Social Media in the Workplace

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• Hosted by Rafael Alencar
• Filed under Webinars

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How does social media impact the workplace?

Discussion includes:

• How employees use Social Media within the company to communicate, collaborate and get work done
• Using Social Media to engage customers and prospects
• Designing consulting services to assist clients in leveraging Social Media in ITSM process design and implementation
• Augmenting Navvia’s software product to utilize Social Media for the design of both ITSM and business processes


Cecile: Social Media in the Workplace Webinar. I’d like to thank you for joining.

The slides for today’s webinar will be available on SlideShare, so please visit SlideShare.com and search for GoNavvia.

I’d like to introduce you to your hosts for today. My name is Cecile Hurley. I’m in the marketing team here at Navvia. My colleague Rafael will be helping us with the technical aspects of the webinar. And our host, David Mainville.

Before we get started, I’d like to just do some housekeeping with everyone. For those of you who may have attended previous webinars of ours, I’m going to ask you to go into the chat panel on your go-to webinar screen and please put in your name and city that you are joining us from just to make sure that you can hear well and you can see the screens because everyone’s, right now, in listen only mode. So if you could do that now for me please, I would appreciate that.

I see Thorsten. I see Sharon, Jonathan from Houston, Thorsten from Massena, Sharon, John from Montreal, Bryan from Toronto, Arturo from Mexico City. Thanks for joining us, Arturo, but it’s warmer there. Blaire from Toronto. Okay, it sounds like lots of people are able to hear us and see the screen so that’s just super!

I’d like to turn things over now to David Mainville who’s the CEO and co-founder of Navvia. And David will introduce himself and get started on the webinar. Thank you.

David: Well, thank you, Cecile, and welcome everyone to today’s webinar. My name, once again, is David Mainville. I want to be doing something a little bit different today. I mean I normally talk about IT service management, but I thought that, for today’s webinar, we do something a little bit different. There is a service management spin on all of this, so if you are service management pros, stay tuned because I will pull it all together and relate it back to IT service management. But I wanted to talk about social media.

Everyone’s talking about social media these days. It’s in the news. Everybody’s sort of participating. Most of us are on Facebook. A lot of us are on Twitter, and I think it’s really important to talk about how social media can actually affect the workplace. So I’m a manager obviously one of the co-founders of Navvia. I manage a team of people here, and it’s interesting to see how social media has impacted how we do things.

Just a little bit about me. I’ve been in service management for 32 years starting as a field engineer all the way through to different roles in consulting and service management, and 14 years ago, I helped co-found this company along with my great friend, Karl Bietsch.

I have a couple of slides, I guess three slides on Navvia. For those of you who do not know who we are, Navvia is a company who helps organizations navigate IT and business process complexity via our tools and services. That’s where the name Navvia came from. We’ve been in business now for 14 years, and for most of that time, we’ve been known as Consulting-Portal. Back in October, we rebranded the company, gave it a fresh new look, a new name, and that name is Navvia. But we do have 14 years of service management experience behind us.

We have a couple of things that we offer the marketplace. We have a toolkit, which we call the Navvia process management toolkit. You can get a test drive of that product if you go to Navvia.com/tools/testdrive, and what that does is basically automate the whole consulting methodology that we use for doing service management projects. It has tools to allow you to survey the maturity of your processes, a process modeling tool to allow you to design document and share process documentation with anyone in your organization, a verify module which is a compliance module that ensures that controls, objectives for your processes are being met, an alerting module that gives you access to a bunch of free education provided you’re a subscriber to the tool.

We’re also there to help you if you need consulting, so we are a full-pledged consulting company helping people both virtually, through the internet on a sort of a time and materials basis, onsite consulting engagements where we help the organizations from the strategy all the way through to process assessments, design and implementation. We also do the installation and tailoring of service management tools, and we do have an ITSM education group that provides courses right across the whole ITIL set of courses as well as some other service management courses.

All right! Enough about the company. Let’s jump in to today’s topic. I want to ask you all a question just to get a sense of where the audience is. What’s your experience with social media? If you want to just type in Facebook, or Twitter, or no experience, you think it’s a waste of time, you love it, anything like that just to help me get a sense of who’s out in the audience today. Also, if you happen to have found out about this webinar through social media, I think that that would be helpful as well. We got a message from Becky. I think you do have the chat window so you just type in the comments. We did see that. Sharon likes LinkedIn! So that’s a big thing.

LinkedIn is a huge social network for especially IT professionals. We got Thorsten with Facebook and LinkedIn. We’ve got Steven with Facebook and of course email, one of the original social media platforms. John has LinkedIn, Twitter, Facebook, and Instagram. And “Twitter,” says Jonathan. Slobodan, he’s on Facebook, LinkedIn, BlueWiki. Lots of new one there. “Facebook, Twitter, networks like LinkedIn,” says Jose. “Facebook and some social media in the workplace like SharePoint,” says Blaire. Bryan has minimal experience – LinkedIn only. He doesn’t like Facebook. Actually, he said he was afraid of Facebook, but I can understand that. Becky’s back here with Facebook, Twitter, LinkedIn, Instagram, Pinterest, and a whole bunch of stuff. It sounds like, mostly, you have some experience with social media. Well, what do I know about social media? Well, it’s definitely been an evolution. I sometime feel like a dinosaur.

Social media has been an evolution for me because, quite frankly, I thought it was a big waste of time when people first talked about it. It was something that I felt provided no business value. It was a distraction. It shared too much of your personal life potentially. There were so many reasons that I … especially the time-waster piece. I mean I see people up on certain social media sites with constant streams of feeds, and I know a lot of that can be automated and setup in advanced. But again, a lot of work – some people put a lot of work in social media. But again, depending on your perspective, that could be extremely important and extremely valuable. For me, it’s really been an evolution.

