Microsoft x SHARE Creative SXSW 2022 visual aid www.sharecreative.com

1. SXSW 2022 Submission:
The power of social listening
with Microsoft

2. Microsoft x SHARE Creative
Microsoft
Senior Director, Modern Workplace
for Microsoft Customer and Market
Research
SHARE Creative
Research and Insights Director
Speakers

3. Microsoft x SHARE Creative
We harness the power of social
listening data for deeper
customer insights and
transform unstructured data into
knowledge and insights.
What We Do

4. Microsoft x SHARE Creative
What We Do
Being pioneers, we define
the standards of social
intelligence research.

5. Microsoft x SHARE Creative
What We Do
Leveraging conversation data,
we combine our research
approach with cutting edge
techniques, e.g. applying Natural
Language Processing to get the
most out of the organic voice
of the customers.

6. Microsoft x SHARE Creative
What We Do
Our innovative approach to social
intelligence brings us at the
forefront of consumer insights
and we action our findings across
the entire business of Microsoft.

7. Microsoft x SHARE Creative
Who We Are
Thought Leaders
We define frameworks and
best practices for social
intelligence analysis
Trailblazers
We advance methodologies
as we innovate and apply
cutting edge data science
technology
Researchers
We build concepts to explore
the data and let the data
tell the story to generate
the most relevant insights
for the business

8. Microsoft x SHARE Creative
The principals of
getting the data
Methodology Application
2. Grounding research methods
in rigorous foundations
Defining the standards of social
intelligence as a research tool
3. Business application,
taking social intelligence further
Mapping the insights against
the business needs as a foundation
across all stages and departments of
the business
1. Curating a relevant data pool
Creating a relevant social intelligence
pool to set the foundation of all
research Sprinklr
Our Talk

9. Microsoft x SHARE Creative
Key Takeaways
Tap into the world of Microsoft and get an insider view of:
How Microsoft
creates pioneering
research by applying
social intelligence
How Microsoft
adapts products based
on customer
insights and designs
campaigns based on
audience trends
How Microsoft
uncovers unmet user
needs to enhance
their experience

10. Microsoft x SHARE Creative
Case Study:
Understanding 'Pride’
BACKGROUND AND BRIEF
Cultural moments are a great way for
brands to connect with their audience
To create a relevant campaign around
Pride, we wanted to understand how
people talk about the Pride Month

11. Microsoft x SHARE Creative
Case Study:
Understanding 'Pride’
QUESTIONS WE EXPLORED
What are key associations with Pride?
What are positive or negative topics?
What type of content are users sharing?
Which campaigns resonate well?

12. Microsoft x SHARE Creative
Case Study:
Understanding 'Pride’
OUR APPROACH
We applied Natural Language Processing
Techniques to crunch millions of posts to
understand the conversation at scale.
I.e., what is the language people are using
when talking about Pride Month?

13. Microsoft x SHARE Creative
Case Study:
Understanding 'Pride’
THE OUTCOME
We created a playbook and brand actions
for the campaign team, which included an
overview of the Pride themes and
guidelines on the tone of voice and
content
Talk positively and highlight the celebration
Acknowledge the movement and
understand the need
Tap into related causes e.g., Mental Health
Every brand is doing an activation,
break the script