The social media command centre, an in-house division dedicated to monitoring and responding to online conversations around a brand, is becoming an increasingly vital tool for marketers. The centres are typically utilised during big live events – see our reporting on Wimbledon’s Watson-powered social hub, or Coca-Cola’s real-time responsiveness during the 2014 World Cup.
Nestle has recently opened a ‘consumer engagement centre’ in partnership with US cloud computing firm Salesforce, as a way of ramping up personalised engagement with consumers of its Pure Life, Poland Spring, Perrier and S. Pellegrino brands. A joint statement about the initiative claims the centre will enable Nestle to “participate in social conversations with its communities and provide branded content most relevant to its consumers, leading to deeper, more lasting relationships”.
Global hotel chain Marriott launched its fourth M Live social monitoring hub in London this month, dedicated to creating real-time content and conversation to engage European travellers. A successful recent campaign with popular Instagrammer The Lego Backpacker illustrates what M Live enables Marriott to achieve. Marriott reached out via M Live and offered up a room at its Seville hotel. Photos from the hotel were subsequently Instagrammed to the account’s 18,000 followers. See Marketing to New Travel Tribes for more on.
While not every brand has the resources to build something like M Live, Wimbledon’s AI engagement points to a future where social media command centres could be far more automated. See State of Mobile: Summer 2016 for more on the potential of AI and chatbots in digital marketing.