I do think though I have a slightly unique perspective when it comes to social media. Why? Well, I engage others in social media. I use Twitter. I use Facebook. I’m new to the world of Google+ although I’m trying to get a little more involved with that. I’m fairly active on LinkedIn. So I do use social media myself so I got that perspective. But I also manage people who use social media. I manage people who use a combination of social for both helping to promote the company, our company, as well as just as using it for their personal interests. From that perspective, as a manager, I want to be careful. I want to be sure that people aren’t … they’re still productive, and they’re not sharing things that maybe would not be appropriate if it was tied back to our company. So there are a lot of concerns that you would have as a manager. So I have that perspective.

But one of the most exciting things is we’re beginning to market the company using social media, and that’s proven to be a very interesting journey for us. I’ll be talking about that in today’s presentation as well. We are a software company. We have a Navvia process management toolkit, and we’re beginning to enable to software with social capabilities in order to engage people who are in process management work to allow to them to engage their stakeholders and engage their end-users. Again, I think I’m really seeing it from a very unique perspective.

Another company with a perspective of this of course is the Gartner group. I was recently at a Gartner conference back in, I guess it was November of last year, and it was the main Gartner symposium. The big theme of the symposium was this nexus of forces, the things that are actually happening within the IT industry today that are impacting us as professionals, service management professional, and businesses, and organizations and all sorts of people alike. Those four forces were cloud computing – so putting salesforce.com and products like ServiceNow, or EasyVista, or ShareWell, all of these cloud computing platforms. As a matter of fact, the Navvia platform is something that looks up in the cloud.

Big data – the ability … the human race is generating so much data these days that’s going up into all of these different platforms into the cloud. The ability to mine that big data could be very, very helpful for people to make decisions about business, to look for trends, to uncover opportunities. Big data is a big piece of that.

And of course mobile. I mean everyone here on this call today, I’m sure, has some sort of smart phone, has some sort of tablet, and this whole mobile thing is just going wild. I mean it wasn’t that long ago that people were laughing at Steve Jobs for releasing a tablet, and now, tablet sales are, when you add in Apple, and Samsung, and Google Nexus and all those other platforms, are beginning to outpace PC sales. It’s incredible.

And then the fourth nexus of course is social media.

But what I think is interesting about social media, it’s tied in to all of those other three. Social media typically lives in the cloud. I mean your Twitter is a cloud app. You access it through the Internet. Pinterest, LinkedIn, Facebook, these are all cloud apps and again work on that platform or with those platforms. And of course, many of us, our main access to social media is through mobile. I would say probably 75% of the social posts I do are from apps or through a web browser on a mobile device. And of course, social media is driving the big data because a lot of that content that’s being developed and shared, that’s feeding and growing this massive data that’s out there is coming from the social media world. I’m not talking about someone’s tweet, but I’m talking about articles that people post in blogs and things that they put up in Facebook, and those types of things again can be mined for trends and for information about consumer buying habits and a variety of other things.

The way people communicate is changing, and it’ll never stop. The world doesn’t stand still. I don’t know if you can see this. Some of you might be looking at this at a relatively small screen. But up in the top-left corner, there’s something called the gestetner machine. Now, I want any of you who know what a gestetner machine is, I want you to shout out right now. Let me know if you know what that is. I’m going to ask you a question. If you know what a gestetner machine is, what is the one thing you remember most about it? Somebody must have an answer to that question. What’s the one any of you who have used the gestetner machine know about it? Yes. “Blue Ink,” says Sharon. Ah! Bryan says, “I do. I love the smell.” That’s what I remember of gestetner machines. It was probably the first addiction I ever had in my life – was to the smell of the gestetner machine.

A gestetner machine came before photocopiers. So when I was back in grade 3, and that was many, many, many moons ago, one of the treats you would get from the teacher is you’d be the person who would run down to the office with this kind of like carbon copy blue ink paper, and it might be that afternoon’s quiz, or test or some kind of handout, and you’d put it on this drum and you turn this handle and crank it. But that’s was a way people communicated. It was like a printing press in our school. It was a printing press in our offices where we can mass produce communication and share it, and things evolved from there. Ah! The ditto machine. Thanks Becky.

Hey, the typewriter, that was a way people communicated. But that evolved into the word processor, but many word processors were standalone, and it was only with time, probably the mid ‘80s, before we really saw word processors networked together, because at one time, there were companies making standalone word processors. So everything a word processor, word on a PC would do built into a dedicated standalone machine.

Then came all kinds of iterations of communications to the telephone. One big one was voicemail. Voicemail really changed the way people communicated. I would actually say voicemail actually might have hindered communication in many ways, but it gave you a way of screening your calls. Once upon a time, people answered the phone. Now, a lot of times, phone calls go to voicemail. But voicemail was a huge change in the way people communicated. Then came things like smart phones where you have all-the-time access, 24/7 access to your email and to other perhaps some business apps. Of course, now we’re onto the mobile platform.

I guess what I really wanted to kind of say here is communications are changing, and what I’m seeing about social, social media, it’s kind of a new way of communication. I guess most of us out there here on the call today are from the email generation where a lot of our communications is email driven. But you know what? I would say about 5-10% of the communications I get today are direct messages from Twitter or posts on Facebook, direct messages on Facebook.

There’s a group of people, and I think it’s more evident with the younger generation. And I’m sitting here with Rafael. I’m sure he would attest to it. Right, Raf?

Rafael: Yes.

David: Well, actually, why don’t you chime in here? How do you communicate with your friends mostly?

Rafael: Facebook, WhatsApp, LinkedIn, Twitter.

David: Is email a big …?

Rafael: No. It’s more like a formal stuff when I need to sign a document and gather some information, more of a formal way. But usually I communicate with my friends basically via Facebook.

