A Trip to Oz: Social Media Command Centers

Binhammer Social BusinessSocial Business & Communications Consulting

A Trip To Oz

Social Media

Command Centers

for PR

Bulldog Reporter PR University

July 25, 2013

A Twister

….More Like an

Avalanche

2

3

Listen, Learn, Engage & Act

2006: 4000 posts per day

2012: 25,000 post per day

Binhammer Social BusinessSocial Business & Communications Consulting

Off to the See the Wizard: Social Media

Command Center Operations

Critical component to find way through the noise

• 300+ different search criteria

– Topics/Geography

– Volume and Sentiment

– Share of voice

• Monitoring: cycle through the profiles– eg: Negative sentiment -- industry

issue or competitive opportunity

– **Tip: Share of Voice because of news announcement? Positive PR Results

• Internal visibility to size of conversation and real time

• Software/Several Large Displays

• Customize dashboard/visuals

Binhammer Social BusinessSocial Business & Communications Consulting

Behind The Curtain of Oz: A Strategy

Based on Duality

**Tip: The Command Center Can’t

Do it All• Volume and speed of Web requires subject

matter experts across businesses to be

listening/engaging in relation to what is

relevant to their job

• Social media listening tools on the desk

top where timely action can be taken

relevant employees

Operationalize at the “micro”

level of business. Continuing to

have “macro” perspective• Command Center has the “macro” view

• broad business understanding & reporting

of global social commentary

• Crisis management and coordination

across various lines of business

• Brings meaning and integration across

business functions

Getting to Oz and Seeing the Wizard:

Team Works TogetherLead and support broader

business adoption to embed

listening across business

functions:

• Standardization of Listening

Tool

• Training to support

deployment across businesses

and functions

• Command Center team are

subject matter experts on

reporting, searches, best

practices

• Establish processes &

procedures.

• Coordination as needed.

Binhammer Social BusinessSocial Business & Communications Consulting

Reporting Along The Way

The Good and the Bad of the

Day/Week in Social Media

• **Tip: Daily/weekly report

of Top topics

• levels of discussion for

broader business

awareness.

• Internal email circulation

• Call outs, customer voices

and graphics

Binhammer Social BusinessSocial Business & Communications Consulting

The Meltdown: Hot Issues &Crisis

• **Tip: The dual strategy

ensures two sets of eyes and

ears across large scale

listening effort

• Employee Training focuses

on act in areas of your job

responsibilities, otherwise

get the issue to where it

belongs

Social Media Command Center

central clearing house

• Making sure the right people

across businesses are aware

• Acting or follow up before

blow up

• Alignment & coordination

with related business

functions so business speaks

with 1 voice

Binhammer Social BusinessSocial Business & Communications Consulting

Not in Kansas anymore: Search Terms –

The Yellow Brick Road of Listening

1. Your company

2. Your brands, products and services

3. Your competitors

4. Your “business segment”

5. **Tip: Your target customers or audiences: what are they talking about, generally and how do you relate to that

6. **Tip: Does your software allow “on the fly” searches when someone asks for a report

7. **Tip: Where in social are those conversations, is your business there?

8. **Tip: Visuals such as word cloud can be a great pointer for where attention needs to go

Binhammer Social BusinessSocial Business & Communications Consulting

No Place Like Home, 3x: Listen,

Understand and Act

Early Warning System/Crisis:

• Identification of issues impacting

customers;

**Tips: Analytics:

• Making sense of listening data to inform

business beyond measuring reach, share of

voice or sentiment. Identification of what

matters to customers to inform business

– process changes

– pain points/idea generation

– development of marketing positions or

specific materials

– content strategy

– Where the customer conversations are

and where you should be: Twitter,

Blogs, Forums, etc

– The opportunities of the positive –

identify and involve fans

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Thank You

Binhammer Social BusinessSocial Business & Communications Consulting