ROI of Social Customer Service: How to Calculate It and Create a Strong Business Case

The phrase “customer service is the new marketing” has gained popularity with brands realizing that poor customer service takes current, and even potential customers, out of the marketing funnel. Why? If a customer doesn’t get the help she needs, she often will not remain loyal – or worse, she will take to social media and tarnish the brand. Think about it. If a consumer’s flight gets delayed or she receives terrible food brought to the table, she might post on Twitter, Facebook, Instagram, Snapchat, and Yelp within minutes of the incident. From one mistake, a company’s reputation can be smeared all over the internet. The report goes into a lot of detail so it’s clear how to calculate the ROI of social customer service:

Economic Imperative of The ROI of Social Customer Service

Many brands have experienced incidents where not taking care of an issue turned into a social media nightmare. These include brands like Domino’s Pizza[i], the Red Cross[ii], McDonald’s[iii], and Cisco and extends to people’s personal brands such as comedian Gilbert Gottfried[iv] and hockey player Tyler Sequin.[v]

Customer care extends far beyond the traditional call center. Every touch point or interaction with the company (or even content about the company) can affect the customer’s satisfaction and loyalty to the brand. While it’s not always a positive experience, brands need to hear opinions expressed online to enable them to create the necessary corrections, drive strategy, and improve operations for making great customer experiences.

To gain buy-in for this type of interaction in a social customer service program, executives need to show senior leaders a viable business case. Once everyone is on board, it’s time to create some baseline metrics and goals and then determine what the ROI needs to be based on the program qualifications being set in place. The components of a business case include:

  • Goals and objectives for the social customer care initiative
  • A strategy to meet the social customer care goals and objectives
  • Metrics/Key Performance Indicators (KPIs) to measure the goals and objectives
  • The business results (cost savings or revenue generation) or the return on investment (ROI) for the social customer care initiative.

How to Calculate Social Customer Care ROI

Constellation often hears comments such as “the ROI of social media can’t be calculated because there are too many unknowns” or “don’t worry about the ROI – social media is very tactical – just start doing it – get a Twitter handle, a Facebook page, a Pinterest account.” Some people may quote metrics and/or KPIs, but few know how to convert them into ROI.

An ROI calculation offers a way to put the business strategy and metrics into a formula to show, in numbers, how the strategy is, for instance, increasing revenue or decreasing costs. ROI calculations can also provide perspective on the potential strengths or weaknesses of the strategy. Examples in this report will show how correctly calculating ROI will help in the evaluation and improvement of your strategies. The formula to calculate ROI is:

Return on Investment
= (Gains from Investment) – (Costs of Investment) x 100

Costs of Investment

Calculating the ROI of social media involves three variables:

  • Traditional customer care business metrics
  • Social media metrics
  • Changes to traditional business processes and metrics when social media is applied to a business initiative.

Here’s an Example: Social Customer Care Increases Revenue and Customer Lifetime Value

An international airline that services over 280 destinations worldwide uses a social media tool for monitoring all its social channels, engaging back with its online communities, doing in-depth reporting, and tracking KPI metrics and agent performance. Most importantly, the platform the airline uses supports its global consumer base, enabling the airline to monitor the 30,000 social mentions received in more than nine languages each month.

A company’s revenue is based on the number of customers and the average purchase value in a period of time. When companies use a social media platform, they can increase their revenue from existing customers. By engaging and listening, they can retain them as customers and increase the amount and frequency of purchases over a longer period of time. When the company is truly listening and integrating the feedback, like the airline above, it will be able to meet the needs of the customer and increase not only the amount that the customer spends, but also the number of years the customer spends with that company.

Calculating Costs

To calculate costs, we look at the cost of the technology and implementation (see Figure 1). Then we also look at the cost of the employees or customer service professionals providing the social customer care. The payroll costs include the expenses of a manager part-time as well as the cost of 10 part-time customer service agents with 40 percent of their time spent on social customer care and 50 full-time customer care social media professionals. The total of the costs for both technology ($30,000) and payroll ($2,720,400) is $2,750,400.

