Company: RightNow Technologies
Team size: 10
What's new: RightNow Technologies continues to reinforce its influencer relations structure to drive awareness of its business.
About a year ago, RightNow moved away from its more traditional communications reporting structure, one with a media relations focus, to an influencer relations-based model, says CMO Jason Mittelstaedt, who heads up the department.
"We want to think very comprehensively about influencers," he explains. "It's more than just journalists and bloggers. Influencers include financial analysts, industry analysts, clients, and employees. So we're casting a broad net. We think about influencers as part of our strategy because you really never know where your most passionate advocates and most influential advocates are going to come from."
The Bozeman, MT-based company, a social customer- relationship management service, competes with entities such as Salesforce.com and Oracle. Since its 1997 debut, it has added nearly 2,000 business customers, such as Yahoo, the Social Security Administration, and British Airways.
"They are influencers for a reason," asserts Mittelstaedt. "We need to make sure we approach them as influencers with the intent to create demand and awareness for our business and what we do."