supplemental document 5 using your crm data -...
TRANSCRIPT
Supplemental Document 5
Using Your CRM Data onFacebook and Twitter
F o r H o n d a D e a l e r s
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Both Facebook and Twitter empower you to use your existing CRM data to target
customers and prospects on these social networks. Facebook and Twitter’s platforms
allow you to easily input information like phone numbers and email addresses to
target specific individuals on the social networks they spend the most time on.
Your CRM Data
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Next, upload the identifying information you have for your segments.
The information on your list will be “hashed” – meaning the data will be
formatted so it can be properly interpreted by the platforms’ ad systems
– before being sent to Facebook or Twitter. The system will match the
“hashes” – the formatted and anonymized data that is sourced and
translated from your customer list – against Facebook and Twitter’s active
users. From this, the systems will build an audience segment in your
account with everyone that matches your list for you to target.
You’ll be able to overlay standard targeting to refine your audience and
reach an even more precise group. Now, in addition to finding the types
of people you want to reach on Facebook and Twitter as a whole, you can
finely target segments of specific people based on your own customer lists.
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Your CRM Data. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
First, you identify the segments of customers you’d like to talk to
within your customer database. These segments should be based
on the defining features that align with your sales goals.
For example One segment may be a list of customers nearing the
end of their manufacturer’s warranty term that might be interested
in an extension offer. Another segment may be a list of customers
with a certain model year vehicle that you want to target for
buyback and trade-in offers. You can create a list for each discrete
group and goal.
CRM Data Upload
Your Data(email or phone numbers)
UploadHashed Data
Matches/Custom Audience
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Facebook Instructions1
The Custom Audiences feature makes it easy to target specific
customers or prospects with ads at scale. It allows you to:
• Match your customer list against Facebook users in a
secure and private way. (Email match rates are typically
between 40% to 60%.)
• Use your customer list together with Facebook standard
targeting features, such as demographics and location, to
reach highly engaged customers.
Step 1: Download your ad account in Power Editor
Step 2: Design your audience
• Once you’ve created a Custom Audience, all those
contacts will stay together as a single group or target
audience. If you want to further customize your targeting
CRM Data on Facebook. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Step 3: Prepare and upload your lists
• Gather your lists together in a CSV or TXT format, or upload
a list directly from your MailChimp account. Virtually all
CRM or email marketing systems provide a simple export
tool that will create a list in a CSV or TXT format with a
single click. Each contact identifier must be separated by a
new line or carriage return. The identifier can be an email
address or phone number, formatted as follows:
Note: Each list you upload must only contain one type of identifier. If you want to create a Custom Audience based on emails and phone numbers, you will need to upload each list of identifiers separately.
audiences, you can choose to split your contacts up
and create separate Custom Audiences.
Make sure you have Power Editor installed or learn how to
install Power Editor.
In Power Editor, log in as an administrator of the ad account,
click the “Download” button in the top right corner and select
“All My Accounts.” Then, click “Download” again.
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Step 4: Create your Custom Audience
Click “Create Audience” on the Audiences tab in Power Editor.
Enter a unique name for your Custom Audience.
Select which type of identifiers either the email or phone
number your list contains.
Click “Choose File” to upload your list and then click “Create”
to finish.
Power Editor will begin uploading your list to Facebook and
you will see the progress bar moving. Depending on the size
and complexity of your list, it may take up to one hour for
your custom list to be available for targeting, but the process
generally completes more quickly. While your list is being
processed, the status of your Custom Audience will be listed
as waiting. Click Check Updates to refresh the status. When
the processing is complete, the status of your custom list will
change to Ready.
Step 5: Using your Custom Audience for ad targeting
1. Target your Custom Audience with an ad.
• In Power Editor, first make sure you are working with
an updated version of your account and audiences.
To do this, click “Check Updates” or re-download the
ad account that contains your Custom Audience. You
should consider updating and re-downloading the list
on a recurring basis (weekly or monthly, for example)
so the system can target using your latest and most
complete customer database. If you regularly capture
high quantities of customer leads into your CRM
system, consider updating the list more frequently.
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CRM Data on Facebook (cont.)
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• Click “Create Ad” using Audience, in the Custom
Audiences tab.
• Select the campaign that you want your new ad to be a
part of, such as Spring Lease Deals.
• Enter your ad details and schedule the ad to run as you
would for any other ad.
• Your new Custom Audience will now be targeted by the
new ad.
Exclude a Custom Audience from your ad targeting.
Custom Audiences can also be used to specify people that
should not see an ad. You can use this feature to manage a
marketing opt-out list or to exclude your current customers
from an acquisition campaign.
• Use the Custom Audiences fields among your ad targeting
options to exclude audiences from your targeting
Note: if you exclude an audience from your ad targeting, this will override any other “include” targeting that you created.
You can also add Facebook standard targeting, such as
demographics and location, to reach highly engaged
customers.
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CRM Data on Facebook (cont.)
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CRM Data on Twitter. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1. First, log in to your ad account at ads.twitter.com. You
will need to enter a valid credit card in order to see and
make use of most of the features.
2. Click “Audience Manager” under Tools.
Audience Manager is a neat tool that Twitter recently
introduced. It is similar to Facebook’s Saved Audiences.
Once you create an audience list using this tool, you can
re-use the same targeting option each time you create
ads, saving a lot of your time in ad setup.
3. Once you’re there, click on “Create new list audience.”
4. Choose an intuitive name that tells you about the
audience you create, such as “Winter maintenance offer”.
5. Next, choose an appropriate data type, depending on the kind
of data you have. The most common data type is a list of email
addresses you’ve collected and stored in your CRM database.
Note: If you’re going to use a customer list and want to upload it as a file, it must be a CSV Excel file with a single column of data and no heading, or a TXT file with the same.
6. Upload your data file.
Note: DO NOT tick the checkbox below it, so Twitter will rehash the data after you upload it; this will increase the security of the data that you’re uploading onto Twitter.
7. Go ahead and click on “Create list audience” to complete the
setup.
Twitter Instructions2
You can create a Tailored Audience using Twitter’s Campaign
Dashboard.
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Wrap-Up. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
The ability to import existing, verified and valuable customer
data from other channels into your social media advertising
is an incredibly powerful tool at your disposal. Now, not only
can you reach prospects and individuals that meet your target
customer profile, you can also reach the exact individuals within
your database on social media.
This highly personalized and segmented targeting tactic
eliminates a significant percentage of “waste” in the advertising
process, ensuring that your dealership is reaching only the
individuals most likely to be receptive to the message or offer
you are delivering.
Furthermore, utilizing CRM data in your social advertising
efforts helps close the loop between your disparate marketing
channels and tactics, creating a more cohesive and connected
marketing practice for your dealership.
Wrap-Up
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Feel free to email
[email protected] with any questions.
To see all supplemental documents, please visit:
www.socialmediaseries.honda.com
And please remember to submit all Social Media ads for DMA
compliance pre-approval prior to posting.
If you would like help with your social media efforts reach out to
our preferred vendors.
(866) 673-7887
http://www.socialdealerprograms.com/hondapreferred/
(888) 382-8707
http://www.drivedominion.com/prime-honda.html
(877) 285-1094
http://3birdsmarketing.com/OEM/Honda-Preferred
(855) 653-5463
https://honda.nakedlime.com/TM
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