Social Is For Closers - A Social Intelligence Guide For Sales - Microsoft - Dynamics - CRM PDF

| Social Intelligence Guide for Sales
Deliver amazing customer experiences.

Glengarry Glen Ross is an amazing film, and I had a lot of fun with one of my favorite
teams riffing on the famous Alec Baldwin scene as inspiration for naming this ebook.
That being said, a lot has changed in sales since the fictitious burglary of the leads in
that Chicago real estate office.
In my career at Disney, Oracle and now Microsoft, Ive seen the amazing impact
technology has on real business. In the dot-com boom, we focused on using
technology to drive down costs, extend reach, and grow businesses. We were very
successful, but ended up with businesses that were transactional. Today, social is a
new part of our lives, something that puts a human element back into business in a
way that scales beyond face-to-face interactions. Sales teams have an unprecedented
opportunity to reach more would-be customers than ever, and the way we sell will
never be the same.
This first ebook on social listening for sales 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 weve only just begun.
We hope you find this series valuable to your organization, and we look forward to
hearing about how you deliver amazing customer experiences.
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.
TABLE OF CONTENTS
page 4
Social Selling Using Online Networks to Build Relationships

and Boost Sales
Social Sales Quickstart
Using Social Listening to Drive Sales Leads
Nurturing Leads with Social Insights
Building Lasting Social Media Relationships
Insights from the Experts
Social Selling
USING ONLINE NETWORKS

TO BUILD RELATIONSHIPS
AND BOOST SALES
Customers want to be treated like individuals, not

psychographic profiles. The more connected you are to
todays social and mobile customer, the better chance you
have of establishing trust and having an honest dialogue.
Social doesnt replace email. Cold calls arent dead. These
tactics all have their time and place, but social represents the
most exciting channel that sales has had in a long time to stay
connected and informed.
Successful social selling hinges on authentically connecting
with customers on social networks, building trusted
relationships with them, and ultimately helping them solve
problems that lead to lasting business relationships.
If you arent tapping into social

selling, youre missing out. In 2012, sales
people using social media to sell outperformed those who
werent using social media 78.6% of the time.1 Whats more,
social sales people were 23% more successful at exceeding
their quotas than their non-social sales peers. Social sales
people are doing all this by spending just 10% of their time
on social channels. Surprisingly, however, more than half of
the sales organizations surveyed by the Sales Management
Association believe their current social efforts are not sufficient:
55% say they would be more productive if they had a larger
social presence.
Imagine the possibilities of throwing a formal social strategy
into the sales mix. Social helps you find prospects as they are
actively searching for products or looking for solutions your
company can offer. Social enables you to extend what makes
great sales peopleconnecting with customers, listening, and
building relationships. It doesnt replace anything, but rather
scales your ability to connect authentically with your prospects.
Use the invaluable context and second-degree connections to
reach prospects at their point of need and through a trusted,
mutual connection.
The most effective sales teams make it easy for their executives
and account managers to make sense of social data. In the
following pages, youll discover how to use social to drive sales
leads, move those leads through the sales funnel, and build
lasting social relationships.
A Sales Guy Consulting: http://info.asalesguyconsulting.com/Portals/166003/docs/

social_media_sales_quota.pdf
Social Sales
QUICKSTART
Todays customers make purchases the way they choose,

researching online before walking into a store or talking to a
sales representative. CEB analysts found that customers are
57% through the typical decision-making process before they
ever engage with a sales rep 1. SiriusDecisions also reports that
customers are 70% through the buying process in a complex
sales situation 2.
That means if your sales team is not online, your prospects will
not be able to find you during these critical research stages.
Creating complete social profiles with education and work
experience is just the first step to meeting your customers the
way they prefer. The best social salespeople build out their
online presence by connecting to their customers (who can
provide references), listening to influencers in their industry,
and sharing updates that showcase their expertise in their field.
1: http://www.executiveboard.com/exbd/sales-service/challenger/new-decision-timeline/index.page
2: http://www.brainshark.com/siriusdecisions/Marketing_Organization_2017
Using Social Listening
TO DRIVE SALES LEADS
Salespeople know that their book of business is built on

personalized interactions. Social offers the ability to scale these
interactions, leading to greater productivity, and ultimately,
sales. This ability comes with expectations; customers are
now accustomed to reps that follow their activityand only
reach out when the time is right and with the right message.
Successful social salespeople dont broadcast generic
marketing messages or post overt product pitches. In fact,
both those ingredients are part of a recipe for irrelevance that
can annoy would-be customers and shrink followings.
2. Monitor your competition: Listening
In todays over-subscribed, under-resourced world, its not

possible to be high-touch with everyone all the time, so
the smart salesperson has learned to be low-touch until the
opportunity arises to be high touch. Social listening can help
you identify true leads and allow you to offer your solution in
a conversational context. With that in mind, here are 3 ways to
use social listening to identify sales leads:
3. Get personal: OK, not too personal. Simply
1. Empower your sales team with

social insights: Today, some of the more advanced
sales teams have set up social listening software to monitor
keywords that suggest customers are actively searching for a
product recommendation. They adapt their typical discovery
questions to key phrases people may be searching for in their
industry, and then route these leads to the right salesperson.
Another best practice is to provide social insights at the lead,
contact, and account level within your CRM system. Microsoft
Dynamics, for example, provides all sales professionals with
access to social insights on leads, contacts, and accounts at no
additional cost and can be used by anyone with a professional
license*.
*Social Insights, powered by InsideView is currently only available in the US.
to what customers are saying about your brand can open

the door to offering relevant solutions, but 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 competitors
product? Can your product pick up the slack? Monitoring the
competition can help you deposition them and drive more
leads for your team.
pitching your products into the social media realm is like

