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Setting Up Your Social Media Command CenterSetting Up Your Social Media Command CenterCharlie Treadwell
@CharlieAtCisco
Social Media Marketing Manager, Cisco
Dreamforce, September 21, 2012
Cisco’s Social Media Listening Center
Cisco’s Social Media Listening Center
San Jose London
Social Media Listening Center Visualizations
Operational
TraditionalExperimental
Impactful
Stage 5Fully Engaged
Stage 5Fully Engaged
Stage 4
Stage 3
Stage 1Stage 2
• Dabbling in social listening occurs
• Initial understanding of conversation landscape
• Perceive potential benefits of listening
• Still disconnected to business operations
• Share insights broadly
• Key players/responders identified (i.e. product, marketing, support)
• Develop initial response process, start engaging
• Starts to be embedded in business operations
• Executive sponsorship
• Social listening and engagement drives real business results
• Cross-functional teams partner to listen, engage consistently and make changes based on insights
• Listening data matched with other data to provide real-time overall health of brand
• Customer understanding occurs via focus groups, surveys, or phone channel/support
• No concerted effort around social listening; possible skepticism about benefits
Based on Ant’s Eye View Social Engagement Journey: http://www.antseyeview.com/blog/the-social-engagement-journey-how-companies-are-transformed-by-social-media/
Customer Listening & Engagement Journey
Gaining INSIGHTS to drive real business results…
Find Fans and Advocates
Discover Product Issues
Crisis / Risk Management
Product Development Feedback
Competitive Insights
Uncover Influencers
Sales Leads
Capture Industry Trends
Message Penetration
Benefits of Listening
Identify Emerging Themes
Create a Playbook
• The Big Picture
• Plan
• Build
• Promote
• Implement
• Measure
• Resources and References
Can you add value?
Can you add value?
Evaluate the purpose
Evaluate the purpose
Respond in kind & share
Respond in kind & share Thank the personThank the person
Unhappy Customer?
Unhappy Customer?
DedicatedComplainer?
DedicatedComplainer?
Comedian Want-to-Be?
Comedian Want-to-Be?
NegativePositive
Yes No
Do you want to respond?
Do you want to respond?
No ResponseNo Response
No
Yes
Take reasonable action to fix issue and let customer know
action taken
Take reasonable action to fix issue and let customer know
action taken
Are the facts correct?
Are the facts correct?
Gently correct the factsGently correct the facts
No
No
No
Yes
Are the facts correct?
Are the facts correct?
Does customer need/deserve more info?
Does customer need/deserve more info?
Yes
Explain what is being done to correct the issue
Explain what is being done to correct the issue
Yes
Is the problem being fixed?
Is the problem being fixed?
Yes
Let post stand and monitorLet post stand and monitorNo
Yes
NoYes
Yes
Assess the message
Assess the message
Engagement Opportunity Framework
This framework was built using the USAF Blog Triage
Can you add value?
Can you add value?
Evaluate the purpose
Evaluate the purpose
Respond in kind & shareRespond in kind & share
Thank the person
Thank the person
Unhappy Customer?Unhappy
Customer?
DedicatedComplainer?
DedicatedComplainer?
Comedian Want-to-Be?Comedian
Want-to-Be?
NegativePositive
Yes No
Do you want to respond?Do you want to respond?
No ResponseNo Response
No
Yes
Take reasonable action to fix issue and let
customer know action taken
Take reasonable action to fix issue and let
customer know action taken
Are the facts correct?
Are the facts correct?
Gently correct the factsGently correct the facts
No
No
No
Yes
Are the facts correct?
Are the facts correct?
Does customer need/deserve more
info?
Does customer need/deserve more
info?
Yes
Explain what is being done to correct the
issue
Explain what is being done to correct the
issue
Yes
Is the problem being fixed?
Is the problem being fixed?
Yes
Let post stand and monitor
Let post stand and monitor
NoYes
NoYes
Yes
Assess the message
Assess the message
Social Media Response Strategy
Listening Liaison Network
Customer Listening Center, Digital & Social Media Marketing
Dedicated Team for Support Response & Engagement,
Technical Services
Listening LiaisonProduct/Solution Marketing, etc.
Listening LiaisonCrisis Comms, etc.
Listening LiaisonProduct/Solution
Mktg, etc.
Listening LiaisonPartner/Field Mktg, etc.
SMEs
SMEs
Listening Liaison Network
Login to Engagement
Console
Login to Engagement
Console
1) Review “My Tasks” in order
of priority AND 2) SME Listening
Stack
1) Review “My Tasks” in order
of priority AND 2) SME Listening
Stack
Engage*Engage*
Include comments in
the Notes Section
Include comments in
the Notes Section
Engage Level: Commented,
Awaiting Reply
Engage Level: Commented,
Awaiting Reply
Requires follow-up?
Requires follow-up?
Appro-priate to Engage?
Appro-priate to Engage?
Engage Level: Resolved, no further action
Engage Level: Resolved, no further action
NO
YES YES
NO
*Engage means that you will respondResponse may be posted through EC, sprinklr, etc.
Assign to someone
else?
Assign to someone
else?
Customer confirms resolve?
Customer confirms resolve?
NO
Reassign; Engage Level: recommended
follow-up
Reassign; Engage Level: recommended
follow-up
Engage Level: Reviewed, closed,
no engagement required
Engage Level: Reviewed, closed,
no engagement required
YES
Follow-up; Repeat flow as
needed
Follow-up; Repeat flow as
needed
YES
NO
Engage Level: Commented,
closed
Engage Level: Commented,
closed
Only complete
steps in Green if
not engaging
Listening Liaison Network Workflow Diagram
Listen Early and Listen Often
firmwaretracking
pushinghistory
routerallows
cloud
ciscoconnect
allowaccess
install
software
usinglinksys
dataautomatic
trust
security
10:00 AM, June 29th, Word Cloud Screen
Gather Intelligence… not Data
10:00 AM Issue Logged by Listening Team
Executive Briefing Center
CMO
Evolution of our Listening Center
Key Takeaways
• Enables an elevated perspective, does not replace
people on the front lines
• Create a playbook or process and identify priorities
• Develop a network of subject matter experts
• Shows company’s dedication to social and VoC
• Change agent for executive support… but
• Be prepared for challenging questions
