KPI Social Media Response Survey Results

8/7/2019 KPI Social Media Response Survey Results

1/24

KPIs For Social Media Response

Next Move Services, LLCwww.nextmoveserv.com

NOVEMBER 2010

KPI Report Sponsored By

www.spanlink.comwww.cisco.com


2/24

1

IntroductionItcantbedeniedthatsocialnetworkshavebecomeapartofthepersonalandbusinessfabricofthemodernworld.Thedevelopmentofsocialmediaasachannel

formarketing,salesandcustomercarepurposesiswellunderway.However,formostorganizations,thematurityofthisnewcustomeroutreachmediumasa

businessresourcecanfairlybeclassifiedasbeinginitsinfancystage.Itcanalsobe

fairlysaidthattheindustryisrapidlyembracingtheconceptofutilizingthisnew

channelasameansofinteractingwithcustomersandthatsomeorganizationshave

madesignificantstridesininstitutionalizingthetoolsandmethodologiesinvolved

thatcomprisetheirsocialmediastrategies.

OnSept.28,2010ChadMcDaniel,PresidentofInTheKnowextendedaninvitationtoparticipateinanon-linesurveyconsideringthekeyperformanceindicatorsand

operationalizationofsocialmediaresponse.Thecallforparticipationwentoutto

membersofExecsInTheKnowandWorldwideContactCenterProfessionalson-linecommunitiesaswellasanumberofmoretraditionalnetworksofindustry

experts.ThestrongresponsetoChadscallforparticipationisatestamenttothe

importancethatorganizationsaroundtheworldplaceonthedevelopmentoftheirsocialmediastrategy.

Inreviewingthesurveyresponsesweencounteredanumberofsurprises,

confirmedmanylongheldindustrytenetsandlearnedagreatdeal.Welook

forwardtothediscussionandcalls-to-actionthatsharingthisdataandouranalysiswillgenerate.

BestRegards,

ChadMcDaniel JeffBishop

President,InTheKnow Founder,NextMoveServices

P:866-991-3555 P:678.644.5494

E:[email protected] E:[email protected]

http://www.execsintheknow.com/ http://www.nextmoveserv.com/



Proprietary & Confdential


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2

ExecutiveOverview435executives,managersandstafflevelrepresentativesofcompaniesconsideringsocialmediaasakeycomponentoftheircustomeroutreachstrategyrespondedto

theinvitationtotakepartintheKPIsForSocialMediaResponsesurvey.Participantsinthesurveyvariedacrossawidespectrumoffunctionalareas,market

segments,organizationsizesandgeographiclocations.Demographicinformation

onsurveyrespondentsandtheorganizationstheyrepresentcanbefoundin

Questions17(below)

ThePointyEndoftheSpear:

Inreviewingthedata,wefoundthatthedrivingforcebehindtheadoptionand

developmentofsocialmediaforbusinesspurposesinmostorganizationsareMarketingandSalesleaders.Thisisnotasurprise,asthesefunctionalgroupshave

traditionallyconstitutedtheearlywarningsystemrelatedtocustomerpreferences

andmarketplacechange.Inthiscase,MarketingandSalesleadershaveidentifiedsocialmediaasanewmeansofreachingouttoandservingcustomers.

Ashasbeenthecaseinmoretraditionalmediums(e.g.,phone,emailandchat)CustomerServiceandTechnicalSupportorganizationsarefastfollowersofthisnew

socialmediatrend.Thesegroupshavetraditionallybeenresponsibleforimplementingreactiveapproachesandmethodologiesinmanagingthesupportof

existingcustomers.Thetippingpoint(institutionalizationofamedium)typically

comeswhenSales,MarketingandCustomerCareorganizationshaveallembracedanewchannelandbegintodevelopstandardoperatingprocedures,KPIsand

consolidatetheorganizationsapproachtothenewchannel.

Segmentation:

Whenconsideringbeginningsofsocialmediaandtheconsumercentricnatureof

themedium,onewouldexpectthatthischannelwouldbeanimportantfocusarea

forB2Corganizations.Thesurveydataconfirmsthatthisisthecase.However,

participantdemographicdataandresponsestosurveyquestionsalsoindicatethat

socialmediaisanimportanttopicandareaofstrategicfocusfororganizations

characterizedasB2B(orcategorizedasbothB2BandB2C)acrossavarietyof

marketsegmentsandcompaniesofallsizes.CompanieshavingaB2Bfocusactuallyrepresentthemajorityofsurveyrespondents.





