Kpi social media response survey results1

KPI’s For Social Media Response

Next Move Services, LLCwww.nextmoveserv.com

NOVEMBER 2010KPI Report Sponsored By

www.spanlink.comwww.cisco.com









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


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


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


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


42.07%

37.7%

20.23%

183

164

88



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



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


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 withsocial media (i.e. responding to customer inquiries, etc. through socialmedia)

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



Question

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

Opportunity

Revenue Source

Cost

Threat

Answers

98%430

Skips

2%11


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



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



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 she doesn’t 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%422

Skips

4%19


30.74%

27.93%

18.69%

12.05%

273

248

166

107

10.59%94



Question

14How 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 but not 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



Question

15Which functional groups within your organization incorporate social mediainto 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


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



Question

17Are the same social network channels monitored and utilized for bothsales/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 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


44.94%

20.71%

17.65%

10.12%

191

88

75

43

6.59%28





Question

19 Are these FTE?

Shared resources

Dedicated resources

Answers

84%372

Skips

16%69


78.76%

21.24%

293

79

Question

20 Are these FTE?

Insourced

Both

Outsourced

Answers

65%374

Skips

15%67


81.28%

13.64%

5.08%

304

51

19



Question

21Do you record and monitor the interactions of company representatives and customers via social networks?

No

Yes

Not Sure

Answers

97%429

Skips

3%12


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


25.35%

20%

18.61%

18.61%

17.43%

128

101

94

94

88



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-Sat and Net Promoter survey)

Other - please describe

Rev/Attach Rates (sell through rate, revenue per 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



Question

24Based on the previous question, what do you see as the top two mostimportant/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


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



Question

25What languages are you currently engaged in social networks? Check all that Apply

English

Spanish

French/Canadian

Other

German

Answers

94%415

Skips

6%26


78.46%

8.27%

5.19%

4.81%

3.27%

408

43

27

25

17



Question

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


56.38%

32.71%

4.79%

3.46%

2.66%

212

123

18

13

10



Question

27 What social networks does your organization monitor or utilize in proactivecustomer 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


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



Question

28What is holding your organization back from effectively dealing with socialnetworks?

The organization is still evaluating the impactof 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


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


59.81%

40.19%

247

166



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