Optimizing for the Speed of Social - BDI 12/4/13 The Future of Financial Services Communications: Case Studies and Roundtables

Optimizing for the speed of social

© 2013 Brandwatch | www.brandwatch.com 2

Sebastian HempsteadEVP, North America - Brandwatch

@sebhempstead

@brandwatch / #brandwatch

3© 2013 Brandwatch | www.brandwatch.com© 2013 Spredfast | www.spredfast.com



Source: Edelman Trust Barometer 2013


Source: Edelman Trust Barometer 2013Source: Edelman Trust Barometer 2013


Organizing for Social/ Enterprise social media is evolving

8

DecentralizedNo one department

manages or coordinates;Efforts bubble up from the

edges of the company

CentralizedOne department (like Corp Communications) manages

all social activities

Hub and SpokeA cross-functional team sits in a centralized position and

helps various nodes such as business units

Multiple Hub and Spoke(“Dandelion”)

Similar to Hub and Spoke but applicable to multinational companies where “companies” within companies”

act nearly autonomously from each other under a common brand

HolisticEveryone in the company uses social media safely

and consistently across all organizations

9.4%

10.8%

29.1%

28.8%

35.4%

41%

2.4%

1.4%

23.6%

18%

2012

2010

Source: Altimeter – The State of Social Business 2013

© 2013 Brandwatch | www.brandwatch.com© 2013 Spredfast | www.spredfast.com

Organizing for Social/ Hub and spoke model

9

SocialHub

Customized Access• Custom dashboards• Custom data

structure• Custom Vizia views• Custom SMMS

streams

Hub Management• User management• Sharing controls• Analytics Power Users• Query Management• Dashboard management• Vizia Admin• SMMS Admin

Automation• Automated

categorization• Automated tagging • Automated prioritization• Automated Routing • Automated Filtering



Organizing for Social/ Hub and spoke model


DDOS/ Alert!


Legal

Corporate Comms / PR

Technology & Security

Customer Care

Social Media Command

Center

DDOS/ Engage



Center


Customer Care

DDOS/ Inform


Legal


Technology & Security

Customer Care


Center

Small Business

Credit Card

Marketing

Organizing for social/ Expanding engagement

© 2013 Brandwatch | www.brandwatch.com 15

• Starts with @brand

• Progress to valued conversations not @brand

• Engage with posts mentioning competitors like reviews and complaints.

• Create a brand that is engaged and regarded as knowledgeable and helpful by answering questions and sharing content around key topics. Re-build trust.

brandbrand

CompetitorsCompetitors

TopicsTopics



Contact

18

Email /[email protected]

Document LimitationThe information given in this document has been checked for accuracy and completeness however Brandwatch and Spredfast shall not be liable for any errors or omissions.

Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom