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3

SocialMediaOperations:

Inreviewingthedata,weweresurprisedtofindthatthemajorityofrespondentorganizationsutilizehighlymanualandlow-techautomation/toolsetsinmanaging

theirsocialmediacustomerinteractions.Thefactthatonlyasmallpercentageof

participatingorganizationshaveoperationalizedtheprocessesforcustomer

outreachandthatarelativelysmallpercentageofcompaniesrecordthesecustomer

interactionsisanindicationofanareaofneedacrosstheindustry.Webelievethat

thisrepresentsasignificantopportunityforserviceandtechnologyprovidersto

developsolutionsthatwillfacilitatethematurationofsocialmediacustomer

responsestrategiesfortheirclients.

Inadditiontothelackofsophisticatedtoolsandprocesses,itwasfoundthatno

clearindustrystandardsexistintheareaofKPIandROImetrics.Webelievethatas

themediummaturesandbecomesamainstreamcustomeroutreachchannel,

standardswillbedevelopedandinstitutionalized.Thisalsopresentsan

opportunityforsolutionsproviderstoassistclientsinthedevelopmentofstandardsandexpeditetheadoptionofthemedium.

InsourceversusOutsource:

Aswouldbeexpectedintheevolutionofanewcustomeroutreachchannel,the

majorityofrespondentorganizationsindicatethatsocialmediadutiesarebeinghandledbyarelativelysmallnumbersofstaffers(5orlessFTEs).Thesurveydata

alsorevealsthatmostofthelaborbeingexpendedinthemanagementofcustomerinteractionsviasocialmediacomesfrominternalcompanyresources(insourced

functions).Atthispoint,averysmallpercentageoftheheadcountfocusedonsocial

mediaactivityforrespondentorganizationsisoutsourcedtoBPOfirms.

Itsnotuncommonfornewtypesofcustomertransactionstoberelegatedto

internalstaff,especiallyattheearlierstagesinthedevelopmentofanewchannel.

Thisiscertainlythecaseintheevolutionofsocialmediaasacustomerresponse

channel.Mostorganizationstendtorelegateoutsourcedworktomatureofferings,

provenchannelsandstandardtransactions(i.e.,commoditytransactionsusing

outsourcersprimarilyforlaborarbitrage).Webelievethatthisrepresentsan

opportunityforBPOfirmstodifferentiatethemselvesbydevelopingsocialmediasolutionsinordertoassistclientorganizationsinbuildingprocesses,toolsand

strategies.





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4

Associalmediamaturesasameansforcustomeroutreach,weanticipatethat

volumeandheadcountallocatedtooutsourcefirmswillincreasesignificantly.

Conclusion

Inreviewingthesurveydataandconsideringtheearlystageofdevelopmentofthe

channelasabusinessresource,webelievethattheevolutionofsocialmedia

responserepresentsasignificantopportunityforcompanieslookingtothischannelasameanstocommunicatewithandservecustomers.Similarly,webelievethat

theevolutionofsocialmediaresponserepresentsasizeableopportunityfor

solutionsandtechnologyproviderstodevelopvaluepropositionsandincreasetheirmarketshareintargetclientsegments.





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5

SurveyResponseDetails

Comment:With50%ofsurveyparticipantsbeingclassifiedasexecutiveleveland

43%beingclassifiedasmanagement,itsclearthatsocialmediaresponseisahigh

focusareaand,inmanycases,astrategicinitiativefortheorganizationsthat

respondentsrepresent.

Comment:41%ofrespondentsrepresentMar-com,PRandSalesfunctions.Social

mediaisclearlyanareaoffocusforbusinessdevelopmentpurposes(re:company

visibility,saleschannelsandcustomeracquisition).Withover31%ofrespondents

comingfromCustomerServicesorTechnicalSupportoperations,itsclearthatthis

mediumisalsoviewedasameansforservingexistingcustomerneeds.

