KPI Social Media Response Survey Results

KPI’s For Social Media Response
Next Move Services, LLC

www.nextmoveserv.com
NOVEMBER 2010
KPI Report Sponsored By
www.spanlink.com
www.cisco.com


Introduction
It can’t be denied that social networks have become a part of the personal and
business fabric of the modern world. The development of social media as a channel
for marketing, sales and customer care purposes is well underway. However, for
most organizations, the maturity of this new customer outreach medium as a
business resource can fairly be classified as being in its infancy stage. It can also be
fairly said that the industry is rapidly embracing the concept of utilizing this new
channel as a means of interacting with customers and that some organizations have
made significant strides in institutionalizing the tools and methodologies involved
that comprise their social media strategies.

On Sept. 28, 2010 Chad McDaniel, President of In The Know extended an invitation
to participate in an on-‐line survey considering the key performance indicators and
operationalization of social media response. The call for participation went out to
members of “Execs In The Know” and “Worldwide Contact Center Professionals” on-‐
line communities as well as a number of more traditional networks of industry
experts. The strong response to Chad’s call for participation is a testament to the
importance that organizations around the world place on the development of their
social media strategy.

In reviewing the survey responses we encountered a number of surprises,
confirmed many long held industry tenets and learned a great deal. We look
forward to the discussion and calls-‐to-‐action that sharing this data and our analysis
will generate.

Best Regards,

Chad McDaniel Jeff Bishop
President, In The Know Founder, Next Move Services
P: 866-‐991-‐3555 P: 678.644.5494
E: mcdaniel@justcareers.com E: jbishop@nextmoveserv.com

http://www.execsintheknow.com/ http://www.nextmoveserv.com/

1 Next Move Services, LLC


Proprietary & Confidential


Executive Overview
435 executives, managers and staff level representatives of companies considering
social media as a key component of their customer outreach strategy responded to
the invitation to take part in the “KPI’s For Social Media Response” survey.
Participants in the survey varied across a wide spectrum of functional areas, market
segments, organization sizes and geographic locations. Demographic information
on survey respondents and the organizations they represent can be found in
Questions 1 – 7 (below)

The Pointy End of the Spear:
In reviewing the data, we found that the driving force behind the adoption and
development of social media for business purposes in most organizations are
Marketing and Sales leaders. This is not a surprise, as these functional groups have
traditionally constituted the early warning system related to customer preferences
and marketplace change. In this case, Marketing and Sales leaders have identified
social media as a new means of reaching out to and serving customers.

As has been the case in more traditional mediums (e.g., phone, email and chat)
Customer Service and Technical Support organizations are fast followers of this new
social media trend. These groups have traditionally been responsible for
implementing reactive approaches and methodologies in managing the support of
existing customers. The tipping point (institutionalization of a medium) typically
comes when Sales, Marketing and Customer Care organizations have all embraced a
new channel and begin to develop standard operating procedures, KPI’s and
consolidate the organization’s approach to the new channel.

Segmentation:
When considering beginnings of social media and the consumer centric nature of
the medium, one would expect that this channel would be an important focus area
for B2C organizations. The survey data confirms that this is the case. However,
participant demographic data and responses to survey questions also indicate that
social media is an important topic and area of strategic focus for organizations
characterized as B2B (or categorized as both B2B and B2C) across a variety of
market segments and companies of all sizes. Companies having a B2B focus actually
represent the majority of survey respondents.





Social Media Operations:
In reviewing the data, we were surprised to find that the majority of respondent
organizations utilize highly manual and low-‐tech automation/tool sets in managing
their social media customer interactions. The fact that only a small percentage of
participating organizations have operationalized the processes for customer
outreach and that a relatively small percentage of companies record these customer
interactions is an indication of an area of need across the industry. We believe that
this represents a significant opportunity for service and technology providers to
develop solutions that will facilitate the maturation of social media customer
response strategies for their clients.

In addition to the lack of sophisticated tools and processes, it was found that no
clear industry standards exist in the area of KPI and ROI metrics. We believe that as
the medium matures and becomes a mainstream customer outreach channel,
standards will be developed and institutionalized. This also presents an
opportunity for solutions providers to assist clients in the development of standards
and expedite the adoption of the medium.

