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social media in IT service management

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Trigger - social media marketing & training
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Veerle De Jaegher independent marketing coach & social media trainer enthusiastic young entrepreneur co-founder of Social Media Train organisator of i-Training jong voka & JCI member @veerledejaegher
agenda • social media: yes or no? • overview: social media landscape • pros & cons • functions: what could we use it for? • case studies • how to get started? Strategy first!
We regularly notice that IT professionals, despite their love for technology, are not that enthusiastic about these new channels why or why not?
social + media
interactive platforms via which individuals and communities create and share user-generated content
you don’t like social media (yet)? • additional • “heavy is the head that wears the crown” • far away  online • unknown  privacy, abuse, …
do we have a choice?
has social media changed communication?
but what’s in it for me? CEO Operations Commercial Engineering Manufacturing Administration Sales Marketing Support Corp Mktng Prod Mktng Marcom Communication Retail Mktng Brand Mktng ... Mktng …
overview
…
chaos? No! • create your own structure • define goals • target audience • use tools
pros & cons • fast • on the go (mobile) • bits & bytes • reach • scalability • privacy & transparency • non-erasable? • free? • high efficiency • external memory
another bubble? Source: http://launchpad.pk/blog/2012/01/14/is-social-media-bubble-about-to-burst/
functions
research • crowdsourcing • new trends • new problems • suppliers‘ issues • …
tech support • after service • Q&A • fans helping other users • …  channels according to audience
social CRM “Social CRM is a business strategy, supported by a technology platform, business rules, workflow, Source: http://en.wikipedia.org/wiki/Social_CRM processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment.” • integration of CRMand social data • impact of what customers shared online • influence on sales of social media
case studies
Dell Hell hell today -Twitter -Blog -Support forum Michael 2006: Dell: active Jeff Jarvis: November Start blog search for Blog: 2005: customers technical profits of having issues with quarter technical Dell 28% problems interaction, machine conversation
program. Social Media Certification Program through its social-media employee training Dell has trained more than 10,000 employees http://www.forbes.com/sites/jenniferrooney/2012/09/25/in-dell-social-media- journey-lessons-for-marketers-about-the-power-of-listening/
Toyota’s PR nightmare • Brand based on ‘safety’ and ‘quality’ • 2010: had to recall 2.3 million vehicles because of faulty accelerator pedals • This forced the company to embrace social media • 2011: "Toyota Friend," a private social network for Toyota owners that works similar to tweets on Twitter. Made with help of Microsoft and Salesforce.com
http://www.latinospost.com/articles/5811/20121020/cloudforce-2012-toyota-social- network-friend-lets.htm
Cisco • supplier of hardware: volume! • But now they start using social media • how to integrate this in business process .
http://blogs.cisco.com/socialmedia/cisco-unveils-social-media-listening-center-showcasing- latest-technology-in-the-executive-briefing-center-ciscolistens/ “the definition of a dedicated Social Media Engagement Center or Command Center is a physical space where companies coordinate, to listen and engage their market in social channels to achieve business use cases in marketing engagement, customer care, risk management, or operational efficiency of coordination and contact center deflection.” says Jeremiah Owyang* *: Industry Analyst, Partner at Altimeter Group & was Sr Analyst at Forrester Research
BestBuy: dream support • “With a constant flow of timely and relevant updates, BestBuy successfully used social media to make connections with employees, partners and customers” • social enterprise solutions to help manage customer relations • REAL customers connect with REAL employees Note: determine who owns the Twitter profiles (Brian Dunn, Barry Judge)
customer support sales customer
Belgacom: Eva
Hallo, ik ben Eva, officiële woordvoerster van Belgacom en Proximus. Ik doe mijn best om jullie te helpen tijdens de dag :-)
how to get started?
plan first, act later • strategy / channel • goals • target audience • schedule & timing • list sources • build critical mass • superfans • prepare “what if” scenarios • …  based on business goals
Cross channel all communication channels • own websites • other websites • mail • newsletter • other social media • print • IRL • …
basic checklist • whom am I speaking to? • what do they want from me online? Source : Smartblog on Social Media, Jesse Stanchak • what do I want them to do online? • how can I align those actions? • how will I know if it’s working? • how will I keep the ball rolling? • how will this evolve?
tools to facilitate and / or to monitor
Depending what needs are Pinerly Kred ServiceNow Hootsuite CoTweet Twentyfeet Radian6 SocialBro Topsy Seesmic Topsy Wildfire Commun.it Engagor Tweetdeck Twitspark Brandfractal Engage21 …
Good luck with your social media!

