neolane v6.1 - neolane social marketing - adobe managing social networks(neolane social marketing)...

Neolane Social MarketingNeolane v6.1

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Version number : 8132

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Neolane v6.1 - Neolane Social Marketing

Chapter 1. Presenting Neolane Social Marketing . . . . . . . . . . . . 5

Chapter 2. Configuration . . . . . . . . . . . . . . . . . . . . . . 7

Starting workflows . . . . . . . . . . . . . . . . . . . . . . . . . 7Publishing on Facebook . . . . . . . . . . . . . . . . . . . . . . . 9

Prerequisites . . . . . . . . . . . . . . . . . . . . . . . . . . 9Creating a test Facebook page . . . . . . . . . . . . . . . . . . . . 9Creating a Facebook application . . . . . . . . . . . . . . . . . . 10Delegating write access to Neolane . . . . . . . . . . . . . . . . . 11Synchronizing Facebook pages . . . . . . . . . . . . . . . . . . . 15

Creating a Facebook application . . . . . . . . . . . . . . . . . . . 15Configuring external accounts . . . . . . . . . . . . . . . . . . . 16Entering the Terms of service and Privacy policy links . . . . . . . . . . 19Creating a Facebook type web application . . . . . . . . . . . . . . . 20Configuring Facebook tabs . . . . . . . . . . . . . . . . . . . . . 23

Publishing on Twitter . . . . . . . . . . . . . . . . . . . . . . . . 24Prerequisites . . . . . . . . . . . . . . . . . . . . . . . . . . 24Creating a test account on Twitter . . . . . . . . . . . . . . . . . . 25Creating an application on Twitter . . . . . . . . . . . . . . . . . . 25Delegating write access to Neolane . . . . . . . . . . . . . . . . . 26Synchronizing Twitter accounts . . . . . . . . . . . . . . . . . . . 31

Chapter 3. Publishing on Facebook and Twitter . . . . . . . . . . . . . 33

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . 33Publishing on Facebook . . . . . . . . . . . . . . . . . . . . . . . 34

Limitations . . . . . . . . . . . . . . . . . . . . . . . . . . . 34Creating the delivery . . . . . . . . . . . . . . . . . . . . . . . 34Selecting the main target . . . . . . . . . . . . . . . . . . . . . 34Selecting the proof target . . . . . . . . . . . . . . . . . . . . . 36Defining the audience . . . . . . . . . . . . . . . . . . . . . . . 37Defining message content . . . . . . . . . . . . . . . . . . . . . 37Previewing . . . . . . . . . . . . . . . . . . . . . . . . . . . 42Configuring tracking . . . . . . . . . . . . . . . . . . . . . . . 43Sending the proof . . . . . . . . . . . . . . . . . . . . . . . . 44Sending the message . . . . . . . . . . . . . . . . . . . . . . . 44

Publishing on Twitter . . . . . . . . . . . . . . . . . . . . . . . . 45

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Table of Contents

Publishing on your Twitter accounts . . . . . . . . . . . . . . . . . . . . . 45Sending direct messages to subscribers . . . . . . . . . . . . . . . . . . . 51

Chapter 4. Annexes . . . . . . . . . . . . . . . . . . . . . . . . . . . 57

Examples of Facebook applications . . . . . . . . . . . . . . . . . . . . . . 57Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . 58Quick start: creating a Facebook application in 7 steps . . . . . . . . . . . . . 59How to create a "Fan Gate" type Facebook application . . . . . . . . . . . . . 63How to forward settings to a Facebook application? . . . . . . . . . . . . . . 67How to acquire fan data? . . . . . . . . . . . . . . . . . . . . . . . . . 70How to pre-load the fields of a form using Facebook profile data . . . . . . . . . . 79

Tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79

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The Managing social networks (Neolane Social Marketing) application designed for managingsocial networks lets you interact with customers and prospects via Facebook and Twitter.

1 Sending messagesNeolane Social Marketing lets you send messages on Facebook and Twitter.

n Neolane lets you post messages directly to your Facebook wall and to your twitter account.

n You can also send direct messages to all your Twitter followers.

2 Acquiring new contactsNeolane Social Marketing also makes it easy to acquire new contacts via Facebook: contactusers and ask them if they want to share their profile information. If they accept, Neolaneautomatically recovers the data, which enables you to carry out targeting campaigns and, whenpossible, to implement cross-channel strategies.

Warning:

Facebook and Twitter make regular changes to their screens and processes. This document will beupdated accordingly.Neolane requests that you comply with the Facebook and Twitter terms of service.

Neolane v6.1 - Neolane Social Marketing - Presenting Neolane Social Marketing | 5

CHAPTER 1

Presenting Neolane SocialMarketing

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Table of ContentsStarting workflows . . . . . . . . . . . . . . . . . . . . . . . . . . 7Publishing on Facebook . . . . . . . . . . . . . . . . . . . . . . . . 9

Prerequisites . . . . . . . . . . . . . . . . . . . . . . . . . . . 9Creating a test Facebook page . . . . . . . . . . . . . . . . . . . . . 9Creating a Facebook application . . . . . . . . . . . . . . . . . . . . 10Delegating write access to Neolane . . . . . . . . . . . . . . . . . . . 11Synchronizing Facebook pages . . . . . . . . . . . . . . . . . . . . 15

Creating a Facebook application . . . . . . . . . . . . . . . . . . . . . 15Configuring external accounts . . . . . . . . . . . . . . . . . . . . . 16Entering the Terms of service and Privacy policy links . . . . . . . . . . . . . 19Creating a Facebook type web application . . . . . . . . . . . . . . . . . 20Configuring Facebook tabs . . . . . . . . . . . . . . . . . . . . . . 23

Publishing on Twitter . . . . . . . . . . . . . . . . . . . . . . . . . 24Prerequisites . . . . . . . . . . . . . . . . . . . . . . . . . . . 24Creating a test account on Twitter . . . . . . . . . . . . . . . . . . . 25Creating an application on Twitter . . . . . . . . . . . . . . . . . . . 25Delegating write access to Neolane . . . . . . . . . . . . . . . . . . . 26Synchronizing Twitter accounts . . . . . . . . . . . . . . . . . . . . 31

Starting workflows

The Managing social networks workflows, which are accessed via the Administration>Production > Technical workflows > Managing social networks node let you synchronizeNeolane with Twitter and Facebook.

