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Social Media Command Centers – a catalyst to enterprise transformation

Submitted by on October 10, 2012 – 5:57 amNo Comment


I just got back from my organization Cognizant’s official Social Command Center (SMCC) launch. It indeed was an exciting moment for me. Because, this milestone, addresses an inflection point, that will result in wide ranging enterprise transformation across all our business, our clients and the industries we serve.

The Social Command Center (SMCC) can do wonders for establishments seeking connections and continuous engagements with Digital Customers. Its gone beyond the ‘Kool’ and ‘Fad’ feel that SMCC’s depicted in early case studies at conferences by companies like Dell and Gatorade.

Today, it is becoming the fulcrum and nerve center for driving insights from unstructured data. If one visited SFDC Dreamforce this year, they too illustrated that Social Media Command Centers have reached a place in CMO / CIO agenda’s.

Call it by any fancy names, Digital Command Center, Analytics Command Center or simply Social Command Centers, the fact is that it will become the key platform and pipeline to bring in the social and unstructured data.

This coupled with analytics will drive interaction, engagement, collaboration with connected consumers across todays consumption platforms of Social, Mobile and Web.

There is a huge amount of insights that can be mined from data on Social Channels. Just absorb IDC Digital Universe study, where they predict that by 2020 there will be 35 Zeta bytes of data, where a Zeta byte =1 trillion GB, and of this, over 70 % will be in the form of user generated unstructured data.

They also predict that enterprises will need ways to mine unstructured data and merge them with other structured data sources, explore search techniques, storage and better security.

This is where a SMCC turns into a critical and possibly an imperative element of an enterprises transformation journey.

It will soon become necessary for enterprises to use SMCC’s to not only use the mined data to engage with their consumers, but will also harness the data for multiple social use cases including integration to their backend enterprise systems like CRM and ERP.

Products like Semantelli in the Life Science space and Attensity in other industries will also be strongly placed to enable such transformations as their products naturally fit into these Command Centers.

With these products solutions such as;

– Customer Online Engagement
– Voice of Customer in service
– Digital Profiling of healthcare professionals
– Social Integration with CRM systems
– Corporate Reputation Management
– Social Analytics
– Brand insight analysis
– New Product Launches

Will be faster to commission, and ROI’s become easier to measure. Moreover, for companies in the regulated world like Pharma, these solutions provide many compliance related features built in, that are essential for risk mitigation due to regulatory controls.

Whether, enterprises outsource their services to SMCC of the Cognizant likes, or whether they choose to use similar SI’s to Design – Build – Transfer Command Centers for them, it is clear that in the journey of enterprise transformation to the Digital age, Command Centers will play a catalyst role.

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