Figure 1. Airline Example of Customer Social Media Cost CalculationCost of Social Customer Care

Calculating Gains

The benefit calculation is created by determining the extra revenue generated from more loyal customers who spend more with the airline. The annual number of customers or passengers per year is 22,000,000 with an average spend per customer of $250. With the increased responsiveness and better social customer service, we estimate that 10 percent of the customers will spend 10 percent more per year. The ROI is calculated by taking the $55,000,000 minus $2,750,400 x 100 divided by $2,750,400. This total increase in revenue is approximately $55,000,000 (see Figure 2), and the ROI is 1899 percent. This means that the airline made $18.99 for every dollar that it invested in social customer care.

Figure 2. Airline Example of Customer Social Media Gain Calculation

Screen Shot 2016-09-01 at 11.55.17 AM

In the report, we go over many different examples of how companies have calculated ROI. Though there are nearly dozens of ways that social adds to the value of not only Customer Service, Marketing, Product Innovation, Supply Chain, ERP as well as Internal Operations – like acquiring recruiting and retaining top talent. If you want more help on these types of calculations, we are here to help!

@DrNatalie, VP and Principal Analyst, Constellation Research

Covering Customer-Facing Applications and how Social, IOT, Machine Learning and AI Transform Customer Experience

[i] “Managing Bad News in Social Media: A Case Study on Domino’s Pizza Crisis”, Jaram Park, Meeyoung Cha, Hoh Kim, Jaeseung Jeong, Graduate School of Culture Technology, KAIST, from Proceedings of the Sixth International AAAI Conference on Weblogs and Social Media, 2012,‪.

[ii] “Red Cross Does PR Disaster Recovery on Rogue Tweet”, Todd Wasserman, Mashable, February 16, 2011,

[iii] “#McDStories: When a Hashtag Becomes a Bashtag”, Kashmir Hill, Forbes, January 24, 2012,

[iv] “Gilbert Gottfried Fired as Aflac Duck after Japanese Tsunami Tweets”, Huffington Post, March 14, 2011,

[v] “Tyler Seguin’s Account Tweets ‘Only Steers and Queers in Texas’; New Stars Center Says He Was Hacked”, SportsDay, July 2013,



Dr. Natalie’s Research Agenda and Published Research

If you are wondering what I have been up to lately, I thought I would put all the research I have published  into one place. Here’s a list of Dr. Natalie’s completed and published research and soon to be published content! It ranges from IOT, Analytics, Big Data, Customer Experience, Leadership, Organizational Change Management, Storytelling, Collaboration, Digital Transformation, Social Selling, Social Media, the Cloud, Marketing, Sales, SaaS, IaaS, PaaS, DaaS, AI, Machine Learning, Innovation, Social Networks, Social Media Monitoring, Mobile, Customer Service and Customer Success Management….and a few things in-between…

IOT (The Internet of Things), Innovation, AI, Machine Learning, Analytics and the Cloud

• The Algorithm of You: How IoT Transforms and Differentiates Customer Experience: Using the Internet of Things to Boost Revenue and Deliver a Brand’s Personalized Promise

• Digital Disruption: The Blind Spot That Could Sink Your IoT and CX Initiatives

• The Internet of Things Improves Customer Experience in Retail Supply Chain

• The As-a-Service Economy: CX and IOT Mean You Have to Deliver Great Experiences- Upcoming

• Customer Experience IOT in the Automotive Industry-Upcoming


Digital Transformation: Customer Engagement, CRM, Innovation, Customer Experience, Customer Service, The Cloud and Analytics

• ROI Of Customer Service & Customer Experience

• How to Measure Customer Experience: Performance Management Maturity-Upcoming

• Case Study: Elaine Turner® Brand and Oracle Commerce, Marketing and Customer Service-Upcoming

• The Need for Inspiring Leaders to Orchestrate Customer Experience Initiatives-Upcoming

• Experience Management: How to Deliver Integrated Customer Experiences

• How Rackspace Creates the Next-Generation Customer Experience

• The ROI Of Agile Customer Care: Reduce Training and Easy To Add Channels

• Digital Imperatives for Omni-Channel Retail Customer Experiences

• Nine Pillar Of Successful Self-Service for Digital Customer Engagement

• 6 Pillars of e-commerce Customer Engagement

• 9 C’s of Customer Engagement – Delivery and Communication Styles: Channels, Content and Cadence

