Kpi social media response survey results1

KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com NOVEMBER 2010 KPI Report Sponsored By www.spanlink.com www.cisco.com

KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com

KPI’s For Social Media Response Question Answers Skips 01 What is your level within your organization 437 4 99% 1% 0% 25.5% 51% COUNT PERCENT Executive 219 50.11% Management 187 42.79% Staff 31 7.09% Question Answers Skips 02 What is your role wthin the organization? 438 3 99% 1% 0% 13.5% 27% COUNT PERCENT Customer Service – Operations 114 26.03% Marketing 96 21.92% Other 76 17.35% Sales 66 15.07% HR 28 6.39% Technical Support - Operations 24 5.48% IT / IS 16 3.65% Communications 13 2.97% Public Relations 5 1.14% Next Move Services, LLC www.nextmoveserv.com

KPI’s For Social Media Response Question Answers Skips 03 How large is your organization in terms of revenue? 435 6 99% 1% 0% 19.5% 39% COUNT PERCENT Under 25 million 167 38.39% 1 billion+ 92 21.15% 101 million - 1 billion 70 16.09% 26 – 50 million 55 12.64% 51 – 100 million 51 11.72% Question Answers Skips 04 What is the primary focus of your organization’s business? 435 6 99% 1% 0% 21.5% 43% COUNT PERCENT Business to Business 183 42.07% Both 164 37.7% Business to Consumer 88 20.23% Next Move Services, LLC www.nextmoveserv.com

KPI’s For Social Media Response Question Answers Skips 05 What industry best represents your company? 438 3 99% 1% 0% 24.5% 45% COUNT PERCENT Other 197 44.96% Telecommunications 67 15.3% Financial Services 45 10.27% Healthcare, Pharmaceutical, Biotechnology 34 7.76% Consumer Products 33 7.53% Retail 16 3.65% Travel & Hospitality 16 3.65% Electronics 14 3.2% Food & Beverage 9 2.05% Transportation 7 1.6% Question Answers Skips 06 Where is your company headquartered? 435 6 99% 1% 0% 40.5% 81% COUNT PERCENT US 352 80.92% EMEA 30 6.9% Canada 21 4.83% Asia-Pacific 14 3.22% Other 10 2.3% Latin America / South America 8 1.84% Next Move Services, LLC www.nextmoveserv.com

KPI’s For Social Media Response Question Answers Skips 07 What regions do you have responsibility for? 437 4 99% 1% 0% 36.5% 73% COUNT PERCENT US 315 72.08% Other 55 12.59% EMEA 22 5.03% Canada 22 5.03% Asia-Pacific 14 3.2% Latin America / South America 9 2.06% Answers Skips Question How recently has your company started a customer response strategy with 08 social media (i.e. responding to customer inquiries, etc. through social 439 2 media) 100% <1% 0% 20% 40% COUNT PERCENT We have not started 173 39.41% Within the last 3-12 months 111 25.28% Last 13-24 months 82 18.68% Within the last 90 days 37 8.43% Greater than 24 months 36 8.2% Next Move Services, LLC www.nextmoveserv.com

KPI’s For Social Media Response Question Answers Skips In your opinion, does your organization view social media as a: Check all 09 that apply 430 11 98% 2% 0% 27% 54% COUNT PERCENT Opportunity 392 53.55% Revenue Source 158 21.58% Cost 99 13.52% Threat 83 11.34% Answers Skips Question Does your company view social media as a consumer Peer to Peer 10 community or as a formal channel with company resources assigned to 435 6 monitor, mitigate and respond? 99% 1% 0% 21.5% 43% COUNT PERCENT Business to Business 183 42.07% Both 164 37.7% Business to Consumer 88 20.23% Next Move Services, LLC www.nextmoveserv.com

KPI’s For Social Media Response Question Answers Skips 11 Where does management of social media fit into your corporate 434 7 organization (who is responsible)? 98% 2% 0% 23.5% 47% COUNT PERCENT Marketing 202 46.54% Multi-divisional 72 16.59% Customer Service 55 12.67% Communications 41 9.45% Public Relations 24 5.53% Sales 19 4.38% Technical Support 13 3% HR 8 1.84% Next Move Services, LLC www.nextmoveserv.com

