edelman's "sicc" (social intelligence command center)
Post on 17-Oct-2014
8.770 views
DESCRIPTION
Edelman's Social Intelligence Command Center or "SICC" is the industry's most unique command center approach offered by a professional services firm. The room, process, staffing and model is designed to not only monitor and engage based on social intelligence, but to function as a "social newsroom" creating content in real time.TRANSCRIPT
![Page 1: Edelman's "SICC" (Social Intelligence Command Center)](https://reader034.vdocument.in/reader034/viewer/2022050815/5441816bafaf9f4e208b472b/html5/thumbnails/1.jpg)
SICCsocial intelligence command center
SICCsocial intelligence command center
SICCsocial intelligence command center
LISTEN, ENGAGE, MEASURE, REPEAT !
![Page 2: Edelman's "SICC" (Social Intelligence Command Center)](https://reader034.vdocument.in/reader034/viewer/2022050815/5441816bafaf9f4e208b472b/html5/thumbnails/2.jpg)
“the controversy, stoked by heated comments on social media sites like Twitter, has turned off some longtime supporters, resulting in reduced fund-raising at some affiliates.”
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Volkswagen is an Edelman client
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“That's what gave the Red Cross access to those in the storm's path, to dole out instantaneous advice and what they call digital hugs.”
![Page 5: Edelman's "SICC" (Social Intelligence Command Center)](https://reader034.vdocument.in/reader034/viewer/2022050815/5441816bafaf9f4e208b472b/html5/thumbnails/5.jpg)
Today, an organization’s content and engagement tactics are only as good as the INSIGHTS, PLANNING & STRATEGY which inform it.
Companies looking to be more effective in their communications and the business value derived from them are looking hard at real time DATA. Logically, better Data on what people are interested will yield the right kind of INTELLIGENCE which in turn informs the smartest decisions and ACTIONS.
MEASURING results on an ongoing basis, will yield new DATA on what worked, or didn’t, providing future INSIGHTS for PLANNING, STRATEGY & EXECUTION.
DATA ANALYSIS INSIGHTS PLANNING & STRATEGY PROGRAM MEASUREMENT
![Page 6: Edelman's "SICC" (Social Intelligence Command Center)](https://reader034.vdocument.in/reader034/viewer/2022050815/5441816bafaf9f4e208b472b/html5/thumbnails/6.jpg)
TRADITIONAL HYBRID
SOCIAL OWNED
ESTABLISHED MEDIA OUTLETS
(IE, NEW YORK TIMES)
YOUR ORGANIZATION’S DIGITAL PROPERTIES
(IE, WEBSITES & MOBILE)
NICHE MEDIA OUTLETS (IE, MASHABLE)
SOCIAL NETWORKS & PLATFORMS (IE, TWITTER )
![Page 7: Edelman's "SICC" (Social Intelligence Command Center)](https://reader034.vdocument.in/reader034/viewer/2022050815/5441816bafaf9f4e208b472b/html5/thumbnails/7.jpg)
![Page 8: Edelman's "SICC" (Social Intelligence Command Center)](https://reader034.vdocument.in/reader034/viewer/2022050815/5441816bafaf9f4e208b472b/html5/thumbnails/8.jpg)
NETWORKS
MEDIA
SICCsocial intelligence command center
SICCsocial intelligence command center
SICCsocial intelligence command center
SICCsocial intelligence command center
SICCsocial intelligence command center
SICCsocial intelligence command center
LISTEN (SICC)
PRODUCE (On-Location & SICC)
PUBLISH AMPLIFY MONITOR & MEASURE
Create Content Traditional
Owned
Hybrid
Social
Requires multi-disciplinary team construct (both Edelman and client) and inter-departmental internal collaboration
SICCsocial intelligence command center
SICCsocial intelligence command center
SICCsocial intelligence command center
Create Content
![Page 9: Edelman's "SICC" (Social Intelligence Command Center)](https://reader034.vdocument.in/reader034/viewer/2022050815/5441816bafaf9f4e208b472b/html5/thumbnails/9.jpg)
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Program Management
Measurement & Analytics
CONTENT OPTIMIZATION WRITE, DESIGN, PRODUCE, SHOOT,
MONITOR, & MODERATE OUTREACH, DISTRIBUTION & AMPLIFICATION
z
Listening Insights
SOCIAL ANALYSIS
(CONVERSATIONAL DATA)
SEARCH ANALYSIS (SEARCH DATA)
![Page 11: Edelman's "SICC" (Social Intelligence Command Center)](https://reader034.vdocument.in/reader034/viewer/2022050815/5441816bafaf9f4e208b472b/html5/thumbnails/11.jpg)
What idea drives the story? CONCEIVE
CREATE COMMUNICATE How does content create
the desired outcome? Where can content drive conversation?
