6Social Media and Siebel Marketing
Social Media and Siebel Marketing
This chapter describes using Siebel Marketing with social media. It includes the following topics:
About Using Siebel Marketing with Social Media
Siebel Marketing provides functionality that allows you to use social media channels to complement and enhance your marketing campaigns. There are two aspects to this functionality:
Siebel Marketing can be integrated with social relationship management systems using the Social Media Service Web service. Using the Social Media Service, you can:
Capture leads for a campaign based on an individual’s social interactions.
Capture social media post data for the new lead and save it in Siebel Marketing.
Make Siebel Marketing campaigns available to external social relationship management systems.
Social media channels can also be integrated into marketing campaigns. When defining email treatments, Social Sharing URLs can be embedded in the email treatment. Customers targeted for the email campaign can share the URL with their social networks directly from the email offer.
About Creating Marketing Leads from Social Media Data
You can integrate Siebel Marketing with social relationship management systems using the Social Media Service business service. This business service provides the following methods that enable you to capture leads for a campaign from information provided by individuals on social platforms:
Get Campaigns Method
Use the Get Campaigns method to retrieve campaigns defined in Siebel Marketing. You can use the Get Campaigns method to return a campaign with a specific name or code, or campaigns with specified start or end dates. You can then associate the campaign with online surveys or forms created in the social relationship management system, which allows leads created from the survey or form data to be associated with the campaign.
Create Lead Method
Use the Create Lead method to create leads in Siebel Marketing from information gathered by social relationship management systems from social posts, social forms, and other social interactions. If social post information is available for a lead, then it can also be saved in Siebel Marketing.
When a lead is created using data about an individual derived from social networking sites, the Create Lead method does the following:
Checks whether a contact already exists for the individual in Siebel Marketing by matching the attributes First Name, Last Name, Cellular Phone #, Work Phone, Fax Phone, and email address. If a Siebel contact record does not already exist, then it is created.
Checks whether a social media profile already exists for the contact in Siebel Marketing by matching the attributes Author name, Author link, and Community. If a social media profile does not exist for the contact, then it is created. Social media profile information can be viewed by navigating to the Contacts tab, selecting the new contact from the Contacts list, then selecting the Social Profile tab.
Checks whether a lead already exists for the contact based on the attributes passed from the social relationship management system. If a lead does not already exist for the contact, then it is created.
If social post information is passed from the social relationship management system for the new lead, then this data is stored in Siebel Marketing. This information can be viewed by navigating to the Leads tab, selecting the new lead, then selecting the Social Media tab.
Two integration objects are provided for use with the Create Lead method as follows:
Mktg SM Personal Address IO
This integration object provides the field mappings necessary to create an address for the new lead. The address is assigned to the contact who is associated with the new lead.
Mktg Social Data IO
This integration object provides the field mappings necessary to allow social post data for a new lead to be stored in Siebel CRM. This integration object allows the relationship between leads and their social media post data to be managed in Siebel CRM.
For information on using these methods with the GetCampaign Web service and the CreateLead Web service, see Siebel CRM Web Services Reference.