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CHAPTER 2

Configuration

The first time you use Neolane Social Marketing, these workflows are stopped by default. Start them byclicking the Start button in the toolbar.

Note:

If there is one social network which you do not want to use, we recommend not starting the matchingworkflows. To avoid receiving a warning saying that production workflows are stopped, uncheck theProduction workflow option in the Execution tab of the concerned workflow properties.

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Publishing on Facebook

In order for Neolane to be able to send publications to Facebook walls, you need to delegate the write accessfor these pages to Neolane. This involves the following configuration steps:

1 Create a Facebook account with one or more pages.

2 Create a test Facebook page for sending proofs.

3 Create a Facebook application.

4 Enter the Facebook application settings into Neolane, in the Facebook routing external account.

PrerequisitesStart by creating a Facebook account and several pages: these will be used for sending publications.

n To create a Facebook account, use the http://www.facebook.com link

n To create a Facebook page, use the http://www.facebook.com/pages/create.php link

Note:

We recommend using the same Facebook account to administer all your pages. This way you will onlyneed one Facebook application and one external account to write on all pages of the account.

Creating a test Facebook pageWe recommend creating a private Facebook page for delivering publication proofs (for more on this, referto Sending the proof [page 44]).

1 Log on to the Facebook account which you use to administer your pages.

2 Create a new Facebook page.

3 Click the Edit page button in the top right-hand corner, then click Manage permissions.

4 Check the Unpublish page (only admins can see this page) box.


Configuration

http://www.facebook.com

http://www.facebook.com/pages/create.php

5 Click the Save changes button at the bottom of the page.

Creating a Facebook applicationIn order for Neolane to be able to publish on the walls of your pages, you need to create a Facebookapplication. To do this, apply the following steps:

1 Log on to the Facebook account which you use to administer pages.

2 Enter the following address in your browser: https://developers.facebook.com/apps.

Warning:

Depending on the type of account you have, one or more authorizations may be necessary.To create a Facebook application, you will need a verified Facebook account.

3 Click the Create new App button in the top right-hand corner of the page.

4 Let the wizard guide you through the process.

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https://developers.facebook.com/apps

Warning:

The name and icon of the application are displayed at the bottom of each publication. Remember to choosethe application name and icon carefully. also, the application name is a link. Remember to enter its URL whenconfiguring the service (Marketing URL field. Refer to: Delegating write access to Neolane [page 11]).

Delegating write access to NeolaneTo delegate write access to Neolane for posting on the walls of your pages, you need to enter the parametersof the previously created Facebook application.This step requires access to both your Neolane console and an Internet browser logged on to the Facebookaccount which you use for page administration:

Warning:

The Neolane operator must have administration rights to carry out this configuration.


Configuration

n Facebook: select the previously created application (https://developers.facebook.com/apps), click Editsettings in the Settings section, then select the Settings > Basic tab.

n Neolane: go to the Administration>Platform>External Accounts node of the tree, select theFacebook routing external account and click the Connector tab.

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1 In the Neolane console, copy the addresses contained in the Secure canvas URL and the Canvas URLfields and paste them into the appropriate fields on Facebook (in the Application on Facebook section).

2 On Facebook, copy the content of the Application ID and Application secret fields and paste it intothe matching fields of the Neolane console.

3 On Facebook, click the Save changes button at the bottom of the page.

4 Go to the Neolane console and enter the Marketing URL field, then save the external account.

Note:

The application name is displayed as a link at the end of each publication. The Marketing URL field letsyou define the URL of this link. Refer to: Creating a Facebook application [page 10].

5 In the Neolane console, click the Request the authorization from the application link at the bottomof the Connector tab. The Synchronize Facebook pages workflow is triggered automatically and


Configuration

collects all Facebook pages managed by the administrator. For more on this, refer to SynchronizingFacebook pages [page 15].

Note:

By default, the pages are added to the Facebook service folder, available via the Profiles andTargets>Services and Subscriptions node. The Folder field of the Connector tab lets you changethe service folder which the Facebook pages are created in after synchronization. You can also select theFacebook pages you want to synchronize in Neolane thanks to the Filter field. If you leave this fieldempty, all Facebook pages managed by the administrator will be synchronized.

6 A dialog box is displayed with the various Facebook permission settings. These enable Neolane to sendpublications to the Facebook account pages.Click Go to App, then Allow. The delegation of write access on Facebook account walls is complete.

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Note:

If the Facebook account administers several pages, simply configure one external account to write on anypage of the Facebook account. For each new Facebook account, you will need to create a new Routing typeexternal account for the Facebook channel.

The Synchronization of Facebook pages workflow synchronizes all pages administered by the Facebookaccount, to let you post on their wall directly via Neolane. For more on this, refer to Synchronizing Facebookpages [page 15].

Synchronizing Facebook pagesThe Synchronization of Facebook pages workflow, which is accessed via theAdministration>Production>Technical workflows>Managing social networks node, lets yousynchronize (in Neolane) the pages of the Facebook account configured previously. By default, this workflowis configured to run once a day or whenever an administrator clicks the Request an authorization fromthe application link in the service configuration screen (refer to Delegating write access to Neolane[page 11]).Once synchronization is complete, the collected pages appear in the service folder entered in the externalaccount (refer to Delegating write access to Neolane [page 11]). By default, pages are added to the root ofthe Facebook service folder which is available via the Profiles and Targets>Services and subscriptionsmenu.

You may now publish on the walls of your Facebook pages directly via Neolane. For more on this, refer toPublishing on Facebook [page 34].