speaking to an empty room. On social, people expect to
receive personalized messages. Have your sales team engage
in conversations with prospects on social networks. When
they post about those new watch styles on Facebook, have
information on industry trends ready for your team to
respond with to subtly throw your brand into the mix. With a
coordinated effort from your sales team, you can start to work
towards answering every post by your top target accounts.
Nurturing Leads
WITH SOCIAL INSIGHTS
Do your homework.
Mastering the use of LinkedIn, Twitter, and Facebook as
research tools allows reps to speak credibly to a prospects
job, industry, family, and interestsgiving reps invaluable
context for conversation before they ever pick up the phone
or compose an email. One of the easiest ways to reduce the
social noise is to integrate real-time social data into your
CRM. When you can associate social data to a specific account
or lead record, you enable your sales team to have more
productive conversations.
Doing your homework also means staying on the lookout for
potential referrals or introductions, something social networks
help to streamline.
Showcase your expertise to stay

top-of-mind.
The best salespeople understand that regularly sharing

valuable tools and insights about their products, industry
updates, and personal updates can help them stay top-ofmind with their customers, as well as build rapport and convey
positive character.
Salespeople who are just starting out on social can lean on
their marketing department for high-quality content to post,
while salespeople who are more savvy on social can add
marketings content to their existing social posts.
The biggest risk of social selling is not doing anything. Dont
be afraid to engage. Now that youre following leads and
collecting social intel in your CRM records, spend a few
minutes each day to read the content a someone has posted
and pass it on if you learned something valuable.
More importantly, you need to have incredible content that

actually teaches someone something new or helps them do
their jobs better. Partnering with marketing to provide this type
of content can boost your sales teams relevancy and position
your salespeople as thought leaders.
Buyers today are not satisfied with a one-dimensional sales
pitch. They are looking for trusted experts who can enable
them to make a purchase decision with multifaceted research
and resources. If your sellers are not building relationships to
position themselves as advisors, your competition could swoop
in and earn new customers by filling this gap.
Building Lasting
SOCIAL MEDIA RELATIONSHIPS
Todays social networks are built on authentic, personal

relationships between people, so it makes sense that overt
pitches or ads dont do well with customers on social. The best
social sales reps keep that in mind and show their human side
on social. This enables them to build trust and rapport with
their customers, so that when a risky business decision arises,
they will want to do business with them.
The best sales leaders are plugged into the social activity
of their top accounts. By following your contacts on social
channels, youll be able to develop a rapport, as well as
respond to any issues or challenges they encounter.
Every good relationship starts with conversationand its
not just about you talking up a social media storm. The best
relationships involve listening and responding. And like any
relationship, you get out what you put into it.
1. Connect with your customers

and prospects on the appropriate
channel: Although Facebook and Twitter are the
most popular social networks, LinkedIn is the best option
for business-to-business sales. Also, dont neglect blogs and
forums as well. Many sales operations leaders now leverage
social listening technology to discover the primary digital
communities of their target audience and lead a focused effort
to establish a helpful, consultative presence in those areas.
2. Partner with customer service:

Sometimes, a salesperson will find a dissatisfied customer with
a problem that is too complex to address on his or her own.
No one expects sales to become service professionals, but
working with your service team to create open channels of
communication can help get that customer the answers and
help they need in record time. You should also actively publish
examples of the amazing customer experiences your service
team creates.
3. Mix it up: Scatter your posts over different times of

the day. Youll reach more of your audience by spreading your
content across different time zones. When should you post?
Theres plenty of research out there and some of it is conflicting.
The best answer is to do your own tests. Discover when you
get the best traction. You may find some clues from your
e-mail marketing campaigns. Some companies no longer send
emails early in the morning on a weekday because everyones
inbox is flooded. Find what works for your followersand
keep iterating.
TIP: Following your leads on LinkedIn

and Twitter can open the door to new
opportunities. Simply posting Happy
Birthday, or congratulating someone
on a new position can go a long way to
building and maintaining relationships.
Insights
FROM THE EXPERTS
We published these responses from some of the
worlds most influential social thought leaders, raw and
unfiltered. While the views expressed here may not
necessarily reflect the views of Microsoft or endorse
Microsofts products, we are all about diversity of
opinion and open dialogue. We believe this is the best
way we can support our customers.
As we continue to build on this series to discover how
companies are creating amazing customer experiences
on social, wed love to hear from you.
Who should we reach out to?
How should we look at this differently?
Let us know at @MSFTDynamics.
Regards,
The Microsoft Dynamics CRM Team
Insights
FROM THE EXPERTS
CLARA SHIH
CEO & Founder Hearsay Social, board member of Starbucks, author of The Facebook Era
@clarashih
What are three key elements of an

effective social strategy?
What are your top 3 tips on how to

get up to speed on social?
Focus on customer rather than on functional silos

Clear business goals and metrics
Executive sponsorship
How has engaging your customers

on social benefited your company
or your clients?
1) Use social like a consumer first to learn the etiquette, lingo,

and customer perspective, and only then start using it for
business.
2) See how the best companies do it and adapt the best ideas
for your business (e.g, Starbucks, AXA, Lululemon).
3) Start small and keep iterating. Social media is a long-term
commitment, not a one-off campaign. Dont be afraid of
failure or not getting it exactly right the first time around.
Product ideas and feedback

Word of mouth
Close connection with the customer voice and stories which
are incredibly compelling to all of our employees
How important is social listening to

your marketing team or marketing
teams in general?
What are some tips on dealing with

negative sentiment on social?
Extremely important to listen first before responding or taking

other action.
Be honest and responsive. Diffuse and move the conversation

offline if possible. View it as an opportunity to get even better.
Who are the top 5 people you

follow on social?
Aaron Levie: @levie

Jeff Weiner: @jeffweiner
Bill Murray: @billmurray (parody account)
Linda Descano: http://www.linkedin.com/
influencer/204274949
Mohamed El-Erian: http://www.linkedin.com/today/
influencer?authorId=34334392
How important is social listening

to your sales team or sales teams in
general?
Extremely important. Sales is the next frontier of social business. At Hearsay Social, we started our entire company on this
premise and have seen record growth year after year since we
founded the company in early 2010.

to your customer service team or
teams in general?
Very important. Depends on the industry you are in and
whether your customers want to be serviced through social
media channels.
10
Insights
FROM THE EXPERTS
BRIAN SOLIS
Principal Analyst at Altimeter Group and author of Whats the Future of Business (WTF)
@briansolis
What are three key elements of an effective social strategy?

