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The	  internal	  Challenges	  §    Companies	  don‘t	  get	  Social	  Media	  §    Corporate	  Culture	  VS	  Social	  C...
Companies	  don‘t	  get	  Social	  Media	                                        ©	  Gakige	  @	  flickr	  hAp://www.flickr....
Corporate	  Culture	  VS	  Social	  CRM	  
Hierarchy	  	  è Network	                       Hierarchical structures don’t                     work in this new       ...
Total	  Control	  	  è Trust	  	  §  Let	  go	  of	  that	  stupid	  “Our	  employees	  can‘t	  be	  trusted…”	  §  Tap...
InformaUon	  Silos	  	  è Transparency	  	  §  Know	  more	  than	  your	  customers	  §  InformaUon	  from	  every	  d...
Perfect	  	  	  è Human	  §  Don’t	  try	  to	  be	  perfect,	  be	  yourself	  §  Use	  the	  opportunity	  to	  act	 ...
As	  always	  	  	  è New	  ways	  	  §  Implement	  “Social”	  into	  business	  processes	  §  Clarify	  the	  impact...
Corporate	  Culture	  Willingness	  for	  change:	    	  §  Hierarcy	  	  è	  Network	  §  Total	  control	  è	  Cultu...
IT	  &	  Security	                            ©	  Camknows	  @	  flickr	  hAp://www.flickr.com/photos/camknows/3726757043	  
Use	  the	  best	  tools	  &	  unleash	  the	  internet	                            If the IT department tells you        ...
Enable	  internal	  &	  external	  collaboraUon	                        Embrace the tools &                      technique...
The	  Social	  Media	  Team	  
The	  Social	  Media	  Team	  	  §     For	  a	  start	  you	  need	  at	  least	  one	  passionate	  person	  §     Get...
Give	  Teeth	  to	  your	  Tiger	  §  Make	  sure	  you	  have	  the	  framework	  and	  resources	  to	      fulfil	  you...
Living	  Social	  Media	  	  “At Zappos there’s no brainswitching between workand private life. Our job is just an extensi...
The Iinternal Challenge of Social CRM - Vivian Pein
The Iinternal Challenge of Social CRM - Vivian Pein
The Iinternal Challenge of Social CRM - Vivian Pein
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The Iinternal Challenge of Social CRM - Vivian Pein

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Many companies understand the value of social media, but most fail before they even get started, simply because they haven't embraced the internal change needed to get it right. Social Media and Social CRM require a change of corporate culture. In this this talk Vivian shares her insights and experiences on how social media challenges the way companies are doing business and how corporations can make the most of the social revolution.

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Transcript of "The Iinternal Challenge of Social CRM - Vivian Pein"

  1. 1. The  internal  Challenges  §  Companies  don‘t  get  Social  Media  §  Corporate  Culture  VS  Social  CRM    §  IT  &  Security    §  The  Social  Media  Team  
  2. 2. Companies  don‘t  get  Social  Media   ©  Gakige  @  flickr  hAp://www.flickr.com/photos/gakige/794679702/     Most facebook pages are toothless tigers  
  3. 3. Corporate  Culture  VS  Social  CRM  
  4. 4. Hierarchy    è Network   Hierarchical structures don’t work in this new environment  
  5. 5. 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  
  6. 6. 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
  7. 7. 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!  
  8. 8. 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…”    
  9. 9. 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  
  10. 10. IT  &  Security   ©  Camknows  @  flickr  hAp://www.flickr.com/photos/camknows/3726757043  
  11. 11. 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  
  12. 12. Enable  internal  &  external  collaboraUon   Embrace the tools & techniques “Social” offers    
  13. 13. The  Social  Media  Team  
  14. 14. 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  
  15. 15. 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
  16. 16. Living  Social  Media    “At Zappos there’s no brainswitching between workand private life. Our job is just an extension ofour life.Company culture is the backbone of our business.Most companies are just trying to pretend to besomething they’re not.We don’t even speak about social media. We are aservice company, it’s just what we do, we want to helppeople in all possible touchpoints.” Graham  Kahr  –  Social  Engagement  ScienUst,  Zappos  
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