Creating a Facebook application

Thanks to web applications, Neolane Social Marketing lets you display personalized content in your Facebookapplications, making it easier to acquire prospects via this social network. For more examples of Facebooktype web applications, refer to Examples of Facebook applications [page 57].


Configuration

Note:

It is also possible to integrate Neolane with a Facebook application developed by a partner. In this case,there is no need to use the Neolane web application to acquire Facebook profiles. For more on this, refer toConfiguring external accounts [page 16].

Apply the following configuration steps:

1 Create one or more Facebook applications. For more on this, refer to: Creating a Facebook application[page 10].

2 Enter the terms of service and Privacy policy links to be displayed on the Facebook permission requestscreen. For more on this, refer to: Entering the Terms of service and Privacy policy links [page 19].

3 For each Facebook application, create a Facebook Connect type external account. For more on this,refer to: Configuring external accounts [page 16].

4 For each Facebook application, create a Facebook type web application in Neolane. For more on this,refer to: Creating a Facebook type web application [page 20].

5 Configure your Facebook applications so that they are displayed as tabs on your Facebook page. Formore on this, refer to: Configuring Facebook tabs [page 23].

Configuring external accountsFor each Facebook application, you need to create a Facebook Connect type external account.This step requires access to both your Neolane console and an Internet browser logged on to the Facebookaccount which you use for page administration:

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n Facebook: select the previously created application (https://developers.facebook.com/apps), click Editsettings in the Settings section, then select the Settings > Basic tab.

n Neolane: go to the Administration> Platform > External accounts node of the tree and click New.


Configuration


1 Neolane: go to the Administration>Platform>External Accounts node of the tree, select theFacebook routing external account and click the Connector tab.

2 Select a hosting mode for the application: Hosted by a partner or hosted by this instance.

Application hosted by a partnerIt is possible to integrate Neolane with a Facebook application developed by a partner. In this case, thereis no need to use the Neolane web applications to acquire Facebook profiles. When the Facebook userinstalls the application, a key (access token) is generated. The partner forwards this access token toNeolane by calling up a web service. Neolane then uses this token to log on to the Facebook databaseand collect the data shared by the user via the application.

Note:

The parameters of the web service are detailed in the WSDL file available here: http://<Instancename>/nl/jsp/schemawsdl.jsp?schema=nms:visitor

To integrate the third-party application into Neolane, you need to copy the content of the ApplicationID (or App ID) and Application secret (or App secret) Facebook fields and paste them into theappropriate fields of the console.

Application hosted by this instanceIf you want to host the application on this instance (if you don't have a third-party application), you needto use the Neolane web applications to acquire Facebook profiles. For more on this, refer to Examplesof Facebook applications [page 57].

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In the Neolane console, copy the addresses contained in the Secure canvas URL and the Canvas URLfields and paste them into the appropriate fields on Facebook (in the Application on Facebook section).

On Facebook, copy the content of the Application ID and Application secret fields and paste it intothe matching fields of the Neolane console.

3 On Facebook, click the Save changes button at the bottom of the page.

4 In the Neolane console, click the Subscribe button to enable Neolane to be notified by Facebook in realrime each time a fan checks in via this application. For more on this, refer to: Details screen of a visitor[page 76].

Entering the Terms of service and Privacy policy linksWe strongly recommend adding the Terms of service and Privacy policy links, to be displayed on theFacebook permission request screen.


Configuration

The configuration stages are as follows:

1 Enter the following address: https://developers.facebook.com/apps, then select the Facebook application.

2 Click the Edit settings button in the Settings section, then select the App Details (or Applicationdetails tab).

3 At the bottom of the Contact information screen, enter the Privacy Policy URL and Terms ofService URL fields.

Creating a Facebook type web applicationThe Neolane Facebook application lets you display personalized content in your Facebook application. Foreach Facebook application, you need to create a web application in Neolane. To create a Facebook webapplication, proceed as follows:

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1 Go to the Social networks universe, click the Applications link, then the Create button.

2 Select the New Facebook application template and enter a label for the web application.


Configuration

3 In the Application field, enter the external account linked to the Facebook application. For more onthis, refer to: Configuring external accounts [page 16].

4 Select the Edit tab, then edit the web application. For more on this, refer to: Examples of Facebookapplications [page 57].

5 Once the web application has been created, select the Dashboard tab, then click Deploy to make itavailable.

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Configuring Facebook tabsYou can configure your Facebook applications to be displayed as tabs on your Facebook page. To do this,apply the following steps:

1 Select the Facebook application (https://developers.facebook.com/apps), click Edit settings in theSettings section, then select the Settings > Basic tab.

2 In the Page Tab Name field of the Page Tab section, enter the label as you want it to appear on theFacebook page.

3 In the Secure Page Tab URL field, enter the public URL of the web application, which is accessible viathe Dashboard tab of the web application. For more on creating Facebook type web applications, referto Examples of Facebook applications [page 57].


Configuration


4 On the Dashboard of the web application, click the Add a page tab link.

5 Select the Facebook page you want to add the tab to and click Add Page Tab.

Publishing on Twitter

In order for Neolane to be able to send tweets to your Twitter accounts, you need to delegate write accessto Neolane for these accounts. To do this, apply the following configuration steps:

n Create a Twitter account.

n Create a test Twitter account for sending proofs.

n Create one Twitter application per Twitter account.

n For each Twitter application, create a new Twitter type service.

PrerequisitesStart by creating one or more Twitter accounts to send your tweets to.To create a Twitter account, go to http://twitter.com

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http://twitter.com

Creating a test account on Twitter

1 Create a new Twitter account.

2 Click the menu in the top right-hand corner and select Settings.

3 At the bottom of the Account tab, check the Protect my tweets box.

4 Click the Save changes button at the bottom of the page.

We also recommend creating a private Twitter account which can be used for sending tweet proofs (for moreon this, refer to Sending the proof [page 49]):

Creating an application on TwitterIn order for Neolane to be able to send tweets to your Twitter accounts, you need to create one Twitterapplication per Twitter account. To do this, apply the following steps:

1 Log on to your Twitter account.

2 Enter the following address in your internet browser: https://dev.twitter.com/apps.


Configuration

https://dev.twitter.com/apps

3 Then click the Create a new application button on the right.

4 Let the wizard guide you through the process.

Warning:

In order for this application to allow Neolane to send tweets to your account, go to the application settingsscreen and select Read and Write for the Access field. Leave the Callback URL field empty.

