2. #SocialCC
Michael Brito
SVP, Social Business Strategy
Edelman
@Britopian
Ashley Jane Brookes
Enterprise Customer Marketing Manager
HootSuite
@ashjbee
Presenters
5. #SocialCC
A Command Center is a physical space where companies
coordinate to listen and engage their market in social channels to
achieve business use cases in marketing engagement, customer
care, risk management, or operational efficiency of coordination and
contact center deflection.
Jeremiah Owyang
Altimeter Group
@jowyang
What is a Social Media Command Center?
@Britopian
6. #SocialCC
LISTEN ENGAGE COMMUNITY BRAND ADVOCACY
CONTENT INNOVATION DOCUMENT SUPPORT
Why a Social Business Command Center?
@Britopian
8. #SocialCC
The Oregon Ducks
command center
shares news and
content from outlets
including the
@GoDucks and
@QuackCave
Twitter accounts.
Command Centers in Action:
Oregon Ducks (QuackCave)
@Britopian
11. #SocialCC
The American Red
Cross Digital
Operations Center
is used to monitor
and respond to
70,000 disasters
every year and most
recently used their
command center to
monitor and respond
to victims of
Hurricane Sandy.
Command Centers in Action:
American Red Cross
@Britopian
12. #SocialCC
The Social Media
Listening Center
at Clemson
University is an
interdisciplinary
research lab and
teaching facility
that opened in
early 2012.
Command Centers in Action:
Clemson University
@Britopian
13. #SocialCC
HootSuite’s 2012
Election Tracker
provided live social
media metrics such
as the sentiment of
social
messaging, and the
Mentions and Likes
of both presidential
candidates.
Command Centers in Action:
Hootsuite Election Tracker
@Britopian
15. #SocialCC
STRATEGY DASHBOARD STAKEHOLDERS REQUIREMENTS
VIEW(S)
Brand, Competitive Integration With Other
Share of Voice, Sentiment CMO / C-Suite
Monitoring Brand Monitoring Software
Brand/Community Integration With Facebook
Competitive Analysis Engagement, Community Marketing, Analytics Insights, Competitive
Growth Integration, Historical Data
Workflows, Ticketing
Solving Customer Issues Brand & Product Mentions Customer Support
System,
Corporate
Negative Brand Mentions, Email Alerts, Escalation
Crisis Communications Communications & Crisis
Issues Monitoring Workflows
Teams
Community Engagement Integration With Facebook
Marketing, PR, Social
Community Management (Likes, Comments, Insights, Web Analytics,
Media, Customer Support
Shares, RTs), Web Traffic Escalation Workflows
Define Strategy, Goals & Objectives,
Technology Requirements
@Britopian
16. #SocialCC
PLATFORMS
Online Monitoring
Analytics Platform
Internal Collaboration
Community Platform Selection
Social CRM
PROCESS
Social Media Policies
Technology Integration
Customer Support & Sales Workflows
Measurement Framework & Rollout
Global & Enterprise Expansion
PEOPLE
Behavior Change
Cross Silo Collaboration
Executive Support & Participation
Organizational Models
Employee & Partner Participation
The 3 Pillars of Command Center Operations
Social Business Frameworks Requires Adaptation in People, Process & Technology
@Britopian
17. #SocialCC
INFORMATION
TECHNOLOGY
INFORMATION TECHNOLOGY
Technology deployment and
integration
DIGITAL MARKETING
Campaign reporting & measurement SOCIAL
MEDIA DIGITAL
MARKETING
CUSTOMER SUPPORT
Solving real-time customer service
issues CENTER OF
EXCELLENCE
ANALYTICS
Command Center set up, operations
SOCIAL MEDIA
Community management and advocate
ANALYTICS CUSTOMER
identification
SUPPORT
Building the Right Team to Manage Operations
Team Collaboration Is Fundamental To Success
@Britopian
18. #SocialCC
CONSUMER ENGAGEMENT
General community
management, influencer identification.
CUSTOMER SERVICE
Solving customer support issues quickly
and efficiently.
