Build a Social Media Command Centre       Derek Laney       Director Product Marketing          @derektweets
Become a Customer Company:Listen & Engage Everywhere
The Future of Marketing
Today’s CMO Media Mix (P-O-E-M)                     Paid                     Owned                      EarnedYesterday   ...
Lead time: <10 MinutesRetweets: 26,000 +Likes: 20,000+Total Potential Reach:31,215,426
customer companies usetechnology to connect withcustomers in entirely new ways
Command Centre - Heart of the Customer Company                        Today’s Learning Objectives, to Answer:             ...
A Command Centre is People, Process, TechnologyResource: 10 Examples
The Maturity Model Guides the Way                          Individual                          Team                       ...
The Maturity Model Guides the Way                          Listen                          Respond                        ...
Am I ready for this?
Prepare to Engage at Scale       Jeremiah Owyang, Altimeter: Prioritizing for Scale – #DF12
Compile Your Playbook                             • Business Objectives                             • Roles & Responsibili...
Live Command Centre Example
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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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  • 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/
  • Build a Social Media Command Centre

    1. 1. Build a Social Media Command Centre Derek Laney Director Product Marketing @derektweets
    2. 2. Become a Customer Company:Listen & Engage Everywhere
    3. 3. The Future of Marketing
    4. 4. Today’s CMO Media Mix (P-O-E-M) Paid Owned EarnedYesterday TV Ads Direct Mail Free InkToday Digital & Social Ads Content Conversations Brand & Community Stories Videos, Ebooks, Infographics User Generated
    5. 5. Lead time: <10 MinutesRetweets: 26,000 +Likes: 20,000+Total Potential Reach:31,215,426
    6. 6. customer companies usetechnology to connect withcustomers in entirely new ways
    7. 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 implementResource: 10 Examples
    8. 8. A Command Centre is People, Process, TechnologyResource: 10 Examples
    9. 9. The Maturity Model Guides the Way Individual Team Process OrganisationResource: Social Media Maturity Model
    10. 10. The Maturity Model Guides the Way Listen Respond Participate Engage and CreateResource: Social Media Maturity Model
    11. 11. Am I ready for this?
    12. 12. Prepare to Engage at Scale Jeremiah Owyang, Altimeter: Prioritizing for Scale – #DF12
    13. 13. Compile Your Playbook • Business Objectives • Roles & Responsibilities • The Plays • The Workflow • Escalation • ReportingResource: Build a Playbook
    14. 14. Live Command Centre Example
    15. 15. Thank You

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