Version 1 Release 1 November IBM Social Marketing Solution Pack User's Guide IBM

Transcription

1 Version 1 Release 1 November 2015 IBM Social Marketing Solution Pack User's Guide IBM

2 Note Before using this information and the product it supports, read the information in Notices on page 7. This edition applies to version 1, release 1, modification 0 of IBM Social Marketing Solution Pack and to all subsequent releases and modifications until otherwise indicated in new editions. Copyright IBM Corporation 2015, US Government Users Restricted Rights Use, duplication or disclosure restricted by GSA ADP Schedule Contract with IBM Corp.

3 Contents IBM Social Marketing Solution Pack overview Configuring the IBM Social Marketing Solution Pack for Facebook page broadcasts Configuring the IBM Social Marketing Solution Pack for Twitter broadcasts Configuring your social network offer templates in Campaign Configuring Campaign for your social network broadcasts Notices Trademarks Privacy Policy and Terms of Use Considerations.. 9 Copyright IBM Corp. 2015, 2015 iii

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5 IBM Social Marketing Solution Pack overview The IBM Social Marketing Solution Pack allows you to connect to your customers through Facebook and Twitter to deliver content and offers. A Facebook page broadcast allows you to push messages and offers to your Facebook Business Page. These offers and messages are visible to users who like your page and to users' friends if the user likes the content. Similarly, you can use a Twitter broadcast to post a tweet that appears in the feeds of your Twitter followers. They can then retweet those messages to their own followers. Offer broadcasting is triggered by a Campaign flowchart. The flowchart can be configured to execute at a specific time, allowing you to schedule updates in advance or synchronize updates across multiple pages or platforms. Configuring the IBM Social Marketing Solution Pack for Facebook page broadcasts IBM Social Marketing Solution Pack is able to broadcast certain Campaign offers to a Facebook page. A Campaign flowchart determines which offers should be broadcasted, writes the offer content to a text file using a MailList, and then triggers a batch file that posts to a Facebook page through the Facebook API. Modifying a Facebook page with the API requires an access token, which must be provided in the IBM Social Marketing Solution Pack configuration. About this task The IBM Social Marketing Solution Pack requires either a user access token or a page access token in order to broadcast updates to a Facebook page. A user access token can be used to manage all pages owned by that user, but it expires in two months and must be manually updated. A page access token does not expire, but it only applies to a single page. Procedure 1. Create a Facebook Business Manager Account and Business Page. a. Go to b. Click Add New > Page to add a page with your page name and page category. c. Click Create Page. To view your Facebook Business page, click Business Settings > Pages. 2. Create a simple Facebook application. a. Go to b. Click My Apps > Add a New App > Website. c. Choose a name for the App. d. Click Create New Facebook App Id. e. Select Category > Apps For Pages. f. Click Create App Id. Copyright IBM Corp. 2015,

6 g. Click Skip Quick Start. 3. Create a new short-term Facebook user access token. a. From click Tools & Support > Graph API Explorer. b. Use the Application drop-down menu in the upper right area to select the Facebook application that was created in the previous step. c. Click the version number in the Graph API query and select v2.4. d. Click Get Token, and select Get User Access Token. A new Select Permissions menu will appear. e. Click Extended Permissions. f. Select manage_pages and publish_pages. g. Click Get Access Token. h. If necessary, click Okay on any permission window that appears. Note: This access token expires within an hour or two. 4. Create a long-term token. a. Click Tools & Support > Access Token Tool. b. Find the access token for the application that was created in step 1. c. Next to the User Token for the application, click Debug. d. Click Extend Access Token. e. Facebook displays the new long-lived access token. Make a note of both the access token and your numeric Facebook ID for the next step. Note: This user access token can be copied into FB_AccessToken.txt and used with IBM Social Marketing Solution Pack, but it expires within two months. If you choose to use it, be sure to repeat the Extend Access Token step and update the FB_AccessToken.txt file with the refreshed token. The token may not be the same after it is extended. 5. Optional: Obtain a non-expiring page access token for a single Facebook page. a. Go to Id]/ accounts?access_token=[facebook Long-Term Access Token]. The page contains JSON stored page data for each page available to the user. b. Find the name of the application that was created in step 1. c. Find the related Facebook page access token. d. Copy the access token for that application to FB_AccessToken.txt in your directory. Unlike the user access token from step 3, this page access token has no expiration date. Results The access token in FB_AccessToken.txt is used whenever a message is pushed to a Facebook page. Configuring the IBM Social Marketing Solution Pack for Twitter broadcasts The IBM Social Marketing Solution Pack is able to publish certain Campaign offers to Twitter. Before this is possible, the utility must be configured to work with the business manager's Twitter account. 2 IBM Social Marketing Solution Pack User's Guide