• 9 C’s of Customer Engagement – People Centric Values: External & Internal Culture, Community, Credibility

• 9 C’s of Customer Engagement – Right Time Drivers: Context, Catalysts, Currency

• How Delta Uses Microsoft Dynamics and Avanade to Create Next-Generation Customer Experiences

• How Microsoft Dynamics CRM Improves Productivity at Trek Bicycle

• Delta Uses Microsoft to Transform Flight Operations and the Customer Experience

• New Belgium Brewing Creates Great Customer Experiences Using Microsoft Dynamics

• Beyond Journey Maps, Delivering Mass Personalization at Scale

• The State of Customer Service and Support Evolves 


Social Media, Customer Service, CRM, Analytics, Innovation and the Cloud

• How General Motors Using Social Media To Listen To Customers and Sell Cars and Deliver Service

• The ROI of Online Communities: Online Communities Provide Value Beyond Call Deflection

• Why Top Marketers Create Branded Social Networks for Customer Engagement

• The State of Customer Service and Support Evolves 

• ROI of Social Customer Service- Upcoming

• The Customer Service Playbook for Integration of Traditional, Digital, Social and Mobile Customer Service Strategies and Technologies-Upcoming

• Mobile Customer Service-Upcoming


Digital Marketing, Analytics, Innovation and the Cloud

• Should the Chief Marketing Officer Oversee the Whole Customer Experience?

• Data-Driven Marketing Campaign Optimization

• VentureBeat: Should the CMO Run the Whole Customer Experience?

• Executive Brief: Can Brands Keep Their Promise?

• Oracle Moves Its Focus from the CIO to the CMO

• How to Staff the Team for Effective Content Marketing

• The State of Marketing 

• Marketing Funnels Are Dead, What’s Next?


Digital and Social Sales; Commerce, Innovation, Analytics and the Cloud

• How Sales Leaders and Sales Reps Can Create a Social Selling Organization: Convert Average Sales Teams into Top Performers Using Social Networks

• Five Approaches to Drive Customer Loyalty in a Digital World

• The Modern Sales Experience

• Continuity of Customer Experiences Drives the Future of Commerce


Customer Success Management, Analytics, Innovation and the Cloud

• The State of Customer Success Management

• Gainsight: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

• ServiceSource: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

• Bluenose: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

• Totango: Customer Success Management for a Post-Sale, On-Demand, Attention Economy


If you are interested in learning about any of these reports or research, a speech or webinar on any of these or related topics, please reach out to me here!

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research

Covering Innovative, Customer-Facing Applications that Create Great Customer Experiences








I’m Judging the SuperNova Awards: Make Sure to Submit Your Case Study

I’m judging the 2016 Constellation SuperNova Awards! Every year the Constellation SuperNova Awards recognize individuals for their leadership in digital business. Nominate yourself or someone you know before August 8, 2016.

About the SuperNova Awards
The SuperNova Awards honor leaders that demonstrate excellence in the application and adoption of new and emerging technologies. In its sixth year, the Constellation SuperNova Awards will recognize individuals who demonstrate leadership in nine categories:
•  Internet of Things – A network of smart objects enables smart services. (sensors, smart ‘things’, device to purchase, artificial intelligence)
•  Data to Decisions – Using data to make informed business decisions. (big data, predictive analytics)
•  Digital Marketing Transformation – Personalized, data-driven digital marketing.
•  Future of Work: Social Business – The technologies enabling teams to work together efficiently. (enterprise social networks, collaboration, digital assistants)
•  Future of Work: Human Capital Management – Enabling your organization to utilize your workforce as an asset.  (talent management, benefits, HR core)
•  Matrix Commerce – Commerce responds to changing realities from the supply chain to the storefront. (digital retail, supply chain, payments, ‘ubiquitous-channel’ retail)
•  Next Generation Customer Experience – Customers in the digital age demand seamless service throughout all lifecycle stages and across all channels.  (crm, customer experience)
•  Safety and Privacy – Strategies to secure sensitive data (blockchain, digital identity, authentication)
•  Technology Optimization & Innovation – Innovative methods to balance innovation and IT budgets. (innovation in the cloud, ENSW cost savings, cloud ERP, efficient app production)
The SuperNova Awards are seeking leaders and teams who have innovatively applied disruptive technolgies to their business models as a means of adapting to the rapidly-changing digital business environment. If you have what it takes to compete in the SuperNova Awards submit your application today:
If you are doing something really interesting, make sure to send in your case study! It’s your time to be recognized for your hard work!
@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research
Covering Customer Facing Applications that Drive Awesome Customer Experience

