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Social Media
Measurement for
Customer Service & PR
Class 6: New York University
Social Media Analytics I
@BrianHonigman
@BrianHonigman
Social Media Measurement
For Customer Service
@BrianHonigman
State of Customer
Service on Social Media
Source: Sprout Social Index
@BrianHonigman
State of Customer
Service on Social Media
Source: Sprout Social Index
@BrianHonigman
State of Customer
Service on Social Media
Source: Sprout Social Index
4 I N 1 0 M E S S A G E S
N E E D A R E S P O N S E
F R O M A B R A N D .
@BrianHonigman
State of
Customer
Service on
Social Media
Source: Sprout Social Index
@BrianHonigman
The 3 Stages of Customer
Service via Social Media
Stage 1: Listening
Stage 2: Respond
Stage 3: Resolve
@BrianHonigman
Stage 1: Listening
@BrianHonigman
Stage 2: Respond
@BrianHonigman
Stage 3: Resolve
@BrianHonigman
Customer Service Goals:
*Conflict Resolution
*Customer Satisfaction
*Customer Retention
*Support Sales Growth
@BrianHonigman
Goal: Conflict Resolution
@BrianHonigman
Metrics: Conflict Resolution
Problem
Resolution Time
Negative/
Postive CS
Requests
Issues Resolved
Average First
Reply Time
Average Reply
Time
Replies Per
Ticket
Handle Time Open Cases
First Contact
Resolution
@BrianHonigman
Example: US Airways
@BrianHonigman
Goal: Customer Satisfaction
@BrianHonigman
Metrics: Customer Satisfaction
Perceived
Quality
Loyalty Issues Resolved
Attributional
Satisfaction
Intention to
Repurchase
Average Reply
Time
Social
Engagement
Problem
Resolution Time
First Contact
Resolution
@BrianHonigman
Example: Zappos
@BrianHonigman
Goal: Customer Retention
78% of consumers have bailed
on a transaction or not made an
intended purchase because of
a poor service experience.
Source: Help Scout
@BrianHonigman
Goal: Customer Retention
Source: Help Scout
5-20%
Probability of selling to a new prospect
60-70%
Probability of selling to an existing customer
@BrianHonigman
Metrics: Customer Retention
Customer
Retention Rate
Loyalty Issues Resolved
Customer Churn
Intention to
Repurchase
Revenue
Attributional
Satisfaction
Customer
Acquisition
Cost
Life Time Value
@BrianHonigman
Example:
Samsung
@BrianHonigman
Example: Samsung
@BrianHonigman
Goal: Support Sales Growth
@BrianHonigman
Metrics: Sales Growth
Net Promoter
Score
Revenue
Intention to
Repurchase
Customer
Acquisition
Cost
Life Time Value
Assisted /
Direct
Conversions
@BrianHonigman
Example: HP
@BrianHonigman
Measuring Customer
Service via Social Media
@BrianHonigman
Social Media Measurement
For Public Relations
@BrianHonigman
Impact of Social Media on PR
@BrianHonigman
Social Media Must
Be Used Thoughtfully
@BrianHonigmanSource: We Are Social
@BrianHonigman
Public Relations Goals:
*Generating Media Coverage
*Increase Marketshare
*Building Trust & Credibility
*Crisis Management
@BrianHonigman
Goal: Generating
Media Coverage
@BrianHonigman
Metrics: Media Coverage
Social Mentions Inbound Links
Media
Sentiment
Social
Engagement
Reach of Media
Outlet or Blog
Audience
Growth
Influencer
Engagement
Impressions
Assisted/Direct
Conversions
@BrianHonigman
Example: Amerisleep
@BrianHonigman
Goal: Increase Marketshare
@BrianHonigman
Metrics: Increase Marketshare
Social Mentions Inbound Links
Media
Mentions
Share of
Engagement
Share of Voice
Audience
Growth
@BrianHonigman
Example: Intel
@BrianHonigman
Goal: Building
Trust & Credibility
@BrianHonigman
Metrics: Trust & Credibility
Social
Sentiment
Media
Sentiment
Net Promoter
Score
Loyalty
Intention to
Repuchase
Life Time Value
@BrianHonigman
Example: KLM
@BrianHonigman
Goal: Crisis Management
@BrianHonigman
Metrics: Crisis Management
Issues
Avoided
Problem
Resolution Time
Issues
Resolved
Social
Engagement
Media
Sentiment
Social Media
Sentiment
@BrianHonigman
Example: Burger King
Questions!?
@BrianHonigman

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