The document discusses SICC (social intelligence command center), which is a centralized hub that listens to social media conversations, engages in real-time, and measures outcomes. SICC provides insights and analytics to inform clients' strategies and content creation. It coordinates monitoring, response, and engagement across teams and platforms to optimize communications and drive business value from digital interactions.

1. SICC
social intelligence command center
LISTEN, ENGAGE, MEASURE, REPEAT
!

2. “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.”

3. Volkswagen is an Edelman client

4. “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.”

5. DATA ANALYSIS INSIGHTS PLANNING & STRATEGY PROGRAM MEASUREMENT
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.

6. ESTABLISHED NICHE MEDIA OUTLETS
MEDIA OUTLETS TRADITIONAL HYBRID (IE, MASHABLE)
(IE, NEW YORK TIMES)
YOUR ORGANIZATION’S SOCIAL NETWORKS
DIGITAL PROPERTIES OWNED SOCIAL & PLATFORMS
(IE, WEBSITES & MOBILE) (IE, TWITTER )

8. SICC
social intelligence command center
SICC SICC social intelligence command center
social intelligence command center
SICC
social intelligence command center
SICC SICC
social intelligence command center social intelligence command center
MEDIA
SICC
social intelligence command center
SICC
social intelligence command center
SICC
social intelligence command center
Traditional Hybrid
LISTEN Create Content
(SICC)
Create Content Owned Social
NETWORKS
MONITOR &
PRODUCE PUBLISH AMPLIFY MEASURE
(On-Location & SICC)
Requires multi-disciplinary team construct (both Edelman and client) and inter-departmental internal collaboration

10. Program Management
Listening Insights
SEARCH SOCIAL
ANALYSIS ANALYSIS
(SEARCH DATA) (CONVERSATIONAL
DATA)
z
CONTENT OPTIMIZATION
WRITE, DESIGN, PRODUCE, SHOOT,
MONITOR, & MODERATE OUTREACH,
DISTRIBUTION & AMPLIFICATION
Measurement & Analytics

11. CONCEIVE
What idea drives the story?
SICC
social intelligence command center
SICC
social intelligence command center
SICC
social intelligence command center
COMMUNICATE CREATE
How does content create Where can content
the desired outcome? drive conversation?

12. • 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.

13. • 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.

14. • 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.

15. • DMI DAIRY EVENT • GLOBAL ENTERTAINMENT TRAVEL
BRAND “COMMAND CENTER”
SICC used to coordinate client
and Edelman teams while SICC used as template for in
acting as centralized command house real time monitoring,
and control coordinating response and engagement
monitoring and content staffing and process.
development.
• HILTON’S CONRAD • EDELMAN FOOD
“POP-UP CONCIERGE” “WEIGHT OF THE NATION”
Monitoring and response Insights and analysis of weight
combined with coordination of the nation documentary on
between offsite Chicago and obesity custom tailored to the
NY Teams. food industry.

16. SICC
social intelligence command center
SICC
social intelligence command center
SICC
social intelligence command center
Watch the video: http://youtu.be/554Bk9ef6vY

18. Engagement window
Engagement window

20. DMI is an Edelman client

21. David Armano Kirsten Miller
Digital Innovation & Integration Digital Strategy
David.Armano@Edelman.com
Kate Zimmer Aniz Ruda
Digital Analytics
Digital Strategy
EDELMANDIGITAL.COM

22. social intelligence command center social intelligence command center
LISTEN, ENGAGE, MEASURE, REPEAT
!
SICC
social intelligence command center