@TiffanyStJames

March 2012

Hello!

Social Media Strategist

tiffany@stimulationltd.co.uk

Tiffany St James

@TiffanyStJames

What do we mean?

@TiffanyStJames

• A capability

• A facility

• Listen

• Gain insight

• Engage

• Data and analytics

• Socially and digitally

Social Media War Room definition:

a capability or facility to listen and gain insight

and engage in real-time social conversations

Some examples

@TiffanyStJames

Brand War Rooms: Gatorade Mission Control, Dell

Command Center, Nokia Agora Social Visualizer,

Domino's Super Bowl Pizza War Room

Business Use of Social Media

@TiffanyStJames

• HR

• PR

• Direct Sales

• Customer Service

• Business Intelligence

@thebrandbuilder states only 5 uses of social media:

HR, PR, Direct Sales, Customer Service and

Business Intelligence

Use cases

@TiffanyStJames

• Amplify campaigns

• Business intelligence

• Monitor discussions

• Monitor industry environment

• Real-time conversation

• Reputation Management

• Social Customer Service

• Seed content

• Track brand engagement

• War News Rooms

War Rooms can be used to track, monitor, analyse,

amplify, engage, seed content and protect reputation

How do we go about it: wish list

@TiffanyStJames

• Objectives

• Audit

• Technology

• People Capabilities

• Product/Service Roadmap

• Reporting

• ROI

• Evolution

Objectives

@TiffanyStJames

Business vision

Business objectives

Business aspirations

Marketplace footprint

What will a Social Media

War Room achieve for

your business?

Be REALLY clear on your objectives before you start

Audit

@TiffanyStJames

• Business objectives

• Competitor services

• Industry inspiration

• Non-industry

inspiration

• Internal interviews

• Social Media

Touchpoints Map

Develop understanding of the opportunities a War

Room can support throughout your entire business

Technology

@TiffanyStJames

Off the shelf

• Monitoring

• Engaging

• Workflow

• Dashboards

Self-build

• APIs and dashboards

• Linguistics

• Root-cause analysis

• Fire Hose peaks

Moore’s law and open innovation: new tools will

develop and evolve. Continuous optimisation

People capabilities

@TiffanyStJames

• Attitude

• Aptitude

• Capability

• Capacity

• New peeps vs training

• Culture

Understand your current talent and their aspirations:

train, develop or hire people for objective-led purposes

Product and Service Roadmap

@TiffanyStJames

Current understanding

• Business Objectives

• Current offering

• Culture

Speed to market

• Cost of sales

• Client-led

• Skills in-house

• New skills needed

• Revenue generation

• Desire

Products and services you develop will depend upon

the value to the business, cost of sale, speed to market,

ROI and innovation behaviour in the business

Reporting

@TiffanyStJames

Objectives

• Why are you listening?

• What are you going to do

with what you hear?

Planning

• Insights to action

• Listening and

Engagement plans

Output

• Roles

• Format

• Frequency

How are you going to action the insights you gain:

this will determine how you report and optimise

ROI

@TiffanyStJames

• Different people need

different metrics

• All endeavour is

measurable

• Ensure you are

measuring against the

objectives set

• Business environment

metrics

The value of endeavours can be calculated, you need

good metrics in place in other parts of the business

Evolution

@TiffanyStJames

• Linguistics

• Insight generation

• Broadcast automation

• Firehose analytics

• Social curation

Make time for revision, optimisation, review and

understanding of evolving technologies and practices

Thank you, let’s keep talking

Social Media Strategist

tiffany@stimulationltd.co.uk

Tiffany St James

@TiffanyStJames

Digital: • strategy • training programmes • social engagement • amplification