Edelman's "SICC" (Social Intelligence Command Center)

SICCsocial intelligence command center LISTEN, ENGAGE, MEASURE, REPEAT !

“the controversy, stoked by heated commentson social media sites like Twitter, has turned offsome longtime supporters, resulting in reducedfund-raising at some affiliates.”

Volkswagen is an Edelman client

“Thats what gave the Red Cross access to those in the storms path,to dole out instantaneous advice and what they call digital hugs.”

DATA ANALYSIS INSIGHTS PLANNING & STRATEGY PROGRAM MEASUREMENTToday, an organization’s content and engagement tactics are only as good as theINSIGHTS, PLANNING & STRATEGY which inform it.Companies looking to be more effective in their communications and thebusiness value derived from them are looking hard at real time DATA. Logically,better Data on what people are interested will yield the right kind ofINTELLIGENCE which in turn informs the smartest decisions and ACTIONS.MEASURING results on an ongoing basis, will yield new DATA on what worked, ordidn’t, providing future INSIGHTS for PLANNING, STRATEGY & EXECUTION.

ESTABLISHED NICHE MEDIA OUTLETS MEDIA OUTLETS TRADITIONAL HYBRID (IE, MASHABLE) (IE, NEW YORK TIMES) YOUR ORGANIZATION’S SOCIAL NETWORKS DIGITAL PROPERTIES OWNED SOCIAL & PLATFORMS(IE, WEBSITES & MOBILE) (IE, TWITTER )

SICCsocial intelligence command center SICC SICC social intelligence command center social intelligence command center SICC social intelligence command center SICC SICC social intelligence command center social intelligence command center MEDIA SICC social intelligence command center SICC social intelligence command center SICC social intelligence command center Traditional Hybrid LISTEN Create Content (SICC) Create Content Owned Social NETWORKS MONITOR & PRODUCE PUBLISH AMPLIFY MEASURE (On-Location & SICC) Requires multi-disciplinary team construct (both Edelman and client) and inter-departmental internal collaboration

Program Management Listening Insights SEARCH SOCIALANALYSIS ANALYSIS(SEARCH DATA) (CONVERSATIONAL DATA) z CONTENT OPTIMIZATION WRITE, DESIGN, PRODUCE, SHOOT, MONITOR, & MODERATE OUTREACH, DISTRIBUTION & AMPLIFICATION Measurement & Analytics

CONCEIVE What idea drives the story? SICC social intelligence command center SICC social intelligence command center SICC social intelligence command center COMMUNICATE CREATEHow does content create Where can content the desired outcome? drive conversation?

•  REAL TIME ANALYTICS & TEAM BRIEFINGS Taxonomies customized and developed for activations shape listening and result in informed client and Edelman team briefings.•  CONTENT STRATEGY & DEVELOPMENT Data and analysis informs content strategy, creation, aggregation and trans media storytelling.

•  COMMUNITY MANAGEMENT Monitoring and coordination between client and Edelman community management teams informs engagement strategy and tactics.•  DATA DRIVEN INSIGHTS & ANALYSIS Detailed reports summarize trends, results and actions of activation while providing long term insights for future activations.

•  CRISIS MANAGEMENT Concentrated monitoring and rapid response protocol.•  EVENTS & CAMPAIGNS Planning and execution for short term activities including pre, during and post activation activities.•  TRAINING & CONSULTATION Training for staff and in-house resources which covers staffing, process design and technology integration.

•  DMI DAIRY EVENT •  GLOBAL ENTERTAINMENT TRAVEL BRAND “COMMAND CENTER” SICC used to coordinate client and Edelman teams while SICC used as template for in acting as centralized command house real time monitoring, and control coordinating response and engagement monitoring and content staffing and process. development.•  HILTON’S CONRAD •  EDELMAN FOOD “POP-UP CONCIERGE” “WEIGHT OF THE NATION” Monitoring and response Insights and analysis of weight combined with coordination of the nation documentary on between offsite Chicago and obesity custom tailored to the NY Teams. food industry.

SICCsocial intelligence command center SICC social intelligence command center SICC social intelligence command center Watch the video: http://youtu.be/554Bk9ef6vY

Engagement windowEngagement window

DMI is an Edelman client

David Armano Kirsten MillerDigital Innovation & Integration Digital StrategyDavid.Armano@Edelman.comKate Zimmer Aniz Ruda Digital AnalyticsDigital Strategy EDELMANDIGITAL.COM

social intelligence command center social intelligence command center LISTEN, ENGAGE, MEASURE, REPEAT ! SICC social intelligence command center

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Edelman's "SICC" (Social Intelligence Command Center)

by David Armano on Jul 27, 2012

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Edelman’s "SICC" (Social Intelligence Command Center) Presentation Transcript