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social media in IT service management

  • 1.
  • 2. Veerle De Jaegher independent marketing coach & social media trainer enthusiastic young entrepreneur co-founder of Social Media Train organisator of i-Training jong voka & JCI member @veerledejaegher
  • 3. agenda • social media: yes or no? • overview: social media landscape • pros & cons • functions: what could we use it for? • case studies • how to get started? Strategy first!
  • 4. We regularly notice that IT professionals, despite their love for technology, are not that enthusiastic about these new channels why or why not?
  • 6. interactive platforms via which individuals and communities create and share user-generated content
  • 7. you don’t like social media (yet)? • additional • “heavy is the head that wears the crown” • far away  online • unknown  privacy, abuse, …
  • 8. do we have a choice?
  • 9. has social media changed communication?
  • 10. but what’s in it for me? CEO Operations Commercial Engineering Manufacturing Administration Sales Marketing Support Corp Mktng Prod Mktng Marcom Communication Retail Mktng Brand Mktng ... Mktng …
  • 12. …
  • 13. chaos? No! • create your own structure • define goals • target audience • use tools
  • 14. pros & cons • fast • on the go (mobile) • bits & bytes • reach • scalability • privacy & transparency • non-erasable? • free? • high efficiency • external memory
  • 17. research • crowdsourcing • new trends • new problems • suppliers‘ issues • …
  • 18. tech support • after service • Q&A • fans helping other users • …  channels according to audience
  • 19. social CRM “Social CRM is a business strategy, supported by a technology platform, business rules, workflow, Source: http://en.wikipedia.org/wiki/Social_CRM processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment.” • integration of CRMand social data • impact of what customers shared online • influence on sales of social media
  • 21. Dell Hell hell today -Twitter -Blog -Support forum Michael 2006: Dell: active Jeff Jarvis: November Start blog search for Blog: 2005: customers technical profits of having issues with quarter technical Dell 28% problems interaction, machine conversation
  • 22. program. Social Media Certification Program through its social-media employee training Dell has trained more than 10,000 employees http://www.forbes.com/sites/jenniferrooney/2012/09/25/in-dell-social-media- journey-lessons-for-marketers-about-the-power-of-listening/
  • 23. Toyota’s PR nightmare • Brand based on ‘safety’ and ‘quality’ • 2010: had to recall 2.3 million vehicles because of faulty accelerator pedals • This forced the company to embrace social media • 2011: "Toyota Friend," a private social network for Toyota owners that works similar to tweets on Twitter. Made with help of Microsoft and Salesforce.com
  • 24.
  • 26. Cisco • supplier of hardware: volume! • But now they start using social media • how to integrate this in business process .
  • 27. http://blogs.cisco.com/socialmedia/cisco-unveils-social-media-listening-center-showcasing- latest-technology-in-the-executive-briefing-center-ciscolistens/ “the definition of a dedicated Social Media Engagement Center or Command Center is a physical space where companies coordinate, to listen and engage their market in social channels to achieve business use cases in marketing engagement, customer care, risk management, or operational efficiency of coordination and contact center deflection.” says Jeremiah Owyang* *: Industry Analyst, Partner at Altimeter Group & was Sr Analyst at Forrester Research
  • 28.
  • 29.
  • 30. BestBuy: dream support • “With a constant flow of timely and relevant updates, BestBuy successfully used social media to make connections with employees, partners and customers” • social enterprise solutions to help manage customer relations • REAL customers connect with REAL employees Note: determine who owns the Twitter profiles (Brian Dunn, Barry Judge)
  • 31. customer support sales customer
  • 33. Hallo, ik ben Eva, officiële woordvoerster van Belgacom en Proximus. Ik doe mijn best om jullie te helpen tijdens de dag :-)
  • 34.
  • 35. how to get started?
  • 36. plan first, act later • strategy / channel • goals • target audience • schedule & timing • list sources • build critical mass • superfans • prepare “what if” scenarios • …  based on business goals
  • 37. Cross channel all communication channels • own websites • other websites • mail • newsletter • other social media • print • IRL • …
  • 38. basic checklist • whom am I speaking to? • what do they want from me online? Source : Smartblog on Social Media, Jesse Stanchak • what do I want them to do online? • how can I align those actions? • how will I know if it’s working? • how will I keep the ball rolling? • how will this evolve?
  • 39. tools to facilitate and / or to monitor
  • 40. Depending what needs are Pinerly Kred ServiceNow Hootsuite CoTweet Twentyfeet Radian6 SocialBro Topsy Seesmic Topsy Wildfire Commun.it Engagor Tweetdeck Twitspark Brandfractal Engage21 …
  • 41. Good luck with your social media!