Social Cloud Customer Service Has Dismantled the Old Marketing Funnel

Old Marketing Funnel Days: In the days before social media, marketers would target key customers and go through an awareness, desire, interest and then action (buying) process; essentially the old marketing function. The marketer would start with a large number of customers at the top of this so called “funnel” and as the customers in the “funnel” were approached, there would become fewer customers, narrowing down to those with the desire, interest and ending up with enough customers that would eventually take action and buy whatever was being offered.

The Way a Company Manages Their Social Media Can Destroy the “Old” Marketing Funnel. Today, we know that social media plays a significant role in the purchase decisions of potential buyers. That’s why the way a company manages their social media can turn consumers from brand advocates to troublesome trolls. And there’s an invisibility of social media that has completely destroyed the marketing funnel.

How Does Social Media #Fail Affect the “Old” Marketing Funnel? What do I mean by this? Let’s say I am a customer who is having issues and I post #fail and the brand’s name. And then let’s say there are 1, or 10 or 100 or 1,000 people who might have been interested in becoming aware of that company’s products and services. But because they saw my #fail, they make a mental note and a decision, unbeknownst to the brand, to never buy from that company. They saw the company didn’t have that customer back when they had a question or need help. And this is essentially why Social Cloud Customer Service is the New Marketing. How customers get treated in Customer Service and when they share that affects the future purchasing power of that pool of customers who might have been interested.

Customers Opt Out Without The Brand Even Knowing They’ve Lost a Customer Because those customers opted out, they will never be in the companies “old” marketing funnel. They may have had the potential to become part of a targeted segment that could have gone through the various stages of awareness, desire, interest and then action. However, because those customers saw the #fail post, they will never be a potential customers. Essentially the pool of customers that company might have drawn upon is now much smaller.

Loosing Customers You Didn’t Know You Lost. The company many not realize they lost those customers. They make still send out marketing messages. But it’s every likely that those customers who made mental note of how another customer was treated, will never respond to any marketing messages and never buy from that brand. And that’s what I mean about the customers disappearing or becoming invisible to a brand. They are no longer available to be marketed to. They will just ignore the marketing messages because they saw when I tried to get help, the company didn’t reach out in social media and try to help. And this is the invisibility that is affecting many companies and they don’t even realize that by poorly managing their social media, they have shrunk their customer base.

Managing Your Social Media Well Can Be a Customer Attractor. On the other hand, let’s say there is a customer who complains in social media and the company is paying attention. They are monitoring, listening and respond quickly and resolve the issue. 1 or 10 or 100 or 1,000 customers will have seen this and as a result, they make mental note of it. They might not be in the market for what the company is offering at that exact moment, but when they are and they have to choose a brand, they are going to choose a brand that has their back or a company that they have seen take care of another customer’s issue quickly and meet the customer expectations.

Not Responding To #Fail Is No Way To  Manage Your Current and Future Customers. The failure to meet or exceed those expectations can drive away new and existing customers. This is why I think the old “marketing funnel” has really been dismantled. With more and more companies turning to social media to communicate with consumers, it’s important to manage the channels in a way that builds brand loyalty and converts users into advocates. Today’s consumers turn to social media when they have a question about their purchase. The way your company manages customer service via social media can build brand loyalty & turn users into advocates.

info2 info1

You can get the full infographic from IntelliResponse here.

Where do you stand? Are you monitoring, listening and responding? Or are you not even paying attention to social media?

@DrNatalie Petouhoff, VP and Principal Analyst

Constellation Research, Covering Customer-Facing Applications that Create Awesome Customer Experiences


Doing Something Really Interesting in IOT Customer Experience or Cloud Customer Service? Apply for a SuperNova Award!