David: Okay. In case that was a little low for you folks, what Raf was saying is Facebook, Twitter is the primary go-to vehicle for communicating with his friends, and family and other folks where email has been relegated to something more formal. I still use email. Thorsten did say … I’ll just reiterate a little bit what Raf said. He was basically just saying that Facebook is really the primary way. That and Twitter is the go-to vehicle for communicating, and I’ve noticed that with my son, for example.

My son doesn’t even have a voicemail account. You call his cell phone, and if he doesn’t answer, there’s no voicemail. If I text him, I get virtually instant access. Try to phone him or email him, I might as well just forget that. And so there’s a whole new generation … I wanted to point this out because it doesn’t mean it’s wrong or right, but it’s changing. And just like we used to use gestetner machines, and word processors and cell phones, well now, people are using a new vehicle. So to totally push this social media aside, you’re losing a whole channel of communication. I guess that’s the point I’m making – the way we communicate is evolving, and the evolution is heading towards more to this instant, real-time …

And then with things like Google groups, Google+, not only real time but real-time collaboration. So people that are kind of in a group see what each other is thinking and saying all the time. Of course, you still have direct channels of communication with people, but there’s more collaboration and sharing which I think is great for all of us because that’s the way ideas formulate. That’s the way things improve. It’s through collaboration.

The original social media. Who out there ever had a party line? I did. I remember getting our first phone. I lived in Montreal, and we got this black phone with a dial. I mean the phone numbers are … my phone number was Daniel 2-6669. So we didn’t even have numbers. We had … Actually, I guess that’s why there’s letters on the dial pad of a telephone because my exchange was Daniel. So to contact me, you called Daniel 2-6669. If you picked up the phone to make a call, chances are somebody else was sitting on the phone making conversation because five or six people in the block were on the same lines, the same party line. That phone, funny enough, was actually screwed onto a wall, so there is no mobile. The only mobile you would have was getting a longer cord for the phone because that was the only way you were to take a phone call somewhere else. So talk about getting a private phone call, taking your cord and going around the corner out of the kitchen and sort of hiding in the living room a little bit and trying to get a private phone call because that’s how it works. It really is changing, and the whole world is evolving around us.

One of the big things that I like about the whole social world is that it’s an opt-in world. So you can choose what information you want to tune into. You can choose … Someone I respect very much in the social media space, Chris Dancy, referred to it on a conversation I had with him as curation. You’re able to curate your feeds. So like a curator in a museum, you can have feeds for a work feed. You can have a stream of information from friends, from family, interests. If you like cycling or if you like camping, you can have a feed that’s curated that way, and then you can choose to look and look at your feeds and respond to them accordingly and sort of separate things out. So you can opt in to the information.

But opt in is very important, because in today’s world, and I’m talking now from someone who tries to use social media to market our company. Opt in is very important because opt in means somebody wants to talk to you. But more often than not, in this world, we have ways to screen people up. So I’m going to talk a little bit later about the different ways that we market our company through social in the various formats, but things like email marketing. It’s one of the worst performing.

Even though all of you probably get way too many marketing messages and you may get a few of those from us too, and I apologize if that’s too many, but it is the worst performing way to communicate with people. I’ll show you some charts and graphs in a few moments about real-time statistics from our website. Maybe 1.3, 1.6 – Raf, correct me if I’m wrong – around 2% at the maximum of all of the interactions that we have with people through our electronic communications, less than 2% of that is through email marketing. Why? Because people have spam filters. People ignore them. People might not opt out of your mail, but they don’t read it because they’re too busy with all the other emails that are coming into their inbox.

I talked a little bit before about the phone. Well, with the phone, you can call screen. You can let things go to the voicemail. So if you don’t want to talk to that sales person or that marketing representative, you have ways of opting out.

The beauty about social media is you opt in. So if you do a search for an IT service management consultant or if you’re doing a search for what are the best ways to implement an IT service management tool, you’ll get all kinds of information. If we have information like that on the web and have properly indexed it and made it available, chances are you’ll learn about us. That way, when you see that information, you’re opting in. We’re providing information that hopefully is beneficial to you. You read it, and then if you want to go any further, you opt in and communicate. So we have an opt in communications world which is kind of interesting because it’s going to change the way marketing is done in ways I don’t even think we’ve begun to understand. Television ads, radio advertising, all of that stuff is losing its potency. Advertising in the newspaper, and programs, and advertising campaigns now are being tied around the whole social space.

Facebook for the enterprise. In the same way that email communication’s going to be extremely overwhelming, you can actually help curate the feed by having Facebook for the enterprise. When I say “Facebook,” there are different tools out there. Microsoft has one, and the name just escaped me.

Rafael: Yammer.

David: Yammer? Is that Microsoft’s social tool?

Rafael: Yes.

David: Microsoft has Yammer. salesforce.com has something called Chatter. They look, and act and feel a lot like Facebook, and they’re a whole lot easier to use than SharePoint. SharePoint had all the right ideas. With SharePoint, you can create spaces, workspaces. You can interact, have calendars. You could subscribe, but the user interface was kind of yesteryears. With these new technologies, they look and act a lot like Facebook, and you can …

For example, here in our company, I could subscribe to the marketing channel, and any time that our team has anything, they’re posting about marketing whether it’s a new brochure, some content, that will come through my Chatter stream. Now, we’re a relatively small company, but when you multiply these into company with hundreds of thousands, tens of thousands, even hundreds of people, you can now choose to follow individuals. Just like you follow them on Facebook or Twitter, you can follow your manager and see what your manager is talking about, and not follow anyone else, and really curate and organize the information that you’re dealing with, and respond to those things that are important. Actually, if there’s great ideas, you can like them and vote them up which actually make them more prevalent and more available to other people.

