Social networks: integration instead of improvisation

The soci­al media com­mu­ni­ca­ti­ons of com­pa­nies and brands are cur­r­ent­ly still – despi­te the mas­si­ve increa­se in impor­t­an­ce – being car­ri­ed out in a lar­ge­ly iso­la­ted man­ner, and focus on the mere dis­tri­bu­ti­on of infor­ma­ti­on. ELAI­NE FIVE, the new eCRM soft­ware sui­te of the tech­no­lo­gy pro­vi­der, artegic, over­co­mes the sta­ge of iso­la­ted app­li­ca­ti­ons and pla­ces soci­al net­work mar­ke­ting in a new con­text: custo­mer rela­ti­ons­hips. The inno­va­ti­ve tech­ni­cal and con­cep­tu­al approach focu­ses on peop­le and not on the chan­nel. The objec­tives are the ear­ly iden­ti­fi­ca­ti­on of custo­mer con­tac­ts, the tar­ge­ted con­ver­si­on into lead genera­ti­on as well as the com­pre­hen­si­ve eva­lua­ti­on of the use of infor­ma­ti­on. Anony­mous pro­files, which have not yet been per­so­na­li­sed, are also recor­ded for the first time and intro­du­ced into an eCRM sys­tem. Con­se­quent­ly, the aim is to acqui­re important data for ana­ly­sis and indi­vi­dua­li­sa­ti­on of lead genera­ti­on as ear­ly as pos­si­ble and, thus, increa­se the real-time capa­bi­li­ty and effec­tiveness of CRM mea­su­res in soci­al net­works.

Social networks are becoming an important contact platform with existing and potential customers.

Accord­ing to a recent stu­dy by Niel­sen peop­le all over the world are spen­ding more and more time in soci­al net­works such as Face­book, MyS­pace and Twit­ter. The num­ber of users has also increa­sed by more than 30 per cent sin­ce 2009.

It is no won­der that the signi­fi­can­ce of soci­al media chan­nels as a com­po­nent of online direct mar­ke­ting cam­pai­gns is like­wi­se increa­sing con­stant­ly. This is becau­se dia­lo­gue is desi­red and effec­tive in soci­al net­works. Thus, a U.S. stu­dy has estab­lished that near­ly 60 per cent of the fema­le respondents and 44 per cent of all the male respondents would like to recei­ve pro­duct infor­ma­ti­on via soci­al net­works such as Face­book. (Ander­son Ana­ly­tics: Ame­ri­can Col­le­ge Stu­dents Sur­vey. 2009 Stu­dy.)

It is beco­m­ing all the more important for com­pa­nies to inte­gra­te soci­al media effec­tively into their busi­ness and com­mu­ni­ca­ti­on pro­ces­ses. Up to now, many soci­al media activi­ties have, howe­ver, con­fi­ned them­sel­ves to ent­e­ring the myri­ad net­works in any form whatsoever. A more effi­ci­ent but also, basi­cal­ly, only a mono-direc­tio­n­al method is the exten­si­on of email cam­pai­gns to soci­al net­works. The advan­ta­ge of this is, in par­ti­cu­lar, the ease of using exis­ting cam­pai­gn for­mats and tech­no­lo­gies. Thus, accord­ing to a U.S. stu­dy (Strong­Mail) 69 per cent of the com­pa­nies sur­vey­ed are also, at pre­sent, con­se­quent­ly plan­ning to com­bi­ne email and soci­al media with one ano­t­her. To this end, the tech­no­lo­gy pro­vi­der, artegic, laun­ched the expan­si­on of the ELAI­NE app­li­ca­ti­on to inclu­de func­tions for dis­tri­bu­ting con­tent in ser­vices such as Twit­ter and Face­book as long ago as spring 2009. The capa­bi­li­ty of direct dis­tri­bu­ti­on or indi­rect dis­tri­bu­ti­on via fur­ther recom­men­da­ti­ons (SWYN) of email cam­pai­gn infor­ma­ti­on in soci­al net­works has now been suc­cess­ful­ly com­ple­ted by the second important com­po­nent: fee­ding back con­tac­ts into indi­vi­du­al dia­lo­gue mar­ke­ting.

ELAINE FIVE: from social network visitor to CRM contact

The nucleus of the new app­li­ca­ti­on is the Advan­ced Fin­ger­prin­ting Tech­no­lo­gy which has been deve­lo­ped by artegic. This tech­no­lo­gy allows the iden­ti­fi­ca­ti­on and re-iden­ti­fi­ca­ti­on of inter­net con­tac­ts as well as the anony­mous pro­fi­le crea­ti­on based the­re­on. The­re­fo­re, it should be pos­si­ble to draw con­clu­si­ons regar­ding the use of infor­ma­ti­on, the users’ activi­ty and the pro­li­fe­ra­ti­on of cam­pai­gns.

In addi­ti­on, it is pos­si­ble to direc­t­ly con­nect soci­al net­works, publi­ca­ti­on ser­vices, com­mu­nities, media net­works and book mar­ke­ting ser­vices via soci­al net­work midd­le­wa­re.

Thus, both an anony­mous view of user con­tac­ts and, depen­ding on the net­work, a direct view of fri­ends and/or fol­lo­wers in ELAINE’s eCRM custo­mer manage­ment are pos­si­ble. Depen­ding on the ser­vice, direct messa­ges can also be sent to fri­ends and/or fol­lo­wers and tar­get groups selec­ted from the­se.

The iden­ti­fi­ca­ti­on of chan­nel leaps – for examp­le, by for­war­ding a Twit­ter Tweet to the Face­book pro­fi­le of a user is also important for a com­pre­hen­si­ve eva­lua­ti­on of the user activi­ty and the dis­se­mi­na­ti­on of infor­ma­ti­on. To this end, exten­ded tracking via an inte­gra­ted URL shor­ten­ing ser­vice is also pos­si­ble.

“Soci­al Media is not a noti­ce board, but a con­tact plat­form. What is taking place as public dia­lo­gue must not stop when it is view­ed by spec­ta­tors, but should form the star­ting point for effec­tive lead genera­ti­on,” com­men­ted Ste­fan von Lie­ven, CEO of artegic AG. “Not only does the new ELAI­NE help to con­trol public dia­lo­gue effi­ci­ent­ly, but above all, it helps to con­vert soci­al media con­tac­ts in a tar­ge­ted man­ner into true custo­mer rela­ti­ons­hip manage­ment and an indi­vi­du­al dia­lo­gue.”