The SuperNova Awards honor leaders that demonstrate excellence in the application and adoption of new and emerging technologies. This is the sixth year of the Constellation SuperNova Awards. Are you using IoT to create great, new customer experiences. Has the move to the cloud made your customer service more agile and the customer’s experience much better? If so, let us know. We want to hear your stories of using and developing:

  • IoT
    • IoT and creating awesome Customer Experiences
    • IoT and creating awesome Customer Service (Field Service)
    • IoT, the Customer Experience and its affects on Customer’s and Businesses Security/ Privacy
    • Using IoT to deliver smarter Marketing
  • Cloud
    • Using the Marketing Cloud to Increase Conversion, Targeting, Relevancy…
    • Using Customer Service Cloud to Service Customers Reactively, Proactively and Drive Marketing
    • Using the Customer Experience Cloud To Drive Awesome Customer Experiences
    • Using the Sales Cloud to Grow Win Ratios…

We will be recognizing nine individuals who demonstrate true leadership in digital business through their application of new and emerging technologies. We’re searching for leaders and teams who used disruptive technolgies to transform their organizations. Special recognition will be given to projects that seek to redefine how the enterprise uses technology on a large scale.

Are you really on the leading, bleeding edge? Then we are looking for you! If you are not on the edge, you are taking up too much room! We’re searching for the boldest, most transformative technology projects out there. If you or someone you know has what it takes to compete in the SuperNova Awards, fill out the application here

What’s the Timeline look like? I kinda hate to publish this, because everyone looks at it and thinks- Oh August – I have plenty of time! Don’t kid yourself. It takes time to not only do a great project but also document it! So don’t wait to the last minute… If you are up to something special, start jotting down your project info so you won’t be late with application submission!!! And make sure you have data to show your results!

  • February 8, 2016 application process begins.
  • August 8, 2016 last day for submissions.
  • September 7, 2016 finalists announced and invited to Connected Enterprise.
  • September 12, 2016 voting opens to the public
  • September 21, 2016 polls close
  • October 27, 2016 Winners announced, SuperNova Awards Gala Dinner at Connected Enterprise 

Why bother? There’s lots of Rewards! Besides getting to hang out with me :-) and a ton of other really outstanding and amazing leaders, and get to hear what the top companies in the world are doing, you’ll also get…

Wondering Who Are the Judges?

The judges are technology thought leaders, analysts, and journalists selected for their futurist mindset and ability to separate substance from hype. The SuperNova Award Judges carefully evaluate each SuperNova Award application against a rigorous set of criteria. Judges will identify individuals who demonstrate true leadership in the application and adoption of new and emerging technologies.  Want to catch a judge’s eye? Judges look for projects whose elements can be replicated in other enterprises. Want to know more about the awards and judges? You can learn more about the SuperNova Award Judges.

What Types of Projects or Inititatives Can Be Submitted? Here’s a list of the categories:

  •  Internet of Things – A network of smart objects enables smart services. (examples: sensors, smart ‘things’, device to purchase)
  •  Data to Decisions – Using data to make informed business decisions. (examples: big data, predictive analytics) 
  •  Digital Marketing Transformation – Personalized, data-driven digital marketing. 
  •  Future of Work: Social Business – The technologies enabling teams to work together efficiently. (examples: enterprise social networks, collaboration)
  •  Future of Work: Human Capital Management – Enabling your organization to utilize your workforce as an asset. (examples: talent management)
  •  Matrix Commerce – Commerce responds to changing realities from the supply chain to the storefront. (examples: digital retail, supply chain, payments, omni-channel retail)
  •  Next Generation Customer Experience – Customers in the digital age demand seamless service throughout all lifecycle stages and across all channels. (examples: crm, customer experience)
  •  Safety and Privacy – Strategies to secure sensitive data (examples: digital identity, information security, authentication)
  •  Technology Optimization & Innovation – Innovative methods to balance innovation and IT budgets. (examples: innovation in the cloud, ENSW cost savings, cloud ERP, efficient app production)

Who Won Last Year? I knew you would ask that, so here’s that info below. And they were all outstanding. Let’s see if you can beat what they did last year! We are really looking for the super stars. And you know who you are!

CoIT & The New C-Suite

Martin Brodbeck: CTO, Sterling Backcheck


Data to Decisions

Alda Mizaku: Lead Bus Solutions Analyst, Mercy


Digital Marketing Transformation

Naveen Gunti: Senior Director of e-Commerce Technology and Operations, Tumi Holdings, Inc.


