Responsys Interact by huanghengdong

VIEWS: 79 PAGES: 18

									Responsys Interact
Adding Social Networking Features
to Campaigns

How-to Guide
Table of Contents
1   Introduction ................................................................................................................................. 1
2   Scope ........................................................................................................................................... 1
    2.1         What we support ............................................................................................................ 1
    2.2         What we do not support ................................................................................................ 1
3   Feature Overview ........................................................................................................................ 1
    3.1         Facebook......................................................................................................................... 1
                3.1.1      Share with your Network: Facebook ................................................................ 1
                3.1.2      Join Us : Find us on Facebook ......................................................................... 7
    3.2         Twitter .............................................................................................................................. 7
                3.2.1      Share with your Network: Twitter ..................................................................... 7
                3.2.2      Join Us: Follow us on Twitter ......................................................................... 15
4   References ................................................................................................................................ 15
5   Frequently Asked Questions ................................................................................................... 16
1       Introduction
Marketing via social networking sites is a new and effective way for marketers to communicate with their
customers, and extend the reach of their marketing campaigns. This document describes the features
offered by Responsys Interact to integrate with social networks like Facebook & Twitter. This document
describes in detail how a Responsys user can set up a campaign which allows content to be posted to
these social networks.


2       Scope
2.1 What we support
        -   Responsys Interact (RI) currently supports sharing email content through a number of social
            networks. However, this document provides specific instructions on the two most commonly
            used ones: Facebook and Twitter.
        -   RI enables tracking who shared their email content to these networks
        -   RI also has reporting that indicates customers who navigated to the network or shared email
            content to these networks

2.2 What we do not support
        -   Given that RI does not get data back from the social networks themselves, there is no ability
            to track clicks on links once the content is posted on the social network
        -   Similarly, there is no reporting on who interacted with the posted messages on the social
            networks.


3       Feature Overview

3.1 Facebook
Responsys Interact enables marketers to add the following features to their email campaigns.

3.1.1 Share with your Network: Facebook
        This feature lets marketers create email campaigns with the capability to share content to
        Facebook.
        To add this feature to an email campaign, the following steps need to be followed:
1. Getting content ready:


      a. Obtain Facebook icons to add to the email template. Facebook icons can be
         obtained from here: http://www.facebook.com/home.php#/share_partners.php.


      b. Include the following snippet of html in the email copy/content (Welcome.htm is used
         as an example going forward). This snippet adds a “Share on Facebook” link to the
         email template.
           <a style="text-decoration: none;FONT-SIZE: 11px; COLOR: #0000AA; FONT-FAMILY:
           Geneva, Verdana, Arial, Helvetica, sans-serif;"
           href="$clickthrough(Facebook,concat(FacebookPageURL=,http://www.Facebook.com/share.
           php?u=,blankform(campaignname())))$" > <img src="
           Welcome.images/Facebook_share_icon.gif" alt="Share on Facebook" border="0" height="16"
           width="16">&nbsp;Facebook</a>


           In the above code snippet,
           FacebookPageURL is used as a campaign variable and is the linkURL for share
           email feature.
           Facebook is the linkname of the link that enables share email copy. All activity on the
           link is tracked using this linkname in RI and reporting.


           Note: It is recommended that marketers use the blankformURL( ) built-in-function to
           obtain the campaign URL due to performance considerations.


      c.   Add the following meta tags at the top of the content files for a desired preview of the
           message on Facebook:


           <meta name="description" content="Check out these cool offers from Brickstone" />
           <meta name="title" content="Brickstone Welcome Message" />
           <link rel="image_src" href =
           "http://cdn.rsys1.net/ig.rsys1.net/responsysimages/pm1/Brickstone/Welcome/r_logo_casual_man.gif" />


      Meta tags reference for Facebook: http://www.facebook.com/home.php#/share_partners.php
      Note: This might take some time to appear in the preview due to caching on Facebook.


2. RI Configuration:
      a. Upload the content file to RI.
b. Upload the required images, including the Facebook icon, being used in the content
   file.




c.   Navigate to the “Folders” tab and create a link table for the content uploaded. Then
     add the following entry to the link tables:
      LinkName                     LinkURL

      Facebook                     $FacebookPageURL$




d. Create a campaign and associate it with the content and the updated link table.
   Then, navigate to the campaign dashboard by clicking on the campaign in the folder
   view.
e. Preview the campaign to ensure the “Share to Facebook” item is included. Facebook
   link should be seen in the preview mode of the campaign. Test the link.
Facebook Logon




Facebook Preview
      3. Tracking and Reporting:
              RI reports can be used to track customers who have shared email content via share email
              to social link in email.




