Using Your CRM Data on Facebook and Twitter

Transcription

1 Supplemental Document 5 Using Your CRM Data on Facebook and Twitter

2 Your CRM Data Both Facebook and Twitter empower you to use your existing CRM data to target customers and prospects on these social networks. Facebook and Twitter s platforms allow you to easily input information like phone numbers and addresses to target specific individuals on the social networks they spend the most time on. 2

3 Your CRM Data First, you identify the segments of customers you d like to talk to within your customer database. These segments should be based on the defining features that align with your sales goals. For example One segment may be a list of customers nearing the end of their manufacturer s warranty term that might be interested in an extension offer. Another segment may be a list of customers with a certain model year vehicle that you want to target for buyback and trade-in offers. You can create a list for each discrete group and goal. Next, upload the identifying information you have for your segments. The information on your list will be hashed meaning the data will be formatted so it can be properly interpreted by the platforms ad systems before being sent to Facebook or Twitter. The system will match the hashes the formatted and anonymized data that is sourced and translated from your customer list against Facebook and Twitter s active users. From this, the systems will build an audience segment in your account with everyone that matches your list for you to target. You ll be able to overlay standard targeting to refine your audience and reach an even more precise group. Now, in addition to finding the types of people you want to reach on Facebook and Twitter as a whole, you can finely target segments of specific people based on your own customer lists. CRM Data Upload Your Data ( or phone numbers) Upload Hashed Data Matches/Custom Audience 3

4 CRM Data on Facebook Facebook Instructions 1 The Custom Audiences feature makes it easy to target specific customers or prospects with ads at scale. It allows you to: Match your customer list against Facebook users in a secure and private way. ( match rates are typically between 40% to 60%.) Use your customer list together with Facebook standard targeting features, such as demographics and location, to reach highly engaged customers. Step 1: Download your ad account in Power Editor audiences, you can choose to split your contacts up and create separate Custom Audiences. Step 3: Prepare and upload your lists Gather your lists together in a CSV or TXT format, or upload a list directly from your MailChimp account. Virtually all CRM or marketing systems provide a simple export tool that will create a list in a CSV or TXT format with a single click. Each contact identifier must be separated by a new line or carriage return. The identifier can be an address or phone number, formatted as follows: Make sure you have Power Editor installed or learn how to install Power Editor. In Power Editor, log in as an administrator of the ad account, click the Download button in the top right corner and select All My Accounts. Then, click Download again. Step 2: Design your audience Once you ve created a Custom Audience, all those contacts will stay together as a single group or target audience. If you want to further customize your targeting Note: Each list you upload must only contain one type of identifier. If you want to create a Custom Audience based on s and phone numbers, you will need to upload each list of identifiers separately. 4

5 CRM Data on Facebook (cont.)... Step 4: Create your Custom Audience Step 5: Using your Custom Audience for ad targeting 1. Target your Custom Audience with an ad Click Create Audience on the Audiences tab in Power Editor. Enter a unique name for your Custom Audience. Select which type of identifiers either the or phone number your list contains. Click Choose File to upload your list and then click Create to finish. Power Editor will begin uploading your list to Facebook and you will see the progress bar moving. Depending on the size and complexity of your list, it may take up to one hour for your custom list to be available for targeting, but the process generally completes more quickly. While your list is being processed, the status of your Custom Audience will be listed as waiting. Click Check Updates to refresh the status. When the processing is complete, the status of your custom list will change to Ready. In Power Editor, first make sure you are working with an updated version of your account and audiences. To do this, click Check Updates or re-download the ad account that contains your Custom Audience. You should consider updating and re-downloading the list on a recurring basis (weekly or monthly, for example) so the system can target using your latest and most complete customer database. If you regularly capture high quantities of customer leads into your CRM system, consider updating the list more frequently. 5

6 CRM Data on Facebook (cont.)... Click Create Ad using Audience, in the Custom Audiences tab. Select the campaign that you want your new ad to be a part of, such as Spring Lease Deals. Enter your ad details and schedule the ad to run as you would for any other ad. Your new Custom Audience will now be targeted by the new ad. 2. Exclude a Custom Audience from your ad targeting. Custom Audiences can also be used to specify people that should not see an ad. You can use this feature to manage a marketing opt-out list or to exclude your current customers from an acquisition campaign. Use the Custom Audiences fields among your ad targeting options to exclude audiences from your targeting Note: if you exclude an audience from your ad targeting, this will override any other include targeting that you created. You can also add Facebook standard targeting, such as demographics and location, to reach highly engaged customers. 6

7 CRM Data on Twitter Twitter Instructions 2 You can create a Tailored Audience using Twitter s Campaign Dashboard. 1. First, log in to your ad account at ads.twitter.com. You will need to enter a valid credit card in order to see and make use of most of the features. 2. Click Audience Manager under Tools. Audience Manager is a neat tool that Twitter recently introduced. It is similar to Facebook s Saved Audiences. Once you create an audience list using this tool, you can re-use the same targeting option each time you create ads, saving a lot of your time in ad setup. 5. Next, choose an appropriate data type, depending on the kind of data you have. The most common data type is a list of addresses you ve collected and stored in your CRM database. Note: If you re going to use a customer list and want to upload it as a file, it must be a CSV Excel file with a single column of data and no heading, or a TXT file with the same. 6. Upload your data file. Note: DO NOT tick the checkbox below it, so Twitter will rehash the data after you upload it; this will increase the security of the data that you re uploading onto Twitter. 7. Go ahead and click on Create list audience to complete the setup. 3. Once you re there, click on Create new list audience. 4. Choose an intuitive name that tells you about the audience you create, such as Winter maintenance offer. 7

8 Wrap-Up Wrap-Up The ability to import existing, verified and valuable customer data from other channels into your social media advertising is an incredibly powerful tool at your disposal. Now, not only can you reach prospects and individuals that meet your target customer profile, you can also reach the exact individuals within your database on social media. This highly personalized and segmented targeting tactic eliminates a significant percentage of waste in the advertising process, ensuring that your dealership is reaching only the individuals most likely to be receptive to the message or offer you are delivering. Furthermore, utilizing CRM data in your social advertising efforts helps close the loop between your disparate marketing channels and tactics, creating a more cohesive and connected marketing practice for your dealership. 8

9 Social Vendors If you would like help with your social media efforts reach out to our preferred vendors. TM (855) (866) Feel free to with any questions. To see all supplemental documents, please visit: (888) And please remember to submit all Social Media ads for DMA compliance pre-approval prior to posting. (877) Federal Trade Commission s Guides Concerning the Use of Endorsements and Testimonials require prominent disclosures whenever reviews are incentivized in some way. Please consult your lawyers to understand your obligations under the FTC Act. 9