Setting up your Command CenterStories from the front lines

Cory Hartlen

Product Marketing Manager

Marketing Cloud

@coryhartlen

Benefits of a Command Center

• Provides a centralized, at-a-glance understanding of online discussions around your brand, industry and competitors.

• Offers bite-size social intelligence in visually-engaging displays.

• Establish thought leadership in your industry.• Put Social Media at the heart of your everyday business.• Make Social something your entire organization can get

excited about.

Steps to Know you’re Ready

• Established listening model.• Social Media policy in place.• Playbook enabled, workflow and crisis escalation plan.• Engagement team, already trained on platform and policy.

The 4 Command Center Displays

• Advocates/Fans• Consumer Product Mentions• Where In The World• Most Popular Products

Jason Bennett Thatcher

Director, Social Media Listening

Center, Clemson University

@jasonbthatcher

Social Media Listening @ Clemson

Vision: A catalyst for sparking interdisciplinary research and pedagogy

that connects Clemson with the world.

Mission:

• Resource for students, faculty, and staff

• Focal point for industry relationships

• Develop new technologies necessary to analyze the social web

Social Media Listening @ Clemson

Social Media Listening @ Clemson

• From 200 million+ social media feeds collected by Radian6, we

elicit a “social view” of prospective students, on-campus activities,

outreach and athletics.

• Visualization of conversations

• Detailed analysis of keywords, themes, and influences

• Reach back via email, facebook and twitter to engage with our

stakeholders

Social Media Listening @ Clemson

• Command Center used to stimulate student, faculty, and staff

thinking about real world issues• Business Intelligence – Are customer problems local? Are demands for

new services universal?

• Social Intelligence – How do you track and respond to concerns about

conservation?

• Political intelligence – How do online conversations translate to offline

action on election day?

We interrupt this programing …

To bring you a live demonstration

- Will flip to a profile around a business

- Will flip to a profile around conservation

- Will use slides to talk about the elections project - This is being supported by a National Science Foundation grant.

SML @ CLEMSON: Social Web Election Listening

• Leverage the command center to:• Identify interesting races to follow

• Map offline conversations to online chatter

• Movement of “centers” of conversation over time

• Sentiment around individuals, parties, and issue sets as the

elections unfold

• Ultimate goal is to leverage Radian6 and the Command

Center to better inform how online conversations translate to

offline action.

Social Media Listening @ Clemson

Social Media Listening @ Clemson

Social Media Listening @ Clemson

Social Media Listening @ Clemson

SML @ CLEMSON: Lessons Learned

• Command Center is a tool for:• Visualizing conversations

• Communicating with stakeholders

• Problem identification

• High level analysis that lets us drill into focused conversations

Gloria Huang

Senior Social Engagement Specialist

@riaglo

Our Social Engagement Goals

1. Carry out the organization’s mission online.

2. Grow our network of passionate supporters.

3. Give the public a seat at our operational decision-making table.

What changed with Haiti…

Social Media becoming an integral part of disaster response

• Growing trend in U.S. and across the world in disasters to use

social media to seek help.

• More people using social media, mobile technology and online

news outlets in emergencies.

1. Trying to learn more about the disaster

2. Asking for help

3. Sharing information about well-being with family and

friends

Requests from the public (Alabama Tornadoes 2011)

tools

Digital Command Center

Engagement Console

Insights Dashboard

Training digital volunteers

• In-depth training on

engagement tactics

• Engagement console

training

• Group workflow and

reporting system

Engaging during Hurricane Isaac 2012

Results

• Leadership interest in and acceptance of social data reports during disasters

• Training developed for Red Cross employees and volunteers

• 20 trained staff members in various departments who can use software to

monitor and deal with day-to-day issues

Hurricane Isaac:

• 8 digital volunteers were trained and deployed

• Reviewed 2,307 posts and responded to 364 posts

• Provided services on the ground in 3 instances, directly as result of social

posts

Charlie Treadwell

Social & Digital Marketing Manager

@CharlieAtCisco

Click icon to add picture

Setting Up Your Social Media Command CenterCharlie Treadwell

@CharlieAtCisco

Social Media Marketing Manager, Cisco

Dreamforce, September 21, 2012

by ELuisCabrera

Why a Command Center?

