The document discusses the uses of a social media command center. It describes how command centers can be used for engagement opportunities, customer service, crisis management and PR, real-time marketing, regional and competitive benchmarking, and bringing company awareness to employees. It then discusses things to consider before purchasing a command center like analytics, customization, permission management, data integrations, scalability, and customer service. Finally, it provides recommendations for implementing a successful command center focused on clarity of purpose, structure, leadership, layout, and access to information.

1. Social Media Command Center

2. Social Media Command Center
What’s the point?

3. A look at the command center use cases
Engagement Opportunities
With expert setups, users can parse through large volumes of conversation to automatically
or manually emphasize specific mentions, important authors or popular topics on the
command center display.

4. A look at the command center use cases
Customer Service
Social media command centers can be instrumental in contextualizing, measuring, and
triaging complaints so that customer service teams can quickly and appropriately respond
to large volumes of incoming complaints.

5. A look at the command center use cases
Crisis Management / PR
It is an invaluable tool for quickly identifying and appropriately responding to crises or other
public relations issues. Live-streaming social content on a consumable display means that
more employees can watch, pinpoint and handle public complaints before they become larger
issues.

6. A look at the command center use cases
Real-time Marketing
Command centers are the ideal platform for relaying the progress of a campaign in real-time.
It permits large groups to watch the public discourse around an event unfold and to
make sense of how online conversations are affecting campaigns

7. A look at the command center use cases
Regional Benchmarking
For brands, understanding the market landscape across regions informs marketing and
sales teams and ensures that their efforts are aligned with the company’s regional goals.
For businesses looking to expand to new territories, being able to identify and engage with
influencers or advocates in target locations is crucial.

8. A look at the command center use cases
Competitive Benchmarking
The command center gives businesses an immediate and simple way to visualize how
their brand stacks up against competitors and provides employees with a clear
understanding of the market landscape.

9. A look at the command center use cases
Bringing company awareness to the business’s online presence
The command center is an excellent way to introduce social into the work environment.
Considered an insight into the consumer pulse, social media displays provide employees
with a link back to the ground where customers’ everyday thoughts and opinions are
driving businesses.

10. Social Media Command Center
What’s the right fit?

11. Things to consider before buying a command center
1. The analytics behind the screens
2. Customizable and flexible
i. Flexibility of data collection and segregation
ii. Flexibility of data visualization
iii. Flexibility of command center displays
3. Permission Management
4. Data integrations
5. Scalability
6. Customer service

12. RECOMMENDATIONS
Begin with a clear sense of focus,
structure and leadership,
physical/virtual layout,
and access to information.

13. 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!

14. Command Centers in Action:
Case Studies

15. THE BACKGROUND
Gatorade is probably best known for splashy commercials featuring some of the world’s most
famous athletes. However, a new effort behind the scenes of the PepsiCo-owned sports drink
maker is putting social media quite literally at the center of the way Gatorade approaches
marketing.

16. THE GOAL
Take the largest sports brand in the world and turn it into largest participatory brand in
the world.
THE SOLUTION
Redefine the Target
• Original target focused on reaching
more mass audiences A18-34 with a
heavy focus towards the male demo
• Heavily reliant on TV to broadly cover
audiences
• Focused target, concentrate marketing dollars
behind
• A18-24 Youth with sports & athletic drive
• Teens (12+) with a focus on up & coming
athletes
• Changing the target made a dramatic shift in their
advertising mix (combination of traditional &
heavy use of social media)

17. MISSION CONTROL
1. Designed a “war room” to
monitor, optimize &
capture real time activity
regarding relevant to the
brand, competitors,
athletes & sports related
topics
2. Room contains 7 massive
screens tracking data
across all social media
outlets
3. Leverages online
conversations & allows
Gatorade to react faster &
more proactively

