[slides] evolution of the social media command center by susan etlinger

1!

Shiny Object or Digital Intelligence Hub?!Evolution of the Social Media Command Center!

Susan Etlinger, Industry Analyst | @setlinger !April 3, 2014!

#smcc!

2!

What problems, REALLY, does a !social media command center solve?!

#smcc!

3!

Three Stages of Social Business Evolution!

4!

Use Cases for Social Media Command Centers!

5!

Three case studies, three views of the value of the social media command center!

#smcc!

6!

Case Study: MasterCard!Driving strategy and brand identity!!

7!

“I think the day of the !command center as it was traditionally known is over.”!!Andrew Bowins!SVP Worldwide Communications!MasterCard!

!

8!

Case Study: MasterCard “Conversation Suite” !

Strategy •  Focus on conversation

monitoring, informing content strategy

•  Use Cases: customer care, marketing, risk management, HR/recruiting, others

Structure •  43 markets, 26 languages,

insights from traditional &social media

•  24/7 monitoring powered by PRIME Research

•  Reports to Worldwide Communications

#smcc!

9!

Case Study: MasterCard “Conversation Suite” !

Benefits!•  Education and organizational

alignment •  Technology cost savings •  Improved content

performance •  Decision making fueled by

data

What’s Next •  Connect social data with

business data •  Expand access to

conversation suite data

10!

Case Study: eBay!Context is king!!

11!

“We’re making social another input into the business so the organization can think from the customer first.”!!John Bodine!Senior Manager, Social Content and Insights!eBay, Inc.!

!

Case Study: eBay!

Strategy •  Listening •  Engagement •  Publishing •  Analytics

Structure •  16 hours/day monitoring

powered by Attensity, Hootsuite for publishing

•  Part of the 12-person Social Business Team; reports to Marketing

•  Five agents for social customer service

Case Study: eBay!

Benefits!•  Insights across the business •  Consistency: a “single source

of truth” •  “Customer first” perspective

What’s Next •  Measure the impact of

influence against specific KPIs •  Better understand the

correlation between changes that it’s made and the effect on the business as a whole

14!

Case Study: Wells Fargo!A nerve center for the enterprise!!

15!

“Build your command center !like a business.”!!Renee Brown!Senior Vice President & Director of Social Media!Wells Fargo !

Strategy •  Early alert system for

emerging issues •  Routing and triage to

stakeholders •  Data analysis: trend data on a

range of topics

Structure •  60 active users (dashboards

and data) •  Runs on Brandwatch •  Completion of physical build-

out anticipated by mid-2014

Case Study: Wells Fargo!

17!

Case Study: Wells Fargo!

Benefits!•  Insight for senior leaders!• Speed to market of products

and services!•  Improved customer service !

What’s Next!• Train team members to

become brand advocates in compliance with regulatory requirements !

• Continue building a real-time, relevant data source that enables employees to anticipate & address issues !

18!

Challenges of the Command Center!

Command centers — whether they are used for social data only !or extended to other data types — raise critical issues for organizations that deploy them.!

19!

The future of the command center depends on the ability of technology to …!

· Reduce the complexity of social data (automated categorization)!

·  Extract meaning from it at scale (analysis).!

· Route it properly, and maintain an audit trail (governance)!

·  View it in context of CRM and other enterprise data sets (integration)!

·  Facilitate programmatic and relevant content delivery (publishing)!

20!

Most importantly, the future of the command center lies in its ability to scale with the demands of the business. !

21!

Recommendations!

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

22!

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!

23!

Think beyond social.!!

24!

Additional Resources!

New Service Offering:!Social Data Intelligence Roadmap!

Report: !Social Media Command Centers!

http://goo.gl/4YX9q8!

25!

Thank You!

Susan [email protected]!susanetlinger.com!@setlinger!!

Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.!!

Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models. !