Delegating write access to NeolaneFor each Twitter application, you need to create a different Twitter type service which will include theapplication settings.This step requires simultaneous access to your Neolane console and an Internet browser logged on to yourTwitter account:

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n Twitter: select the application created previously (https://dev.twitter.com/apps).

n Neolane: go to the Profiles and targets universe, click the Services link and click the Create button.


Configuration

https://dev.twitter.com/apps

1 Select the Twitter type.

Note:

The Synchronize subscriptions option is enabled by default. When the box is checked, the Twitteraccount synchronization workflow (refer to Synchronizing Twitter accounts [page 31]) recovers the listof Twitter followers so that you may send them direct messages (refer to Sending direct messages tosubscribers [page 51]). If you do not want to recover the list of followers, uncheck this box.

2 Enter the label and internal name of the service.

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Warning:

The Internal name of the service must be identical to the name of the Twitter account. To make surethere are no entry errors, apply the following steps:

n Click the Save button.

n In the overview of services, click the Twitter type service which you have just created.

n Select the Twitter Page tab. The Twitter account should be displayed.


Configuration

3 In the Visitor folder field, select the visitor folder which the followers will be created in. For more onthis, refer to Operating principle [page 51]. By default, followers will be created at the root of the Visitorsfolder.

4 In the Folder field, select the service folder which the service will be created in.

5 On Twitter, copy the content of the Consumer key and Consumer secret fields and paste them intothe Consumer key and Consumer secret fields of the console.

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6 On Twitter, copy the content of the Access Token and Access Token Secret fields and paste theminto the Access token and Access token secret fields of the console.

7 In the Neolane console, click Save. Delegation of write access to Neolane is now complete.

Note:

You must create one Twitter type service per Twitter application.

The Twitter account Synchronization workflow synchronizes Twitter accounts in Neolane. For more onthis, refer to Synchronizing Facebook pages [page 15].

Synchronizing Twitter accounts

Warning:

In order for the workflow to recover the list of Twitter subscribers, the Twitter account synchronizationbox must be checked in the editing section of the service linked to the account. For more on this, refer toDelegating write access to Neolane [page 26].

The Twitter account synchronization workflow, which is accessed via theAdministration>Production>Technical workflows>Managing social networks node, lets yousynchronize Twitter accounts configured previously with Neolane. By default, this workflow is triggered everyThursday at 7:30AM.

Note:

It is possible to start the workflow at any time by running anticipated task processing. You can also edit thescheduler to change the workflow triggering frequency. For more on the scheduler, refer to the Workflowsguide.


Configuration

workflow-v6.1-en.pdf#nameddest=ACY-7548

You may now send tweets to your Twitter accounts and direct messages to your followers. For more on this,refer to: Publishing on Twitter [page 45].

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Table of ContentsIntroduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33Publishing on Facebook . . . . . . . . . . . . . . . . . . . . . . . . 34

Limitations . . . . . . . . . . . . . . . . . . . . . . . . . . . 34Creating the delivery . . . . . . . . . . . . . . . . . . . . . . . . 34Selecting the main target . . . . . . . . . . . . . . . . . . . . . . 34Selecting the proof target . . . . . . . . . . . . . . . . . . . . . . 36Defining the audience . . . . . . . . . . . . . . . . . . . . . . . . 37Defining message content . . . . . . . . . . . . . . . . . . . . . . 37Previewing . . . . . . . . . . . . . . . . . . . . . . . . . . . 42Configuring tracking . . . . . . . . . . . . . . . . . . . . . . . . 43Sending the proof . . . . . . . . . . . . . . . . . . . . . . . . . 44Sending the message . . . . . . . . . . . . . . . . . . . . . . . . 44

Publishing on Twitter . . . . . . . . . . . . . . . . . . . . . . . . . 45Publishing on your Twitter accounts . . . . . . . . . . . . . . . . . . . 45Sending direct messages to subscribers . . . . . . . . . . . . . . . . . 51

Introduction

Neolane Social Marketing lets you send deliveries to your various Facebook pages and Twitteraccounts as opposed to recipient profiles. On Facebook, delivery content is displayed in the formof publications on page walls and will also appear in the news feed of all page fans. On Twitter,delivery content is displayed as tweets and will appear on the home page of account followers. Youcan also send direct messages to the account followers which you collect.

Warning:

Neolane asks that you comply with the terms of service communicated by Facebook and Twitterregarding message delivery.Before sending publications, you need to comply with the configuration steps described inConfiguration [page 7].

This section details the elements specific to a Facebook and Twitter delivery. All elements whichare identical to email deliveries are detailed in the Neolane Delivery guide.

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CHAPTER 3

Publishing on Facebook andTwitter

delivery-v6.1-en.pdf#page=1

Publishing on Facebook

Once configuration is complete, Neolane Social Marketing lets you post publications on the walls of yourFacebook pages.

LimitationsThe following limitations are inherent to Facebook.

n Messages may not exceed 1,000 characters.

n HTML is not supported.

Creating the deliveryCreate a new delivery using the Publish to a brand page delivery template.

Selecting the main targetYou need to select the page(s) which you want to post your publication on.

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1 Click the To link.

2 Click the Add button.


Publishing on Facebook and Twitter

3 Select A Facebook page.

4 In the Folder field, select the service folder which contains the Facebook page. By default, pages arestored in the root of the Facebook service folder. Then select the Facebook page which you want topost on.

