Gatorade are one of the world’s biggest sports affiliated brands, and with that, comes ten’s of millions of customers and fans that will comment for better or worse. The whole social media thing is clearly being integrated into the majority of leading businesses, but social media monitoring is probably the most common thing to be left out, because it’s still pretty hard to find the right tools to help you monitor conversation quickly, easily and from inside the same application (generally you’ll be using 3-4 apps to do everything you need).
So I thought I’d post this up to create some envy around the ultimate in digital and social media monitoring. It’s called Mission Control – a custom build room with customised reporting platforms from IBM & Radian6. It has 7 huge screens that are wall mounted along with multiple work stations for the marketing and analytics teams to monitor campaigns, conversation and media in real time.
Their aim is to “take the largest sports brand in the world and turn it into largest participatory brand in the world” and along with this, Gatorade aims to give consumers more access leading athletes and scientists through the social web. (via Mashable / Viralblog)
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July 6th, 2010 at 4:09 am
Really interesting initiative. I totally agree on the notion of brands often jumping in on social without properly staffing up to listen first (and measure). I think one area that makes it more complicated, is multilingual social media monitoring. I guess the Gatorade mission control room is primarily focused on the US market (or at least English as the main language) Tracking overall conversations is interesting, but having the ability to drill down to local language and cultural context is where the brand can truly come to life.