Insource versus Outsource:
As would be expected in the evolution of a new customer outreach channel, the
majority of respondent organizations indicate that social media duties are being
handled by a relatively small numbers of staffers (5 or less FTE’s). The survey data
also reveals that most of the labor being expended in the management of customer
interactions via social media comes from internal company resources (insourced
functions). At this point, a very small percentage of the headcount focused on social
media activity for respondent organizations is outsourced to BPO firms.

It’s not uncommon for new types of customer transactions to be relegated to
internal staff, especially at the earlier stages in the development of a new channel.
This is certainly the case in the evolution of social media as a customer response
channel. Most organizations tend to relegate outsourced work to mature offerings,
proven channels and standard transactions (i.e., commodity transactions using
outsourcers primarily for labor arbitrage). We believe that this represents an
opportunity for BPO firms to differentiate themselves by developing social media
solutions in order to assist client organizations in building processes, tools and
strategies.





As social media matures as a means for customer outreach, we anticipate that
volume and headcount allocated to outsource firms will increase significantly.

Conclusion
In reviewing the survey data and considering the early stage of development of the
channel as a business resource, we believe that the evolution of social media
response represents a significant opportunity for companies looking to this channel
as a means to communicate with and serve customers. Similarly, we believe that
the evolution of social media response represents a sizeable opportunity for
solutions and technology providers to develop value propositions and increase their
market share in target client segments.





Survey Response Details

Question Answers Skips
01 What is your level within your organization 437 4

99% 1%
0% 25.5% 51% COUNT PERCENT
Executive 219 50.11%
Management 187 42.79%
Staff 31 7.09%

Comment: With 50% of survey participants being classified as executive level and
43% being classified as management, it’s clear that social media response is a high
focus area and, in many cases, a strategic initiative for the organizations that
respondents represent.

02 What is your role wthin the organization? 438 3

99% 1%
Customer Service – Operations 114 26.03%
Marketing 96 21.92%
Other 76 17.35%
Sales 66 15.07%
HR 28 6.39%
Technical Support - Operations 24 5.48%
IT / IS 16 3.65%
Communications 13 2.97%
Public Relations 5 1.14%
Comment: 41% of respondents represent Mar-‐com, PR and Sales functions. Social
media is clearly an area of focus for business development purposes (re: company
visibility, sales channels and customer acquisition). With over 31% of respondents
coming from Customer Services or Technical Support operations, it’s clear that this
medium is also viewed as a means for serving existing customer needs.




03 How large is your organization in terms of revenue? 435 6

99% 1%
Under 25 million 167 38.39%
1 billion+ 92 21.15%
101 million - 1 billion 70 16.09%
26 – 50 million 55 12.64%
51 – 100 million 51 11.72%
Comment: Based on the level of participation of respondents across a wide
spectrum of company sizes, it’s clear that social media is viewed as a key area of
focus for companies of all sizes.

04 What is the primary focus of your organization’s business? 435 6

99% 1%
Business to Business 183 42.07%
Both 164 37.7%
Business to Consumer 88 20.23%

Comment: B2B companies represent a majority of respondent organizations (i.e.,
42% of respondents categorize their organization as B2B and 38% respondents
indicate that their firms serve both B2B and B2C customers). This is an indication
that social media is not solely a consumer-‐centric channel. B2B organizations
clearly view social media as a means to engage prospective customers and as a
method for supporting existing customers.




05 What industry best represents your company? 438 3

99% 1%
Other 197 44.96%
Telecommunications 67 15.3%
Financial Services 45 10.27%
Healthcare, Pharmaceutical, Biotechnology 34 7.76%
Consumer Products 33 7.53%
Retail 16 3.65%
Travel & Hospitality 16 3.65%
Electronics 14 3.2%
Food & Beverage 9 2.05%
Transportation 7 1.6%

Comment: The diversity of survey respondent industries indicates widespread
interest in social media across a number of diverse market segments. In analyzing
the “other” category selection, we found that the majority of the respondents
selecting this answer represent B2B organizations (i.e., BPO, software and other
technology solution providers, consulting firms and other business service providers).
06 Where is your company headquartered? 435 6

99% 1%
US 352 80.92%
EMEA 30 6.9%
Canada 21 4.83%
Asia-Pacific 14 3.22%
Other 10 2.3%
Latin America / South America 8 1.84%

Comment: The majority of respondents (over 85%) are based in North America.
However, survey participants hail from a number of locations around the world.
Our conclusion is that social media is not only a hot topic and growing channel for N.
American companies, but is also on the radar of organizations worldwide.




