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The Emergence Of A Social Business Command Center
This document discusses the emergence of social business command centers. It provides examples of command centers used by organizations like Cisco Systems, the American Red Cross, and Clemson University to monitor social media and engage customers. It outlines the key components of a command center including strategy, dashboards, stakeholders, and requirements. It also presents frameworks for command center operations, including focus on people, processes, and technology. The document concludes with a five step process for command center deployment.
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The Emergence Of A Social Business Command Center
- 1. Enterprise Webinars Social CommandCenter The Emergence of the Social Business Command Center #SocialCC
- 2. #SocialCC Michael Brito SVP, Social Business Strategy Edelman @Britopian Ashley Jane Brookes Enterprise Customer Marketing Manager HootSuite @ashjbee Presenters
- 3. #SocialCC The Emergence ofthe Social Business Command Center @Britopian
- 4. #SocialCC Social Media CommandCenter at CES @Britopian
- 5. #SocialCC A Command Center is a physical space where companies coordinate to listen and engage their market in social channels to achieve business use cases in marketing engagement, customer care, risk management, or operational efficiency of coordination and contact center deflection. Jeremiah Owyang Altimeter Group @jowyang What is a Social Media Command Center? @Britopian
- 6. #SocialCC LISTEN ENGAGE COMMUNITY BRAND ADVOCACY CONTENT INNOVATION DOCUMENT SUPPORT Why a Social Business Command Center? @Britopian
- 7. #SocialCC Examples of Command Centersin Action @Britopian
- 8. #SocialCC The Oregon Ducks commandcenter shares news and content from outlets including the @GoDucks and @QuackCave Twitter accounts. Command Centers in Action: Oregon Ducks (QuackCave) @Britopian
- 9. #SocialCC Cisco’s Social Media Listening Center(SMLC) was developed to showcase their commitment to customers. Command Centers in Action: Cisco Systems @Britopian
- 10. #SocialCC The 2012 Republican National Convention (RNC) inTampa Bay launched their Social Media Command Center. Command Centers in Action: RNC in Tampa Bay @Britopian
- 11. #SocialCC The American Red CrossDigital Operations Center is used to monitor and respond to 70,000 disasters every year and most recently used their command center to monitor and respond to victims of Hurricane Sandy. Command Centers in Action: American Red Cross @Britopian
- 12. #SocialCC The Social Media ListeningCenter at Clemson University is an interdisciplinary research lab and teaching facility that opened in early 2012. Command Centers in Action: Clemson University @Britopian
- 13. #SocialCC HootSuite’s 2012 Election Tracker providedlive social media metrics such as the sentiment of social messaging, and the Mentions and Likes of both presidential candidates. Command Centers in Action: Hootsuite Election Tracker @Britopian
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- 15. #SocialCC STRATEGY DASHBOARD STAKEHOLDERS REQUIREMENTS VIEW(S) Brand, Competitive Integration With Other Share of Voice, Sentiment CMO / C-Suite Monitoring Brand Monitoring Software Brand/Community Integration With Facebook Competitive Analysis Engagement, Community Marketing, Analytics Insights, Competitive Growth Integration, Historical Data Workflows, Ticketing Solving Customer Issues Brand & Product Mentions Customer Support System, Corporate Negative Brand Mentions, Email Alerts, Escalation Crisis Communications Communications & Crisis Issues Monitoring Workflows Teams Community Engagement Integration With Facebook Marketing, PR, Social Community Management (Likes, Comments, Insights, Web Analytics, Media, Customer Support Shares, RTs), Web Traffic Escalation Workflows Define Strategy, Goals & Objectives, Technology Requirements @Britopian
- 16. #SocialCC PLATFORMS Online Monitoring Analytics Platform Internal Collaboration Community Platform Selection Social CRM PROCESS Social Media Policies Technology Integration Customer Support & Sales Workflows Measurement Framework & Rollout Global & Enterprise Expansion PEOPLE Behavior Change Cross Silo Collaboration Executive Support & Participation Organizational Models Employee & Partner Participation The 3 Pillars of Command Center Operations Social Business Frameworks Requires Adaptation in People, Process & Technology @Britopian
- 17. #SocialCC INFORMATION TECHNOLOGY INFORMATION TECHNOLOGY Technology deployment and integration DIGITAL MARKETING Campaign reporting & measurement SOCIAL MEDIA DIGITAL MARKETING CUSTOMER SUPPORT Solving real-time customer service issues CENTER OF EXCELLENCE ANALYTICS Command Center set up, operations SOCIAL MEDIA Community management and advocate ANALYTICS CUSTOMER identification SUPPORT Building the Right Team to Manage Operations Team Collaboration Is Fundamental To Success @Britopian