So Facebook for the enterprise is another way that I think we’re seeing this kind of social influence coming into the way we do things whether that’s just in our normal day-to-day job or whether it’s around the service desk where perhaps you’re subscribing to a service desk feed or an IT feed and being able to get that information much more easily and curate it.

Does anyone out there know what Klout is? So the question I want to ask is what’s your social Klout?

It’s interesting because I was chatting with a gentleman yesterday, just helping him a little bit. He’s in the process of a job search, and one of the things I said is “What are you doing to elevate your Klout score?” I’m not saying a Klout score is the most important thing in the world, not at all, but it’s just another … It’s like your SAT score. It says something. It may not say everything about you, but it does say something. What it really says is “How influential you are in the world of social media?”

This is a picture of my Klout score that I pulled up today. I’m basically signed onto certain channels, primarily Twitter. 61% of my activity according to this chart is Twitter based. You can see that my Klout score has been moving up and down from a low of 45 to a high of 52. What it’s doing is, for example, if you look at that first line there where it says, “John engaged with the update you shared on Twitter,” this is about engagement. So if somebody shares things that I say or responds to things or if there’s a conversation and a dialogue that happens around a certain thread, the Klout system looks at that as being “Okay, there’s engagement and influence.” How many people out there, people with other Klout scores, are listening to what you’re saying? Because they’re able to see that based on the response that those people make, the way they share your information or interact with you. Do influential people, are they being influenced by you? Are you influencing other people? How active are you on Facebook? How active are you on LinkedIn? Where is the bulk of your social engagement coming from?

Now, what I’m going to do is I’m just going to skip out to the presentation for a moment because I want to show you this article I found. This article was easy to find. I really typed in “does your Klout score matter?” and this article popped up. I’m not going to read the whole article. I just want to point out this little section here.

Last spring, Sam was recruited for a VP position at a large Toronto marketing agency. With 15 years of experience consulting for major brands like AOL, Ford, Kraft, he felt confident in his qualifications. But midway through the interview, he was caught off-guard when the interviewer asked him for his Klout score. He hesitated before confessing that he had no idea what a Klout score was. The interviewer pulled up a webpage, and he went and checked it out and basically saw that his score was 34. Now, I’m going to tell you something. Thirty-four is actually a pretty good score so he actually had a fairly good score from what he was doing. He didn’t realize it, wasn’t working it, but the interview cut the interview up pretty short after that and ended up hiring someone whose score was 67.

Now, someone may argue “That’s crazy.” If everything was based on the Klout score, I think that was kind of crazy myself. But let me ask you a question. If you’re looking to be a marketer, a marketing job, and you haven’t marketed yourself, hadn’t raised the awareness of your own brand, well then how effective can you be marketing my brand? So maybe the Klout score does say something. Or if you’re coming in and you want to be received as a thought leader in the area of IT service management, how can you be perceived as a thought leader in service management if nobody’s really following or listening to what you’re saying? Now, you might be … There are people out there, and I’ll give you the other side of the story. There are some people out there who are quite well known who want to get a Klout score of 0 because they think the whole system can be gamed and they’re trying to prove it.

I’m not here being a proponent or a salesperson for Klout, and I’m not here saying you shouldn’t worry about it at all. What I’m saying is there are people out there who take this thing seriously, and it does provide you with some indication, from a social media perspective, as to how you’re being perceived by others and how you’re engaging with others. That’s kind of interesting, and that’s something I learned about.

It takes work. Like over here where my Klout score fell was an extremely busy time for me at work doing a lot of traveling. We’re doing a lot of stuff. I just wasn’t engaged in the social networks. And then through a little bit of just a little bit of focus every day, I was able to bring the score back up to 50. I think it was up 54, 55 once upon a time. But again, if you take your eye off the ball, your score will go down. So it does take a little bit of work, but it also is keeping your name and your face out there. I’m not saying that should be important for everybody, but if you are trying to present yourself as someone who’s a thought leader in the area of service management, it is one tool at your disposal.

All right! Oh, we have … Let’s see. “How many kids under 16 have higher Klout scores than most adults,” says Steven Russo. “What’s the importance?” Hey, Steven. It’s funny. I haven’t talked to you in like 30 years, and we’ve been engaging fairly frequently recently. It’s really good to reconnect with you.

So what does Klout really mean? It’s interesting. I know someone who has a relatively high Klout score, but it’s actually been driven by most of their social world as opposed to their professional world. That’s where someone who wants to actually look at the score needs to look at the other reports that are available within Klout and see where most of this is coming from. Is it coming from Facebook? Is it coming from LinkedIn?

If I’m looking for a sales guy or if I’m looking for a recruiter, let’s say I want to hire someone into my company to be a consulting recruiter or if I work for a recruiting agency, I want to hire a new recruiter, I want to make sure that they’re really well-connected on LinkedIn because that’s where a lot of that stuff is done. If the bulk of their Klout score comes from LinkedIn, that’ll tell you something. If it’s all coming from chatting with their friends and family about social events, and barbecues, and the upcoming weddings and birthday, yes, that’s still influence, but it’s not influence … Obviously, they’re influential because there’s  a lot of engagement, but that may not be influence that’s specific to the industry you’re in. That’s a really good point.

So two things – I think younger people can have a higher Klout score because they are more engaged on the networks, but then you also have to look at where they’re engaged. That’s a great observation and comment, Steven. Thank you for that.

The six lessons that I’ve learned regarding social media. Again, just to remind you all, it was a two-year journey. I used to think Twitter was just a bunch of people. It was the same group of people patting each other on the back and talking to each other. I used to think that way. What’s the value? How do I monetize that? How does that help my business and my career? So I was very dubious about that. Facebook? Why do they want to use Facebook? If I want to talk to my friend, I pick up the phone and call them. I don’t need Facebook, or I send them an email. I was very, very dubious about this.