7 About this task Several keys and access tokens are required in order to use the Twitter API. These can be obtained through Twitter's website. Procedure Create a Twitter app. 1. Go to 2. Click Create New App. 3. Enter business specific values for required fields such as name, description, and URL. 4. Click Create your Twitter application. 5. Click Permissions tab. 6. Click Read, Write, and Access direct messages. 7. Click Update Settings 8. Click Keys and Access Tokens Make note of the following information in the Permissions tab. These values must be recorded to twitter4j.properties in your Social Marketing Solution Pack directory. v Consumer Key v Consumer Secret v Access Token v Access Token Secret Results These values are used whenever a tweet is published through the Twitter API. Configuring your social network offer templates in Campaign IBM Campaign offers are used to store content that will be published to Facebook or Twitter. The offers must adhere to a specific template. The offer template for social marketing offers should be constructed in the following format. The most important fields are OfferMessage, ImageURL, FBPageBroadcast, TWBroadcast, and FBPageNameList. The other fields are deprecated, but should still be included with No values. If FBPageBroadcast and TWBroadcast are both set to Yes, the offer content is posted to Facebook and Twitter simultaneously. Table 1. Social network offer template format Offer template fields OfferMessage FBPageNameList ImageURL Description The offer to be posted to Facebook or Twitter Comma separated list of Facebook pages to post messages. Note: The business user must own the page. URL of the image to include with the offer. Text field. IBM Social Marketing Solution Pack overview 3

8 Table 1. Social network offer template format (continued) Offer template fields FBWallBroadcast FBPageBroadcast FBPersonalized TWBroadcast TWPersonalizedDM Description Deprecated. Facebook favors the use of business users and pages for business purposes, rather than personal accounts. This field should have the value: No. Post to Facebook business page wall. Yes/No field. Deprecated. Sending direct, personalized messages to a Facebook user through the Facebook API is no longer possible. This field should have the value: No. Post to business user Twitter Feed. Yes/No field. Deprecated. Sending automated direct messages to Twitter users conflicts with Twitter's current spamming policy. This field should have the value: No. Example social network offer template Table 2. Example social network offer template Parameterized attributes (offer message) Value OfferMessage Get great discounts when you like us! FBPageNameList ACINU MBI Image URL NULL FBWallBroadcast No FBPageBroadcast Yes FBPersonalized No TWBroadcast Yes TWPersonalizedTweet No TWPersonalizedDM No Configuring Campaign for your social network broadcasts The IBM Social Marketing Solution Pack uses Campaign flowcharts to manage the scheduling and execution of social network pushes. When the flowchart runs, it writes offer content and delivers instructions to an output text file, and then triggers a batch or shell file. That batch or shell file then passes that information to a Java program which interacts with the Facebook and/or Twitter API to publish the content. About this task Like all Campaign flowcharts, this process can be prepared in advance and then scheduled to run at a certain time, allowing you to plan and synchronize future updates to your Facebook page or Twitter account. 4 IBM Social Marketing Solution Pack User's Guide

9 Procedure 1. Configure the settings for the IBM Social Marketing Solution Pack on the Campaign server for the personalization of your business needs. Table 3. Contents of IBM Social Marketing Solution Pack Directory Contents of the IBM Social Marketing Solution Pack Directory FB_AccessToken.txt Twitter4j.properties SocialNetworkChannel.jar SocialNetworkChannel.bat SocialNetworkChannel.sh Input_data.txt Description Stores the Facebook access token Stores Twitter application details Java application for posting to Facebook and Twitter Runs the Java application on Windows servers Runs the Java application on UNIX servers Input to the Campaign flowchart a. Find the home directory for Campaign installed on the server %CAMPAIGN_HOME%. For example: C:\Unica\Campaign\. b. Place the folder from the IBM Social Marketing Solution Pack in the %CAMPAIGN_HOME%\partitions\partition1 directory. c. For Facebook, update FB_AccessToken.txt with the Facebook access token generated earlier. For Twitter, update twitter4j.properties with the Consumer Key, Consumer Secret, Access Token, and Access Token Secret generated earlier. d. Update the batch file for Windows, or the shell file for UNIX systems with the correct paths. The cd command should have the path to the directory. The JAVA command should have <JAVA installation path>/bin/java. e. Update input_data.txt with the Business Manager s information for Facebook or the user's Twitter ID. In most cases, you will only need a single row of data. A database table can be used instead of this file. The input must contain four columns. v CUST_ID v CUST_NAME v FB_ID v TWITTER_ID This file is tab delimited. FB_ID is only required if you post to a Facebook page, and TWITTER_ID is only required if you post to a Twitter feed. CUST_ID (numeric) and CUST_NAME are required for segmentation, but do not need to correspond to any particular value. 2. Configure the flowchart Campaign broadcast on Facebook or Twitter. a. Create a select process box. In the process configuration, select information from the input_data.txt file. v In the Input drop-down menu on the Source tab, select Tables > New Table. v Select Base Record Table, and click Next. v Select Map to Existing File, and click Next. IBM Social Marketing Solution Pack overview 5