07 What regions do you have responsibility for? 437 4

99% 1%
US 315 72.08%
Other 55 12.59%
EMEA 22 5.03%
Canada 22 5.03%
Asia-Pacific 14 3.2%
Latin America / South America 9 2.06%
Comment: As identified in Question 6, the majority of survey respondents were
North American. This is consistent with the demographic makeup of the industry
communities and networks invited to participate in the survey. However, it should
be noted that in many N. American companies Sales, Marketing and Customer Care
leaders based in the U.S. and Canada have responsibility for nearshore and offshore
locations as well as oversight of home country operations. As a result, we expect the
strategies and standards implemented by N. American organizations to significantly
influence the development of global social media response strategies.

Answers Skips
Question How recently has your company started a customer response strategy with
08 social media (i.e. responding to customer inquiries, etc. through social 439 2
media) 100% <1%
0% 20% 40% COUNT PERCENT
We have not started 173 39.41%
Within the last 3-12 months 111 25.28%
Last 13-24 months 82 18.68%
Within the last 90 days 37 8.43%
Greater than 24 months 36 8.2%

Comment: With over 64% of respondents’ companies embarking on a social media
strategy in the last 12 months or less (over 39% having not initiated a strategy at
all), this is clearly an emerging channel that represents significant opportunity. As is
typical in the case of emerging channels, a great deal of “storming and norming” can
be expected before standard processes, tools, metrics and the definition of social
media leadership is established. This represents significant opportunity for
organizations across all market segments to differentiate themselves and carve out
a leadership position.




In your opinion, does your organization view social media as a: Check all
09 that apply
430 11
98% 2%
Opportunity 392 53.55%
Revenue Source 158 21.58%
Cost 99 13.52%
Threat 83 11.34%

Comment: 75% of survey respondents view social media as a revenue generating
channel or source of opportunity. A small number of participants (25%) see this
channel as a threat or simply as another cost burden to their organizations. We
believe that as the medium matures and as more companies embrace social media
as a means for customer outreach, the number of firms who see this channel as a
burden will decrease.

Answers Skips
Question Does your company view social media as a consumer Peer to Peer
10 community or as a formal channel with company resources assigned to 435 6
monitor, mitigate and respond? 99% 1%
Business to Business 183 42.07%
Both 164 37.7%
Business to Consumer 88 20.23%

Comment: 80% of respondents view social media as a means of serving business
customers or both business customers and consumers (42% B2B and 38% both B2B
and B2C), with only 20% identifying it as a B2C only channel. We believe that this is
an indicator that social media (which started primarily as a medium for individuals
to “keep in touch”) is approaching a level of adoption that makes it a significant
business forum as well as an individual communication forum.




11 Where does management of social media fit into your corporate 434 7
organization (who is responsible)? 98% 2%
Marketing 202 46.54%
Multi-divisional 72 16.59%
Customer Service 55 12.67%
Communications 41 9.45%
Public Relations 24 5.53%
Sales 19 4.38%
Technical Support 13 3%
HR 8 1.84%
Comment: Mar-‐com, Sales and PR functions represent 66% of survey participants,
indicating that the individuals leading the charge in the majority of respondent
organizations have responsibility for business development and company
positioning in the social media marketplace. This is typical of new mediums and
evolving technologies (i.e., Mar-‐com and Sales functions leading the charge in
exploring new customer outreach channels while support organizations tend to be

fast followers in implementing reactive solutions to engage customers after a

channel has been proven as a preferred means of customer interaction).





