In­dia Inc Sets Up So­cial Me­dia HQs to Cosy Up to the Mil­lenials

Brands are in­creas­ingly in­vest­ing in com­mand cen­tres that track on­line con­ver­sa­tions and trends to help tai­lor-make their prod­ucts and ser­vices to con­sumer re­quire­ments

The Economic Times - - Brands: Creating Desire - Anu­meha.chaturvedi@ times­

New Delhi: About seven months ago, lux­ury ho­tel chain Taj Ho­tels Palaces Re­sorts Sa­faris ap­proached dig­i­tal out­reach agency Mind­shift In­ter­ac­tive to align pro­cesses for their so­cial me­dia com­mand cen­tre Taj.Live to im­prove cus­tomer ex­pe­ri­ences, and pos­si­bly in­crease sales and rev­enue through dig­i­tal platforms in a more thought through man­ner.

To re­solve queries in real-time, seize op­por­tu­ni­ties, track trends, watch out for com­pe­ti­tion and en­sure things are han­dled in a seam­less man­ner on the web, com­pa­nies across sec­tors are con­sid­er­ing in­vest­ing in so­cial me­dia com­mand cen­tres.

Equipped with LED screens that dis­play global heat maps, real time an­a­lyt­ics, live stream­ing of tweets and web men­tions, so­cial me­dia com­mand cen­tres are con­sid­ered to be a cen­tralised lis­ten­ing cen­tre for com­pa­nies aimed at track­ing so­cial me­dia con­ver­sa­tions and re­sponses more promptly. They help brands in track­ing con­ver­sa­tions, man­ag­ing queries, fil­ter brand men­tions and an­a­lyse brand sen­ti­ment in real time.

In a bid to stay ahead of the pack, Air­tel set up its so­cial me­dia com­mand cen­tre, CTRL A in Gur­gaon last year, while HUL used it ex­ten­sively for Lakme Fash­ion Week.

“By lis­ten­ing to mil­lions of con­ver­sa­tions by con­sumers in their na­tive en­vi­ron­ment, the com­mand cen­tre has en­abled re­spond­ing to con­sumer needs in real time. To­day with CTRL A, we can view the user in­ter­ac­tion through a sin­gle lens — take quick and ac­tion­able de­ci­sions and dras­ti­cally im­prove cus­tomer ex­pe­ri­ence,” said Ra­jiv Mathrani, chief brand of­fi­cer, Bharti Air­tel.

Mind­shift In­ter­ac­tive has pre­vi­ously helped Sula Vine­yards, Mar­riott and L’Oreal in set­ting up com­mand cen­tres and help­ing them with pro­cesses. The com­pany is cur­rently in talks with auto com­pa­nies look­ing at greater per­son­al­i­sa­tion on so­cial me­dia.

“Grad­u­ally brands have un­der­stood the value of real time con­ver­sa­tions for im­prov­ing cus­tomer ex­pe­ri­ences, re­solv­ing queries and track­ing sales op­por­tu­ni­ties. All this has re­sulted in com­mand cen­tres be­ing set up across sec­tors like tele­com, FMCG, auto and hospi­tal­ity. Brands like Nes­tle, Taj and Mar­riott have in­vested a lot of money in set­ting up com­mand cen­tres,” said Za­far Rais, CEO, Mind­shift In­ter­ac­tive. Ac­cord­ing to Man­veer Malhi, head of dig­i­tal and part­ner at iGen­ero, mul­ti­ple teams are in­volved to man­age the com­mand cen­tres rang­ing from com­mu­nity man­agers, so­cial me­dia man­agers, con­tent writ­ers, de­sign­ers, dig­i­tal heads, PR heads, ORM/ com­mand cen­tre head. “The process needs to be func­tional and fol­low a lean model, where re­sponses or es­ca­la­tions can be an­swered in real-time. The team needs to be trained on how they should han­dle/ man­age data, poli­cies and pro­ce­dure,” he added. Rais said by track­ing so­cial me­dia ac­tiv­ity more closely, the cen­tres work es­pe­cially for fields like mar­ket­ing, cus­tomer IMAG­ING: ser­vice and risk man­age­ment be­sides en­abling se­nior man­agers and cam­paign lead­ers to tweak their projects and ar­chi­tec­tural frame­works if need be. “Brands can track com­pe­ti­tion more closely and see who is lead­ing by the hour and why, can di­rect sales op­por­tu­ni­ties to re­spec­tive heads and can gain in­sights by col­lect­ing con­sumer data on a monthly ba­sis. By re­solv­ing queries more promptly and in a more per­son­alised man­ner, the abil­ity to use real cus­tomers as evan­ge­lists for your brand in­creases dra­mat­i­cally,” Rais added. Malhi sees com­mand cen­tres track­ing users’ dig­i­tal jour­ney to tar­get ads based on on­line be­hav­ior in fu­ture.

“Ear­lier so­cial me­dia com­mand cen­tres were used to man­age and con­trol a neg­a­tive re­ac­tion, this will evolve in com­ing time and brands will pro-ac­tively en­gage users on­line. Vis­ual data col­lec­tion from com­mand cen­tres will be­come a cru­cial as­pect for or­gan­i­sa­tion’s to cre­ate a mul­ti­chan­nel mar­ket­ing strat­egy,” he added.


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