Kpi social media response survey results1
•
1 like•1,167 views
This document summarizes the results of a survey of 441 organizations about their use of social media for customer response. Key findings include: most organizations view social media as an opportunity but have only recently started a social media response strategy; marketing and customer service teams are primarily responsible for social media response; and the most important metrics for measuring success are resolution rate and generating referrals/leads from social interactions.
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Kpi social media response survey results1
Similar to Kpi social media response survey results1 (20)
More from John Perez
Recently uploaded
Recently uploaded (20)
Kpi social media response survey results1
- 1. 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
- 2. KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com
- 3. KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com
- 4. KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com
- 5. KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com
- 6. Question 01 What is your level within your organization Executive Management Staff Answers 99% 437 Skips 1% 4 0% 25.5% 51% COUNT PERCENT 50.11% 42.79% 7.09% 219 187 31 KPI’s For Social Media Response 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% 438 Skips 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 Next Move Services, LLC www.nextmoveserv.com
- 7. Question 03 How 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 0% 39%19.5% COUNT PERCENT 38.39% 21.15% 16.09% 12.64% 11.72% 167 92 70 55 51 Question 04 What is the primary focus of your organization’s business? Business to Business Both Business to Consumer Answers 99% 435 Skips 1% 6 0% 21.5% 43% COUNT PERCENT 42.07% 37.7% 20.23% 183 164 88 KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com
- 8. 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 0% 45%24.5% COUNT PERCENT 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 0% 81%40.5% COUNT PERCENT 80.92% 6.9% 4.83% 3.22% 2.3% 352 30 21 14 10 1.84%8 KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com
- 9. Question 07 What regions do you have responsibility for? US Other EMEA Canada Asia-Pacific Latin America / South America Answers 99% 437 Skips 1% 4 0% 73%36.5% COUNT PERCENT 72.08% 12.59% 5.03% 5.03% 3.2% 315 55 22 22 14 2.06%9 Question 08 How 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% 439 Skips <1% 2 0% 40%20% COUNT PERCENT 39.41% 25.28% 18.68% 8.43% 8.2% 173 111 82 37 36 KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com
- 10. Question 09 In your opinion, does your organization view social media as a: Check all that apply Opportunity Revenue Source Cost Threat Answers 98% 430 Skips 2% 11 0% 54%27% COUNT PERCENT 53.55% 21.58% 13.52% 11.34% 392 158 99 83 Question 10 Does 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 0% 21.5% 43% COUNT PERCENT 42.07% 37.7% 20.23% 183 164 88 KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com
- 11. Question 11 Where does management of social media fit into your corporate organization (who is responsible)? Marketing Multi-divisional Customer Service Communications Public Relations Sales Technical Support HR Answers 98% 434 Skips 2% 7 0% 47%23.5% COUNT PERCENT 46.54% 16.59% 12.67% 9.45% 5.53% 4.38% 3% 1.84% 202 72 55 41 24 19 13 8 KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com
- 12. Question 12 Which of the following has your organization operationalized for understanding where the conversation occurs or identifying relevant comments 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 0% 58%29% COUNT PERCENT 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 she doesn’t like or an executive response is required as a result of complaints to “C” level executives, media response, etc. Bots or spiders to monitor a host of sites automatically CRM connection to sites Answers 96% 422 Skips 4% 19 0% 31%15.5% COUNT PERCENT 30.74% 27.93% 18.69% 12.05% 273 248 166 107 10.59%94 KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com
- 13. Question 14 How would you characterize your response to social media? Check all that apply Passive monitoring Proactive marketing and customer outreach using social networking Overt response (you respond as an agent of the corporation) Internal employee communication and feedback Mitigation (your endeavor to take it offline with the complaint Stealth response (you respond but not as an agent of the corporation) Answers 97% 428 Skips 3% 13 0% 28%14% COUNT PERCENT 27.43% 24.34% 19.25% 13.38% 10.51% 248 220 174 121 95 5.09%46 KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com
- 14. Question 15 Which 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% 416 Skips 6% 25 0% 35%17.5% COUNT PERCENT 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% 409 Skips 7% 32 0% 30% 60% COUNT PERCENT 59.66% 26.16% 14.18% 244 107 58 KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com
- 15. Question 17 Are 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 0% 29% 58% COUNT PERCENT 57.45% 22.7% 19.86% 243 96 84 Question 18 How many FTE’s 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 0% 45%22.5% COUNT PERCENT 44.94% 20.71% 17.65% 10.12% 191 88 75 43 6.59%28 KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com
- 16. KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com Question 19 Are these FTE? Shared resources Dedicated resources Answers 84% 372 Skips 16% 69 0% 39.5% 79% COUNT PERCENT 78.76% 21.24% 293 79 Question 20 Are these FTE? Insourced Both Outsourced Answers 65% 374 Skips 15% 67 0% 25.5% 51% COUNT PERCENT 81.28% 13.64% 5.08% 304 51 19
- 17. KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com Question 21 Do you record and monitor the interactions of company representatives and customers via social networks? No Yes Not Sure Answers 97% 429 Skips 3% 12 0% 21.5% 43% COUNT PERCENT 42.89% 36.36% 20.75% 184 156 89 Question 22 Please 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% 344 Skips 22% 97 0% 26%13% COUNT PERCENT 25.35% 20% 18.61% 18.61% 17.43% 128 101 94 94 88
- 18. KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com Question 23 What ROI parameters have you established to measure social media response? Check all tha apply Response Time Resolution rate (problems solved, questions answered etc.) Active Subscribers (% of subscriber base who actively participates/respond) Referral Rate Impression/view rate - (% of impressions/views/contract for each medium) Subscriber Churn/Loyalty Community Involvement (% of inquiries handled by the community of consumers, end users vs. traditional sales/support) C-Sat (similar to traditional call center C-Sat and Net Promoter survey) Other - please describe Rev/Attach Rates (sell through rate, revenue per contact, etc.) Answers 84% 369 Skips 16% 72 0% 16%8% COUNT PERCENT 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. KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com Question 24 Based on the previous question, what do you see as the top two most important/effective key performance indicators (KPI’s)? 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 0% 17%8.5% COUNT PERCENT 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. KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com Question 25 What languages are you currently engaged in social networks? Check all that Apply English Spanish French/Canadian Other German Answers 94% 415 Skips 6% 26 0% 79%39.5% COUNT PERCENT 78.46% 8.27% 5.19% 4.81% 3.27% 408 43 27 25 17
- 21. KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com Question 26 In 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% 376 Skips 15% 65 0% 57%28.5% COUNT PERCENT 56.38% 32.71% 4.79% 3.46% 2.66% 212 123 18 13 10
- 22. KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com 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% 401 Skips 9% 40 0% 22%11% COUNT PERCENT 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. KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com Question 28 What 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% 398 Skips 10% 43 0% 62%31% COUNT PERCENT 61.56% 13.32% 10.05% 9.55% 5.53% 245 53 40 38 22 Question 29 Would you participate in a multi social network vendor consortium? Yes No Answers 94% 413 Skips 6% 28 0% 30% 60% COUNT PERCENT 59.81% 40.19% 247 166
- 24. KPI’s For Social Media Response Next Move Services, LLC www.nextmoveserv.com http://www.customerresponsesummit.com/survey_intro.php