Professional Documents
Culture Documents
of Social Media
How is Social Media used?
Use a results-focused
measurement framework 2
1
Positioning
• What’s the exposed
Reach
audience’s perception of
• What’s the total the brand?
size of the
audience
exposed to the Preference
message?
• What’s the exposed
• What’s the target audience’s preference
audience for brand?
exposed to the
message?
Action
• What bottom line
actions did the exposed
audience take, e.g.
purchase?
KPIs vs. diagnostic
metrics
KPIs • KPIs should align to the brand’s business objectives
Are we winning or • Are our social media efforts affecting behavior as we want?
losing?
Attributable
Leads/Sales/Behaviors
Media Uploads
Video Views
(videos, photos)
Exercise: KPI or
Diagnostic Metric?
Objective: Find John Mayer a wife
Benefits Benefits
● Quantified value
● Defined metrics (Impact on business) R
Total
Cost Costs I Economic
People
●
● Process
(Impact on budget) S Impact
Technology
●
Flexibility
K
(Options)
• Cost savings
● Reduce call volume
Benefits
●
Reduce SEO costs
(Impact on business) • Revenue improvements
●
Increase customer lifetime
value
●
Increase product ideation
●
Increase lead conversion rates
There are many benefits of Customer
Service Online Communities…
The answers are in the community
DSL
provide r
First Contact Resolution (FCR) goes up
• FCR affects
● Customer satisfaction
● Purchase reprobability
● Good word of mouth…
My
question
was
answered
!!!!!!!!
Customer advocates create more value
“Bad word of mouth” gets handled!
●Acknowledge their
suggestions
•Product Development
New ideas coming from
●
•Product Q&A
●Get solutions that can’t be
found any other way
2
E ntirecontents © 2008 Forrester Research, Inc. All rights reserved.
• Why is social media important to customer service?
• To Calculate ROI What are the benefits of online
communities?
• What are the costs of online communities?
• What is the ROI of customer service social media?
Why is social media important to
customer service?
• It’s…
– Twitter
– Online communities- Lithium, Helpstream, Jive…
– Facebook, LinkedIn, MySpace
– RightNow, Parature and nGenera
• It’s not just a…
– Forum
– A wiki
– A blog…
• It’s a community that interacts with each other on an
ongoing basis
Customer disdain, social media and customer
service have…
•… formed a perfect storm that is super charging change
What is a Customer Service Online
Community?
•Online communities have
evolved from “bulletin boards”
● Staff
• Process
●
Marketing of community
• Technology
● Community website design
Costs
(Impact on budget) ● Single Sign-on
● Integration to contact center
● Platform subscription fee
● Analytics
●
Reporting
Start-up costs of customer service online
communities…
Recurring costs of customer service online
communities…
Agenda
• Why is social media important to customer service?
• Using Forrester’s TEI Methodology to Calculate ROI
• What are the benefits of online communities?
• What are the costs of online communities?
• What is the ROI of customer service social media?
The ROI of online customer service
community is…
The TEI of online customer service
community is…
Where to begin?
Source: April 6, 2009, “How to Win Funding for Your Customer Service Project ” Forrester report
Join the Conversation
Step 6 – Measure ROI
Step 6 – Measure ROI
Step 6 – Measure ROI
Step 6 – Measure ROI
Step 6 – Measure ROI
Step 6 – Measure ROI
Step 6 – Measure ROI
Step 6 – Measure ROI
Measure ROI
Determining SM Budget
Budgeting for Social Media
Levels of Social Media Engagement
Tips to get started