Question

01 What is your level within your organization

Executive

Management

Staff

Answers

99%

437Skips

1%

4

0% 25.5% 51% COUNT PERCENT

50.11%

42.79%

7.09%

219

187

31


Question

02 What is your role wthin the organization?

Customer Service Operations

Marketing

Other

Sales

HR

Technical Support - Operations

IT / IS

Communications

Public Relations

Answers

99%

438Skips

1%

3

0% 27%13.5% COUNT PERCENT

26.03%

21.92%

17.35%

15.07%

6.39%

5.48%

3.65%

2.97%

1.14%

114

96

76

66

28

24

16

13

5




7/24

6

Comment:Basedonthelevelofparticipationofrespondentsacrossawide

spectrumofcompanysizes,itsclearthatsocialmediaisviewedasakeyareaof

focusforcompaniesofallsizes.

Comment:B2Bcompaniesrepresentamajorityofrespondentorganizations(i.e.,

42%ofrespondentscategorizetheirorganizationasB2Band38%respondentsindicatethattheirfirmsservebothB2BandB2Ccustomers).Thisisanindication

thatsocialmediaisnotsolelyaconsumer-centricchannel.B2Borganizationsclearlyviewsocialmediaasameanstoengageprospectivecustomersandasa

methodforsupportingexistingcustomers.

Question

03How large is your organization in terms of revenue?

Under 25 million

1 billion+

101 million - 1 billion

26 50 million

51 100 million

Answers

99%435

Skips

1%6


38.39%

21.15%

16.09%

12.64%

11.72%

167

92

70

55

51

Question

04What is the primary focus of your organizations business?

Business to Business

Both

Business to Consumer

Answers

99%

435

Skips

1%

6


42.07%

37.7%

20.23%

183

164

88





8/24

7

Comment:Thediversityofsurveyrespondentindustriesindicateswidespread

interestinsocialmediaacrossanumberofdiversemarketsegments.Inanalyzing

theothercategoryselection,wefoundthatthemajorityoftherespondentsselectingthisanswerrepresentB2Borganizations(i.e.,BPO,softwareandother

technologysolutionproviders,consultingfirmsandotherbusinessserviceproviders).

Comment:Themajorityofrespondents(over85%)arebasedinNorthAmerica.

However,surveyparticipantshailfromanumberoflocationsaroundtheworld.OurconclusionisthatsocialmediaisnotonlyahottopicandgrowingchannelforN.

Americancompanies,butisalsoontheradaroforganizationsworldwide.

Question

05 What industry best represents your company?

Other

Telecommunications

Financial Services

Healthcare, Pharmaceutical, Biotechnology

Consumer Products

Retail

Travel & Hospitality

Electronics

Food & Beverage

Transportation

Answers

99%438

Skips

1%3


44.96%

15.3%

10.27%

7.76%

7.53%

3.65%

3.65%

3.2%

2.05%

1.6%

197

67

45

34

33

16

16

14

9

7

Question

06

Where is your company headquartered?

US

EMEA

Canada

Asia-Pacific

Other

Latin America / South America

Answers

99%

435

Skips

1%

6


80.92%

6.9%

4.83%

3.22%

2.3%

352

30

21

14

10

1.84%8





9/24

8

Comment:AsidentifiedinQuestion6,themajorityofsurveyrespondentswere

NorthAmerican.Thisisconsistentwiththedemographicmakeupoftheindustrycommunitiesandnetworksinvitedtoparticipateinthesurvey.However,itshould

benotedthatinmanyN.AmericancompaniesSales,MarketingandCustomerCare

leadersbasedintheU.S.andCanadahaveresponsibilityfornearshoreandoffshore

locationsaswellasoversightofhomecountryoperations.Asaresult,weexpectthe

strategiesandstandardsimplementedbyN.Americanorganizationstosignificantly

influencethedevelopmentofglobalsocialmediaresponsestrategies.

Comment:Withover64%ofrespondentscompaniesembarkingonasocialmedia

strategyinthelast12monthsorless(over39%havingnotinitiatedastrategyat

all),thisisclearlyanemergingchannelthatrepresentssignificantopportunity.Asis

typicalinthecaseofemergingchannels,agreatdealofstormingandnormingcan

beexpectedbeforestandardprocesses,tools,metricsandthedefinitionofsocialmedialeadershipisestablished.Thisrepresentssignificantopportunityfor

organizationsacrossallmarketsegmentstodifferentiatethemselvesandcarveout

aleadershipposition.

Question

07What regions do you have responsibility for?

