The document summarizes how social CRM can be used to gather customer data from social media profiles to build robust customer profiles. It provides an example of a campaign where a company used a Facebook app to collect over 12,000 customer profiles with names, social IDs, likes and more. This data was then used to gain insights, target campaigns more effectively, and create a single customer view across online and offline data.

1. SOCIAL CRM
07/03/2013
Social Media Day Academy

2. SOCIAL MEDIA
Listen Plan Engage Analyze
& Learn & Create & Collaborate & Optimize
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3. CRM
Customer & Prospect View
Campaign
100% Be
Data
Business Management
Relevant
Quality Intelligence
“1 to 1 marketing is about making direct contact with your potential customers on a
relevant moment with a relevant product/service in a relevant place”
Wouter, Online Marketing, Insurances
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4. CONNECT THE DOTS
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6. EXAMPLE OF WHAT’S IN PERMESSO
Basic Information Declared lifestyle information

7. PERMESSO E-MAIL CAMPAIGN
From: Permesso
Subjectline: Waar wonen de Arnauts’en in België?
Où sont les Arnauts’ de Belgique?
Launch date: Monday 25/02/2013

8. PERMESSO APPLICATION

9. ASK AUTHORIZATIONS

10. GIVE SOMETHING FUN

11. 390.935 95%
e-mails sent delivered
372.410 e-mails delivered
36%
29% unique clicks
on opened 10%
opened 38.811 unique clicks
unique clicks
106.905 e-mails opened (unique) on delivered

12. 10% UNIQUE CLICKS ON DELIVERED
38.811 unique clicks 26.839 clicked through
to authorisation request
50% or 13.383 accepted request
Additional traffic via shares 96% accepted all = 12.816 facebook ID’s
4% accepted only basic info (no e-mail & no likes)

13. PROFILE OF THE APP USERS
Additional Bisnode profiling data available

14. 12.816 ID’s
1.165.247 likes

15. WHAT’S A « LIKE »?
Page id
Date of like
Category of like

16. WHAT DID WE COLLECT?
Partnership/customer opportunities

17. WHAT DID WE COLLECT?
Sponsoring/media/competition opportunities
& additional profiling/selection criteria !

18. WE WENT FROM …
Basic Information Declared lifestyle information

19. … TO AN EXTENDED PROFILE
Picture :
Facebook ID : 1021384046
Language : NL (confirmed)
Facebook e-mail address : philippearnauts@yahoo.be (in 70% of cases Permesso e-mail was = Facebook e-mail)
Cookie (if you’d want to …)
Likes (& moment of like) :

20. NO APP? USE AN E-COUPON!
1. Consumer is presented an E-Coupon
offer.
2. Instead of filling a form, he uses
Facebook Login.
3. This allows prefilling the Form.
4. It also makes a link between the
Facebook Profile and an Email
Address.
5. This allows Profile Matching between
Facebook and your CRM.
6. It activates your Facebook Fans and
allows you to segment them on their
likes,
• Form Pre-Fill
• Link between Facebook Profile and CRM
• Facebook Fans Activation
• Clients and Prospects Qualification

21. INCENTIVIZE IDENTIFICATION
Language: NL FR ENG
Easy login Gender: M F
First name: Philippe
Name: Arnauts
Street:
Number:
Box:
Postal Code:
City:
E-mail: Mind the @facebook.com!
Birth date: dd/mm/yyyy
Autocomplete Yes, I would like to receive
Facebook_id
information about company X via e-mail
First_name Submit
Last_name Read our privacy policy
Gender
Locale
Ask an opt-in & link to your privacy policy!
Picture
Timezone
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22. OPTIMIZE DATA CAPTURING
Language: NL FR ENG Optimise form with a quickfill feature if you’d like an address
Gender: M F
First name: Philippe
Name: Arnauts
Postal Code & City:
Street & Number
Box:
E-mail:
Birth date: dd/mm/yyyy
Yes, I would like to receive Yes … a postal address …
information about company X via e-mail if you want to send an invoice or
Submit
want your product to be delivered
Read our privacy policy
you will need it !
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23. CHECK ACCURACY & EXISTENCE
Versus reference population
Language: NL FR ENG
83.000.000 fake profiles (8,7% don’t exist)*
Gender: M F 2,4% non human (even pets are on Facebook)
1,5% spam pages
First name: Philippe Google “wrong birth date in Facebook”
4,8% doubles
Name: Arnauts
Postal Code & City: 1000 Brussel
Street & Number Wetstraat 16
Box: real-time batch
E-mail: philippearnauts@facebook.com
Versus your own CRM system
Birth date: dd/mm/yyyy Same/different e-mail address
Additional contact points
Yes, I would like to receive
…
information about company X via e-mail
Read our privacy policy Submit
* Source : Facebook press release; http://www.standaard.be/artikel/detail.aspx?artikelid=DMF20120802_00245119, 03/08/2012
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24. THESE MEASURES WILL
Increase encoding speed
Decrease form abandon
Facilitate CRM integration
Increase data correctness
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25. CREATE A SINGLE CUSTOMER/PROSPECT VIEW
Offline address E-mail address
Delivery address Social ID
Phone number Cookie, mobile, …
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26. BUSINESS INTELLIGENCE
Transform your data
into actionable insights
“Collecting data is only the beginning, then
someone needs to make sense of it”
Erik, Marketing Director, Publishing
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27. CAMPAIGN MANAGEMENT
Be
Relevant
Get the most out of your
cross-channel
digital direct marketing
campaigns
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28. WHY BISNODE?
We are your
SuperDataMan Technical
Solution provider
+ 35
Legal knowledge
Unique Privacy Years
referentials of experience
Part of the international group
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29. WHAT WE DO
Data Management Solutions
Consultancy Services
Maximise Your Sales
Customer & Prospect View
Campaign
100% Business Management
Be
Relevant
Data
Quality Intelligence
Minimise Your Risk
Identification Credit Value Process
& Qualification Management Optimization
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30. PHILIPPE ARNAUTS
philippe.arnauts@bisnode.be
+32 2 555 97 83
@philippearnauts
linkedin.com/in/philippearnauts
QUESTIONS