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Optimizing for the speed of social
Sebastian Hempstead
EVP, North America - Brandwatch

@sebhempstead
@brandwatch / #brandwatch

© 2013 Brandwatch | www.bran...
© 2013 Brandwatch | www.brandwatch.com
© 2013 Spredfast | www.spredfast.com

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© 2013 Brandwatch | www.brandwatch.com
© 2013 Spredfast | www.spredfast.com

4
© 2013 Brandwatch | www.brandwatch.com
© 2013 Spredfast | www.spredfast.com

Source: Edelman Trust Barometer 2013

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© 2013 Brandwatch | www.brandwatch.com
© 2013 Spredfast | www.spredfast.com

Source: Edelman Trust Barometer 2013

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© 2013 Brandwatch | www.brandwatch.com
© 2013 Spredfast | www.spredfast.com

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Organizing for Social/ Enterprise social media is evolving

2012

9.4%

29.1%

35.4%

23.6%

2.4%

2010

10.8%

28.8%

41%...
Organizing for Social/ Hub and spoke model

Customized Access
• Custom dashboards
• Custom data
structure
• Custom Vizia v...
© 2013 Brandwatch | www.brandwatch.com
© 2013 Spredfast | www.spredfast.com

10
Organizing for Social/ Hub and spoke model

© 2013 Brandwatch | www.brandwatch.com
© 2013 Spredfast | www.spredfast.com

1...
DDOS/ Alert!

Technology & Security

Social Media
Command
Center

Legal
Customer Care

Corporate
Comms / PR
© 2013 Brandwa...
DDOS/ Engage

Social Media
Command
Center

Customer Care

Corporate
Comms / PR
© 2013 Brandwatch | www.brandwatch.com
© 20...
DDOS/ Inform
Marketing
Credit Card

Technology & Security

Social Media
Command
Center

Legal
Customer Care

Small Busines...
Organizing for social/ Expanding engagement
• Starts with @brand
• Progress to valued conversations
not @brand

brand

Com...
© 2013 Brandwatch | www.brandwatch.com
© 2013 Spredfast | www.spredfast.com

16
© 2013 Brandwatch | www.brandwatch.com
© 2013 Spredfast | www.spredfast.com

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Contact
Email /seb@brandwatch.com

Document Limitation
The information given in this document has been checked for accurac...
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Optimizing for the Speed of Social - BDI 12/4/13 The Future of Financial Services Communications: Case Studies and Roundtables

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Presentation: Optimizing for the Speed of Social
Presented by: Sebastian Hempstead, Executive Vice President North America, Brandwatch
Enterprise social media continues to evolve rapidly and increase in complexity. The challenge facing the Enterprise today is how to leverage social at scale across the business. This presentation looks at some of the challenges facing clients and how some are addressing those challenges.

www.bdionline.com

Published in: Business, Economy & Finance
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Optimizing for the Speed of Social - BDI 12/4/13 The Future of Financial Services Communications: Case Studies and Roundtables

  1. 1. Optimizing for the speed of social
  2. 2. Sebastian Hempstead EVP, North America - Brandwatch @sebhempstead @brandwatch / #brandwatch © 2013 Brandwatch | www.brandwatch.com 2
  3. 3. © 2013 Brandwatch | www.brandwatch.com © 2013 Spredfast | www.spredfast.com 3
  4. 4. © 2013 Brandwatch | www.brandwatch.com © 2013 Spredfast | www.spredfast.com 4
  5. 5. © 2013 Brandwatch | www.brandwatch.com © 2013 Spredfast | www.spredfast.com Source: Edelman Trust Barometer 2013 5
  6. 6. © 2013 Brandwatch | www.brandwatch.com © 2013 Spredfast | www.spredfast.com Source: Edelman Trust Barometer 2013 6
  7. 7. © 2013 Brandwatch | www.brandwatch.com © 2013 Spredfast | www.spredfast.com 7
  8. 8. Organizing for Social/ Enterprise social media is evolving 2012 9.4% 29.1% 35.4% 23.6% 2.4% 2010 10.8% 28.8% 41% 18% 1.4% Decentralized No one department manages or coordinates; Efforts bubble up from the edges of the company Hub and Spoke A cross-functional team sits in a centralized position and helps various nodes such as business units Centralized One department (like Corp Communications) manages all social activities Holistic Everyone in the company uses social media safely and consistently across all organizations Multiple Hub and Spoke (“Dandelion”) Similar to Hub and Spoke but applicable to multinational companies where “companies” within companies” act nearly autonomously from each other under a common brand Source: Altimeter – The State of Social Business 2013 © 2013 Brandwatch | www.brandwatch.com © 2013 Spredfast | www.spredfast.com 8
  9. 9. Organizing for Social/ Hub and spoke model Customized Access • Custom dashboards • Custom data structure • Custom Vizia views • Custom SMMS streams Hub Management • • • • • • • User management Sharing controls Analytics Power Users Query Management Dashboard management Vizia Admin SMMS Admin © 2013 Brandwatch | www.brandwatch.com © 2013 Spredfast | www.spredfast.com Social Hub Automation • Automated categorization • Automated tagging • Automated prioritization • Automated Routing • Automated Filtering 9
  10. 10. © 2013 Brandwatch | www.brandwatch.com © 2013 Spredfast | www.spredfast.com 10
  11. 11. Organizing for Social/ Hub and spoke model © 2013 Brandwatch | www.brandwatch.com © 2013 Spredfast | www.spredfast.com 11
  12. 12. DDOS/ Alert! Technology & Security Social Media Command Center Legal Customer Care Corporate Comms / PR © 2013 Brandwatch | www.brandwatch.com © 2013 Spredfast | www.spredfast.com 12
  13. 13. DDOS/ Engage Social Media Command Center Customer Care Corporate Comms / PR © 2013 Brandwatch | www.brandwatch.com © 2013 Spredfast | www.spredfast.com 13
  14. 14. DDOS/ Inform Marketing Credit Card Technology & Security Social Media Command Center Legal Customer Care Small Business Corporate Comms / PR © 2013 Brandwatch | www.brandwatch.com © 2013 Spredfast | www.spredfast.com 14
  15. 15. Organizing for social/ Expanding engagement • Starts with @brand • Progress to valued conversations not @brand brand Competitors Topics © 2013 Brandwatch | www.brandwatch.com • Engage with posts mentioning competitors like reviews and complaints. • Create a brand that is engaged and regarded as knowledgeable and helpful by answering questions and sharing content around key topics. Re-build trust. 15
  16. 16. © 2013 Brandwatch | www.brandwatch.com © 2013 Spredfast | www.spredfast.com 16
  17. 17. © 2013 Brandwatch | www.brandwatch.com © 2013 Spredfast | www.spredfast.com 17
  18. 18. Contact Email /seb@brandwatch.com Document Limitation The information given in this document has been checked for accuracy and completeness however Brandwatch and Spredfast shall not be liable for any errors or omissions. Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053 4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom © 2013 Brandwatch | www.brandwatch.com © 2013 Spredfast | www.spredfast.com 18

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