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Why the RNC
            Social Media Command Center
                    Was Successful
               and How to Create One

Eric Melin
Manager Marketing & Communications
@Spiral16
Why Create a Social Media Command Center?
 There is simply
 nothing better
 for event
 marketing.

 A pic of the action at
 #TampaBay's Social Media
 Command Center, the first
 of it's kind for a nat'l
 political convention —
 @Tampa_Chamber
A Social Media Command Center
…allows you to
create conversation
and engagement
with attendees and
locals.
A Social Media Command Center
…allows you to offer
helpful advice to
create a better
overall event
experience
A Social Media Command Center
A Social Media Command Center
…allows you
to direct
web traffic
to approved
event assets
and spread
links across
the web
A Social Media Command Center
…allows you
to generate
enormous
mainstream
and online
press
coverage
A Social Media Command Center
…allows you to measure the digital and social
impact of event
A Social Media Command Center
…allows you to create/strengthen partnerships within
the community
A Social Media Command Center
…allows you to turn
visitors into brand
advocates
A Social Media Command Center
…allows you to
boost the
economy
A Social Media Command Center
… and allows you to position the event/organizers as
forward-thinking leaders.
A Social Media Command Center
… and allows you to position the event/organizers as
forward-thinking leaders.
#TampaBay SMCC
With a
tropical
storm
approaching…
#TampaBay SMCC
and political
negativity
swirling,
#TampaBay SMCC
…the Tampa Bay SMCC
created an
overwhelming amount of
positive civic
conversation and kept
the focus there, turning a
potential disaster into a
big win for the city
during the Republican
National Convention.
#TampaBay SMCC Equipment

• 6 dual-monitor
  listening
  workstations
• 6 engagement
  workstations
• 7 large monitors for
  measurement &
  visualizing data
#TampaBay SMCC Staff

Over 60 volunteers
from partner
organizations logged
time on the
workstations to
respond to visitors,
promoting the
destination brand and
pushing content.
SMCC Staff Roles
Managers      Curators        Engagents
Listening Strategy

Managers monitor the keywords people are most likely
to use online .
Core Concepts
@visittampabay, @visitampabay, #visittampabay, #visitampabay, Visit Tampa Bay, VisitTampaBay
"Social Media Command Center", "SMCC " #TampaBay, #Tampa, Tampa Bay, Tampa Bay Times
Forum, Convention Center, #RNC, RNC, "Republican National Convention", @RNC_2012, #RNC2012,
#RNC_2012, #RNC, #GOP, #GOPConvention, "GOP Convention"

Associated Concepts/Silos
Economic development, Parking, Dining, Restaurant(s), Hotel(s), Lodging(s), Directions, Hospitality,
Attraction(s), Convention, Airport(s), Traffic, Event(s), Taxi(s), Cab(s), Nightlife

Exclusions
Buccaneers, Bucs, Redskins, [Other Pre or Starting Season Opponents], Rays, [Rangers, other
opponents], Republican National Committee, more
#Tampa #RNC SMCC Workflow

Bulk of engagement on
Twitter, but blogs and other
online outlets are monitored as
well.

Managers manage
commenting and responses
elsewhere but pass on relevant
tweets to the Curators.
#Tampa #RNC SMCC Workflow

• Curators then determine sentiment
  and probable influence of tweets
• Tag them by category
    food/drink
    attractions
    facts
    parking/transportation
    event
    emergency
    media inquiry

• Pass them along to the Engagents
Real-Time Response Strategy

Armed with a litany of helpful links, Internet know-how,
and a general passion for Tampa Bay, engagents:

• Respond to tweets using the @VisitTampa Twitter
  account

• Brand with proper hashtags (#TampaBay,
  #VisitTampa Bay)

• Personalize messages with their initials if needed
Measurement Strategy
The goal: Compare sentiment
and conversation trends about
Tampa Bay during the RNC with
posts before the RNC.
The solution: Isolate /weed out
political-related chatter (Occupy
protests, GOP pro or con) that
contained Tampa keywords, but
did not reflect an opinion about
Tampa Bay itself.
Measurement Strategy

Using Spiral16’s unique customized correlation scores for
each query, we divided chatter up into six categories.
Flexibility is Key
The SMCC turned the RNC delay into
an opportunity to engage visitors in
all Tampa Bay has to offer.
VisitTampaBay encouraged tweets
and pushed messages featuring local
attractions and partners using
hashtag #RainyDayRNC, turning a
negative situation into a positive.
#RainyDayRNC
Chatter using #RainyDayRNC
amounted to just over 4%
of total Tampa activity during
the RNC.
Local Voices Join In
As use of the #TampaBay and #RNC hashtags increased
to include more responses and helpful links from
@VisitTampaBay…




…other local Twitter influencers joined in to share great
information about Tampa.
SMCC Generates News, Chatter
Nonstop media blitz of the
SMCC generated enormous
positive buzz, making up 22% of
all Tampa Bay-related posts.

