
this
stuff
–
he’s
fucking
insane!”
Remove
post
Listen
&
monitor,
then
resolve
if
problem
escalates
Respond
with
correct
facts
Resolve
the
quesBon/issue
within
the
channel
or
ask
for
contact
details
Ignore,
thank,
agree
and/or
add
to
comment
CM
to
alert
Kellogg’s
and
monitor
for
future
comments
CM
to
consult
Crunchy
Nut
Brand
FAQs
or
Crunchy
Nut
Brand
Contact
for
resoluBon
CM
to
manage
E.g.
“Woah
that’s
the
nunest
idea
I’ve
heard
all
day.
To
the
Crunchy
Nut
laboratory!”
E.g.
“Hey
George.
Crunchy
nut
is
actually
made
in
.”
E.g.
“Thanks,
Deb.
We
do
make
Nutri-‐Grain
bars
which
you
can
find
in
the
snack
bar
aisle.”
Wait
for
community
members
to
intervene
before
resolving.
If
comments
persist,
explain
the
breach
of
community
rules.
Brand
&
Misc
Pricing
NutriBon
Quality
Campaigns
DistribuBon
Public
Response
-‐
Customer
to
be
told
they
will
receive
a
Direct
Message
regarding
their
inquiry.
Private
Response
–
Customer
service
to
respond
to
fan
via
Direct
Message
through
a
designated
company
facebook
profile
Medical
Emergency
Primary Moderation Framework
86. Sentiment Analysis
For small comment threads, individually rate each
comment positive, negative or neutral.
For larger comment threads, take a sample size of
50 comments and rate each positive, negative or
neutral to get an aggregate.
Always provide a 1-2 line synopsis of the overall
sentiment gained from the thread.
89. Insights backend – Users
Active Users – Daily Active Users
Daily Active user breakdown – Post Viewers
New likes - Source
Demographics – Towns and Cities
Activity – Tab views and External referrers
Media Consumption – Photo Views
97. Reporting – Daily
Screenshot of update
Screenshot of Engagement
Consumer Sentiment
Consumer insight Synopsis
Comments
Or
Questions
Consumer insight Synopsis
98. Reporting – Weekly
WAU, Total Brand Impressions
Average feedback
Fan growth
Core growth metrics
In depth synopsis of
weekly page activity
99. Digital
–
Thought
“I
think
that
over
the
next
5
years,
most
industries
are
going
to
get
rethought
to
be
social
and
designed
around
people.”
Mark
Zuckerberg
facebook
founder
May
2011
