Social Media Command Center

Social Media Command Center

What’s the point?

A look at the command center use cases

Engagement Opportunities

With expert setups, users can parse through large volumes of conversation to automatically or manually emphasize specific mentions, important authors or popular topics on the command center display.

A look at the command center use cases

Customer Service

Social media command centers can be instrumental in contextualizing, measuring, andtriaging complaints so that customer service teams can quickly and appropriately respondto large volumes of incoming complaints.

A look at the command center use cases

Crisis Management / PR

It is an invaluable tool for quickly identifying and appropriately responding to crises or other public relations issues. Live-streaming social content on a consumable display means that more employees can watch, pinpoint and handle public complaints before they become larger issues.

A look at the command center use cases

Real-time Marketing

Command centers are the ideal platform for relaying the progress of a campaign in real-time.It permits large groups to watch the public discourse around an event unfold and tomake sense of how online conversations are affecting campaigns

A look at the command center use cases

Regional Benchmarking

For brands, understanding the market landscape across regions informs marketing andsales teams and ensures that their efforts are aligned with the company’s regional goals.For businesses looking to expand to new territories, being able to identify and engage withinfluencers or advocates in target locations is crucial.

A look at the command center use cases

Competitive Benchmarking

The command center gives businesses an immediate and simple way to visualize howtheir brand stacks up against competitors and provides employees with a clearunderstanding of the market landscape.

A look at the command center use cases

Bringing company awareness to the business’s online presence

The command center is an excellent way to introduce social into the work environment.Considered an insight into the consumer pulse, social media displays provide employeeswith a link back to the ground where customers’ everyday thoughts and opinions aredriving businesses.

Social Media Command Center

What’s the right fit?

Things to consider before buying a command center

1. The analytics behind the screens

2. Customizable and flexiblei. Flexibility of data collection and segregationii. Flexibility of data visualizationiii. Flexibility of command center displays

3. Permission Management

4. Data integrations

5. Scalability

6. Customer service

RECOMMENDATIONS

Begin with a clear sense of focus, structure and leadership,physical/virtual layout,

and access to information.

RECOMMENDATIONS

Focus: Have clarity of purpose, set expectations, guard against scope creep!

Sponsorship: Establish sponsorship and stakeholders!

Access: Provide broad access of command center data!

Priorities: Prioritize insights; focus on data that can inform strategy!

Think Visual: Don’t underestimate the power of visuals!

Be Agile: Think big, and move fast!

Command Centers in Action:

Case Studies

THE BACKGROUND Gatorade is probably best known for splashy commercials featuring some of the world’s most famous athletes. However, a new effort behind the scenes of the PepsiCo-owned sports drink maker is putting social media quite literally at the center of the way Gatorade approaches marketing.

THE GOAL

Take the largest sports brand in the world and turn it into largest participatory brand in the world.

THE SOLUTION

Redefine the Target

• Original target focused on reaching more mass audiences A18-34 with a heavy focus towards the male demo

• Heavily reliant on TV to broadly cover audiences

• Focused target, concentrate marketing dollars behind • A18-24 Youth with sports & athletic drive• Teens (12+) with a focus on up & coming

athletes• Changing the target made a dramatic shift in their

advertising mix (combination of traditional & heavy use of social media)

MISSION CONTROL

1. Designed a “war room” to monitor, optimize & capture real time activity regarding relevant to the brand, competitors, athletes & sports related topics

2. Room contains 7 massive screens tracking data across all social media outlets

3. Leverages online conversations & allows Gatorade to react faster & more proactively

WIN IT FROM WITHIN: THE SERIES1. Online & social media chatter revealed key topics of interest amongst young athletes

2. Leveraging insights, launched the “Win From Within Campaign” preaching endurance, hard work and celebrating the athlete willing to sweat a littler more

Personal struggles & challenges

Overall JourneyWins & Losses

Inspirations & Inner Drive

Hard Work & Performance

• Spot features famous athletes seeking improvement

Mass Media• 6 page feature talking

about how the win comes from inside, not just the apparel & gear

• Brand channel featuring videos of high profile players talking about their drive, inspiration & perseverance

Social Media

• Ran contest encouraging young athletes to share, post, tweet their personal struggles/challenges & journeys

Online Media

THE BACKGROUND Though still considered be a young enterprise, the brand is valued at more than $6 billion, operates in 48 countries and is considered one of the fastest growing companies in history. This all couldn’t have happened overnight, right?

But it kind of did.

“With the acquisition of an international component a couple years ago, we went from being a North American startup to a global brand — in what could be seen as just a couple of hours,” said Paul Matson, Groupon’s head of content and social media.

THE PROBLEM

1. Groupon became a juggernaut practically overnight2. As the company grew, so did their social media needs – the complexity of the

organization compounded3. The time required to make social effective was more than what the sales reps

could allocate4. The company soon found it hard to manage all these conversations effectively -

there were close to 400 Twitter handles associated with Groupon at one point5. The system was fragmented – a mess!

THE SOLUTION

1. They re-evaluated and redefined their goals. 2. They hired a team of individuals solely dedicated to social. 3. They adopted “One Playbook,” to which all charged with the task of communicating on

behalf of Groupon would adhere, and4. Technology!

THE RESULT

THE TECHNOLOGY

Publishing Engagement Social CRM

Upload, draft, review, geo-target, schedule and tag content across all channels

Have a unified view of your customers across traditional and social channels, on a global scale

Take part in thousands of conversations on a daily basis. Monitor, engage and manage audiences across international social properties in real time. No conversation will be left behind

Reporting Governance Social Asset Management

Gain insights into what types of content — from promotions to interesting articles to customer service responses — perform best and create custom reports.

Store, manage, view and suggest content assets across your entire enterprise to ensure quality, consistency and collaboration.

Mitigate risks, prevent human errors and ensure that all users follow brand guidelines, even with regular internal changes

MasterCard Conversation SuiteDRIVING STRATEGY AND BRAND IDENTITY

STRATEGY

1. Focus on conversation monitoring, informing content strategy

2. Use Cases: customer care, marketing, risk management, HR/recruiting, others

STRUCTURE

1. 43 markets, 26 languages, insights from traditional & social media

2. 24/7 monitoring powered by PRIME Research

3. Reports to Worldwide Communications

BENEFITS

1. Education and organizational alignment

2. Technology cost savings3. Improved content

performance4. Decision making fueled by

data

WHAT’S NEXT

1. Connect social data with business data

2. Expand access to conversation suite data

CONTEXT IS KING

STRATEGY

1. Listening2. Engagement3. Publishing4. Analytics

STRUCTURE

1. 16 hours/day monitoring powered by Attensity, Hootsuite for publishing

2. Part of the 12-person Social Business Team; reports to Marketing

3. Five agents for social customer service

BENEFITS

1. Insights across the business

2. Consistency: a “single source of truth”

3. “Customer first” perspective

WHAT’S NEXT

1. Measure the impact of influence against specific KPIs

2. Better understand the correlation between changes that it’s made and the effect on the business as a whole

A NERVE CENTER FOR THE ENTERPRISE

STRATEGY

1. Early alert system for emerging issues

2. Routing and triage to stakeholders

3. Data analysis: trend data on a range of topics

STRUCTURE

1. 60 active users (dashboards and data)

2. Runs on Brandwatch

BENEFITS

1. Insight for senior leaders!2. Speed to market of

products and services!3. Improved customer

service

WHAT’S NEXT

1. Train team members to become brand advocates in compliance with regulatory requirements !

2. Continue building a real-time, relevant data source that enables employees to anticipate & address issues !

Thank you