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Social Command Center The Emergence of the
Social Business Command Center #SocialCC
Enterprise Webinars
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Presenters
Ashley Jane Brookes Enterprise Customer Marketing Manager HootSuite@ashjbee
Michael Brito SVP, Social Business Strategy Edelman @Britopian !
#SocialCC
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The Emergence of the Social Business Command Center @Britopian
#SocialCC
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Social Media Command Center at CES @Britopian
#SocialCC
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What is a Social Media Command Center?
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
@Britopian
#SocialCC
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Why a Social Business Command Center?
LISTEN ENGAGE COMMUNITY BRAND ADVOCACY
CONTENT INNOVATION DOCUMENT SUPPORT
#SocialCC
@Britopian
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Examples of Command Centers in Action
@Britopian
#SocialCC
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Command Centers in Action: Oregon Ducks (QuackCave)
The Oregon Ducks command center shares news and content from outlets including the @GoDucks and @QuackCave Twitter accounts.
@Britopian
#SocialCC
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Command Centers in Action: Cisco Systems
Cisco’s Social Media Listening Center (SMLC) was developed to showcase their commitment to customers.
@Britopian
#SocialCC
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Command Centers in Action: RNC in Tampa Bay
The 2012 Republican National Convention (RNC) in Tampa Bay launched their Social Media Command Center.
@Britopian
#SocialCC
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Command Centers in Action: American Red Cross
The American Red Cross Digital 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.
@Britopian
#SocialCC
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Command Centers in Action: Clemson University
The Social Media Listening Center at Clemson University is an interdisciplinary research lab and teaching facility that opened in early 2012.
@Britopian
#SocialCC
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Command Centers in Action: Hootsuite Election Tracker
HootSuite’s 2012 Election Tracker provided live social media metrics such as the sentiment of social messaging, and the Mentions and Likes of both presidential candidates.
@Britopian
#SocialCC
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The Command Center Framework
@Britopian
#SocialCC
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Define Strategy, Goals & Objectives, Technology Requirements
STRATEGY DASHBOARD VIEW(S) STAKEHOLDERS REQUIREMENTS
Brand, Competitive Monitoring Share of Voice, Sentiment CMO / C-Suite
Integration With Other Brand Monitoring Software
Competitive Analysis Brand/Community Engagement, Community Growth
Marketing, Analytics Integration With Facebook Insights, Competitive Integration, Historical Data
Solving Customer Issues Brand & Product Mentions Customer Support Workflows, Ticketing System,
Crisis Communications Negative Brand Mentions, Issues Monitoring
Corporate Communications & Crisis Teams
Email Alerts, Escalation Workflows
Community Management Community Engagement (Likes, Comments, Shares, RTs), Web Traffic
Marketing, PR, Social Media, Customer Support
Integration With Facebook Insights, Web Analytics, Escalation Workflows
#SocialCC
@Britopian
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The 3 Pillars of Command Center Operations Social Business Frameworks Requires Adaptation in People, Process & Technology
@Britopian
PLATFORMS
PROCESS
PEOPLE Behavior Change
Cross Silo Collaboration Executive Support & Participation
Organizational Models Employee & Partner Participation
Social Media Policies Technology Integration
Customer Support & Sales Workflows Measurement Framework & Rollout
Global & Enterprise Expansion
Online Monitoring Analytics Platform
Internal Collaboration Community Platform Selection
Social CRM
#SocialCC
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Building the Right Team to Manage Operations Team Collaboration Is Fundamental To Success
@Britopian
CENTER OF EXCELLENCE
INFORMATIONTECHNOLOGY
DIGITALMARKETING
CUSTOMERSUPPORT
ANALYTICS
SOCIAL MEDIA
INFORMATION TECHNOLOGY Technology deployment and integration
DIGITAL MARKETINGCampaign reporting & measurement
CUSTOMER SUPPORT Solving real-time customer service issues
ANALYTICSCommand Center set up, operations
SOCIAL MEDIA Community management and advocate identification
#SocialCC
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Sample Use Cases For Command Center Deployment Team Collaboration Is Fundamental To Success
CONSUMER ENGAGEMENT General community management, influencer identification.
CUSTOMER SERVICE Solving customer support issues quickly and efficiently.
CRISIS COMMUNICATIONSIdentifying crisis communications and issues before the escalate.
REAL TIME CONTENT CREATION:Create real time content based on what’s happening NOW.