Which of the following has your organization operationalized for
12 understanding where the conversation occurs or identifying relevant 418 23
comments to respond? 95% 5%
Manual search and discovery 242 57.89%
Free listening products 70 16.75%
Paid customized collection (you determine the sites)

and engagement platform
56 13.4%
Paid listening platform

(using providers data setavailable) 50 11.96%
Comment: 58% percent of respondents indicate that internal processes for engaging
customers through social media are manual in nature with 17% indicating that their
organizations utilize unsophisticated (free) automation tools. This is a clear
indicator of the need for tools designed to facilitate customer interaction via this
channel and represents opportunity for these types of technology solution
providers.

13 Which of the following is your organization utilizing? Check all that apply 422 19
96% 4%
Alerts based on key words (i.e. your corporate name) 273 30.74%
Manual surfing of sites 248 27.93%
We act when Debbie in Marketing see something she

doesn’t like or an executive response is required as a
166 18.69%
result of complaints to “C” level executives, media
response, etc.
Bots or spiders to monitor a host of sites automatically 107 12.05%
CRM connection to sites 94 10.59%

Comment: The data indicates that management of social media response activity is
highly manual and, in instances where automation exists, the tool sets and processes
utilized are fairly low-‐tech in nature. As noted previously, this calls out the need for
automation and represents an opportunity for the providers of more sophisticated
solutions.





How would you characterize your response to social media?
14 Check all that apply 428 13
97% 3%
Passive monitoring 248 27.43%
Proactive marketing and customer outreach

220 24.34%
using social networking
Overt response
174 19.25%
(you respond as an agent of the corporation)
Internal employee communication and feedback 121 13.38%
Mitigation (your endeavor to take it offline

with the complaint
95 10.51%
Stealth response (you respond but

not as an agent of the corporation)
46 5.09%
Comment: 54% of respondents indicate that their organizations engage in pro-‐
active customer engagement via social media channels (i.e., proactive marketing,
overt response and problem mitigation). In addition, 13% of respondents utilize
social media channels as a means of proactive interaction with employees. This is
an indication that the majority of respondent organizations (77%) are actively
engaged in social media in some form and have established a presence on behalf of
the organization in these forums.

33% of respondents indicate that their organization’s interactions with customers
via social media take the form of passive or stealth monitoring. While this
percentage represents a significant portion of respondents/participating
companies, we believe it to be a further indicator of the immaturity of social media
as a customer interaction medium and the relative earliness in the evolution of
companies’ strategies and response to this emerging channel.





Which functional groups within your organization incorporate social media
15 into their customer outreach strategy? Check all that apply 416 25
94% 6%
Marketing 309 34.18%
Sales Organization 174 19.25%
Contact Center 167 18.47%
Public Relation 155 17.15%
Other 70 7.74%
PM (Crowd-sourcing) 29 3.21%

Comment: As noted previously, the vast majority (74%) of respondent
organizations’ social media efforts are being led by Mar-‐com, Sales and PR functions.
16 How large of a community have you built? 409 32

93% 7%
Under 1,000 followers 244 59.66%
1,000 - 10,000 followers 107 26.16%
Greater than 10,000 followers 58 14.18%

Comment: The majority of respondent companies have yet to form social media
communities of substantial size. This is further evidence of the fact that most
organizations are at a relatively early stage in the development of their social media
response strategies. Given the vast networks and communities that exist and the
trend toward greater use of social media across the population, this data is a
testament to the opportunity for further growth and expansion in this area.





Are the same social network channels monitored and utilized for both
17 sales/marketing and customer care?
423 18
96% 4%
Yes 243 57.45%
Not Sure 96 22.7%
No 84 19.86%
Comment: Over 57% of respondents indicate that both Sales/Marketing and
Customer Care utilize social media channels. This is further evidence of the fact that
Mar-‐com and Sales functions tend to take a leadership role in the early development
of customer interaction channels, with Customer Care organizations following this
lead as specific channels come to represent the medium of choice for customers to
communicate with the company.

It is expected that for the foreseeable future, Sales and Marketing organizations will
continue to lead proactive social media efforts with Customer Care organizations
being fast followers initiating reactive service and support strategies to serve
existing
customers.

How many FTE’s within your organization are assigned
18 to social media response? 425 16
96% 4%
One to Two 191 44.94%
None 88 20.71%
Three to Five 75 17.65%
Greater then Ten 43 10.12%
Six to Ten 28 6.59%

Comment: 83% of respondents indicate social media response staffing of 5 or less
FTE’s within their organizations. This is further evidence of the early stage of
development of the channel as a means of customer outreach and speaks to the
opportunity for organizations to differentiate their social media market presence by
developing a comprehensive customer outreach strategy.




