1Your Brand Sux: Turning Social Sentiment Into Opportunity

| Social Intelligence Guide for Marketing

4tips for tracking brand sentiment

2Your Brand Sux: Turning Social Sentiment Into Opportunity

Hi there,

Super excited that you found us here on SlideShare!

This short chapter taken from our new 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 insights is set to change the game for our customers, and we’ve only just begun.

We hope you find these tips valuable to your organization, and be sure to check out all three of our eBooks at the end of this presentation.

All my best,

Fred Studer GMMicrosoft Dynamics CRM https://twitter.com/fredstuder

DOWNLOAD THE EBOOKhttp://bit.ly/URBrandSux

*Social Insights, powered by InsideView, is currently only available in the U.S.

3Your Brand Sux: Turning Social Sentiment Into Opportunity

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. With that, here are four tips for tracking brand sentiment on social:

4 tips for tracking brand sentiment

4Your Brand Sux: Turning Social Sentiment Into Opportunity

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.

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5Your Brand Sux: Turning Social Sentiment Into Opportunity

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.

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6Your Brand Sux: Turning Social Sentiment Into Opportunity

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 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.

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7Your Brand Sux: Turning Social Sentiment Into Opportunity

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.

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8Your Brand Sux: Turning Social Sentiment Into Opportunity

Read our entire series on social listening

DOWNLOAD THE EBOOKhttp://bit.ly/Social4Closers

DOWNLOAD THE EBOOKhttp://bit.ly/WowService

DOWNLOAD THE EBOOKhttp://bit.ly/URBrandSux

9Your Brand Sux: Turning Social Sentiment Into Opportunity

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