KPI’s For Social Media Response Question Answers Skips Which of the following has your organization operationalized for 12 understanding where the conversation occurs or identifying relevant 418 23 comments to respond? 95% 5% 0% 29% 58% COUNT PERCENT Manual search and discovery 242 57.89% Free listening products 70 16.75% Paid customized collection (you determine the sites) and engagement platform 56 13.4% Paid listening platform (using providers data setavailable) 50 11.96% Question Answers Skips 13 Which of the following is your organization utilizing? Check all that apply 422 19 96% 4% 0% 15.5% 31% COUNT PERCENT Alerts based on key words (i.e. your corporate name) 273 30.74% Manual surfing of sites 248 27.93% We act when Debbie in Marketing see something she doesn’t like or an executive response is required as a 166 18.69% result of complaints to “C” level executives, media response, etc. Bots or spiders to monitor a host of sites automatically 107 12.05% CRM connection to sites 94 10.59% Next Move Services, LLC www.nextmoveserv.com

KPI’s For Social Media Response Question Answers Skips How would you characterize your response to social media? 14 Check all that apply 428 13 97% 3% 0% 14% 28% COUNT PERCENT Passive monitoring 248 27.43% Proactive marketing and customer outreach 220 24.34% using social networking Overt response 174 19.25% (you respond as an agent of the corporation) Internal employee communication and feedback 121 13.38% Mitigation (your endeavor to take it offline with the complaint 95 10.51% Stealth response (you respond but not as an agent of the corporation) 46 5.09% Next Move Services, LLC www.nextmoveserv.com

KPI’s For Social Media Response Question Answers Skips Which functional groups within your organization incorporate social media 15 into their customer outreach strategy? Check all that apply 416 25 94% 6% 0% 17.5% 35% COUNT PERCENT Marketing 309 34.18% Sales Organization 174 19.25% Contact Center 167 18.47% Public Relation 155 17.15% Other 70 7.74% PM (Crowd-sourcing) 29 3.21% Question Answers Skips 16 How large of a community have you built? 409 32 93% 7% 0% 30% 60% COUNT PERCENT Under 1,000 followers 244 59.66% 1,000 - 10,000 followers 107 26.16% Greater than 10,000 followers 58 14.18% Next Move Services, LLC www.nextmoveserv.com

KPI’s For Social Media Response Question Answers Skips Are the same social network channels monitored and utilized for both 17 sales/marketing and customer care? 423 18 96% 4% 0% 29% 58% COUNT PERCENT Yes 243 57.45% Not Sure 96 22.7% No 84 19.86% Question Answers Skips How many FTE’s within your organization are assigned 18 to social media response? 425 16 96% 4% 0% 22.5% 45% COUNT PERCENT One to Two 191 44.94% None 88 20.71% Three to Five 75 17.65% Greater then Ten 43 10.12% Six to Ten 28 6.59% Next Move Services, LLC www.nextmoveserv.com

KPI’s For Social Media Response Question Answers Skips 19 Are these FTE? 372 69 84% 16% 0% 39.5% 79% COUNT PERCENT Shared resources 293 78.76% Dedicated resources 79 21.24% Question Answers Skips 20 Are these FTE? 374 67 65% 15% 0% 25.5% 51% COUNT PERCENT Insourced 304 81.28% Both 51 13.64% Outsourced 19 5.08% Next Move Services, LLC www.nextmoveserv.com

KPI’s For Social Media Response Question Answers Skips Do you record and monitor the interactions of company 21 representatives and customers via social networks? 429 12 97% 3% 0% 21.5% 43% COUNT PERCENT No 184 42.89% Yes 156 36.36% Not Sure 89 20.75% Question Answers Skips Please tell us about the method of recording social network contacts? 22 Check all that apply 344 97 78% 22% 0% 13% 26% COUNT PERCENT Marketing contract tracking system 128 25.35% Web log 101 20% Other 94 18.61% CRM ticketing system 94 18.61% Knowledge base system 88 17.43% Next Move Services, LLC www.nextmoveserv.com

