social media in IT service management
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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
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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!
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We regularly notice that IT professionals, despite their love for technology, are not
that enthusiastic about these new channels
why or why not?
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social + media
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interactive platforms via which individuals and communities create and share user-generated content
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• additional
• “heavy is the head that wears the crown”
• far away online
• unknown privacy, abuse, …
you don’t like social media (yet)?
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has social media changed communication?
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CEO
Operations Commercial
Sales Marketing
Corp Mktng Prod Mktng Marcom Communication Retail Mktng Brand Mktng ... Mktng
Engineering
Support
Manufacturing Administration
but what’s in it for me?
…
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overview
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…
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No!
• create your own structure
• define goals
• target audience
• use tools
chaos?
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pros & cons
• fast
• on the go (mobile)
• bits & bytes
• reach
• scalability
• privacy & transparency
• non-erasable?
• free?
• high efficiency
• external memory
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another bubble?
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functions
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research
• crowdsourcing
• new trends
• new problems
• suppliers‘ issues
• …
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tech support
• after service
• Q&A
• fans helping other users
• …
channels according to audience
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social CRM “Social CRM is a business strategy, supported by a technology platform, business rules, workflow, 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.”
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• integration of CRMand social data • impact of what customers shared online • influence on sales of social media
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case studies
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Jeff Jarvis: Blog:
technical issues with
Dell machine
November
2005: profits of quarter
28%
2006: Start blog
today -Twitter -Blog -Support forum
Michael Dell: active search for customers
having technical problems interaction,
conversation
Dell Hell Dell hell
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Dell has trained more than 10,000 employees through its social-media employee training program.
Social Media Certification Program
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• 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
Toyota’s PR nightmare
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Cisco
• supplier of hardware: volume!
• But now they start using social media
• how to integrate this in business process
.
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“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
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• “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)
BestBuy: dream support
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support sales
customer
customer
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Belgacom: Eva
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Hallo, ik ben Eva, officiële woordvoerster
van Belgacom en Proximus. Ik doe mijn
best om jullie te helpen tijdens de dag :-)
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how to get started?
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• strategy / channel
• goals
• target audience
• schedule & timing
• list sources
• build critical mass
• superfans
• prepare “what if” scenarios
• …
based on business goals
plan first, act later
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all communication channels
• own websites
• other websites
• newsletter
• other social media
• IRL
• …
Cross channel
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• whom am I speaking to?
• what do they want from me online?
• 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?
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basic checklist
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tools to facilitate and / or
to monitor
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Radian6
Topsy
Depending what needs are
ServiceNow
Twitspark
Brandfractal
Wildfire
Tweetdeck
Hootsuite
SocialBro
Kred Pinerly
Seesmic Topsy
Twentyfeet
Engagor
CoTweet
Engage21
Commun.it
…
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Good luck with your social media!