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.”