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

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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  • 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. A Twister ….More Like an Avalanche 2
  • 3. 3 Listen, Learn, Engage & Act 2006: 4000 posts per day 2012: 25,000 post per day
  • 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. 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. 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. 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. 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. 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. 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. 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