How to set up a social media war room: a listening and engagement capability and facility for competitive advantage

1. March 2012 @TiffanyStJames

2. Hello!
Tiffany St James
Social Media Strategist
tiffany@stimulationltd.co.uk
@TiffanyStJames

3. What do we mean?
• 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 @TiffanyStJames
and engage in real-time social conversations

4. Some examples
Brand War Rooms: Gatorade Mission Control, Dell
Command Center, Nokia Agora Social Visualizer, @TiffanyStJames
Domino's Super Bowl Pizza War Room

5. Business Use of Social Media
• HR
• PR
• Direct Sales
• Customer Service
• Business Intelligence
@thebrandbuilder states only 5 uses of social media:
HR, PR, Direct Sales, Customer Service and @TiffanyStJames
Business Intelligence

6. Use cases
• 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
@TiffanyStJames

7. How do we go about it: wish list
• Objectives
• Audit
• Technology
• People Capabilities
• Product/Service Roadmap
• Reporting
• ROI
• Evolution
@TiffanyStJames

8. Objectives
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 @TiffanyStJames

9. Audit
• 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
@TiffanyStJames

10. Technology
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
@TiffanyStJames

11. People capabilities
• 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
@TiffanyStJames

12. Product and Service Roadmap
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, @TiffanyStJames
ROI and innovation behaviour in the business

13. Reporting
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
@TiffanyStJames

14. ROI
• 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
@TiffanyStJames

15. Evolution
• Linguistics
• Insight generation
• Broadcast automation
• Firehose analytics
• Social curation
Make time for revision, optimisation, review and
understanding of evolving technologies and practices
@TiffanyStJames

16. Thank you, let’s keep talking
Tiffany St James
Social Media Strategist
tiffany@stimulationltd.co.uk
@TiffanyStJames

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