With integrated social marketing predicted to be one of the main trends for 2016 Microsoft has recently extended the capabilities of its Social Engagement platform.
Microsoft Social Engagement puts powerful social tools in the hands of sales, marketing and service teams - helping them to gain insight into how people feel about your business and to proactively connect on social media with customers, fans and critics.
Use Social Engagement to assess the buzz around products and markets, or measure the social impact of an event to learn more about an audience.
Here are a series of examples to demonstrate the insight you can gain and how this will drive customer engagements.
See Which Words Are Trending
Microsoft Social Engagement dashboards report the phrases that most frequently appeared in social posts and blogs which reference your tracked social accounts and keywords.
Trending phrases can be split to report those which contributed positive sentiment and highlight those which resulted in negative sentiments.
Assess Audience Sentiment
Using machine learning Microsoft Social Engagement measures the sentiment of tracked posts.
This is reported as a sentiment index value based on the positive, negative or neutral entries reported which highlights the movement in this score.
Who Are Your Top Advocates
By automatically assessing the audience sentiment on any social account, keyword or phrase Microsoft Social Engagement identifies which social accounts are fans, and who are detractors.
How Are People Interacting With Us
Measure the growth in a social footprint on the basis of how many authors are interacting with a tracked account or phrase. To further assess Twitter activity Microsoft Social Engagement provides a breakdown of activity detailing posts, replies and shares.
Manage Multiple Social Channels
Segment your tracked social traffic between your own brand, top competitors, key accounts, industry sources and other streams using the Microsoft Social Engagement Social Center.
Within these customisable views Social Engagement users can easily reply to posts, retweet, mark posts as favourites, link posts to CRM, assign items to users and label posts.
Each channel can be filtered using multiple criteria including keywords, sentiment score, reach value, location and source to precisely show the view you that you want to work with.
Check Author Detail
Gain more insight about the people who are posting by clicking tracked Twitter posts to view author information.
This includes a calculation of their reach which represents a 1-5 scale calculated by Microsoft to weigh the impact of an author’s tweets with 1 being the lowest and 5 the highest reach.
Further detail from an account's Twitter profile is shown including their description, location, number of followers, examples of recent hashtags they have used as well as their recent post timeline.
Convert Social Posts into CRM Actions
Imagine that Microsoft Social Engagement has highlighted a post because an individual has raised a service issue.
Thanks to recent Social Engagement improvements this item can be converted into a CRM case and resolved in Microsoft Dynamics using its service management tools.
From a track social post click the link to CRM button to create a new case or lead record.
The new CRM record will then be opened and the original social post will automatically be attached to the activity history. These interactions can now be quickly progressed by sales and service teams using the defined guided process flows in Microsoft Dynamics CRM.
Automated Social Engagement Alerts
Another way in which MSE helps organisations be responsive and cut through social noise to find posts that require urgent attention is to apply service alerts that notify individuals and teams.
Define rules which can include criteria for sentiment ratings, keywords, source and post type that will highlight critical posts.
Microsoft Social Engagement will then continually scan all tracked posts in the background and email you when items are found which match this criteria.
CRM Automation Rules
Further automation is available by setting rules that will also link matching post to CRM and create new lead or case records.
In a similar way to how filters are used to personalise social streams as shown above, keywords and other criteria can be applied to automatically route matching posts to CRM for immediate attention.
From broad information including sentiment to detailed analysis of buzz and individual posts, it’s easy to understand how useful Microsoft Social Engagement can be when it comes to learning more about an audience and improving these interactions.
So what are your customers saying about you?
Discover the power of sentiment analysis for your business with Microsoft Social Engagement. Click here to take a guided tour
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The post Microsoft Social Engagement – How to Gain Insight & Engage Customers appeared first on CRM Software Blog.