3.1.2 Join Us : Find us on Facebook
      Another way to integrate social networks in email is by including a Facebook badge that links to a
      company Facebook page like http://www.facebook.com/nytimes




      Reference to Facebook pages: http://www.facebook.com/advertising/?src=pf#/advertising/?pages


      This image can be linked to the company Facebook page and tracked in RI like any other link. To
      do this, an entry for this link/image needs to be included in the link table. This will enable RI to
      show how many customers have clicked on this image to find the company page on Facebook.
      Note: To become a fan, customers will first have to visit the company page and click on the
      “Become a fan” button. Facebook does not offer a direct api for becoming a fan. Also, Responsys
      interact is unable to track such users at this time.

3.2 Twitter

3.2.1 Share with your Network: Twitter
      This section describes how marketers can enable sharing email content to Twitter. To enable
      customers to share a campaign message on Twitter the following steps need to be followed:
1. Getting your content ready:
      a. Add the following code to the email template
          <a style="text-decoration: none;FONT-SIZE: 11px; COLOR: #0000AA; FONT-FAMILY:
          Geneva, Verdana, Arial, Helvetica, sans-serif;"
          href="$clickthrough(Twitter,concat(TwitterPageURL=,urlencode(lookup(social_subject))))$"
          > <img src="Welcome.images/Twitter.png" alt="Share on Twitter" border="0" height="16"
          width="16">&nbsp;Twitter</a>
          In the above code snippet,
          Twitter: This is the name of the link to be tracked in reporting.
          TwitterPageURL: the actual Twitter URL/API call with the message appended to it.
      b. A Twitter icon or a “Share on Twitter” text can be used as a link text.


2. RI Configuration
      a. Upload the content file in RI with the above snippet
b. Upload the required images including the Twitter icon




c. Navigate to the “Folders” tab, create a link table and add the following entry to the
   link tables.
       Link Name     Link URL

       Twitter        http://www.Twitter.com/home?status=$TwitterPageURL$+$social_link
                      $


d. Create a campaign in RI and associate the content and the link table just edited.
e. Get the short URL for the campaign.
    Twitter has a 140 character limit for the messages you post. Campaign URLs can be
    long and you might need to obtain a short URL for the campaign. TinyURL is a free
    service on the internet that marketers can use to create short campaign URLs. There
    are various other services that do the same.
    Obtain the campaign URL from RI by clicking on the context menu and “Campaign
    URLs” menu item.




         i. Copy the Blankform URL for the campaign.
ii. Navigate to http://tinyurl.com and paste campaign URL in the first text box
    and click the button “Make Tiny URL”.
               iii. Copy the tiny URL as shown above and paste it somewhere for future use.


3. Create the following campaign level variables
Social_subject: This is the tweet message
Social_link: This is the shortened URL of the campaign just obtained, to be posted with the tweet


4. In the campaign dashboard, click on “Preview” in the left hand section.
    Preview the campaign to test if share to Twitter feature shows. A Twitter link can be seen in
    the preview mode of the campaign.
If the customer is not logged in, first a Twitter login page is shown and then the tweet box.
Note: The Twitter login page does not work in RI preview mode. Test launch the campaign to
validate the end-to-end experience.
3.2.2 Join Us: Follow us on Twitter
      Marketers can also add a link in their email that enables customers to follow them on Twitter. The
      format of the link could be something like: http://twitter.com/<twitterusername>
      e.g. http://twitter.com/territoryahead. Marketers can obtain this from their Twitter profile.
      Customers can then click on the “follow” button on company Twitter page and get further updates
      from Twitter.
      It is important to include the link with a link name in the content and link table, to enable tracking
      and monitoring through RI reports.
      Note: Responsys Interact is able to track customers who clicked the link in the email. However,
      Responsys is unable to track which customers started following you on Twitter. This is something
      that will be included in future versions of this feature.


4     References
      Twitter update limits: http://help.twitter.com/forums/10711/entries/15364
    Twitter widgets: http://twitter.com/widgets
    Facebook Pages: http://www.facebook.com/advertising/?pages




5   Frequently Asked Questions

    •   Does Responsys support other social networks?
        This document showcases social networks like Facebook and Twitter. Similar methodology
        can be used for other social networks by replacing the URLs and parameters.
    •   Is there a re-direct to the TinyURL service when a social network user clicks on the campaign
        link on Twitter?
        Yes there will be a re-direct from TinyURL or whichever service marketers use to shorten the
        campaign URL to the Responsys servers, where the campaign content is hosted. However,
        we do not track this activity.

								
To top