eCRM agency Underwired Amaze has launched a Social CRM (sCRM) tool for integrating Facebook functionality with segmented email campaigns and eCRM programmes.
The Underwired sCRM tool leverages the Facebook API to take advocacy-based segmentation to a brand new level of sophistication.
Until recently driving traffic to Facebook pages was the equivalent to old-style viral or word of mouth marketing, using it as a venue for people to engage with a brand.
The evaluation of a campaign’s success was based on inference rather than end-to-end tracking – indicated by click-through rates, sentiment scores, mentions, ‘likes’ or Facebook transactions.
Underwired claims that until now there has been no simple way of linking prompted Facebook activity to an individual customer’s record.
The new Underwired sCRM tool allows address-level tracking, bringing relevant data back into the eCRM database.
The tool enables brands to capture social data, including an individual’s clicks on ‘like’ and ‘share’ buttons, external links and video content (including how long they watch it for), photo uploads and content shared with friends.
For example, this means that customers who don’t spend much but have huge social influence can be identified and messaged appropriately, leveraging their real value. For the first time marketers can add an Advocacy dimension to their segmentation.
Felix Velarde, Managing Director at Underwired Amaze, commented, “Making address-level tracking a reality solves an epic challenge for digital marketers, allowing them to pinpoint exactly who is doing what in their brand’s social channels and identify – and properly target – their most active brand advocates.
“Social behavioural insight will be critical for marketers in 2011. By building Underwired sCRM into Underwired’s four week audit process, we can now include Facebook as an intrinsic part of a brand’s eCRM and email marketing campaigns. It means we can remove the final remaining blind spots that currently exist in tracking ROI for online campaigns.”