Engaging customers, providing customized experiences and developing brand advocates are all important in the marketing world. For sales, the primary goals are converting qualified leads, forging strong relationships and retaining hard-won accounts. Customer service wants to anticipate what customers will need or want, be proactive rather than reactive and avoid customer experience failures. Although it might seem that marketing, sales and customer service need a variety of tools to accomplish their goals, each department can benefit from using social media to connect with customers. This task can be made easier by using the social insights module available in Dynamics 365.
In recent years, Microsoft has spent a great deal of time and money to apply machine learning and artificial intelligence to the Dynamics 365 modules. "Insights" could well be the next catchword that Microsoft uses to market Dynamics. There are customer insights, relationship insights and organization insights, but the merging of Dynamics 365 with Microsoft Social Engagement to offer social insights may be one of the most important tools available for marketing, sales and customer service. Your customers are discussing you on Twitter, online forums, blogs and Facebook. Your prospects are discussing their needs and goals on their blogs, LinkedIn, Facebook, Twitter and other platforms. Knowing what is being said and by whom can help your company in many ways, and social insights can help you obtain that information. Here are nine things you need to know about social insights.
- Social engagement is enabled by default, so unless you have disabled it, you can receive social data.
- You select the topics for which you want to collect information. In addition to creating custom topics, you can choose from several predefined topics included in the module.
- You can select from a variety of visual representations to view your results. For example, if you choose the analytics summary, you can quickly see the social platforms associated with the discussions, the languages being used, how the topic is trending and the sentiment associated with the topic.
- If sentiment changes, you can correlate the change with an event or a date to help you determine the underlying cause.
- You can review an excerpt of recent public posts, allowing you to make a quick online response or take the appropriate action.
- Mining the data can tell you the people who are discussing the topic the most. You can find information such as the number of posts and the percentage of all posts associated with the leading authors.
- Sales can mine the data to qualify prospects, use job titles to identify decision makers or locate companies similar to current customers. Discussions involving potential customers can reveal companies that are in need of your product or service, allowing sales to contact them earlier in the purchasing process and tailor the pitch to the customer's immediate need.
- Finding links with target buyers, including shared past employers, mutual acquaintances or school ties can smooth the way for an introduction or conversation. Microsoft's acquisition of LinkedIn makes it even easier to find connections between potential buyers and current employees.
- You can even use social insights to gain intelligence about your competitors. You can learn what their customers are saying about them, gather news about issues that might negatively affect a competitor's ability to service their customers or discover what a competitor's greatest strengths or vulnerabilities might be.
Whether you want to monitor the effectiveness of social marketing campaigns, identify potential customers or learn how the public perceives your company, social insights can help.