But what I’ve learned over the last two years or so is that, first of all, it’s only part of the communications mix. Social media will never replace everything. We’re actually doing more conferences and more live events now than we’ve done in a long time, and there’s a huge value of sitting across the table from someone, looking at them in the eye and having real communication. So social media will never replace that. It’ll augment it but not replace it.

Also, I’ve learned that it requires governance and oversight from a variety of perspectives, and I’ll get into that a bit more.

It also does have an impact on employee productivity, and I’ll talk about that.

Social media can be a bit scary. I think it was Bryan who said he’s afraid of Facebook, and I don’t blame them. It can be a bit intimidating – putting yourself out there, people liking or not liking what you say, people making negative comments about an article you wrote or something along those lines. So it can be a bit scary, but I think … We’ll talk about that as well in the upcoming slides.

It can definitely, definitely help engage customers and colleagues. I’m telling you there are more than a handful of people. I would say six to 10 people I engage with on a regular basis, some of them are quite some fairly well known respected people in the IT service management space, and all of the communication is by Twitter. Most of that is through direct messages, so it’s not seen in the public channels. It’s kind of funny because I would be missing messages because I wasn’t quite active on it, so now, I at least look at my social channels everyday because there could be messages that are waiting for me, which actually might seem like extra work for people. But it does help me engage with a group of people that I might not have engaged with otherwise.

These folks, by the way, that I’m talking about, I never met them face to face. I’ve met them on Twitter and Facebook. I’m sorry – Twitter and LinkedIn before ever meeting them face to face, and some of them I’ve not met face to face. Actually, at the Pink Conference, I don’t know if you know Rob England, the IT skeptic, Barclay Rae, who’s a very well-known ITSM person out of the UK, Carlos Casanova who again is just an amazing guy with a ton of insight at configuration management seem to be, I met those guys face to face for the first time a few weeks ago at the Pink Elephant show in Vegas although we have been sort of talking, chatting off and on for a couple of years. It was really interesting. It can definitely help you engage customers and followers.

Obviously, it’s becoming a part of every employee’s toolkit, and we’ll talk about that in a little bit more.

First of all, it’s definitely only part of the communications mix. It’s very important not to ignore one audience over another. We have clients who are very, very careful. They block YouTube. So by putting up a YouTube video talking about our company or broadcasting a webinar through YouTube channels, we might be actually cutting off a whole segment of our audience. So it’s important not to ignore one audience over another. You can’t put everything into social because there are certain organizations who really discourage that within their companies. I’m not saying it’s right or wrong. No. It’s every organization’s personal choice, and I’m totally onboard with that. But I, as someone who’s trying to reach out to folks as part of the audience, I have to be aware of that that I can’t reach everybody through social media, that the best way sometimes is a phone call or in person or actually getting on a plane.

I had someone say to me a few weeks ago, I flew to Chicago, and we were going to do the meeting over a WebEx kind of thing, and I said, “Would you prefer if I came out?” and the person was like, “Huh! Yes! I always appreciate a face-to-face meeting,” and it was worth it. What we learned by looking at body language, and shaking a person’s hand, and slapping each other on the back or whatever you do when you meet someone for the first time, you’re not going to replace that with Twitter or Facebook.

Also, there’s a lot of … like I say, there’s no amount of blogging or tweeting that will penetrate some companies’ firewalls. So it really is only part of the mix. But I’m going to show you how it’s maybe a more important part of the mix, and it might be a good time to show you that now.

I’m going to switch over to Google Analytics. Actually, you know what? I lied. I’m going to come and show the … I’m going to talk about that a little bit later, so excuse me. We’ll get to that.

Hey, it does require governance and oversight. There used to be those commercials. “It’s 11:00. Do you know where your children are?” Well, I like to say, “Do you know where your data is?” Are your employees putting data up in Dropbox? We’re a consulting company, and we get documentation from clients and what not, and one of the first things I said is “We will not use systems like Dropbox, or Box or ShareIt to communicate customer documentation because I do not know how secure they are, I don’t know if they’re encrypted, I don’t know where the server sits, I don’t probably know these servers are sitting in geographies that are outside our laws. By sharing the data that way, I could be losing control of it.

So we went out and got something called Oxygen Cloud. It’s very secure. It’s encrypted. We can choose exactly where our data is posted, what part of our data is posted. If an employee leaves, we can wipe all that data off their machines. But I was in a conference, basically a presentation. I asked people to raise their hands if they use Dropbox, and then I asked the second question “Raise your hand if you know where the data is,” and they didn’t. It’s so easy …

There are people out there that say, “Collaboration is more important. To be able to share things are so important,” but if you can drag a folder from your computer, and drag it into a Google Hangout space, and copy 50 MB of company confidential information and now make it public through your social network, I’m not sure. That requires some governance and oversight. Enough said about that.

Also, do you know what’s being said about you and your company? It’s very easy whether it’s an employee, or whether it’s a competitor, or whether it’s a customer, things can be said about you on social media. I think it’s important to kind of be aware. Once you go social, you also got to have to monitor that stuff, because it gives you A) an opportunity to respond.

There are lots of recent examples. I think one of them was there was a company who manufactures bourbon in the US, and they announced that, due to supply shortages, they were going to change the amount of alcohol in their bourbon from whatever proof to a few points less. I mean it wasn’t a huge change, but the social outcry was overwhelming, and they actually gave up that idea to do that because their bourbon was so popular, especially in the expanding markets in Asia, that they wanted to be able to make more of it. The only way they could do that was “water it down.” They didn’t see it as watering it down, but the social media sphere definitely saw it as being watered down, and that was horrible. Oh, Maker’s Mark was the … Thank you, Blaire.