Future of Work – Human Capital Management

Asha Aravindakshan: Operations Director, Global Talent, Ashoka


Future of Work – Social Business

Steve Nava: Senior Director Field Service, Americas, Luminex

*************************************************************Matrix Commerce

Jordan Kivelstadt: CEO, Free Flow Wines


Next Generation Customer Experience

Dan Wallis: Director of KP OnCall, Kaiser Permanente


Technology Optimization & Innovation

Dr. David Bray: Chief Information Officer , Federal Communications Commissions

Erica Stevens: VP of Supply Chain and Information Technology, Dylan’s Candy Bar

So there’s your bar. It’s been set high, but I know you can top it! Go for it! Can’t wait to see you at  SuperNova Awards Gala Dinner at Connected Enterprise!!
@DrNatalie, VP and Principal Analyst, Constellation Research
Covering Customer-facing Applications That Make Amazing Customer Experiences

#AdobeSummit WOWs With a Ton of Announcements

The #AdobeSummit has begun and the news below, for the 6,000 digital marketers and senior leaders from the world’s top brands is being digested, while sharing best practices and networking. As a marketer, there never seems to be enough time to learn everything, but soak it up. It’s all here! And if you are here in person or not… here’s a round-up of what’s happening here:

  • Adobe Pushed Boundaries of Marketing at Summit 2015 – At Summit 2015, Adobe is showcasing a range of innovation across its Adobe Marketing Cloud, including the unveiling of two new Adobe Marketing Cloud Solutions – Primetime and Audience Manager. Press Release
  • Adobe Brings Digital Marketing to Internet of Things (IoT) – Adobe Marketing Cloud extends personalized experiences to physical spaces and machines; New IoT SDK enables brands to measure and analyze engagement across IoT devices. Press Release
  • Adobe Streamlines Mobile Marketing and App Development. – Adobe is unveiling significant enhancements to Adobe Mobile Services, a Core Service across Adobe Marketing Cloud, that include a fully integrated mobile app framework. The new mobile app framework delivers the complete, integrated solution in the industry for developing and managing apps, and is the first to eliminate marketers’ dependence on an array of disjointed point solutions. Press Release
  • Adobe Marketing Cloud Unites Data-driving Marketing and Ad Tech – Adobe is unveiling a new algorithmic engine and advances in Audience Core Services that enables brands to connect massive audience and behavioral data from a broad range of sources, while a new set of algorithms allow them to reach those audiences through Adobe Media Optimizer. Press Release

Joint Partner Announcements:

  • Adobe and IBM Interactive Experience Announce Global Partnership – IBM Interactive Experience will build specialized enterprise consulting capabilities for Adobe Marketing Cloud. Combining the capabilities of Adobe Marketing Cloud with the design, digital and technology expertise of IBM Interactive Experience, enterprises can comprehensively integrate all the touch points of a consumer’s journey. Press Release.
  • Accenture and Adobe Create Innovative, Pay-Per-Use Digital Marketing Service to Drive Greater Marketing ROI – Today Accenture and Adobe expand their alliance with the launch of Accenture Customer Engagement, a cloud-based managed service that simplifies the development, execution and measurement of digital marketing. Accenture Customer Engagement features digital marketing services from Accenture Interactive wrapped seamlessly around Adobe Marketing Cloud solutions. Press Release.

Partner-Issued Adobe Marketing Cloud Announcements:

Adobe Blogs Provide Additional Information on the Latest News from Summit:

If you want all Adobe Summit announcement highlights, videos, images and more, you can go here:

And you can follow the Twitter feed using the hashtag: #AdobeSummit

As you can see Adobe is addressing many of the issues that plague marketers, working to simplify, while giving marketers more control and options. As marketers are called to do more than just “push” messages and rather engage customers, more and more capabilities are required. The future is here, now. Digital Marketing education is not only necessary, it should be a requirement in every university!


VP and Principal Analyst, Covering Marketing, Sales, Digital, Social and Customer Service to Create Amazing Customer Experiences


Crimson Hexagon ForSight™ Platform Joins Forces With Hootsuite’s Engagement Platform for Better Customer Engagement & Business Insights

Crimson Hexagon, is a provider of software for social intelligence is announcing a new app integration with HootSuite, a social relationship platform. The new integration powers social engagement for enterprises, allowing customers to gain valuable business insights and competitive analysis from online conversations.