- 18. #SocialCC CONSUMER ENGAGEMENT General community management,influencer identification. CUSTOMER SERVICE Solving customer support issues quickly and efficiently. CRISIS COMMUNICATIONS Identifying crisis communications and issues before the escalate. REAL TIME CONTENT CREATION: Create real time content based on what’s happening NOW. PRODUCT INNOVATION Innovating products based on what the community is saying Sample Use Cases For Command Center Deployment Team Collaboration Is Fundamental To Success @Britopian
- 19. #SocialCC MAJOR CRISIS OR CUSTOMER SUPPORT ISSUE • Most comments and questions can be resolved Potential Crisis Issues Customer Support Issues through a manual ticketing system Key sensitive topics Customer service complaints, major Legal issues account issues (shipping, transaction) • Private Messages will be used Product recalls Fraud or financial complaints to attain additional information Employees ranting Angry customers posting if needed Flag to Social Media Team OR Customer Support • Responses require direction Potential Crisis Issues Customer Support Issues from Social Media Team or Customer Support Blogs/media mentioning brand Transaction requests • Questions may require follow Mentions from influencers Dispute resolution up with various product groups Mentions from company employees IT issues / website errors Product enhancements and/or feedback General Customer Issues Marketing program feedback Community Manager to Post Responses • Responses are Account management operational and Positive brand experiences and praise informative Career opportunities • General community Company information management Partner information Innovation requests Risk Assessment and Crisis Protocol @Britopian
- 20. #SocialCC CUSTOMER CUSTOMER AGENT ESCALATE SUPPORT SUPPORT SOLVES HIGH TO VIA AGENTS PROBLEM. CUSTOMER PRIVATE CREATES CASE SUPPORT MESSAGE ASSESS RISK TICKET CLOSED COMM Daily NO MANAGER Monitoring MEDIUM FLAGS TO RESPONSE and Customer CONTINUE NO ACTION SUPPORT IS NEEDED Engagement S TO MONITOR ADDS MONITORS RESPONDS THEM TO A CONTINUE AND LOW TO INFLUENCE S TO RETWEETS CUSTOMER LIST ENGAGE CONTENT Customer Support & Risk Management Processes An Example Of A Very Simple Community Manager Decision Tree @Britopian
- 21. #SocialCC Engage Re-direct Privately NO NO YES YES Engage Converse Compliment Assess Proceed Proceed Re-direct in public? further? YES NO Community NO Managers Expertise NO YES Product Can CM Engage with Assess help? Privately product? YES Participant upset? Monitor Conversations !! Complaint !! Is Company Is topic Positive Proceed engagement Proceed sensitive? outcome? NO positive? YES YES Community NO NO YES Legitimate? Engage ?! Other issues !? Assess Proceed Privately YES NO Engage Do not engage Re-direct (optional, but recommended) Privately LISTEN ASSESS ENGAGE REPEAT Customer Support & Risk Management Processes A Very Complex Decision Tree Customized For Different Team Members @Britopian
- 22. #SocialCC Using Command Centersto Create Real Time Content @Britopian
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- 25. #SocialCC Space Shuttle EndeavourLands in California @Britopian
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- 27. #SocialCC DIGITAL PROPERTIES ADVERTISING WEBSITES BANNERS CUSTOM BUILT PORTALS DISPLAY INTERNAL/ENTERPRISE PAID ENDORSEMENTS OWNED PAID media media SOCIAL MEDIA PARTNERSHIPS WEBSITES INFLUENCER NETWORKS CUSTOM BUILT PORTALS BRANDED ENTERTAINMENT INTERNAL/ENTERPRISE SOCIAL EARNED NICHE PLATFORMS media media A View of Transmedia Storytelling @Britopian
- 28. #SocialCC Social Business CommandCenter Framework @Britopian
- 29. #SocialCC STEP 1: STEP 2: STEP 3: STEP 4: STEP 5: DISCOVERY PLANNING MEASURMENT IMPLEMENTATION KAIZEN 5 Step Process for Command Center Deployment @Britopian
- 30. #SocialCC Step 1 :Discovery Understanding the Who, What Where And Why? @Britopian
- 31. #SocialCC Step 2 :Planning Develop Framework, Processes, Response Protocols, and Measurement @Britopian
- 32. #SocialCC Step 3 :Measurement Ensure All Stakeholders Buy into Measurement Philosophy @Britopian
- 33. #SocialCC Step 4 :Implementation Launch Command Center, Engage, Solve Problems, and Escalate @Britopian
- 34. #SocialCC Questions ? #SocialCC @Britopian
- 35. #SocialCC Enterprise Webinars Thank You Michael Brito Ashley Jane Brookes SVP, Social Business Strategy Enterprise Customer Marketing Manager Edelman HootSuite @Britopian @ashjbee
Editor's Notes
- #3 AJB Intro: Hello everyone, thanks for joining us today for today’s webinar What Social Means to the Financial Services Industry, my name is Ashley Brookes and I’m with the HootSuite Enterprise team. I’m pleased to be here with Jason Maynard of Wells Fargo to talk about the changing role of social media for business, and how, in particular, the Financial Services Industry is adopting, adapting, reacting to it.
