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Social CRM Virtual Summit Expert Profile: Todd Sierer, National Instruments

Lithium Alumni (Retired)

On November 11th, Lithium is hosting the largest online conference for social media and CRM professionals at the Social CRM Virtual Summit. The change brought about by the social media revolution has impacted every area of industry, including how customers choose to interact with companies and each other online, particularly where they turn for trusted information.

vscrm_logo_sample.pngThis virtual summit comes at a time when companies are starting to see tangible financial results from deeper online engagement with customers, and will explore the current capabilities of and future for Social CRM.

With webcasts by Social CRM thought leaders and live chats with industry experts and practitioners, the Virtual Summit will be a ground breaking event. Remember you can still sign up for this event, and jump into the conversation on Twitter using #vscrm. 

To introduce you to the experts presenting at the event, we’ll be running a series of mini profiles here in the Lithosphere.


Expert:  Todd Sierer, LabVIEW Community Manager, National Instruments


vscrm-Toddsierer.jpgTodd Sierer is a Community Manager for National Instruments, one of the leaders in transforming the way engineers and scientists design, prototype and deploy systems for measurement, automation and embedded applications. He is responsible for the LabVIEW community.


He will be hosting a chat session with other experts on how companies can use ideation/suggestion tools to drive innovation in a community.


Q:  What got you involved in community and/or social media to begin with?

Since its emergence, I've always been plugged in to social media on a personal level.  At the same time, NI has always nurtured the relationship with our 130,000 active online users and decided to bring me in as a product manager focusing on the user instead of the product.  My focus adds a new element to our product team where I gather feedback and ideas from our users and plug that into our product cycle.  It helps us avoid getting stuck in too much internal thinking.

Q:  What are you currently working on?

The customer experience. There are so many fantastic tools we give users to help them support one another and network with each other, not to mention tools like Twitter and Facebook where we monitor and interact as well.  This means multiple platforms and different navigation experiences depending on where you are.  I'm working with a cross functional team trying to reign in the different experiences and hopefully create a set of similar content types that can be easily shared both on and off our site.

Q: What is a big community topic on your mind at the moment?

How do we correlate online activity with real-world activity?  Traffic, uploads and downloads to our support sites have exploded in the last year as we introduced new ways to collaborate.  That makes us feel good, but can we equate that with buying activity?  Are we driving revenue in addition to helping customers be successful?  Obviously community is not about revenue, but at some point the warm glow of "new media" will fade and community managers will have to prove that what they're doing is helping the business grow.



If you want to follow Todd, his Twitter id is @ToddSierer you can also read his An Engineering Mind blog.




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