•   Nationally syndicated stories
•   Blogs
•   Retweets
•   Links shared
Social Images/Photo-Sharing
SMCC activated Tampa
fanbase encouraging and
sharing photos taken by
Tampa residents and
visitors…

resulting in Webstagram
and Instagram placing #4
and #5 in Top Domains for
the city.
Social Images/Photo-Sharing
Volume Captured/Reviewed

382,000 conversations captured/filtered

192,ooo conversations reviewed




That equals an avg. of 32,000/day, or 766/hour.
Volume Responded

4,454 tweets/posts sent

1,943 direct engagements




That equals 6,397 total responses/posts.
Positive Online Buzz Snowballs
As the RNC wound down, the
momentum of positive buzz
continued to climb.
By the end of the convention,
positive sentiment was at 89%
and the negative sentiment
that threatened to dominate
the Tampa conversation
before the RNC started had
dropped to 1%.
Positive Buzz Creates Ambassadors


Positive sentiment
+ 43%

Negative sentiment
- 11%
More Tampa Bay Ambassadors
Recommendations appeared organically online, as did
stories about the positive experiences visitors had in
Tampa.
Even Hulk Hogan joined in, giving his own personal best-
of Tampa list to ABC . When the network asked Hogan one
thing he would like to change about the city, he said:
“Aside from renaming Tampa after
me, there is really nothing. It's my
home and I love it here.”
Tampa Bay Ambassadors
The Hulk's Tampa: RNC Must-Sees — ABC News

Tampa gets solid reviews — MyFoxTampaBay
Civic Interest and Exposure

Over 60 VIP tours were given at the SMCC.

VIPs included:
• Fortune 500 CEOs
• Mayor of Tampa
• Government
      officials
• Business leaders
• Media outlets
Make Events Resonate

Success was bigger than the
SMCC – it was about:

• Positioning Tampa as a
  brand and economic leader
• Becoming a great host to
  conventions
• Innovating approach to
  supporting area visitors
  with unprecedented scale.
The Basic Core of Any SMCC

The same elements as any
good social strategy:

Listening

Responding

Measuring

This can be done at any level.
Thanks!




       Eric Melin
  @Spiral16 on Twitter
eric.melin@spiral16.com

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Why the RNC Social Media Command Center Was Successful and How to Create One