Selecting the proof targetThe Target of the proofs tab lets you define the Facebook page which you want to use for testing deliveriesbefore sending them out. We recommend creating a dedicated private Facebook page for this purpose. For

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more on creating a private Facebook page, refer to Creating a test Facebook page [page 9]. To select theproof target, apply the same steps as for the main target: Selecting the main target [page 34].

Note:

If you are using the same Facebook test page for all deliveries, you can save the proof target in the Publishto a brand page delivery template, which is accessed via the Resources>Templates>Delivery templatesnode. The proof target will be entered by default for each new delivery.

Defining the audienceIf you want to use local segments to refine the type of public authorized to view the publication, we recommendthat you create one Facebook page per segment (for instance: Neolane Paris, Neolane London, etc.).However it is also possible to use the audience filters used by Facebook. The Audience tab of the Selecttarget window offers four filters:

n Country

n Regions

n Cities

n Languages

Warning:

Use this function with care. In delivery reports, the Number of fans indicator will not take these Facebookfilters into account.Facebook may change the list of audience filters as well as their values.

Defining message contentSelect the type of publication using the Content type drop-down menu.



The following types of deliveries are available:

n a Status

n a Status with a link

n a Status with a Youtube link

n a Photo album

Publishing a statusA status type delivery can contain text and an additional link (the Special offers link in our example).Matches between the fields of the edit screen of the delivery and the final publication on Facebook aredetailed below:

Enter the various fields:

1 Enter the publication status in the input field.

2 In the Action section, enter the label and the URL of the link which will appear next to the Like andComment links.

Warning:

The URL must always start with "http://" or "https://".

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Publishing a status with a linkA status type delivery with a link may contain text, images and links. The following section details thesymmetry between the fields of the delivery editing window and the final publication on Facebook.


Warning:

All URLs must start with "http://" or "https://".

1 In the Status field, enter the text which will be displayed under the name of the page.

2 In the Name field, enter the label of the link which will appear to the right of the image.

3 In the Link field, enter the URL which the image and the link refer to.

Note:

If you want to add the Link field to the URL of a Facebook application to promote it, we recommendthat you adapt it to smartphone display criteria.

1 Select the Facebook application (https://developers.facebook.com/apps), click Edit settings in theSettings section, then select the Settings > Basic tab.

2 Go to the General information section and enter the Namespace field.

3 In the Mobile Web section, enter the Mobile Site URL field. When a user clicks the publicationlink on their smartphone, they will automatically be redirected by Facebook to the URL defined inthis field.

4 Create your web application so that the Facebook display is personalized as a function of the deviceused (smartphone or PC).

5 Go to the Link field of the publication via the Neolane console, enter the URL of the Canvas pagefield in the Application on Facebook section.

4 In the Image field, enter the URL of the image which will be displayed to the left of the publication.

Warning:

The image has to be hosted on a public internet site in order for Facebook to be able to upload it.

5 In the Caption field, enter the text which will appear under the link.

6 Go to the Description field and enter the text to be displayed under the caption.





Publishing a status with a Youtube linkThis type of content lets you publish a link to a Youtube video. Just like a status with a regular link, you candefine a status, a name, a caption, a description and an additional link. The image is added by Facebookautomatically. Symmetries between the fields of the delivery editing screen and final publishing to Facebookare detailed below:


Warning:

All URLs must start with "http://" or "https://".

1 In the Status field, enter the text which will be displayed under the name of the page.

2 In the Name field, enter the label of the link which will appear to the right of the image.

3 In the Video code field, enter the code of the Youtube video. For instance, for the'http://www.youtube.com/watch?v=abc123456' link, the video code will be 'abc1234566'.

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4 In the Caption field, enter the text which will appear under the link.

5 Go to the Description field and enter the text to be displayed under the caption.


Publishing a photo albumThis type of content enables you to publish a photo album. You can add a name and a description for thealbum as well as a caption for each photo. Symmetries between the fields of the delivery editing screen andfinal publishing to Facebook are detailed below:




1 Start by entering the Album name

2 Then enter the Description to be displayed above the photos.

3 To add a photo, click the Add button, select the photo and click Open.

4 A caption can be added to each photo.

PreviewingThe Preview tab lets you view the rendering of the publication.

1 Click the Preview tab.

2 Click the Test personalization drop-down menu and select Service.

3 In the Folder field, select the service folder which contains your Facebook pages. By default, pages arestored at the root of the Facebook service folder.

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4 Select the Facebook page which you want to test the preview on.

Note:

The preview may differ slightly from the final Facebook publication. We highly recommend sending a proofbefore final delivery for an exact rendering of the publication. Refer to Sending the proof [page 44].

Configuring trackingTracking can be viewed in the delivery reports and in the Edit > Tracking tab of the delivery and the service.Clicks on the URLs contained in the delivery (main link and optional action) are measured by Neolane. Thenumber of clicks on the Like button, the number of comments and the number of fans are measured byFacebook.Tracking configuration is the same as for an email delivery. For more on this, refer to the Neolane Deliveryguide.

Note:

In the Publish to a brand page delivery template, tracking is enabled by default.



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Sending the proofWe highly recommend sending a proof of your publication before the final delivery to view the exact renderingof the publication on a private Facebook test page. For more on creating a private Facebook test page, referto Creating a test Facebook page [page 9]. The steps for selecting the target proof are detailed in Selectingthe proof target [page 36].Proof delivery is identical to email deliveries. Refer to the Neolane Delivery guide.

Sending the message

1 Once the content is approved, click the Send button.

2 Select Deliver as soon as possible and click the Analyze button.

Note:

The Postpone the delivery option lets you postpone delivery to a later date.

3 Once the analysis is complete, check the result.

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4 Click Confirm delivery, then click Yes.

Publishing on Twitter

Publishing on your Twitter accountsOnce configuration is complete, Neolane Social Marketing lets you send tweets to your Twitter accounts.

LimitationsThe following limitations are constraints which are inherent to Twitter.

n The message may not exceed 140 characters.

n HTML format isn't supported.