I mean it’d be interesting. What were your thoughts about that, Blaire? Did you see it as being watered down? Just curious what your opinion was. Disappointed? Yes. Look at that – disappointed. It wasn’t only Blaire that was disappointed. There was how many tens of thousands if not more followers, social media people. I mean it made the news. I’m not a bourbon drinker, so I wasn’t really aware of Maker’s Mark, and I learned about that company basically from negative news, which they say that any press is good press, but I’m not sure that was an example of good press.

So it’s important to know what people are saying about your company.

When it comes to social media and productivity, I like this cartoon. As soon as I text it, IM it, tweet it, update my status to getting right down to it, I’ll get right down to it. So it sounds like a lot of work. I’ve gotten into the habit. I try to find 10-15 minutes a day to catch up on my social media stuff. So yes, I actually have to put some time aside, but I think the value proposition has been big enough for me that it’s worth doing. As a matter of fact, I get more value over that 10 or 15 minutes than I do emptying my email folder of spam and junk that’s come through. So it does take time, and you don’t want to find employees spending all of their time just talking with their friends, but on the other hand, a nice mental break every now and then to surf the web or to check in with a relative. That’s all good stuff and it’s great.

Even though it has an impact on employee productivity, I actually think it can be a benefit. It gives you access to new ideas because if you’re on LinkedIn, there’s dozens and dozens of LinkedIn groups that are focused on IT service management where people are discussing incidents, and change, and release and whether Agile is a good way to address your service management tool implementation. All of that stuff is being discussed and shared with experts and non-experts alike. So it’s access to new ideas. It lets you collaborate with people.

I got to meet people and talk to people that I wouldn’t have been able to not that many years ago where I can reach out and ask Chris Dancy a question about something, or I could send a text and get an industry leader in some area actually respond it. That’s pretty wild. You can collaborate with industry experts, which can help your career and help improve how things are on your company. You can recruit new staff.

LinkedIn is by far the number one job-recruiting site on the planet. Almost all of the headhunters, and if you’re a headhunter, I apologize for that term if you don’t like it, but almost all of the recruiters today are using LinkedIn as one of the primary sources.

It lets you share concepts not only within your organization but outside to the world, get feedback. It lets you see what others are saying about your company. So I think it does have an impact on employee productivity, but I think it can have a very positive impact on employee productivity.

It can be a bit scary. “I’m too old to start.” Well, I was born in 1958, and I had a party phone and ran the gestetner machine, and most of my life, there weren’t computers … When did computers come in? 1980? For like half my life, computers didn’t really exist at least in the form of personal computers. No, you’re never too old to start. I don’t believe you are.

“I don’t understand it.” Well, that’s why I hope that sessions like this can at least start opening it up, but it is easy to understand. There’s good documentation on the Internet about how to use it.

I would say start where you’re comfortable. Every single one of you should have a LinkedIn account.

I have a question that came in. “Do you recommend we have separate business and personal social media accounts? How will you set up? I’m worried about giving too many people access to personal information.” That is really important. I’m not sure if I talked … I do talk about this more in the presentation, but I manage my public persona as carefully as I can.

So for example, I spent a lot of time, and Rafael here helped me a little bit in the early days, about setting up my Facebook profile because I was really concerned because I have nieces and nephews, and I got lots of relatives, and we all have family members. We know what they’re like, and things can come across your Facebook stream that you might not even approve of personally – a joke that you personally don’t find tasteful or an image that you might not normally want to be associated with. You want to be able to lock down your Facebook profile, at least what I’ve done, so that I choose what’s showing on it. I can still see a timeline of … I can still see what everyone’s sharing with me, but it’s not automatically posted back onto my profile so people can see that. That way, I choose what I put on my profile, and I tend to talk about on my Facebook profile … I went there right now, and I have it up. I can bring up my Facebook. I keep it pretty innocuous.

On one hand, I’ve got a stream of stuff that’s just coming from anybody, but on the other hand, I have my profile, which is managed. So I shared a tweet about today’s webinar. I talked about Canada’s involvement in a satellite to detect near Earth orbit objects like asteroids and what not. Some pictures of my dogs – I love my dogs. A conference we attended. I talk about my hobby, cycling, and some of the stuff I like about that. I talk about some stuff I’ve seen on the news. Actually, we’re coming to work during the blizzard a few weeks ago, and myself and the dogs got on the CTV news, so I put up a link about that. So this is a mix of business and personal interests, but it’s very, very curated. My niece’s spring break pictures aren’t going to make it onto this site even though I might get somehow tagged … not tagged in one, but one might be shared with me. Same thing goes with LinkedIn.

Do I have separate IDs setup? Not really, but I do have separate … I do curate things very carefully. I guess you could go … Rafael, do you have a … I don’t know if you have a comment. Does it make sense to set up separate ones in your opinion? I’m going to move the mic a little closer to you this time.

Rafael: I think you should use just one account, but you have to make sure that on LinkedIn you use more professional content, and if you want to setup on Facebook, you should setup with some lists and you can share your list as a public list. You can share with people in your city, in your country, have Google friends [inaudible 00:47:21] share that content on with them. You can set up but them to set up according to different groups. You should have only one account especially on LinkedIn. If you set up different accounts, LinkedIn is going to be very tight with you and make you close down one account. They make sure that just one person is using one account. Just like David said, just be careful what you post because, in your social media, everybody is going to see what you’re posting.

David: Yes. I think the good takeaway I got from that is you can use different places like … LinkedIn is by far the go-to professional account, and keep it professional. Google Hangouts could be the place that you get friendly with people and socialize, whereas Facebook might be more for relatives and friends. I think that’s a better way of separating things than having multiple … Maybe I misunderstood your question, but you are having multiple accounts. You have a LinkedIn account, you have a Facebook account, but don’t have multiple profiles on each of those properties. Thanks, Raf, for chiming in there.

Back to the presentation.