19 Are these FTE? 372 69

84% 16%
Shared resources 293 78.76%
Dedicated resources 79 21.24%
Comment: The fact that a significant majority of resources applied to social media
response are shared is an indication of the lack of activity/volume being handled by
these staffers and of the relative early stage of development of companies’ strategic
planning and capabilities in this area.

Answers Skips
Question
20 Are these FTE? 374 67

65% 15%
Insourced 304 81.28%
Both 51 13.64%
Outsourced 19 5.08%
Comment: The vast majority of staff assigned to social media customer outreach is
internal (81% insourced). This is not a surprise given the stage of development of
this channel and the fact that most organizations tend to relegate outsourced work
to mature offerings, proven channels and standard transactions (i.e., commodity
transactions using outsourcers primarily for labor arbitrage).

The data indicates that the early stage of development of social media represents an
opportunity for BPO service providers to create value added solutions, assist clients
in developing social media strategies and provide tools and technology capable of
assisting clients in operationalizing the channel. We believe that BPO providers who
are able to build upon this opportunity will be well positioned to drive growth in
this space and capture additional business as the segment matures and volume
increases.





Do you record and monitor the interactions of company
21 representatives and customers via social networks? 429 12
97% 3%
No 184 42.89%
Yes 156 36.36%

Not Sure 89 20.75%

Comment: Documentation and recording of customer interactions is a basic
component (standard operating function) of most customer response channels. The
fact that only 36% of respondent organizations record social media interactions
with customers represents a significant risk to these businesses and an opportunity
for service providers and tools/technology developers to facilitate this effort for
client companies.


Please tell us about the method of recording social network contacts?
22 Check all that apply
344 97
78% 22%
Marketing contract tracking system 128 25.35%
Web log 101 20%
Other 94 18.61%
CRM ticketing system 94 18.61%
Knowledge base system 88 17.43%

Comment: The lack of consistent tools and repository of social media transactions
(customer interaction records) across the respondent population is further
evidence of the opportunity for tools/technology developers and service providers
to offer value to potential clients and capture market share. As the channel matures,
we expect to see social media interaction tracking added to CRM and Knowledge
Base systems capabilities as a standard function of these types of systems.





What ROI parameters have you established to measure social media
23 response? Check all tha apply
369 72
84% 16%
Response Time 143 15.59%
Resolution rate (problems solved,

127 13.85%
questions answered etc.)
Active Subscribers (% of subscriber

120 13.09%
base who actively participates/respond)
Referral Rate 105 11.45%
Impression/view rate - (% of
impressions/views/contract for each medium) 100 10.91%
Subscriber Churn/Loyalty 78 8.51%
Community Involvement (% of inquiries handled by

the community of consumers, end users vs. traditional 73 7.96%
sales/support)
C-Sat (similar to traditional call center C-Sat

70 7.63%
and Net Promoter survey)
Other - please describe 62 6.76%
Rev/Attach Rates (sell through rate, revenue

per contact, etc.) 30 4.25%
Comment: The lack of standard metrics and SLA’s across the respondent population
is further indication of the lack of maturity of this channel. It is expected that
standard metrics will evolve over time as they have for other customer interaction
channels such as phone, chat and email.

Despite the fact that Customer Satisfaction is reflected as a lower % choice as a key
indicator, it is expected that as the channel matures standard mechanisms for
measuring and reporting the level of positive impressions/customer satisfaction
will evolve. Our view is that response time, time to resolution and various
sales/attach rate metrics, as well as measurement of community involvement will
be key to future measurement of the success of companies’ social media
performance.




