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Social Media Measurement for Customer Service & Public Relations

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Brian Honigman
Brian Honigman

For my sixth class on Social Media Analytics taught at NYU, the focus was learning how to measure campaigns on social media centered on customer service and public relations.

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Social Media Measurement for Customer Service & PR Class 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 Cost Life 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 Cost Life 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
@BrianHonigman 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
@BrianHonigman 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

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Social Media Measurement for Customer Service & Public Relations