Your guide to owning the customer experience with enterprise social.

1. ENTERPRISE SOCIAL FOR MARKETING
How to Work Like a Network:
For the Marketing Leader
Your Guide to Owning the Customer Experience
with Enterprise Social
ENTERPRISE SOCIAL FOR MARKETING
Estimated reading time: 17 minutes

2. Introduction
Part One:
The Customer Takes Center Stage
Part Two:
The Art and Science of Marketing
Part Three:
Get Equipped with the Best Tools
Table of
Contents
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Enterprise Social describes a new way of working that taps into the power of human networks. It’s an approach that brings the essence of consumer social
networks—connecting with others, rapid information sharing, and easy discovery—to the enterprise. By connecting individuals to a dynamic network of
people and information, Enterprise Social enables employees to respond faster, accomplish more, and keep your business moving forward together.
The Microsoft vision for Enterprise Social is to empower organizations to work like a network by delivering seamless social experiences across familiar
applications people already use, including Microsoft Office 365, Microsoft Dynamics CRM, Yammer, SharePoint Online, Lync, and virtually any other
application or service that matters to your company.

3. ENTERPRISE SOCIAL FOR MARKETING
Your role as a modern marketer is shifting under your feet. Marketers were once
in a support role, channeling customers quickly on to sales to build the customer
relationships. But now marketers are standing firmly on their own, having direct
impact on customers for a longer stretch of the buyer’s journey. Marketers must
be prepared to facilitate a broad and dynamic customer experience and work in
concert with sales to build the business.
Harley Manning, vice president of customer experience at tech giant Forrester Research, says, “In this age, the only
source of competitive advantage is the one that can survive technology-fueled disruption: an obsession with
customer experience.”
That obsession is a must, as today’s customers are savvier than ever. They use social media and mobile devices to find
information about products long before the point of purchase. Consumers use an average of four devices per day. They
expect more from companies now: relevant and personal experiences, faster.
Marketers need to set the pace. But how do you adapt to this customer-centric business landscape, with deeper
understanding and a longer engagement timeline? While there is a big world out there of ever-increasing data, the
approach for marketers comes down to a few simple steps.
Marketers should better understand their customers; streamline marketing operations and increase efficiency; and
deliver better experiences that help grow and maintain brand awareness.
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4. ENTERPRISE SOCIAL FOR MARKETING
This e-book’s objective is to guide you in uncovering customer insights, improving
collaboration, and delivering more creative and innovative customer experiences
using Enterprise Social technologies. First it defines Enterprise Social and shows the
value of these solutions for marketing professionals. Second, it presents three ways
that Enterprise Social can help you and your marketing.
Finally, it shows you how to get started on working like a network.
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5. The Customer Takes Center Stage
Part One:

6. ENTERPRISE SOCIAL FOR MARKETING
The Value of Enterprise Social
for Marketing
Enterprise Social adds value to every department
across your business, but there are unique ways that it
can help your marketing team in particular.
Many other companies have already picked up on this.
According to the Microsoft.com website, 72 percent
of companies are deploying at least one social
software tool. Enterprise Social will help you to:
• Gain better insight into customer wants and needs.
• Get new products and campaigns to market faster
with better social collaboration.
• Unleash creativity to help marketing teams deliver
high-impact customer experiences.
“As a marketer, your customer and who you’re talking
to is the most important thing,” says Jess Brown, senior
product marketing manager at Microsoft.
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With Microsoft Enterprise Social technologies,
you can:
• Listen to conversations within your company on Yammer.
• Gain insight on sentiment outside your company with Microsoft
Social Listening.
• Adapt to employee and customer needs quickly by collaborating
and by using Office 365 productivity tools.
• Find valuable internal information and make connections with
Office Delve.
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“Using Enterprise Social
technology helps us day
to day, uncovering insights
and getting information
more quickly. Especially in
today’s media-saturated
environment, it’s easy to
get overwhelmed. But the
breadth of tools within the
Enterprise Social solution
gets us to the information
that really matters.”
—Jess Brown, Senior Product
Marketing Manager, Microsoft