18. WIN IT FROM WITHIN: THE SERIES
1. Online & social media chatter revealed key topics of interest amongst young athletes
2. Leveraging insights, launched the “Win From Within Campaign” preaching endurance,
hard work and celebrating the athlete willing to sweat a littler more
Personal struggles
& challenges
Overall Journey
Wins & Losses
Inspirations & Inner
Drive
Hard Work &
Performance
• Spot features
famous athletes
seeking
improvement
Mass Media
• 6 page feature talking
about how the win
comes from inside, not
just the apparel & gear
• Brand channel featuring
videos of high profile
players talking about their
drive, inspiration &
perseverance
Social Media
• Ran contest encouraging young athletes to
share, post, tweet their personal
struggles/challenges & journeys
Online Media

19. THE BACKGROUND
Though still considered be a young enterprise, the brand is valued at more than $6 billion,
operates in 48 countries and is considered one of the fastest growing companies in history.
This all couldn’t have happened overnight, right?
But it kind of did.
“With the acquisition of an international component a couple years ago, we went from being
a North American startup to a global brand — in what could be seen as just a couple of hours,”
said Paul Matson, Groupon’s head of content and social media.

20. THE PROBLEM
1. Groupon became a juggernaut practically overnight
2. As the company grew, so did their social media needs – the complexity of the
organization compounded
3. The time required to make social effective was more than what the sales reps
could allocate
4. The company soon found it hard to manage all these conversations effectively -
there were close to 400 Twitter handles associated with Groupon at one point
5. The system was fragmented – a mess!

21. THE SOLUTION
1. They re-evaluated and redefined their goals.
2. They hired a team of individuals solely dedicated to social.
3. They adopted “One Playbook,” to which all charged with the task of communicating on
behalf of Groupon would adhere, and
4. Technology!
THE RESULT

22. THE TECHNOLOGY
Publishing Engagement Social CRM
Upload, draft, review, geo-
target, schedule and tag
content across all channels
Have a unified view of your
customers across
traditional and social
channels, on a global scale
Take part in thousands of
conversations on a daily
basis. Monitor, engage and
manage audiences across
international social
properties in real time. No
conversation will be left
behind
Reporting Governance Social Asset Management
Gain insights into what
types of content — from
promotions to interesting
articles to customer service
responses — perform best
and create custom reports.
Store, manage, view and
suggest content assets
across your entire
enterprise to ensure
quality, consistency and
collaboration.
Mitigate risks, prevent
human errors and ensure
that all users follow brand
guidelines, even with
regular internal changes

23. MasterCard Conversation Suite
DRIVING STRATEGY AND BRAND IDENTITY

24. STRATEGY
1. Focus on conversation
monitoring, informing
content strategy
2. Use Cases: customer care,
marketing, risk
management,
HR/recruiting, others
STRUCTURE
1. 43 markets, 26 languages,
insights from traditional &
social media
2. 24/7 monitoring powered by
PRIME Research
3. Reports to Worldwide
Communications

25. BENEFITS
1. Education and
organizational alignment
2. Technology cost savings
3. Improved content
performance
4. Decision making fueled by
data
WHAT’S NEXT
1. Connect social data with
business data
2. Expand access to
conversation suite data

26. CONTEXT IS KING

27. STRATEGY
1. Listening
2. Engagement
3. Publishing
4. Analytics
STRUCTURE
1. 16 hours/day monitoring
powered by Attensity,
Hootsuite for publishing
2. Part of the 12-person Social
Business Team; reports to
Marketing
3. Five agents for social
customer service

28. BENEFITS
1. Insights across the
business
2. Consistency: a “single
source of truth”
3. “Customer first”
perspective
WHAT’S NEXT
1. Measure the impact of
influence against specific
KPIs
2. Better understand the
correlation between
changes that it’s made and
the effect on the business
as a whole

29. A NERVE CENTER FOR THE ENTERPRISE

30. STRATEGY
1. Early alert system for
emerging issues
2. Routing and triage to
stakeholders
3. Data analysis: trend data
on a range of topics
STRUCTURE
1. 60 active users (dashboards
and data)
2. Runs on Brandwatch

31. BENEFITS
1. Insight for senior leaders!
2. Speed to market of
products and services!
3. Improved customer
service
WHAT’S NEXT
1. Train team members to
become brand advocates in
compliance with regulatory
requirements !
2. Continue building a real-
time, relevant data source
that enables employees to
anticipate & address issues
!

32. Thank you
@ajaxjoshi