SMG sets up command centre for SEA Games

Starcom MediaVest Group has set up a social command centre at the SEA Games. For the command centre, the global communications network has been developing and publishing content, monitoring conversations, sentiment, responding to comments, queries in real-time.

According to the agency, the command centre will publish "proactive and reactive" content and will also be "re-publishing curated content from consumers" into the SEA games' official social media platforms. It will also aim to continuously engage with SEA Games fans and followers while following the various insights and conversations to determine subsequent content and communication strategies to address the public.

The command centre is made up of members from the SEA games organising committee, a creative director, content designers and producers, and a team of community managers from Singapore, Philippines, Indonesia and Thailand. In addition, SMG will report and provide communication strategy recommendations based on its monitoring.

“One of the most important functions of the social media command centre is sensing. In an event at such scale, social media will be the best source to identify and pick up potential issues which could turn into crisis early on. It can also be a source to help us determine what is trending amongst fans to drive further momentum in our conversations with them,” Brenda Chuah, associate director at SMG Social Starcom MediaVest Group said.

The team will also be publishing and managing multi-language content across Facebook, Twitter and Instagram in real-time. Selected content will be further amplified through paid and targeted buys. Relevant content created by the public, athletes, as well as volunteers trained by SMG are curated within a live "social wall" which resides in the official SEA games website.

Prior to the games kicking off, Starcom MediaVest Group had started training approximately 25 volunteers to be on the ground reporters. These volunteers are aged between 18 to 40 and were picked by the Singapore Sports council.

“The command centre serves for us to be architects of engaging and timely content for fans of the SEA Games. Even if they’re unable to attend the event physically, they can consume and experience the games through our digital and social media platforms. This is paramount for any tent pole in the age of screens and always-on connectivity,” added Ian Loon, SEA head, digital leadership, Starcom MediaVest Group.