1. | Social Intelligence Guide for Marketing
4best practices
for tracking
product
feedback on
social

2. 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
GM
Microsoft Dynamics CRM
https://twitter.com/fredstuder
DOWNLOAD THE EBOOK
http://bit.ly/URBrandSux

3. Customers are talking about your products and
services on social networks, blogging sites
and, of course, product review listings all over
the web. Social gives you immediate feedback that helps you stay agile. The challenge is
tracking it: You are dealing with unfiltered data and the volume of data is rapidly growing. With 55
million Facebook status updates a day1 and 400 million tweets a day (and Facebook and Twitter are
just a couple of networks) it’s easy for valuable feedback to get lost in the social noise. Here are 4 best
practices for using social listening to track product feedback:
4 best practices for tracking product feedback on social

4. Filter out the noise
With millions of conversations about brands—and brand categories—
online, you need to filter out the noise before you can tap into relevant
customer feedback. 40% of accounts and 8% of messages on social are spam. Social listening
software can cut out a lot of manual work.*
1
http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/

5. Monitor strategic keywords
Once you’ve filtered out the noise, you can drill down into product
feedback by monitoring keywords and phrases. Examples include: ―decided not to
buy [your product name];‖ ―[your product name] needs more;‖ or ―don’t buy [your product name].‖ Do the
same around your competitor’s brands and products and gain competitive intel.
2

6. Turn insight into action
Most customers are posting on social about the products they use, yet
56% of customer tweets to companies are ignored.* That’s a lost opportunity,
since 85% of consumers favored using online information to help a dissatisfied customer.** Many of
today’s product leaders have recognized the power of listening to customers on social channels in real
time, and have created processes to quickly make improvements or additions. As you listen to what your
customers like and don’t like, consider the criticisms. That’s where you’ll find product innovation ideas that
could grow your business.
3
* http://www.mediabistro.com/alltwitter/customer-service-twitter-top-retailers_b23362
** http://www.businesswire.com/news/home/20120607005837/en/Maritz-Research-Poll-Finds-Online- Consumers-Companies

7. Monitor your suppliers
Of course, you don’t want to go crazy with these, but the impact they
have should not be ignored. For some companies that rely on global suppliers to help create
their products, it’s important to actively monitor public sentiment for them as well. For example, if one of
your suppliers is criticized for human rights violations, you’ll want to be the first to know.
4

8. Read our entire series on social listening
DOWNLOAD THE EBOOK
http://bit.ly/Social4Closers
DOWNLOAD THE EBOOK
http://bit.ly/WowService
DOWNLOAD THE EBOOK
http://bit.ly/URBrandSux

9. www.microsoft.com/dynamics
Talk to a Microsoft representative (United States and Canada).
Availability and hours of operation: Monday–Friday, 8:00 A.M.–
5:30 P.M. Central Time (UTC-6) in the United States and Canada.
1-888-477-7989
REACH OUT TO LEARN MORE 