In a recent Altimeter Group report published by Charlene Li
and me, we found that only 17% of companies identify their
social strategy as mature. Just 60% feel their social strategy is
connected to actual business goals.
After all of these years, the evolution of social media is not as
far along as many would like to believe.
1) In our research, we also learned that just over one-third
of businesses look at metrics beyond likes, followers,
and comments to measure the impact on the company
bottom line. This means that most businesses are looking
at tactical numbers and not the bigger picture. These
engagement metrics only represent activity and not
necessarily movement toward something more meaningful
or important.

An effective social strategy starts with defining what it is

your social strategy is designed to do. Believe it or not,
this is something that most businesses miss. Aligning social
media strategies with business goals from the onset helps
organizations begin a meaningful journey toward becoming
a social business.
What will you improve?

What is your mission?
How will you add value?
How would your customers confirm that your social
strategy is brilliant?
What would they say?
This is your North Star.
3) A true social strategy also looks beyond marketing.
Yet today, most social media strategies are run by the
marketing team, which creates a silo. While marketing
is important, an effective social strategy considers the
customer lifecycle. A mere 28% of businesses we studied
felt that they had a holistic approach to social media, where
lines of business and business functions operate in a unified
and complementary fashion.

Consider how marketing, service, HR, and lines of business

can work together to meet the needs and expectations of
prospects and customers. The only way to break down silos
is to work together.
2) Your social media strategy must set out to do something

meaningful. Unfortunately, organizations jump into social
without thinking of the greater benefits for the brand
and for customers and employees. Everything starts
with defining a vision and purpose for your social media
strategy. It must articulate what customer relationships and
experiences will look like.
11
Insights
FROM THE EXPERTS
MORGAN NORMAN
VP of Revenue Generation Zuora
@meetmorg


Enable your whole company, and send the right story to the
right people.
You have to listen to where your customers are and
understand your presence. You can use social listening as a
benchmark.
Many people have a fragmented social strategy, and the
social presence often doesnt match the brand presence. Its
important to match that voice.
Like all things you just have to do it. You have to get
dirty. If you are in sales you need to follow your industry,
competitors, brands. Identify your industry influencers.
Know who the top leaders in companies are. Follow them
on LinkedIn, Twitter, Facebook. Get connected to marketing.
Leverage the content that marketing provides to offer
consultative material that actually helps people do their jobs.

or your clients?
Social helps us reach people outside of our database, for
example, people that are experiencing a problem that we
havent thought about yet. Social has helped us become more
of an agile organization, and we can evolve our story and our
messaging quickly. Social also lets you build on PR. In the past
it would just die off, but social lets you keep a story alive over a
longer period. Social is also one of the greatest ways to launch
products. It allows people to offer a lot of promos, and you can
test various mechanisms and see how people respond in real
time.

The most important thing is to be responsive. You cant
ignore it. You have to first understand what youve done to
not meet someones needs, and you need to act fast.
The other thing is that people are not trained in customer
service. They dont know how to immediately give someone
the right answer. People are not only tweeting a company,
they are tweeting the CEO. You need to empower everyone
to respond. Social enterprise solutions, such as Yammer,
can really help with this. You should also build a follow-up
process to learn.

follow on social?
I spend my time following new brands. This helps me
understand their social approach. Im more curious about
brands then people. Hipmunk. Hubspot. Marketo. Mailchimp.
Im looking for techniques. You know, its one thing for people
to connect with people, but how to companies connect with
their customers in meaningful ways.
For marketers, you should really think about how you

empower your entire company to distribute your content.
Create an integrated, cross-department approach. This
ebook is about social listening and this is the first thing
you need to do. Understand what matters to your target
audience and create content around that, not what you
think they want, but what they are actually asking about.
Break out of Twitter and LinkedIn. Look at Slideshare, social
webinars. Dont be shy about reaching out to other people
to learn. Take twenty minutes with someone that you respect
and see what they are doing. You have to record social ROI.
Your landing pages need to tag leads accordingly, so you
can make data driven decisions about where to spend your
time. A lot of people miss the analytics of social, and this is a
mistake. You should be all over it.
Design matters in social. Dont be cheap. Designers are the
new engineers in Silicon Valley. Create digestible content.

your marketing team?
Extremely. This depends on your brand. Are you B2B? B2C? Of
course its very important, but its different for all companies.

your sales team?
Very important. While we are interested in social, our account
executives are busy. From a demand gen perspective, its
extremely important. From a sales perspective, its very
important when you have time.

your service team?
Its hard to rate it in this way. Of course its important. For
Zuora, our service comes through other channels. In the
perspective of empowering buyers is extremely important, but
its not the main way that people reach out to us.
12
Insights
FROM THE EXPERTS
MICHAEL BRITO
Group Director, Content & Engagement The W2O Group
@britopian


follow on social?
I would say that the three elements of a social strategy consist

of analytics, content and engagement. Analytics will give you
a 360-degree view of your customer and what they truly care
about. In addition, looking at historical content performance
is key to better understanding how and when they like to
consume content. These variables will help deliver a more
effective brand story (content) that will break through the
clutter and reach consumers with game-changing content.
The last is engagement. Whats the point of creating awesome
content if you arent going to prove that the brand is human
and engage in a conversation.

or your clients?
Engagement equals brand love. When brands prove that
they are human, solve customer problems and/or provide
helpful information, they naturally create brand advocates. An
advocate is someone who will promote or defend the brand
without being asked to do so. This is good for all brands.

