Why social media matters

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Why social media matters

  1. 1. © 2009 RightNow Technologies, Inc.Social Media: Get in thegame
  2. 2. 3 9 13 21 28 37 55Today’s game plan
  3. 3. 3 9 13 21 28 37 55Definition
  4. 4. © 2009 RightNow Technologies, Inc.What exactly is Social Media?Source: http://www.wordle.net
  5. 5. © 2009 RightNow Technologies, Inc.Social media is content created by peopleto share and interact with each other
  6. 6. © 2009 RightNow Technologies, Inc.Social media is about engaging withrelevant and dynamic communities
  7. 7. © 2009 RightNow Technologies, Inc.Social media is a shift in how peoplediscover, read and share news,information and content
  8. 8. © 2009 RightNow Technologies, Inc.Social media is really aboutconversations
  9. 9. 3 9 13 21 28 37 55Why now?
  10. 10. © 2009 RightNow Technologies, Inc.http://www.flickr.com/photos/nasacolab/2907661913/Conversations were thedark matter of the internet
  11. 11. © 2009 RightNow Technologies, Inc. 12Social media platforms shed light onand organized these conversations
  12. 12. http://www.flickr.com/photos/soylentgreen23/2995911291/Many conversations are now happening in public
  13. 13. 3 9 13 21 28 37 55What’s changed?
  14. 14. 15© 2009 RightNow Technologies, Inc.Democracy, immediacy, mobility andtransparency
  15. 15. © 2009 RightNow Technologies, Inc.http://www.flickr.com/photos/crimsonninjagirl/2985286198/Democracy: Everyone’s a publisher
  16. 16. 17© 2009 RightNow Technologies, Inc. 17http://www.flickr.com/photos/thelifeofbryan/78731605/Immediacy: Right here, right now
  17. 17. http://www.flickr.com/photos/polvero/3466964233/Mobility: Everyone can engage from anywhere
  18. 18. © 2009 RightNow Technologies, Inc.http://www.flickr.com/photos/keso/120174017/Transparency: (Almost) everyone can see everything
  19. 19. 3 9 13 19 28 37 55How does it work?
  20. 20. © 2009 RightNow Technologies, Inc.© 2009 RightNow Technologies, Inc.Some voices resonate more than others
  21. 21. © 2009 RightNow Technologies, Inc.To understand why, we need to understandthe social graph
  22. 22. 23Social graph: The social structure surrounding an individual
  23. 23. © 2009 RightNow Technologies, Inc.Social capital: Their impact on their network
  24. 24. © 2009 RightNow Technologies, Inc.http://www.flickr.com/photos/cayusa/2068087368/Ambient intimacy: Their reach across their network
  25. 25. Dunbar’s threshold says that most people can’tmanage more than 150 social relationships…
  26. 26. …but technology expands that circle and theability to use influence
  27. 27. 3 9 13 21 28 37 55Where is it happening?
  28. 28. © 2009 RightNow Technologies, Inc.Conversations are happening nearly everywhere
  29. 29. © 2009 RightNow Technologies, Inc.A few platforms have reached critical mass
  30. 30. 32Lets apply the concepts of the social graphto the major social media platforms
  31. 31. 33http://www.flickr.com/photos/ooohoooh/1350774613/in/set-72157594297419254/Impact Reach
  32. 32. 34http://www.flickr.com/photos/chrisash/38675794/sizes/m/Impact Reach
  33. 33. 35http://www.flickr.com/photos/joits/2635926924/Impact Reach
  34. 34. 36http://www.flickr.com/photos/laikolosse/2712207735/Impact Reach
  35. 35. 37Twitterhttp://www.flickr.com/photos/williamaddington/2486803597/Impact Reach
  36. 36. 3 9 13 21 28 37 55What does this mean to us?
  37. 37. 39© 2009 RightNow Technologies, Inc. 39Consumer experiences happen everywhere
  38. 38. 40© 2009 RightNow Technologies, Inc. 40http://www.flickr.com/photos/tom_legrady/74576984/Consumers can write about these experiences fromanywhere, at any time, for anyone
  39. 39. Many consumers have substantial social capital(impact) and broad ambient intimacy (reach)
  40. 40. A real-time conversation can rapidly spread across the globe
  41. 41. 43© 2009 RightNow Technologies, Inc.RightNow customers need to be able tomonitor and participate in that conversation,in real time
  42. 42. 44Traditionally, our customers have usedreactive channels to respond tocustomers, including…
  43. 43. 45© 2009 RightNow Technologies, Inc. 45http://www.flickr.com/photos/brycej/2607655153/in/set-72157605792888092/Web self service
  44. 44. 46© 2009 RightNow Technologies, Inc. 46... and call centers, but ...
  45. 45. 47© 2009 RightNow Technologies, Inc. 47?10,000 Support Calls100,000 Self Service Incidents... most interactions happen outside direct channels
  46. 46. 48© 2009 RightNow Technologies, Inc.RightNow customers need to engage proactively on thesocial web
  47. 47. 49© 2009 RightNow Technologies, Inc.That’s where the RightNow Cloud Monitor comes in
  48. 48. 50© 2009 RightNow Technologies, Inc.Cloud Monitor lets RightNow customers monitor theirbrand and participate in the conversation on popularsocial media platforms
  49. 49. 51© 2009 RightNow Technologies, Inc.In other words, RightNow customers are enabled tobecome active participants in the conversation
  50. 50. 52© 2009 RightNow Technologies, Inc.This fundamental shift to community interactionwill change our customers’ businesses, because...
  51. 51. 53© 2009 RightNow Technologies, Inc.Consumers value experience over (company) efficiency,yet service and support organizations have been drivenby efficiency in recent years, however…EfficiencyPersonalCRMRelationships
  52. 52. 54© 2009 RightNow Technologies, Inc.EfficiencyPersonalRelationshipsUsing tools like Cloud Monitor, will enable betterrelationships while maintaining operational efficiencyCRMSocialCRM
  53. 53. 55© 2009 RightNow Technologies, Inc.EfficiencyRelationshipsCustomer Experience the RightNow way…
  54. 54. 56© 2009 RightNow Technologies, Inc.So, why does social media matter?
  55. 55. 57© 2009 RightNow Technologies, Inc.Social media, the shift is away from transactions toconversations...
  56. 56. © 2009 RightNow Technologies, Inc.Social media is really aboutconversations
  57. 57. © 2009 RightNow Technologies, Inc.http://www.flickr.com/photos/11739182@N03/1263985679/Welcome to the age of conversation!
  58. 58. 60© 2009 RightNow Technologies, Inc.Thank you!

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