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© 2014 Brandwatch.com
Reinventing Business with Social Command Centres
CMO
Will McInnesMonster
[email protected] | @mattanchin
Matt Anchin
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Monster.com/ Matt Anchin
• SVP, Global Communications
• HQ in Boston with executive offices in
NYC, operations in 40+ countries
• More than 200M people registered on
Monster Network
• Largest Job Ad Network (~75M U.V.
monthly)
• 50M+ Resumes; 300M Professional
Social Profiles
• 2,000+ Cloud-Based Customers
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© 2014 Brandwatch.com
Brandwatch/ Will McInnes
• CMO
• 1000 clients, 30 in Fortune 100
• Based in NYC, with offices in SF,
Berlin, Stuttgart and global HQ in
Brighton UK
• 2 products – Brandwatch Analytics
and Vizia
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Monster.com/ The shift toward social
• 454th Commercial Internet Site
• Original Internet Pioneer
• Technology disruption of Social and Aggregation
• Kicked off a reinvention of communications and social in earnest in 2013
• Focus on content, engagement, prominence and awareness
• Put the ‘social’ back in social media and make it human.
• Coincided with new strategic direction and products with Social as a core
component
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Monster.com/ The shift toward social
• Our strategy is across three pillars, and social is a part of all of them:
REACH
MONSTER
CONNECTIONS
MONSTER
SOLUTIONS
MONSTER
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Monster.com/ The shift toward social
• Make social the center of the company
• Opportunity emerged with a move to a new HQ to build out a command center space
• Wanted to create a hive of activity – our nerve center, publicly facing and accessible, a showcase and personification of how our company thinks.
• Feeds into customer briefing center
• Communications, Marketing, Customer Service, Sales, Human Resources and more
• Open door policy
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Monster.com/ How it looks today
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Command Center Approaches
1. Operational and cultural device – Monster.com
2. 360 degree customer care center – Top 3 Bank
3. Reactive / event specific – Jaguar for Superbowl
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© 2014 Brandwatch.com
Photo taken by Chris Goldberg
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© 2014 Brandwatch.com
Command Center Approaches
• 2. Ad-hoc event-driven
• Planned eg. Super Bowl
• Reactive eg. Crisis
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© 2014 Brandwatch.com
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© 2014 Brandwatch.com
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© 2014 Brandwatch.com
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Benefits of Social Command Centers
1. Engage people deeply – we are hardwired to be visual
2. Distribute your insights at scale – reach and engage people inside the organisation
3. Make better decisions, faster – like the bank, like the Jaguar guys
4. Share a single version of the truth
5. Look great while you do all of the above :)
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Some nitty-grittyServices
• Configuration
• Implementation
• Strategy
• Development
• Reporting
• Training
• Agency partners
Hardware
• Command center PCs
• Monitors
• Tablets
• Kiosks
Operating system
• Data
• Analytics
• Visualization
• Engagement
Physical space
• Location
• Design & fabrication
• Furniture!
• Insurance!!
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Monster.com/ Results & Experiences
Huge internal interest and change
• Employees see the Social Media Center as a resource, stopping by to ask about
how social can assist in their individual business goals, as well as how they may use
social on a personal/professional level.
• All of our new sales hires are shown how to create a Twitter handle, and then are
given guidance on how to use it during a visit to the Social Media Center as part of
training.
• This has driven increased positive employee social activity (making everyone is the
brand), which in turn causes increased awareness of our brand in social for our
customers.
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Monster.com/ Results & Experiences
What’s next
• Continue to roll out social strategy on global scale, giving tools and brand
guidelines, while letting local tone and culture shine.
• Executive activation: Position our thought leaders in the social spotlight
• Continued integration with product support: Enable sales and customer service to
act as miniature social media teams, within reason.
• Social-first marketing: Lead with the social component to a marketing campaign,
understand how these tools can lead rather than follow other efforts.
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© 2014 Brandwatch.com
Thank you!
We’d love to answer your questions.
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© 2014 Brandwatch.com
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