The first tip is to ensure that the sentiment data is actually
accurate. Sentiment analysis still has a long way to go before
it can be substantiated as a good measurement framework.
That said, the second tip is to only engage in negative
conversations if you are actually planning on having a
resolution. If you arent prepared to manage negativity, then I
would say that social media may not be the right channel for
you to engage in quite yet.
Jeremiah Owyang: @jowyang

Jacob Morgan: @jacobm
Dave Berkowitz: @dberkowitz
Brian Solis: @briansolis
Jay Baer: @jaybaer

1) Just do it. Stop procrastinating. You will make mistakes
and learn from them.
2) Read a lot. There are several blog posts and resources
for you.
3) Participate: Use the tools personally so you can learn
how to apply them professionally.

teams in general?
Extremely. Just like any relationship, the majority of what you
should be doing is listening.

general?
Extremely. For the same reasons above.

teams in general?
Extremely.
13
Insights
FROM THE EXPERTS
JESSICA SMITH
Senior Marketing Director FlexJobs.com
@JessicaNow

Defining what success looks like and being able to clearly
articulate it to the organization.
Setting a baseline and then mapping metrics to that success
so the team can pivot and optimize appropriately.
Developing tactics to support and then testing, measuring,
and tweaking those tactics to reach established goals and
benchmarks.

or your clients?
A job search can be very personal for a lot of people so we
identify their pain points and address them through a robust
content strategy that aims to be helpful but still respects
that this is a personal experience for them. By measuring
engagement, we have also realized that jobseekers like
to hear first-hand experiences of other jobseekers so we
regularly featured job seeker success stories. These get a lot
of great responses across our social channels. The benefits of
having strong content and different voices represented is that
ourcontent is shared across various social channels. Unlike
other job boards, our paying customer is the jobseeker versus
the employers, so our conversations and content are based on
what they, the jobseekers, want and what they have expressed
that they need.

There are varying degrees of negative sentiment that
companies will deal with on social. For example, a customer
complaint that is easily and quickly resolved is a lot different
than a crisis situation where the impact to business is large and
hard to contain. Here are 5 things Irecommend when faced
with negative sentiment on social.
Even if you dont have an immediate answer or solution,
acknowledge the frustration/anger/disappointment
immediately so that the person (or people) know they have
been heard and that its being addressed. Do this publicly
on the social channel where the negative sentiment was
initiated.
Next step is to have them privately send you their preferred

method of direct contact information such as a phone
number or email so that you can take the conversation
offline. You will accomplish more one on one.
With that said, remember that anything you say through
private channels can easily be relayed via social. Be
especially careful with what you send via email as
screenshots can be taken and shared within minutes.
Make sure every communication you have demonstrates
your commitment to resolution.
If the person or people insist on continuing the conversation
via the social channel versus one-on-one, dont panic. Use
this as an opportunity to show the public how well your
organization handles their customer experience and how
responsive you are via social.
Sometimes you will run into people who do not want to
resolve the issue and really just want to drag your name
through the mud. This is unfortunate but not unusual. Take
the high road, offer reasonable solutions, and be clear and
concise in your communication. If you remain reasonable
and fair, you will find that you will come out more respected
by your existing fans and might pick up a few new ones
because of your professionalism.

follow on social?
John Andrews: www.linkedin.com/in/katadhin
David Meerman Scott: www.linkedin.com/in/
davidmeermanscott
Maggie McGary: www.linkedin.com/in/maggiemcgary
Amy Vernon: www.linkedin.com/in/amyvernon
Don Bartholomew: www.linkedin.com/in/donbartholomew

Dont overthink it. Just remember its two-way
communication, so dont use it like a bullhorn.
Think about your personal favorite brands, and see how they
are using social.
Be active on LinkedIn; there are lots of really good
influencers sharing their expertise.
14
Insights
FROM THE EXPERTS
RYAN HOLMES
CEO, HootSuite
@invoker

Planning and goal-setting. What goals are you trying
to achieve as an organization? Who are your customers,
and what is most important to them? What level of
social empowerment are you looking to achieveteam,
department, or organization-wide? Are you in a regulated
industry, such as healthcare or financial services, where there
are communication restrictions?
Consider how social media can help your company
achieve its most important objectives and then set some
goals. Next, identify the resources necessary to manage
your social media efforts, set guidelines for how employees
should engage in social media, and provide training to
encourage active participation that is aligned with company
goals.
Active listening and engagement. Start by monitoring
for mentionsthe good, the bad and the uglyof your
brand. Also listen for cues and trends in your industry and
on your competitors. Next, follow the conversations and
the people that are relevant to your business. Then begin
to engage in conversations with content that is interesting,
relevant or useful to your audience. Retweet posts you find
interesting and use hashtags to increase the discoverability
of your content.
Measure results. Provide visibility on how your social
programs are moving the needle. If you are just kick-starting
your social media strategy, start with tracking the Like, @
mention, Retweet or Follow activity. As your social strategy
becomes more advanced, build the capacity to measure
every social action, and link to key business goals, such as
brand sentiment, revenue and customer satisfaction. One
way to do this is to use a URL shortener (like ow.ly), to track
your click-throughs and leverage analytics to measure onsite conversions. You can even drill into location-specific data
to develop geographic insights on your social efforts.