CRISIS COMMUNICATIONS
Identifying crisis communications and
issues before the escalate.
REAL TIME CONTENT
CREATION:
Create real time content based on what’s
happening NOW.
PRODUCT INNOVATION
Innovating products based on what the
community is saying
Sample Use Cases For Command Center Deployment
Team Collaboration Is Fundamental To Success
@Britopian
19. #SocialCC
MAJOR CRISIS OR CUSTOMER SUPPORT ISSUE
• Most comments and
questions can be resolved Potential Crisis Issues Customer Support Issues
through a manual ticketing
system Key sensitive topics Customer service complaints, major
Legal issues account issues (shipping, transaction)
• Private Messages will be used
Product recalls Fraud or financial complaints
to attain additional information
Employees ranting Angry customers posting
if needed
Flag to Social Media Team OR Customer Support
• Responses require direction
Potential Crisis Issues Customer Support Issues
from Social Media Team or
Customer Support Blogs/media mentioning brand Transaction requests
• Questions may require follow Mentions from influencers Dispute resolution
up with various product groups Mentions from company employees IT issues / website errors
Product enhancements and/or feedback General Customer Issues
Marketing program feedback
Community Manager to Post Responses
• Responses are Account management
operational and Positive brand experiences and praise
informative Career opportunities
• General community Company information
management Partner information
Innovation requests
Risk Assessment and Crisis Protocol
@Britopian
20. #SocialCC
CUSTOMER CUSTOMER AGENT
ESCALATE SUPPORT SUPPORT SOLVES
HIGH TO VIA AGENTS PROBLEM.
CUSTOMER PRIVATE CREATES CASE
SUPPORT MESSAGE
ASSESS RISK TICKET CLOSED
COMM
Daily NO MANAGER
Monitoring
MEDIUM FLAGS TO RESPONSE
and Customer CONTINUE NO ACTION
SUPPORT IS NEEDED
Engagement S TO
MONITOR
ADDS MONITORS
RESPONDS THEM TO A CONTINUE
AND
LOW TO INFLUENCE S TO
RETWEETS
CUSTOMER LIST ENGAGE
CONTENT
Customer Support & Risk Management Processes
An Example Of A Very Simple Community Manager Decision Tree
@Britopian
21. #SocialCC
Engage
Re-direct
Privately
NO NO
YES YES
Engage Converse
Compliment Assess Proceed Proceed Re-direct
in public? further?
YES NO
Community NO
Managers Expertise NO YES
Product Can CM Engage
with Assess
help? Privately
product? YES
Participant upset?
Monitor
Conversations !! Complaint !!
Is
Company Is topic Positive
Proceed engagement Proceed
sensitive? outcome?
NO positive? YES YES
Community NO NO
YES
Legitimate? Engage
?! Other issues !? Assess Proceed
Privately
YES
NO
Engage
Do not engage Re-direct (optional, but recommended)
Privately
LISTEN ASSESS ENGAGE REPEAT
Customer Support & Risk Management Processes
A Very Complex Decision Tree Customized For Different Team Members
@Britopian
27. #SocialCC
DIGITAL PROPERTIES ADVERTISING
WEBSITES BANNERS
CUSTOM BUILT PORTALS DISPLAY
INTERNAL/ENTERPRISE PAID
ENDORSEMENTS
OWNED PAID
media media
SOCIAL MEDIA PARTNERSHIPS
WEBSITES INFLUENCER NETWORKS
CUSTOM BUILT PORTALS BRANDED ENTERTAINMENT
INTERNAL/ENTERPRISE SOCIAL EARNED NICHE PLATFORMS
media media
A View of Transmedia Storytelling
@Britopian
35. #SocialCC
Enterprise Webinars
Thank You
Michael Brito Ashley Jane Brookes
SVP, Social Business Strategy Enterprise Customer Marketing Manager
Edelman HootSuite
@Britopian @ashjbee
Editor's Notes
AJB Intro: Hello everyone, thanks for joining us today for today’s webinar What Social Means to the Financial Services Industry, my name is Ashley Brookes and I’m with the HootSuite Enterprise team. I’m pleased to be here with Jason Maynard of Wells Fargo to talk about the changing role of social media for business, and how, in particular, the Financial Services Industry is adopting, adapting, reacting to it.
