dreamforce command center
Post on 07-May-2015
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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
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
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
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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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