or your clients?
Social media is an integral part of our entire organization
from customer support, to marketing and sales.
Our customers move at the speed of social. When they reach
out to us, we need to respond quickly. It also allows us to
be proactive with our clients. We use our own platform to
constantly listen to online conversations about our product so
we can spot and respond to positive and negative feedback
as quickly as possible and respond accordingly. Our support
departmenta 17-person team that supports 8 million
usersuses social media daily to engage with our clients more
effectively online. This allows us to be more available, deliver
faster responses, and engage with our clients by being where
they are. Thanks in large part to social media, HootSuite boasts
a customer support satisfaction rate that exceeds industry
standards.
Every customer matters, and their experience with your
company determines not just whether they will continue to be
a loyal customer, but whether they will advocate your product
or service to their followers. At HootSuite, more than half of
our Enterprise clients started out by using our Free product.
These customers increased their investment in HootSuite over
time because they grew to trust and depend on our product,
and because they appreciate that we valued them even before
establishing a financial relationship. We use social media to
connect with these customers and support them on their social
journey.
Our sales department uses social media to identify prospects
who express purchase intent or indicate that they are in a
position to buy. These buying signals are visible, in real-time
on social networks such as Twitter, LinkedIn Groups, as well
as blogs and forums. By proactively reaching out to buyers
who are looking to purchase, our sales team is able to have
meaningful conversations directly with the decision maker.
Read on >
15
Insights
FROM THE EXPERTS
RYAN HOLMES (continued)

Nielson has reported that more than half of all U.S. consumers
now turn to social media to air questions and complaints
about products and services. The good news: The majority
of consumers who experience a quick and effective brand
response on social media are likely to recommend that brand
to others.
So its important to spot negative comments about your brand
quickly and then address them immediately and effectively.
If the negative sentiment is based on misinformation, correct
the misinformation publicly in the social channel. When a
customer complaint is a matter of opinion, acknowledge the
concern and then make arrangements to connect with them
privately to resolve the concern.
At HootSuite, we see every complaint as a golden opportunity.
When a customer reaches out to us we see it as a chance to
engage with them and also learn from their feedback.

follow on social?
2) Deploy a social relationship platform to empower your

employees to share company content over social channels.
This helps them to build their credibility with customers by
being seen as industry experts. The right technology can
help you do this at scale with capabilities like delegation
and approvals to enforce process, and workflow and
assignments to help teams collaborate on social. An open
platform capable of integrating with existing line of business
applications is essential for a seamless user experience.
3) Secure and protect your social presence. As you scale your
social media strategy across the organization, involving
more and more employees to support your social business
goals, the chance of a mistake or a full-blown crisis can
increase exponentially. By following a few basic social media
security best practices, you can substantially decrease the
risks many associate with these channels. These include
centralizing control of social media accounts, creating
complex passwords and using Single Sign-On technology.

your marketing team?
Sree Sreenivasan: @Sree

One of the earliest and most thoughtful social media
evangelists, formerly of Columbia University, now Chief
Digital Officer at the Metropolitan Museum of Art
Social listening is extremely important across our marketing

team, and is incorporated into activities such as campaign
measurement, demand generation, reputation management
and influencer marketing. We rely on social listening to create
campaigns that resonate with our community. For example,
our demand generation team uses social media to identify
top-performing keywords that are applied to search engine
optimization, pay-per-click advertising, and content marketing.
Our corporate communication team relies on social listening to
track brand sentiment and engagement with top influencers.
Charlene Li: @charleneli

Founder of the Altimeter Group - thought leader in all things
social Enterprise

your sales team?
Jeremiah Owyang: @jowyang

Chief Catalyst at Crowd Companies. His career mission:
to help corporations connect with customers using web
technologies
John Legere: @johnlegere

Outspoken CEO of T-Mobile who is leveraging social to
shake up the industry
Peter Aceto: @PeterAceto
CEO of ING Direct Canada and a truly social CEO

Getting up to speed on social at an enterprise level requires
a holistic approach that includes change management,
technology adoption, and security considerations:
1) Educate employees on the appropriate use of social media
in a professional setting, along with the best practices on
building deep relationships with customers over social
channels. According to Altimeter, only 18% of companies
said that their employees have a good or very good
understanding of their social media policies. At HootSuite,
we have mandatory social media training for all of our new
employees.
Social listening is an integral part of our sales process. Our

sales team regularly listens to clients and prospective clients for
buying signals over networks like Twitter or LinkedIn, and come
in at the right time with an ice breaker to engage prospects.
We use social media as the thin edge of the wedge: a way
to open up discussions with decision makers. Weve found that
social media is an effective and personal way to open doors.

your service team?
Our customer service team pro-actively tracks @mentions and
keywords that may not have reached our specific customer
service accounts. This allows us the opportunity to respond
and mitigate even more customer inquiries than a typical
inbound approach.
16
Insights
FROM THE EXPERTS
JASON MILLER
Senior Content Marketing and Social Media Manager, LinkedIn Marketing Solutions, LinkedIn
@JasonMillerCA


Good question. From my experience it would be:

Social Intelligence (Listening). Having the right tools in place
to monitor conversations around your brand, where they are
happening, and whos saying what is essential. Taking it up
a notch to measure sentiment, share of voice and share of
conversation is where some of the best insights can happen.
1) Put together a plan. Have a 30-60-90 day plan in place

so that you dont get overwhelmed up front and give
up before you start to see results, and stick with it. Social
media success does not happen overnight.
Continual Source of Content (Fuel). Content fuels social;

without it, your business objectives will likely fail.
Budget to Promote (Extend Reach/ Targeting). 2014 is the
year of pay to play. If you are serious about social media,
then you need to have a serious budget in place to support
both headcount and native advertising, with an emphasis on
mobile.

or your clients?
First and foremost it shows that your company is paying
attention and communicating with them where they choose to
be. Social has changed everything in terms of how customers
and prospects buy. They are now in control of their journey
and will go on it with or without your company being involved.
Engaging in social very early on is essential for building
relationships with these folks and staying top of mind so that
when they are ready to buy, your company will likely be their
first choice.

