Adobe Campaign v6.1 - Social Marketing · PDF fileSocial Marketing lets you send messages on...

Social MarketingTechnical Documentation

Adobe Campaign v6.1

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Adobe Campaign v6.1 - Social Marketing

Chapter 1. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

About 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 Adobe Campaign . . . . . . . . . . . . . . . . . . 12Synchronizing Facebook pages . . . . . . . . . . . . . . . . . . . . . . . 17

Creating a Facebook application . . . . . . . . . . . . . . . . . . . . . . . . 17Configuring external accounts . . . . . . . . . . . . . . . . . . . . . . . . 18Entering the Terms of service and Privacy policy links . . . . . . . . . . . . . . . 22Creating a Facebook type web application . . . . . . . . . . . . . . . . . . . 22Configuring Facebook tabs . . . . . . . . . . . . . . . . . . . . . . . . . 25

Configuring publishing on Twitter . . . . . . . . . . . . . . . . . . . . . . . 27Prerequisites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27Creating a test account on Twitter . . . . . . . . . . . . . . . . . . . . . . 27Creating an application on Twitter . . . . . . . . . . . . . . . . . . . . . . 28Delegating write access to Adobe Campaign . . . . . . . . . . . . . . . . . . 29Synchronizing Twitter accounts . . . . . . . . . . . . . . . . . . . . . . . 34

Chapter 3. Publishing on Facebook/Twitter . . . . . . . . . . . . . . . . . . . 35

Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35Publishing on Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

Limitations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36Creating the delivery . . . . . . . . . . . . . . . . . . . . . . . . . . . 36Selecting the main target . . . . . . . . . . . . . . . . . . . . . . . . . 36Selecting the proof target . . . . . . . . . . . . . . . . . . . . . . . . . 38Defining the audience . . . . . . . . . . . . . . . . . . . . . . . . . . 39Defining message content . . . . . . . . . . . . . . . . . . . . . . . . . 40Previewing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45Configuring tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . 46Sending the proof . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46

Adobe Campaign v6.1 - Social Marketing | 3

Table of Contents

Sending the message . . . . . . . . . . . . . . . . . . . . . . . . . . . 47Publishing on Twitter . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

Publishing on your Twitter accounts . . . . . . . . . . . . . . . . . . . . . 48Sending direct messages to subscribers . . . . . . . . . . . . . . . . . . . . 54

Chapter 4. Annexes . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59

Examples of Facebook apps . . . . . . . . . . . . . . . . . . . . . . . . . 59Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60Quick start: creating a Facebook application in 7 steps . . . . . . . . . . . . . . . 61How to forward settings to a Facebook application? . . . . . . . . . . . . . . . . 65How to acquire fan data? . . . . . . . . . . . . . . . . . . . . . . . . . 66How to pre-load the fields of a form using Facebook profile data . . . . . . . . . . . 76

Tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76

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Table of ContentsAbout social marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

About social marketing

The Managing social networks (Social Marketing) application designed for managing social networks lets youinteract with customers and prospects via Facebook and Twitter.

1 Sending messages

Social Marketing lets you send messages on Facebook and Twitter.

n Adobe Campaign 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 contacts

Adobe Campaign Social Marketing also makes it easy to acquire new contacts via Facebook: contact users andask them if they want to share their profile information. If they accept, Adobe Campaign automatically recoversthe data, which enables you to carry out targeting campaigns and, when possible, to implement cross-channelstrategies.

Warning:

Facebook and Twitter make regular changes to their screens and processes. This document will be updated accordingly.

Adobe Campaign requests that you comply with the Facebook and Twitter terms of service.


CHAPTER 1

Introduction

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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 Adobe Campaign . . . . . . . . . . . . . . . . . . . . 12Synchronizing Facebook pages . . . . . . . . . . . . . . . . . . . . . . . . 17

Creating a Facebook application . . . . . . . . . . . . . . . . . . . . . . . . . 17Configuring external accounts . . . . . . . . . . . . . . . . . . . . . . . . . 18Entering the Terms of service and Privacy policy links . . . . . . . . . . . . . . . . . 22Creating a Facebook type web application . . . . . . . . . . . . . . . . . . . . . 22Configuring Facebook tabs . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Configuring publishing on Twitter . . . . . . . . . . . . . . . . . . . . . . . . . 27Prerequisites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27Creating a test account on Twitter . . . . . . . . . . . . . . . . . . . . . . . . 27Creating an application on Twitter . . . . . . . . . . . . . . . . . . . . . . . 28Delegating write access to Adobe Campaign . . . . . . . . . . . . . . . . . . . . 29Synchronizing Twitter accounts . . . . . . . . . . . . . . . . . . . . . . . . 34

Starting workflows

The Managing social networks workflows, which are accessed via the Administration > Production > Technicalworkflows > Managing social networks node let you synchronize Adobe Campaign with Twitter and Facebook.


