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    12th Day of CRMmas: Social Engagement and CRM Integration – A Step by Step Guide to Maximize Elves Toy Production

    Its the 12th and final day of Christmas and we have celebrated many things to be thankful for in CRM 2016. In this post, we will look at and discuss the step-by-step integration process of Microsoft Social Engagement (MSE) and CRM. With the Link to CRM feature in MSE, Santa can streamline toy production to all of the Elves to maximize production. As Santa monitors social media, he can create different CRM records (Case, Opportunity, Account, Contact, etc.) and through CRM workflow they can be routed to the correct team of Elves to begin or stop toy production.

    In case you didn’t catch it, you can review the latest release for MSE in this post. With this new feature, the user in MSE has the ability to link a social post to CRM by creating a social activity record in CRM. From CRM, you can kick off a work flow to have these records be created into various record types, lead, contact, opportunity, or a case. In this post, I will highlight how to integrate MSE with CRM and take you through the step by step process. We will walk through how the Link 2 CRM functionality works without any rules defined and then step through how you can automate the process using Automatic Record Creation and Update Rules in CRM.

    Link to CRM in Microsoft Social Engagement

    Link 2 Case From MSE

    Let’s Get Started

    First, you want to make sure you have a connection between MSE and CRM. Navigate to Settings > Connections and click the plus sign to add new connection.

    MSE Settings to CRM

    Select entities you would like to link to CRM. (Case and Lead automatically created)

    Select Entities

    Once you have selected the entities you would like to link to CRM, you can now test the Link to CRM feature. Navigate to a social post and find the Link to CRM button. Once you have clicked Link to CRM, you will see options appear allowing you to select the type of record you would like to create and adding in any type of notes to pass into CRM.

    Link 2 CRM

    After the Link to CRM is made, you can look back at the post to see that the connection has been made to CRM and have a direct link back into the record.

    Link 2 CRM After Link

    To take a look at what happened behind the scenes and look at the social activity generated in CRM, navigate to CRM > Activities > All Social Activities.

    Social Activity CRM

    -You will want to add the “additional parameters” field to the form to view-

    If you take a closer look at the properties of the above form, you will see one of the properties brought over is the “userPreferredTargetEntity” which holds information about your choice in the MSE drop down of what type of record you would like to create. Since I picked Case the property value will be “incident” if I would have picked Lead it would be “lead”.

    This will be important when setting up the record automation later in this post.

    Creating a Case Record in CRM

    Let’s manually create a case from our new social activity post created from MSE. This is how you would create a CRM record without any type of automation rules in place.

    Manual Convert to Case

    Set the record regarding details.

    Convert to Case

    New case record is created.

    Case Created

    When you hop back over to MSE, you can see a direct link back to the case record created in CRM.

    Link to New Case From MSE

     Automatic Record Creation

    Now that we have an understanding on how records can manually be created and flow into CRM from MSE, let’s add some automation rules to make the process a little easier. We are going to refer back to the social activity post and use the “userPreferredTargetEntity” payload to create Automatic Record Creation rules.

    In CRM you want to navigate to Settings > Business Management > Automatic Record Creation and Update Rules

    Creating Records Automation

    Create a new rule.

    Creating Records Automation 2

    Provide required name and source type then save.

    Creating Records Automation 4

    To leverage the information in the payload as conditional parameter in the rules we are about to build, you must first create a channel property

    1. Create a Channel Property Group and call it “MSE Post Payload”
    2. Pick the type Social Activity
    3. Create a Channel Property with the name “userPreferredTargetEntity” (important you match the property name) and data type Single Line of Text

    Creating Records Automation 5

    Once the channel property is in place, you are now ready to create your record creation rules. We will create one for the case records but you will need to create one for each record type you are wanting to automate.

    Creating Records Automation 5

    Select new and title ‘CreateCaseFromMSEPost’ and click save. You will want to select ‘Channel Properties’ as your entity and set the condition to ‘userPreferredTargetEntity’ equals ‘incident’. You will next want to set the action to case since this rule is for the case entity. If you have set up any other entities in MSE to be created in CRM, you will want to go through this same process and create a specific record creation rule for each.

    Automation Routing

    Once complete, you should be able to verify your rules have been created.

    Automation Routing 2

    You should now be able to test your rule(s) by creating a case from a social post and see that is it automatically converted to a case record in CRM.

    MSE Dashboard

    Final Thoughts

    I hope this post has been helpful in setting up the integration between Microsoft Social Engagement and CRM. With this new feature, you can not only listen to your prospects and clients voices on social media but react in a timely fashion. Remember, Santa is always watching, even on social media!