US

Other

EMEA

Canada

Asia-Pacific

Latin America / South America

Answers

99%437

Skips

1%4


72.08%

12.59%

5.03%

5.03%

3.2%

315

55

22

22

14

2.06%9

Question

08How recently has your company started a customer response strategy with

social media (i.e. responding to customer inquiries, etc. through social

media)

We have not started

Within the last 3-12 months

Last 13-24 months

Within the last 90 days

Greater than 24 months

Answers

100%

439Skips


10/24

9

Comment:75%ofsurveyrespondentsviewsocialmediaasarevenuegenerating

channelorsourceofopportunity.Asmallnumberofparticipants(25%)seethis

channelasathreatorsimplyasanothercostburdentotheirorganizations.Webelievethatasthemediummaturesandasmorecompaniesembracesocialmedia

asameansforcustomeroutreach,thenumberoffirmswhoseethischannelasa

burdenwilldecrease.

Comment:80%ofrespondentsviewsocialmediaasameansofservingbusinesscustomersorbothbusinesscustomersandconsumers(42%B2Band38%bothB2B

andB2C),withonly20%identifyingitasaB2Conlychannel.Webelievethatthisisanindicatorthatsocialmedia(whichstartedprimarilyasamediumforindividuals

tokeepintouch)isapproachingalevelofadoptionthatmakesitasignificant

businessforumaswellasanindividualcommunicationforum.

Question

09In your opinion, does your organization view social media as a: Check all

that apply

Opportunity

Revenue Source

Cost

Threat

Answers

98%

430Skips

2%

11

0% 54%27% COUNT PERCENT

53.55%

21.58%

13.52%

11.34%

392

158

99

83

Question

10Does your company view social media as a consumer Peer to Peer

community or as a formal channel with company resources assigned to

monitor, mitigate and respond?

Business to Business

Both

Business to Consumer

Answers

99%

435

Skips

1%

6


42.07%

37.7%

20.23%

183

164

88





11/24

10

Comment:Mar-com,SalesandPRfunctionsrepresent66%ofsurveyparticipants,

indicatingthattheindividualsleadingthechargeinthemajorityofrespondent

organizationshaveresponsibilityforbusinessdevelopmentandcompany

positioninginthesocialmediamarketplace.Thisistypicalofnewmediumsand

evolvingtechnologies(i.e.,Mar-comandSalesfunctionsleadingthechargeinexploringnewcustomeroutreachchannelswhilesupportorganizationstendtobe

fastfollowersinimplementingreactivesolutionstoengagecustomersafterachannelhasbeenprovenasapreferredmeansofcustomerinteraction).

Question

11 Where does management of social media fit into your corporateorganization (who is responsible)?

Marketing

Multi-divisional

Customer Service

Communications

Public Relations

Sales

Technical Support

HR

Answers

98%434

Skips

2%7


46.54%

16.59%

12.67%

9.45%

5.53%

4.38%

3%

1.84%

202

72

55

41

24

19

13

8





12/24

11

Comment:58%percentofrespondentsindicatethatinternalprocessesforengaging

customersthroughsocialmediaaremanualinnaturewith17%indicatingthattheir

organizationsutilizeunsophisticated(free)automationtools.Thisisaclearindicatoroftheneedfortoolsdesignedtofacilitatecustomerinteractionviathis

channelandrepresentsopportunityforthesetypesoftechnologysolution

providers.

Comment:Thedataindicatesthatmanagementofsocialmediaresponseactivityis

highlymanualand,ininstanceswhereautomationexists,thetoolsetsandprocesses

utilizedarefairlylow-techinnature.Asnotedpreviously,thiscallsouttheneedforautomationandrepresentsanopportunityfortheprovidersofmoresophisticated

solutions.

Question

12Which of the following has your organization operationalized for

understanding where the conversation occurs or identifying relevantcomments to respond?

Manual search and discovery

Free listening products

Paid customized collection (you determine the sites)

and engagement platform

Paid listening platform

(using providers data setavailable)

Answers

95%418

Skips

5%23


57.89%

16.75%

13.4%

11.96%

242

70

56

50

Question

13 Which of the following is your organization utilizing? Check all that apply

Alerts based on key words (i.e. your corporate name)

Manual surfing of sites

We act when Debbie in Marketing see something shedoesnt like or an executive response is required as a

result of complaints to C level executives, mediaresponse, etc.

