Native Hawaiian Pono Shim is changing the way people think and act; not because he has radical new ideas, but because he recognizes that the old ideas he grew up with are still as applicable today as they were then. A natural story teller, Pono has a unique ability to see the world through a filter of ancient wisdom and beliefs that seem so simple and yet elude so many. Be inspired by this amazing and intelligent man as he shares his thoughts on how all of us can make a difference in our communities, in our country and in our world

You can’t make this stuff up …. this was a headline in The New York Times. Full article here : STUDY SAYS TECHNOLOGY COULD TRANSFORM SOCIETY.

I heard the other day that a dog bit a man. OF COURSE Technology Can Transform Society. It already has done – over and over again – for thousands of years. What a stupid headline.

Now – in fairness, the article was dated 1982. So, stupid headline aside – let’s review. By the end of the century (11 and 1/2 years ago as I write) …

one-way and two-way home information systems, called teletext and videotex, will penetrate deeply into daily life, with an effect on society as profound as those of the automobile and commercial television earlier in this century.

AND

The report warned that the new technology would raise difficult issues of privacy and control that will have to be addressed soon to ”maximize its benefits and minimize its threats to society.

ANd

The home will double as a place of employment, with men and women conducting much of their work at the computer terminal

AND

A new profession of information ”brokers” and ”managers” will emerge, serving as ”gatekeepers,” monitoring politicians and corporations and selectively releasing information to interested parties.

Reducing customer service costs – number 10 – is the one that leapt of the page for me.

Not questioning the data – but I wonder how they managed the customer satisfaction element of the equation. Up by 10% from 5 to 15 – could for example be accounted for by customers FINALLY getting an answer. More date needed, but that’s going to cost nearly $500 from Forrester!

Our final case study might be viewed somewhat negatively by some, as it looks at ROI from social media being directly driven by saving on staff costs. As more brands open up through social media however, they find the communities they nurture often begin to answer each other’s queries with regards to product questions etc.. In the case of InfusionSoft, they used social technologies to better inform their customers and keep them up to date. Whereas they previously would have had one customer service agent to 72 customers, through social media they were able to reduce this to 1 agent per 172 customers. Along with this the satisfaction rating also increased by 10%, which would no doubt lead to more repeat business for the company and more customer referrals. Though this might be a slightly alternative way of viewing ROI, it shows that social technologies can make real business savings, allowing money to be invested elsewhere, or in developing these technologies themselves.

Full article here : The ROI of Social Media: 10 Case Studies. (thanks to NextWeb)

Funny – but very real.

UPDATE : If you know me – you will know that I focus in three market places – as described here.

This particular rant resonated with me on behalf of EVERY Creative Professional that I know.


UPDATE 1

“I sell my soul – but at the highest rates”

UPDATE 2
Linking to my post that connects you to Seth Godin building on the case 18 months later