Photo: LiveWorld CEO, Peter Friedman
Our NYC Opening Party Supporting Sponsor and Event Host, we sat down with LiveWorld to talk all things social media. A user content management company, LiveWorld is a trusted partner to the world’s largest brands, including the number-one companies in retail, CPG, pharmaceutical, and financial/travel services.
1. What is LiveWorld’s greatest success with social media to date?
LiveWorld has hundreds of success stories from our stellar roster of Fortune 500 clients. To name just one story is tough, but to highlight our capabilities: we brought a Fortune 10 brand from an initial social media presence to being the #1 most engaged brand on Facebook worldwide, #1 brand for fans in the US and #1 share of Twitter voice in its category. We achieved this by deploying our proprietary user content management technology and working closely with the client on social strategy, insight analysis, engagement content and moderation.
2. What do you think is the most exciting thing happening in the emerging technology and/or new media space right now, as it relates to the health and pharmaceutical sector?
Healthcare is undergoing significant change in this country. Everyone is feeling it, and consumers have more questions regarding their healthcare and an increasing need for emotional and content support from other consumers and brands. Healthcare and Pharma have an unprecedented opportunity to become trusted sources of information and support for consumers, but are constantly caught battling legal and regulatory stipulations that hinder their ability to engage in social media. At LiveWorld, working these issues is our core strength. Our solution ensures regulatory and legal considerations are met through careful content monitoring, moderation, engagement, and crisis management protocols.
3. Tell us about your goals for SMW? What do you hope attendees will take away from your installation and reception?
All brands, including those in healthcare, must be actively engaged in social media across all of their strategically important markets. This worldwide and highly targeted approach to social media can seem complicated and intimidating to many brands that lack the internal resources or knowledge to implement such a program.
Our goal is to impress upon our attendees the importance of a comprehensive social media strategy, integrated implementation approach, and keeping the human element at the forefront.
LiveWorld’s brand clients go beyond just being on social media – they achieve something. The programs we develop with our clients are world class. They protect the brand, obtain actionable insights, and true engagement.
4. What is the most creative way you’ve seen social media used? (This could be a meme, campaign, installation, etc.)
We highly recommend the Walmart Elves Twitter Program and Sprint/Unilever Suave Shampoo In the Motherhood Program. Through creating a dialogue and relationship with consumers, both social media programs have had a transformative power to positively affect the consumer experience and brand loyalty.
5. This year, our global theme is “Open & Connected: Principles for a Collaborative World.” How does LiveWorld support this idea overall?
“Open & Connected” is what we at LiveWorld have been evangelizing for over 28 years. User content moderation and true engagement is a challenging element of social media for many large brands, and we work hard to make sure that everyone’s voice is being heard. Sometimes, however, we encounter harassment, spam and other comments that do not contribute to the conversation. In fact, they detract from it. This is where LiveWorld steps in so that our clients’ fans have a safe and respectful atmosphere in which to interact.
We like to think of social media as the brand’s big, online party. You want to create an engaging memorable party that your customers will recommend and want to come back to. We always ask our clients to consider questions like: “What kind of party are you throwing?”, “Who is invited?”, “What is the topic of conversation?”, “How will your customers experience your brand, when the primary method is through conversations with other customers?”.
Social media is all about human beings connecting, dialoguing, and building relationships. Our approach from strategy, to moderation, to engagement, to actionable insight, keeps that human element at the forefront. If social media is a brand’s party, consider LiveWorld a brand’s party planner who brings the bouncers, ushers and DJ, all to create the best customer experience.
LiveWorld partners with Fortune 500 brands to develop social media strategies user content moderation, engagement, and insight that span across 70 different country-language combinations, over 4,000 social media properties and over 1 million pieces of user content/month. We leverage our backend social content management system technology for scale, quality, and flexibility.
Every piece of user content is seen by a real, human LiveWorld moderator. We create true relationships and understanding among consumers and with the brand.
Make sure you check out Liveworld during SMW NYC when they join up with Pfizer to talk How to Improve Social Media Engagement in Regulated Industries and Consumer Sensitive Markets. It’s bound to be a day full of knowledge and information.