MY POV: There’s so much data out there. And data alone is not helpful unless it can provide insights. And insights and actionable decision intelligence take the right combo of technology as well as people with the right skills to truly understand how to use these applications and tools. What’s really missing is educational systems in place to increase people’s skill sets. Hootsuite has done a great job with their University, but universities and colleges are still completely behind the 8 ball. I’m fortunate that UCLA Extension and the Summer Institute for the Center of Media, Entertainment and Sports at UCLA Anderson allow me to teach digital and social media strategy and the use of technology to scale it. But most schools don’t have real digital and social programs– yet. Business schools are way behind. There’s not a job application – even those jobs that are not directly related to digital and social — want candidates to understand and know how businesses are using social and digital.

So What’s New About This Announcement Between Crimson Hexagon and Hootsuite?

Clients who are using Crimson Hexagon’s ForSight™ platform can stream social media posts directly into HootSuite. How does this help marketers and customer service professionals? To start with they can use it to engage with consumers and take action based on deep social media analysis. The integration combining Crimson Hexagon’s monitoring technologies with HootSuite’s publishing capabilities offers an opportunity to streamline workflow and increases efficiency in social monitoring and customer outreach within organizations. In addition, the application offers customizable keyword filtering and monitoring of any brand, competitor set, or topic, lending context and improved flexibility to social media analysis.

What Is the Key Difference to Crimson Hexagon Now That It’s Connected with Hootsuite?

The key difference is Crimson Hexagon is now entering into the engagement space and enhancing what their customers see and can analyze in the feed with their advanced text and audience analytics. Crimson Hexagon customers can plug their analytics directly into HootSuite streams for real-time engagement with customers and turn social data into immediate engagement. And HootSuite’s custom filters and keyword streams empower organizations to easily identify key insights in analytics for multiple business uses whether it be in social selling, customer service or marketing.

Some of the benefits of the combined Crimson Hexagon-HootSuite app integration are the ability to:

  • Access a world-class social media data library of over 450 billion posts for real-time and historical analysis of social data
  • Engage with customers and prospects in real-time through HootSuite, add data streams to gain insights on your customers, prospects and competitors
  • Apply custom filters and analytics to your data streams, including sentiment, opinion category, gender, geography and influence score
  • Enable dynamic filtering of streams within HootSuite to view posts by keyword, handles, hashtags, date range and content sources providing the most in-depth intelligence on brand sentiment and customer opinion
  • Enable location-based customer service initiatives for targeted campaigns and engagement
  • Drive efficiency and time savings associated with post tagging and post re-categorization as part of HootSuite engagement workflow
  • Discover and compare brand and topic influencers with author scoring within HootSuite

It’s an interesting new combination of technology. The real question is — do you have the strategy and the skill sets to implement it and get a business result? Technology alone is never the answer.

Skype: drnatalie007 | LinkedIn | Google+

Catch my latest:
• Thoughts at 
• Upcoming book series: “7 Steps To Digital Customer Experience Mastery” (working title) 

Constellation’s 4th Annual Connected Enterprise 
The Executive Innovation Conference | October 29th-31st

Half Moon Bay, CA | Ritz Carlton


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HootSuite Launches Managed Social Media Security & Compliance Service for Enterprises

HootSuite Managed Security & Compliance Services educate and empower enterprises to protect their brand and reputation

To help enterprises protect their brands as they scale social media across their organization, HootSuite has announced the launch of its Managed Security and Compliance Services. This new offering provides organizations with security and compliance tools to protect their brand and social media assets from internal and external threats. This is critical that organizations figure out social compliance. It’s one thing to focus on engagement of your customers. It’s another to make sure that ALL the engagement is of the type of engagement is “on brand” and keeps the brand in integrity.

“While businesses have adopted social media in record numbers, the lack of governance puts enterprises at risk for online security and compliance breaches,” says Greg Gunn, VP Alliances, Business Development, and Platform at HootSuite. “Our new managed services are designed to equip the enterprise with the right tools and response plans so they can safely use social media to grow their business while protecting their brand.”