The North American Aerospace Defense Command (NORAD) is a bi-national United States and Canadian organization charged with the missions of aerospace warning and aerospace control for North America. Aerospace warning includes the monitoring of man-made objects in space, and the detection, validation, and warning of attack against North America whether by aircraft, missiles, or space vehicles, through mutual support arrangements with other commands. Aerospace control includes ensuring air sovereignty and air defense of the airspace of Canada and the United States.
On Tuesday, data flowing through the command center showed a variety of information about the conference, including that TVs topped trending products, with more than 31,000 mentions across social media and the web, followed by smartphones and apps. The top brands at CES by mention across 500 sources on social media and the web were Samsung, LG, Google, Sony and Apple.
The only thing I would add is that some command centers can be virtual.
Respond to and resolve issues/concerns quickly Understand the motivations for sharing experiences in order to identify opportunities to promote increased Document the demographics and psychographics of those looking to share information, idea, and experiences as they engage within online platforms Incorporate conversation details and findings into existing programs and engagement platforms for proactive outreach With this information, there is the opportunity to shift and leverage behaviors online to provide a personalized engagement experience
QuackCave serves as a hub for all of the athletic program's social communications. Staffers will distribute digital storytelling and promotional content through Twitter, Facebook, YouTube, Instagram and other networks. They'll also monitor fan conversation to answer question and interact with passionate followers. It’s currently manned during workday hours by a rotating cast of students and athletic department staff.
The SMLC is used to monitor Cisco related conversations, mentions, response times; as well get detailed data about influencers who talk or mention Cisco.
Manned by a staff of 50 social media experts from around Tampa Bay, the SMCC helped monitor and participate in conversations taking place on various social media platforms—namely Facebook and Twitter—using the hashtag #TampaBay.
A team of 23 Red Cross staffers and volunteers monitored more than 2.5 million #Sandy mentions, tagging 4,500 for on-the-ground follow-up.
Envisioned by CIO Jim Bottum, the Listening Center brings together faculty, staff, students and external partners to support undergraduate creative inquiry, faculty research, pedagogy, and outreach through social media listening.
2012 Election Tracker
Depending on your goals and objectives .. The strategy will be different
Space shuttle Endeavour lands in California
Here is an example of three brands, Volkswagen, Microsoft and Adobe ..
Deploying a command center should not be considered a small project. If done right, it can give you deeper insight into community engagement, solve customer problems, innovate the business and essentially give your brand a competitive edge. Business is changing fast, new leadership is cycled in and out, so it’s important to understand that each step will be different at each company. And, as you begin your deployment, Kaizen (Japanese for constant improvement) will be fundamental to the success.
Consultative ApproachInternal & External AuditsIdentify The Key Internal StakeholdersWhat Is The General Conversation Among Customers ExternallyAre there any existing reports that will give you an idea of sentimentInvestigate Current IT Platforms, Challenges, Security Risks, Contractual ObligationsUnderstand Current Business Challenges (Marketing, Operational, Competitive)Document Business GoalsUnderstand Ownership Of Key Roles & Responsibilities
Define Technology Vendor(s)Identify Taxonomy Of Brand, Industry And Competitive Terms For MonitoringEstablish Agreement On Measurement PlanCreate Processes For Internal Teams:- Training Protocols- Crisis Management & ResponseDefine New Roles & Responsibilities
Define the measurement frameworkGain buy in from all stakeholdersDetermine reporting frequency for stakeholdersShare Successes And Challenges Across The OrganizationValidate the financial investment
This is where you want to turn it on … Launch Command CenterEngage With The Community & Begin To Solve Customer ProblemsEscalate Conversations To Customer Support, Product Teams And Sales TeamsBegin To Document Any Challenges And Best Practices