CHAPTER 2

Configuration

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

Note:

If there is one social network which you do not want to use, we recommend not starting the matching workflows.To avoid receiving a warning saying that production workflows are stopped, select the severity level Normal in theExecution tab of the concerned workflows' properties.

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Publishing on Facebook

In order for Adobe Campaign to be able to send publications to Facebook walls, you need to delegate the writeaccess for these pages to Adobe Campaign. 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 Adobe Campaign, 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 https://www.facebook.com link.

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

Note:

We recommend using the same Facebook account to administer all your pages. This way you will only needone 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, refer to Sendingthe proof [page 46]).

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

2 Create a new Facebook page.

3 Click the Settings button in the top right-hand corner.

4 In the General tab, modify the page's visibility parameters: check the Page unpublished box.


Configuration

https://www.facebook.com

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

5 Click the Save Changes button.

Creating a Facebook applicationIn order for Adobe Campaign 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.

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https://developers.facebook.com/apps

3 Click the Add a New App button in the top right-hand corner of the page. Enter an app name and a contactemail, then pass the security check.

4 Under Settings > Basic, click on Add a platform and select the Facebook Web Games type.


Configuration

5 Once the application is created, select the App Review tab and publish the application.

Delegating write access to Adobe CampaignTo delegate write access to Adobe Campaign 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 Adobe Campaign console and an Internet browser logged on to the Facebookaccount which you use for page administration:

Warning:

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

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n Facebook: select the previously created application (https://developers.facebook.com/apps), and select theSettings > Basic tab.

Note:

If the Facebook Web Games section does not appear, click the Add Platform button, at the bottom of the page,and select Facebook Web Games.

n Adobe Campaign: go to the Administration > Platform > External Accounts node of the tree, select the Facebookrouting external account and click the Connector tab.


Configuration


1 In the Adobe Campaign console, copy the address contained in the Secure Canvas URL field and paste it intothe the Secure Web Games URL (https) field on Facebook (in the Facebook Web Games section).

Warning:

You must not use the unsecure URL under any circumstances.

2 On Facebook, copy the content of the App ID and App Secret fields and paste it into the matching fields of theconsole.

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

4 Go to the Adobe Campaign console, save the external account.

Note:

The Marketing URL field is optional.

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5 In the Adobe Campaign 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 collects allFacebook pages managed by the administrator. For more on this, refer to Synchronizing Facebook pages [page 17].

Note:

By default, the pages are added to the Facebook service folder, available via the Profiles and Targets > Servicesand Subscriptions node. The Folder field of the Connector tab lets you change the service folder which theFacebook pages are created in after synchronization. You can also select the Facebook pages you want tosynchronize in Adobe Campaign thanks to the Filter field. If you leave this field empty, all Facebook pagesmanaged by the administrator will be synchronized.

6 A dialog box is displayed with the various Facebook permission settings. These enable Adobe Campaign to sendpublications to the Facebook account pages.


Configuration

Accept the various permission requests.

7 Adobe Campaign has been given the right to publish on the walls of the facebook account's pages.

Note:

If the Facebook account administers several pages, simply configure one external account to write on any page ofthe Facebook account. For each new Facebook account, you will need to create a new Routing type external account.

The Synchronization of Facebook pages workflow synchronizes all pages administered by the Facebook account,to let you post on their wall directly via Adobe Campaign. For more on this, refer to Synchronizing Facebook pages[page 17].

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Synchronizing Facebook pagesThe Synchronization of Facebook pages workflow, which is accessed via the Administration > Production >Technical workflows > Managing social networks node, lets you synchronize (in Adobe Campaign) the pages ofthe Facebook account configured previously. By default, this workflow is configured to run once a day or wheneveran administrator clicks the Request an authorization from the application link in the service configuration screen(refer to Delegating write access to Adobe Campaign [page 12]).

