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Transcript
Customer Success Story Microsoft Bing Team Enhances Marketing Efforts With Crimson Hexagon ForSight™ Platform "Crimson Hexagon helped spark ideas for new and refined marketing campaigns and identified ways we can connect more deeply with our target audiences." Lise Brende, director of marketing analytics, Bing™ and MSN® at Microsoft Situation Overview How do you figure out all the ways that people are using online services like yours? That was the question Microsoft’s Bing marketing team wanted to answer after launching a service—Bing—meant to capture mindshare from a major Internet search competitor. With a goal of targeting specific interest groups, the company needed a clear understanding of each group's needs and habits. While the company actively harnesses social-media channels in its marketing efforts, it needed a way to better manage the flow of online conversation. The Challenge Microsoft Bing had positioned its service as a way for the online audience to find answers to their questions. Though it had developed a sophisticated way to analyze the online conversation – and had plenty of resources at its disposal – Bing was unable to quickly sort through and make sense of the information it had collected. "We were drowning in data and struggling to reconcile conflicting information," explains Lise Brende, director of marketing analytics, Bing™ and MSN® at Microsoft. The Solution Once it became aware of the Crimson Hexagon ForSight platform, Microsoft Bing engaged with Crimson Hexagon to overcome its challenges. Crimson Hexagon experts configured the ForSight platform to track and analyze the key segments the company's solution team had identified. "We felt confident that the ForSight platform could help us analyze the online conversation and understand when and how our target audiences engage online," says Brende. crimson hexagon customer success story | www.crimsonhexagon.com At-a-Glance COMPANY Microsoft Bing™ www.microsoft.com INDUSTRY Technology, Software, Internet Services SOLUTION The Crimson Hexagon ForSight™ Platform RESULTS • Gained new insight into how its target audiences behave online • Discovered where its target audiences spend most of their time • Identified key online personalities who influence the online conversation • Enables a highly focused strategy to engage influencers and key segments Rapid Results Framing the Conversation After analyzing one month of online conversations, Crimson Hexagon was able to provide Microsoft Bing with answers to the following: • Where do online conversations take place? • What drivers & behaviors do online conversations reveal for key segments? • Who influences the online conversation? • How can the company make use of this information? “The insights revealed to our team by Crimson Hexagon’s ForSight platform have become an integral part of developing and executing our marketing strategies and tactics,” says Brende. “The analysis allows us to see and understand the nuances of online conversation from our widely varying customer segments and we’ve been able to learn what’s working and what isn’t in real time, adjusting along the way. Our team has crafted more effective marketing campaigns and responded to customers’ expressed opinions in a way that has definitely enhanced our service delivery and overall business.” Knowing Where to Listen While Crimson Hexagon analyzed conversations on both blogs and forums, it found that the bulk of conversations were taking place in forums. It also identified the top 20 forums for each of the two key audience segments. "Now we know where to spend time to learn more about – and interact with – our target audiences," says Brende. Uncovering the Unexpected The analysis yielded a surprising result. The target segments viewed the online channel as more of a way to share their thoughts and experience rather than to find answers to their questions. For instance, feedback dominated the conversations of those interested in creative projects, such as cooking, painting, or making videos. On the other hand, those with health concerns seemed most interested in sharing personal stories. Finding Out Who Wields Influence Crimson Hexagon was also able to identify those personalities who influence the online conversations in these two segments. While Crimson Hexagon's analysis had shown that the masses trade information via forums, it also revealed that influencers spend their time on blogs. By understanding who is considered an influential blogger, the company can consider outreach efforts and marketing campaigns that tap into these resources. "We now know where to focus our efforts when it comes to expanding our community involvement," says Brende. Evolving the Strategy Overall, the analysis helped the company identify ways that it can connect with its target audiences in more interpersonal ways. Just as important, it enables the company to adopt a finely honed strategy, rather than one more akin to throwing spaghetti at the wall to see what sticks. "Crimson Hexagon helped spark ideas for viral-marketing campaigns and identified ways we can connect more deeply with our target audiences," concludes Brende. About Crimson Hexagon Crimson Hexagon, founded in 2007, is the leading provider of real-time social media monitoring and analysis to brands, agencies, media firms and their partners. Powered by patent-pending technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform overcomes the limits of traditional market research by delivering a real-time view of how engaged online truly thinkPlunkett-Gomez and feel about a brand or issue. For More Information and consumers Pricing Contact: Melyssa - VP, Sales and Business Development mpgcrimsonhexagon.com, 774-258-0641, Twitter: melyssa1968 130 Bishop Allen Drive, Cambridge, MA 02139 E: [email protected] T: 617.547.1072 F: 617.547.1017 www.crimsonhexagon.com