- #4 The North American Aerospace Defense Command (NORAD) is a bi-national United States and Canadian organization charged with the missions of aerospace warning and aerospace control for North America. Aerospace warning includes the monitoring of man-made objects in space, and the detection, validation, and warning of attack against North America whether by aircraft, missiles, or space vehicles, through mutual support arrangements with other commands. Aerospace control includes ensuring air sovereignty and air defense of the airspace of Canada and the United States.
- #5 On Tuesday, data flowing through the command center showed a variety of information about the conference, including that TVs topped trending products, with more than 31,000 mentions across social media and the web, followed by smartphones and apps. The top brands at CES by mention across 500 sources on social media and the web were Samsung, LG, Google, Sony and Apple.
- #6 The only thing I would add is that some command centers can be virtual.
- #7 Respond to and resolve issues/concerns quickly Understand the motivations for sharing experiences in order to identify opportunities to promote increased Document the demographics and psychographics of those looking to share information, idea, and experiences as they engage within online platforms Incorporate conversation details and findings into existing programs and engagement platforms for proactive outreach With this information, there is the opportunity to shift and leverage behaviors online to provide a personalized engagement experience
- #9 QuackCave serves as a hub for all of the athletic program's social communications. Staffers will distribute digital storytelling and promotional content through Twitter, Facebook, YouTube, Instagram and other networks. They'll also monitor fan conversation to answer question and interact with passionate followers. It’s currently manned during workday hours by a rotating cast of students and athletic department staff.
- #10 The SMLC is used to monitor Cisco related conversations, mentions, response times; as well get detailed data about influencers who talk or mention Cisco.
- #11 Manned by a staff of 50 social media experts from around Tampa Bay, the SMCC helped monitor and participate in conversations taking place on various social media platforms—namely Facebook and Twitter—using the hashtag #TampaBay.
- #12 A team of 23 Red Cross staffers and volunteers monitored more than 2.5 million #Sandy mentions, tagging 4,500 for on-the-ground follow-up.
- #13 Envisioned by CIO Jim Bottum, the Listening Center brings together faculty, staff, students and external partners to support undergraduate creative inquiry, faculty research, pedagogy, and outreach through social media listening.
- #14 2012 Election Tracker
- #19 Depending on your goals and objectives .. The strategy will be different
- #26 Space shuttle Endeavour lands in California
- #27 Here is an example of three brands, Volkswagen, Microsoft and Adobe ..
- #30 Deploying a command center should not be considered a small project. If done right, it can give you deeper insight into community engagement, solve customer problems, innovate the business and essentially give your brand a competitive edge. Business is changing fast, new leadership is cycled in and out, so it’s important to understand that each step will be different at each company. And, as you begin your deployment, Kaizen (Japanese for constant improvement) will be fundamental to the success.
- #31 Consultative ApproachInternal & External AuditsIdentify The Key Internal StakeholdersWhat Is The General Conversation Among Customers ExternallyAre there any existing reports that will give you an idea of sentimentInvestigate Current IT Platforms, Challenges, Security Risks, Contractual ObligationsUnderstand Current Business Challenges (Marketing, Operational, Competitive)Document Business GoalsUnderstand Ownership Of Key Roles & Responsibilities
- #32 Define Technology Vendor(s)Identify Taxonomy Of Brand, Industry And Competitive Terms For MonitoringEstablish Agreement On Measurement PlanCreate Processes For Internal Teams:- Training Protocols- Crisis Management & ResponseDefine New Roles & Responsibilities
- #33 Define the measurement frameworkGain buy in from all stakeholdersDetermine reporting frequency for stakeholdersShare Successes And Challenges Across The OrganizationValidate the financial investment
- #34 This is where you want to turn it on … Launch Command CenterEngage With The Community & Begin To Solve Customer ProblemsEscalate Conversations To Customer Support, Product Teams And Sales TeamsBegin To Document Any Challenges And Best Practices
- #35 Q&A