The Iinternal Challenge of Social CRM - Vivian Pein
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Transcript of The Iinternal Challenge of Social CRM - Vivian Pein
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The internal Challenges
§ Companies don‘t get Social Media § Corporate Culture VS Social CRM § IT & Security § The Social Media Team
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Companies don‘t get Social Media
© Gakige @ flickr hAp://www.flickr.com/photos/gakige/794679702/
Most facebook pages are toothless tigers
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Corporate Culture VS Social CRM
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Hierarchy è Network
Hierarchical structures don’t work in this new environment
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Total Control è Trust
§ Let go of that stupid “Our employees can‘t be trusted…” § Tap into the potenUal of experts § Provide your employees with the guidance they need
=> Training, Guidelines, Empowerment
If you don‘t trust your employees to use social media you don‘t trust them to talk to your customers at all
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InformaUon Silos è Transparency
§ Know more than your customers § InformaUon from every department could be important § Don’t play hide and seek => Central point of InformaUon
There is no such thing as too much information
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Perfect è Human
§ Don’t try to be perfect, be yourself § Use the opportunity to act human § You can make mistakes but have to learn from them => Transparency, honesty, management support
Employees are human, they make mistakes!
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As always è New ways
§ Implement “Social” into business processes § Clarify the impact of social media § Use the feedback you get => Learn, adjust & repeat, repeat, repeat
“Old habits die hard…”
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Corporate Culture
Willingness for change:
§ Hierarcy è Network § Total control è Culture of trust § InformaUon Silos è Transparency § As Always & Perfect è Culture of learning
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IT & Security
© Camknows @ flickr hAp://www.flickr.com/photos/camknows/3726757043
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Use the best tools & unleash the internet
If the IT department tells you something is impossible due to security reasons they are just to lazy to find a solution
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Enable internal & external collaboraUon
Embrace the tools & techniques “Social” offers
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The Social Media Team
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The Social Media Team § For a start you need at least one passionate person § Get external experUse and guidance if needed § Find the internal experts § Establish interdisciplinary teams
=> Beside one designated Social Media Manager there should be at least one person out of every (customer touching) department on the “Social Media Council”
social media is an approach not a department
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Give Teeth to your Tiger
§ Make sure you have the framework and resources to fulfil your promises to customers
§ Have a team of highly moUvated people with real passion for their job and their customers
§ Use the feedback of your customers as good as you can § Advocate a culture that fits
Be fast, transparent, authentic, reliable and offer real dialogs
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Living Social Media “At Zappos there’s no brainswitching between work and private life. Our job is just an extension of our life. Company culture is the backbone of our business. Most companies are just trying to pretend to be something they’re not. We don’t even speak about social media. We are a service company, it’s just what we do, we want to help people in all possible touchpoints.” Graham Kahr – Social Engagement ScienUst, Zappos
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