Measuring impact from more accurate social media listening and timely engagement, presented by Tong...
-
Upload
socialmediaorg -
Category
Social Media
-
view
688 -
download
0
Transcript of Measuring impact from more accurate social media listening and timely engagement, presented by Tong...
![Page 1: Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun](https://reader031.fdocuments.net/reader031/viewer/2022032420/55a5e1151a28abac1d8b45b6/html5/thumbnails/1.jpg)
SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
Measuring impact from more accurate social media listening and timely engagement
TONG SUNWEB ANALYTICS DEMYSTIFIED
![Page 2: Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun](https://reader031.fdocuments.net/reader031/viewer/2022032420/55a5e1151a28abac1d8b45b6/html5/thumbnails/2.jpg)
Measuring Impact from More Accurate Social Media Listening and Timely Engagement
Dr. Tong Sun Director, Scalable Data Analytics Lab
© 2010 PARC
![Page 3: Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun](https://reader031.fdocuments.net/reader031/viewer/2022032420/55a5e1151a28abac1d8b45b6/html5/thumbnails/3.jpg)
![Page 4: Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun](https://reader031.fdocuments.net/reader031/viewer/2022032420/55a5e1151a28abac1d8b45b6/html5/thumbnails/4.jpg)
![Page 5: Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun](https://reader031.fdocuments.net/reader031/viewer/2022032420/55a5e1151a28abac1d8b45b6/html5/thumbnails/5.jpg)
Transforming “Call Center” into Customer Experience Management
PARC | 4
• Challenges: Growth opportunities (multi-channel) Continue to improve customer satisfaction Process efficiency (automation) Business model (pricing)
![Page 6: Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun](https://reader031.fdocuments.net/reader031/viewer/2022032420/55a5e1151a28abac1d8b45b6/html5/thumbnails/6.jpg)
The What: Identifying the Strategic Context
PARC | 5
![Page 7: Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun](https://reader031.fdocuments.net/reader031/viewer/2022032420/55a5e1151a28abac1d8b45b6/html5/thumbnails/7.jpg)
PARC | 6
Listening
Engage
Routing
Measure
The How: Efficacy of the Business Operations
Computational Linguistics + Expert Guided
Machine Learning • Better Accuracy in spotting issues • More issues spotted
Skill-based Automatic Workflow Routing • Matching expertise to issues • Reduces agent’s downtime
Cross-Channel Tracking
• Engaging through multiple social media channels & Efficient channel Tracking
Customer-Facing Reporting Metrics • Impact value metrics (campaign effectiveness,
customer satisfaction)
Process Context
![Page 8: Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun](https://reader031.fdocuments.net/reader031/viewer/2022032420/55a5e1151a28abac1d8b45b6/html5/thumbnails/8.jpg)
Listening Metrics
PARC | 7
Granularity (keywords, topics, aspects)
Depth (from demographics to psychographics)
Accuracy and Coverage
![Page 9: Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun](https://reader031.fdocuments.net/reader031/viewer/2022032420/55a5e1151a28abac1d8b45b6/html5/thumbnails/9.jpg)
Engagement Effectiveness Metrics
PARC | 8
Effectiveness of workflow routing (agent downtime, load balance)
Engagement status tracking (solved, open, change-channel)
Consistency across channels
![Page 10: Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun](https://reader031.fdocuments.net/reader031/viewer/2022032420/55a5e1151a28abac1d8b45b6/html5/thumbnails/10.jpg)
Impact Value Metrics
PARC | 9
Campaign spreading speed & coverage
Timeliness of Engagement (issue resolution rate, response time, handle time)
Sentiment conversion rate
![Page 11: Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun](https://reader031.fdocuments.net/reader031/viewer/2022032420/55a5e1151a28abac1d8b45b6/html5/thumbnails/11.jpg)
![Page 12: Measuring impact from more accurate social media listening and timely engagement, presented by Tong Sun](https://reader031.fdocuments.net/reader031/viewer/2022032420/55a5e1151a28abac1d8b45b6/html5/thumbnails/12.jpg)
SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
Learn more about past andupcoming events
SOCIALMEDIA.ORG/EVENTS