Social Support Maturity

August 22, 2012

with

today’s speakers

Archana Shrotriya

AE Web Support

National Instruments

Emilie Kopp

Social Business Programs

National Instruments

Joe Cothrel

Chief Community Officer

Lithium

Twitter hashtag: #lithcast

we are lithium

delivering social customer experiences 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 supplement or replace

traditional customer service and

support channels.

Sources: Accenture, Lithium customers, Jupiter Research

challenges in service and support

WAVE 1 WAVE 2 WAVE 3

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

ni.com

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National Instruments—Our Commitment

• We equip engineers and scientists with tools that

accelerate productivity, innovation, and discovery.

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National Instruments—Our Stability

• Non-GAAP Revenue: $262 M in Q1 2012

• Global Operations: Approximately 6,300

employees; operations in more than 40

countries

• 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

No

n-G

AA

P R

eve

nu

e* in

Millio

ns

Long-Term Track Record of Growth and Profitability

*A reconciliation of GAAP to non-GAAP results is available at investor.ni.com

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Low-Cost Modular Measurement

and Control Hardware

Productive Software

Development Tools

Highly Integrated

Systems Platforms

Graphical system design combines graphical

programming software with modular hardware,

leveraging the latest technologies.

National Instruments—What We Do

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From Kindergarten to Rocket Science

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Support Forums1999

Re-launched in 2004 Twitter, FB,

YouTube 2007

Idea

Exchange

2009

Mobile 2011

Social Business Evolution

Blogs 2005

Listserv 1991

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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.

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Support Forums ni.com/forums

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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.

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User Engagement ni.com/forums

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Direct & Indirect

Deflections

$7.5M/year Savings

Estimated Savings ni.com/forums

Time

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Rewards and Reputation

Enthusiasts, Proven Zealots

5 Knights of NI!

Favorite hat to wear at NIWeek

Princess

Sword

Shrubbery from NI

Teddy

Bear

(Avatar)

ni.com/forums

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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 culture

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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.

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Idea Exchange ni.com/ideas

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Idea Facts:

2,700 ideas submitted(initial goal

500)

more than 80,000 votes

15,500 comments on ideas

Co-Innovation ni.com/ideas

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• Subdiagram Labels

• Enumerated dialog enhancements

• Removing selected broken wires

• Icon Editor API

• Contextual Help for Data Coercion

• Event structure in Base version

• Conditionally writing values to loop output tunnels

• Concatenate indexing

• Right-click menu for multiple items

• Long file path truncation

• Separate label locations for controls and indicators

• String editing dialog box

12 Enhancements

From the LabVIEW Idea Exchange in the 2012 Release

ni.com/ideas

Accelerate your productivity

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Recognition in White Papers

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Recognition in User Manuals

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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 content

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The more active the customer is with NI community,

the more satisfied and loyal they are with NI

Not at all

Satisfied /

Likely

Extremely

Satisfied

/ Likely

Source: US/CA Q2 2011 Customer Loyalty Survey

Q. 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?

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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-B

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Future Investments

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Customer support on the social web

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Employee

Listening

Network supplements

monitoring tool

(Social Media Coordinator)

Sanity check: Who is it?

- Historical Relationship

- Influencer

- Attention seeker (@-

mention, direct message)

“Actionable Conversations”

Checklist

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 recorded

Social Media Monitoring Tool Finds all social mentions of NI global brands

and products

Will taking action help us…

• Increase brand awareness

• Manage brand reputation

• Increase loyalty/advocacy

• Ensure customer success

• Obtain product feedback

• Drive and enable new and

repeat business

NI Social Listening Process

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Notion of service anywhere, anytime?

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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 community

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Questions?

today’s speakers

Archana Shrotriya

AE Web Support

National Instruments

Emilie Kopp

Social Business Programs

National Instruments

Joe Cothrel

Chief Community Officer

Lithium

Twitter hashtag: #lithcast