8. The Art and Science of Marketing
Part Two:

9. ENTERPRISE SOCIAL FOR MARKETING
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The new era of marketing is focused
on the customer experience, with
marketers at the front line, crafting and
nurturing the conversation. But how
do you best curate that experience?
You have to be both a scientist
conducting meticulous research and
an artist honing your craft.
Enterprise Social gives you solutions that combine
the art of marketing with the scientific tools that allow
you to measure your results. As chemistry teacher
Walter White said in the television series Breaking Bad,
“Chemistry is technically the study of matter. But I prefer
to see it as the study of change.”
You’ve probably done your own in-house study of
this constant change. A scientific approach allows
marketers an unprecedented opportunity to watch, and

10. ENTERPRISE SOCIAL FOR MARKETING
benefit from, the way technology is revolutionizing marketing
possibilities. You can better align marketing and sales and
determine the marketing ROI. You can listen to customers like
never before; enhance collaboration and even make it playful;
and further galvanize your brand. When all of that is done well,
it’s a thing of beauty.
Enterprise Social hands you both the paintbrush and the
microscope—and here’s how to make it work for you.
Listen to Customers to Gain Insights
Social media apps are ubiquitous in most of our daily lives. According to the Pew Research Institute, 74 percent of online
adults use social networking sites. It is now possible to take advantage of the comfort and level of engagement that we
already have with social technologies to delight your customers in business.
Today’s smart marketers know how important it is to be where their customers are and to connect with them on their terms.
But this doesn’t just mean listening when customers are dissatisfied and clambering to be heard. A marketer’s understanding
has to happen sooner, before a low rumble becomes a roar.
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11. ENTERPRISE SOCIAL FOR MARKETING
This means knowing exactly what makes your customers tick. Ask yourself:
• What problems are my customers trying to solve?
• What are their pain points?
• What are their aspirations?
You don’t want just big data, but the right data, presented in a usable,
comprehensible way. Enterprise Social can help you zoom in and turn
information into insights. You can monitor external social media channels to
track customer sentiment and identify emerging trends with Microsoft Social
Listening. Strategically listen for keywords related to your company, industry,
and competitors to unveil your customers’ wants and needs.
And it’s not only on social media where your customers are talking. Employees
within your company interact with your customers every day, in the field,
over the phone, and behind the counter. With an active Yammer culture, your
colleagues can collect and share customer feedback directly from the source, in
the moment, using the Yammer mobile app.
These insights are catalysts for growth, helping you make data-driven decisions
to deliver qualified leads to sales, provide actionable feedback to product teams,
and design excellent customer experiences, ultimately benefitting your business.
“Retail is a very dynamic
environment. Keeping up
with changes and staying
on trend is essential,
and Yammer helps us
do that. It allows people
to share best practices,
even across functions and
geographies.”
—Andy Hedges, Director, Shopping
Center Management,
Westfield Australia
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Ways Enterprise Social Can Help Your Marketing Team
Uncover Customer Insights3
Keep an Ear to the
Ground
Use Microsoft Social Listening to track
social sentiment on Facebook, Twitter,
and LinkedIn. You can find out what’s
top of mind for customers and what’s
trending among prospects.
Get Front-Row
Seats
Channel customer feedback via
front-line workers, from restaurant
servers to retail associates and field
reps, and easily share what’s happening
on the ground. The Yammer mobile
app connects remote employees
straight to corporate headquarters
through an Enterprise Social network.
Two Heads Are
Better Than One
You can analyze and interpret
customer feedback and trends with
your team’s collective brainpower
and together determine next steps.
Yammer is integrated with Microsoft
Dynamics CRM, enabling employees
to start social conversations directly in
Microsoft Dynamics CRM when they
spot an opportunity or identify a
new trend.
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Adapt and Respond Faster
Through Social Collaboration
Collecting and sharing insights isn’t the only way today’s marketers can put
Enterprise Social to use. To respond to changing customer needs and create
stellar experiences, you must move fast and work together. With Enterprise
Social technologies, you and your team can collaborate more efficiently—
both internally and externally—to roll out new campaigns and products
quicker than ever.
Imagine your company is sponsoring a large event, and you want to get
customers and employees talking, and attract new customers. Or you are
launching a new product and need to catch glitches early on. You need to
use insights from management, employees, and partners.
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37%
Enterprise Social users
report a 37 percent
increase in project
collaboration.
—Inside Communication

