Introducing Microsoft Social Listening
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Today’s customers are more informed and getting their information in new ways from new sources. Decisions are influenced by discussions online and user reviews. The old ways of doing business are changing. And that means companies must change as well. As with all changes, those companies that successfully adapt to the reality of the market will succeed while those which don’t will fall behind. While this shift creates new challenges, it also creates a huge opportunity for businesses to reach customers in ways never before possible.
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Introducing Microsoft Social Listening
- 1. Introducing Microsoft Social Listening Turn sentiment into opportunity Deb Victor Dynamics CRM Technology Specialist, Microsoft
- 2. Agenda The Opportunity Microsoft Social Listening Demonstration Story – Embracing the Opportunity Q&A
- 3. The opportunity to connect with your customers is real @company love my new kicks!!! @customer we do too! Glad you like them : )
- 4. People are sharing more than ever before 5,000 tweets per second 500M+ photos uploaded and shared each day 100 hours of video uploaded to YouTube per minute
- 5. Businesses need to meet today’s customer expectations 44% Of customers today complain about products and services on social networks One negative social media comment can cost a company 30Customers
- 6. Introducing Microsoft Social Listening • • • •
- 7. Real-time social listening for marketing Campaign monitoring Measure the effectiveness of marketing campaigns in real time. Brand & product sentiment Gain insight and learn what people really think and feel about your business. Top influencer tracking Identify and monitor the top influencers in your industry, company, and customer base. 75% of B2B buyers likely to use social media to influence their purchase decisions
- 8. Lead generation and social insights for sales Social buying signals Create real-time alerts for key purchasing signals and generate leads from the social web. 73% Competitive intelligence Gain important insights about your competitors’ weaknesses and strengths. Target account tracking Monitor key developments and decision makers at your top accounts. Of salespeople who use social selling techniques outperform their sales peers
- 9. Extraordinary social care for customer service A new era of social care Delight customers across the social web (e.g., Twitter, Facebook, Blogs, and boards). Global sentiment analysis Track social care cases in more than 19 languages and sentiment in 5 languages Real-time social case resolution Create alerts to quickly identify customer issues, and identify trends early on. 20% Of customers expect a response within 1 hour via social
- 10. DEMONSTRATION Key capabilities to create amazing customer experiences with Microsoft Social Listening.
- 11. CUSTOMER STORY Companies using Social Media to embrace the opportunity.
- 12. CUSTOMER STORY Companies using Social Media to embrace the opportunity.
- 13. &
Notas do Editor
- Introduce myself. Social means a lot of things in our world today. So let’s start off with focusing in on what we’ll be discussing in here today. Give folks an opportunity to bow out if this isn’t exactly what you were thinking you were in for. What we are talking about today. Not Enterprise Social – Yammer Not Social Insights – InsideView But Social Listening – Microsoft Dynamics Social Listening – Listen, Analyze, Engage Today I’m here to tell you about Microsoft Social Listening and the opportunity this represents for your business. As we all know, the world is changing and changing rapidly. One of the ways in which it’s changing most is the rise of social media. Today’s customers are more informed and getting their information in new ways from new sources. Decisions are influenced by discussions online and user reviews. The old ways of doing business are changing. And that means companies must change as well. As with all changes, those companies that successfully adapt to the reality of the market will succeed while those which don’t will fall behind. At Microsoft we understand this shift and with the launch of Microsoft Social Listening, we can help.
- As you know, the customer experience is your brand. And every touch point customers have influences that brand. Those touch points used to be very limited – a TV advertisement, the product packaging, the product itself, maybe a brochure or flyer. If customers wanted information it came from the company, industry publications or a select group of peers. With the rise of social and mobile, those touch points are multiplying. And multiplying exponentially. Today’s customers have huge networks to tap for information and are no longer buying in the ways they used to. While this shift creates new challenges, it also creates a huge opportunity for businesses to reach customers in ways never before possible.