“It’s a waste of time. What will I say? I’m a private person.” Well, first of all, be yourself. I like space stuff, so you’ll often see things about NASA or the Canadian Space Agency. I like cycling. I like camping. You’ll see that stuff, but I also love Navvia. I’m one of the co-founders. We’re fortunate enough to get some business with Columbia University. We were down on campus, and we got some pictures of their library. It’s so beautiful, the architecture. I put that on Facebook because I was very proud that we won the business. It was also kind of cool to be in that history. As a matter of fact, one of the last meeting we had was in the room where FM radio was invented, so it was actually a national historic site. [inaudible 00:49:19].

I think it’s really important to take a stab at it and start slowly. I think Bryan mentioned he started slowly with LinkedIn, and I think that’s a great place for us all to start. Then expand a little bit. Go into the LinkedIn groups. Respond to somebody’s comment. Put in your two cents. See what they say back. That’s the engagement you’re looking for. Start where you’re comfortable and then spread your wings.

It can be a bit scary, but take care to lock down your profiles, take care to remember that what you put out there is going to be out there forever, so don’t put out stuff that you don’t want people to see. If you take those tenants to mind, I think it can be a very rewarding experience.

The other thing that social media can do is really help you engage your customers and your colleagues, and that can be from a variety of aspects. It can be from a customer service perspective where you’re looking to share information to post fixes for pieces of equipment, for just providing an FAQ or any kind of information on the outbound basis.

It’s also great from an information sharing perspective. As you are building your own personal brand, as you’re building the brand of your company, information sharing is a great way to attract followers. It’s a great way of showing your thought leadership. It’s a great way of showing and demonstrating that you have a voice in this world, and like I said, thought leadership is the next point here. So if you’re building both your personal brand or the brand of your company, you might want to establish yourself as a thought leader. One of the things I’m going to do now is jump over and show you how important something like thought leadership can be in the whole arena of social media.

What I’m going to do is I want to pop over to something called Google Analytics. Now, Google Analytics is a system that allows us to track how people interact with our website. It’s one of the many tools that we use to see the effectiveness of our social media campaigns.

What you can see here is that … I’ll just take a look here at the date range. Beginning on January 1st of this year going through until the end of March, you can see that we had 16,000 page views of our website. If you can take a look, you can see how that breaks down by the various pages within our website. As you can imagine, the bulk of those page views were, let’s call it, the root page which is the home page of our website. And then the next highest was tools where people could learn a little bit about the software that we sell.

Interestingly enough, the third highest page that people went to was the resources page. The resources page of our Navvia website is where we keep all our articles, our webinars and basically all the content that we produce, and this content is produced for the purposes of demonstrating our thought leadership and for allowing the search engines, such as Google, to basically go through our site, index our site and determine that we have a relevant voice in the area of IT service management. So resources was the third highest page.

Yes, people went and looked at our consulting links, took a test drive of our product, learned a little bit about our company, but then you can see starting from here from seven down, almost all of it has something to do with social content that we created. So an article, “Social Media in the Workplace,” the article on which this webinar was based, received 472 page views since the beginning of the year. Contact us, reviews of our product, concierge is an application that we created, a social mobile application to help us promote our attendants at the Pink Conference earlier this year. You can see we had 334 views of that. Then there is some content called “ITIL in 10 Minutes,” an article called “Three Things to Remember when Implementing IT Service Management,” a webinar on process management quick tour, a webinar on IT Service Management or why IT service management initiatives or any projects fail, and you can see that almost everything from this point forward is about content that we created.

Now this content has a very important purpose. It demonstrates, yes of course, our thought leadership. It’s helpful for you, our clients, so you can find information and learn a little bit more about the area of service management. But it also helps us from a search perspective. Social media can help you market your company. Because we have this content on our website, this content is indexed by Google, and if I were to go over to Google right now and let’s say type in “ITSM tool implementation” and do a search for that, well, you can see one of the top hits that comes up is Seven Steps to a Successful Tool Implementation which is a piece of content that we created. If you continue and look through the various entries on this first page, you could see there is a webinar, “Seven Steps to an ITSM Tool Implementation,” which was a broadcast on Twitter. Maybe that’s all we have on the first page, but considering we come up pretty much at the top of the first page is a pretty impressive statistic given that this is not paid advertising. This is Google determining that we have a relevant voice in the area of service management. Similar things can happen if I was typing in for ITSM consultant, or why IT service management initiatives fail, or social media in the work place. This content helps drive people to our website.

Okay. Another thing I want to show is another tool that we use to help analyze traffic to our website, and that’s called HubSpot. You can see here in HubSpot that we’re trending over the last three months to have a very successful amount of traffic. Actually, up 39% compared to the last three months. Again, a lot of that is driven by things such as articles, webinars, press releases and links to other sites within the internet that basically help direct traffic to our website.

We can also see that we’ve gotten leads which we define as people who have actually contacted us through the website, and that number of leads had gone up. That’s one of the things we’re trying to do.

I think I mentioned earlier in this opt in world, it’s more difficult to get people’s attention. So what you want to do is have people find you and have people decide based on the quality of your content and the quality of your thought leadership. Have them decide if they want to contact you, and that’s what we’re trying to do with this whole aspect of social media.

The other thing I want to show you is this sources report. Again, this sources report is showing the data from this year today – January, February, and March, and it’s showing the amount of traffic that’s coming to our website by source. So you can see these bottom areas, this bottom section is called direct traffic. Well, direct traffic is someone typing in our website URL. So they know about us already. They either had our page bookmarked or they typed in www.Navvia.com and came directly to us, and that represents about half of the traffic to our website.

What’s interesting is where the other traffic’s being generated. Almost half of the traffic to our website is being generated through a combination of organic search. That’s where, for example, when I typed in ITSM tool implementation a moment ago, someone found our article, came to our site. That’s an example of organic search. Someone typed in a string of keywords. Based on that keyword search, they were directed to our site. A significant amount of the traffic to our website is coming through this organic search.