Bots or spiders to monitor a host of sites automatically

CRM connection to sites

Answers

96%

422Skips

4%

19


30.74%

27.93%

18.69%

12.05%

273

248

166

107

10.59%94





13/24

12

Comment:54%ofrespondentsindicatethattheirorganizationsengageinpro-

activecustomerengagementviasocialmediachannels(i.e.,proactivemarketing,overtresponseandproblemmitigation).Inaddition,13%ofrespondentsutilize

socialmediachannelsasameansofproactiveinteractionwithemployees.Thisis

anindicationthatthemajorityofrespondentorganizations(77%)areactively

engagedinsocialmediainsomeformandhaveestablishedapresenceonbehalfof

theorganizationintheseforums.

33%ofrespondentsindicatethattheirorganizationsinteractionswithcustomers

viasocialmediataketheformofpassiveorstealthmonitoring.Whilethis

percentagerepresentsasignificantportionofrespondents/participatingcompanies,webelieveittobeafurtherindicatoroftheimmaturityofsocialmedia

asacustomerinteractionmediumandtherelativeearlinessintheevolutionof

companiesstrategiesandresponsetothisemergingchannel.

Question

14

How would you characterize your response to social media?

Check all that apply

Passive monitoring

Proactive marketing and customer outreachusing social networking

Overt response(you respond as an agent of the corporation)

Internal employee communication and feedback

Mitigation (your endeavor to take it offlinewith the complaint

Stealth response (you respond butnot as an agent of the corporation)

Answers

97%428

Skips

3%13


27.43%

24.34%

19.25%

13.38%

10.51%

248

220

174

121

95

5.09%46





14/24

13

Comment:Asnotedpreviously,thevastmajority(74%)ofrespondent

organizationssocialmediaeffortsarebeingledbyMar-com,SalesandPRfunctions.

Comment:Themajorityofrespondentcompanieshaveyettoformsocialmedia

communitiesofsubstantialsize.Thisisfurtherevidenceofthefactthatmost

organizationsareatarelativelyearlystageinthedevelopmentoftheirsocialmedia

responsestrategies.Giventhevastnetworksandcommunitiesthatexistandthe

trendtowardgreateruseofsocialmediaacrossthepopulation,thisdataisa

testamenttotheopportunityforfurthergrowthandexpansioninthisarea.

Question

15Which functional groups within your organization incorporate social media

into their customer outreach strategy? Check all that apply

Marketing

Sales Organization

Contact Center

Public Relation

Other

PM (Crowd-sourcing)

Answers

94%

416Skips

6%

25


34.18%

19.25%

18.47%

17.15%

7.74%

309

174

167

155

70

3.21%29

Question

16 How large of a community have you built?

Under 1,000 followers

1,000 - 10,000 followers

Greater than 10,000 followers

Answers

93%

409Skips

7%

32

0% 30% 60% COUNT PERCENT

59.66%

26.16%

14.18%

244

107

58





15/24

14

Comment:Over57%ofrespondentsindicatethatbothSales/Marketingand

CustomerCareutilizesocialmediachannels.Thisisfurtherevidenceofthefactthat

Mar-comandSalesfunctionstendtotakealeadershiproleintheearlydevelopment

ofcustomerinteractionchannels,withCustomerCareorganizationsfollowingthis

leadasspecificchannelscometorepresentthemediumofchoiceforcustomerstocommunicatewiththecompany.

Itisexpectedthatfortheforeseeablefuture,SalesandMarketingorganizationswillcontinuetoleadproactivesocialmediaeffortswithCustomerCareorganizations

beingfastfollowersinitiatingreactiveserviceandsupportstrategiestoserve

existingcustomers.

Comment:83%ofrespondentsindicatesocialmediaresponsestaffingof5orless

FTEswithintheirorganizations.Thisisfurtherevidenceoftheearlystageof

developmentofthechannelasameansofcustomeroutreachandspeakstothe

opportunityfororganizationstodifferentiatetheirsocialmediamarketpresencebydevelopingacomprehensivecustomeroutreachstrategy.

Question

17Are the same social network channels monitored and utilized for both

sales/marketing and customer care?

Yes

Not Sure

No

Answers

96%

423

Skips

4%

18


57.45%

22.7%

19.86%

243

96

84

Question

18How many FTEs within your organization are assigned

to social media response?