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Inside your organization, Yammer fosters
convenient communication and easy
collaboration. With a familiar social
networking interface, you can send instant
messages to colleagues, post questions
and comments to the entire company, and
share files with your team. You can track
conversations and stay abreast of project
progress with a quick scroll through the
Yammer feed.
“I can get through my messages a lot
quicker with Yammer. I find that a lot of times
important emails get buried in my inbox.
Having tools like Yammer and Microsoft
OneDrive for Business to share files makes it
a lot easier,” says Jess Brown.
Group It
Marketing teams can streamline collaboration by creating a Yammer Group, which
designates a workspace for a campaign, a project, or an area of marketing operations.
Yammer Groups enable open conversation and collaboration around anything—from
an advertising campaign to a specific function like demand generation, creative
services, or public relations.
Find What You Need
Increase marketing productivity by finding the information you need, as soon as you
need it. Information can come to you with Delve, which helps employees discover
what others are working on and easily find relevant information and documents
based on user activity.
Edit Together
Employees in different locations can use Office Online to collaborate on documents—
from budget proposals to marketing plans—and to deliver better work through
continuous review and discussion. They can also discuss real-time changes and
updates in side-by-side Yammer Document Conversations.
Stay in the Loop
Help employees to stay in the know and be productive—even when they’re on
the go. With the Yammer mobile app, remote employees can engage in important
conversations and access documents on a device running Windows, iOS, or Android.
Break Down Walls
Remove barriers to external collaboration with advertising and creative agencies,
vendors, and partners. Create a Yammer External Network for communicating with
external collaborators and use OneDrive for Business to store and share project files,
budget proposals, and more.
Ways to Boost Marketing
Collaboration with Enterprise Social
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15. ENTERPRISE SOCIAL FOR MARKETING
Fast-food chain Red Robin Gourmet Burgers was able to collaborate, adapt, and improve business practices in an
innovative way with Yammer. With 450 locations, the company wanted to improve communication among employees,
inspire stronger engagement, and promote ideation to drive business transformation. Red Robin asked its employees
for cost-saving solution ideas, and Yammer provided a way for employees on every level to come together to solve the
problem—which they did, in record time.
But how can your team coordinate optimally if you can’t find all the information you need quickly? Let the information
you need find you with the Office Delve app in Office 365. Through Office Graph, Delve is automatically populated with
conversations and files based on the activities you already do every day, such as the documents you share, the people
you meet with, and the documents you read. You get speed and collaboration, in one easy interface.
And what about the people you work with who aren’t part of your team? You can easily collaborate with creative
agencies, vendors, and partners through a Yammer External Network. Conversations and design versions can be housed
in one easy-to-use and easy-to-manage thread, and confirmation of message or document receipt is communicated with
a simple thumbs-up icon.
“If you engage staff in a way that shows their opinion is
important, it’s extraordinary what you learn—and the
excitement you generate. That’s what working social does
for an organization.”
—Steve Carley, CEO, Red Robin Gourmet Burgers
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16. ENTERPRISE SOCIAL FOR MARKETING
Grow Brand Awareness
Part of curating a positive and distinct perception of your brand is delivering
high-impact experiences. With customers’ opinions largely influenced by your
company’s online presence long before they reach out for personal attention,
it’s more important than ever to make sure your brand is strong so you stand
out from competitors. This is where your inner marketing artist gets to shine.
Painter Vincent Van Gogh said, “Great things are done by a series of small
things brought together.” For your brand to be great, you must ensure
consistency across touch points. Make sure all employees are on the same
page, as these brand ambassadors will soon turn their messaging outward.
Brown says, “We use Yammer and Lync internally to give other team members
a heads-up on the latest and greatest of our campaigns. Then if they want to
help us promote externally, they already know what they should be saying.”
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“Leveraging an Enterprise
Social network helps us
grow our business by
enabling our staff—who
are innately good—to
perform even better.”
—Shekhar Ramamurthy, Joint
President, United Breweries

