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Social Media War Room


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How to set up a social media war room: a listening and engagement capability and facility for competitive advantage

Published in: Technology, Business

Social Media War Room

  1. 1. March 2012 @TiffanyStJames
  2. 2. Hello! Tiffany St James Social Media Strategist @TiffanyStJames
  3. 3. What do we mean? • A capability • A facility • Listen • Gain insight • Engage • Data and analytics • Socially and digitally Social Media War Room definition: a capability or facility to listen and gain insight @TiffanyStJames and engage in real-time social conversations
  4. 4. Some examples Brand War Rooms: Gatorade Mission Control, Dell Command Center, Nokia Agora Social Visualizer, @TiffanyStJames Dominos Super Bowl Pizza War Room
  5. 5. Business Use of Social Media • HR • PR • Direct Sales • Customer Service • Business Intelligence @thebrandbuilder states only 5 uses of social media: HR, PR, Direct Sales, Customer Service and @TiffanyStJames Business Intelligence
  6. 6. Use cases • Amplify campaigns • Business intelligence • Monitor discussions • Monitor industry environment • Real-time conversation • Reputation Management • Social Customer Service • Seed content • Track brand engagement • War News Rooms War Rooms can be used to track, monitor, analyse, amplify, engage, seed content and protect reputation @TiffanyStJames
  7. 7. How do we go about it: wish list • Objectives • Audit • Technology • People Capabilities • Product/Service Roadmap • Reporting • ROI • Evolution @TiffanyStJames
  8. 8. Objectives Business vision Business objectives Business aspirations Marketplace footprint What will a Social Media War Room achieve for your business? Be REALLY clear on your objectives before you start @TiffanyStJames
  9. 9. Audit • Business objectives • Competitor services • Industry inspiration • Non-industry inspiration • Internal interviews • Social Media Touchpoints Map Develop understanding of the opportunities a War Room can support throughout your entire business @TiffanyStJames
  10. 10. Technology Off the shelf • Monitoring • Engaging • Workflow • Dashboards Self-build • APIs and dashboards • Linguistics • Root-cause analysis • Fire Hose peaks Moore’s law and open innovation: new tools will develop and evolve. Continuous optimisation @TiffanyStJames
  11. 11. People capabilities • Attitude • Aptitude • Capability • Capacity • New peeps vs training • Culture Understand your current talent and their aspirations: train, develop or hire people for objective-led purposes @TiffanyStJames
  12. 12. Product and Service Roadmap Current understanding • Business Objectives • Current offering • Culture Speed to market • Cost of sales • Client-led • Skills in-house • New skills needed • Revenue generation • Desire Products and services you develop will depend upon the value to the business, cost of sale, speed to market, @TiffanyStJames ROI and innovation behaviour in the business
  13. 13. Reporting Objectives • Why are you listening? • What are you going to do with what you hear? Planning • Insights to action • Listening and Engagement plans Output • Roles • Format • Frequency How are you going to action the insights you gain: this will determine how you report and optimise @TiffanyStJames
  14. 14. ROI • Different people need different metrics • All endeavour is measurable • Ensure you are measuring against the objectives set • Business environment metrics The value of endeavours can be calculated, you need good metrics in place in other parts of the business @TiffanyStJames
  15. 15. Evolution • Linguistics • Insight generation • Broadcast automation • Firehose analytics • Social curation Make time for revision, optimisation, review and understanding of evolving technologies and practices @TiffanyStJames
  16. 16. Thank you, let’s keep talking Tiffany St James Social Media Strategist @TiffanyStJames
  17. 17. Digital: • strategy • training programmes • social engagement • amplification