The Social Media Command Center: Case Studies, Use Cases, and Advice from Social Business Leaders
These slides are from a one-hour webinar with Altimeter analyst Susan Etlinger, in which she presents findings, case studies, and expert recommendations for evaluating, building or fine-tuning a Social Media Command Center. The webinar is based on her report, The Evolution of the Social Media Command Center.
Download the full report: http://www.altimetergroup.com/research/reports/evolution-of-the-enterprise-social-media-command-center
Watch the webinar: https://www.slideshare.net/Altimeter/webinar-evolution-of-the-social-media-command-center-etlinger
[Slides] Evolution of the Social Media Command Center by Susan Etlinger
1. 1!
Shiny Object or Digital Intelligence Hub?!
Evolution of the Social Media Command Center!
Susan Etlinger, Industry Analyst | @setlinger !
April 3, 2014!
#smcc!
7. 7!
“I think the day of the !
command center as it was
traditionally known is over.”!
!
Andrew Bowins!
SVP Worldwide Communications!
MasterCard!
!
8. 8!
Case Study: MasterCard “Conversation Suite” !
Strategy
• Focus on conversation
monitoring, informing content
strategy
• Use Cases: customer care,
marketing, risk management,
HR/recruiting, others
Structure
• 43 markets, 26 languages,
insights from traditional
&social media
• 24/7 monitoring powered by
PRIME Research
• Reports to Worldwide
Communications
#smcc!
9. 9!
Case Study: MasterCard “Conversation Suite” !
Benefits!
• Education and organizational
alignment
• Technology cost savings
• Improved content
performance
• Decision making fueled by
data
What’s Next
• Connect social data with
business data
• Expand access to
conversation suite data
11. 11!
“We’re making social another
input into the business so the
organization can think from the
customer first.”!
!
John Bodine!
Senior Manager, Social Content and Insights!
eBay, Inc.!
!
12. Case Study: eBay!
Strategy
• Listening
• Engagement
• Publishing
• Analytics
Structure
• 16 hours/day monitoring
powered by Attensity,
Hootsuite for publishing
• Part of the 12-person Social
Business Team; reports to
Marketing
• Five agents for social
customer service
13. Case Study: eBay!
Benefits!
• Insights across the business
• Consistency: a “single source
of truth”
• “Customer first” perspective
What’s Next
• Measure the impact of
influence against specific KPIs
• Better understand the
correlation between changes
that it’s made and the effect
on the business as a whole
15. 15!
“Build your command center !
like a business.”!
!
Renee Brown!
Senior Vice President & Director of Social Media!
Wells Fargo !
16. Strategy
• Early alert system for
emerging issues
• Routing and triage to
stakeholders
• Data analysis: trend data on a
range of topics
Structure
• 60 active users (dashboards
and data)
• Runs on Brandwatch
• Completion of physical build-
out anticipated by mid-2014
Case Study: Wells Fargo!
17. 17!
Case Study: Wells Fargo!
Benefits!
• Insight for senior leaders!
• Speed to market of products
and services!
• Improved customer service !
What’s Next!
• Train team members to
become brand advocates in
compliance with regulatory
requirements !
• Continue building a real-time,
relevant data source that
enables employees to
anticipate & address issues !
18. 18!
Challenges of the Command Center!
Command centers — whether they are used for social data only !
or extended to other data types — raise critical issues for
organizations that deploy them.!
19. 19!
The future of the command center depends
on the ability of technology to …!
· Reduce the complexity of social data
(automated categorization)!
· Extract meaning from it at scale (analysis).!
· Route it properly, and maintain an audit trail
(governance)!
· View it in context of CRM and other enterprise
data sets (integration)!
· Facilitate programmatic and relevant content
delivery (publishing)!
20. 20!
Most importantly, the future
of the command center lies
in its ability to scale with the
demands of the business. !
21. 21!
Recommendations!
Begin with a clear sense of focus, structure and leadership,
physical/virtual layout, and access to information.!
22. 22!
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!
25. 25!
Thank You!
Susan Etlinger!
susan@altimetergroup.com!
susanetlinger.com!
@setlinger!
!
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