10 v Select Delimited File. Then browse to the location of input_data.txt in your Social Marketing Solution Pack directory. v Use the default values for the next two steps. Then choose the Customer audience level and map it to the CUST_ID field. v Click through the remaining steps. Then click Finish. b. Create a segment process box. In the process configuration, create a segment for each offer you intend to dispatch and ensure that your business manager's information from input_data.txt is assigned to all of them. c. If this is your first time using the IBM Social Marketing Solution Pack, you must create a trigger definition for your batch or shell file. v When you edit the flowchart, select Options > Stored Triggers. v Click New Item. v Assign the trigger a name, a security policy, and (optionally) a description. v Below the Command field, click Browse and navigate to <Social Marketing Solution Pack directory>/bin and select either SocialMarketingSolutionPack.bat or SocialMarketingSolutionBack.sh, depending on your operating system. v If you would like the process to by synchronous, and a question mark (?) to the end of the command. Otherwise, it will be asynchronous. v Save the trigger and close the window. d. Create a MailList process box in the sequence after the segment process box. Open the process configuration. In the MailList Fulfillment tab, select the relevant cell or cells as input, and enable export to <Social_Marketing_Solution_Pack directory>/output.txt as a tab-delimited file. Also, check the Send Trigger(s) checkbox and select your trigger in the dropdown menu. See the following steps for more details. e. Click MailList Treatment Tab, and assign an offer to each segment. f. In the MailList Parameters tab, you can override any of the offer parameters, if necessary. A value of Yes in the FBPageBroadcast tab means that the offer will be dispatched to Facebook. A value of Yes in the TWBroadcast tab means that the offer will be dispatched to Twitter. g. In the MailList Personalization Tab, mark all offer fields and input_data fields for export. 3. Additional flowchart considerations: a. If you have multiple MailLists, they should be executed one after another. This dependency can be established by introducing dotted connections between MailList. b. The first MailList in the order should replace all records in the output file. c. The rest of the MailList should append to the existing output file. d. The number and order of the parameters that are exported to output file should be exactly same in all MailLists. e. Since only one trigger is present, it should be started from either the last MailList in order or as a master trigger of the flowchart. Results When the flowchart runs, all relevant offers are dispatched to Facebook and/or Twitter immediately. 6 IBM Social Marketing Solution Pack User's Guide

11 Notices This information was developed for products and services offered in the U.S.A. IBM may not offer the products, services, or features discussed in this document in other countries. Consult your local IBM representative for information on the products and services currently available in your area. Any reference to an IBM product, program, or service is not intended to state or imply that only that IBM product, program, or service may be used. Any functionally equivalent product, program, or service that does not infringe any IBM intellectual property right may be used instead. However, it is the user's responsibility to evaluate and verify the operation of any non-ibm product, program, or service. IBM may have patents or pending patent applications covering subject matter described in this document. The furnishing of this document does not grant you any license to these patents. You can send license inquiries, in writing, to: IBM Director of Licensing IBM Corporation North Castle Drive Armonk, NY U.S.A. For license inquiries regarding double-byte (DBCS) information, contact the IBM Intellectual Property Department in your country or send inquiries, in writing, to: Intellectual Property Licensing Legal and Intellectual Property Law IBM Japan, Ltd , Nihonbashi-Hakozakicho, Chuo-ku Tokyo , Japan The following paragraph does not apply to the United Kingdom or any other country where such provisions are inconsistent with local law: INTERNATIONAL BUSINESS MACHINES CORPORATION PROVIDES THIS PUBLICATION "AS IS" WITHOUT WARRANTY OF ANY KIND, EITHER EXPRESS OR IMPLIED, INCLUDING, BUT NOT LIMITED TO, THE IMPLIED WARRANTIES OF NON-INFRINGEMENT, MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. Some states do not allow disclaimer of express or implied warranties in certain transactions, therefore, this statement may not apply to you. This information could include technical inaccuracies or typographical errors. Changes are periodically made to the information herein; these changes will be incorporated in new editions of the publication. IBM may make improvements and/or changes in the product(s) and/or the program(s) described in this publication at any time without notice. Any references in this information to non-ibm Web sites are provided for convenience only and do not in any manner serve as an endorsement of those Web sites. The materials at those Web sites are not part of the materials for this IBM product and use of those Web sites is at your own risk. Copyright IBM Corp. 2015,

