“How do we have a social media command center that's supposed to be the hub of our social business if we can't even get our social media associates in the same room?”
We're making the command center the physical embodiment of the voice of our customer.
SocialMedia.org member Andrew Kauz says that when he joined Capital One as the new Principle Product Manager of Social Media Monitoring two years ago, he took on redesigning their small social media command center. And while they were given the permission to go big with more screens and more room, he says one thing was obvious: They weren't going to fit everyone in there.
“It was less about co-locating our social media workforce and more about saying, ‘What do we want this room to represent for our business? What is important to us in the social media space right now, and how can this room be the physical representation of that?'” Andrew explains.
“We're making the command center the physical embodiment of the voice of our customer,” he says.
With each screen in the command center, Andrew says they're devoting as much real estate as possible to what people are saying about Capital One — the actual words, not just analysis. They also try to add photos of people and put a face behind the feedback.
“We have unprecedented access to what our customers think about our businesses via social media,” he says. “With this command center, we have the opportunity to raise the profile of what's going on organically.”
But they also work to get feedback out of the command center room and in front of the rest of the business.
With this command center, we have the opportunity to raise the profile of what's going on organically.
That means physically placing screens in high traffic areas, but also sharing the feedback and social listening data that matter most to different business groups.
“You have to be very cognizant of what business value means, not only for yourself, but also to decision makers and other people interested in leveraging this tech. There's nobody at your company who can't take advantage of something like this,” Andrew says.
He says that even if someone walking around just spends 30 seconds looking at the screen, it can still have a big impact — especially with developers and product teams walking the hallways around the command center.
Capital One's distributed command centers have also enabled teams to work together cross-functionally.
For example, in Dallas, social media managers sit in the same room as call center employees with a social monitoring screen. And since most things happen in social media first, they're there to give call center employees a heads up on the problems they're seeing and what calls they can prepare for.
These cross-functional command centers have also been a huge hit within the small business sector of Capital One, Spark.
According to Capital One's Sherry Roper, Spark's Brand Newsroom has helped her team create a more powerful content engine.
We created the newsroom to unify a group of people who had been speaking on behalf of one brand but in many different voices.
The brand new newsroom team includes people running owned channels, paid media, earned media, and social owned platforms. It's brought together media partners, PR, email, and social media managers all in one place.
“We created the newsroom to unify a group of people who had been speaking on behalf of one brand, but in many different voices and in their own unique and siloed ways,” Sherry says.
And the content that comes out of that room has earned her team a lot of attention from the organization.
As more employees see the content Sherry's team creates, more people want to see the newsroom it's coming from. She says her team is actually overwhelmed with requests for tours of the Spark Brand Newsroom. Some employees are even flying in from out of the country just to see it.
“It's allowing us to open people's eyes and educate them on the power of social. You bring people in, you demonstrate it for them, and then they have this epiphany right in front of you. I find it really exciting,” Sherry says.