Western region speaking tour new media at a strategic level

HDI Western Regional Tour
Dallas - Phoenix – Los Angeles – Orange County – San Diego – San Francisco – Modesto - Sacramento

Agenda
Overview Social Media Fall 2010
Enterprise and Social Media
Enterprise Culture of Social
Success Stories
Confidential, All Rights Reserved, ServiceSphere™ 2008
http://www.servicesphere.com

Who Do You Think You Are?
Started as a Help Desk Tier One 1990
Moved to Help Desk Manager
FrontRange HEAT & ITSM Consultant
Integrations Product Manager for Service Desk & Desktop Management Tool
Business Development / Thought Leadership Touchpaper
Founder ServiceSphere

ServiceSphere
Invoke the IT support customer experience to embrace the social support journey.

Zendesk
Founded 1997
Help Desk Software doesn’t have to be costly and complicated and should be focused on the customer experience.
SaaS, Customization, and Quick To Start Using
“Our life is frittered away by detail. Simplify, simplify!”– Henry David Thoreau
Not Your Traditional Vendor, but a Community!
One More Thing….

HootSuite
Founded 2008
Social Dashboard
Scheduling, Team and Stats!
Integration into zendesk!!!!
One window to your support discussion.
One More Thing

Disclaimer
There are no pioneers on this topic
There are no leaders on this topic
There is no evidence to support this topic
Social Media vs. Social Networking
There will be some FUD
My writing is horrible
@ServiceSphere

WARNING
Examples shown are REAL TIME
Some may not be suitable for “professional audiences”

Foundation
You have a foundational understanding of Social Media Tools
You have a foundational understanding of social communities

Overview of Social Media

Overview
Defined-
Removing all obstacles between consumer and provider
Rock Stars – Missing PR
Multi-National Organizations – Marketing / Customer Service / Support
News Agencies – Roving Reporters (i-Report), Associated Press
Analysts - ?
Curation of media for consumers and providers
LBS, Location based Services
Influence is the new SEO
Mobile revolution
Single Purpose Apps

Overview
Un-Defined – Where the Money will Be
Security
Processes
Governance
Toolsets

Overview
Why

Analysts
Gartner, Forrester now on Board
Social Media & Cloud Computing are the new bread and butter for Analysts firms.
Analysts firms struggle with Social Media and pay walls.
Analysts backlash from Social Media

Analysts
*Forrester Research

Analysts

Stats & Trends
½ Billion Facebook Users

Widgets vs. Services
CRM <> Customer Support
Coffee > Coffee Machine > Coffee Grower …UNLESS

Future

Future
DEVICES
Creation
Consumption

Future
Curation
Tools
Humans
Spheres of Influence
Creation
From Connected Devices
From Connected People
Rise of the Armature
INFO

When NOT to use Social Media
Don’t have a conversation agent
Don’t understand the data (Think Matrix)
Don’t have a policy
Lacking Analysis of Your Community

Enterprise and Social Media

Table 1. Examples of Social Media by Business Function

Enterprise Software and Social Media
Activity Streams - Filters
People
Location
Time/ Date
Events
Topics
Activity Streams - Reqs
Save Filters
Trending Topics
Simulations
Predictions

Social Media Strategy
Do NOT Create a Social Media Strategy for Each Department.*
Engagement Strategy
Influence Strategy
Activation Strategy
*DDB Canada

Marketing
Design
99 Designs
Creation
Elance
Events
Plancast
Multimedia
Vimeo/YouTube
AudioBoo
Cinch
Reporting
HubSpot
Q&A
Quora
Lists/Data
Flowtown
Processes

Sales
Communication
Google Voice
Blogs
Twitter (oh no)
Chatter (oh yes)
Referrals
LinkedIn
Semantic Web Search
Follow Up
? – Seems traditional
Advertising
Facebook
LinkedIn
LBS
Twitter
HARO
Reporting
Wordle
Processes

Customer Support
Social Support
GetSatisfaction
Parature
RightNow
Social Media Support
Twitter
Facebook
Blogs
Processes

Human Resources
Recruiting
Vetting
Influence
Time Keeping
FourSquare
Benefits
Mobile Apps
Payroll
Expensify
Processes

Dev
Dev
API World
Widget World
Projects
Basecamp
Collaboration
Google Docs
Processes

IT
Individual Pockets of Knowledge and Tools, no widespread adoption.
Processes

Enterprise Culture and Social Media

Culture 2.0 – Prosumerism
Business Unites Across Departments
Transparency Internally & Externally
Socially Connected to Each Other
Socially Connected to Business Objects
1 Employee – 100 Employers
Fracture Teams
Consumption/Creation
Trust Agents
Processes

Culture 2.0 - Prosumerism
Activity Streams
Curation
Creation – America Does and Will Continue To
Training (Don’t repeat Security 101)
Leadership
Staff
Customers
Social Engineering
Processes

Success Stories

Success - Defined
Numbers
Kevin Rose -1.8 Million
ABC Rental – 5 followers
Meaning
100 Likes or RT’s
0 Likes or RT’s

ROI
Depends on your Goal
Treat Social Media as and a new content form and apply content management strategies toward that information.
ROI is very different in a link economy and influence is an intangible asset.

10 Principles for Online Spokespeople
Be Certified in the Social Media Certification Program.
Follow our Code of Business Conduct and all other Company policies.
Be mindful that you are representing the Company.
Fully disclose your affiliation with the Company.
Keep records.
When in doubt, do not post.
Give credit where credit is due and don’t violate others’ rights.
Be responsible to your work.
Remember that your local posts can have global significance.
Know that the Internet is permanent.

HotSeat
Micro Discussion
Browser
Facebook
Mobile
Twitter

Yola.com is an online Web site builder that allows anyone to easily create, publish, and host a Web site.
Founded in 2007 on the premise that Web site creation should be easy if publishing tools focused less on the technology and more on the user experience, Yola initiated a social media effort aimed at enabling the company to grow rapidly without incurring crippling customer service costs. To achieve this goal, it established a customer community to act as its primary support channel for products and services. The result? A 5-to-1 preference for community support over email and 2 million customers supported by only six people.
2 million customers supported by only six full-time staff. Yola recently announced its 2 millionth customer — less than two years out from launch. This global customer base is supported by a team of only six people dedicated full-time to customer service and community management. This team is responsible for servicing all three support channels: individual email support, community support, and support documentation.

90,000 registered users created 15,000 topics in 90 days
Increased Brand and SEO

Dell sold some $6.5Million through Twitter, but it represented a tiny, tiny, tiny amount compared to their $60Billon in revenues
#FAIL

Conclusion
1995, 2000, 2005, 2010, 2015, 2020
Field of Dreams

Thank You!
info@servicesphere.com
@servicesphere
http://www.facebook.com/servicesphere

Western region speaking tour new media at a strategic level

by Chris Dancy

Accessibility

Categories

Upload Details

Usage Rights

2 Embeds 17

Statistics

Western region speaking tour new media at a strategic level Presentation Transcript

http://www.servicesphere.com	16
http://translate.googleusercontent.com	1