One to Two

None

Three to Five

Greater then Ten

Six to Ten

Answers

96%

425

Skips

4%

16


44.94%

20.71%

17.65%

10.12%

191

88

75

43

6.59%28





16/24

15

Comment:Thefactthatasignificantmajorityofresourcesappliedtosocialmedia

responsearesharedisanindicationofthelackofactivity/volumebeinghandledby

thesestaffersandoftherelativeearlystageofdevelopmentofcompaniesstrategic

planningandcapabilitiesinthisarea.

Comment:Thevastmajorityofstaffassignedtosocialmediacustomeroutreachis

internal(81%insourced).Thisisnotasurprisegiventhestageofdevelopmentof

thischannelandthefactthatmostorganizationstendtorelegateoutsourcedworktomatureofferings,provenchannelsandstandardtransactions(i.e.,commodity

transactionsusingoutsourcersprimarilyforlaborarbitrage).

Thedataindicatesthattheearlystageofdevelopmentofsocialmediarepresentsan

opportunityforBPOserviceproviderstocreatevalueaddedsolutions,assistclients

indevelopingsocialmediastrategiesandprovidetoolsandtechnologycapableof

assistingclientsinoperationalizingthechannel.WebelievethatBPOproviderswho

areabletobuilduponthisopportunitywillbewellpositionedtodrivegrowthin

thisspaceandcaptureadditionalbusinessasthesegmentmaturesandvolume

increases.



Question

19Are these FTE?

Shared resources

Dedicated resources

Answers

84%372

Skips

16%69


78.76%

21.24%

293

79

Question

20Are these FTE?

Insourced

Both

Outsourced

Answers

65%

374

Skips

15%

67


81.28%

13.64%

5.08%

304

51

19



17/24

16

Comment:Documentationandrecordingofcustomerinteractionsisabasiccomponent(standardoperatingfunction)ofmostcustomerresponsechannels.The

factthatonly36%ofrespondentorganizationsrecordsocialmediainteractions

withcustomersrepresentsasignificantrisktothesebusinessesandanopportunityforserviceprovidersandtools/technologydeveloperstofacilitatethiseffortfor

clientcompanies.

Comment:Thelackofconsistenttoolsandrepositoryofsocialmediatransactions(customerinteractionrecords)acrosstherespondentpopulationisfurther

evidenceoftheopportunityfortools/technologydevelopersandserviceproviders

tooffervaluetopotentialclientsandcapturemarketshare.Asthechannelmatures,

weexpecttoseesocialmediainteractiontrackingaddedtoCRMandKnowledge

Basesystemscapabilitiesasastandardfunctionofthesetypesofsystems.



Question

21Do you record and monitor the interactions of company

representatives and customers via social networks?

No

Yes

Not Sure

Answers

97%

429Skips

3%

12


42.89%

36.36%

20.75%

184

156

89

Question

22Please tell us about the method of recording social network contacts?

Check all that apply

Marketing contract tracking system

Web log

Other

CRM ticketing system

Knowledge base system

Answers

78%

344Skips

22%

97


25.35%

20%

18.61%

18.61%

17.43%

128

101

94

94

88



18/24

17

Comment:ThelackofstandardmetricsandSLAsacrosstherespondentpopulationisfurtherindicationofthelackofmaturityofthischannel.Itisexpectedthat

standardmetricswillevolveovertimeastheyhaveforothercustomerinteraction

channelssuchasphone,chatandemail.

DespitethefactthatCustomerSatisfactionisreflectedasalower%choiceasakeyindicator,itisexpectedthatasthechannelmaturesstandardmechanismsfor

measuringandreportingthelevelofpositiveimpressions/customersatisfaction

willevolve.Ourviewisthatresponsetime,timetoresolutionandvarious

sales/attachratemetrics,aswellasmeasurementofcommunityinvolvementwill

bekeytofuturemeasurementofthesuccessofcompaniessocialmedia

performance.



Question

23 What ROI parameters have you established to measure social mediaresponse? Check all tha apply

Response Time

Resolution rate (problems solved,questions answered etc.)

Active Subscribers (% of subscriberbase who actively participates/respond)

Referral Rate

Impression/view rate - (% ofimpressions/views/contract for each medium)

Subscriber Churn/Loyalty

Community Involvement (% of inquiries handled bythe community of consumers, end users vs. traditional

sales/support)

C-Sat (similar to traditional call center C-Satand Net Promoter survey)

Other - please describe

Rev/Attach Rates (sell through rate, revenueper contact, etc.)

