3 Case Studies from Social Media Command Centers

by Eric Melin on November 28, 2012

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Social Media Command Centers are a great way to take event marketing to a new level. Putting one together can be a highly effective addition to events of any size.

By serving as a “virtual help desk,” companies can use a Social Media Command Center to offer personal assistance, engage audiences, and create general goodwill. If the event is big enough, the command center itself can generate online buzz that can spill over into enthusiastic mainstream press coverage.

We’ve had some great experiences being a part of various Social Media Command Centers, the most recent one being The Pivot Conference‘s Command Center during the 2012 PivotCon last month in New York City. As the conference progressed, Pivot wanted to “ensure quick reaction times, provide a channel for conference attendees to express any issues, and to nurture the community already being built by attendees.”

#askpivot-case-studyIn building their  “social concierge,” staffed with over a dozen volunteers and two coordinators, they asked conference-goers to tweet using the hashtag #AskPivot. Four predefined roles were identified: Ambassadors, Photo-focus, live tweets, and stream monitors.

One of the most important strategies we’ve seen at previous command centers such as the Kansas City MLB All-Star Game and Tampa Bay Republican National Convention (see below) involves a resource sheet that is created for all volunteers to reference. This is what Pivot did, and in the other two cases, this was expanded to serve the larger scope of the events.

Not only were multiple internal files shared among command center volunteers, but there were various public online resources available with tons of helpful information for anyone attending the event.

Here are links to all three Social Media Command Center case studies:

The Pivot Conference Command Center

The 2012 Pivot Conference generated 25,000 tweets this year surrounding its two-day October NYC event. Read the Pivot blog Lessons From a Real-Time Command Center and download the Pivot Case Study here.

social-media-command-center-case-studyTampa Bay Republican National Convention Social Media Command Center

As thousands of tourists, visitors, and members of the media streamed into Tampa Bay for the RNC, civic leaders set up a Social Media Command Center.

Volunteers and partners powered by BarkleyREI and VisitTampaBay were stationed a couple of blocks from the Tampa Bay Times Forum, monitoring and responding to visitors and residents with the most current information on storm tracking, traffic, parking, where to eat, and generally telling Tampa Bay’s story through interaction with the folks who are spending their time there during the RNC.

Check out the Spiral16 Case Study PDF.

Kansas City MLB All-Star Game Social Media Command Center

all-star-game-social-media-case-studyWhat is the value of listening and responding? Spiral16 measured the effectiveness across the Internet of the Kansas City Social Media Command Center during the MLB All-Star Game by looking specifically at Kansas City-related conversation while the Command Center served as a “virtual help desk” for visitors and locals alike.

Here’s the summary presentation from partners H&R Block, as well as the Spiral16 Case Study PDF.

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