Once synchronization is complete, the collected pages appear in the service folder entered in the external account(refer to Delegating write access to Adobe Campaign [page 12]). By default, pages are added to the root of theFacebook service folder which is available via the Profiles and Targets > Services and subscriptions menu.

You may now publish on the walls of your Facebook pages directly via Adobe Campaign. For more on this, refer toPublishing on Facebook [page 36].

Creating a Facebook application

Thanks to web applications, Social Marketing lets you display personalized content in your Facebook applications,making it easier to acquire prospects via this social network. For more examples of Facebook type web applications,refer to Examples of Facebook apps [page 59].


Configuration

Note:

It is also possible to integrate Adobe Campaign with a Facebook application developed by a partner. In this case,there is no need to use the Adobe Campaign web application to acquire Facebook profiles. For more on this, referto Configuring external accounts [page 18].

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 request screen.For more on this, refer to: Entering the Terms of service and Privacy policy links [page 22].

3 For each Facebook application, create a Facebook Connect type external account. For more on this, refer to:Configuring external accounts [page 18].

4 For each Facebook application, create a Facebook type web application in Adobe Campaign. For more on this,refer to: Creating a Facebook type web application [page 22].

5 Configure your Facebook applications so that they are displayed as tabs on your Facebook page. For more onthis, refer to: Configuring Facebook tabs [page 25].

Configuring external accountsFor each Facebook application, you need to create a Facebook Connect type external account.

This step requires access to both your Adobe Campaign 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), and select theSettings > Basic tab.

Note:

If the Facebook Web Games section does not appear, click the Add Platform button, at the bottom of the page,and select Facebook Web Games.

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


Configuration


1 Enter a label and an internal name and select the Facebook Connect type.

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

Application hosted by a partner

It is possible to integrate Adobe Campaign with a Facebook application developed by a partner. In this case,there is no need to use the Adobe Campaign web applications to acquire Facebook profiles. When the Facebookuser installs the application, a key (access token) is generated. The partner forwards this access token to AdobeCampaign by calling up a web service. Adobe Campaign 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 Adobe Campaign, you need to copy the content of the App ID andApp Secret Facebook fields and paste it into the Application ID and Application secret fields of the console.

Application hosted by this instance

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If you want to host the application on this instance (if you don't have a third-party application), you need to usethe Adobe Campaign web applications to acquire Facebook profiles. For more on this, refer to Examples ofFacebook apps [page 59].

In the Adobe Campaign console, copy the address contained in the Secure Canvas URL field and paste it intothe the Facebook Web games (https) field on Facebook (in the Facebook Web Games section).

Warning:

You must not use the unsecure URL under any circumstances.

On Facebook, copy the content of the App ID and App Secret fields and paste it into the Application ID andApplication secret fields in the console.

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

4 In the Adobe Campaign console, click the Subscribe button to enable Adobe Campaign to recover the data inreal time each time a fan checks in via this application. For more on this, refer to: Examples of Facebook apps[page 59].


Configuration

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

The configuration stages are as follows:

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

2 Select the Settings > Basic tab and enter the Privacy Policy URL and Terms of Service URL fields.

Creating a Facebook type web applicationThe Adobe Campaign Facebook application lets you display personalized content in your Facebook application. Foreach Facebook application, you need to create a web application in Adobe Campaign. 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 a Facebook web application template from the list and enter the label.

Note:

There are four Facebook web application templates offered by default:

n New Facebook application: select this template if you want to start from a blank application.

n Pre-entered form: Facebook application with a form and a "Facebook login" button which allows users toautofill the form's fields using the data from their profile. This allows the users to complete the form morequickly and for brands to obtain better quality information.

n "Canvas page" competition: Facebook application that is displayed across the screen for a better visualexperience for the users.

n "Page Tab" competition: Facebook application fully integrated into the brand page tabs.


Configuration

3 In the Application field, enter the external account linked to the Facebook application. For more on this, referto: Configuring external accounts [page 18].