SICCsocial intelligence command center
SICCsocial intelligence command center
SICCsocial intelligence command center
![Page 12: Edelman's "SICC" (Social Intelligence Command Center)](https://reader034.vdocument.in/reader034/viewer/2022050815/5441816bafaf9f4e208b472b/html5/thumbnails/12.jpg)
• REAL TIME ANALYTICS & TEAM BRIEFINGS Taxonomies customized and developed for activations shape listening and result in informed client and Edelman team briefings.
• CONTENT STRATEGY & DEVELOPMENT Data and analysis informs content strategy, creation, aggregation and trans media storytelling.
![Page 13: Edelman's "SICC" (Social Intelligence Command Center)](https://reader034.vdocument.in/reader034/viewer/2022050815/5441816bafaf9f4e208b472b/html5/thumbnails/13.jpg)
• COMMUNITY MANAGEMENT Monitoring and coordination between client and Edelman community management teams informs engagement strategy and tactics.
• DATA DRIVEN INSIGHTS & ANALYSIS Detailed reports summarize trends, results and actions of activation while providing long term insights for future activations.
![Page 14: Edelman's "SICC" (Social Intelligence Command Center)](https://reader034.vdocument.in/reader034/viewer/2022050815/5441816bafaf9f4e208b472b/html5/thumbnails/14.jpg)
• CRISIS MANAGEMENT Concentrated monitoring and rapid response protocol.
• EVENTS & CAMPAIGNS Planning and execution for short term activities including pre, during and post activation activities.
• TRAINING & CONSULTATION Training for staff and in-house resources which covers staffing, process design and technology integration.
![Page 15: Edelman's "SICC" (Social Intelligence Command Center)](https://reader034.vdocument.in/reader034/viewer/2022050815/5441816bafaf9f4e208b472b/html5/thumbnails/15.jpg)
• DMI DAIRY EVENT SICC used to coordinate client and Edelman teams while acting as centralized command and control coordinating monitoring and content development.
• HILTON’S CONRAD “POP-UP CONCIERGE” Monitoring and response combined with coordination between offsite Chicago and NY Teams.
• GLOBAL ENTERTAINMENT TRAVEL BRAND “COMMAND CENTER” SICC used as template for in house real time monitoring, response and engagement staffing and process.
• EDELMAN FOOD
“WEIGHT OF THE NATION” Insights and analysis of weight of the nation documentary on obesity custom tailored to the food industry.
![Page 16: Edelman's "SICC" (Social Intelligence Command Center)](https://reader034.vdocument.in/reader034/viewer/2022050815/5441816bafaf9f4e208b472b/html5/thumbnails/16.jpg)
Watch the video: http://youtu.be/554Bk9ef6vY
SICCsocial intelligence command center
SICCsocial intelligence command center
SICCsocial intelligence command center
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Engagement window
Engagement window
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DMI is an Edelman client
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David Armano Digital Innovation & Integration [email protected]
Kirsten Miller Digital Strategy Aniz Ruda Digital Analytics
EDELMANDIGITAL.COM
Kate Zimmer Digital Strategy
![Page 22: Edelman's "SICC" (Social Intelligence Command Center)](https://reader034.vdocument.in/reader034/viewer/2022050815/5441816bafaf9f4e208b472b/html5/thumbnails/22.jpg)
SICCsocial intelligence command center
SICCsocial intelligence command center
SICCsocial intelligence command center
LISTEN, ENGAGE, MEASURE, REPEAT !