Reinventing Business with Social Command Centers (Beyond Social Media (WOM) Track)
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WOMMASummit presentation with Matt Anchin & Will McInnes Brandwatch and Monster.com will deliver a joint case study on how social command centers are reinventing business. Monster will present everyday uses of their social command center and its impact on their business practices. This talk will discuss the intricate insights command centers provide that distinguish a business in the realm of social media monitoring. Brandwatch will uncover innovative ways to improve business practices through visualizing the impact of campaigns, sentiment and reach, as well as help you understand the real-time marketing capabilities that arise from social command centers, and learnings on how to do social every day. Takeaways: 1. Visualize the impact of campaigns, sentiment, and reach 2. Learn new ways to improve business practices and how to do social every day 3. Find engagement opportunities with customers 4. Capabilities of real-time marketing via social command centers Big Company/Budget/Intermediate/C-Suite, marketers, community managers, CMOs, other curious brands
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Reinventing Business with Social Command Centers (Beyond Social Media (WOM) Track)
- 1. #wommasummit 1 © 2014 Brandwatch.com Reinventing Business with Social Command Centres Will McInnes CMO will@brandwatch.com Matt Anchin Monster matt.anchin@monster.com | @mattanchin
- 2. #wommasummit 2 © 2014 Brandwatch.com Monster.com/ Matt Anchin • SVP, Global Communications • HQ in Boston with executive offices in NYC, operations in 40+ countries • More than 200M people registered on Monster Network • Largest Job Ad Network (~75M U.V. monthly) • 50M+ Resumes; 300M Professional Social Profiles • 2,000+ Cloud-Based Customers
- 3. #wommasummit 3 © 2014 Brandwatch.com Brandwatch/ Will McInnes • CMO • 1000 clients, 30 in Fortune 100 • Based in NYC, with offices in SF, Berlin, Stuttgart and global HQ in Brighton UK • 2 products – Brandwatch Analytics and Vizia
- 4. #wommasummit 4 © 2014 Brandwatch.com Monster.com/ The shift toward social • 454th Commercial Internet Site • Original Internet Pioneer • Technology disruption of Social and Aggregation • Kicked off a reinvention of communications and social in earnest in 2013 • Focus on content, engagement, prominence and awareness • Put the ‘social’ back in social media and make it human. • Coincided with new strategic direction and products with Social as a core component
- 5. #wommasummit 5 © 2014 Brandwatch.com Monster.com/ The shift toward social • Our strategy is across three pillars, and social is a part of all of them: MONSTER REACH MONSTER CONNECTIONS MONSTER SOLUTIONS
- 6. #wommasummit 6 © 2014 Brandwatch.com Monster.com/ The shift toward social • Make social the center of the company • Opportunity emerged with a move to a new HQ to build out a command center space • Wanted to create a hive of activity – our nerve center, publicly facing and accessible, a showcase and personification of how our company thinks. • Feeds into customer briefing center • Communications, Marketing, Customer Service, Sales, Human Resources and more • Open door policy
- 7. #wommasummit 7 © 2014 Brandwatch.com Monster.com/ How it looks today
- 8. #wommasummit 8 © 2014 Brandwatch.com Command Center Approaches 1. Operational and cultural device – Monster.com 2. 360 degree customer care center – Top 3 Bank 3. Reactive / event specific – Jaguar for Superbowl
- 9. #wommasummit 9 © 2014 Brandwatch.com
- 10. #wommasummit 10 Photo taken by Chris Goldberg © 2014 Brandwatch.com
- 11. #wommasummit 11 © 2014 Brandwatch.com Command Center Approaches • 2. Ad-hoc event-driven • Planned eg. Super Bowl • Reactive eg. Crisis
- 12. #wommasummit 12 © 2014 Brandwatch.com
- 13. #wommasummit 13 © 2014 Brandwatch.com
- 14. #wommasummit 14 © 2014 Brandwatch.com
- 15. #wommasummit 15 © 2014 Brandwatch.com
- 16. #wommasummit 16 © 2014 Brandwatch.com Benefits of Social Command Centers 1. Engage people deeply – we are hardwired to be visual 2. Distribute your insights at scale – reach and engage people inside the organisation 3. Make better decisions, faster – like the bank, like the Jaguar guys 4. Share a single version of the truth 5. Look great while you do all of the above :)
- 17. #wommasummit 17 © 2014 Brandwatch.com Some nitty-gritty Services • Configuration • Implementation • Strategy • Development • Reporting • Training • Agency partners Hardware • Command center PCs • Monitors • Tablets • Kiosks Operating system • Data • Analytics • Visualization • Engagement Physical space • Location • Design & fabrication • Furniture! • Insurance!!
- 18. #wommasummit 18 © 2014 Brandwatch.com Monster.com/ Results & Experiences Huge internal interest and change • Employees see the Social Media Center as a resource, stopping by to ask about how social can assist in their individual business goals, as well as how they may use social on a personal/professional level. • All of our new sales hires are shown how to create a Twitter handle, and then are given guidance on how to use it during a visit to the Social Media Center as part of training. • This has driven increased positive employee social activity (making everyone is the brand), which in turn causes increased awareness of our brand in social for our customers.
- 19. #wommasummit 19 © 2014 Brandwatch.com Monster.com/ Results & Experiences What’s next • Continue to roll out social strategy on global scale, giving tools and brand guidelines, while letting local tone and culture shine. • Executive activation: Position our thought leaders in the social spotlight • Continued integration with product support: Enable sales and customer service to act as miniature social media teams, within reason. • Social-first marketing: Lead with the social component to a marketing campaign, understand how these tools can lead rather than follow other efforts.
- 20. #wommasummit 20 © 2014 Brandwatch.com Thank you! We’d love to answer your questions.
- 21. #wommasummit 21 © 2014 Brandwatch.com Find more content here: brandwatch.com/blog contact@brandwatch.com facebook.com/brandwatch @brandwatch plus.google.com/+brandwatch1
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- Hence this move that we’re experiencing towards putting social data on walls, in operations centers and the C-suite, in people’s hands. And lots of people have seen Twitter walls at events, for example, or one off marketing installations. But how do we use the power of visualization to really INSTITUTIONALIZE insights from social, to create BEHAVIOUR CHANGE? Have you guys experimented with displaying social data yet?
- This same bank have two ads ready to go, and play one – see the reaction and then play the next one. Real-time dynamic decision making They also tend to find out about ATM outages before the internal mechanisms do, via social. TAKEAWAY: Getting social data before anywhere else, so the business has had to evolve in order to be able to cope with that. (And for you guys, with seasons and supply chains and buying and so on, this is HARD. But it’s also hard for banks!).
- Add Jaguar
- Get some stories from Adam.
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