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Shiny Object or Digital Intelligence Hub? Evolution of the Social Media Command Center


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This report provides an industry update on the evolution of the social media command center--from a social media-driven function to a digital intelligence hub for the enterprise.

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Shiny Object or Digital Intelligence Hub? Evolution of the Social Media Command Center

  1. 1. 1 Shiny Object or Digital Intelligence Hub? Evolution of the Social Media Command Center Susan Etlinger, Industry Analyst | @setlinger April 3, 2014
  2. 2. 2 What problems, REALLY, does a social media command center solve?
  3. 3. 3 Three Stages of Social Business Evolution
  4. 4. 4 Use Cases for Social Media Command Centers
  5. 5. 5 Three case studies, three views of the value of the social media command center
  6. 6. 6 Case Study: MasterCard Driving strategy and brand identity
  7. 7. 7 “I think the day of the command center as it was traditionally known is over.” Andrew Bowins SVP Worldwide Communications MasterCard
  8. 8. 8 Case Study: MasterCard “Conversation Suite” Strategy • Focus on conversation monitoring, informing content strategy • Use Cases: customer care, marketing, risk management, HR/recruiting, others Structure • 43 markets, 26 languages, insights from traditional & social media • 24/7 monitoring powered by PRIME Research • Reports to Worldwide Communications
  9. 9. 9 Case Study: MasterCard “Conversation Suite” Benefits • Education and organizational alignment • Technology cost savings • Improved content performance • Decision making fueled by data What’s Next • Connect social data with business data • Expand access to conversation suite data
  10. 10. 10 Case Study: eBay Context is king
  11. 11. 11 “We’re making social another input into the business so the organization can think from the customer first.” John Bodine Senior Manager, Social Content and Insights eBay, Inc.
  12. 12. Case Study: eBay Strategy • Listening • Engagement • Publishing • Analytics Structure • 16 hours/day monitoring powered by Attensity, Hootsuite for publishing • Part of the 12-person Social Business Team; reports to Marketing • Five agents for social customer service
  13. 13. Case Study: eBay Benefits • Insights across the business • Consistency: a “single source of truth” • “Customer first” perspective What’s Next • Measure the impact of influence against specific KPIs • Better understand the correlation between changes that it’s made and the effect on the business as a whole
  14. 14. 14 Case Study: Wells Fargo A nerve center for the enterprise
  15. 15. 15 “Build your command center like a business.” Renee Brown Senior Vice President & Director of Social Media Wells Fargo
  16. 16. Case Study: Wells Fargo Strategy • Early alert system for emerging issues • Routing and triage to stakeholders • Data analysis: trend data on a range of topics Structure • 60 active users (dashboards and data) • Runs on Brandwatch • Completion of physical build- out anticipated by mid-2014
  17. 17. 17 Case Study: Wells Fargo Benefits • Insight for senior leaders • Speed to market of products and services • Improved customer service What’s Next • Train team members to become brand advocates in compliance with regulatory requirements • Continue building a real-time, relevant data source that enables employees to anticipate & address issues
  18. 18. 18 Challenges of the Command Center Command centers — whether they are used for social data only or extended to other data types — raise critical issues for organizations that deploy them.
  19. 19. 19 The future of the command center depends on the ability of technology to … ∙ Reduce the complexity of social data (automated categorization) ∙ Extract meaning from it at scale (analysis). ∙ Route it properly, and maintain an audit trail (governance) ∙ View it in context of CRM and other enterprise data sets (integration) ∙ Facilitate programmatic and relevant content delivery (publishing)
  20. 20. 20 Most importantly, the future of the command center lies in its ability to scale with the demands of the business.
  21. 21. 21 Recommendations Begin with a clear sense of focus, structure and leadership, physical/virtual layout, and access to information.
  22. 22. 22 Recommendations ∙ Focus: Have clarity of purpose, set expectations, guard against scope creep ∙ Sponsorship: Establish sponsorship and stakeholders ∙ Access: Provide broad access of command center data ∙ Priorities: Prioritize insights; focus on data that can inform strategy ∙ Think Visual: Don’t underestimate the power of visuals ∙ Be agile: Think big, and move fast
  23. 23. 23 Think beyond social.
  24. 24. 24 Additional Resources 24 New Service Offering: Social Data Intelligence Roadmap Report: Social Media Command Centers
  25. 25. 25 Thank You Susan Etlinger @setlinger Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice. Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models.