Inside a big ass Corporate Online-Monitoring Controll Room
Reuters hat sich die „Mission Control“ für Nestlés Online-Monitoring angesehen, die täglich die globale Kommunikation auf Twitter und Facebook und auf Blogs überwachen und bei aufkommenden Shitstorms „eingreift“. Ich wusste ja, dass solche Dinge stattfinden – die tragen vielleicht Anzüge, aber doof sind die nicht! –, aber bei den Bildern aus der Schaltzentrale hab’ ich dann eben doch kurz mit ‘nem offenen Mund vor dem Monitor gesessen. Oder wie es einer der YT-Kommentare ausdrückt: „Welcome my son, welcome to the machine.“
At HQ, Nestle’s team of Digital Accelerators is tasked with “listening, engaging, transforming and inspiring.” Each member spends eight-month stints working in the space with a mini TV studio, rather like a busy newsroom or trading floor. Pete Blackshaw, 47-year old head of digital marketing and global media, is in charge. On a recent weekday, the American and his staff of 30 to 40-year-olds were monitoring the online action on such topics as the latest cute dog photo on the Purina pet food website, or who was drinking Nescafe. […]
“If there is a negative issue emerging, it turns red,” says Blackshaw, indicating a screen powered by software from Salesforce.com Inc., which is also used by such brands as Dell computers and delivery company UPS. It captures millions of posts each day on topics of interest to Nestle.
“When there is a high number of comments,” Blackshaw adds, “it alerts you that you need to engage.” That can mean a real-time online response from a team member – each has a small flag indicating their country of origin above their desk – or the team might pass an issue on.
Insight – At Nestle, interacting with the online enemy, Galerie, Video (via Gizmo)
Und nur scheinbar unrelated: Ai Wei Wei’s Interview With the Chinese Digital Thought Police, in dem er Mitarbeiter des Chinesischen Regimes interviewt, die Internet-Diskussionen steuern sollen. Aus der Kombination der beiden Artikel kann man wahrscheinlich ‘nen sehr schöne Near-Future SciFi-Thriller basteln.
