Binhammer Social Business
Social Business & Communications Consulting
A Trip To Oz
Social Media
Command Centers
for PR
Bul...
A Twister
….More Like an
Avalanche
2
3
Listen, Learn, Engage & Act
2006: 4000 posts per day
2012: 25,000 post per day
Binhammer Social Business
Social Business & Communications Consulting
Off to the See the Wizard: Social Media
Command Cent...
Binhammer Social Business
Social Business & Communications Consulting
Behind The Curtain of Oz: A Strategy
Based on Dualit...
Getting to Oz and Seeing the Wizard:
Team Works Together
Lead and support broader
business adoption to embed
listening acr...
Binhammer Social Business
Social Business & Communications Consulting
Reporting Along The Way
The Good and the Bad of the
...
Binhammer Social Business
Social Business & Communications Consulting
The Meltdown: Hot Issues &Crisis
• **Tip: The dual s...
Binhammer Social Business
Social Business & Communications Consulting
Not in Kansas anymore: Search Terms –
The Yellow Bri...
Binhammer Social Business
Social Business & Communications Consulting
No Place Like Home, 3x: Listen,
Understand and Act
E...
Website & Blog: http://richardbinhammer.com
Twitter: https://twitter.com/RBinhammer
Linkedin: http://www.linkedin.com/in/r...
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A Trip to Oz: Social Media Command Centers

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Trip to Oz and the Yellow brick road for the strategy, staffing and depth of roles for social media command centers

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Transcript of "A Trip to Oz: Social Media Command Centers"

  1. 1. Binhammer Social Business Social Business & Communications Consulting A Trip To Oz Social Media Command Centers for PR Bulldog Reporter PR University July 25, 2013
  2. 2. A Twister ….More Like an Avalanche 2
  3. 3. 3 Listen, Learn, Engage & Act 2006: 4000 posts per day 2012: 25,000 post per day
  4. 4. Binhammer Social Business Social Business & Communications Consulting Off to the See the Wizard: Social Media Command Center Operations Critical component to find way through the noise • 300+ different search criteria – Topics/Geography – Volume and Sentiment – Share of voice • Monitoring: cycle through the profiles – eg: Negative sentiment -- industry issue or competitive opportunity – **Tip: Share of Voice because of news announcement? Positive PR Results • Internal visibility to size of conversation and real time • Software/Several Large Displays • Customize dashboard/visuals
  5. 5. Binhammer Social Business Social Business & Communications Consulting Behind The Curtain of Oz: A Strategy Based on Duality **Tip: The Command Center Can’t Do it All • Volume and speed of Web requires subject matter experts across businesses to be listening/engaging in relation to what is relevant to their job • Social media listening tools on the desk top where timely action can be taken relevant employees Operationalize at the “micro” level of business. Continuing to have “macro” perspective • Command Center has the “macro” view • broad business understanding & reporting of global social commentary • Crisis management and coordination across various lines of business • Brings meaning and integration across business functions
  6. 6. Getting to Oz and Seeing the Wizard: Team Works Together Lead and support broader business adoption to embed listening across business functions: • Standardization of Listening Tool • Training to support deployment across businesses and functions • Command Center team are subject matter experts on reporting, searches, best practices • Establish processes & procedures. • Coordination as needed.
  7. 7. Binhammer Social Business Social Business & Communications Consulting Reporting Along The Way The Good and the Bad of the Day/Week in Social Media • **Tip: Daily/weekly report of Top topics • levels of discussion for broader business awareness. • Internal email circulation • Call outs, customer voices and graphics
  8. 8. Binhammer Social Business Social Business & Communications Consulting The Meltdown: Hot Issues &Crisis • **Tip: The dual strategy ensures two sets of eyes and ears across large scale listening effort • Employee Training focuses on act in areas of your job responsibilities, otherwise get the issue to where it belongs Social Media Command Center central clearing house • Making sure the right people across businesses are aware • Acting or follow up before blow up • Alignment & coordination with related business functions so business speaks with 1 voice
  9. 9. Binhammer Social Business Social Business & Communications Consulting Not in Kansas anymore: Search Terms – The Yellow Brick Road of Listening 1. Your company 2. Your brands, products and services 3. Your competitors 4. Your “business segment” 5. **Tip: Your target customers or audiences: what are they talking about, generally and how do you relate to that 6. **Tip: Does your software allow “on the fly” searches when someone asks for a report 7. **Tip: Where in social are those conversations, is your business there? 8. **Tip: Visuals such as word cloud can be a great pointer for where attention needs to go
  10. 10. Binhammer Social Business Social Business & Communications Consulting No Place Like Home, 3x: Listen, Understand and Act Early Warning System/Crisis: • Identification of issues impacting customers; **Tips: Analytics: • Making sense of listening data to inform business beyond measuring reach, share of voice or sentiment. Identification of what matters to customers to inform business – process changes – pain points/idea generation – development of marketing positions or specific materials – content strategy – Where the customer conversations are and where you should be: Twitter, Blogs, Forums, etc – The opportunities of the positive – identify and involve fans
  11. 11. Website & Blog: http://richardbinhammer.com Twitter: https://twitter.com/RBinhammer Linkedin: http://www.linkedin.com/in/richardbinhammer Facebook: https://www.facebook.com/richardbinhammer Google+: https://plus.google.com/u/0/116628072848132602782/about Flickr: http://www.flickr.com/photos/richardbin/ Email: Rbinhammer@gmail.com Thank You Binhammer Social Business Social Business & Communications Consulting
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