Build a Social Media Command Centre
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Why build a command centre What is a command centre How to build a command centre
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Build a Social Media Command Centre
- 1. Build a Social Media Command Centre Derek Laney Director Product Marketing @derektweets
- 2. Become a Customer Company: Listen & Engage Everywhere
- 3. The Future of Marketing
- 4. Today’s CMO Media Mix (P-O-E-M) Paid Owned Earned Yesterday TV Ads Direct Mail Free Ink Today Digital & Social Ads Content Conversations Brand & Community Stories Videos, Ebooks, Infographics User Generated
- 5. Lead time: <10 Minutes Retweets: 26,000 + Likes: 20,000+ Total Potential Reach: 31,215,426
- 6. customer companies use technology to connect with customers in entirely new ways
- 7. Command Centre - Heart of the Customer Company Today’s Learning Objectives, to Answer: Why a command centre What is a command centre How do we implement Resource: 10 Examples
- 8. A Command Centre is People, Process, Technology Resource: 10 Examples
- 9. The Maturity Model Guides the Way Individual Team Process Organisation Resource: Social Media Maturity Model
- 10. The Maturity Model Guides the Way Listen Respond Participate Engage and Create Resource: Social Media Maturity Model
- 11. Am I ready for this?
- 12. Prepare to Engage at Scale Jeremiah Owyang, Altimeter: Prioritizing for Scale – #DF12
- 13. Compile Your Playbook • Business Objectives • Roles & Responsibilities • The Plays • The Workflow • Escalation • Reporting Resource: Build a Playbook
- 14. Live Command Centre Example
- 15. Thank You
Editor's Notes
- CF – This slide needs a lot of work – First visually – kill old new smo images on left – too busy. Just paid owned earned for tradiitonal that is on screen. And then build reveals all the additional items for the new cmo to wrestle with. Make this slide pop. Incorporate Marcel’s comments below.I think we need better images for the New – owned and earned. Websites for owned is really old still. Owned media is now all about content marketing, it is the feed, it is ebooks and videos. I think we should try to show an explosion of media now that is owned media. Maybe some combination of a FB feed, youtube video, etc. that are all owned channels.Same for earned. Earned is also exploding... Just having review/yelp is too narrow. Again maybe we show the logos of social networks there “t”, “f”, “g+”, youtube, maybe the “y” for yelp, etc., and show consumer generated stuff.
- Social Media Maturity Model: http://www.radian6.com/resources/library/follow-the-social-media-maturity-model-to-become-a-social-business/
- Individual – Chase Bank started this wayTeam – Broad Listening to the BrandProcess – Brand but also industry moves into the process centresOrganisation – Kraft / Mondelez uses social data in all parts of the organisationphoto credit: cc: http://www.flickr.com/photos/afagen/5133070639/ http://creativecommons.org/licenses/by-nc-sa/2.0/
- Individual – Chase Bank started this wayTeam – Broad Listening to the BrandProcess – Brand but also industry moves into the process centresOrganisation – Kraft / Mondelez uses social data in all parts of the organisationphoto credit: cc: http://www.flickr.com/photos/afagen/5133070639/ http://creativecommons.org/licenses/by-nc-sa/2.0/
- Build a Playbook: http://www.radian6.com/resources/library/social-media-playbook/