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Social SupportMaturitywithAugust 22, 2012
today’s speakers Archana Shrotriya      Emilie Kopp                 Joe Cothrel AE Web Support         Social Business Pro...
we are lithiumdelivering social customerexperiences for the world’s    most iconic brands
what is social support?   Social support is the use of social   channels—forums, blogs, and social   networks—to supplemen...
challenges in service and support                      Sources: Accenture, Lithium customers, Jupiter Research
WAVE 1       WAVE 2   WAVE 3                                                                     
challenges of mature efforts   Performance measurement and improvement   Increasing adoption   Integration of social an...
ni.com
National Instruments—Our Commitment         •   We equip engineers and scientists with tools that             accelerate p...
National Instruments—Our Stability                                                              Long-Term Track Record of ...
National Instruments—What We Do            Graphical system design combines graphical           programming software with ...
From Kindergarten to Rocket Science ni.com            12
Social Business Evolution                                                             IdeaListserv 1991                   ...
2004 Goals of NI Discussion Forums  -   Provide a online public forum where customers can      gather to troubleshoot and ...
ni.com/forums Support Forumsni.com            15
Support Forums Key Features                                                   ni.com/forums• Available in Eight Languages ...
ni.com/forums User Engagementni.com             17
ni.com/forumsEstimated Savings                     Direct & Indirect                        Deflections                   ...
ni.com/forums   Rewards and Reputation    Enthusiasts, Proven Zealots    5 Knights of NI!                           Favori...
Social Business Impact Areas  -   Support: Ensure Customer Success  -   R&D: Co-Innovation: Obtain Product Feedback and En...
Co-Innovation Plan   -   Make it easy for NI Customers to share discuss and vote       on new features   -   Gather feedba...
ni.com/ideas Idea Exchangeni.com           22
ni.com/ideasCo-Innovation  Idea Facts:    2,700 ideas submitted(initial goal    500)    more than 80,000 votes    15,500 c...
12 Enhancements                                                              ni.com/ideasFrom the LabVIEW Idea Exchange in...
Recognition in White Papersni.com                 25
Recognition in User Manualsni.com                26
ni.com/ideas  R&D Welcomes Customer Ideasni.com              27
2013 Goals of ni.com Community/Forums •   Provide Technical Support and Troubleshooting         •   Enable peer-driven tec...
The more active the customer is with NI community,the more satisfied and loyal they are with NIExtremelySatisfied/ LikelyN...
2008 Supporting Category Winner: Nerd  Network: Building an Online Community for  Developers 2010 Energizing Category Fina...
Future Investmentsni.com          31
Customer support on the social webni.com                 32
NI Social Listening ProcessSocial Media Monitoring Tool                    “Actionable Conversations”                 Empl...
Notion of service anywhere, anytime?ni.com                 34
NI’s key challenges and focus areas moving forward •   Align with business objectives and stakeholders         •   Collabo...
Questions?ni.com        36
today’s speakers Archana Shrotriya      Emilie Kopp                 Joe Cothrel AE Web Support         Social Business Pro...
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Lithium - National Instruments Webcast - Social Support Maturity - August, 2012

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Lithium - National Instruments Webcast - Social Support Maturity - August, 2012