KPI’s For Social Media Response Question Answers Skips What ROI parameters have you established to measure social media 23 response? Check all tha apply 369 72 84% 16% 0% 8% 16% COUNT PERCENT Response Time 143 15.59% Resolution rate (problems solved, 127 13.85% questions answered etc.) Active Subscribers (% of subscriber 120 13.09% base who actively participates/respond) Referral Rate 105 11.45% Impression/view rate - (% of impressions/views/contract for each medium) 100 10.91% Subscriber Churn/Loyalty 78 8.51% Community Involvement (% of inquiries handled by the community of consumers, end users vs. traditional 73 7.96% sales/support) C-Sat (similar to traditional call center C-Sat 70 7.63% and Net Promoter survey) Other - please describe 62 6.76% Rev/Attach Rates (sell through rate, revenue per contact, etc.) 30 4.25% Next Move Services, LLC www.nextmoveserv.com

KPI’s For Social Media Response Question Answers Based on the previous question, what do you see as the top two most 24 important/effective key performance indicators (KPI’s)? 356 0% 8.5% 17% COUNT PERCENT Resolution Rate 59 16.57% Referals/Lead Generation 53 14.89% Response Time 45 12.64% Subscriber Community Size 41 11.52% Revenue Generation/Conversion Rate 37 10.39% Impression/Contact Rate 34 9.55% Customer Satisfaction 32 8.99% Customer Loyalty/Churn 28 7.87% Subscriber/Community Involvement 27 7.58% Next Move Services, LLC www.nextmoveserv.com

KPI’s For Social Media Response Question Answers Skips What languages are you currently engaged in social networks? 25 Check all that Apply 415 26 94% 6% 0% 39.5% 79% COUNT PERCENT English 408 78.46% Spanish 43 8.27% French/Canadian 27 5.19% Other 25 4.81% German 17 3.27% Next Move Services, LLC www.nextmoveserv.com

KPI’s For Social Media Response Question Answers Skips In terms of degree of difficulty in dealing with social networks rank the 26 following regions (1,2,3,4 or N/A) 376 65 85% 15% 0% 28.5% 57% COUNT PERCENT N/A 212 56.38% Region 1 - North America 123 32.71% Region 4 - Asia Pacific 18 4.79% Region 3 - EMEA 13 3.46% Region 2 - South America 10 2.66% Next Move Services, LLC www.nextmoveserv.com

KPI’s For Social Media Response Question Answers Skips 27 What social networks does your organization monitor or utilize in proactive 401 40 customer outreach? Check all that apply 91% 9% 0% 11% 22% COUNT PERCENT Facebook 308 21.6% Twitter 292 20.48% Blogs 231 16.2% YouTube 176 12.34% Captive Forums (forum administered by your staff) 103 7.22% Other 96 6.73% Non-captive Forums (forum not administered by your staff) 96 6.73% Text/SMS 65 4.56% MySpace 59 4.14% Next Move Services, LLC www.nextmoveserv.com

KPI’s For Social Media Response Question Answers Skips What is holding your organization back from effectively dealing with social 28 networks? 398 43 90% 10% 0% 31% 62% COUNT PERCENT The organization is still evaluating the impact of social networks on the business 245 61.56% functional separation of responsibilities 53 13.32% Executive views social networks as a distraction 40 10.05% Inability to secure budget 38 9.55% Do not know how to proceed 22 5.53% Question Answers Skips 29 Would you participate in a multi social network vendor consortium? 413 28 94% 6% 0% 30% 60% COUNT PERCENT Yes 247 59.81% No 166 40.19% Next Move Services, LLC www.nextmoveserv.com

KPI’s For Social Media Response http://www.customerresponsesummit.com/survey_intro.php Next Move Services, LLC www.nextmoveserv.com

Kpi social media response survey results1

by John Perez on Nov 17, 2010

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