Creating the deliveryCreate a new delivery based on the Tweet (twitter) delivery template.

Selecting the main targetSelect the account(s) which you want to send tweets to.


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3 Select A Twitter account.

4 In the Folder field, select the service folder which contains the Twitter account. Then select the Twitteraccount which you want to send your tweet to.



Selecting the target of the proofThe Target of the proofs tab lets you define the Twitter account to use for test deliveries before the finaldelivery. We therefore recommend that you create a private Twitter account dedicated to sending proofs.For more on how to create a private Twitter account, refer to Creating a test account on Twitter [page 25].The steps for selecting the proof target are the same as for selecting the main target. Refer to Selecting themain target [page 46].

Note:

If you are using the same Twitter test account for all your deliveries, you can save the proof target in theTweet delivery template, accessed via the Resources>Templates>Delivery templates node. The prooftarget will then be entered by default for each new delivery.

Defining the message contentType the content of your tweet in the Content tab.

Viewing the previewThe Preview tab lets you view a rendering of the tweet.

1 Click the Preview tab.

2 Click the Test personalization drop-down menu and select Service.

3 In the Folder field, select the service folder which contains your Twitter account.

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4 Choose the Twitter account which you want to test the preview with.

Note:

The preview may differ slightly from the final tweet. We highly recommend sending a proof before finaldelivery to view an exact rendering of the tweet. Refer to Sending the proof [page 49].

Configuring trackingTracking can be viewed in the delivery reports and in the Edit > Tracking tab of the delivery and the service.Tracking configuration is the same as for an email delivery. Refer to the Neolane Delivery guide.

Note:

In the Tweet delivery template, tracking is enabled by default.

Warning:

We can't tell the difference between robots who analyze tweets and users who are actually clicking.

Sending the proofWe highly recommend sending a proof of your publication before the final delivery to get an exact renderingof the publication on a private Twitter test page. For more on creating a private Twitter account, refer toCreating a test account on Twitter [page 25]. The steps for selecting the proof target are detailed in Selectingthe target of the proof [page 48].



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The process for sending proofs is the same as for email deliveries. For more on this, refer to the relevantsection of the Neolane Delivery guide.

Sending the message

1 Once the content is approved, click the Send button.

2 Select Deliver as soon as possible and click the Analyze button.

Note:

The Postpone the delivery option lets you postpone delivery to a later date.

3 Once the analysis is finished, check the result.

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4 Click Confirm delivery, then click Yes.

Sending direct messages to subscribers

Operating principleThe Synchronize Twitter accounts workflow (refer to Synchronizing Twitter accounts [page 31]) recoversthe list of Twitter subscribers so that you can send them direct messages. The recovered followers are storedin a specific table: the visitors table. To display the list of Twitter followers, go to the Profiles and Targets> Visitors node.



Warning:

In order for the workflow to recover the list of Twitter followers, the Synchronize Twitter accounts boxmust be checked in the Edit screen of the service linked to the account. For more on this, refer to: Delegatingwrite access to Neolane [page 26]

For each follower, Neolane recovers the following information:

n Origin: name of the social network (Twitter in this case)

n External ID: user identifier

n User name: account name of the user

n Full name: Name of the user

n Language: user language

n Number of friends: number of followers

n Time zone: user time zone

n Verified: this field indicates whether the user has a verified Twitter account

LimitationsThe following limitations are constraints which are inherent to Twitter.

n The message may not exceed 140 characters.

n HTML is not supported.

n You cannot send more than 250 direct messages per day. To avoid exceeding this threshold, you candeliver in several waves. Deliveries in waves are configured like email deliveries. For more on this, referto the relevant section of the Neolane Delivery guide.

Creating the deliveryCreate a new delivery based on the Tweet (Direct Message) delivery template.

Selecting the main targetSelect the followers whom you want to send your direct message to.

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3 Select a type of targeting.

n Select Twitter subscribers to send a direct message to all account followers.

Warning:

You cannot send more than 250 messages per day. If your Twitter account has more than 250followers, we highly recommend delivering in waves. This involves the same process as email deliveries.Refer to the relevant section of the Neolane Delivery guide.

n Select Filter conditions to define a query and view its result. This option is the same as for emaildeliveries. Refer to the Neolane Delivery guide for more information.

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Selecting the target of the proofThe Target of the proofs tab lets you select the follower who will receive the proof of your direct message.The selection process is the same as for the main target. Refer to Selecting the main target [page 46].

Note:

If you want to send all your direct message proofs to the same Twitter follower, you can save the prooftarget in the Tweet (Direct Message) delivery template, accessed via the Resources > Templates >Delivery templates node. The proof target will then be entered by default for each new delivery.

Defining message contentEnter the content of the tweet in the Content tab.



Note:

Personalization fields can be used the same way as for email deliveries, for instance to add the follower'sname in the body of the message. Content personalization is detailed in the Neolane Delivery guide.

The following steps are the same as for sending a tweet to a Twitter account. Refer to Publishing on yourTwitter accounts [page 45].

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Table of ContentsExamples of Facebook applications . . . . . . . . . . . . . . . . . . . . 57

Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . 58Quick start: creating a Facebook application in 7 steps . . . . . . . . . . . . 59How to create a "Fan Gate" type Facebook application . . . . . . . . . . . . 63How to forward settings to a Facebook application? . . . . . . . . . . . . . 67How to acquire fan data? . . . . . . . . . . . . . . . . . . . . . . 70How to pre-load the fields of a form using Facebook profile data . . . . . . . . . 79

Tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79

Examples of Facebook applications

When a user clicks the tab of a Facebook application, it is displayed in a space which is 810 pixelswide. Neolane uses a Facebook type web application to let you define and personalize the contentdisplayed in the Facebook application, therefore making it easier to acquire profiles.

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Note:

It is also possible to integrate Neolane with a Facebook application developed by a partner. In this case,there is no need to use the Neolane web application to acquire Facebook profiles. For more on this, refer toConfiguring external accounts [page 16].

