Neolane Extends SoLoMo Marketing with Unique Capabilities to Capitalize on Facebook Open Graph Data

  Neolane Extends SoLoMo Marketing with Unique Capabilities to Capitalize on
  Facebook Open Graph Data

  Neolane Social Marketing Enhancements Enable Companies to Further Optimize
    Cross-Channel Campaigns by Leveraging Customer Knowledge from Facebook

Business Wire

NEWTON, Mass. & TWICKENHAM, United Kingdom -- December 18, 2012

Conversational marketing technology provider Neolane announced enhancements to
Neolane Social Marketing, an application in Neolane’s marketing technology
platform. Now marketers can take advantage of Facebook’s Open Graph to obtain
real-time customer information and integrate it directly into their marketing
database. These unique capabilities allow brands to glean greater insight into
consumer interests and behaviors that can power more personalized experiences
across the full range of marketing channels. Facebook Open Graph allows its
users to tell a story about their lives through the applications they use.

The ability to use Open Graph data extends Neolane’s Social, Local and Mobile
(SoLoMo) marketing capabilities, which allow brands to engage connected
consumers with real-time, location-based offers consistently across a growing
spectrum of channels and devices. Neolane is the only cross-channel marketing
solution currently able to use Open Graph data to improve one-to-one,
personalized communications through integration with its marketing datamart.

By transparently collecting users’ actions on Facebook (i.e., music listened
to, videos viewed, articles shared and check-ins made) through social opt-in,
via Facebook Connect or Facebook applications, brands can provide their
customers and prospects with more targeted offers and tailored experiences
based on improved understanding of their needs and behaviors.

“Each month through Facebook applications, 25 million people share their music
preferences, 16 million share videos they have viewed, and 30 million share
the articles they have read. However, many marketers are still unable to
integrate this data into their existing marketing systems to improve customer
communications,” said Stephane Dehoche, president and CEO, Neolane. “This
customer and prospect data is a tremendous, untapped asset that marketers
can’t afford to ignore. By collecting users’ actions through Open Graph,
Neolane allows marketers to utilize this real-time information to deliver
personalized cross-channel experiences that increase sales and build loyalty.”

Adding Value to Marketing Campaigns

To better understand how this process works, consider the following example:
“Brand X” offers its mobile application users the ability to receive
geolocalized deals as a function of their check-ins on Facebook. To enable
this feature, users have to opt-in with a “Facebook Login” that allows the
mobile app to gather their geolocation. This also allows the app to gather
additional information on the user like age, gender and email.

After that, every time a user checks-in on Facebook, Neolane is notified and
is able to push a fully personalized offer through “Brand X’s” mobile
application. Additionally, “Brand X” can also send personalized emails. As a
result, “Brand X” immediately has a more tailored line of communications to
the user. Moving forward, message content can be personalized to the
individual, with specific messaging reactions easily gathered and measured by
“Brand X.”

“This extended feature within Neolane opens the door to improving customer
needs, as well as refining and optimizing trigger campaigns—all of which can
add significant value to any marketing program,” commented Dehoche.

Recognizing new customer engagement paradigms created by the convergence of
Social, Local and Mobile, Neolane has been at the forefront of SoLoMo
marketing. In March 2011, the company launched Neolane Social Marketing, which
includes capabilities for transforming anonymous fans into addressable
contacts via social opt-in, and engaging them in one-to-one dialogues
seamlessly across social and other channels. This was followed in October 2011
with unique capabilities for generating personalized content on Facebook brand
pages via Neolane Interaction, the company’s real-time recommendation engine.
Most recently, Neolane introduced the Neolane Mobile App Channel, which
includes industry-first capabilities for delivering 1:1 push notifications and
in-app content via mobile apps.

About Neolane

Neolane provides the only conversational marketing technology that empowers
organizations to build and sustain one-to-one lifetime dialogues, dramatically
increasing revenue and marketing efficiency. Born digital, withbest-in-class
email and inbound-outbound channel fusion capabilities architected into a
single code-based platform, marketers achieve results in record time. Neolane
is easy to use for both power and casual users, but powerful enough to drive
the most sophisticated marketing strategies. Future proof, Neolane has a track
record of enabling its customers to adapt to new customer engagement
challenges and exploit opportunities more quickly than their
competition.Neolane is used by more than 350 of the world’s leading companies
including Alcatel Lucent,, Orange, Sears Canada, Sephora
Europe and Sony Music. Visit and read our blog The
Cross-Channel Conversation.

Copyright © 2012 Neolane. All Rights Reserved. All other brand names, product
names, or trademarks belong to their respective holders.


PAN Communications for Neolane
Kyla Ruane, + 1 617-502-4351
Harris Communications (for Neolane UK)
Derek Harris, +44 (0) 1395 516 613
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