Question Answers
Based on the previous question, what do you see as the top two most
24 important/effective key performance indicators (KPI’s)? 356
Resolution Rate 59 16.57%
Referals/Lead Generation 53 14.89%
Response Time 45 12.64%
Subscriber Community Size 41 11.52%
Revenue Generation/Conversion Rate 37 10.39%
Impression/Contact Rate 34 9.55%
Customer Satisfaction 32 8.99%
Customer Loyalty/Churn 28 7.87%
Subscriber/Community Involvement 27 7.58%
Comment:
Respondent identification of top KPI’s varied dramatically, with resolution rate and
referral/lead generation being the leading answers by a relatively small margin. As
in the case of question 23, the varied responses to question 24 (i.e., “what do you see
as the top two KPI’s?”) are an indication that standard industry KPI’s have yet to be
established for social media channels.

However, in reviewing respondent suggested metrics, we identified a trend that
appears to align with the type of organization and functional responsibility that
respondents represented. In the case of Sales oriented respondents: referrals/lead
generation, customer churn, revenue and sales attach rate were selected as the
primary KPI’s for social media. In the case of Marketing and PR functional
respondents: impression, community size and active involvement of community
members were selected as the primary performance indicators. Customer Care and
Technical Support respondents tended to select: response time, resolution rate and
customer satisfaction as key metrics.

As in the case of traditional sales, marketing and customer care channels; we believe
that each of these metrics holds value to organizations in measuring performance
and results of various social media initiatives. We expect specific KPI’s to vary
depending on the strategic and tactical goals of each organization, but adhere to the




belief that the evolution of the social media as a customer response channel will
require that some number of industry standards for measuring results be
established. This (establishing of standard KPI’s) will be a significant factor for BPO
organizations as volume increases and companies begin to consider the value
proposition (ROI) involved in outsourcing the handling of these transactions to
service providers (companies that outsource transactions traditionally utilize KPI
metric goal setting and on-‐going performance measurement of vendor results to
gauge the success of their outsourcing strategy).

What languages are you currently engaged in social networks?
25 Check all that Apply 415 26
94% 6%
English 408 78.46%
Spanish 43 8.27%
French/Canadian 27 5.19%
Other 25 4.81%
German 17 3.27%

Comment: English clearly represents the lion’s share of languages currently
supported (over 78%) with Spanish and French Canadian representing the next two
largest languages selected by respondents. We believe this is related to the North
American centric nature of the respondent population, but is also an indicator that
the growth of social media as a customer outreach channel is likely to be driven by
N. America and English speaking European based organizations as has been the case
with more traditional channels such as phone, email and chat.





In terms of degree of difficulty in dealing with social networks rank the
26 following regions (1,2,3,4 or N/A) 376 65
85% 15%
N/A 212 56.38%
Region 1 - North America 123 32.71%
Region 4 - Asia Pacific 18 4.79%
Region 3 - EMEA 13 3.46%
Region 2 - South America 10 2.66%

Comment: While it is to be expected that English language support will represent
the majority of social media customer interactions in the near term, our view is that
challenges encountered in supporting other languages and non-‐English speaking
geographies will follow the general trends found in traditional channels when
expanding customer outreach programs to global customers. Most companies have
developed capabilities that facilitate interaction with customers in the native
language of the customer base via phone, email and chat. The fact that the majority
of respondents (56%) selected “N/A” when considering degree of difficulty in
supporting social media channels is an indication that language is not a barrier to
advancing social media response strategies.



27 What social networks does your organization monitor or utilize in proactive 401 40
customer outreach? Check all that apply 91% 9%
Facebook 308 21.6%
Twitter 292 20.48%
Blogs 231 16.2%
YouTube 176 12.34%
Captive Forums (forum administered by your staff) 103 7.22%
Other 96 6.73%
Non-captive Forums (forum not administered by your staff) 96 6.73%
Text/SMS 65 4.56%
MySpace 59 4.14%
Comment: As expected, the three leading forums (Facebook, Twitter and YouTube)
represent the majority of social media channel interactions that respondent
companies are currently utilizing to engage customers (over 54%). However, it is
interesting that other forums (Blogs, Captive forums, Text/SMS, etc.) represent a
significant portion of the forums that organizations utilize for customer outreach
(over 45%). We believe this to be an indication of the continuing evolution of social
media as a customer response channel as well as the fact that the forums of choice
will continue to change over time. In order to be competitive and to meet the needs
of customers, companies intending to utilize these types of forums will be required
to continue to monitor trends and evolve their approach in order to remain relevant
and provide contact options that align with customer preferences.





