1 Good Reason – Social Marketing

Social and Digital Marketing for the New Reality

1 Good Reason – Social Marketing header image 2

The Future of Social Media!?!

June 22nd, 2010 · 3 Comments

I’ve glimpsed the future of social media and it looks a lot like NASA, and you’ll find it in Florida but it’s more involved with soft drinks than rockets:

My friend Justin Levy wrote an article about the new Gatorade Command Center.  The GCC looks like something out of a Hollywood techno thriller with technicians quietly hunched over keyboards clicking away sipping Gatorade. I think that Gatorade has brought a glimpse of the future of social media to 2010.  In the future most companies will treat the real time web as a battle zone where they realize that they must react immediately to any threat to their brand as quickly as possible.

Justin sums it up nicely:

Gatorade has created their own social media command center.  Yes, it actually looks like a real command center with most of the gadgetry that I daydream about having in my office.  This allows Gatorade to fuse multiple sources of data and make real-time decisions based on how, for example, a marketing campaign is being received by the community.  Besides using this command center to monitor the social web, Gatorade is also using it for more traditional digital marketing metrics such as monitoring the optimization of landing pages, trying to increase engagement on their sites and reduce the exit rate.

In my mind this is the future of social media.  Smart aware companies will build war rooms, or Command Centers, or whatever they want to call it.  (Some will undoubtedly come up with clever references Star Wars)  And they will track what is being said about their brand in cyber space around the clock.  Top Marketing Executives and other C Suite types will stop in to get the feel of what the customer is thinking.

The horrible examples of a mouse in a bottle, or some other PR Disaster will be discovered in these rooms and be reacted to there as well.  For major brands, the Social Media Command Post will be as essential as news clipping services were in the last century.

So the question is does your Command Post look like the picture above or the one below:

Photo Credit: Top Picture: From the Mashable article about the Gatorade Command Post

Bottom Picture: Flickr Uploaded on August 7, 2009 by avinashkunnath

Posted via email from ckieff’s posterous

Tags: Reasons For Net Marketing

3 responses so far ↓

  • 1 Jon B // Jun 23, 2010 at 9:55 am

    Isn’t this what we used to call a team area? War Rooms are just fancy titles for what amounts to team seating. In other words, dedicated staff are becoming a capability and they share a seating area with collective access to the tools they need to do business.

  • 2 Tweets that mention The Future of Social Media!?! -- Topsy.com // Jun 23, 2010 at 10:13 am

    [...] This post was mentioned on Twitter by Chris Kieff, Shawn McPike. Shawn McPike said: Check out the great articles by @ckieff on his blog about customer service http://bit.ly/bMm6r2 & another on Gatorade http://bit.ly/diLEZW [...]

  • 3 Chris Kieff // Jun 23, 2010 at 10:27 am

    I think you’re missing the point of the marketing of the Command Center/ War Room idea. It’s the single place you go to when stuff hits the fan. It’s a multidisciplinary place where you can manage a crisis or major event. It would be staffed with different people depending upon the current situation. And the staffing would change, but with a core of people dedicated to the facility.

Leave a Comment