How to Design & Build A Multi Purpose Social Media Command Centre

Agenda

• What Does It All Mean?• Mission• Sizing Planner• Case Studies• Classification of Social media• Honeycomb Framework of Social Media• Focus Areas Components• Free Tools• Paid Tools• Media Type Benefits & Challenges• Social media Platforms• Monitoring Maturity Levels• Technology Components• Staffing Requirements• Skill Set• On The job Training• Research• Gathering Insights From Listening

What Does It All Mean

Mission

• Active monitoring of social media channels for information about a company or organization, Public opinion, Poll views, usually tracking of various Social media content such as blogs, wikis, news sites, chat programs, micro blogs, video/photo sharing websites, forums, message boards, user generated content to determine the volume or sentiment of online conversation about a topic.

• Social media monitoring allow users to find insights into a brands' overall visibility on social media, measure the impact of campaigns, identify opportunities for engagement, assess competitor activity and share of voice, and be alerted to impending crises. It can also provide valuable information about emerging trends and what consumers and clients think about specific topics, brands or products.

Sizing Planner

• What are the most important platforms to be measuring and why? • How do you measure success? • How do you evaluate behavior? • What training is needed to be considered a “social media analyst”? • What do you think measurement’s current role is? • What do you forsee as the biggest training issues? • Where could education be improved? • What’s the best way to implement metrics? • • Can you share what you believe standardization might look like, i.e. KPIs or the

method to build these KPIs?

Case Studies• WOMMA - Word of Mouth Marketing Association (WOMMA) is a non-profit organization dedicated to

credible word of mouth marketing. They share their best practices and knowledge in order to advocate and enhance this space, and metrics is a key tool in their arsenal.

• WOMMA has a measurement and metrics guidebook that dives into standard social media metrics such as quantifying volume, word of mouth sentiment and the value ofa conversation. Part of their book looks at the main differences between social media measurement and other mediums’ measurement. A key anomaly for social media metrics is brand advocacy. Brand ambassadors often live on the social web and, according to WOMMA, there are tools and tricks to measure their level of devotion:

• Identify the different ways people advocate for your brand • Separate ambassadors from positive sentiment • Explore who’s doing the advocating and determine their level of passion • Once the ambassadors are determined, consider these brand advocacy metrics:

• Net Promoter Score - This is a loyalty metric. It gauges how brands treat their customers. Netpromoter.com has a specific calculation process for determining brands’ scores.

• Brand Advocacy Quotient (BAQ) - Nielsen Online created this metric to determine if that passionate commenter is a true brand ambassador. Are they promoting or corroding your brand?

• Online Promoter Score - This measures the effect of marketing on consumer advocacy. It was the first online word of mouth metric to show a correlation between online advocacy and sales, as documented by Forrester in the book, Groundswell.

Classification of Social Media

• Blogs and Microblogs (for example, Twitter)• Content Communities (for example, YouTube)• Social Networking Sites (for example, Facebook)• Virtual Game-Worlds (e.g. World of Warcraft)• Virtual Social Worlds (e.g. Second Life)• Collaborative Projects (e.g. Wikipedia)

Honeycomb Framework of Social Media• In a 2011 article,[3] Jan H. Kietzmann, Kristopher Hermkens, Ian P. McCarthy and Bruno S. Silvestre• “present a framework that defines social media by using seven functional building blocks: identity, conversations, sharing,

presence, relationships, reputation, and groups.”• Identity: This block represents the extent to which users reveal their identities in a social media setting. This can include

disclosing information such as name, age, gender, profession, location, and also information that portrays users in certain ways.

• Conversations: This block represents the extent to which users communicate with other users in a social media setting. Many social media sites are designed primarily to facilitate conversations among individuals and groups. These conversations happen for all sorts of reasons. People tweet, blog, et cetera to meet new like-minded people, to find true love, to build their self-esteem, or to be on the cutting edge of new ideas or trending topics. Yet others see social media as a way of making their message heard and positively impacting humanitarian causes, environmental problems, economic issues, or political debates.

• Sharing: This block represents the extent to which users exchange, distribute, and receive content. The term ‘social’ often implies that exchanges between people are crucial. In many cases, however, sociality is about the objects that mediate these ties between people—the reasons why they meet online and associate with each other.

• Presence: This block represents the extent to which users can know if other users are accessible. It includes knowing where others are, in the virtual world and/or in the real world, and whether they are available.

• Relationships: This block represents the extent to which users can be related to other users. By ‘relate,’ we mean that two or more users have some form of association that leads them to converse, share objects of sociality, meet up, or simply just list each other as a friend or fan.

• Reputation: This block represents the extent to which users can identify the standing of others, including themselves, in a social media setting. Reputation can have different meanings on social media platforms. In most cases, reputation is a matter of trust, but since information technologies are not yet good at determining such highly qualitative criteria, social media sites rely on ‘mechanical Turks’: tools that automatically aggregate user-generated information to determine trustworthiness.