Its all about responding promptly and sincerely. Social media
gives everyone an equal voice for both praise and complaints.
Many times they simply want to know that they are being
heard, and responding quickly and offering to help can very
often turn a negative mention into a positive one.

follow on social?
Ann Handley: http://www.linkedin.com/in/annhandley
Brian Clark: http://www.linkedin.com/pub/brian-clark/8/
606/b5a
Mike Stelzner: http://www.linkedin.com/in/stelzner
Jay Baer: www.linkedin.com/in/jasonbaer
Nichole Kelly: www.linkedin.com/in/nicholekelly
2) Set Your goals. List the goals that you are looking to achieve
with social: lead gen, brand awareness, customer service
etc. They should be aligned and support your overall
business goals.
3) Dont over complicate things. Its going to take time, effort,
budget and headcount but you dont have to do it alone.
There are a ton of great consultants and agencies that can
help you get your social strategy up and running and into a
good place where it will be delivering value.
What are your top 3 favorite

educational resources for social
listening?
Social Media Examiner, Social Media Explorer, and the
Hootsuite Blog.

teams in general?
Extremely. Customers and prospects expect responses in near
real time. Arriving late to the conversation means you have
missed your opportunity.

general?
Extremely. Again, I cannot stress this point enough. These are
not only conversations, but opportunities for both sales and
marketers to interact with customers and prospects. If you
are not listening, you are simply missing opportunities, and
ultimately sales.

customer service teams in general?
Extremely. The voice of the customer is bigger and louder
than ever before. Social is their telephone which can quickly
turn into a megaphone. If your customer service team is not
monitoring the conversations closely and responding promptly
then your brand/ product and or service will suffer.
17
Insights
FROM THE EXPERTS
BRIAN CARTER
CEO, Lead Consultant, Keynote Speaker The Carter Group

@briancarter

A budget for social ads
Consistent creation of high quality content
Using the first two to build the size and diversity of your
owned media lists (email, fans, followers, group members,
retargeting audiences)

or your clients?
Pretty incalculable. First, the ROI of networking is impossible to
anticipate and very hard to quantify. Ive met several people
whove changed my career in good ways. Engagement on
Facebook is critical to remaining visible and top of mind while
reducing how much you have to spend to do so. Also, its
important to engage non-customers too, if you want lead gen
and new customers.

First, if its true, fix your company. Beyond that,I believe in
being proactive and owning the space in which you distribute
content and lead conversations - that could be a Facebook
page or group or a LinkedIn group. I believe you should
be clear about the behavior you want to see, what kind of
comments are unacceptable and what will get people banned.
I dont worry about eliminating those people, because my
best customers are not the trolls or the people who dislike me
anyway.

follow on social?
I mainly use Facebook (on Twitter, I follow too many people to
use my stream) and dont typically follow people on Facebook
that Im not friends with - but I am friends and fellow group
members with some folks who are both fun and smart:
Jay Baer of Convince & Convert: https://www.facebook.

com/jaybaer. Probably the classiest social media speaker.
Michael Stelzner of Social Media Examiner: https://www.
facebook.com/stelzner. Amazing at business having grown
an agency, a white paper business and now SME and the
Social Media Marketing World conference.
Jeff Widman of Unified: https://www.facebook.com/
jeffwidman. Super smart on stats and analyzing social media.

I cant do just three! Its such a huge amount of learning Buy
books, go to conferences, get into good discussion groups,
network with experts and gurus in person, and set up a Google
blog alert on the topics youre trying to learn.

teams in general?
I think its more valuable to PR and customer service than
to direct (results-oriented) social marketing.The other side
is competitive intel like InfiniGraph does, and psychometric
market research like Facebook Graph Search. Id much rather
understand my prospects and customers that way than read
the typical SM listening reports on people who mention my
company. The people who talk about companies arent always
the customers, so its more of a PR thing to me.

general?
I believe sales and marketing should collaborate, and this is
more of a marketing/PR function. However, anywhere the
complaints heard in social listening echo what salespeople hear
in objections? Thats important and needs to be addressed.
Jason Miller of LinkedIn: https://www.facebook.com/

Jasonmillerca. Hes amazing at content marketing.

teams in general?
Merry Morud of AIMClear: https://www.facebook.com/

merry.morud. Shes a Facebook ad guru.
Your customer service team definitely needs to be paying

attention for cries for help via social.
18
Insights
FROM THE EXPERTS
JOHN ANDREWS
President, The Katadhin Group
@katadhin


Clear, measurable objectives

Content plan (curation, original, user)
Communication guardrails (delivering a message without
controlling the message)
Get involveduse the tools to understand them

Be flexiblethe landscape is changing quickly
Measure everything

or your clients?
Its created real relationships with clients and customers alike
that resulted in:
1) Better communication
2) Higher levels of customer interaction
3) Measured conversion and sales impact

Be positive, deal with the issue not the emotion.
If youre wrong, apologize.
Ignore haters, Haters Hatemost people realize the
difference between legitimate complaints and brand
bashing.

follow on social?
Ted Rubin: @TedRubin

Umang Shah: @UmangShah
Zach West: @ZachDWest
Robert Moore: @MediaLabRat
Jim Tobin: @Jtobin

teams in general?
Extremely. The lack of engagement is a good sign that no one
cares what you have to say. Figure out what types of things
elicit interaction and do more of those!

general?
Extremely. What are your customers and fans saying (or not)
about them and their competitors? What conversations do
they want to own?

teams in general?
Extremely. If there were one area to excel at, social service
would be it. There is no bigger fail than having an active social
stream and producing crickets when someone has a problem
or question.
19
Insights
FROM THE EXPERTS
STPHANE SAMSON
Group Brand Director, Lotus F1 Team
@stephanesamson


The first key element, for Lotus, would have to be the

interaction with the fans. We never look at the raw figures
but at our engagement rate. We, first of all, want to crate a
genuine community, and not one of the diluted, monstrous
army of fans who finally do not really care about your brand.
This is the reason why we never fell into the paid campaigns
on Facebook to grow drastically our fan base, for example.
As we said before, we never deny if the negative sentiment is

generated by a true story. We sometimes acknowledge, we
even apologize when we have to. Of course, some people will
always go too far and their messages will require moderation if
not appropriate. But it does not happen that often.
Secondly, creativity is really important too: you need to surprise

and entertain your fans, you want to go viral from time to time.
Lotus often gets close to the line, but its part of the game.
Finally, you need to be responsive. Answers and re-tweets have
to be sent instantly, not two days after the original message
was posted. It helps to humanize your social presence, which is
key in building a strong and engaged community.