4 Select the Edit tab, then edit the web application. For more on this, refer to: Examples of Facebook apps [page 59].

5 Once the web application is complete, select the Dashboard tab, then click Publish to publish online.

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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 thefollowing steps:

1 Select the Facebook application (https://developers.facebook.com/apps), and select the Settings > Basic tab.

2 At the bottom of the page, click the Add Platform button, and select Page Tab.


Configuration


3 In the Page Tab Name field of the Page Tab section, enter the label as you want it to appear on the Facebookpage.

4 In the Secure Page Tab URL field, enter the public URL of the web application, which is accessible via theDashboard tab of the web application. For more on creating Facebook type web applications, refer to Creatinga Facebook type web application [page 22].

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

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

Configuring publishing on Twitter

In order for Adobe Campaign to be able to send tweets to your Twitter accounts, you need to delegate write accessto Adobe Campaign 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.

Creating a test account on TwitterWe also recommend creating a private Twitter account which can be used for sending tweet proofs (for more onthis, refer to Sending the proof [page 53]):

1 Create a new Twitter account.

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

3 Select the Security and privacy tab, and check the Protect my Tweets box.


Configuration

http://twitter.com

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

Creating an application on TwitterIn order for Adobe Campaign 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://apps.twitter.com/.

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https://apps.twitter.com/

3 Then click the Create New App button on the right.

4 Let the wizard guide you through the process.

Warning:

In order for this application to allow Adobe Campaign to send tweets to your account, go to the Permissionstab of the application and select Read and Write for the Access section. In the Settings tab, you also need toleave the Callback URL field empty.

Delegating write access to Adobe CampaignFor each Twitter application, you need to create a different Twitter type service which will include the applicationsettings.

This step requires simultaneous access to your Adobe Campaign console and an Internet browser logged on to yourTwitter account:


Configuration

n Twitter: select the application created previously (https://dev.twitter.com/apps), and click the Keys and AccessTokens tab.

n Adobe Campaign: go to the Profiles and targets universe, click the Services and Subscriptions link and clickthe Create button.

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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 Twitter accountsynchronization workflow (refer to Synchronizing Twitter accounts [page 34]) recovers the list of Twitter followersso that you may send them direct messages (refer to Sending direct messages to subscribers [page 54]). If youdo not want to recover the list of followers, uncheck this box.

2 Enter the label and internal name of the service.


Configuration

Warning:

The Internal name of the service must be identical to the name of the Twitter account. To make sure there areno 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.

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3 In the Visitor folder field, select the visitor folder which the followers will be created in. For more on this, referto Operating principle [page 54]. By default, followers will be created at the root of the Visitors folder.

4 On Twitter, copy the content of the Consumer Key (API Key) and Consumer Secret (API Secret) fields and pasteit into the Consumer key and Consumer secret fields of the console.

5 On Twitter, copy the content of the Access Token and Access Token Secret fields and paste it into the Accesstoken and Access token secret fields of the console.


Configuration

6 In the Adobe Campaign console, click Save. Delegation of write access to Adobe Campaign is now complete.

Note:

You must create one Twitter type service per Twitter application.

The Twitter account Synchronization workflow synchronizes Twitter accounts in Adobe Campaign. For more onthis, refer to Synchronizing Facebook pages [page 17].

Synchronizing Twitter accounts

Warning:

In order for the workflow to recover the list of Twitter subscribers, the Twitter account synchronization box mustbe checked in the editing section of the service linked to the account. For more on this, refer to Delegating writeaccess to Adobe Campaign [page 29].

The Twitter account synchronization workflow, which is accessed via the Administration > Production > Technicalworkflows > Managing social networks node, lets you synchronize Twitter accounts configured previously withAdobe Campaign. By default, this workflow is triggered every Thursday at 7:30AM.

Note:

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

You may now send tweets to your Twitter accounts and direct messages to your followers. For more on this, referto: Publishing on Twitter [page 48].

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

Table of ContentsOverview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35Publishing on Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

Limitations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36Creating the delivery . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36Selecting the main target . . . . . . . . . . . . . . . . . . . . . . . . . . 36Selecting the proof target . . . . . . . . . . . . . . . . . . . . . . . . . . 38Defining the audience . . . . . . . . . . . . . . . . . . . . . . . . . . . 39Defining message content . . . . . . . . . . . . . . . . . . . . . . . . . . 40Previewing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45Configuring tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46Sending the proof . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46Sending the message . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

Publishing on Twitter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48Publishing on your Twitter accounts . . . . . . . . . . . . . . . . . . . . . . . 48Sending direct messages to subscribers . . . . . . . . . . . . . . . . . . . . . . 54

Overview

Social Marketing lets you send deliveries to your various Facebook pages and Twitter accounts as opposed to recipientprofiles. On Facebook, delivery content is displayed in the form of publications on page walls and will also appearin the news feed of all page fans. On Twitter, delivery content is displayed as tweets and will appear on the homepage of account followers. You can also send direct messages to the account followers which you collect.

