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The Emergence Of A Social Business Command Center

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The Emergence Of A Social Business Command Center Webinar With The Hootsuite Enterprise Team.

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The Emergence Of A Social Business Command Center

  1. 1. Enterprise WebinarsSocial Command Center The Emergence of the Social Business Command Center #SocialCC
  2. 2. #SocialCC Michael Brito SVP, Social Business Strategy Edelman @Britopian Ashley Jane Brookes Enterprise Customer Marketing Manager HootSuite @ashjbeePresenters
  3. 3. #SocialCCThe Emergence of the Social BusinessCommand Center@Britopian
  4. 4. #SocialCCSocial Media Command Center at CES@Britopian
  5. 5. #SocialCC A Command Center is a physical space where companies coordinate to listen and engage their market in social channels to achieve business use cases in marketing engagement, customer care, risk management, or operational efficiency of coordination and contact center deflection. Jeremiah Owyang Altimeter Group @jowyangWhat is a Social Media Command Center?@Britopian
  6. 6. #SocialCC LISTEN ENGAGE COMMUNITY BRAND ADVOCACY CONTENT INNOVATION DOCUMENT SUPPORTWhy a Social Business Command Center?@Britopian
  7. 7. #SocialCCExamples of CommandCenters in Action@Britopian
  8. 8. #SocialCCThe Oregon Duckscommand centershares news andcontent from outletsincluding the@GoDucks and@QuackCaveTwitter accounts. Command Centers in Action: Oregon Ducks (QuackCave) @Britopian
  9. 9. #SocialCCCisco’s SocialMedia ListeningCenter (SMLC)was developedto showcase theircommitment tocustomers. Command Centers in Action: Cisco Systems @Britopian
  10. 10. #SocialCCThe 2012RepublicanNationalConvention(RNC) in TampaBay launchedtheir Social MediaCommandCenter. Command Centers in Action: RNC in Tampa Bay @Britopian
  11. 11. #SocialCCThe American RedCross DigitalOperations Centeris used to monitorand respond to70,000 disastersevery year and mostrecently used theircommand center tomonitor and respondto victims ofHurricane Sandy. Command Centers in Action: American Red Cross @Britopian
  12. 12. #SocialCCThe Social MediaListening Centerat ClemsonUniversity is aninterdisciplinaryresearch lab andteaching facilitythat opened inearly 2012. Command Centers in Action: Clemson University @Britopian
  13. 13. #SocialCCHootSuite’s 2012Election Trackerprovided live socialmedia metrics suchas the sentiment ofsocialmessaging, and theMentions and Likesof both presidentialcandidates. Command Centers in Action: Hootsuite Election Tracker @Britopian
  14. 14. #SocialCCThe Command CenterFramework@Britopian
  15. 15. #SocialCCSTRATEGY DASHBOARD STAKEHOLDERS REQUIREMENTS VIEW(S)Brand, Competitive Integration With Other Share of Voice, Sentiment CMO / C-SuiteMonitoring Brand Monitoring Software Brand/Community Integration With FacebookCompetitive Analysis Engagement, Community Marketing, Analytics Insights, Competitive Growth Integration, Historical Data Workflows, TicketingSolving Customer Issues Brand & Product Mentions Customer Support System, Corporate Negative Brand Mentions, Email Alerts, EscalationCrisis Communications Communications & Crisis Issues Monitoring Workflows Teams Community Engagement Integration With Facebook Marketing, PR, SocialCommunity Management (Likes, Comments, Insights, Web Analytics, Media, Customer Support Shares, RTs), Web Traffic Escalation WorkflowsDefine Strategy, Goals & Objectives,Technology Requirements@Britopian
  16. 16. #SocialCC PLATFORMS Online Monitoring Analytics Platform Internal Collaboration Community Platform Selection Social CRM PROCESS Social Media Policies Technology Integration Customer Support & Sales Workflows Measurement Framework & Rollout Global & Enterprise Expansion PEOPLE Behavior Change Cross Silo Collaboration Executive Support & Participation Organizational Models Employee & Partner ParticipationThe 3 Pillars of Command Center OperationsSocial Business Frameworks Requires Adaptation in People, Process & Technology@Britopian
  17. 17. #SocialCC INFORMATION TECHNOLOGYINFORMATION TECHNOLOGYTechnology deployment andintegrationDIGITAL MARKETINGCampaign reporting & measurement SOCIAL MEDIA DIGITAL MARKETINGCUSTOMER SUPPORTSolving real-time customer serviceissues CENTER OF EXCELLENCEANALYTICSCommand Center set up, operationsSOCIAL MEDIACommunity management and advocate ANALYTICS CUSTOMERidentification SUPPORTBuilding the Right Team to Manage OperationsTeam Collaboration Is Fundamental To Success@Britopian
