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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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© 2014 Brandwatch.com
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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© 2014 Brandwatch.com
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
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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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© 2014 Brandwatch.com© 2014 Brandwatch.com
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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© 2014 Brandwatch.com
Organizing for Social / CPG
Voice of the Customer
SocialMediaTeam
Crisis Team
Research Team
CORPORATE
Brand teams
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© 2014 Brandwatch.com
Organizing for Social / CPG
Voice of the Customer
SocialMediaTeam
Crisis Team
Research Team
CORPORATE
PR Unit
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© 2014 Brandwatch.com
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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© 2014 Brandwatch.com
Financial Institution
Web & Mobile Apps
• UX issues
• Competitive analysis
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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© 2014 Brandwatch.com
Financial Institution
Technical Group
• ATM Downtime
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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Financial Institution
PR
• Immediate reactions to release
• Steer & inform Messaging
• Assess velocity
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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Financial Institution
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
Education Financial Services
Customer Care
Mortages
Auto Loans
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© 2014 Brandwatch.com© 2014 Brandwatch.com
The Social Operating
System
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© 2014 Brandwatch.com
Command center / Social Operating System
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Command center / Social Operating System
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© 2014 Brandwatch.com
Command center / 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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© 2014 Brandwatch.com
War Room
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Customer needs & Market Dynamics
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© 2014 Brandwatch.com
Organizing for Social / Financial Institution
Social Data
Education Financial Services
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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© 2014 Brandwatch.com
Organizing for Social / Financial Institution
Social Data
Education Financial Services
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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© 2014 Brandwatch.com
Organizing for Social / Financial Institution
Social Data
Education Financial Services
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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© 2014 Brandwatch.com
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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© 2014 Brandwatch.com
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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© 2014 Brandwatch.com© 2014 Brandwatch.com
Q & A
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© 2014 Brandwatch.com
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