What is holding your organization back from effectively dealing with social
28 networks? 398 43
90% 10%
The organization is still evaluating the impact

of social networks on the business 245 61.56%
functional separation of responsibilities 53 13.32%
Executive views social networks as a distraction 40 10.05%
Inability to secure budget 38 9.55%
Do not know how to proceed 22 5.53%

Comment: The fact that 67% of respondents are in evaluation mode or don’t know
how to respond to the social media phenomenon, combined with disjointed
ownership of respondent company strategies (13%) is a further indicator of the
relative immaturity of these customer outreach channels. As noted earlier, the early
stage of the segment’s maturity represents significant opportunity for organizations
providing technology, tools and services that will facilitate further development of
the channels.

29 Would you participate in a multi social network vendor consortium? 413 28

94% 6%
Yes 247 59.81%
No 166 40.19%
Comment: 60% of respondents indicate a desire to participate in some form of
social media consortium. This bears further discussion and evaluation as to what
types of consortiums, industry associations, conferences, knowledge sharing
forums, etc. would best serve this interested constituency.





Summary
As indicated previously, we believe that the industry is currently at a very early
stage of development in the area of social media response. We find the tools,
processes, metrics and standards required to establish this medium as a mature
component of most companies’ customer outreach strategies to be sorely lacking.
We feel that this gap represents a significant opportunity for technology and
solutions providers to differentiate their firms by developing the required
technology and service delivery capabilities on behalf of clients.

We also agree with the 60% of respondents to Question 29 who indicate a desire to
participate in an industry consortium on this topic and recommend the
establishment of this type of consortium with working groups (sub-‐teams) focused
on specific areas of interest and tasked with creating industry standards and
providing guidance to technology and solutions developers.

Download this report @:
http://www.customerresponsesummit.com/survey_intro.php



KPI Social Media Response Survey Results

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KPI’s For Social Media Response

Next Move Services, LLC

KPI’s For Social Media Response

1 Next Move Services, LLC

KPI’s For Social Media Response

2 Next Move Services, LLC

KPI’s For Social Media Response

3 Next Move Services, LLC

KPI’s For Social Media Response

4 Next Move Services, LLC

KPI’s For Social Media Response

01 What is your level within your organization 437 4

0% 25.5% 51% COUNT PERCENT

Executive 219 50.11%

Management 187 42.79%

02 What is your role wthin the organization? 438 3

0% 13.5% 27% COUNT PERCENT

Customer Service – Operations 114 26.03%

Technical Support - Operations 24 5.48%

Public Relations 5 1.14%

5 Next Move Services, LLC

KPI’s For Social Media Response

Question Answers Skips

03 How large is your organization in terms of revenue? 435 6

0% 19.5% 39% COUNT PERCENT

Under 25 million 167 38.39%

101 million - 1 billion 70 16.09%

51 – 100 million 51 11.72%

Question Answers Skips

04 What is the primary focus of your organization’s business? 435 6

0% 21.5% 43% COUNT PERCENT

Business to Business 183 42.07%

Both 164 37.7%

Business to Consumer 88 20.23%

6 Next Move Services, LLC

KPI’s For Social Media Response

Question Answers Skips

05 What industry best represents your company? 438 3

0% 24.5% 45% COUNT PERCENT

Other 197 44.96%

Financial Services 45 10.27%

Healthcare, Pharmaceutical, Biotechnology 34 7.76%

Consumer Products 33 7.53%

Travel & Hospitality 16 3.65%

Food & Beverage 9 2.05%

Question Answers Skips

06 Where is your company headquartered? 435 6

0% 40.5% 81% COUNT PERCENT

Latin America / South America 8 1.84%

7 Next Move Services, LLC

KPI’s For Social Media Response

Question Answers Skips

07 What regions do you have responsibility for? 437 4

0% 36.5% 73% COUNT PERCENT

Latin America / South America 9 2.06%

0% 20% 40% COUNT PERCENT

We have not started 173 39.41%

Within the last 3-12 months 111 25.28%

Last 13-24 months 82 18.68%

Within the last 90 days 37 8.43%

Greater than 24 months 36 8.2%

8 Next Move Services, LLC

KPI’s For Social Media Response