  18. 18. #SocialCCCONSUMER ENGAGEMENTGeneral communitymanagement, influencer identification.CUSTOMER SERVICESolving customer support issues quicklyand efficiently.CRISIS COMMUNICATIONSIdentifying crisis communications andissues before the escalate.REAL TIME CONTENTCREATION:Create real time content based on what’shappening NOW.PRODUCT INNOVATIONInnovating products based on what thecommunity is sayingSample Use Cases For Command Center DeploymentTeam Collaboration Is Fundamental To Success@Britopian
  19. 19. #SocialCC MAJOR CRISIS OR CUSTOMER SUPPORT ISSUE • Most comments and questions can be resolved Potential Crisis Issues Customer Support Issues through a manual ticketing system Key sensitive topics Customer service complaints, major Legal issues account issues (shipping, transaction) • Private Messages will be used Product recalls Fraud or financial complaints to attain additional information Employees ranting Angry customers posting if needed Flag to Social Media Team OR Customer Support • Responses require direction Potential Crisis Issues Customer Support Issues from Social Media Team or Customer Support Blogs/media mentioning brand Transaction requests • Questions may require follow Mentions from influencers Dispute resolution up with various product groups Mentions from company employees IT issues / website errors Product enhancements and/or feedback General Customer Issues Marketing program feedback Community Manager to Post Responses • Responses are Account management operational and Positive brand experiences and praise informative Career opportunities • General community Company information management Partner information Innovation requestsRisk Assessment and Crisis Protocol@Britopian
  20. 20. #SocialCC CUSTOMER CUSTOMER AGENT ESCALATE SUPPORT SUPPORT SOLVES HIGH TO VIA AGENTS PROBLEM. CUSTOMER PRIVATE CREATES CASE SUPPORT MESSAGE ASSESS RISK TICKET CLOSED COMM Daily NO MANAGER Monitoring MEDIUM FLAGS TO RESPONSE and Customer CONTINUE NO ACTION SUPPORT IS NEEDED Engagement S TO MONITOR ADDS MONITORS RESPONDS THEM TO A CONTINUE AND LOW TO INFLUENCE S TO RETWEETS CUSTOMER LIST ENGAGE CONTENTCustomer Support & Risk Management ProcessesAn Example Of A Very Simple Community Manager Decision Tree@Britopian
  21. 21. #SocialCC Engage Re-direct Privately NO NO YES YES Engage Converse Compliment Assess Proceed Proceed Re-direct in public? further? YES NOCommunity NO Managers Expertise NO YES Product Can CM Engage with Assess help? Privately product? YES Participant upset? Monitor Conversations !! Complaint !! Is Company Is topic Positive Proceed engagement Proceed sensitive? outcome? NO positive? YES YESCommunity NO NO YES Legitimate? Engage ?! Other issues !? Assess Proceed Privately YES NO Engage Do not engage Re-direct (optional, but recommended) Privately LISTEN ASSESS ENGAGE REPEAT Customer Support & Risk Management Processes A Very Complex Decision Tree Customized For Different Team Members @Britopian
  22. 22. #SocialCCUsing Command Centers toCreate Real Time Content@Britopian
  23. 23. #SocialCC@Britopian
  24. 24. #SocialCC@Britopian
  25. 25. #SocialCCSpace Shuttle Endeavour Lands inCalifornia@Britopian
  26. 26. #SocialCC@Britopian
  27. 27. #SocialCCDIGITAL PROPERTIES ADVERTISING WEBSITES BANNERSCUSTOM BUILT PORTALS DISPLAY INTERNAL/ENTERPRISE PAID ENDORSEMENTS OWNED PAID media media SOCIAL MEDIA PARTNERSHIPS WEBSITES INFLUENCER NETWORKSCUSTOM BUILT PORTALS BRANDED ENTERTAINMENT INTERNAL/ENTERPRISE SOCIAL EARNED NICHE PLATFORMS media media A View of Transmedia Storytelling@Britopian
  28. 28. #SocialCCSocial Business Command CenterFramework@Britopian
  29. 29. #SocialCC STEP 1: STEP 2: STEP 3: STEP 4: STEP 5: DISCOVERY PLANNING MEASURMENT IMPLEMENTATION KAIZEN5 Step Process for Command CenterDeployment@Britopian
  30. 30. #SocialCCStep 1 : DiscoveryUnderstanding the Who, What Where And Why?@Britopian
  31. 31. #SocialCCStep 2 : PlanningDevelop Framework, Processes, Response Protocols, and Measurement@Britopian
  32. 32. #SocialCCStep 3 : MeasurementEnsure All Stakeholders Buy into Measurement Philosophy@Britopian
  33. 33. #SocialCCStep 4 : ImplementationLaunch Command Center, Engage, Solve Problems, and Escalate@Britopian
  34. 34. #SocialCC Questions ?#SocialCC@Britopian
  35. 35. #SocialCC Enterprise Webinars Thank You Michael Brito Ashley Jane BrookesSVP, Social Business Strategy Enterprise Customer Marketing Manager Edelman HootSuite @Britopian @ashjbee

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