Are You Listening to What Your Customers are Saying Online?

Posted by Jen Bieker on April 17, 2014

In today’s market, people are sharing more than ever online.  Social media has changed the way people connect, discover, and share information.  It provides great marketing opportunities -   reach broader audiences, target specific demographics, it’s fast and easy, and doesn’t usually cost a lot. 

You Don’t Need or Use Social Media?
The reality is however, whether or not you are participating in social media, you are playing.  Your brand in some way or another is being represented – by customers, employees, and competitors.  You can’t turn a blind eye to social media or it ultimately can be a detriment to your business.  You need to know what’s being said and able to help control the messages out there.

Look at these statistics:

• Over 500 Million photos are uploaded and shared each day on Facebook
• 100 hours of video is uploaded to YouTube every minute
• There are approximately 5,000 tweets per second
• 75% of customers are likely to use social media to influence their purchase decisions
• Customers are generally 60% of the way through their decision before they contact you
• 44% of customers complain about something online
• 1 online complaint can negatively impact ~30 customers

Social Listening in Dynamics CRM 2013
Microsoft understands the importance of social media and the impact it makes on businesses. That’s why one of the powerful new features in Dynamics CRM 2013 is Social Listening.  Let’s get a basic understanding of this new tool and why Microsoft has spent resources on developing this for Dynamics CRM 2013.

First, some keywords:

Social listening means identifying engagement opportunities and monitoring perceptions - what’s being said about a company, individual, product or brand online.

Engagement is the way you interact with and respond to your audience.

Sentiment analysis (opinion mining) aims to determine the attitude of a writer with respect to a topic, filtering out noise.  Recently, social media has fueled this area. 

Analytics & reporting is how you bring the data together from your engagement and listening activities to report on outcomes and tell a story.

Where Do I Start?
Social media can be crowded and complicated to navigate.  You can spend your days trying to put all the pieces together – Facebook Insights, YouTube statistics, Twitter feeds, LinkedIn, Google Plus, Instagram, Pinterest, Flickr, Tumblr and the list goes on.  We hear from customers all the time about the different roles that social listening and analytics play. 

So Microsoft has pulled all these social elements into one single tool in CRM 2013, called Dynamics Social Listening.  In essence, it’s a professional listening tool.  It will make your social engagements more efficient and effective because it ties the numerous social elements together – putting the pieces together to get a complete social media picture, rather than one channel at a time.

Using Microsoft Social Listening to track products, brands, competitors, and campaigns in real time will give you a true understanding of your customers and your business across the social web.

First Glance at Microsoft Social Listening – Using Social Listening for Marketing
The first screen shot is an overview or your campaign monitoring.  This gives you an understanding of what people think of your marketing messages on social media in real time.  If one of your campaigns is doing particularly well, you’ll know right away with social listening, and can start to craft additional campaigns using what you’ve learned. 

For example, we see here that a large share of the social media is being done in Twitter; therefore, we might want to focus a campaign around Twitter.  By the same token, if something is falling flat, you can scrap it quick and start over.

Next we can view sentiment which shows us what people really feel about your business.  In this example we have very postitive ratings on Facebook, Twitter and Videos but could do better in the Blogs area.  We might craft a campaign to focus on raising sentiment in this area.

Additionally, we can track our top influencers, or in other words, who is most actively talking about our brand, products and services and how influential they are.  Many campaigns can target these key people and their groups.  Notice in the picture below the colors – green is what the social listening tool has interpreted as good,  yellow are keywords you track and red is not so positive.  It would be something to respond to and be proactive with.

Not Just for Marketing…
You can use Microsoft Social Listening for sales and service too.  Wouldn’t it be cool to be able to see relevant information about your customers too?  Imagine being able to know what they are chatting about – it would give you a much clearer and more intimate picture of who your customers really are and what they are interested in.  Think about how much closer of a relationship you could build if the next time you talked with someone, you could easily start up a conversation about their key interests and hot topics.

The best part, you don’t have to waste valuable time going out and doing the research online, it all comes to you in CRM - right at your fingertips, effortlessly.

For sales you can:

• Target account tracking: Monitor key developments at your top accounts.
• Competitive intelligence: Gain important insights about your competitors.
• Social buying signals: Spot purchasing signals and generate leads from the social web.

Customer service:

• Real time alerts: quickly identify customer issues and trends. 
• Social customer service: engage with customers and resolve issues across the social web. 
• Integration with CRM: track social posts from within Dynamics CRM (Spring 2014).

What’s Next?
Crestwood is excited to bring you the latest and greatest on Dynamics CRM 2013 and explore all these new features.  Register today for the June 3rd CRM 2013 Demo with Microsoft

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