0
1!
Shiny Object or Digital Intelligence Hub?!
Evolution of the Social Media Command Center!
Susan Etlinger, Industry Analy...
2!
What problems, REALLY, does a !
social media command center solve?!
#smcc!
3!
Three Stages of Social Business Evolution!
4!
Use Cases for Social Media Command Centers!
5!
Three case studies,
three views of the
value of the social
media command
center!
#smcc!
6!
Case Study: MasterCard!
Driving strategy and brand identity!
!
7!
“I think the day of the !
command center as it was
traditionally known is over.”!
!
Andrew Bowins!
SVP Worldwide Commun...
8!
Case Study: MasterCard “Conversation Suite” !
Strategy
•  Focus on conversation
monitoring, informing content
strategy
...
9!
Case Study: MasterCard “Conversation Suite” !
Benefits!
•  Education and organizational
alignment
•  Technology cost sav...
10!
Case Study: eBay!
Context is king!
!
11!
“We’re making social another
input into the business so the
organization can think from the
customer first.”!
!
John Bo...
Case Study: eBay!
Strategy
•  Listening
•  Engagement
•  Publishing
•  Analytics
Structure
•  16 hours/day monitoring
powe...
Case Study: eBay!
Benefits!
•  Insights across the business
•  Consistency: a “single source
of truth”
•  “Customer first” ...
14!
Case Study: Wells Fargo!
A nerve center for the enterprise!
!
15!
“Build your command center !
like a business.”!
!
Renee Brown!
Senior Vice President & Director of Social Media!
Wells...
Strategy
•  Early alert system for
emerging issues
•  Routing and triage to
stakeholders
•  Data analysis: trend data on a...
17!
Case Study: Wells Fargo!
Benefits!
• Insight for senior leaders!
• Speed to market of products
and services!
• Improved...
18!
Challenges of the Command Center!
Command centers — whether they are used for social data only !
or extended to other ...
19!
The future of the command center depends
on the ability of technology to …!
·  Reduce the complexity of social data
(a...
20!
Most importantly, the future
of the command center lies
in its ability to scale with the
demands of the business. !
21!
Recommendations!
Begin with a clear sense of focus, structure and leadership,
physical/virtual layout, and access to i...
22!
Recommendations!
·  Focus: Have clarity of purpose, set expectations, guard
against scope creep!
·  Sponsorship: Estab...
23!
Think beyond social.!
!
24!
Additional Resources!
New Service Offering:!
Social Data Intelligence Roadmap!
Report: !
Social Media Command Centers!...
25!
Thank You!
Susan Etlinger!
susan@altimetergroup.com!
susanetlinger.com!
@setlinger!
!
Disclaimer: Although the informa...
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[Slides] Evolution of the Social Media Command Center by Susan Etlinger

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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

Published in: Social Media, Technology, Business

Transcript of "[Slides] Evolution of the Social Media Command Center by Susan Etlinger"

  1. 1. 1! Shiny Object or Digital Intelligence Hub?! Evolution of the Social Media Command Center! Susan Etlinger, Industry Analyst | @setlinger ! April 3, 2014! #smcc!
  2. 2. 2! What problems, REALLY, does a ! social media command center solve?! #smcc!
  3. 3. 3! Three Stages of Social Business Evolution!
  4. 4. 4! Use Cases for Social Media Command Centers!
  5. 5. 5! Three case studies, three views of the value of the social media command center! #smcc!
  6. 6. 6! Case Study: MasterCard! Driving strategy and brand identity! !
  7. 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. 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. 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
  10. 10. 10! Case Study: eBay! Context is king! !
  11. 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. 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. 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
  14. 14. 14! Case Study: Wells Fargo! A nerve center for the enterprise! !
  15. 15. 15! “Build your command center ! like a business.”! ! Renee Brown! Senior Vice President & Director of Social Media! Wells Fargo !
  16. 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. 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. 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. 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. 20! Most importantly, the future of the command center lies in its ability to scale with the demands of the business. !
  21. 21. 21! Recommendations! Begin with a clear sense of focus, structure and leadership, physical/virtual layout, and access to information.!
  22. 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!
  23. 23. 23! Think beyond social.! !
  24. 24. 24! Additional Resources! New Service Offering:! Social Data Intelligence Roadmap! Report: ! Social Media Command Centers! http://goo.gl/4YX9q8!
  25. 25. 25! Thank You! Susan Etlinger! susan@altimetergroup.com! susanetlinger.com! @setlinger! ! Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.! ! Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models. !
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