Warning:

Adobe Campaign asks that you comply with the terms of service communicated by Facebook and Twitter regardingmessage delivery.

Before sending publications, you need to comply with the configuration steps described in Starting workflows[page 7].

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


CHAPTER 3

Publishing on Facebook/Twitter

delivery-v6.1-en.pdf#nameddest=ACY-25097

Publishing on Facebook

Once configuration is complete, Social Marketing lets you post publications on the walls of your Facebook 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.



3 Select A Facebook page.

4 In the Folder field, select the service folder which contains the Facebook page. By default, pages are stored inthe root of the Facebook service folder. Then select the Facebook page which you want to post on.

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

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a private Facebook page, refer to Creating a test Facebook page [page 9]. To select the proof target, apply the samesteps as for the main target: Selecting the main target [page 36].

Note:

If you are using the same Facebook test page for all deliveries, you can save the proof target in the Publish to abrand page delivery template, which is accessed via the Resources > Templates > Delivery templates node. Theproof 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: Adobe Campaign Paris, Adobe Campaign London,etc.).

However it is also possible to use the audience filters used by Facebook. The Audience tab of the Select targetwindow 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 Facebook filters intoaccount.

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 status

A status type delivery can only contain text, as in the example below:

Enter the publication status in the input zone.

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Publishing a status with a link

A status type delivery with a link may contain text, images and a link. The following section details the symmetrybetween the fields of the delivery editing screen and the final publication on Facebook:

Enter the various fields:

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 publication title.

3 In the Link field, enter the URL that the publication points to.

Note:

If you want to add the Link field to the URL of a Facebook application to promote it, we recommend that youadapt it to smartphone display criteria:

1 Select the Facebook application (https://developers.facebook.com/apps), and select the Settings > Basictab.

2 Enter the Namespace field.

3 Enter the Mobile Site URL field: when a user clicks the publication link on their smartphone, they willautomatically be redirected by Facebook to the URL defined in this field.

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

5 Go to the Link field of the publication via the Adobe Campaign console, enter the URL of the Canvas pagefield.

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 that will appear at the end of the publication.




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

Publishing a status with a YouTube link

This type of content lets you publish a link to a YouTube video. Just like a status with a regular link, you can definea status, a name, a caption, a description and an additional link. The image is added by Facebook automatically.Symmetries between the fields of the delivery editing screen and the final publication on Facebook are detailedbelow:


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 publication title.

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 'abc123456'.

4 In the Caption field, enter the text that will appear at the end of the publication.

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



Publishing a photo album

This type of content enables you to publish a photo album. You can add a name and a description for the album aswell as a caption for each photo. Symmetries between the fields of the delivery editing screen and the final publicationon 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.

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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 are stored atthe root of the Facebook service folder.



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 proof beforefinal delivery for an exact rendering of the publication. Refer to Sending the proof [page 46].

Configuring trackingTracking can be viewed in the delivery reports and in the Edit > Tracking tab of the delivery and the service.

Clicks on the URL contained in the delivery are measured by Adobe Campaign. The number of clicks on the Likebutton, the number of comments and the number of fans are measured by Facebook.

Tracking configuration is the same as for an email delivery. For more on this, refer to the Delivery guide.

Note:

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

Sending the proofWe highly recommend sending a proof of your publication before the final delivery to view the exact rendering ofthe publication on a private Facebook test page. For more on creating a private Facebook test page, refer to Creating

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a test Facebook page [page 9]. The steps for selecting the target proof are detailed in Selecting the proof target[page 38].

Proof delivery is identical to email deliveries. Refer to the 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.




4 Click Confirm delivery, then click Yes.

Publishing on Twitter

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

Limitations

The following limitations are constraints which are inherent to Twitter.

n The message may not exceed 140 characters.

n HTML format isn't supported.

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Creating the delivery

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

Selecting the main target

Select the account(s) which you want to send tweets to.





