2. Hi there,
Super excited that you found us here on SlideShare!
This short chapter taken from our new eBook on social listening for marketing
also accompanies the launch of Microsoft Social Listening and Social Insights,
powered by InsideView. Both are now available in Dynamics CRM at no
additional cost and can be used by anyone with a professional license*. This
type of affordable, democratized social insights is set to change the game for
our customers, and we’ve only just begun.
We hope you find these tips valuable to your organization, and be sure to
check out all three of our eBooks at the end of this presentation.
All my best,
Fred Studer
GM
Microsoft Dynamics CRM
https://twitter.com/fredstuder
DOWNLOAD THE EBOOK
http://bit.ly/URBrandSux
3. Accurately tracking brand sentiment—how
people feel about your brand on social—is vital
to strategic marketing. A sentiment analysis—which analyzes the
thousands of tweets, likes, posts, updates, discussions, product ratings and reviews, and so on—can
offer quantifiable metrics that reveal how your products, promotions, and marketing messages are
resonating with target audiences. By accurately tracking how various audience segments feel and
react to your brand, you can make adjustments to build deeper and more profitable relationships. With
that, here are four tips for tracking brand sentiment on social:
4 tips for tracking brand sentiment
4. Don’t just monitor the main social networks.
Social is much bigger than Facebook, Twitter, and LinkedIn. It also includes
blogs, forums, and other types of online communities.
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5. Look for sentiment trends over time
Just as you wouldn’t make product decisions based on one day of web
page traffic spikes, don’t make marketing decisions based on one day
of sentiment—good or bad. Generally, you should look for trends over time to better gauge
how consumers really feel about your brand. Of course, there are exceptions: if your website crashes or
breaking news about your company or its partners emerges, your marketing and PR teams may need to
move quickly in the name of reputation management or corporate responsibility.
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6. Use negative sentiment as lead generation
Listening to what people are saying about your competitors can
showcase weak spots in their offering. Think of it as an opportunity to help, and have
the appropriate salesperson send the customer something useful. Are people dissatisfied with a
competitor’s product? Can your product pick up the slack? Monitoring the competition can help you create
tighter messaging around their weaknesses and drive more leads for your sales team.
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7. Sort posts by sentiment type
Set up a social listening tool to rank the sentiment of each post so you can
quickly scan the good, the bad, and the urgent— and respond accordingly.
4
8. Read our entire series on social listening
DOWNLOAD THE EBOOK
http://bit.ly/Social4Closers
DOWNLOAD THE EBOOK
http://bit.ly/WowService
DOWNLOAD THE EBOOK
http://bit.ly/URBrandSux
9. www.microsoft.com/dynamics
Talk to a Microsoft representative (United States and Canada).
Availability and hours of operation: Monday–Friday, 8:00 A.M.–
5:30 P.M. Central Time (UTC-6) in the United States and Canada.
1-888-477-7989
REACH OUT TO LEARN MORE