Warning:

Please comply with the configuration steps described in Creating a Facebook application [page 15].

Note:

This section details the elements linked to Facebook type web applications. All elements shared with standardweb applications are detailed in the Web Functionality guide.

The examples of Facebook type web applications detailed here are:

n How to create a Facebook application in 7 steps: refer to Quick start: creating a Facebook application in7 steps [page 59]

n How to create a "Fan gate" type Facebook application: refer to: How to create a "Fan Gate" type Facebookapplication [page 63]).

n How to forward settings to a Facebook application: refer to: How to forward settings to a Facebookapplication? [page 67]).

n How to acquire fan data: refer to: How to acquire fan data? [page 70]).

Warning:

These simple use cases are provided as examples to illustrate the functionalities of Facebook type webapplications.

RecommendationsThe following limitations are linked directly to Facebook:

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n You must build all your web applications in HTTPS.

n A Facebook application displayed via a tab has a width of 810 pixels.

Quick start: creating a Facebook application in 7 stepsThis example provides a step by step process of how to display a Neolane built application in Facebook. Inthis case, we want to create an application that lets you display the Welcome message when the user clicksthe application tab (App01).To create this application, apply the following steps:

1 Create an application on Facebook (https://developers.facebook.com/apps). For more on this, refer to:Creating a Facebook application [page 10].

2 Create a Facebook Connect type external account and enter the parameters of the Facebook application.For more on this, refer to: Configuring external accounts [page 16].


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3 Enter the Terms of service and Privacy policy links to be displayed on the Facebook permissionrequest screen. For more on this, refer to: Entering the Terms of service and Privacy policy links [page 19].

4 Create a Facebook type web application in Neolane. For more on this, refer to: Creating a Facebook typeweb application [page 20].

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5 Edit your web application. In this example, we have added a Page activity and defined a title for it.

6 Deploy your application.


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7 Configure your Facebook application so that it shows up as a tab on your Facebook page. For more onthis, refer to: Configuring Facebook tabs [page 23].

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Check that the tab of the App01 application shows up on your Facebook page. Clicking it should call up aWelcome message.

How to create a "Fan Gate" type Facebook application

Warning:

Comply with the configuration steps detailed in Creating a Facebook application [page 15].

When a user clicks an application tab, anonymous information is forwarded to Neolane by Facebook. Neolanehas the ability to personalize the display of the Facebook application based on the recovered information,even if the user does not exist in the database yet. For instance, if the user isn't a fan of the page yet, youcan recommend that they click the link to become a fan. If they are already a fan, you can show them apersonalized offer.The anonymous information collected is stored in the following fields:

n Fan of the page?: this field indicates whether or not the user is a fan of the page

n Language: user language

n Maximum/minimum age group: user age group

Note:

In some cases, this information cannot be forwarded by Facebook.

n Country: user country

n Verified signature?: this field specifies whether or not the data comes from Facebook

Note:

Thanks to the web application translation manager, Neolane automatically adapts to the language of eachFacebook user. For instance, if a user has configured their Facebook account to be displayed in English andthe web application is available in English, it will be displayed in the right language automatically. For moreon translating web applications, refer to the Web Functionality guide.


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In this example, we want to process the Fan of the page? field

n If the user isn't a fan of the page yet, the following image is displayed:

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n If the user is already a fan of the page, the following image is displayed.

To recreate this use case, we have created a web application made up of the following elements:

n A Test activity based on the Fan of the page? field.

n two pages which contain the images to display based on results.

The steps for configuring the Test activity are as follows:


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1 Double-click the Test activity to edit it.

2 Click the Details button, then click Add.

3 Click the Value field, then click the Edit expression button.

4 Open the Facebook Profile node, then select the Fan of the page? field.

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5 Enter the Operator and Value fields.

How to forward settings to a Facebook application?

Warning:


In example 1, we personalized the display of the Facebook page according to the value in the Fan of thepage field. It is also possible to process the Application settings field. This field lets you recover datacontained in a link generated by Neolane, via Facebook.Let's take the example of a company which decides to send an email campaign. In the delivery, a link pointstowards the Facebook application. This link is personalized thanks to the app_data parameter added at theend of the URL. The value of this parameter could be an indicator which reflects customer significance. Inour example, the values of the app_data parameter are big (significant customer) and small (less significantcustomer).Once it is personalized, the URL looks like this:

n http://<path of the Facebook application>&app_data=big (for a significant customer)

n http://<path of the Facebook application>&app_data=small (for a less significant customer)

Among the anonymous data forwarded to Neolane by Facebook, the value of the Application parametersfield is collected, thus enabling Neolane to personalize application display based on this parameter.


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If the user is a significant customer (the value of the app_data parameter is big), the following image isdisplayed:

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If the user is a less significant customer (the value of the app_data parameter is small), the followingimage is displayed:

To recreate this use case, we have created a web application made up of the following elements:

n A Test activity based on the Application parameter field (refer to How to create a "Fan Gate" typeFacebook application [page 63]).


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n two pages which contain the images to display according to the value of the Application parameterfield.

How to acquire fan data?

Warning:


This example shows you how to get in touch with Facebook users and offer for them to share their profileinformation. Let's take the example of a company which wants to acquire prospects and organizes acompetition on their Facebook page to attract them.Whenever a user clicks the App03 tab, we ask them if they want to take part in the competition.

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If they decide to take part in the competition, we offer for them to share their profile information.

If they agree to share their information, the following screen is displayed.

To build this use case, we have created a web application which includes the following elements:

n a Test activity

n three pages

n an Access control activity

n a Pre-loading activity

n A Save activity


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n An End activity

Test activityThe Test activity is based on the ID and Application parameters field.