Another part is social media. Social media consist of things like Twitter, Facebook, LinkedIn, and you can see here that social media is a fairly significant part of the traffic. When you combine the social media along with referrals which is us being placed on other websites because of our content and our thought leadership, when you combine these three things, it’s representing about half the traffic to our website. From a marketing perspective and a promotions perspective, it is very important to take these initiatives, to write articles, to tweet, to be on Facebook.

Let me break down these numbers a little bit more. You can see organic search represented 2,463 visits to the website. Referrals were just under 1,000. Social media was just under 1,000. Email marketing was well behind. Email marketing only represented about just under 600 visits to our website, and one would think that email marketing would be a very good way of promoting a website, but not really. Most people don’t respond to marketing emails, and secondly, you’re only sending marketing emails to people who have already agreed to receive communication from you. We completely follow the can-spam rules. If people opt out, we’ll never send you an email. The expression I like to use is basically “you’re fishing in a barrel.” It’s a well-defined set of contacts, and you’re sending them communications which is great, but it’s not attracting new people to your website. And then of course you have direct traffic. That’s the people who already know you.

Fifty percent of the traffic to our website is really being driven by the organic search and the social media, and I include organic search as part of social media because what drives people there is the content that we create – the articles, the webinars which are all part of the social mix.

Anyway, I just wanted to share some of those statistics with you. I find them fairly interesting. Okay, let me go back to the presentation.

I just wrapped up on thought leadership and sales and marketing. Those two things really tie together, and social media is a great way to represent your company and to attract people to your website and hopefully if they like the message that you have and the content that you create, we’ll consider you as a company we do business with.

Now, there’s building a personal brand. Building a personal brand is very important because as an employee, it’s your responsibility to keep yourself marketable and to ensure that your career keeps moving forward. Social media is a great way of building that personal brand. It’s a great way of actually getting your message out, making you a thought leader, and one of the great ways of doing that from a personal perspective I think would be LinkedIn. I’ll go talk a little on that one when we wrap up. LinkedIn is a great tool for helping IT professionals network and communicate and share, and I think everyone out there should have a really solid professional LinkedIn profile, and you should use that as a great way of sharing and communicating with your colleagues.

And then there are building relationships. There are a lot of people I’ve met on Twitter, on LinkedIn whom I never would have met any other way. So I’ve been able to establish relationships with people like Chris Dancy and people like William Goddard, and Rob England, the IT skeptic, and Barclay Rae from England, and these are folks that I’ve formed a little bit of a dialogue in the social sphere and then actually got to meet face to face at conferences. These are very knowledgeable, very articulate people when it comes to the subject matter of IT service management, and it was really a privilege to be able to meet and build a relationship with these folks. I never would have been able to do that if it wasn’t for social media.

I just want to emphasize that social media has to become part of every employee’s toolkit, and just to summarize those points, it can help you learn. Getting into LinkedIn groups to learn about new tools, to discuss some key aspects around change management or incident management, to be able to learn about new technologies, cloud computing, software as a service. This is a great domain. The domain of social media is awesome. You can get into a Google Hangout and have a real-time discussion with some industry leaders about aspects about IT service management, or you can go into a discussion group and ask a question or share your knowledge with other people. That sharing of knowledge can really help you enhance your reputation and bring your profile to the forefront. It lets you collaborate with others like I mentioned before, meet new people, ask for other people’s ideas, their inputs, their suggestions, or to in turn, share back with the community.

Finally, it can help you find a job. LinkedIn is by far becoming the number one recruiting resource for people like ourselves if we’re looking to hire and employ or for employees that are looking for a job. It’s key to have a good profile out there on LinkedIn. Having a good profile in LinkedIn will allow you to be found. It will give people a good indication of what your capabilities are. It’s the modern day version of a resume, and if you don’t have a good LinkedIn profile, I really encourage you to get one.

Now, I want to tie this back to the area of IT service management. More and more were seeing social media built in to service management tools. ServiceNow, one of the leading IT services management systems, has their social IT component which allows you to subscribe, or to basically follow a ticket, or to subscribe to different activity streams or feeds, to collaborate, communicate. More and more tools are actually …

I was in a conference in Ottawa a few weeks ago, and I met a very … some people from Microsoft who were talking about Yammer and how Yammer is being more and more integrated. Yammer is a social enterprise social media platform that’s available for organizations who want to have their own “internal Facebook.” They were talking about how Yammer is integrating in with more of the Microsoft service management applications, how they have basically a created components and add-ins to the Yammer tool that can look at newsfeeds, can detect if someone’s talking about Microsoft and bring those things into a ticketing system and to bring that through a dashboard so that folks within Microsoft can take action upon it.

That’s really interesting. It can help you through these kinds of connections or through just social media in general understand what your clients are saying, allow you to get feedback about your products and services.

Again, it’s a perfect tool for knowledge exchange. We’ve talked about that already on a number of the slides. You’re able to go out there and to go into service management discussion boards. You’re able to ask industry experts, build relationships, and follow newsfeeds. It’s just an incredible way of expanding your knowledge and also allowing you to collaborate with others.

From a social media and ITSM perspective, it’s an amazing set of tools that can allow you to just become more capable, more competent, more visible in the area of service management. Again, I think there’s a lot of value that can be obtained by doing this.

I just want to summarize and wrap up the presentation for today. In summary, I just want to say that evolution has really made us social beings. We’ve evolved to be social. We live in families. We interact with people. It’s so important to be connected to others, and social media is really that next evolution of communication tools that allows us to be even more social. But don’t forget, it’s only a tool, and it’s never going to replace the human touch.

Rafael Alencar

Rafael Alencar


• Hosted by Rafael Alencar
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