or your clients?
It has actually helped us build the brand the way we wanted
to. Lotus F1 Team is all about being approachable, but also
cheeky and sometimes disruptive. Weve always been honest
and transparent too. This is something that our fans liked a
lot, especially compared to our rivals approach. Engaging
with customers has helps Lotus F1 Team establish itself as a
new race team, as everybody today seems to have forgotten
about Renault.

follow on social?
Usain Bolt: https://www.facebook.com/usainbolt;
@usainbolt
Manchester City: https://www.facebook.com/mcfcofficial
Element: instagram.com/elementusa
Lebron James: https://www.facebook.com/LeBron
Mashable: https://www.facebook.com/mashable
What are your top 3 tips on how

to get up to speed on social?
Be responsive, be daring, be honest.
Listen, monitor and engage.

to your marketing team or
marketing teams in general?
Extremely. Were part of the same team, building a brand.
In this respect we need to be fully in line.

to your sales team or sales teams
in general?
Not very. Social media are not used to please our sponsors,
but we always show them a lot of respect.
20
Insights
FROM THE EXPERTS
BRIAN KELLY
Chief Marketing Officer, InsideView
@bkkelly

1) Be relevant. Anyone can post on social sites, or respond
to the contribution of others. The most effective social
influencers are both contributors and consumers of relevant
information.
to embrace a vocal customer to win them back. Social is a

wide open feedback loop that users leverage to communicate
with and change companies and products. By acknowledging
the negative feedback and responding evenly and honestly,
a company can build trust among its users. Companies who
embracefeedback, both positive and negative, and then show
progress toward addressing problems or issues often win over
negative customers and turn them into loyal advocates.
2) Communicate innovative ideas fearlessly. Consumers of

social information are drawn to new ideas and break through
approaches to existing problems. Creating social discussion
follow on social?
around topics that are both relevant and that provide new
perspectives and ideas are likely to attract the attention of the Ido follow some people, butIalsolike social sites that provide
audiences that matter to you. For example, blogging about
the best thinking of a community of experts. Herearesome of
new approaches to precision targeting, by a CMO who is in
my favorites:
the trenches, will attract the attention of marketers.
Entrepreneurship and start up blog posts on www.quora.
3) Be authentic. Make valuable contributions about topics that
com are contributed by people like me, and people
you understand and be open to responses, both negative
who have succeeded at thingsIam attempting to do.
and positive, about your point of view. High-energy dialogue,
Entrepreneurs weigh in oneverythingfrom managing
even between opposing views, often leads to even better
product to managing the hectic life of being a Silicon Valley
information and even more useful ideas.
executive.
Seth Godin: http://sethgodin.typepad.com/
Seth always has ideas about people business and marketing.
on social benefited your company or His ideas are often controversial, and generate good
discussion.
your clients?
Leena Rao: TechCrunch
InsideView is at the heart of social. One of the major
Leena is always on top of what is happening in Silicon Valley
contributions that we make for our customers is that we reveal
and the technology world. TechCrunch is irreverent and
social insights about the buyers they target as marketers and
unapologetically covers the industry in living color. You can
sales people. Our users follow us socially, and are quick to
learn a lot from your peers. Leena always delivers it right to
respond to our news, our events and our ideasand they
my desktop
do it socially. This open dialogue with our customers gives us
Paul Greenberg, ZDNet
real-time information that helps us guide our priorities and our
Paul is a CRM watcher, and knows what is going on in CRM.
product plans.
His deep connections always surface interesting things about
our partnership network and the ecosystem that InsideView
plays in.
Scott Santucci, Forrester sales enablement blogger
Be open. Be honest. Negative social comments can be
Scott has his finger on the pulse of what is going on in
one of the most authenticgaugesof how your product
enterprise, B2B sales and marketing. What Scott writes about
andcompanyisperceivedinthemarket, and an opportunity
is important to our customers and to the evolving market of
CRM Intelligence.
Still more >

21
Insights
FROM THE EXPERTS
BRIAN KELLY (continued)

1) Follow people you respect, in industries or areas that
interest you.Learn from what and how they post, and also
from who responds to them. Become active in discussions
that are relevant to your business, and in areas that you can
offer value.
2) Participate in communities or groups that are relevant to
your users. You can learn a lot from what the community
shares about your products and the other products that are
in your ecosystem.
3) Comment on content, provided by people you respect, and
engage in a useful dialogue with them.

to your marketing team or
marketing teams in general?

to your sales team or sales teams
in general?
Extremely. Our sales and marketing team manages their
contact list through InsideView. InsideView provides live, active
social streams.

customer service teams in general?
Extremely. The InsideView CSM team uses our CRM Intelligence
platform to monitor company social pages and the social
activity of key account contacts. This social information
is important as the CSM team managestheaccount and
engages with them to maintain account control and to grow
account value.
Extremely. InsideVIewmarketingprofessionals use social

information for precision targeting and to help guide
marketing offers.
22
Insights
FROM THE EXPERTS
STEVE HIBBERD
Co-Founder & CEO, Tiger Pistol
@sjh0811

A key driver behind the approach small businesses need
to take to their social activity is their short horizon when
compared with mid size or large companies. Small businesses
often dont have the luxury of running a multi layer marketing
strategy including elements that will deliver short, mid, long
term and sometimes intangible benefits, they need transparent
outcomes today, this week or this month.
There are people searching for and talking about their business
or category on social everyday. So getting practical, the first
element they must nail is to make the organic search and
conversation work for them. They need to have a social profile
set up, optimized and then maintained where people search
for businesses like theirs, be it on Facebook, Google+ Local via
Google search, Foursquare, Yelp
With their presence in place and optimized, the second
element they must nail is to consistently monitor for reviews,
comments or mentions of their business, and respond to all in
a timely manner. Consistency with this element will dramatically
improve their appearance in search results, as well as their click
to call and click to web conversion rates.
Now, given their short horizon, sales today are paramount,
and although this can and will occur via social search and
conversation management, to stay alive and grow, small
businesses often need to reach their target audience at scale
in a short timeframe with calls to action that will lead to sales.
Where this is required for their business, social ads are a must
in their plan, however it is vital for the small business operator
to not invest in social ads without a clear goal they know that
spend is solely aiming to achieve.

