social media in IT service management

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

• additional

• “heavy is the head that wears the crown”

• far away online

• unknown privacy, abuse, …

you don’t like social media (yet)?

do we have a choice?

has social media changed communication?

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?

…

overview

…

No!

• create your own structure

• define goals

• target audience

• use tools

chaos?

pros & cons

• fast

• on the go (mobile)

• bits & bytes

• reach

• scalability

• privacy & transparency

• non-erasable?

• free?

• high efficiency

• external memory

another bubble?

Sou

rce:

htt

p:/

/lau

nch

pad

.pk/

blo

g/2

01

2/0

1/1

4/i

s-so

cial

-med

ia-b

ub

ble

-ab

ou

t-to

-bu

rst/

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, 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.”

Sou

rce:

htt

p:/

/en

.wik

iped

ia.o

rg/w

iki/

Soci

al_C

RM

• integration of CRMand social data • impact of what customers shared online • influence on sales of social media

case studies

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

htt

p:/

/ww

w.f

orb

es.c

om

/sit

es/j

enn

ifer

roo

ney

/20

12

/09

/25

/in

-del

l-so

cial

-med

ia-

jou

rney

-les

son

s-fo

r-m

arke

ters

-ab

ou

t-th

e-p

ow

er-o

f-lis

ten

ing

/

Dell has trained more than 10,000 employees through its social-media employee training program.

Social Media Certification Program

• 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

htt

p:/

/ww

w.la

tin

osp

ost

.co

m/a

rtic

les/

58

11

/20

12

10

20

/clo

ud

forc

e-2

01

2-t

oyo

ta-s

oci

al-

net

wo

rk-f

rien

d-l

ets.

htm

Cisco

• supplier of hardware: volume!

• But now they start using social media

• how to integrate this in business process

.

htt

p:/

/blo

gs.c

isco

.co

m/s

oci

alm

edia

/cis

co-u

nve

ils-s

oci

al-m

edia

-lis

ten

ing-

cen

ter-

sho

wca

sin

g-la

test

-tec

hn

olo

gy-i

n-t

he-

exec

uti

ve-b

rief

ing-

cen

ter-

cisc

olis

ten

s/

“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

• “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

support sales

customer

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?

• 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

all communication channels

• own websites

• other websites

• mail

• newsletter

• other social media

• print

• IRL

• …

Cross channel

• 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?

Sou

rce

: Sm

art

blo

g o

n S

oci

al M

edia

, Jes

se S

tan

cha

k

basic checklist

tools to facilitate and / or

to monitor

Radian6

Topsy

Depending what needs are

ServiceNow

Twitspark

Brandfractal

Wildfire

Tweetdeck

Hootsuite

SocialBro

Kred Pinerly

Seesmic Topsy

Twentyfeet

Engagor

CoTweet

Engage21

Commun.it

…

Good luck with your social media!