From listening and analytics, to publishing and engagement, with Social Studio we have the tool we need to manage our clients' social media requirements end-to-end”

Jim Guzman, Head of Social, Dentsu Aegis Network - Philippines
 

5000+

social comments managed daily

 

Dentsu Aegis Network is pioneering a new era of social media management. The company’s impressive new Command Centre is charged with managing, monitoring, executing and analysing the social media efforts of its clients across all the social channels they’re using.  More than 50 social media practitioners helm the bustling Command Centre, which deals with between 5,000 and 6,000 social comments every day.

The Command Centre was designed to bring Dentsu Aegis Network’s seven agencies together under one roof in a consolidated approach to social media management. And it’s working – the company added 33 new clients within the first three months of the launch of the Command Centre. 

“The Command Centre allows us to manage any social media work from end to end -- from developing the content and implementation, right through to crisis management and reporting and analytics,” says Jim Guzman, Head of Social, Dentsu Aegis Network Philippines.

The command centre is built on Dentsu Aegis Network’s D+gility principle – the idea of achieving maximum digital agility by using data to drive relevance – and results.

“We want to harness the power of social to ensure relevance and cut-through for our brands,” explains Guzman. “So beyond likes and shares, it's really about adopting a data-driven approach that will inform our clients’ marketing strategies, and have a positive impact on their business results.”

The Command Centre utilises Social Studio on Salesforce Marketing Cloud to deliver the data and insights that form the foundation of its operations.

 

Beyond likes and shares, it's really about adopting a data-driven approach that will inform marketing strategies and have a positive impact on business results”

Jim Guzman, Head of Social, Dentsu Aegis Network - Philippines

Dentsu Aegis Network turned to Salesforce partly due to the company’s reputation as the market leader, but it was the two organisations’ shared values of end-to-end management that sealed the deal.

“Social Studio gives us the full range of capabilities under one license,” says Guzman. “From listening and analytics to publishing and engagement, with Social Studio we have the tool we need to manage our clients’ social media requirements from end-to-end.

“This isn't a supplier-agency relationship, but it's really a partnership,” says Guzman. “Putting the Command Centre together required an investment of time and effort from both sides.”  

This partnership is extending beyond Social Studio as Dentsu Aegis Network also rolls out Service Cloud to bring a new level of service to its largest clients.

Dentsu Aegis Network is well on track to achieve its target of 100 clients by the end of 2018,  and it now has regional clients coming in from Singapore and Australia. But beyond this expansion, the company is striving to evolve from pioneer to an established thought leader in the next generation of smart social media management.

The company recently launched a thought leadership series in partnership with Salesforce. The Social Connect events bring marketing leaders together to translate the next big digital trends into real business results for clients.  

“We want to drive the practice of social 2.0 in our industry and show how it can be used to deliver real business impact,” says Guzman.

 
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