1

Command Center: E!ective Deployment

5 Step Command Center Deployment Strategy

1. Initiative

2. Identity

3. Intention

4. Integration

5. Implementation

To get the most from social media, your enterprise needs a central hub where policies are established, LɈVY[Z�HYL�JVVYKPUH[LK��HUK�YLHS�[PTL�PUMVYTH[PVU�PZ�analyzed. HootSuite Command Center is designed to be the heart of your organization’s social strategy.

Deploying a command center requires some thinking. This HootGuide is designed to help you through the process, so that you can establish a Command *LU[LY�[OH[�Ä[Z�`V\Y�LU[LYWYPZL»Z�ULLKZ�

1. Initiative

Your company may already have several teams using social media, but a dedicated group of social media experts or one corporate social strategist should take the lead in organizing the social activities of the entire enterprise. Identify your company’s social media advocates (you may be one of them) and consider whether or not they have the experience and skills to guide a project that will involve numerous stakeholders.

2. IdentityEstablish your enterprise’s social

participation model

Empowerment

Companies that adopt an Empowerment model enable broad social media participation by employees and enjoy a wide social reach.

�� Evaluate your organization’s culture: If you are moving toward an empowerment model, it is vital to create the right conditions for broad social media participation.

�� Are employees eager to evangelize your brand?

�� Can employees express your brand’s story?

�� Is collaboration encouraged?

�� Are employees willing to participate, and do they trust that their contributions will be respected?

�� Will employees only use generic corporate HJJV\U[Z�VY�^PSS�[OL`�HSZV�\ZL�WLYZVUHSS`�IYHUKLK�WYVÄSLZ&

Command Centre: E!ective Deployment

2

Containment

In a Containment model, social media activity is secure and controlled. Employee social media messaging passes through a centralized approval process. Companies in highly regulated industries might adopt this model to avoid compliance issues.

�� Evaluate your organization’s culture: Do employees understand the need for containment? Is further corporate education necessary?

3. IntentionEstablish your likely Command Center scenarios

Consider these possible uses, one or more may be necessary for your enterprise. Select the scenarios that apply:

R Crisis Management

�� track developments in real time

�� communicate internally to coordinate activities

�� channel external messaging through one point of contact

R Customer Service

�� communicate with customers through social media, email, support forums and other channels

�� forward customer feedback to relevant decision makers across the company

R Campaign Execution

�� TLHZ\YL�PU�YLHS�[PTL�OV^�LɈLJ[P]L�`V\Y�marketing is

�� coordinate social media campaigns with traditional media, events and promotions

�� HKQ\Z[�THYRL[PUN�HJ[P]P[PLZ�VU�[OL�Å`�[V�[HRL�advantage of opportunities

R Executive Reporting

�� visualize Key Performance Indicators in real time

�� measure revenue from social media

R Training

�� create and maintain social media policies

�� train employees to use social media

R Community Engagement

�� PKLU[PM`�PUÅ\LUJLYZ�HUK�J\S[P]H[L�HK]VJH[LZ

R Market Research

�� analyze social, email and web data to understand consumers

�� monitor competing brands through social media

R Other

�� _________________________________________

Create a social policy (or refresh if necessary)

Social policies are designed to provide guidance, best practices and restrictions. The best social policies contain all pertainent information, but are short enough that employees will read them. Consider these components for your social policy:

R Compliance

Your enterprise may have several compliance requirements, especially if it is a publicly traded JVTWHU`�VY�H�ÄUHUJPHS�PUZ[P[\[PVU��

�� Clearly address all compliance issues in an VɉJPHS�KVJ\TLU[

�� Ensure that every social media practitioner understands policy.

�� Establish your Command Center’s role in maintaining compliance.

Command Centre: E!ective Deployment

3

R Engagement

Align social media engagement policy with Marketing HUK�7\ISPJ�9LSH[PVUZ�LɈVY[Z�HJYVZZ�[YHKP[PVUHS�HUK�digital media.

�� Make guidelines for social communications with all external constituencies, including customers, partners, media contacts and PUÅ\LUJLYZ�

R Education & Training

Social media education is crucial to making your Command Center’s activities sustainable and scalable. A Social Media Strategist should:

�� Work closely with existing corporate educators and HR professionals to ensure that social media training is integrated with onboarding programs and ongoing education throughout your organization.