Leveraging the High Ground

by compujeramey

Cisco’s Social Media Listening Center

Cisco’s Social Media Listening Center

San Jose London

Social Media Listening Center Visualizations

Operational

TraditionalExperimental

Impactful

Stage 5Fully Engaged

Stage 4

Stage 3

Stage 1Stage 2

• Dabbling in social listening occurs

• Initial understanding of conversation landscape

• Perceive potential benefits of listening

• Still disconnected to business operations

• Share insights broadly

• Key players/responders identified (i.e. product, marketing, support)

• Develop initial response process, start engaging

• Starts to be embedded in business operations

• Executive sponsorship

• Social listening and engagement drives real business results

• Cross-functional teams partner to listen, engage consistently and make changes based on insights

• Listening data matched with other data to provide real-time overall health of brand

• Customer understanding occurs via focus groups, surveys, or phone channel/support

• No concerted effort around social listening; possible skepticism about benefits

Based on Ant’s Eye View Social Engagement Journey: http://www.antseyeview.com/blog/the-social-engagement-journey-how-companies-are-transformed-by-social-media/

Customer Listening & Engagement Journey

Gaining INSIGHTS to drive real business results…

Find Fans and Advocates

Discover Product Issues

Crisis / Risk Management

Product Development Feedback

Competitive Insights

Uncover Influencers

Sales Leads

Capture Industry Trends

Message Penetration

Benefits of Listening

Identify Emerging Themes

Create a Playbook

• The Big Picture

• Plan

• Build

• Promote

• Implement

• Measure

• Resources and References

Can you add value?

Evaluate the purpose

Respond in kind & share

Thank the person

Unhappy Customer?

DedicatedComplainer?

Comedian Want-to-Be?

NegativePositive

Yes No

Do you want to respond?

No Response

No

Yes

Take reasonable action to fix issue and let customer know

action taken

Are the facts correct?

Gently correct the facts

No

No

No

Yes

Are the facts correct?

Does customer need/deserve more info?

Yes

Explain what is being done to correct the issue

Yes

Is the problem being fixed?

Yes

Let post stand and monitor

No

Yes

NoYes

Yes

Assess the message

Engagement Opportunity Framework

This framework was built using the USAF Blog Triage

Can you add value?

Evaluate the purpose

Respond in kind & share

Thank the person

Unhappy Customer?

DedicatedComplainer?

Comedian Want-to-Be?

NegativePositive

Yes No

Do you want to respond?

No Response

No

Yes

Take reasonable action to fix issue and let

customer know action taken

Are the facts correct?

Gently correct the facts

No

No

No

Yes

Are the facts correct?

Does customer need/deserve more

info?

Yes

Explain what is being done to correct the

issue

Yes

Is the problem being fixed?

Yes

Let post stand and monitor

NoYes

NoYes

Yes

Assess the message

Social Media Response Strategy

Listening Liaison Network

Customer Listening Center, Digital & Social Media Marketing

Dedicated Team for Support Response & Engagement,

Technical Services

Listening LiaisonProduct/Solution Marketing, etc.

Listening LiaisonCrisis Comms, etc.

Listening LiaisonProduct/Solution

Mktg, etc.

Listening LiaisonPartner/Field Mktg, etc.

SMEs

SMEs

Listening Liaison Network

Login to Engagement

Console

1) Review “My Tasks” in order of priority AND 2) SME Listening

Stack

Engage*

Include comments in

the Notes Section

Engage Level: Commented,

Awaiting Reply

Requires follow-up?

Appro-priate to Engage?

Engage Level: Resolved, no further action

NO

YES YES

NO

*Engage means that you will respondResponse may be posted through EC, sprinklr, etc.

Assign to someone

else?

Customer confirms resolve?

NO

Reassign; Engage Level: recommended

follow-up

Engage Level: Reviewed, closed,

no engagement required

YES

Follow-up; Repeat flow as

needed

YES

NO

Engage Level: Commented,

closed

Only complete

steps in Green if

not engaging

Listening Liaison Network Workflow Diagram

Listen Early and Listen Often

firmwaretracking

pushinghistory

routerallows

cloud

ciscoconnect

allowaccess

install

software

usinglinksys

dataautomatic

trust

security

10:00 AM, June 29th, Word Cloud Screen

Gather Intelligence… not Data

10:00 AM Issue Logged by Listening Team

Executive Briefing Center

CMO

Evolution of our Listening Center

Key Takeaways

• Enables an elevated perspective, does not replace

people on the front lines

• Create a playbook or process and identify priorities

• Develop a network of subject matter experts

• Shows company’s dedication to social and VoC

• Change agent for executive support… but

• Be prepared for challenging questions

Learn more at salesforce.com/marketing-cloud

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