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Social Media Measurement for
Customer Service & PRClass 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
CostLife 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
CostLife 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
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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
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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