It is made up of three branches:

n identifier (UID) is empty: the identifier is only forwarded by Facebook if the user has already agreedto share their information. The first branch of the Test activity lets you make the competition availableonly to users who have never entered, i.e. those with an empty ID.

n application parameter equals 'thanks': to sidestep a display error linked to Facebook, the webapplication end page points towards the URL of the Facebook application which the app_data parameteris added to using the thanks value (for more on this, refer to: End activity [page 75]). The second branchlets you find out whether the user comes from the End activity of the first branch (and has just enteredthe competition) to display a thank you message. For more on using additional URL parameters, referto: How to forward settings to a Facebook application? [page 67].

n Default branch: if the user has already entered the competition (ID already entered) at a previous date(application parameter different from thanks), we will display a page saying that they have alreadyentered.

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Competition pageTo sidestep the display error linked to Facebook, you also need to select Parent window or In the topwindow in the Window field of the competition page.

Access control activityThe Access control activity lets you display the Facebook permission request page when the user entersthe competition. If they agree to share their information, it is recovered during pre-loading. For more onthis, refer to: Pre-loading activity [page 73].If you previously entered the external account when creating the web application (refer to Creating a Facebooktype web application [page 20]) you don't need to edit the activity. If not, go to the Application field andselect the external account linked to the Facebook application.

Pre-loading activitySelect the data source to be used for pre-loading:

n Marketing database: this option lets you preload data via the Neolane database.

n Facebook: this option lets you pre-load data using Facebook.


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Marketing databaseThis option lets you recover the data of a profile which exists in the visitors table. Verification is carried outbased on the external Facebook ID recovered when the user clicks on the Facebook application tab. If youadd a form after the Pre-loading activity, the fields which contain information in the database are pre-loaded.

Note:

For more on pre-loading data via the Neolane database, refer to the Web Functionality guide.

FacebookThis option lets you define the Facebook profile information to collect, among that which the user has agreedto share, in view of saving it.

The Database information option lets you collect the following data:

n External ID: user ID

n Gender: user's gender

n Verified: this field specifies whether or not the user has a verified Facebook account.

n Full name: user's full name

n First name: user's first name

n Last name: user's last name

n Language: user's language

You can also decide to collect their list of friends, email address, date of birth, interests and location bychecking the appropriate boxes.Before you click Ok, check the I agree to comply with Facebook conditions of use box.

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Note:

If you check one or more boxes in the Private information section, the Facebook permission request screenwill automatically display the access request for this data.In order for you to collect the selected information, the user must agree to share it.If you want both types of pre-loading (via Neolane and via Facebook) add two pre-loading boxes one afterthe other.

Save activityThe Save activity lets you store the information collected during the previous stages in the visitors' table.If the profile already exists in the visitors' table, their data is updated with the new data collected.If the profile doesn't exist in the database and the Facebook user's email address has been collected, a visitorwill be created in the visitors' table.

1 In the Visitor creation folder field, select the folder which the profile will be created in. In case of aFacebook type web application, the default creation folder is Visitors.

2 In the Reconciliation mode field, select the reconciliation mode you want to use:

n Automatic: Reconciliation is carried out based on email, last name, first name and date of birth.

n Manual: Please select one or more reconciliation keys.

n None: No reconciliation will take place.

3 In the Mapping field, select the schema which you want to carry out the reconciliation on.

Warning:

Make sure the fields of the Social networks tab are correctly entered in the delivery mapping. Deliverymappings are accessed via the Administration>Campaign management>Target mappings node.

4 You can select a search folder for reconciliation and a creation folder for new profiles. If the fields areempty, profiles are searched for and created in the default folder of the mapping schema.

End activityTo sidestep the display error linked to Facebook, you need to check the Use an external URL box andenter the URL of the Facebook application, followed by the app_data parameter and a value. This valuewill be used in the Test activity to detect whether or not the user has just entered the competition, and todisplay a thank you message if applicable. For more on this, refer to: Test activity [page 72].


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In our example, the value used is thanks.

Details screen of a visitorJust like for Twitter followers (refer to: Operating principle [page 51]), recovered Facebook profiles are storedin the visitors' table. To display the list of visitors, go to the Profiles and Targets>Visitors node.Each Facebook prospect who agrees to share their profile information is added to the list of visitors. If theFriends box is checked in the Pre-load activity (refer to: Pre-loading activity [page 73]), friends are alsoadded.

In the Summary section of the visitor detail window, there are two possible states for the New Contactindicator:

If a green check mark is displayed, this means the visitor wasn't reconciled with any recipients. In this case,a new profile is created in the list of recipients.

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A red cross means that the visitor was reconciled with a recipient. You can click the magnifier to the right ofthe Recipient field to display the matching recipient.

Go to the detail window of a recipient to display the matching visitor, if applicable. Select the Others tab,then double-click the name of the visitor in the Web identities section.

The Activities screen of a visitor's details page contains the following information:


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n "Open Graph" type fan activities: music played, videos watched, articles read and inferral of the applicationsinstalled (Deezer, Spotify, Dailymotion, Yahoo News, etc.)

n "Likes" and comments added by the fan following deliveries sent by Neolane

n pages liked by the fan

n check-ins by the fan

Note:

In order for Neolane to collect a fan's check-ins, you need to click the Subscribe button on the serviceconfiguration screen. For more on this, refer to Configuring external accounts [page 16].

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How to pre-load the fields of a form using Facebook profile dataThe Neolane Social Marketing application also enables you to add a button to a form, for pre-loadingfields using Facebook profile information. This option, which is available in all web application templates(Page type activities) is detailed in the Web functionalities guide.

Note:

Before you start using this function, you need to create a Facebook application and a Facebook Connecttype external account. For more on this, refer to Configuring external accounts [page 16].

Tracking

Neolane Social Marketing provides reports which enable you to measure the reactivity rate of Facebook andTwitter deliveries and to analyze the acquisition of Facebook profiles. The following reports are available:


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n The Reactivity rate report, available via the Summary tab of a Facebook or Twitter delivery.

n The Reactivity rate report, available via the Dashboard tab of a Twitter or Facebook service.

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n The Fan acquisition report, available via the Dashboard tab of a Facebook service.


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