- And this isn’t a trend or a fad – this is a fundamental shift in the way people communicate. But this isn’t just a change in the way consumers behave – these social conversations and behaviors are increasingly moving to the B2B space as well. There is a conversation going on out there and if you’re not listening to it, you’ll be in the dark. You can see the facts on this slide which are meant to illustrate what’s happening in the market – and it’s amazing to quantity some of the numbers for how social the world is becoming. But to highlight a few other facts of what this rise in social means. First: 75% of B2B are likely to use social media to influence their purchase decisions. What that means is that customers aren’t just using social – they’re using it to buy. So if you’re not engaged on social, you’re missing the majority of your target market. These customers are out there talking about your products, brands and competitors and if you aren’t hearing the conversations and using them to inform your strategy, you’ll be at a severe disadvantage. Source: http://www.insideview.com/social-selling?utm_source=infographic&utm_medium=howsocialisb2b&utm_campaign=social-selling Second: 2. Customers are 70% of the way through the purchase process before they contact sales. When you think about this – and the way customers buy, that means they’ve already done their research and are close to a decision before they even contact you. Given this, if you want to be able to influence purchasing decisions, you’ll need to engage long before they ever contact your sales department. Source: SiriusDecisions
- And as customer behavior changes, companies need to change in order to meet those new customer expectations. Companies need to engage customers where the customers are. When I see the statistic that 44% of customers complain on social networks, I see an opportunity for companies to use social to get leads from their competitors who aren’t responding on social. More importantly, in the social world, all customers are not created equal. Influencers are important to decision making. If one negative social media comment can cost 30 customers, it’s critical to ensure you’re keeping the right influencers happy so they become brand advocates for you. Much of what we’ve just covered isn’t new. Everyone knows social is out there and growing rapidly. Most understand that this shift has taken place and understand they need to do something about it. But having a company Facebook page and Twitter handle isn’t enough. Businesses need to be involved in the social web. For businesses who understand the power of social and how to harness it, the opportunity is massive. Today some companies have realized this and are attempting to adapt. The problem is that today’s social listening tools are complex and priced so high they’re only available to an elite few – a couple marketers or in very large advanced companies, perhaps a 5-10 person the social listening team. And while using these tools with a small elite group is a start, it’s not nearly enough. At Microsoft, we believe this valuable information should be available to everyone – especially the front lines that carry the bulk of the weight for building your company and your brand. ------------------------------------------------- Sources Convergys Corp. https://www.openforum.com/infographics/the-simple-science-of-facebook-engagement/ http://www.destinationcrm.com/Articles/ReadArticle.aspx?ArticleID=91548
- Introducing Microsoft Social Listening. For the first time, Microsoft is democratizing Social Listening and making it widely available to everyone. Today’s social listening solutions are typically expensive and complicated. As such, a marketing department might buy licenses for a couple users. Or maybe a few people in a social media department get licenses. They do their analysis and get some insights, but rarely do these insights make it to the people that need it most. With 1.4 Billion people on FB why are there only a couple people in your company on social? With 5,000 tweets per second, how can a small handful of people possibly monitor and pass on the relevant insights to the roles that need? To fully leverage the value of this social information, it needs to be as widely available as possible and the insights need to be in the hands of the roles that need them most. Microsoft Social Listening is designed with exactly that in mind and is included FREE with select CRM editions. We know time is money and complicated products take a long time learn so with MSL, we’ve made it simple and easy-to-use. The UI is designed with the same familiar look and feel as CRM so it’s familiar and can be learned quickly. And because it’s so widely available, the information is available to the right roles. Now I’d like to take a minute to explain how that works across Marketing, Sales and Service.
- When we think about what social data means to a marketer it’s really about brand management. For a marketer, protecting the brand out in the world is extremely important. That means if someone is out there damaging that brand, marketers need to know about it so they can fix it quickly. For Marketers, Microsoft Social Listening helps with: Campaign Monitoring: If a marketer is running a campaign it’s easy to get feedback. By listening to social posts and social chatter, marketers can evaluate and adjust the campaign in real-time. Conversely, by monitoring social channels, if no one is talking about your campaign, that tells you a lot as well. Brand and product sentiment: Sentiment monitoring is a tool which looks at posts and evaluates key words to assign value – words like “good or great” are given a positive sentiment. Words like “bad or terrible” are given a negative sentiment. By using sentiment analysis, MSL lets marketers analyze posts to understand if there is a negative or positive perception in the marketplace. Top Influencer tracking: As you know, in social, not everyone is equal. Some influencers are more influential than others and their viewpoints carry more weight with more people. MSL makes it easy for marketers to identify the impact of different influencers and prioritize those who can deliver the greatest social impact.
- From a social sales perspective. Social buying signals: are an opportunity for sales to listen to social conversations and pick up on trends or signals. When people send the signal they’re looking for something, dissatisfied with their current solution, or need more information on a topic, that’s an opportunity for a seller to engage. A great example I always think of is running a marathon. When people prepare for a marathon it’s a fairly similar process. The event is some distance away and in the preparation phase they’ll buy 2 pairs of shoes, maybe join a running group, maybe buy a new watch or shorts, read information on how to take care of a sore knee. But what’s important about this is that along the journey they’re giving off social signals – posting to Facebook, tweeting, commenting on blogs, etc. And those signals can be heard and used to engage with customers directly. Competitive Intelligence: Is an opportunity for sellers to understand what competitors are saying and what customers are saying about your competition. Understanding how your competitors are positioned or the feedback from customers will allow sellers to position their conversations in the most effective way possible. Target Account Tracking: Lets you monitor developments at top accounts and use social signals to know if you need to check in. This lets you deliver the right level of service and create amazing customer experiences with your targeted accounts.
- From a Social Customer Service perspective. Social Care: When a customer is complaining on social that needs to be addressed with standard customer care procedure – namely translating into a case so that can be tracked and resolved. Monitoring social lets customer service get the relevant information to proactively respond in the best, and timeliest, way possible. Global Sentiment Analysis: Sentiment is very useful for care. Say for example that there’s a dip in sentiment and people aren’t feeling great about a particular product. In this case care can proactively reach out to resolve the issue, or for broader issues, care can help plan how the company can respond or even staff up to ensure there are enough care representative to handle the response. Alerts: Alerts are one of the most valuable tools for customer care. By using alerts, care can spot potential issues before they expand to damage the brand.
- DEVICTOR@MSLCENT01.onmicrosoft.com https://portal.microsoftonline.com/admin/default.aspx