In 2010, Gatorade launched its Mission Control Center and ignited the command center craze. Armed with six large screens, Gatorade’s marketing team used the command center to stay up-to-date on trends and conversations about the brand, industry, competitors, even nutrition.
Gatorade was widely celebrated for demonstrating the innovative potential of real-time conversations. The praise was well deserved.
But that was 2010.
Four years later, the social world has morphed considerably. Digital advertising spend beat broadcast this year. More than 70% of all internet users now use social networking sites. And by the end of 2014, almost three billion people will be online.
Command centers have not kept pace with the changing landscape and increasing consumer expectations. Many still resemble the Gatorade 2010 model: screens stationed in a room at HQ to serve marketing purposes. And while this does offer some benefits, it’s just the beginning of the command center story.
There’s a reason why ‘command center’ is the phrase du jour. They offer multiple benefits for brands: showing the value of your social efforts, enhancing event experiences, increasing internal collaboration, empowering you to make informed decisions, etc. But in order to truly benefit from the power of social data and real-time conversations, brands need the right command center — not just any.
We recently asked experts at Wyndham Vacation Ownership and Golin to offer their advice and vision for the future of command center. This whitepaper is their response.
hear from Michael Killi on what Wyndham Vacation Ownership’s nine-month search revealed
get advice from Chris Baccus of Golin, who helped architect a command center
see how a command center enables you to make strategic decisions [Castrol USA case study]
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