�� Ensure that educational materials describe your Command Center’s responsibilities, and its relationship to all social media practitioners (see Step 4: Integration).

�� Determine how your Command Center can Z\WWVY[�VYNHUPaH[PVU�^PKL�ZVJPHS�TLKPH�[YHPUPUN�

�� Establish procedures for updating compliance and engagement guidelines in the future.

4. IntegrationForm your Command Center team

Determine which employees or external collaborators have authorization to use social media for customer support, crisis management and community engagement. Will they all be in your Command Center?

R Select your staff

Consider people from the following departments:

�� Marketing. Your company’s marketing department is probably home to your most experienced social media practitioners.

�� IT. Technology professionals can help keep a Command Center up and running, but they’re more than just “tech support”. They are indispensable to a wide range of activities and understand how to integrate systems.

�� PR. By integrating Public Relations, your enterprise will be able to react quickly and professionally to any situation.

�� Customer Service. A Customer Service representative or liaison in your Command Center can distribute timely customer feedback to IT, PR and other departments.

Command Centre: E!ective Deployment

4

Listening & Monitoring

R Determine the data sources that your

Command Center needs access to:

�� Social analytics

�� Web analytics

�� Customer Relationship Management

�� Email Marketing

R Consider the following:

�� How many languages your Command Center needs to monitor

�� Your desired social response time

�� The time zones of your company’s constituents

R Create work flows

�� Determine who listeners in the Command Center will assign social messages to for review and response. Some messages may be assigned to relevant team members within the Command Center, others to departmental contacts.

Publishing

R Establish procedures to coordinate social media publishing with aligned campaigns in traditional media.

R Map out teams of content producers, including interns, external collaborators and social media managers.

R Determine when your Command Center will be directly involved in the content approval process, and when it will play a supporting role for more autonomous social media publishing teams in business units.

R If your organization is adopting an Empowerment model, outline how and when the Command Center will initiate employee amplification of official social messaging.

Measuring/interpreting intelligence

R Determine what your social KPIs really are, and how they reflect your enterprise’s corporate objectives.

R 0KLU[PM`�^OV�ULLKZ�[V�OH]L�HJJLZZ�[V�YLHS�[PTL�KPIs, and how many of them require mobile access.

R Identify who needs to see weekly or monthly reporting.

5. Implementation R Social profiles

�� +LJPKL�^OPJO�ZVJPHS�WYVÄSLZ�`V\Y�*VTTHUK�Center operatives will use to engage with customers and other external stakeholders. >PSS�`V\�\ZL�SHUN\HNL�ZWLJPÄJ�VY�JVTT\UP[`�focused Twitter accounts to supplement your WYPTHY`�ZVJPHS�WYVÄSLZ&

�� Set publishing permissions to align with team ^VYRÅV^Z�

�� :LJ\YL�ZVJPHS�WYVÄSLZ�

R Listening streams

�� Your enterprise’s brand(s)

�� Product names

�� Competitor names

�� Executive names

�� Misspellings

Command Centre: E!ective Deployment

5

R Real-time KPI visualization

�� Twitter: Keyword over time

�� Twitter: Compare Keywords

�� Twitter: Follower Growth

�� Twitter: Retweets

�� Facebook: Daily Likes

�� Facebook: Daily Post Feedback

�� Owly: Most Popular Links

�� Basecamp (Project Management)

�� Foursquare (Location Based Service)

([DPSOH�&RPPDQG�&HQWHU�FRQðJXUDWLRQ

Minimum & Recommended specs for workstations, monitors, mobile

Item Minimum Recommended

Room Size 96 sq. ft 500 sq. ft

Large Screens 3 6

Large Screen Size 42” 47”

Workstation Monitors 1 3

Mobile tablets 0 2

�� Freshbooks (Invoicing)

�� Get Satisfaction (Customer Service)

�� Google Analytics (Web Analytics)

�� Highrise (CRM)

�� JIRA (Issue Tracking)

�� MailChimp (Email Marketing)

�� RSS/Atom Feeds

�� Shopify (Ecommerce)

�� Salesforce (CRM)

�� Uservoice (Customer Service)