• Groups: This block represents the extent to which users can form communities and sub communities. The more ‘social’ a network becomes, the bigger the group of friends, followers, and contacts

Listening Areas Focus

Focus Areas Components

Free Tools

• There are many free tools on the market place that you can use to monitor your brand. These tools are excellent for online reputation management and quick response. All you have to do is enter a specific keyword query, and some will allow you to add a location and other parameters. Here are some free tools for you to consider:

• Google Alerts • Twitter Search • Social Mention • Addictomatic • Ice Rocket • Topsy

Paid Tools

Media Types Benefits & Challenges

Social Media Platforms

Monitoring Maturity Levels

Technology Components

Social Media Management Software (SMMS)

Social Networks Discovery & Monitoring System example Splunk

Web Crawling Engine example Repucom sports engine

Open Source Intelligence Solutions example Silo Breaker / Alton Ora

Monitoring Systems Example Sprout Social / TweetDeck

Data Formats Conversion & Standardization Engine

Spidering Technology

Natural Language Processing Platform

API’s Integration Platform

Logs Management Tools

NGFW “ Next Generation Firewall’s” IPS/IDS

Enterprise Antivirus, Antispyware, Cyber Resiliency Framework

Backend Unified Social Media threat Management Analytics & social mapping example Palantir

Infrastructure “ Servers, Storage, Network, Cabling, End Users, Virtualization, PC’s & Monitors, Video wall”

PCOIP “PC over IP connectivity” Multiple Networks Access & Security

Anti Phishing Service

Converged IP Network

Identity & Access Management “ IAM & SSO, Physical Access Control”

Data Centre Requirements

Command & Control Centre design & requirements

Governance, Risk & Compliance

Staffing Requirements

Operations

• Shift Managers• Team Leads• Management• Escalations• Market Researchers• Executive Support• PR• Media Consultants

Technical• Social Engagement Researchers• Social Communities Engineers• Web & Backend Analytics /Specialists• Databases Content Conversion

Specialists• Relationship Mapping Analysts• SMMS Specialists• Content Filtering Analysts• Web Crawling Specialists• Risks Analyst• Business Intelligence Analyst• Intelligence & Security Analyst

Skill Set

• These are some skills that makes an employee’s work superior:

• Logical thinking and problem solving skills • Ability to multi-task • Graphical or design thinking tendency • Strong writing abilities • Step by step reasoning • Organized behavior

On The job Training

• Expose your analyst to the social media culture • Guide them through some of the industry leader’s opinions • Have them define what social media is and where their role fits within it • Week 1: Social Media 101 • Introduce your organization’s vision of social media to your analyst • Work to build a comprehensive understanding of what your goals and • Week 2: Your Organization’s Social Media Plan • objectives are • Whatever software you use, get your analyst some hands on training • Don’t rush them – allow them to get comfortable with the platforms you use, it • Week 3-4: Hands On • will pay off in the long run • • Using objectives you may have already defined for your organization, let your analyst build out how these would look • Week 5: Build the KPIs • • Be sure to record and document your methods • • Using the work from the previous week, build out a comprehensive report that shows the information you’ve defined • Week 6: Build the Report • • Keep in mind that report you create does not need to be set in stone. Shift with the changes in your results as need be

Research• Keyword Research • After you have grouped all research into topic categories, you will need to start

conducting keyword research, as this will be the basis of your monitoring and listening program. There are many free tools out there, and we suggest using Google's Keyword Tool. The reason you need to do keyword research using a search engine tool is that keywords used in search queries are often used within social media conversations. (would be an interesting study).

• Come up with a list of at least 10 keywords for each topic category. Some examples of topic categories can be the following:

•  Brand Names •  Key Executives •  Product/Service Lines •  Customer Service •  Advertising •  Sales Opportunities • Your categories don't necessarily have to be set up this way, but it is important nonetheless

to create direction for your monitoring/listening program. • Once you have all the proper topics set up, now the fun (yet tedious) process begins.

Building the raw keyword queries to insert into your monitoring and listening tools.

Building Keyword Queries

• The nuts and bolts of your social media monitoring/listening program is building the individual keyword queries. While this process is often tedious, it is necessary to get your program started. In order to build a keyword query, you will need to become familiar with Boolean language.

• Boolean Language Explained • Boolean language is a logic formula developed by British-born Irish mathematician

George Boole. It refers to the logical relationship among keywords. • So if you are searching for cat food and cat toys, and you only want to see results that are

relevant to BOTH of these keywords, you add what is called a Boolean operator to your search. For this example, the search query would be "cat food AND cat toys". AND is the Boolean operator, and you will be served more relevant results using this approach.

• The same concept relates to monitoring and listening. Imagine if you are a sports retailer in Philadelphia, Pennsylvania, and you want to monitor only the conversations that are happening in your local market. If you monitored "sports equipment", you would be served millions of untargeted results. Now if you use a Boolean operator within your keyword query, it would look like this, "sports equipment AND Philadelphia". The results will be more targeted to your local market.

• Based off of your initial topic categories and keywords, start building more complex search queries using Boolean language. Create an excel sheet to keep track of all the categories and keyword queries.

Gathering Insights from "Listening"

• Demographics (The Who): Data is being aggregated across multiple social networks, including information about the people who interact on all the social networks on the web. Don't worry about your privacy though, as these social networking giants have the business obligation to keep your personal information safe, and if they ever did personally identify you, it is because you opted-in to allow them to do so.

• Channels (The Where): Each of your conversations originate on a unique social network. The social media listening tools will separate each conversation into a bucket, so you can see what network is hosting the most conversations about the specified keywords.

• Semantics(The What and Why): We are only in the beginning of semantics, but it is the ability to map themes and the meaning of conversations.

• Sentiment (The How): Over time, computers have been taught to recognize emotions (positive, negative, positive) within strings of keywords within conversations.

• Conversation Trends (The When): Conversations naturally have a shelf life, so it is another data point that your company will need to look at. For example, say you are retailer. You might want to look at how early people start talking about Christmas gifts. This help shape your marketing calendar for the upcoming holiday shopping season. This is an obvious example, but you can relate this to your own business, whether it is seasonal or not.

Ihab Ali

Social Media Profile

http://ihabali.org

http://ihabali67.wordpress.com

https://www.facebook.com/ihabali.org

@DrIhabAli

https://www.google.com/+IhabAliSecurity

http://www.pinterest.com/ali3553/

http://ae.linkedin.com/in/drihabali/

LinkedIn Global Security Solutions Group

www.reddit.com/r/cybersecuritypost