Webinar: The transformation of enterprise social media command centers
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Ever since the first social command centers started appearing several years ago, they have attracted much attention and also some skepticism. What are social command centers for? Who's using them, and how? Do they add any business value, or is this just a vanity product? In these webinar slides you'll discover: What are command centers and how have they evolved? How are innovative brands using them and adding business value? The future of social command centers Considerations and best practices for setting up a command center
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Webinar: The transformation of enterprise social media command centers
- 1. 1 #brandwatchtips Webinar/ The Transformation of Enterprise Social Media Command Centers Adam Bambrough VP, Client Services, North America adamb@brandwatch.com | @SpecialAd
- 2. 2 #brandwatchtips © 2014 Brandwatch.com Coming Up • The evolution of social media command centers • Organizing for social across the enterprise • Building the social platform
- 3. 3 #brandwatchtips © 2014 Brandwatch.com Don’t be shy/ We’d love your participation • Ask questions in the session chat • Tweet about our discussion @brandwatch #brandwatchtips A copy of this presentation and a recording of this webinar will be made available after the webinar
- 4. 4 #brandwatchtips © 2014 Brandwatch.com The evolution of the social media command center
- 9. 9 #brandwatchtips © 2014 Brandwatch.com Checklist time: 1. Do we have many screens? 2. Do we have people looking serious? 3. Do we have mood lighting?
- 11. 11 #brandwatchtips © 2014 Brandwatch.com So…is this a command center?
- 12. 12 #brandwatchtips © 2014 Brandwatch.com How about this?
- 14. 14 #brandwatchtips © 2014 Brandwatch.com Checklist time: 1. Do we have many screens? 2. Do we have people looking serious? 3. Do we have mood lighting? Bonus points: 1. Are we wearing uniforms? 2. Are we in an underground bunker?
- 15. 15 #brandwatchtips © 2014 Brandwatch.com Why use a social media command center?
- 19. 19 #brandwatchtips © 2014 Brandwatch.com Real-time marketing Oreo Cookie @Oreo 15, 881 RETWEETS 5, 975 FAVORITES Power out? No Problem.
- 20. 20 #brandwatchtips © 2014 Brandwatch.com Using social data across the enterprise
- 21. 21 #brandwatchtips © 2014 Brandwatch.com Social across the enterprise Product Development Operations & Distribution Sales & Marketing Business Support Customer Service • Customer insights • Consumer insights • Review data • Demand forecasting • Social selling • Consumer insights • Marketing campaigns • Reputation management • Social customer care (engage) • Customer care insights • Recruitment • Employee issues
- 22. 22 #brandwatchtips © 2014 Brandwatch.com Organizing for social across the enterprise for Source: Susan Etlinger, Altimeter Group – Shiny Object or Digital Intelligence Hub? Evolution of the Enterprise Social Media Command Center
- 23. 23 #brandwatchtips © 2014 Brandwatch.com Organizing for social across the enterprise 2012 9.4% 29.1% 35.4% 23.6% 2.4% 2010 10.8% 28.8% 41% 18% 1.4% Decentralized No one department manages or coordinates; Efforts bubble up from the edges of the company Centralized One department (like Corp Communications) manages all social activities Hub and Spoke A cross-functional team sits in a centralized position and helps various nodes such as business units Multiple Hub and Spoke (“Dandelion”) Similar to Hub and Spoke but applicable to multinational companies where “companies” within companies” act nearly autonomously from each other under a common brand Holistic Everyone in the company uses social media safely and consistently across all organizations Source: Altimeter – The State of Social Business 2013
- 24. 24 #brandwatchtips © 2014 Brandwatch.com Building the social platform
- 25. 25 #brandwatchtips © 2014 Brandwatch.com Social business/ The stack • Location • Design and Fabrication • Furniture • Insurance Physical Space
- 26. 26 #brandwatchtips © 2014 Brandwatch.com Social business/ The stack • Command Center PCs • Displays & Display controls • Tablets • Kiosks Physical Space Hardware
- 27. 27 #brandwatchtips © 2014 Brandwatch.com Social business/ The stack • Data • Analytics • Visualization • Engagement Physical Space Hardware Operating System
- 28. 28 #brandwatchtips © 2014 Brandwatch.com Social business/ The stack • Configuration • Implementation • Strategy • Development& Integration • Reporting • Training • Agency partners Physical Space Hardware Operating System Services
- 29. 29 #brandwatchtips © 2014 Brandwatch.com The social operating system
- 30. 30 #brandwatchtips © 2014 Brandwatch.com Command centers
- 31. 31 #brandwatchtips © 2014 Brandwatch.com Command centers
- 32. 32 #brandwatchtips © 2014 Brandwatch.com Command centers
- 33. 33 #brandwatchtips © 2014 Brandwatch.com Command centers
- 35. 35 #brandwatchtips © 2014 Brandwatch.com Takeaways & extra bites • Define the role of your CC (e.g., always on, campaign, etc.) • Plan your layout and access. Is your CC physical or virtual? (Keep in mind that physically, it will be a hub for people to come together and be interested.) • Define the organizational structure. (People, processes, etc.) Are you ready? • Establish sponsorship (C-Suite) and stakeholders. • What technologies do you have/need? • Is your CC agile? (Can it scale and pivot both now and in the future – including moving beyond social data?)
- 38. 38 #brandwatchtips © 2014 Brandwatch.com Find more content here: brandwatch.com/blog contact@brandwatch.com facebook.com/brandwatch @brandwatch plus.google.com/+brandwatch1
Editor's Notes
- Worked on our largest clients
- Q&A at the end
- Gatorade 2010
- Dell 2010
- American Red Cross – upping the stakes! (2012)
- MindShare – The Loop for jaguar superbowl 2014
- Do we have many screens? Do we have people looking serious? Do we have mood lighting?
- Do we have many screens? Do we have people looking serious? Do we have mood lighting?
- Do we have many screens? Do we have people looking serious? Do we have mood lighting? Minority report
- Facebook world network 2013 500 m tweets sent per day Facebook over a billion total active users (active within 30 days) Social Economy Recent McKinsey report: potential economic impact across 4 industries of consumer packaged goods, retail financial services, advanced manufacturing, and professional services could potentially contribute $900 billion to $1.3 trillion in annual value across the four sectors.
- Account hack, to accidental p0r posting.
- PR director – Justine sacco – offensive tweet including AIDS & Africa & race Flight to south africa. End of last year
- Superbowl 2013. No ad spend. Quick eyes, minds & design
- Lets focus on the data
- Product Development * 75% of US CPG product launches fail - only 3% go on to become blockbusters * CPGs spend 1 - 2% of revenues on consumer insights, costs can be reduced through social * Review data: not only do reviews help drive transactions, product reviews help drive immediate product feedback
- Credit altimeter group study Move from external focus through some internal elements some social acknowledgement & internal elements – display & knowledge centers 3 – fully integrated (more Business intelligence)
- Credit altimeter state of social business 2013 Biggest changes in Hub & spoke & multiple hub & spoke, which refelect the stage 2 & 3.
- Lets take a look at the elements of a ‘platform’
- Does it need to be physical? Will it form a hub where meetings etc take place? Today, tomorrow?
- How, who when & where - consume
- We’ll dive more into this later
- C-suite – Stakeholder. Strategy – this WILL change with business units, product lines,
- Lets dive into this layer
- One source of truth
- Feed back to measure impact
- Who, where – need to speak in visual terms that reflect real time without heavy text annotation
- Big screen, small screen,