How Bing Searched 65,000 Social Mentions to Find the Right People

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How Bing Searched 65,000 Social Mentions to Find the Right People

  1. 1. CON F I DENT I AL + NOT F O R D I ST R I BUT I ONHow Bing Searched 65,000 Social Mentions to Find the Right People Objective: Influencer Identification, Relationship Building, Cost-Effective Resource Utilization Solution: Social Marketing@ScaleThe StoryThe successful launch of Bing Rewards led to an explosion inthe amount of inbound traffic directed to @BingRewards andoverwhelming the staff assigned to monitoring. The volume madeit extremely difficult to efficiently identify the most high-potentialcommunity members for future engagement.What Happened? The ResultsIn a three way partnership, the Microsoft Bing team joined forceswith Sprinklr and Mr. Youth to properly and quickly manage over65,000 inbound messages in just one month. Not only that, Bing:• Rapidly prioritized every single message for timely action usingSprinklr’s Participation, Influencer, and Spam Indexing engines• Automatically routed messages based on keywords and existing business workflow intothe appropriate queue, ensuring that the Bing team would only see the most relevantmessages, while hiding spam and irrelevant messages from view entirely.• Set up a persistent keyword search to track and archive all relevant tweets for futureaction and sentiment analysis. What You Can Learn It’s About Technology + Related Services Social@Scale Technology: Automated indexing of users accelerates response times and increases time spent on engagement with most valuable community members. Automated message routing ensures that the right message is put in front of the right employee for response, minimizing time spent on internal coordination. Social@Scale Governance Framework: Aligning business rules to keywords and workflow provides for unified voice of the brand in outbound communications and consistent execution in engagement across multiple team members. Social@Scale Operational Framework: Adapting existing business taxonomy to social data helps bridge the gap between social behaviors and traditional business metrics and creates a singular view share with a colleague of the customer.H o w t h e E n t e r p r i s e D o e s S o c i al @ S cal eCONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012

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