Answers

84%369

Skips

16%72


15.59%

13.85%

13.09%

11.45%

10.91%

8.51%

7.96%

7.63%

6.76%

143

127

120

105

100

78

73

70

62

4.25%30



19/24

18

Comment:

RespondentidentificationoftopKPIsvarieddramatically,withresolutionrateand

referral/leadgenerationbeingtheleadinganswersbyarelativelysmallmargin.As

inthecaseofquestion23,thevariedresponsestoquestion24(i.e.,whatdoyousee

asthetoptwoKPIs?)areanindicationthatstandardindustryKPIshaveyettobe

establishedforsocialmediachannels.

However,inreviewingrespondentsuggestedmetrics,weidentifiedatrendthat

appearstoalignwiththetypeoforganizationandfunctionalresponsibilitythatrespondentsrepresented.InthecaseofSalesorientedrespondents:referrals/lead

generation,customerchurn,revenueandsalesattachratewereselectedasthe

primaryKPIsforsocialmedia.InthecaseofMarketingandPRfunctionalrespondents:impression,communitysizeandactiveinvolvementofcommunity

memberswereselectedastheprimaryperformanceindicators.CustomerCareand

TechnicalSupportrespondentstendedtoselect:responsetime,resolutionrateandcustomersatisfactionaskeymetrics.

Asinthecaseoftraditionalsales,marketingandcustomercarechannels;webelieve

thateachofthesemetricsholdsvaluetoorganizationsinmeasuringperformance

andresultsofvarioussocialmediainitiatives.WeexpectspecificKPIstovarydependingonthestrategicandtacticalgoalsofeachorganization,butadheretothe



Question

24

Based on the previous question, what do you see as the top two most

important/effective key performance indicators (KPIs)?

Resolution Rate

Referals/Lead Generation

Response Time

Subscriber Community Size

Revenue Generation/Conversion Rate

Impression/Contact Rate

Customer Satisfaction

Customer Loyalty/Churn

Subscriber/Community Involvement

Answers

356


16.57%

14.89%

12.64%

11.52%

10.39%

9.55%

8.99%

7.87%

59

53

45

41

37

34

32

28

7.58%27



20/24

19

beliefthattheevolutionofthesocialmediaasacustomerresponsechannelwillrequirethatsomenumberofindustrystandardsformeasuringresultsbe

established.This(establishingofstandardKPIs)willbeasignificantfactorforBPOorganizationsasvolumeincreasesandcompaniesbegintoconsiderthevalue

proposition(ROI)involvedinoutsourcingthehandlingofthesetransactionsto

serviceproviders(companiesthatoutsourcetransactionstraditionallyutilizeKPI

metricgoalsettingandon-goingperformancemeasurementofvendorresultsto

gaugethesuccessoftheiroutsourcingstrategy).

Comment:Englishclearlyrepresentsthelionsshareoflanguagescurrentlysupported(over78%)withSpanishandFrenchCanadianrepresentingthenexttwo

largestlanguagesselectedbyrespondents.WebelievethisisrelatedtotheNorthAmericancentricnatureoftherespondentpopulation,butisalsoanindicatorthat

thegrowthofsocialmediaasacustomeroutreachchannelislikelytobedrivenby

N.AmericaandEnglishspeakingEuropeanbasedorganizationsashasbeenthecase

withmoretraditionalchannelssuchasphone,emailandchat.



Question

25What languages are you currently engaged in social networks?

Check all that Apply

English

Spanish

French/Canadian

Other

German

Answers

94%

415Skips

6%

26


78.46%

8.27%

5.19%

4.81%

3.27%

408

43

27

25

17



21/24

20

Comment:WhileitistobeexpectedthatEnglishlanguagesupportwillrepresent

themajorityofsocialmediacustomerinteractionsinthenearterm,ourviewisthatchallengesencounteredinsupportingotherlanguagesandnon-Englishspeaking

geographieswillfollowthegeneraltrendsfoundintraditionalchannelswhen

expandingcustomeroutreachprogramstoglobalcustomers.Mostcompanieshave

developedcapabilitiesthatfacilitateinteractionwithcustomersinthenative

languageofthecustomerbaseviaphone,emailandchat.Thefactthatthemajority

ofrespondents(56%)selectedN/Awhenconsideringdegreeofdifficultyin

supportingsocialmediachannelsisanindicationthatlanguageisnotabarrierto

advancingsocialmediaresponsestrategies.



