Your Brand Sux – Turning Sentiment Into Opportunity – A Social Intelligence Guide for Marketing_Microsoft_Dynamics_CRM.pdf

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Your brand
Turning social sentiment
into opportunity
| Social Intelligence Guide for Marketing
Deliver amazing customer experiences.
Let me just say, we don’t think your brand ‘sux’, but in today’s social and mobile
world you may encounter this type of sentiment at some point during the life of your
business. Coming from a global company that just underwent one of the biggest
branding overhauls of the century, we know how hard it is to build a brand—and
to face the critics of your most heartfelt work. One thing we’ve learned, however, is
that even negative sentiment can be turned into an opportunity to improve your
marketing, sales, and service teams. Ultimately, social offers an unprecedented ability
to drive more personalized, authentic customer experiences.
In the following pages, we focus on how to reap the rewards of customer feedback
on social, even if it isn’t always positive (and trust us, it won’t be ;) ). Nobody is
perfect—and the best of us are always on the lookout to improve.
This first 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 insight is set to
change the game for our customers, and we’ve only just begun.
We hope you find this series valuable to your business, and we look forward to
hearing about how you deliver amazing customer experiences on social (the good
and the bad!).
All my best,
Fred Studer
GM, Microsoft Dynamics CRM
https://twitter.com/fredstuder
*Social Insights, powered by InsideView is currently only available in the US.
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TABLE OF CONTENTS
In case of
Emergency,
skip to the end!
page 4
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Your Brand: It’s What They Say It Is
Tracking Brand Sentiment
Tracking Product Feedback
Measuring Social ROI
Social Listening Metrics 101
Best Listening Practices for Global Brands
In Case of Emergency:
Mitigating Social Metldowns
Avoiding Emergency!
Managing Social Risk
Turn Sentiment Into Opportunity
Insights from the Experts
YOUR BRAND:
it’s what they say it is
?!
While traditional marketing is still important to communicating
your brand, engaging with the voice of the customer is
becoming more important than ever. When a customer
searches for your brand, they won’t be searching for what you
say about your brand—they’ll be searching for what other
customers like them think about your brand. When someone
shares something on social, it’s there for the whole world to
see—and customers today increasingly focus on peer reviews
over marketing material.
Customers today increasingly focus on peer reviews over marketing material.
For savvy brands that want to reach customers at the point of
influence, social marketing is the new mandate. Furthermore,
social listening plays a critical role in bridging the gap between
your digital campaigns and the conversations they spark.
Think about it for a minute. If you aren’t listening to social
chatter, you can’t hear negative comments about your brand—
or put the fire out before the complaints go viral. You also
can’t see the full effect of your marketing messages or ads
when people respond.
Social listening is vital to understanding how your messaging,
products, and brand are resonating with customers so you can
adjust them before you’ve spent your entire marketing budget
on a campaign customers don’t care about.
Are you ready to hear what consumers are saying about
your products and services? Read on for tips, tricks and best
practices for tracking brand sentiment, product feedback, and
ROI on social—as well as managing the risk of brand damage
on social.
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Tracking
BRAND SENTIMENT
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
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.
4. 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.
1. 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.
2. 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.
TIPS FOR GLOBAL BRANDS:
Social listening on a global scale brings
challenges from responding across time
zones, speaking multiple languages, and
prioritizing your monitoring.
•
Make sure your social listening software can analyze posts
in the native language. Translation software doesn’t always
capture local sentiment.
• Include global social media sites: find the most popular
social media sites in the countries your customers are in
and include them in your social listening efforts. RenRen
is popular in China, for example, and Orkut is especially
popular in Brazil.
3. 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
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