or your clients?
Small businesses have been the greatest adopters of the
established Facebook practice of posting regularly to appear
in the News Feed, and similarly on other social networks. The
benefit of these posts has largely been positioned as engaging
with your fans and target audience.
As social networks are aggressively migrating to advertising
models, these posts are no longer organically engaging fans
and the target audience as was once expected, and to reach
fans and the broader target audience advertising campaigns
are required.
With the shorter horizon existing for small businesses, once
theyre investing in advertising, most need that investment
to lead to sales or some measurable value creation activity,
and what we have called engagement on platforms such as
Facebook just wont stack up.
Small businesses can benefit from engagement of their
audience without it being a click to a call to action in a post
or ad, and the more progressive and active small businesses
are developing an understanding of the link between those
engaged and their greater propensity to respond to call to
actions.
Read on >
23
Insights
FROM THE EXPERTS
STEVE HIBBERD (continued)


follow on social?
As has been well documented over time, the customer/

prospect who speaks out negatively is doing the business a
huge favor, so long as you know theyre talking and respond
appropriately.
We gain much delight in managing this for a large number

of our customers, and frequently turn negative customer/
prospects into advocates of the business. The key tips are:
1) Monitor effectively; its not a set and forget, but an activity
that needs regular refreshing based on changing topics of
the moment, products, locations etc.
2) Dont be too reactive and defensive, sometimes the
comment, review or mention is not directly about the
business, but they are merely mentioned in the comment.
3) Where the comment, review or mention is about the
business, ensure you respond as promptly as possible,
even if its acknowledging the comment and asking for a
way to contact the customer/prospect outside of the social
network at an appropriate time to gather more details.
4) Avoid arguing, or over clarifying, and instead acknowledge
the feedback and where possible move to making the
customer/prospect aware of a positive alternative or next
step you can make available to them.
5) Where possible, track the post negative feedback behavior
or the customer/prospect, and if they purchase or take up
the alternative service or product you presented, reach out
again and thank them.
Amy Porterfield: http://www.amyporterfield.com/

Jay Baer: http://jaybaer.com/
Nick Bilton: http://nickbilton.com/
Scott Stratten: http://www.unmarketing.com/
Gerry Moran: http://marketingthink.com/

Small business operators are typically overwhelmed, and lack
the time to properly get their head around subjects that they
dont deem core to their existence. We do however observe 3
common practices those active undertake consistently.
1) They speak to their existing customers about where
they spend time on social and why. They then use this
information to apply focus to getting their head around one
or more relevant social networks.
2) They then become avid users of the relevant social
network(s), often getting some assistance with the basics
via family and friends. They personally experience how they
use the networks, and how businesses interact or attempt
to interact with them. This often brings with it many Wow, I
didnt realize moments.
3) They identify businesses that have been active on the
relevant social networks for some time, usually people they
know, and ask a lot of questions. This often includes looking
at the social presence of competitors to sanity check what
they have learnt with a relevant business they know well.
24
REACH OUT TO LEARN MORE

www.microsoft.com/dynamics
Talk to a Microsoft representative

(United States and Canada).
Availability and hours of operation:
MondayFriday, 8:00 A.M.5:30 P.M.
Central Time (UTC-6) in the United
States and Canada.
1-888-477-7989
23

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| Social Intelligence Guide for Sales

Deliver amazing customer experiences.

GM, Microsoft Dynamics CRM

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

Social Selling Using Online Networks to Build Relationships

Social Sales Quickstart

Using Social Listening to Drive Sales Leads

Nurturing Leads with Social Insights

Building Lasting Social Media Relationships

Insights from the Experts

USING ONLINE NETWORKS

Customers want to be treated like individuals, not

If you arent tapping into social

A Sales Guy Consulting: http://info.asalesguyconsulting.com/Portals/166003/docs/

Todays customers make purchases the way they choose,

Using Social Listening

TO DRIVE SALES LEADS

Salespeople know that their book of business is built on

2. Monitor your competition: Listening

In todays over-subscribed, under-resourced world, its not

3. Get personal: OK, not too personal. Simply

1. Empower your sales team with

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

to what customers are saying about your brand can open

pitching your products into the social media realm is like

WITH SOCIAL INSIGHTS

Showcase your expertise to stay

The best salespeople understand that regularly sharing

More importantly, you need to have incredible content that

SOCIAL MEDIA RELATIONSHIPS

Todays social networks are built on authentic, personal

1. Connect with your customers

2. Partner with customer service:

3. Mix it up: Scatter your posts over different times of

TIP: Following your leads on LinkedIn

The Microsoft Dynamics CRM Team

FROM THE EXPERTS

What are three key elements of an

What are your top 3 tips on how to

Focus on customer rather than on functional silos

How has engaging your customers

1) Use social like a consumer first to learn the etiquette, lingo,

Product ideas and feedback

How important is social listening to

What are some tips on dealing with

Extremely important to listen first before responding or taking

Be honest and responsive. Diffuse and move the conversation

Who are the top 5 people you

Aaron Levie: @levie

How important is social listening

How important is social listening

FROM THE EXPERTS

What are three key elements of an effective social strategy?

An effective social strategy starts with defining what it is

What will you improve?

Consider how marketing, service, HR, and lines of business

2) Your social media strategy must set out to do something

FROM THE EXPERTS

What are three key elements of an