technology provider Neolane announced enhancements to Neolane Social Marketing, an application in Neolane's marketing technology platform. Now marketers can take advantage of Facebook's Open Graph to obtain real-time customer
information and integrate it directly into their marketing database. These unique capabilities allow brands to glean greater insight into consumer interests and behaviors that can power more personalized experiences across the full range of marketing channels. Facebook Open Graph allows its users to tell a story about their lives through the applications they use.
The ability to use Open Graph data extends Neolane's Social, Local and Mobile (SoLoMo) marketing capabilities, which allow brands to engage connected consumers with real-time, location-based offers consistently across a growing spectrum of channels and devices. Neolane is the only cross-channel marketing solution currently able to use Open Graph data to improve one-to-one, personalized communications through integration with its marketing datamart.
By transparently collecting users' actions on Facebook (i.e., music listened to, videos viewed, articles shared and check-ins made) through social opt-in, via Facebook Connect or Facebook applications, brands can provide their customers and prospects with more targeted offers and tailored experiences based on improved understanding of their needs and behaviors.
"Each month through Facebook applications, 25 million people share their music preferences, 16 million share videos they have viewed, and 30 million share the articles they have read. However, many marketers are still unable to integrate this data into their existing marketing systems to improve customer communications," said Stephane Dehoche, president and CEO, Neolane. "This customer and prospect data is a tremendous, untapped asset that marketers can't afford to ignore. By collecting users' actions through Open Graph, Neolane allows marketers to utilize this real-time information to deliver personalized cross-channel experiences that increase sales and build loyalty."
Adding Value to Marketing Campaigns
To better understand how this process works, consider the following example: "Brand X" offers its mobile application users the ability to receive geolocalized deals as a function of their check-ins on Facebook. To enable this feature, users have to opt-in with a "Facebook Login" that allows the mobile app to gather their geolocation. This also allows the app to gather additional information on the user like age, gender and email.
After that, every time a user checks-in on Facebook, Neolane is notified and is able to push a fully personalized offer through "Brand X's" mobile application. Additionally, "Brand X" can also send personalized emails. As a result, "Brand X" immediately has a more tailored line of communications to the user. Moving forward, message content can be personalized to the individual, with specific messaging reactions easily gathered and measured by "Brand X." (continued...)