Designing IA for AI - Information Architecture Conference 2024
ITIL V3 Chief Architect's Practical Guide to Leveraging Social Media for IT Operations
1. Axios Systems
ITIL V3 Chief Architect’s
Practical Guide to
Leveraging Social Media for
IT Operations
Sharon Taylor, President
Aspect Group Inc.
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2. Practical Guide to Leveraging Social Media for IT Operations
Agenda
Social media in context
Growth of social media
Is social media a service?
Business and social media
Impact to the ITSM provider
ITSM providers and social media
Incidents, Problem, & Knowledge Management
Challenges and risks to ITSM
Expert advice
assyst10 demonstration
Q&A
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4. Growth of Social Media
Twitter has 200 million users and generates 250 million tweets every day
LinkedIn has 150 million users from 200 countries
YouTube has over 4 billion videos viewed in a day
53% of employers now 75% of brand “likes” 43% of companies use
research potential job come from successful blogging as a means
candidates online on public advertising within of marketing
social networks Facebook
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5. Is Social Media a Service?
ITIL®’s definition of service…
“A means of delivering value to customers by
✔
facilitating outcomes Customers want to achieve… ✔
without the ownership of specific costs and risks” ✔
We manage, support, communicate and use and use
Social media for achieving something.
Social media in all its forms is really a service asset
ITIL® is a registered trade mark of the Cabinet Office
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6. Business and Social Media
Strengthen relationships with customers
Enhance their brand awareness or preference
Share information and ideas with customers
Increase revenue by attracting new customers
Leverage viral marketing
Provide business transparency
Create intellectual assets
Conduct research
Lower costs, enhance productivity
Help people work better with each other
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7. Impact to the ITSM Provider
• Understand the complexity
• Provide governance and policies for use
• Expert authority on exploiting social media
• Trusted advice and guidance
• Predict impact
• Administer security and access
• Influence decisions
All while managing the business RISK!!!
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8. ITSM Providers and Social Media
Customers choose how to
communicate
Service chat
Replace phone calls
Remote access
Follow what is important
User interface
Knowledge base Discussion groups
Satisfaction surveys
Service marketing
Problem teams
Collaboration
Professional forums
Access on a variety of devices
Communicate service status
Team collaboration
Status updates
Service Desk
Greater range and hence
Information sharing
Change alerts Topical advice and info
Service info Customer opinion platform
Communication is multi-directional
value for the customer
and collaborative
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10. Problem Management
Captures experience from across
the organization, not just in IT
Can leverage external
knowledge and experiences for Crowdsource problem solving
Publish workarounds
greater root cause identification Identify trends
Collaborative Root cause analysis
and triage
Major incident status reporting
User training and knowledge
Demonstrates transparency
within the organization at
commitment to collaboration Problem management
over 'IT only' mindset
Location independent IT to IT
collaboration
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13. Emerging Uses of Social Media within ITSM
ITSM tools using full integration with Social networking apps
Automated ticketing from social platforms
Peer to peer live support
Monitoring support communication
Collaboration between providers
Push notifications to devices on social platforms
Social sites dedicated to product knowledge
Social profiles within ITSM tools
Service catalogs hosted on social media platforms
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14. Knowledge Management with an Edge
Self help knowledge bases
Monitoring
Virtual, collaborative
gamification for learning
Measuring, trending
Influencing behavior,
productivity, demand
Greater contributor to organizational goals
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15. Dynamically Building Knowledge
Quick Links to FAQs
Reviews
End users can open a new
incident/request if the knowledge
procedure did not satisfy their
needs
Procedures can contain both inline
images, hyperlinks and attachments.
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16. Challenges and Risks to ITSM
Governance & Compliance
Negative Exposure
Process Integration
Security
Support
ROI and Value
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17. Addressing Challenges and Risks
Ensure strategic objectives, compliance and use policies
are created or revisited with use of social media in mind
Examine how business and IT processes will change in your
organization with use of social media and revise process
workflows to incorporate this
Ensure that policies for when, how social media is used
and what is and is not considered acceptable use.
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18. Addressing Challenges and Risks
Review the intended use of social media within the
context of your existing security management practices-
look for vulnerabilities that might emerge as a result of
introducing its use.
