Uploaded byDerek Laney
Build a Social Media Command Centre
A social media command centre allows companies to listen to customers across various social media platforms, respond to issues in a timely manner, and engage at scale. It involves bringing together people, processes, and technology to centrally manage social interactions. Companies can start by listening on social media and work towards higher levels of engagement. Building a command centre requires preparation through defining objectives, roles, workflows and reporting processes. It also requires assessing readiness to operate at larger scales of social media engagement.
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Build a Social Media Command Centre
- 1. Build a SocialMedia Command Centre Derek Laney Director Product Marketing @derektweets
- 2. Become a CustomerCompany: Listen & Engage Everywhere
- 3. The Future ofMarketing
- 4. Today’s CMO MediaMix (P-O-E-M) Paid Owned Earned Yesterday TV Ads Direct Mail Free Ink Today Digital & Social Ads Content Conversations Brand & Community Stories Videos, Ebooks, Infographics User Generated
- 5. Lead time: <10Minutes Retweets: 26,000 + Likes: 20,000+ Total Potential Reach: 31,215,426
- 6. customer companies use technologyto connect with customers in entirely new ways
- 7. Command Centre -Heart of the Customer Company Today’s Learning Objectives, to Answer: Why a command centre What is a command centre How do we implement Resource: 10 Examples
- 8. A Command Centreis People, Process, Technology Resource: 10 Examples
- 9. The Maturity ModelGuides the Way Individual Team Process Organisation Resource: Social Media Maturity Model
- 10. The Maturity ModelGuides the Way Listen Respond Participate Engage and Create Resource: Social Media Maturity Model
- 11. Am I readyfor this?
- 12. Prepare to Engageat Scale Jeremiah Owyang, Altimeter: Prioritizing for Scale – #DF12
- 13. Compile Your Playbook • Business Objectives • Roles & Responsibilities • The Plays • The Workflow • Escalation • Reporting Resource: Build a Playbook
- 14. Live Command CentreExample
- 15.
Editor's Notes
- #5 CF – This slide needs a lot of work – First visually – kill old new smo images on left – too busy. Just paid owned earned for tradiitonal that is on screen. And then build reveals all the additional items for the new cmo to wrestle with. Make this slide pop. Incorporate Marcel’s comments below.I think we need better images for the New – owned and earned. Websites for owned is really old still. Owned media is now all about content marketing, it is the feed, it is ebooks and videos. I think we should try to show an explosion of media now that is owned media. Maybe some combination of a FB feed, youtube video, etc. that are all owned channels.Same for earned. Earned is also exploding... Just having review/yelp is too narrow. Again maybe we show the logos of social networks there “t”, “f”, “g+”, youtube, maybe the “y” for yelp, etc., and show consumer generated stuff.
- #6 Social Media Maturity Model: http://www.radian6.com/resources/library/follow-the-social-media-maturity-model-to-become-a-social-business/
- #7 Individual – Chase Bank started this wayTeam – Broad Listening to the BrandProcess – Brand but also industry moves into the process centresOrganisation – Kraft / Mondelez uses social data in all parts of the organisationphoto credit: cc: http://www.flickr.com/photos/afagen/5133070639/ http://creativecommons.org/licenses/by-nc-sa/2.0/
- #8 Individual – Chase Bank started this wayTeam – Broad Listening to the BrandProcess – Brand but also industry moves into the process centresOrganisation – Kraft / Mondelez uses social data in all parts of the organisationphoto credit: cc: http://www.flickr.com/photos/afagen/5133070639/ http://creativecommons.org/licenses/by-nc-sa/2.0/
- #9 Build a Playbook: http://www.radian6.com/resources/library/social-media-playbook/