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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
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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