Social Media Measurement for Customer Service & PR Class 6: New York University Social Media Analytics I @BrianHonigman
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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
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The 3 Stages of Customer Service via Social Media
Stage 1: Listening
Stage 2: Respond
Stage 3: Resolve
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Stage 1: Listening
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Stage 2: Respond
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Stage 3: Resolve
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Customer Service Goals:*Conflict Resolution
*Customer Satisfaction
*Customer Retention
*Support Sales Growth
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Goal: Conflict Resolution
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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
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Example: US Airways
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Goal: Customer Satisfaction
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Metrics: Customer Satisfaction
Perceived Quality Loyalty Issues Resolved
Attributional Satisfaction
Intention to Repurchase
Average Reply Time
Social Engagement
Problem Resolution Time
First Contact Resolution
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Example: Zappos
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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
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Goal: Customer Retention
Source: Help Scout
5-20% Probability of selling to a new prospect
60-70% Probability of selling to an existing customer
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Metrics: Customer Retention
Customer Retention Rate Loyalty Issues Resolved
Customer Churn Intention to Repurchase Revenue
Attributional Satisfaction
Customer Acquisition
CostLife Time Value
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Example: Samsung
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Example: Samsung
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Goal: Support Sales Growth
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Metrics: Sales Growth
Net Promoter Score Revenue Intention to
Repurchase
Customer Acquisition
CostLife Time Value
Assisted / Direct
Conversions
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Example: HP
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Measuring Customer Service via Social Media
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Social Media Measurement For Public Relations
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Impact of Social Media on PR
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Social Media Must Be Used Thoughtfully
@BrianHonigmanSource: We Are Social
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Public Relations Goals:*Generating Media Coverage
*Increase Marketshare
*Building Trust & Credibility
*Crisis Management
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Goal: Generating Media Coverage
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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
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Example: Amerisleep
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Goal: Increase Marketshare
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Metrics: Increase Marketshare
Social Mentions Inbound Links Media Mentions
Share of Engagement Share of Voice Audience
Growth
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Example: Intel
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Goal: Building Trust & Credibility
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Metrics: Trust & Credibility
Social Sentiment
Media Sentiment
Net Promoter Score
Loyalty Intention to Repuchase Life Time Value
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Example: KLM
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Goal: Crisis Management
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Metrics: Crisis Management
Issues Avoided
Problem Resolution Time
Issues Resolved
Social Engagement
Media Sentiment
Social Media Sentiment
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Example: Burger King
Questions!?
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