roland fiege - 5 steps to success
DESCRIPTION
“Who of our Facebook fans are ourcustomers?", “How can we integrateFacebook data with our customerinsights data warehouse?“. We have theanswers and a five step process to solvethese challenges.TRANSCRIPT
5 Steps to Success
-
How to Integrate Facebook Data
Best Practice: Facebook fan loyalty
Closed loop coupon distribution and
campaign controlling solution
The problem
• Fans like a Facebook page and hardly ever return
• no way for brand to “like back” their fans*
• Most Facebook apps are just islands in the sun – no integration in multichannel marketing campaign mgmt.
The Mission:
• Build the first integrated enterprise level Facebook couponing campaing mgmt. solution.
• Motto: now it´s time to ”like back!”
The team
The wishlist
• Facebook app w/ great usability and high value for the fan
• Seamless backend integration in existing campaign mgmt. solution (aic suite)
• Targeted coupon campaigns• Advanced Fan Insights and Analytics
(Wisdom) for wiser marketing decisions
Questions we need answers for:
• Whom of my fans are my customers?• Whom of my customers are not yet my
fans?• Which affinities and interests do my fans
have?• What differs my “fan-Customers” from my
“non fan customers”?
Lüneburg (Hamburg), Germany
Founded
Holder
Headquarter
Competence
Software
Consulting
References
Lüneburg (Hamburg), Germany
Privately held
1999
Software Development & Consulting
ai.suite® - Enterprise Marketing Automation
Customer- and Business Intelligence
Retail, Banking, Insurance, Telco, Non Profit
About AIC Group
Efficieny MeasurementROI-MeasurementMarket ResearchCampaign Reporting
Campaign DesignDefinition of Master Data, Channels, Levels and Business Rules,Assignment of the Address Structure
Analysis & SegmentationIdentify relevant internal and external Target Group potential
Campaign Execution Supply of Address DataChannel Communication,Campaign Delivery
Response ManagementOffline/Online Response ManagementDuplicate & Validation Management
Channel
Business Intelligence
ProfileResponse
2
34
6
5
Strategy & PlanningCompilation of a campaign plan& high-level concept
1
Closed Loop Campaign Management
PlanExecuteAnalyse
Segmentation
Dynamic qualification of customer segments by:
Attribute Elements and Attribute Qualifications
Data Mining scores Application of filters Application of metrics
Segmentation can be easily extended with new characteristics
external sources can be integrated
Size of Segments / Target Groups is calculated on the fly
MSTR DWH-based Social Graph-based
The segmentation is based on Objects and Attributes of the Social Graph
Can be extended to also use DWH Attributes & Metrics
Rule-based (on the fly), only rules are defined in the ai.suite
These rules can be defined along the insights gained from Wisdom
Pre-calculated Target Group using the standard mechanisms
Offer Definition
Product or Product CategoryMetadata, such as:- Name- Description- Price- Image- etc.
Validity
Discount Type
AvailabilityConditions
Geography etc.
Y35JB
Response Elements / Codes
Now we want to use Facebook as a new channel for our
Campaigns…
The missionSeamlessly integrate Facebook as a new channel among the existing channels of our Campaign Management solution
Automated publication of Offers and Coupons to the desired audience on the Facebook platform via a Facebook app
Enrich our existing Data Warehouse with data from Facebook
Measure and track the Responses generated by these Offers
Use this data to improve our next Campaigns (Closed Loop!)
Be able to use the User Permissions to generate Tokens for the usage of Wisdom
Make use of the advanced features of Facebook to generate virality
Architecture
DWHFacebook
API
ai.suite
MSTR BI
Facebook App
Get Token
Publish
Segment
Use
Use
Enrich
The solutionCreate a Facebook app which can be customized via standard mechanisms
Integrate the app into an existing Page
Collect permissions for our app to get access to the Social Graph
Segmentation is done either Rule-based or via Pre-calculated Target Groups
Generate the personalized Coupons on the fly
Use the Open Graph functionality to support the virality of our Offer
Use Case
Now we want to use Facebook as a new channel for our Campaigns…
Benefits• Higher fan loyalty• Transparent performance measurement
(multichannel)• Higher return rate of fans to page• Higher engagement rate of fans• Best CRM database ever!• Make fans to customers• Measureable ROI per Fan
1. align your Social Strategy to you value creation chain (do the right things)
2. Create value for your fans!3. Avoid Silos!4. Segment, target, shoot!5. Compete on analytics!
5 Steps to Success
Live-Demo
- Aufruf der Facebook-Seite und Anzeige der Angebote
- Aufruf ai.suite Kampagne im Bereich Varianten-Liste
- Erklärung der dort aufgelisteten Angebote- Verschieben eines Angebotes
- Aufruf der Facebook-Seite und Zeigen der Wirkung
- Aufruf eines Angebotes und Änderung des Angebottextes
- Aufruf der Facebook-Seite und Anzeige der Änderung
- Klick auf ein Angebote zum Coupon-Download mittels pdf-Generierung
Contact Info: AIC Group
Tobias MüllerProject Manager BI / CRM
+49 4131 [email protected]
https://twitter.com/aicgroup_dehttps://www.facebook.com/AICGroupGmbH