Question

26In terms of degree of difficulty in dealing with social networks rank the

following regions (1,2,3,4 or N/A)

N/A

Region 1 - North America

Region 4 - Asia Pacific

Region 3 - EMEA

Region 2 - South America

Answers

85%

376Skips

15%

65


56.38%

32.71%

4.79%

3.46%

2.66%

212

123

18

13

10



22/24

21

Comment:Asexpected,thethreeleadingforums(Facebook,TwitterandYouTube)

representthemajorityofsocialmediachannelinteractionsthatrespondent

companiesarecurrentlyutilizingtoengagecustomers(over54%).However,itisinterestingthatotherforums(Blogs,Captiveforums,Text/SMS,etc.)representa

significantportionoftheforumsthatorganizationsutilizeforcustomeroutreach(over45%).Webelievethistobeanindicationofthecontinuingevolutionofsocial

mediaasacustomerresponsechannelaswellasthefactthattheforumsofchoice

willcontinuetochangeovertime.Inordertobecompetitiveandtomeettheneedsofcustomers,companiesintendingtoutilizethesetypesofforumswillberequired

tocontinuetomonitortrendsandevolvetheirapproachinordertoremainrelevantandprovidecontactoptionsthatalignwithcustomerpreferences.



Question

27

What social networks does your organization monitor or utilize in proactive

customer outreach? Check all that apply

Facebook

Twitter

Blogs

YouTube

Captive Forums (forum administered by your staff)

Other

Non-captive Forums (forum not administered by your staff)

Text/SMS

MySpace

Answers

91%

401Skips

9%

40


21.6%

20.48%

16.2%

12.34%

7.22%

6.73%

6.73%

4.56%

4.14%

308

292

231

176

103

96

96

65

59



23/24

22

Comment:Thefactthat67%ofrespondentsareinevaluationmodeordontknow

howtorespondtothesocialmediaphenomenon,combinedwithdisjointed

ownershipofrespondentcompanystrategies(13%)isafurtherindicatorofthe

relativeimmaturityofthesecustomeroutreachchannels.Asnotedearlier,theearly

stageofthesegmentsmaturityrepresentssignificantopportunityfororganizationsprovidingtechnology,toolsandservicesthatwillfacilitatefurtherdevelopmentof

thechannels.

Comment:60%ofrespondentsindicateadesiretoparticipateinsomeformof

socialmediaconsortium.Thisbearsfurtherdiscussionandevaluationastowhat

typesofconsortiums,industryassociations,conferences,knowledgesharing

forums,etc.wouldbestservethisinterestedconstituency.



Question

28What is holding your organization back from effectively dealing with social

networks?

The organization is still evaluating the impact

of social networks on the business

functional separation of responsibilities

Executive views social networks as a distraction

Inability to secure budget

Do not know how to proceed

Answers

90%

398Skips

10%

43


61.56%

13.32%

10.05%

9.55%

5.53%

245

53

40

38

22

Question

29Would you participate in a multi social network vendor consortium?

Yes

No

Answers

94%

413

Skips

6%

28


59.81%

40.19%

247

166



24/24

23

SummaryAsindicatedpreviously,webelievethattheindustryiscurrentlyataveryearly

stageofdevelopmentintheareaofsocialmediaresponse.Wefindthetools,

processes,metricsandstandardsrequiredtoestablishthismediumasamature

componentofmostcompaniescustomeroutreachstrategiestobesorelylacking.

Wefeelthatthisgaprepresentsasignificantopportunityfortechnologyand

solutionsproviderstodifferentiatetheirfirmsbydevelopingtherequiredtechnologyandservicedeliverycapabilitiesonbehalfofclients.

Wealsoagreewiththe60%ofrespondentstoQuestion29whoindicateadesiretoparticipateinanindustryconsortiumonthistopicandrecommendthe

establishmentofthistypeofconsortiumwithworkinggroups(sub-teams)focusedonspecificareasofinterestandtaskedwithcreatingindustrystandardsand

providingguidancetotechnologyandsolutionsdevelopers.

Downloadthisreport@:



http://www.customerresponsesummit.com/survey_intro.php

Documents

KPI Social Media Response Survey Results