3 Select A Twitter account.

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

Selecting the target of the proof

The Target of the proofs tab lets you define the Twitter account to use for test deliveries before the final delivery.We therefore recommend that you create a private Twitter account dedicated to sending proofs. For more on howto create a private Twitter account, refer to Creating a test account on Twitter [page 27]. The steps for selecting theproof target are the same as for selecting the main target. Refer to Creating a test account on Twitter [page 27].

Note:

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



Defining the message content

Type the content of your tweet in the Content tab.

Viewing the preview

The 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.

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

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Note:

The preview may differ slightly from the final tweet. We highly recommend sending a proof before final delivery toview an exact rendering of the tweet. Refer to Sending the proof [page 53].

Configuring tracking

Tracking 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. For more on this, refer to the 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 proof

We highly recommend sending a proof of your publication before the final delivery to get an exact rendering of thepublication on a private Twitter test page. For more on creating a private Twitter account, refer to Creating a testaccount on Twitter [page 27]. The steps for selecting the proof target are detailed in Selecting the target of the proof[page 51].

Proof delivery is identical to email deliveries. Refer to the 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.



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3 Once the analysis is finished, check the result.

4 Click Confirm delivery, then click Yes.

Sending direct messages to subscribers

Operating principle

The Synchronize Twitter accounts workflow (refer to Synchronizing Twitter accounts [page 34]) recovers the list ofTwitter subscribers so that you can send them direct messages. The recovered followers are stored in a specific table:the visitors table. To display the list of Twitter followers, go to the Profiles and Targets > Visitors node.

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Warning:

In order for the workflow to recover the list of Twitter followers, the Synchronize Twitter accounts box must bechecked in the Edit screen of the service linked to the account. For more on this, refer to: Delegating write access toAdobe Campaign [page 29]

For each follower, Adobe Campaign 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

Limitations

The 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 can deliver inseveral waves. Deliveries in waves are configured like email deliveries. For more on this, refer to the relevantsection of the Delivery guide.

Creating the delivery

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

Selecting the main target

Select the followers whom you want to send your direct message to.



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3 Select a type of targeting.

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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 250 followers, wehighly recommend delivering in waves. This involves the same process as email deliveries. Refer to therelevant section of the Delivery guide.

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

Selecting the target of the proof

The Target of the proofs tab lets you select the follower who will receive the proof of your direct message. Theselection process is the same as for the main target. Refer to Selecting the main target [page 49].

Note:

If you want to send all your direct message proofs to the same Twitter follower, you can save the proof target in theTweet (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.



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Defining message content

Enter 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's name inthe body of the message. Content personalization is detailed in the Delivery guide.

The following steps are the same as for sending a tweet to a Twitter account. Refer to Publishing on your Twitteraccounts [page 48].

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Table of ContentsExamples of Facebook apps . . . . . . . . . . . . . . . . . . . . . . . . . . 59

Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60Quick start: creating a Facebook application in 7 steps . . . . . . . . . . . . . . . . . 61How to forward settings to a Facebook application? . . . . . . . . . . . . . . . . . . 65How to acquire fan data? . . . . . . . . . . . . . . . . . . . . . . . . . . 66How to pre-load the fields of a form using Facebook profile data . . . . . . . . . . . . . . 76

Tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76

Examples of Facebook apps

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


CHAPTER 4

Annexes

Note:

It is also possible to integrate Adobe Campaign with a Facebook application developed by a partner. In this case,there is no need to use the Adobe Campaign web application to acquire Facebook profiles. For more on this, referto Configuring external accounts [page 18].

Warning:

Please comply with the configuration steps described in Creating a Facebook application [page 17].

Note:

This section details the elements linked to Facebook type web applications. All elements shared with standard webapplications 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 in 7 steps[page 61]

n How to forward settings to a Facebook application: refer to: How to forward settings to a Facebook application?[page 65]).

n How to acquire fan data: refer to: How to acquire fan data? [page 66]).

Warning:

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

RecommendationsThe following limitations are linked directly to Facebook:

n You must build all your web applications in HTTPS.

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

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Quick start: creating a Facebook application in 7 stepsThis example provides a step by step process of how to display an Adobe Campaign built application in Facebook.In this case, we want to create an application that lets you display the Welcome message when the user clicks theapplication 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: Creatinga Facebook application [page 10].

2 Create a Facebook Connect type external account and enter the parameters of the Facebook application. Formore on this, refer to: Configuring external accounts [page 18].