12 IBM may use or distribute any of the information you supply in any way it believes appropriate without incurring any obligation to you. Licensees of this program who wish to have information about it for the purpose of enabling: (i) the exchange of information between independently created programs and other programs (including this one) and (ii) the mutual use of the information which has been exchanged, should contact: IBM Corporation B1WA LKG1 550 King Street Littleton, MA U.S.A. Such information may be available, subject to appropriate terms and conditions, including in some cases, payment of a fee. The licensed program described in this document and all licensed material available for it are provided by IBM under terms of the IBM Customer Agreement, IBM International Program License Agreement or any equivalent agreement between us. Any performance data contained herein was determined in a controlled environment. Therefore, the results obtained in other operating environments may vary significantly. Some measurements may have been made on development-level systems and there is no guarantee that these measurements will be the same on generally available systems. Furthermore, some measurements may have been estimated through extrapolation. Actual results may vary. Users of this document should verify the applicable data for their specific environment. Information concerning non-ibm products was obtained from the suppliers of those products, their published announcements or other publicly available sources. IBM has not tested those products and cannot confirm the accuracy of performance, compatibility or any other claims related to non-ibm products. Questions on the capabilities of non-ibm products should be addressed to the suppliers of those products. All statements regarding IBM's future direction or intent are subject to change or withdrawal without notice, and represent goals and objectives only. All IBM prices shown are IBM's suggested retail prices, are current and are subject to change without notice. Dealer prices may vary. This information contains examples of data and reports used in daily business operations. To illustrate them as completely as possible, the examples include the names of individuals, companies, brands, and products. All of these names are fictitious and any similarity to the names and addresses used by an actual business enterprise is entirely coincidental. COPYRIGHT LICENSE: This information contains sample application programs in source language, which illustrate programming techniques on various operating platforms. You may copy, modify, and distribute these sample programs in any form without payment to IBM, for the purposes of developing, using, marketing or distributing application programs conforming to the application programming interface for the operating 8 IBM Social Marketing Solution Pack User's Guide

13 platform for which the sample programs are written. These examples have not been thoroughly tested under all conditions. IBM, therefore, cannot guarantee or imply reliability, serviceability, or function of these programs. The sample programs are provided "AS IS", without warranty of any kind. IBM shall not be liable for any damages arising out of your use of the sample programs. If you are viewing this information softcopy, the photographs and color illustrations may not appear. Trademarks IBM, the IBM logo, and ibm.com are trademarks or registered trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at "Copyright and trademark information" at Privacy Policy and Terms of Use Considerations IBM Software products, including software as a service solutions, ("Software Offerings") may use cookies or other technologies to collect product usage information, to help improve the end user experience, to tailor interactions with the end user or for other purposes. A cookie is a piece of data that a web site can send to your browser, which may then be stored on your computer as a tag that identifies your computer. In many cases, no personal information is collected by these cookies. If a Software Offering you are using enables you to collect personal information through cookies and similar technologies, we inform you about the specifics below. Depending upon the configurations deployed, this Software Offering may use session and persistent cookies that collect each user's user name, and other personal information for purposes of session management, enhanced user usability, or other usage tracking or functional purposes. These cookies can be disabled, but disabling them will also eliminate the functionality they enable. Various jurisdictions regulate the collection of personal information through cookies and similar technologies. If the configurations deployed for this Software Offering provide you as customer the ability to collect personal information from end users via cookies and other technologies, you should seek your own legal advice about any laws applicable to such data collection, including any requirements for providing notice and consent where appropriate. IBM requires that Clients (1) provide a clear and conspicuous link to Customer's website terms of use (e.g. privacy policy) which includes a link to IBM's and Client's data collection and use practices, (2) notify that cookies and clear gifs/web beacons are being placed on the visitor's computer by IBM on the Client's behalf along with an explanation of the purpose of such technology, and (3) to the extent required by law, obtain consent from website visitors prior to the placement of cookies and clear gifs/web beacons placed by Client or IBM on Client's behalf on website visitor's devices For more information about the use of various technologies, including cookies, for these purposes, See IBM's Online Privacy Statement at: privacy/details/us/en section entitled "Cookies, Web Beacons and Other Technologies." Notices 9

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