  • 1. Why the RNC Social Media Command Center Was Successful and How to Create One Eric Melin Manager Marketing & Communications @Spiral16
  • 2. Why Create a Social Media Command Center? There is simply nothing better for event marketing. A pic of the action at #TampaBay's Social Media Command Center, the first of it's kind for a nat'l political convention — @Tampa_Chamber
  • 3. A Social Media Command Center …allows you to create conversation and engagement with attendees and locals.
  • 4. A Social Media Command Center …allows you to offer helpful advice to create a better overall event experience
  • 5. A Social Media Command Center
  • 6. A Social Media Command Center …allows you to direct web traffic to approved event assets and spread links across the web
  • 7. A Social Media Command Center …allows you to generate enormous mainstream and online press coverage
  • 8. A Social Media Command Center …allows you to measure the digital and social impact of event
  • 9. A Social Media Command Center …allows you to create/strengthen partnerships within the community
  • 10. A Social Media Command Center …allows you to turn visitors into brand advocates
  • 11. A Social Media Command Center …allows you to boost the economy
  • 12. A Social Media Command Center … and allows you to position the event/organizers as forward-thinking leaders.
  • 13. A Social Media Command Center … and allows you to position the event/organizers as forward-thinking leaders.
  • 16. #TampaBay SMCC …the Tampa Bay SMCC created an overwhelming amount of positive civic conversation and kept the focus there, turning a potential disaster into a big win for the city during the Republican National Convention.
  • 17. #TampaBay SMCC Equipment • 6 dual-monitor listening workstations • 6 engagement workstations • 7 large monitors for measurement & visualizing data
  • 18. #TampaBay SMCC Staff Over 60 volunteers from partner organizations logged time on the workstations to respond to visitors, promoting the destination brand and pushing content.
  • 19. SMCC Staff Roles Managers Curators Engagents
  • 20. Listening Strategy Managers monitor the keywords people are most likely to use online . Core Concepts @visittampabay, @visitampabay, #visittampabay, #visitampabay, Visit Tampa Bay, VisitTampaBay "Social Media Command Center", "SMCC " #TampaBay, #Tampa, Tampa Bay, Tampa Bay Times Forum, Convention Center, #RNC, RNC, "Republican National Convention", @RNC_2012, #RNC2012, #RNC_2012, #RNC, #GOP, #GOPConvention, "GOP Convention" Associated Concepts/Silos Economic development, Parking, Dining, Restaurant(s), Hotel(s), Lodging(s), Directions, Hospitality, Attraction(s), Convention, Airport(s), Traffic, Event(s), Taxi(s), Cab(s), Nightlife Exclusions Buccaneers, Bucs, Redskins, [Other Pre or Starting Season Opponents], Rays, [Rangers, other opponents], Republican National Committee, more
  • 21. #Tampa #RNC SMCC Workflow Bulk of engagement on Twitter, but blogs and other online outlets are monitored as well. Managers manage commenting and responses elsewhere but pass on relevant tweets to the Curators.
  • 22. #Tampa #RNC SMCC Workflow • Curators then determine sentiment and probable influence of tweets • Tag them by category food/drink attractions facts parking/transportation event emergency media inquiry • Pass them along to the Engagents
  • 23. Real-Time Response Strategy Armed with a litany of helpful links, Internet know-how, and a general passion for Tampa Bay, engagents: • Respond to tweets using the @VisitTampa Twitter account • Brand with proper hashtags (#TampaBay, #VisitTampa Bay) • Personalize messages with their initials if needed
  • 24. Measurement Strategy The goal: Compare sentiment and conversation trends about Tampa Bay during the RNC with posts before the RNC. The solution: Isolate /weed out political-related chatter (Occupy protests, GOP pro or con) that contained Tampa keywords, but did not reflect an opinion about Tampa Bay itself.
  • 25. Measurement Strategy Using Spiral16’s unique customized correlation scores for each query, we divided chatter up into six categories.
  • 26. Flexibility is Key The SMCC turned the RNC delay into an opportunity to engage visitors in all Tampa Bay has to offer. VisitTampaBay encouraged tweets and pushed messages featuring local attractions and partners using hashtag #RainyDayRNC, turning a negative situation into a positive.
  • 27. #RainyDayRNC Chatter using #RainyDayRNC amounted to just over 4% of total Tampa activity during the RNC.
  • 28. Local Voices Join In As use of the #TampaBay and #RNC hashtags increased to include more responses and helpful links from @VisitTampaBay… …other local Twitter influencers joined in to share great information about Tampa.
  • 29. SMCC Generates News, Chatter Nonstop media blitz of the SMCC generated enormous positive buzz, making up 22% of all Tampa Bay-related posts. • Nationally syndicated stories • Blogs • Retweets • Links shared
  • 30. Social Images/Photo-Sharing SMCC activated Tampa fanbase encouraging and sharing photos taken by Tampa residents and visitors… resulting in Webstagram and Instagram placing #4 and #5 in Top Domains for the city.
  • 32. Volume Captured/Reviewed 382,000 conversations captured/filtered 192,ooo conversations reviewed That equals an avg. of 32,000/day, or 766/hour.
  • 33. Volume Responded 4,454 tweets/posts sent 1,943 direct engagements That equals 6,397 total responses/posts.
  • 34. Positive Online Buzz Snowballs As the RNC wound down, the momentum of positive buzz continued to climb. By the end of the convention, positive sentiment was at 89% and the negative sentiment that threatened to dominate the Tampa conversation before the RNC started had dropped to 1%.
  • 35. Positive Buzz Creates Ambassadors Positive sentiment + 43% Negative sentiment - 11%
  • 36. More Tampa Bay Ambassadors Recommendations appeared organically online, as did stories about the positive experiences visitors had in Tampa. Even Hulk Hogan joined in, giving his own personal best- of Tampa list to ABC . When the network asked Hogan one thing he would like to change about the city, he said: “Aside from renaming Tampa after me, there is really nothing. It's my home and I love it here.”
  • 37. Tampa Bay Ambassadors The Hulk's Tampa: RNC Must-Sees — ABC News Tampa gets solid reviews — MyFoxTampaBay
  • 38. Civic Interest and Exposure Over 60 VIP tours were given at the SMCC. VIPs included: • Fortune 500 CEOs • Mayor of Tampa • Government officials • Business leaders • Media outlets
  • 39. Make Events Resonate Success was bigger than the SMCC – it was about: • Positioning Tampa as a brand and economic leader • Becoming a great host to conventions • Innovating approach to supporting area visitors with unprecedented scale.
  • 40. The Basic Core of Any SMCC The same elements as any good social strategy: Listening Responding Measuring This can be done at any level.
  • 41. Thanks! Eric Melin @Spiral16 on Twitter eric.melin@spiral16.com