PRODUCT INNOVATIONInnovating products based on what the community is saying
@Britopian
#SocialCC
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Risk Assessment and Crisis Protocol
• Most comments and questions can be resolved through a manual ticketing system
• Private Messages will be used to attain additional information if needed
• Responses require direction from Social Media Team or Customer Support
• Questions may require follow up with various product groups
• Responses are operational and informative
• General community management
MAJOR CRISIS OR CUSTOMER SUPPORT ISSUE
Potential Crisis Issues Customer Support Issues
Key sensitive topics Legal issues Product recalls Employees ranting
Customer service complaints, major account issues (shipping, transaction) Fraud or financial complaints Angry customers posting
Flag to Social Media Team OR Customer Support
Potential Crisis Issues Customer Support Issues
Blogs/media mentioning brand Mentions from influencers Mentions from company employees Product enhancements and/or feedback Marketing program feedback
Transaction requests Dispute resolution IT issues / website errors General Customer Issues
Community Manager to Post Responses
Account management Positive brand experiences and praise Career opportunities Company information Partner information Innovation requests
@Britopian
#SocialCC
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LOW
MEDIUM
HIGH
ASSE
SS R
ISK
Daily Monitoring
and Customer Engagement
ESCALATE TO
CUSTOMER SUPPORT
CUSTOMER SUPPORT
VIA PRIVATE MESSAGE
CUSTOMER SUPPORT AGENTS CREATES TICKET
AGENT SOLVES
PROBLEM. CASE
CLOSED
FLAGS TO SUPPORT
NO RESPONSE IS NEEDED
COMM MANAGER
CONTINUES TO
MONITOR
NO ACTION
RESPONDS TO
CUSTOMER
ADDS THEM TO A INFLUENCE
LIST
MONITORS AND
RETWEETS CONTENT
CONTINUES TO ENGAGE
Customer Support & Risk Management Processes An Example Of A Very Simple Community Manager Decision Tree
@Britopian
#SocialCC
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Customer Support & Risk Management Processes A Very Complex Decision Tree Customized For Different Team Members
LISTEN ASSESS ENGAGE REPEAT
Community Managers
Community
NO
NO
YES NO
YES
YES
YES
NO
NO
NO
YES
NO
YES
NO
YES
YES YES
NO
(op%onal, but recommended)
Monitor Conversa=ons
Assess
Re-‐direct Engage Privately
Re-‐direct Engage Privately
Proceed
Engage in public?
Legi=mate?
Exper=se with
product?
Is topic sensi=ve?
Engage Privately
Proceed Is
engagement posi=ve?
Proceed Posi=ve outcome?
Assess Proceed Converse further? Proceed Re-‐direct
Assess Can CM help?
Engage Privately
Par=cipant upset?
Do not engage
!! Complaint !!
?! Other issues !?
Compliment
Product
Company
@Britopian
#SocialCC
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Using Command Centers to Create Real Time Content
@Britopian
#SocialCC
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@Britopian
#SocialCC
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@Britopian
#SocialCC
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Space Shuttle Endeavour Lands in California @Britopian
#SocialCC
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@Britopian
#SocialCC
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A View of Transmedia Storytelling
SOCIAL media
PARTNERSHIPS INFLUENCER NETWORKSBRANDED ENTERTAINMENTNICHE PLATFORMS
ADVERTISINGBANNERSDISPLAYPAID ENDORSEMENTS
EARNED media
DIGITAL PROPERTIES WEBSITES
CUSTOM BUILT PORTALSINTERNAL/ENTERPRISE
PAID media
OWNED media
SOCIAL MEDIA WEBSITES
CUSTOM BUILT PORTALSINTERNAL/ENTERPRISE
@Britopian
#SocialCC
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Social Business Command Center Framework @Britopian
#SocialCC
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5 Step Process for Command Center Deployment @Britopian
STEP 1: DISCOVERY
STEP 2: PLANNING
STEP 3: MEASURMENT
STEP 4: IMPLEMENTATION
STEP 5: KAIZEN
#SocialCC
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Step 1 : Discovery Understanding the Who, What Where And Why?
@Britopian
#SocialCC
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Step 2 : Planning Develop Framework, Processes, Response Protocols, and Measurement
@Britopian
#SocialCC
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Step 3 : Measurement Ensure All Stakeholders Buy into Measurement Philosophy
@Britopian
#SocialCC
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Step 4 : Implementation Launch Command Center, Engage, Solve Problems, and Escalate
@Britopian
#SocialCC
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#SocialCC
Questions ?
@Britopian
#SocialCC
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Thank You Enterprise Webinars
Michael Brito"SVP, Social Business Strategy!
Edelman!@Britopian"
!
Ashley Jane Brookes"Enterprise Customer Marketing Manager!
HootSuite @ashjbee"
#SocialCC