  1. 1. Social SupportMaturitywithAugust 22, 2012
  2. 2. today’s speakers Archana Shrotriya Emilie Kopp Joe Cothrel AE Web Support Social Business Programs Chief Community Officer National Instruments National Instruments Lithium Twitter hashtag: #lithcast
  3. 3. we are lithiumdelivering social customerexperiences for the world’s most iconic brands
  4. 4. what is social support? Social support is the use of social channels—forums, blogs, and social networks—to supplement or replace traditional customer service and support channels.
  5. 5. challenges in service and support Sources: Accenture, Lithium customers, Jupiter Research
  6. 6. WAVE 1 WAVE 2 WAVE 3     
  7. 7. challenges of mature efforts Performance measurement and improvement Increasing adoption Integration of social and non-social channels Improving customer choice of channel Leveraging channels for quality improvement
  8. 8. ni.com
  9. 9. National Instruments—Our Commitment • We equip engineers and scientists with tools that accelerate productivity, innovation, and discovery.ni.com 9
  10. 10. National Instruments—Our Stability Long-Term Track Record of Growth and Profitability• Non-GAAP Revenue: $262 M in Q1 2012• Global Operations: Approximately 6,300 employees; operations in more than 40 countries Non-GAAP Revenue* in Millions• Broad customer base: More than 35,000 companies served annually• Diversity: No industry >15% of revenue• Culture: Ranked among top 25 companies to work for worldwide by the Great Places to Work Institute• Strong Cash Position: Cash and short- term investments of $377M as of March 31, 2012 *A reconciliation of GAAP to non-GAAP results is available at investor.ni.com ni.com 10
  11. 11. National Instruments—What We Do Graphical system design combines graphical programming software with modular hardware, leveraging the latest technologies. Low-Cost Modular Measurement Productive Software Highly Integrated and Control Hardware Development Tools Systems Platformsni.com 11
  12. 12. From Kindergarten to Rocket Science ni.com 12
  13. 13. Social Business Evolution IdeaListserv 1991 Exchange 2009 Blogs 2005 Support Forums1999 Twitter, FB, Re-launched in 2004 Mobile 2011 ni.com 13 YouTube 2007
  14. 14. 2004 Goals of NI Discussion Forums - Provide a online public forum where customers can gather to troubleshoot and solve their NI product problems - Build a worldwide community where users can share knowledge and develop a lasting relationship. - Improve searchability of information in the public forum. - Promote loyalty amongst the Enthusiast community. - Integrate public forums with other content databases that exist on the site to provide more complete solutions to our customers.ni.com 14
  15. 15. ni.com/forums Support Forumsni.com 15
  16. 16. Support Forums Key Features ni.com/forums• Available in Eight Languages • Japanese, Chinese (Simplified), Chinese (Traditional), Spanish, Italian, Turkish, Portuguese and Arabic• Advanced Personalization Options • User configured emoticon style, signature, font size, subscription preferences, board layout, time zone, etc.• Backend Support Integration • Applications Engineering in the appropriate worldwide branch is notified for each message posted based on customer location.• Integrated with NI Authentication and Service Request Management • Users login with their existing NI authentication and can post questions Service creation system.• Detailed Reporting Functionality • Granular reporting to trend forum traffic better to monitor success. ni.com 16
  17. 17. ni.com/forums User Engagementni.com 17
  18. 18. ni.com/forumsEstimated Savings Direct & Indirect Deflections $7.5M/year Savings Time ni.com 18
  19. 19. ni.com/forums Rewards and Reputation Enthusiasts, Proven Zealots 5 Knights of NI! Favorite hat to wear at NIWeek Princess Shrubbery from NI Teddy Sword Bear (Avatar)ni.com 19
  20. 20. Social Business Impact Areas - Support: Ensure Customer Success - R&D: Co-Innovation: Obtain Product Feedback and Enable Development - Marketing: Increase Loyalty and Advocacy, Increase Brand Awareness and Manage Reputation - Sales: Drive and Enable New/Repeat Business - Internal: Enhance global employee collaboration and nurture NI cultureni.com 20
  21. 21. Co-Innovation Plan - Make it easy for NI Customers to share discuss and vote on new features - Gather feedback from lead users as we enter new markets - Encourage customers to share their feedback in a public idea forum - Integrate these ideas into traditional marketing efforts - Launch customer driven product enhancements at NI- Week, our annual user conference and trade show. ni.com 21
  22. 22. ni.com/ideas Idea Exchangeni.com 22
  23. 23. ni.com/ideasCo-Innovation Idea Facts: 2,700 ideas submitted(initial goal 500) more than 80,000 votes 15,500 comments on ideas ni.com 23
  24. 24. 12 Enhancements ni.com/ideasFrom the LabVIEW Idea Exchange in the 2012 Release • Subdiagram Labels • Conditionally writing values to loop output tunnels • Enumerated dialog enhancements • Concatenate indexing • Removing selected broken wires • Right-click menu for multiple items • Icon Editor API • Long file path truncation • Contextual Help for Data Coercion • Separate label locations for controls and indicators • Event structure in Base version • String editing dialog box ni.com Accelerate your productivity 24
  25. 25. Recognition in White Papersni.com 25
  26. 26. Recognition in User Manualsni.com 26
  27. 27. ni.com/ideas R&D Welcomes Customer Ideasni.com 27
  28. 28. 2013 Goals of ni.com Community/Forums • Provide Technical Support and Troubleshooting • Enable peer-driven technical solutions • Build Loyalty and Engagement • Enable customer collaboration with other experts • Elevate customer voice within NI • Encourage user contribution • Recognize advocates & power users • Develop User Product Proficiency • Deliver online content to enhance “Getting Started” experience • Accelerate aptitude and innovation through collaboration • Drive customers from product to online contentni.com 28
  29. 29. The more active the customer is with NI community,the more satisfied and loyal they are with NIExtremelySatisfied/ LikelyNot atallSatisfied /LikelySource: US/CA Q2 2011 Customer Loyalty SurveyQ. How frequently do you visit the NI Community or forums to read content, share code, and so on? (Single select)Q. Now, considering everything about National Instruments in terms of the available product information, sales representatives, ordering process,products, and support/services, how would you rate your overall satisfaction with National Instruments? Q. How likely you are to do the following? ni.com 29
  30. 30. 2008 Supporting Category Winner: Nerd Network: Building an Online Community for Developers 2010 Energizing Category Finalist: Energizing Engineers at NIWeek 2010 Embracing Category Winner: Embracing our Customers for Software Development NEW: 2013 Harvard Business School Case: National Instruments LabVIEW Community: Social Business for a B-to-Bni.com 30
  31. 31. Future Investmentsni.com 31
  32. 32. Customer support on the social webni.com 32
  33. 33. NI Social Listening ProcessSocial Media Monitoring Tool “Actionable Conversations” EmployeeFinds all social mentions of NI global brands Checklist Listeningand products (Social Media Coordinator) Network supplements Will taking action help us… monitoring tool • Increase brand awareness • Manage brand reputation Sanity check: Who is it? • Increase loyalty/advocacy - Historical Relationship • Ensure customer success - Influencer - Attention seeker (@- • Obtain product feedback mention, direct message) • Drive and enable new and repeat business Posts “Actionable Conversations” to internal employee network - Coordinator responds immediately or alerts internal experts of relevant, new posting - Employees can collaborate on most valuable response - Member of “core team” or topic expert responds on original platform and links to valuable content - Conversation is tracked and recordedni.com 33
  34. 34. Notion of service anywhere, anytime?ni.com 34
  35. 35. NI’s key challenges and focus areas moving forward • Align with business objectives and stakeholders • Collaboration across NI Social Media, Web Support Operations and Applications Engineering Teams • Avoid creating silos (Facebook vs. Twitter vs. NI Forums) • Leverage our existing processes and existing communityni.com 35
  36. 36. Questions?ni.com 36
  37. 37. today’s speakers Archana Shrotriya Emilie Kopp Joe Cothrel AE Web Support Social Business Programs Chief Community Officer National Instruments National Instruments Lithium Twitter hashtag: #lithcast

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