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WOMMASummit presentation with Matt Anchin & Will McInnes Brandwatch and Monster.com will deliver a joint case study on how social command centers are reinventing business. Monster will present everyday uses of their social command center and its impact on their business practices. This talk will discuss the intricate insights command centers provide that distinguish a business in the realm of social media monitoring. Brandwatch will uncover innovative ways to improve business practices through visualizing the impact of campaigns, sentiment and reach, as well as help you understand the real-time marketing capabilities that arise from social command centers, and learnings on how to do social every day. Takeaways: 1. Visualize the impact of campaigns, sentiment, and reach 2. Learn new ways to improve business practices and how to do social every day 3. Find engagement opportunities with customers 4. Capabilities of real-time marketing via social command centers Big Company/Budget/Intermediate/C-Suite, marketers, community managers, CMOs, other curious brands
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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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© 2014 Brandwatch.com
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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© 2014 Brandwatch.com
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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© 2014 Brandwatch.com
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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© 2014 Brandwatch.com
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
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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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© 2014 Brandwatch.com
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© 2014 Brandwatch.com
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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© 2014 Brandwatch.com
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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© 2014 Brandwatch.com
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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brandwatch.com/blog
facebook.com/brandwatch
@brandwatch
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