“Who of our Facebook fans are our customers?", “How can we integrate Facebook data with our customer insights data warehouse?“. We have the answers and a five step process to solve these challenges.

1. 5 Steps to Success
-
How to Integrate Facebook Data

2. Best Practice: Facebook fan loyalty
Closed loop coupon distribution
and
campaign controlling solution

3. 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.

4. The Mission:
• Build the first integrated enterprise level
Facebook couponing campaing mgmt.
solution.
• Motto: now it s time to ”like back!”

5. The team

6. 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

7. 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”?

8. About AIC Group
Founded
1999
Holder
Privately held
Headquarter
Lüneburg (Hamburg), Germany
Lüneburg (Hamburg), Germany
Competence
Software Development & Consulting
Software
ai.suite® - Enterprise Marketing Automation
Consulting
Customer- and Business Intelligence
References
Retail, Banking, Insurance, Telco, Non Profit

9. Closed Loop Campaign Management
6 1
Efficieny Measurement Strategy & Planning
ROI-Measurement Compilation of a campaign plan
Market Research & high-level concept
Campaign Reporting
Profile Business 2
5 ResponseAnalyse Plan
Intelligence Analysis & Segmentation
Response Management
Identify relevant internal and external
Offline/Online Response Management
Target Group potential
Duplicate & Validation Management
Execute
Channel
4 3
Campaign Execution Campaign Design
Supply of Address Data Definition of Master Data, Channels,
Channel Communication, Levels and Business Rules,
Campaign Delivery Assignment of the Address Structure

10. Segmentation
MSTR DWH-based Social Graph-based
 Dynamic qualification of  The segmentation is based on
customer segments by: Objects and Attributes of the
 Attribute Elements and Social Graph
Attribute Qualifications  Can be extended to also use
 Data Mining scores DWH Attributes & Metrics
 Application of filters
 Rule-based (on the fly), only
 Application of metrics
rules are defined in the
 Segmentation can be easily ai.suite
extended with new
characteristics  These rules can be defined
along the insights gained from
 external sources can be Wisdom
integrated
 Pre-calculated Target Group
 Size of Segments / Target using the standard
Groups is calculated on the fly mechanisms

11. Offer Definition
Product or Product Category
Metadata, such as:
- Name
- Description
- Price
- Image
- etc. Conditions Availability
Discount Type
Validity
Response Elements / Codes Geography etc.
Y35JB

12. Now we want to use Facebook as
a new channel for our
Campaigns…

13. The mission
Seamlessly 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

14. Architecture
Use
Publish
Facebook App ai.suite
Segment
Use
MSTR BI
Get Token
Facebook
API Enrich DWH

15. The solution
Create 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

16. Use Case
Now we want to use Facebook as a new
channel for our Campaigns…

17. 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

18. 5 Steps to Success
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!

25. 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

26. Contact Info: AIC Group
Tobias Müller
Project Manager BI / CRM
+49 4131 40052-30
tobias.mueller@aicgroup.de
https://twitter.com/aicgroup_de
https://www.facebook.com/AICGroupGmbH