Trip to Oz and the Yellow brick road for the strategy, staffing and depth of roles for social media command centers

1. Binhammer Social Business
Social Business & Communications Consulting
A Trip To Oz
Social Media
Command Centers
for PR
Bulldog Reporter PR University
July 25, 2013

2. A Twister
….More Like an
Avalanche
2

3. 3
Listen, Learn, Engage & Act
2006: 4000 posts per day
2012: 25,000 post per day

4. Binhammer Social Business
Social Business & Communications Consulting
Off to the See the Wizard: Social Media
Command Center Operations
Critical component to find way
through the noise
• 300+ different search criteria
– Topics/Geography
– Volume and Sentiment
– Share of voice
• Monitoring: cycle through the
profiles
– eg: Negative sentiment -- industry
issue or competitive opportunity
– **Tip: Share of Voice because of news
announcement? Positive PR Results
• Internal visibility to size of
conversation and real time
• Software/Several Large Displays
• Customize dashboard/visuals

5. Binhammer Social Business
Social Business & Communications Consulting
Behind The Curtain of Oz: A Strategy
Based on Duality
**Tip: The Command Center Can’t
Do it All
• Volume and speed of Web requires subject
matter experts across businesses to be
listening/engaging in relation to what is
relevant to their job
• Social media listening tools on the desk
top where timely action can be taken
relevant employees
Operationalize at the “micro”
level of business. Continuing to
have “macro” perspective
• Command Center has the “macro” view
• broad business understanding & reporting
of global social commentary
• Crisis management and coordination
across various lines of business
• Brings meaning and integration across
business functions

6. Getting to Oz and Seeing the Wizard:
Team Works Together
Lead and support broader
business adoption to embed
listening across business
functions:
• Standardization of Listening
Tool
• Training to support
deployment across businesses
and functions
• Command Center team are
subject matter experts on
reporting, searches, best
practices
• Establish processes &
procedures.
• Coordination as needed.

7. Binhammer Social Business
Social Business & Communications Consulting
Reporting Along The Way
The Good and the Bad of the
Day/Week in Social Media
• **Tip: Daily/weekly report
of Top topics
• levels of discussion for
broader business
awareness.
• Internal email circulation
• Call outs, customer voices
and graphics

8. Binhammer Social Business
Social Business & Communications Consulting
The Meltdown: Hot Issues &Crisis
• **Tip: The dual strategy
ensures two sets of eyes and
ears across large scale
listening effort
• Employee Training focuses
on act in areas of your job
responsibilities, otherwise
get the issue to where it
belongs
Social Media Command Center
central clearing house
• Making sure the right people
across businesses are aware
• Acting or follow up before
blow up
• Alignment & coordination
with related business
functions so business speaks
with 1 voice

9. Binhammer Social Business
Social Business & Communications Consulting
Not in Kansas anymore: Search Terms –
The Yellow Brick Road of Listening
1. Your company
2. Your brands, products and services
3. Your competitors
4. Your “business segment”
5. **Tip: Your target customers or
audiences: what are they talking
about, generally and how do you
relate to that
6. **Tip: Does your software allow “on
the fly” searches when someone asks
for a report
7. **Tip: Where in social are those
conversations, is your business there?
8. **Tip: Visuals such as word cloud can
be a great pointer for where
attention needs to go

10. Binhammer Social Business
Social Business & Communications Consulting
No Place Like Home, 3x: Listen,
Understand and Act
Early Warning System/Crisis:
• Identification of issues impacting
customers;
**Tips: Analytics:
• Making sense of listening data to inform
business beyond measuring reach, share of
voice or sentiment. Identification of what
matters to customers to inform business
– process changes
– pain points/idea generation
– development of marketing positions or
specific materials
– content strategy
– Where the customer conversations are
and where you should be: Twitter,
Blogs, Forums, etc
– The opportunities of the positive –
identify and involve fans

11. Website & Blog: http://richardbinhammer.com
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Thank You
Binhammer Social Business
Social Business & Communications Consulting