Understand the expectation your customers and staff have
for supporting this environment and factor these costs in as
part of overall IT service costs
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19. Addressing Challenges and Risks
This is the same as introducing any new technology-ramp
up the skills, roles and work practices needed to support it
Develop a cost model just as you would for any service
and define what parameters will justify value and how they
will be measured
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20. In Summary
The same guiding ITSM principles apply
Cost, benefit, reward People, processes,
& return products, partners
Measuring, outcomes,
Attitudes, behaviors,
capability,
cultural values,
performance
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21. assyst10 Demonstration
Jason Hopwood
Senior Business Solutions Consultant – ITIL Master
Axios Systems
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22. Social IT Management - Our Approach
Social IT Manager
Measurement
Develops the Social
Data Analysis Communications Infrastructure
Customer Support
Reporting Overseas SM Activity
Monitoring
Coordinates SM Activity
Support
Provides Leadership + Support
Triage
IT PR + Reputation
Integration
Mgmt
Feedback
Monitoring
Responding to Crises
Content, Events and Promotion Axios assyst - Internal
Collaboration Hub
Community Management
Monitoring IT Marketing
Responding to Inquires Research
Content / Knowledge Content
Triage Development
Integration Promotions
Gamification
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24. Questions
Please connect with us on social media:
@Axios_Systems
/axios-systems
/axios-systems
/axiossystems
blog.axiossystems.com
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Editor's Notes
Managing Incidents Requests Communicating with customers Communicating with service tiers Lower costs More responsive Better SLA management
Social Collaboration – Crowdsourcing for the IT User Complex Incidents and Changes often require multiple skilled resources to work together to resolve and/or process them. However, those same highly skilled personnel are often employed doing other things when their input might be required. It is this issue that social collaboration for IT users is meant to resolve. When logging a particular ticket, IT users may choose to create a collaborative session and invite multiple resources to work together to solve a complex issue. IT users may then log onto that particular session and iron out details in a short order. Should some users be unavailable, the collaborative session will act similarly to a bulletin board allowing messages and ideas to be posted and responded to as users are available. If the session resolves the issue, it may be nominated for inclusion in the Knowledge Base. At this point, it would simply be routed to the Knowledge Manager who would format it appropriately, and add it to the Knowledge Base.
Breaking down silos – cross functional teams collaborating. Different skills, disciplines. Launch a session instead of email Capturing a typical conversation that might otherwise be happening on multiple sources like email, phone, etc. By using social media, we can now make this searchable and this helps to ensure we continue to follow process workflow =
Peer to Peer Support For IT this allows an individual to handle multiple issues / requests at once and provide instant support increasing customer satisfaction. For Business Users (End Users) this means they still perform revenue producing activities while working through support issues. IT –to- IT collaboration Helps solve complex issues rapidly reducing support time / cost as well as increasing the uptime and availability of critical business services thus increasing end user satisfaction, business productivity and leaving a more positive perception of IT. Crowd sourced Community Support This feature can reduce the cost of support by avoiding phone and email to resolve issues. It also allows users to maximize their usage of key business applications and in turn increase their productivity and their business ’ revenue
Governance & compliance Applying corporate or IT governance to externally owned and managed assets Negative exposure or poorly managed use of social media can threaten business reputation, security, policies Mitigate these risks by ensuring strategic objectives and compliance and use policies are created or revisited with the added use of social media in mind. Process integration Within ITSM and business the use of social media transforms how processes are executed Failing to spend effort on integrating processes with social media use Mitigate this risk by revisiting how business and IT processes are changes in your organization with the added use of social media and revise process workflows to incorporate this. Public exposure Staff use of public social media can trigger instant and sometimes overwhelming reactions from staff, followers, customers, etc. The use of public social media creates instant opinion driven reaction and can spiral into negative exposure for business and ITSM Mitigate this risk by ensuring that policies for when, how social media is used and what is and is not considered acceptable use. ROI Use of social media without carefully planned implementation can create unexpected costs Uncontrolled, un monitored use and ITSM support costs for business customer use of social media can add hidden service costs Mitigate this risk by first understanding the expectation your customers and staff have for supporting this environment and factor these costs in as part of overall IT service costs. Security Still the number one concern with externally managed environments is the security. Failing to consider the organization security needs can expose IT and the business to vulnerabilities Mitigate this risk by reviewing the intended use of social media within the context of how it fits into your existing security management practices and look for vulnerabilities that might emerge as a result of introducing its use. Support Business expectation for IT to support their use of social media IT not having the capability, knowledge or skills to adequately manage and support the use of social media within. Mitigate this risk by taking the approach that this is the same as introducing any new technology and ramping up the skills, roles and work practices needed to support it. Value Ensuring value for the use of social media Lack of defined measures to quantify value for money. Mitigate this risk by developing a cost model just as you would for a service and define what parameters will justify value and how they will be measured.