Optimizing for the speed of social
May 10, 2015
Optimizing for the speed of social
© 2013 Brandwatch | www.brandwatch.com 2
Sebastian HempsteadEVP, North America - Brandwatch
@sebhempstead
@brandwatch / #brandwatch
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4© 2013 Brandwatch | www.brandwatch.com© 2013 Spredfast | www.spredfast.com
5© 2013 Brandwatch | www.brandwatch.com© 2013 Spredfast | www.spredfast.com
Source: Edelman Trust Barometer 2013
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Source: Edelman Trust Barometer 2013Source: Edelman Trust Barometer 2013
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Organizing for Social/ Enterprise social media is evolving
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DecentralizedNo one department
manages or coordinates;Efforts bubble up from the
edges of the company
CentralizedOne department (like Corp Communications) manages
all social activities
Hub and SpokeA cross-functional team sits in a centralized position and
helps various nodes such as business units
Multiple Hub and Spoke(“Dandelion”)
Similar to Hub and Spoke but applicable to multinational companies where “companies” within companies”
act nearly autonomously from each other under a common brand
HolisticEveryone in the company uses social media safely
and consistently across all organizations
9.4%
10.8%
29.1%
28.8%
35.4%
41%
2.4%
1.4%
23.6%
18%
2012
2010
Source: Altimeter – The State of Social Business 2013
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Organizing for Social/ Hub and spoke model
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SocialHub
Customized Access• Custom dashboards• Custom data
structure• Custom Vizia views• Custom SMMS
streams
Hub Management• User management• Sharing controls• Analytics Power Users• Query Management• Dashboard management• Vizia Admin• SMMS Admin
Automation• Automated
categorization• Automated tagging • Automated prioritization• Automated Routing • Automated Filtering
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Organizing for Social/ Hub and spoke model
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DDOS/ Alert!
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Legal
Corporate Comms / PR
Technology & Security
Customer Care
Social Media Command
Center
DDOS/ Engage
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Social Media Command
Center
Corporate Comms / PR
Customer Care
DDOS/ Inform
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Legal
Corporate Comms / PR
Technology & Security
Customer Care
Social Media Command
Center
Small Business
Credit Card
Marketing
Organizing for social/ Expanding engagement
© 2013 Brandwatch | www.brandwatch.com 15
• Starts with @brand
• Progress to valued conversations not @brand
• Engage with posts mentioning competitors like reviews and complaints.
• Create a brand that is engaged and regarded as knowledgeable and helpful by answering questions and sharing content around key topics. Re-build trust.
brandbrand
CompetitorsCompetitors
TopicsTopics
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Contact
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Email /[email protected]
Document LimitationThe information given in this document has been checked for accuracy and completeness however Brandwatch and Spredfast shall not be liable for any errors or omissions.
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