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

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

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Edelman's Social Intelligence Command Center or "SICC" is the industry's most unique command center approach offered by a professional services firm. The room, process, staffing and model is designed to not only monitor and engage based on social intelligence, but to function as a "social newsroom" creating content in real time.

Edelman's Social Intelligence Command Center or "SICC" is the industry's most unique command center approach offered by a professional services firm. The room, process, staffing and model is designed to not only monitor and engage based on social intelligence, but to function as a "social newsroom" creating content in real time.

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

  1. 1. SICC social intelligence command center LISTEN, ENGAGE, MEASURE, REPEAT !
  2. 2. “the controversy, stoked by heated comments on social media sites like Twitter, has turned off some longtime supporters, resulting in reduced fund-raising at some affiliates.”
  3. 3. Volkswagen is an Edelman client
  4. 4. “That's what gave the Red Cross access to those in the storm's path, to dole out instantaneous advice and what they call digital hugs.”
  5. 5. DATA ANALYSIS INSIGHTS PLANNING & STRATEGY PROGRAM MEASUREMENT Today, an organization’s content and engagement tactics are only as good as the INSIGHTS, PLANNING & STRATEGY which inform it. Companies looking to be more effective in their communications and the business value derived from them are looking hard at real time DATA. Logically, better Data on what people are interested will yield the right kind of INTELLIGENCE which in turn informs the smartest decisions and ACTIONS. MEASURING results on an ongoing basis, will yield new DATA on what worked, or didn’t, providing future INSIGHTS for PLANNING, STRATEGY & EXECUTION.
  6. 6. 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 )
  7. 7. SICC social 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
  8. 8. Program Management Listening Insights SEARCH SOCIAL ANALYSIS ANALYSIS (SEARCH DATA) (CONVERSATIONAL DATA) z CONTENT OPTIMIZATION WRITE, DESIGN, PRODUCE, SHOOT, MONITOR, & MODERATE OUTREACH, DISTRIBUTION & AMPLIFICATION Measurement & Analytics
  9. 9. CONCEIVE What idea drives the story? SICC social intelligence command center SICC social intelligence command center SICC social intelligence command center COMMUNICATE CREATE How does content create Where can content the desired outcome? drive conversation?
  10. 10. •  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.
  11. 11. •  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.
  12. 12. •  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.
  13. 13. •  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.
  14. 14. SICC social intelligence command center SICC social intelligence command center SICC social intelligence command center Watch the video: http://youtu.be/554Bk9ef6vY
  15. 15. Engagement window Engagement window
  16. 16. DMI is an Edelman client
  17. 17. David Armano Kirsten Miller Digital Innovation & Integration Digital Strategy David.Armano@Edelman.com Kate Zimmer Aniz Ruda Digital Analytics Digital Strategy EDELMANDIGITAL.COM
  18. 18. social intelligence command center social intelligence command center LISTEN, ENGAGE, MEASURE, REPEAT ! SICC social intelligence command center

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