Create a Customer Connection Engine Room
Derek Laney Director Product Marketing @derektweets
To Become a Customer Company:
Listen & Engage Everywhere
Paid
Digital & Social Ads Brand & Community Stories
TV Ads
Today’s Media Mix is Changing
Owned
Content Videos, Ebooks, Infographics
Direct Mail Yeste
rday
Toda
y
Earned
Conversations User Generated
Free Ink
#1 Social Marketing Platform
#1 in Social Publishing #1 in Social Listening
Customers:
#1 in Social Advertising
Retweets: 26,000 +
Likes: 20,000+
Total Potential Reach:
31,215,426
Lead time: <10 Minutes
customer companies use
technology to connect with
customers in entirely new ways
Command Centre – the Connection Engine Room
Resource: 10 Examples
Today’s Learning Objectives, to Answer:
Why a command centre
What is a command centre
How do we implement
The Maturity Model Guides the Way
Individual
Team
Process
Organisation
Resource: Social Media
Maturity Model
A Command Centre is People, Process, Technology
http://bit.ly/NABSMCC
The Maturity Model Guides the Way
Resource: Social Media
Maturity Model
Listen
Respond
Participate
Engage and Create
Am I ready for this?
Resource: Jeremiah Owyang, Altimeter: Prioritizing for Scale – #DF12
Prepare to Engage at Scale
Compile Your Playbook
Resource: Build a Playbook
• Business Objectives
• Roles & Responsibilities
• The Plays
• The Workflow
• Escalation
• Reporting
Sam Zivot Digital Strategist @doctorz
Strategy
Listening
Our Playbook - Content
Move, Nourish, Believe
Our Playbook - Engagement
Seek Opinions Activate Advocates Involve in Design
Measuring Success
Social Goals Sales Goals
Thank You
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