How Did a Few Microsoft Staffers Listen to Thousands of Event Attendees?

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How Did a Few Microsoft Staffers Listen to Thousands of Event Attendees?

  1. 1. CON F I DENT I AL + NOT F O R D I ST R I BUT I ONHow Did a Few Microsoft Staffers Listen to Thousands of Event Attendees? Objective: Listening & Monitoring, Co-ordinated Response, Reporting Solution: Social Event Management@ScaleThe StoryMicrosoft hosted its annual North American TechEd Conference inAtlanta in April, 2011. To ensure smooth event execution and high attendeesatisfaction via social channels,Microsoft wanted to implement real timemonitoring, escalation, and reporting. The intense 4-day event requiredstaffing 24 hours a day to meet the needs of some of the most tech savvypeople in North America.What Happened? The ResultsIn addition to identifying over 27,000 event-related messages in real-time,Microsoft:• Automatically assigned a sentiment score to all even-related messages,classifying them as positive, negative, or neutral.• Identified 100 high priority messages that required escalation, routing them with acombination of automated and manual workflow to the right person for response.• Quickly resolved over 150 unique questions with pre-approved messages.• Provided 24 hour coverage of all event-related social mentions including distributedmobile access.• Obtained post-event reporting including conversation analysis and actionable feedbackdesigned to improve future events. What You Can Learn It’s About Technology + Related Services Social@Scale Technology: Natural Language Processing (“the Zengine”) enables real-time scoring of huge volumes of messages, identifying potential issues as soon as they arise. Social@Scale Governance Framework: Pre-aproved message templates, response protocols, and escalation procedures laid out before the event save time and reduce risk. Social@Scale Operational Framework: A dedicated Sprinklr Social Event Management@Scale group working in concert with Microsoft’s team set clear roles and responsibilities for monitoring, conversation management, and reporting to ensure smooth execution. share with a colleagueH o w t h e En t e r p r i s e D o e s So c ial @ S c al eCONFIDENTIAL + NOT FOR DISTRIBUTION | © SPRINKLR, 2012

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