HootSuite’s Managed Security and Compliance Services creates a secure, complete environment for policy management and enforcement across an enterprise’s entire organization, protecting its brand and data against a full spectrum of security and compliance threats. This is even more important for organizations within regulated industries such as finance, healthcare and insurance, as well as those that are publically traded and require persistent monitoring of their brand reputation.

Who’s using it? Check out ING DIRECT. “The nature of social media means that your brand’s reputation is often at risk,” says Jaime Stein, Senior Manager of Social Media at ING DIRECT. “Therefore, it’s important to have your team aligned and prepared to handle any situation that could compromise customer service or brand reputation. HootSuite’s Situational Simulation prepared our communications team for our recent company re-naming launch so that when it took place, our team was able to handle the response from our clients and the public effectively and efficiently.”

HootSuite’s new Managed Security & Compliance Services features include:

  • Social Media Asset Audit: Identify and govern both authorized and unauthorized social media profiles. The audit creates an Access Control Map, which allows administrators to outline legitimate profiles and determine which users can post to those profiles. We also help to remove illegitimate profiles to restore brand reputation.
  • Situational Simulations: Create a response plan for managing situations that could cause a drastic spike in activity volume on Twitter or Facebook. The exercise then engages users across the organization to react to a social media surge in a controlled environment using the HootSuite dashboard. Upon completion, HootSuite provides an executive summary and recommendations on ways to enhance the process and strategy.
  • Social Media Profile Monitoring: Monitor company-owned social media profiles for any security and compliance breaches. This ongoing service provides custom notifications when changes are made to account profiles to provide prompt alert if a hijacking occurs, and real-time content moderation to ensure all content conforms with predetermined compliance policies.

To learn more about managing risk in the enterprise, sign up now for HootSuite’s live webinar, “Managing Risk In a Social Organization: What Every CIO Needs to Know,” on Tuesday, March 11, 2014 at 11:00 a.m. EST. The webinar will feature insights from Nick Hayes, Security and Risk Analyst at Forrester Research; Lissette Santana, Branding and Stakeholder Communications Manager at PPL Electricity; and Sharad Mohan, Director of Customer Success at HootSuite.

More information:


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7 Steps to Create Powerful Customer Experiences and Get Social Media ROI

In this webinar with Crimson-Hexagon, I walk through seven steps that help brands create powerful customer experiences as well as where the ROI is… which seems to be difficult for some people to see where the return on integrating social media into a business is possible. Here’s the link to listen to the webinar. In particular, I show how social media monitoring is key to a social media business strategy.

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Webinar & Slides: How to Build a Case for Social Media Funding and Expand Your Business

The rate at which businesses are able to quickly analyze, accurately interpret, take action and pivot on the myriad of consumer interactions coming through channels such as Facebook, Twitter, blogs, forums, newsfeeds, mobile, et al, will be a determining factor for future business success.


With competition and the influx of interactions growing daily, some departments still struggle with their social media strategy and how to build a business case for the support and funding of a social media analysis initiative.

This presentation is about discovering:

  • How to use a 4-step process to build a business case for a social media analysis initiative.
  • How to distill a business case into one simple sentence.
  • How to quantify social media benefits and the five benefit categories.
  • Case studies on how leading companies are using deep insights in social media analysis to execute meaningful actions that prove the associated business case.

Watch this webinar to see how I and Crimson Hexagon’s Vice President of Marketing, Wayne St. Amand, insights on how to make a business case for social media analysis that will improve your chances for social media budget funding and expand your business.

You can view the webinar here, and here’s the slides….

Executive Success Acceleration Firm
We work with brands & software companies to deliver increased revenue and decreased costs.
Our Motto? Learn. Share. Grow!

@DrNatalie L. Petouhoff

Want to see how to get an ROI from Social Media? Check out these fun videos:
Video 1: Building the Business Case for Social Media
Video 2: How to Measure the ROI of Social Media
Video 3: How Social Media Benefits the Whole Company

Here’s My book on How Businesses can Drive Sales on Facebook: Like My Stuff: How To Monetize Your Facebook Fans

Want to get more info on the business use of social media? Connect with me here:
LinkedIn: DrNataliePetouhoff
G+ : Google Plus posts

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