Edelman's Social Intelligence Command Center (SICC)

SICCsocial intelligence command center



LISTEN, ENGAGE, MEASURE, REPEAT !

“the controversy, stoked by heated comments on social media sites like Twitter, has turned off some longtime supporters, resulting in reduced fund-raising at some affiliates.”

Volkswagen is an Edelman client

“That's what gave the Red Cross access to those in the storm's path, to dole out instantaneous advice and what they call digital hugs.”

Today, an organization’s content and engagement tactics are only as good as the INSIGHTS, PLANNING & STRATEGY which inform it.

Companies looking to be more effective in their communications and the business value derived from them are looking hard at real time DATA. Logically, better Data on what people are interested will yield the right kind of INTELLIGENCE which in turn informs the smartest decisions and ACTIONS.

MEASURING results on an ongoing basis, will yield new DATA on what worked, or didn’t, providing future INSIGHTS for PLANNING, STRATEGY & EXECUTION.

DATA ANALYSIS INSIGHTS PLANNING & STRATEGY PROGRAM MEASUREMENT

TRADITIONAL HYBRID

SOCIAL OWNED

ESTABLISHED MEDIA OUTLETS

(IE, NEW YORK TIMES)

YOUR ORGANIZATION’S DIGITAL PROPERTIES

(IE, WEBSITES & MOBILE)

NICHE MEDIA OUTLETS (IE, MASHABLE)

SOCIAL NETWORKS & PLATFORMS (IE, TWITTER )

NETWORKS

MEDIA







LISTEN (SICC)

PRODUCE (On-Location & SICC)

PUBLISH AMPLIFY MONITOR & MEASURE

Create Content Traditional

Owned

Hybrid

Social

Requires multi-disciplinary team construct (both Edelman and client) and inter-departmental internal collaboration




Create Content

Program Management

Measurement & Analytics

CONTENT OPTIMIZATION WRITE, DESIGN, PRODUCE, SHOOT,

MONITOR, & MODERATE OUTREACH, DISTRIBUTION & AMPLIFICATION

z

Listening Insights

SOCIAL ANALYSIS

(CONVERSATIONAL DATA)

SEARCH ANALYSIS (SEARCH DATA)

What idea drives the story? CONCEIVE

CREATE COMMUNICATE How does content create

the desired outcome? Where can content drive conversation?




•  REAL TIME ANALYTICS & TEAM BRIEFINGS Taxonomies customized and developed for activations shape listening and result in informed client and Edelman team briefings.

•  CONTENT STRATEGY & DEVELOPMENT Data and analysis informs content strategy, creation, aggregation and trans media storytelling.

•  COMMUNITY MANAGEMENT Monitoring and coordination between client and Edelman community management teams informs engagement strategy and tactics.

•  DATA DRIVEN INSIGHTS & ANALYSIS Detailed reports summarize trends, results and actions of activation while providing long term insights for future activations.

•  CRISIS MANAGEMENT Concentrated monitoring and rapid response protocol.

•  EVENTS & CAMPAIGNS Planning and execution for short term activities including pre, during and post activation activities.

•  TRAINING & CONSULTATION Training for staff and in-house resources which covers staffing, process design and technology integration.

•  DMI DAIRY EVENT SICC used to coordinate client and Edelman teams while acting as centralized command and control coordinating monitoring and content development.

•  HILTON’S CONRAD “POP-UP CONCIERGE” Monitoring and response combined with coordination between offsite Chicago and NY Teams.

•  GLOBAL ENTERTAINMENT TRAVEL BRAND “COMMAND CENTER” SICC used as template for in house real time monitoring, response and engagement staffing and process.

•  EDELMAN FOOD

“WEIGHT OF THE NATION” Insights and analysis of weight of the nation documentary on obesity custom tailored to the food industry.

Watch the video: http://youtu.be/554Bk9ef6vY




Engagement window

Engagement window

DMI is an Edelman client

David Armano Digital Innovation & Integration [email protected]

Kirsten Miller Digital Strategy Aniz Ruda Digital Analytics

EDELMANDIGITAL.COM

Kate Zimmer Digital Strategy




LISTEN, ENGAGE, MEASURE, REPEAT !

Technology

Edelman's Social Intelligence Command Center (SICC)