1. © 2009 RightNow Technologies, Inc.
Social Media: Get in the
game

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Today’s game plan

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Definition

4. © 2009 RightNow Technologies, Inc.
What exactly is Social Media?
Source: http://www.wordle.net

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Social media is content created by people
to share and interact with each other

7. © 2009 RightNow Technologies, Inc.
Social media is about engaging with
relevant and dynamic communities

8. © 2009 RightNow Technologies, Inc.
Social media is a shift in how people
discover, read and share news,
information and content

9. © 2009 RightNow Technologies, Inc.
Social media is really about
conversations

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Why now?

11. © 2009 RightNow Technologies, Inc.
http://www.flickr.com/photos/nasacolab/2907661913/
Conversations were the
dark matter of the internet

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Social media platforms shed light on
and organized these conversations

13. http://www.flickr.com/photos/soylentgreen23/2995911291/
Many conversations are now happening in public

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What’s changed?

15. 15© 2009 RightNow Technologies, Inc.
Democracy, immediacy, mobility and
transparency

16. © 2009 RightNow Technologies, Inc.
http://www.flickr.com/photos/crimsonninjagirl/2985286198/
Democracy: Everyone’s a publisher

17. 17© 2009 RightNow Technologies, Inc. 17http://www.flickr.com/photos/thelifeofbryan/78731605/
Immediacy: Right here, right now

18. http://www.flickr.com/photos/polvero/3466964233/
Mobility: Everyone can engage from anywhere

19. © 2009 RightNow Technologies, Inc.
http://www.flickr.com/photos/keso/120174017/
Transparency: (Almost) everyone can see everything

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How does it work?

21. © 2009 RightNow Technologies, Inc.
© 2009 RightNow Technologies, Inc.
Some voices resonate more than others

22. © 2009 RightNow Technologies, Inc.
To understand why, we need to understand
the social graph

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Social graph: The social structure surrounding an individual

24. © 2009 RightNow Technologies, Inc.
Social capital: Their impact on their network

26. © 2009 RightNow Technologies, Inc.
http://www.flickr.com/photos/cayusa/2068087368/
Ambient intimacy: Their reach across their network

27. Dunbar’s threshold says that most people can’t
manage more than 150 social relationships…

28. …but technology expands that circle and the
ability to use influence

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Where is it happening?

30. © 2009 RightNow Technologies, Inc.
Conversations are happening nearly everywhere

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A few platforms have reached critical mass

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Lets apply the concepts of the social graph
to the major social media platforms

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http://www.flickr.com/photos/ooohoooh/1350774613/in/set-72157594297419254/
Impact Reach

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http://www.flickr.com/photos/chrisash/38675794/sizes/m/
Impact Reach

35. 35http://www.flickr.com/photos/joits/2635926924/
Impact Reach

36. 36http://www.flickr.com/photos/laikolosse/2712207735/
Impact Reach

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Twitter
http://www.flickr.com/photos/williamaddington/2486803597/
Impact Reach

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What does this mean to us?

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Consumer experiences happen everywhere

40. 40© 2009 RightNow Technologies, Inc. 40http://www.flickr.com/photos/tom_legrady/74576984/
Consumers can write about these experiences from
anywhere, at any time, for anyone

41. Many consumers have substantial social capital
(impact) and broad ambient intimacy (reach)

42. A real-time conversation can rapidly spread across the globe

43. 43© 2009 RightNow Technologies, Inc.
RightNow customers need to be able to
monitor and participate in that conversation,
in real time

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Traditionally, our customers have used
reactive channels to respond to
customers, including…

45. 45© 2009 RightNow Technologies, Inc. 45http://www.flickr.com/photos/brycej/2607655153/in/set-72157605792888092/
Web self service

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... and call centers, but ...

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?
10,000 Support Calls
100,000 Self Service Incidents
... most interactions happen outside direct channels

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RightNow customers need to engage proactively on the
social web

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That’s where the RightNow Cloud Monitor comes in

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Cloud Monitor lets RightNow customers monitor their
brand and participate in the conversation on popular
social media platforms

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In other words, RightNow customers are enabled to
become active participants in the conversation

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This fundamental shift to community interaction
will change our customers’ businesses, because...

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Consumers value experience over (company) efficiency,
yet service and support organizations have been driven
by efficiency in recent years, however…
Efficiency
Personal
CRM
Relationships

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Efficiency
Personal
Relationships
Using tools like Cloud Monitor, will enable better
relationships while maintaining operational efficiency
CRM
Social
CRM

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Efficiency
Relationships
Customer Experience the RightNow way…

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So, why does social media matter?

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Social media, the shift is away from transactions to
conversations...

58. © 2009 RightNow Technologies, Inc.
Social media is really about
conversations

59. © 2009 RightNow Technologies, Inc.
http://www.flickr.com/photos/11739182@N03/1263985679/
Welcome to the age of conversation!

60. 60© 2009 RightNow Technologies, Inc.
Thank you!