Social Media and Customer Care: The Buzz ContinuesSocial Media and Customer Care: The Buzz Continues

While I don't believe social media will be a big money maker in 2011, to borrow a phrase it is certainly "Changing the Conversation."

Back in January I wrote that Social Media was one of the key themes in 2010 and would continue on 2011. Five months after that article appeared, it is safe to say that my “prediction” is true. Let me offer some concrete proof points.

* As described in January's article, Cisco was the first major contact center vendor to launch a dedicated social media application, SocialMiner. At their analyst meeting in Boston two weeks back, Cisco's Tod Famous described changes that have been made to the application in version 2 (delivered in April) and plans for further enhancements with version 3 (due later this year). Each of the two customers who presented during the meeting talked about SocialMiner. One is planning to integrate SocialMiner with their own analytics tool to create a combined offering for their outsourcing customers. The other, while not ready to implement a social media strategy, described how SocialMiner was seen as a differentiator for Cisco over its direct competitors for the business.

* Genesys has moved from having a partner-driven social media strategy to announcing Genesys Social Engagement and two initial customers, including Chilean outsourcer Entel. At the Genesys user group event, G-Force, a session called Engaging Customers through Social Media drew a standing room-only crowd despite competing with six other sessions for attendees. The picture at right shows just half the room, and presenter Patrick Mackey of Genesys.

* At Interactive Intelligence's annual user conference, Interactions 2011, once again a session dedicated to social media--delivered by Tim Passios--outdrew other topics. In a session entitled 45 Ideas in 45 Mintues, one of the four panel members offering ideas was Rob Cate of VEGAS.com, whose contact center agents handle all contacts fully blended, i.e., inbound and outbound voice, email, web, chat and social media. In informal voting on each of the 45 ideas, high marks were given to those centered on social media, e.g., "Make sure someone is watching #fail and your company's Twitter handle." Finally, in his closing session, CEO Don Brown outlined an intriguting solution in the early stages of development that will blend mobile and social media customer care.

* Avaya continues to discuss and demo its solution, Social Media Manager. According to Laura Bassett, Avaya's Director of Marketing for Emerging Products and Technology, there were two sessions dedicated to the topic at last week's Avaya user group meeting in Las Vegas, "Social Media and the Contact Center: Your Customers Are Talking, Are You Listening?" and "Managing Social Media in your Customer Service Organization with the new Avaya Social Media Manager." Bassett reports that each session drew a crowd of around 150 and that there was "a lot of Q&A." Avaya is having its contact center industry analyst meeting in late June and I expect to hear a lot more.

While I will reiterate that I don't believe social media will be a big money maker in 2011, to borrow a phrase it is certainly "Changing the Conversation."