Surely you’ve heard by now about the importance of social media data in digital marketing. And you probably have questions such as: Why is it important for my business? What are its advantages? Or how can it improve my customer-centric and CRM strategies?

The key layer of information you need

Information from the social networks may offer extraordinary value, once put at the center of your analytics and customer personalization efforts. Social media profiling information is a key layer of information that greatly improves your CRM, Data Lake, DMP and Marketing Automation segmentation options. It may also be the key to a more personalized customer experience, helping you create a unique customer journey for each user or segment, based on their social media information preferences.

Social data is also a fundamental part of CIAM platforms. CIAM stands for Customer Identity and Access Management Platform; they identify the users registering or signing in to your digital assets, channeling user identification data into you CRM and Data Lake.

These platforms provide social login besides traditional registration forms for users to register into your website, app or landing page; Combined with a Social Media Profiling solution like Xeerpa, these CIAM platforms help you make the most of social login by leveraging all the profile information shared by the users.

Improving your analysis solutions and communications

By having access to your customer’s social data, and combined with the information in the CRM and Data Lake, you get to know them a lot better. Thus you have a wider and more detailed profile of each one of your customers: what they like, places they traveled to, favourite restaurants or brands, personality traits, etc, conveniently summarized in a complete user profile.

Now you can communicate with them more effectively.

From this single user profile, you can easily create segments for specific traits. For instance, if you are a supermarket chain or restaurant and you would like to do a free wine tasting session, you can create segments out of your audience and make an automated marketing campaign, identifying and inviting all and only the users that love wine, and that perhaps live nearby or are most faithful to your brand.

Giving identity to your customers

As you can tell, social data may also be at the centre of your DMP and Marketing Automation strategies too. Data Management Platforms help you build customer segments based on demographic data, browsing behavior, location and more. However DMP data is anonymous, the segments could be more precise and the campaigns more effective if we actually had real identities.

Social at the Core

The latest technologies allow you to match your DMP information to your CRM information whilst keeping the anonymity of the users, so you can now start creating profiles which benefit from social data and all the data you recollect. This turns into a more precise segmentation and also addresses each customer in its own personalized way.

Creating a unique customer experience

As we have seen today, Social data should be at the center of a good customer-focused experience. For instance, it’s clear that it wouldn’t provide the same results targeting people that love sports, or people that only love watching sports, or the ones that actually like practicing sports.

If we were to create an ad campaign for the people in our CRM that love sports we wouldn’t know whether a sports clothing ad would be the correct one. However if we benefit from social data and Xeerpa we can create more precise segments, for example a segment of people that love watching sports and another for the ones that like practicing sports, with completely different messages and creativities.

Social data is an essential ally for your business, allowing you to acquire more useful knowledge of your customers and making it easier to offer them unique and personalized experiences.

Written by Miriam
Miriam is Xeerpa’s Content Creator. On her free time you would find her making photos, theatre and dancing.

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