webinar: so what - evolving from social data to social intelligence

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© 2014 Brandwatch.com

Webinar/So What: Evolving from Social Data to Social Intelligence

VP, Client Services, North America

[email protected] | @SpecialAd

Adam BambroughIndustry Analyst, Altimeter Group

[email protected] | @setlinger

Susan Etlinger

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Coming Up

• Trends & Best Practices

• Organizing for Social, and the Role/s of a Social Command Center

• Speakers Q&A

• Audience Q&A

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© 2014 Brandwatch.com3

Don’t be shy/We’d love your participation

• Ask questions in the session chat

• Tweet about our discussion

@brandwatch

#brandwatchtips

A download and recording of the webinar will be made available after the event

@SpecialAd

@SEtlinger

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About Brandwatch

1000+Brands in

15 Markets

Innovate with pace

20 releases in last 24 months

Over 30% of Fortune 100 Supporting

Clients in 27 Languages

Twitter Certified Partner 220+ Employees

Including 80+ Product Developers

Rapidly Growing Client Base

137% YoY

International Presence

New York | San Francisco | Brighton Berlin | Stuttgart

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Three Stages of Social Business Evolution

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Social data is everywhere

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Source: Altimeter Group

It has a large and diffuse ecosystem

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Publishers (Social Networks, Community, Enterprise Collaboration)

Social Data Platforms

Social Applications

Listening/Monitoring

Engagement SMMS) Publishing Analytics

Enterprise Applications

CRM BI Market Research Email MarketingFraud

Detection/Risk Mgt

Supply Chain

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Use Cases for Social Media Command Centers

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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

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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

Case Study: 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

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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

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“Build your command center like a business.”

Renee BrownSenior Vice President & Director of Social MediaWells Fargo

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Aspire to a (more) holistic strategy

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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

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Think beyond social.

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© 2014 Brandwatch.com© 2014 Brandwatch.com

OrganizingFor Social

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Organizing for social across the enterprise for

Source: Susan Etlinger, Altimeter Group – Shiny Object or Digital Intelligence Hub? Evolution of the Enterprise Social Media Command Center

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Social across the enterprise

Product Development

Operations &Distribution

Sales & Marketing

Business Support

Customer Service

• Customer insights

• Pre-Review insights

• Demand forecasting

• Supply chain Insights

• Social selling• Campaign

measurement• Landscape

analysis• Reputation

management• PR Messaging

Validation

• Social customer care (engage)

• Customer care insights

• Recruitment

• Employee issues

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Organizing for Social / CPG

Voice of the Customer

SocialMediaTeam

Crisis Team

Research Team

CORPORATE

Brand teams

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Organizing for Social / CPG

Voice of the Customer

SocialMediaTeam

Crisis Team

Research Team

CORPORATE

PR Unit

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Financial Institution

Social Data

Central Team

Card Services

Web & Mobile Apps

Technical Group

PR

Retirement

Education Financial Services

Customer Care

Mortages

Auto Loans

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Web & Mobile Apps

• UX issues

• Competitive analysis

Social Data

Central Team

Card Services

Web & Mobile Apps

Technical Group

PR

Retirement


Customer Care

Mortages

Auto Loans

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Technical Group

• ATM Downtime

Social Data

Central Team

Card Services

Web & Mobile Apps

Technical Group

PR

Retirement


Customer Care

Mortages

Auto Loans

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PR

• Immediate reactions to release

• Steer & inform Messaging

• Assess velocity

Social Data

Central Team

Card Services

Web & Mobile Apps

Technical Group

PR

Retirement


Customer Care

Mortages

Auto Loans

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Customer Care

• Route & Triage

• Listen & Engage

• Analyze Topics

• QA ‘Tone’

• Measure Happiness

Social Data

Central Team

Card Services

Web & Mobile Apps

Technical Group

PR

Retirement


Customer Care

Mortages

Auto Loans

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The Social Operating

System

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Command center / Social Operating System

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Social Intelligence and the Command

Center

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War Room

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Customer needs & Market Dynamics

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Organizing for Social / Financial Institution

Social Data


Auto Loans

Card Services

Mortgages

Retirement

PR

Technical Group

Web & Mobile Apps

Customer Care

Analysis & Trend

Listen & Engage

Route & Triage

COMMAND CENTER

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Social Data


Auto Loans

Card Services

Mortgages

Retirement

PR

Technical Group

Web & Mobile Apps

Customer Care

Analysis & Trend

Listen & Engage

Route & Triage

COMMAND CENTER

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Social Data


Auto Loans

Card Services

Mortgages

Retirement

PR

Technical Group

Web & Mobile Apps

Customer Care

Analysis & Trend

Listen & Engage

Route & Triage

COMMAND CENTER

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Command Center - Benefits

• Collaboration

• Visibility

• Availability - Real-time marketing / content creation & informed reaction

• Physical, as well as data driven ‘hub’

• Statement – Customer first (A Shiny object and meaningful)

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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

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Q & A

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webinar: so what - evolving from social data to social intelligence

Social Media

traditional social media

social cpg voice

social intelligence

business data

social media command

publishers social networks

data whats

data runs