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SICC
social intelligence command center




      LISTEN, ENGAGE, MEASURE, REPEAT
                     !
“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.”
Volkswagen is an Edelman client
“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.”
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.
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 )
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
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
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?
•  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.
•  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.
•  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.
•  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.
SICC
social intelligence command center
                                                      SICC
                                                 social intelligence command center




                             SICC
                         social intelligence command center
                                                                                      Watch the video: http://youtu.be/554Bk9ef6vY
Engagement window

Engagement window
DMI is an Edelman client
David Armano                            Kirsten Miller
Digital Innovation & Integration        Digital Strategy
David.Armano@Edelman.com




Kate Zimmer                             Aniz Ruda
                                        Digital Analytics
Digital Strategy




                   EDELMANDIGITAL.COM
social intelligence command center               social intelligence command center




                  LISTEN, ENGAGE, MEASURE, REPEAT
                                           !




                             SICC
                         social intelligence command center

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Edelman's Social Intelligence Command Center (SICC)

  • 1. SICC social intelligence command center LISTEN, ENGAGE, MEASURE, REPEAT !
  • 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. Volkswagen is an Edelman client
  • 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. 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. 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 )
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  • 8. 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
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  • 10. 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
  • 11. 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?
  • 12. •  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.
  • 13. •  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.
  • 14. •  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.
  • 15. •  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.
  • 16. SICC social intelligence command center SICC social intelligence command center SICC social intelligence command center Watch the video: http://youtu.be/554Bk9ef6vY
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  • 20. DMI is an Edelman client
  • 21. David Armano Kirsten Miller Digital Innovation & Integration Digital Strategy David.Armano@Edelman.com Kate Zimmer Aniz Ruda Digital Analytics Digital Strategy EDELMANDIGITAL.COM
  • 22. social intelligence command center social intelligence command center LISTEN, ENGAGE, MEASURE, REPEAT ! SICC social intelligence command center