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Social Media Command Center - What's the Point?

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All brands today need a social media command center. This deck talks about the use cases of social media command centers - the What of it and also covers a few of the successful ones with brief case studies.

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Social Media Command Center - What's the Point?

  1. 1. Social Media Command Center
  2. 2. Social Media Command Center What’s the point?
  3. 3. 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.
  4. 4. A look at the command center use cases Customer Service Social media command centers can be instrumental in contextualizing, measuring, and triaging complaints so that customer service teams can quickly and appropriately respond to large volumes of incoming complaints.
  5. 5. 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.
  6. 6. 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 to make sense of how online conversations are affecting campaigns
  7. 7. A look at the command center use cases Regional Benchmarking For brands, understanding the market landscape across regions informs marketing and sales 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 with influencers or advocates in target locations is crucial.
  8. 8. A look at the command center use cases Competitive Benchmarking The command center gives businesses an immediate and simple way to visualize how their brand stacks up against competitors and provides employees with a clear understanding of the market landscape.
  9. 9. 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 employees with a link back to the ground where customers’ everyday thoughts and opinions are driving businesses.
  10. 10. Social Media Command Center What’s the right fit?
  11. 11. Things to consider before buying a command center 1. The analytics behind the screens 2. Customizable and flexible i. Flexibility of data collection and segregation ii. Flexibility of data visualization iii. Flexibility of command center displays 3. Permission Management 4. Data integrations 5. Scalability 6. Customer service
  12. 12. RECOMMENDATIONS Begin with a clear sense of focus, structure and leadership, physical/virtual layout, and access to information.
  13. 13. 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!
  14. 14. Command Centers in Action: Case Studies
  15. 15. 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.
  16. 16. 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)
  17. 17. 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
  18. 18. WIN IT FROM WITHIN: THE SERIES 1. 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 Journey Wins & 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
  19. 19. 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.
  20. 20. THE PROBLEM 1. Groupon became a juggernaut practically overnight 2. As the company grew, so did their social media needs – the complexity of the organization compounded 3. The time required to make social effective was more than what the sales reps could allocate 4. The company soon found it hard to manage all these conversations effectively - there were close to 400 Twitter handles associated with Groupon at one point 5. The system was fragmented – a mess!
  21. 21. 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, and 4. Technology! THE RESULT
  22. 22. 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
  23. 23. MasterCard Conversation Suite DRIVING STRATEGY AND BRAND IDENTITY
  24. 24. 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
  25. 25. BENEFITS 1. Education and organizational alignment 2. Technology cost savings 3. Improved content performance 4. Decision making fueled by data WHAT’S NEXT 1. Connect social data with business data 2. Expand access to conversation suite data
  27. 27. STRATEGY 1. Listening 2. Engagement 3. Publishing 4. 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
  28. 28. 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
  30. 30. 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
  31. 31. 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 !
  32. 32. Thank you