Social Media and Siebel Loyalty

This chapter describes using Siebel Loyalty with social media. It includes the following topics:

About Siebel Loyalty and Social Media

Siebel CRM Social Media Integration allows Siebel CRM to integrate with social media, such as Facebook and Twitter, using third-party listening platform partners and social aggregators. Siebel CRM Social Media Integration captures social profile data which Siebel Loyalty users can incorporate in programs and promotions designed to build brand affinity and promote customer retention. Specifically, Siebel Loyalty can employ Siebel CRM Social Media Integration functionality to do the following:

Acquire members through social networks
Customers can be encouraged to enroll into promotions by being awarded a joining bonus at the time of enrollment.
To enable the functionality to acquire loyalty members through social networks, you must configure membership schemes for members enrolled on social media platforms.
Define social reward promotions that reward members for actions performed on social channels and that encourage increased user activity.

About Social Rewards Promotions

Loyalty managers can create the following types of social reward promotions:

Promotions that reward loyalty members for their actions on social networks, such as rating or reviewing a product or promotion, or Liking a product or promotion. Members can also be rewarded for entering their location details, or for location-based actions. Knowledge of a customer’s location allows members to be presented with promotions that are specific to that location.
Siebel Loyalty provides Social Action Type attributes and a Location Code attribute to support this functionality. To see an example of creating a reward-referrals promotion for social actions, see Siebel Loyalty Administration Guide.
Promotions that reward members a referral bonus when their friends enroll in promotions on social networks as a result of their recommendations. A promotion action, Reward Referrer, is provided which supports this functionality.
The Reward Referrer action can also be used to assign recurring rewards to the member who received the initial referral bonus for the referred member's ongoing accrual transactions. For an example of creating a reward-referrals promotion to reward members, see Siebel Loyalty Administration Guide.

You can use the existing Siebel Loyalty tier-class and point-type frameworks to create tiers and point types that recognize members’ social influence and other activities on social networks. For example, you can define a point type such as Social Reward, which members can be assigned to reward them for activities on social networks, and you can create tier promotions, for example, Brand Ambassador, Brand Advocate, and so on to recognize members based on their social profile attributes. Members can be assigned a tier status according to the number of Social Reward points accumulated. For information on creating tiers and point types, see Siebel Loyalty Administration Guide.

About Siebel Loyalty Web Services for Social Media

The functionality to reward Siebel Loyalty members for social actions and to acquire loyalty members through social networks is provided by methods of the following Siebel Loyalty Web services:

Enrolling contacts as loyalty members. Using the Siebel CRM Social Media Integration functionality, Siebel contacts can be created for users on social media platforms using only an individual’s social profile information. These Siebel contacts can then be enrolled on a loyalty program using functionality provided by the EnrolContactAsMember method of the LOY Batch Enrollment service. The MemberEnrollment method cannot be used in these circumstances because it requires mandatory inputs, such as Program ID and Product ID, which might not be available for contacts created using social profile data.
Capturing social action data. To capture the actions of loyalty members on social networking sites so that members can be assigned rewards for those actions, the ProcessSocialActionTxn method of the LOY Accrual Service is used.
The ProcessSocialActionTxn method captures the social action details of loyalty members and creates Siebel Loyalty transactions which can be used to reward members or update attributes.
Rewarding members with a referral bonus when their friends enroll in promotions. To enroll members into a promotion and reward the member who referred them, the PromotionEnrolmentForSMS method of the LOY Member Service is implemented.
The PromotionEnrolmentForSMS method is used to enroll the member onto the promotion, award the member a promotion enrollment bonus, and assign a referral bonus to the referrer.

For detailed information on each of the Web services and operations described in this topic, see Siebel CRM Web Services Reference.