17. ENTERPRISE SOCIAL FOR MARKETING
For your brand to be memorable, tap in
to your company’s creativity by engaging
employees in your marketing efforts.
Give your colleagues a chance to be
imaginative and prolific with casual,
“anything goes” requests on Yammer. You
can also initiate brand documents and
mood boards that others can contribute
to. In other words—crowdsource!
Jess Brown describes an internal campaign
where company-wide responses were
solicited. They received a mountain of
creative and invaluable replies within
hours. “With this particular campaign,
using Yammer really helped us share ideas
and think out loud. That’s a really great
way to brainstorm ideas and figure things
out in the initial phases of the project,”
said Brown.
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Crowdsource
Think outside the box. Marketing teams can use Yammer to crowdsource ideas for
marketing campaigns and creative concepts. Gather ideas from across your whole
organization by posting a question in All Company to brainstorm and discuss
ideas together.
Create Visual Brainstorms
Quickly save screen captures to OneNote to create a visual notebook of ideas;
store notes and sync them to OneDrive for Business for easy sharing with team
members; create mood boards for creative inspiration; and collect market research on
competitors for reference in a single, shareable location.
Generate Buzz
Get employees excited about marketing campaigns, recruit brand ambassadors with
an internal launch event, and encourage them to share tips and guidelines via Office
Online documents. Use Lync online meetings to announce campaign launches to
employees—no matter where they are located.
Share Resources
Create a folder in OneDrive for storing and sharing your latest brand resources
such as brand books, style guidelines, messaging frameworks, and design assets.
Share those resources to drive brand consistency across all of your customer touch
points—advertising, digital, social, PR, events. Yammer Document Conversations let
employees comment on a file as they’re viewing it so brand managers can address
questions as soon as they come up.
Keys to Growing Brand Awareness
with Enterprise Social
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18. Get Equipped with the Best Tools
Part Three:

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Customers have new tools at
their fingertips that they’ve
never had before. Luckily,
marketers do too.
With Enterprise Social, you now have the
means to dig in to data while harnessing
the creativity of your network to craft the
meaningful customer experiences that
grow your business. Work like a network
to listen and gain insights from customers,
speed up and improve collaboration, and
creatively strengthen brand awareness.
Microsoft has adapted to the changing
marketing landscape by weaving
Enterprise Social into the following
core applications: Office 365 (including
SharePoint Online); Microsoft Dynamics
CRM, integrated with Yammer Enterprise;
SharePoint 2013 Service Pack 1; OneDrive
for Business, and Lync (also available with
Office 365 as Lync Online).
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20. ENTERPRISE SOCIAL FOR MARKETING
Microsoft Enterprise Social technologies enable companies to engage, inform, and connect their employees, partners,
and suppliers in new ways. A longtime and trusted partner for both business and IT leaders, Microsoft was positioned as
a Leader in Gartner’s 2014 Magic Quadrant for Social Software in the Workplace. There are three primary reasons that
more than 400,000 organizations have chosen Microsoft Enterprise Social technologies to improve their business:
• Enterprise-grade technology built for business – Microsoft offers companies the experience, global
footprint, security, and reliability they expect from enterprise cloud solutions.
• A comprehensive and connected platform – Microsoft offers a comprehensive and deeply connected
platform for delivering seamless social experiences across many familiar applications as well as customers’
data centers, service providers, and the Microsoft public cloud.
• Familiar and intuitive user experience and applications – Microsoft provides consistent, familiar, and
intuitive applications across its cloud solutions to drive faster, lower-cost implementation and high user
adoption, which lead to improved productivity and better business results.
To work like a network and learn about tools that help you gain customer insights,
collaborate, and drive brand awareness, visit www.enterprisesocial.com.
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www.enterprisesocial.com