Annexes


3 Enter the Terms of service and Privacy policy links to be displayed on the Facebook permission request screen.For more on this, refer to: Entering the Terms of service and Privacy policy links [page 22].

4 Create a Facebook type web application in Adobe Campaign. For more on this, refer to: Creating a Facebooktype web application [page 22].

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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 on this, referto: Configuring Facebook tabs [page 25].

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

How to forward settings to a Facebook application?

Warning:

Comply with the configuration steps detailed in Creating a Facebook application [page 17].

In example 1, we personalized the display of the Facebook page according to the value in the Fan of the page field.It is also possible to process the Application settings field. This field lets you recover data contained in a link generatedby Adobe Campaign, via Facebook.

Let's take the example of a company which decides to send an email campaign. In the delivery, a link points towardsthe Facebook application. This link is personalized thanks to the app_data parameter added at the end of the URL.The value of this parameter could be an indicator which reflects customer significance. In our example, the valuesof the app_data parameter are big (significant customer) and small (less significant customer).

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 Adobe Campaign by Facebook, the value of the Application parametersfield is collected, thus enabling Adobe Campaign to personalize application display based on this parameter.

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


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

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.

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

How to acquire fan data?

Warning:

Comply with the configuration steps detailed in Creating a Facebook application [page 17].

This example shows you how to get in touch with Facebook users and offer for them to share their profile information.Let's take the example of a company which wants to acquire prospects and organizes a competition on their Facebookpage to attract them.

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Whenever a user clicks the App03 tab, we ask them if they want to take part in the competition.

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


Annexes

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

n An End activity

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Test activity

The 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 agreed to sharetheir information. The first branch of the Test activity lets you make the competition available only to users whohave never entered, i.e. those with an empty ID.

n application parameter equals 'thanks': to sidestep a display error linked to Facebook, the web application endpage points towards the URL of the Facebook application which the app_data parameter is added to using thethanks value (for more on this, refer to: End activity [page 72]). The second branch lets you find out whetherthe user comes from the End activity of the first branch (and has just entered the competition) to display a thankyou message. For more on using additional URL parameters, refer to: How to forward settings to a Facebookapplication? [page 65].

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


Annexes

Competition page

To sidestep the display error linked to Facebook, you also need to select Parent window or In the top window inthe Window field of the competition page.

Access control activity

The Access control activity lets you display the Facebook permission request page when the user enters thecompetition. If they agree to share their information, it is recovered during pre-loading. For more on this, refer to:Pre-loading activity [page 70].

If you previously entered the external account when creating the web application (refer to Creating a Facebook typeweb application [page 22]) you don't need to edit the activity. If not, go to the Application field and select the externalaccount linked to the Facebook application.

Pre-loading activity

Select the data source to be used for pre-loading:

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

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

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Marketing database

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

Note:

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

Facebook

This option lets you define the Facebook profile information to collect, among that which the user has agreed toshare, 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 the profile photo, the list of friends, email address, date of birth, interests and locationby checking 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 screen willautomatically 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 Adobe Campaign and via Facebook) add two pre-loading boxes one afterthe other.

Save activity

The 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 visitor willbe 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 a Facebooktype 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. Delivery mappingsare 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 are empty,profiles are searched for and created in the default folder of the mapping schema.

End activity

To sidestep the display error linked to Facebook, you need to check the Use an external URL box and enter the URLof the Facebook application, followed by the app_data parameter and a value. This value will be used in the Testactivity to detect whether or not the user has just entered the competition, and to display a thank you message ifapplicable. For more on this, refer to: Test activity [page 69].

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In our example, the value used is thanks.

Details screen of a visitor

Just like for Twitter followers (refer to: Operating principle [page 54]), recovered Facebook profiles are stored in thevisitors' 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 the Friendsbox is checked in the Pre-load activity (refer to: Pre-loading activity [page 70]), friends are also added.

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

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


Annexes

A red cross means that the visitor was reconciled with a recipient. You can click the magnifier to the right of theRecipient 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, thendouble-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 Adobe Campaign

n pages liked by the fan

n check-ins by the fan

Note:

In order for Adobe Campaign 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 18].


Annexes

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

Note:

Before you start using this function, you need to create a Facebook application and a Facebook Connect type externalaccount. For more on this, refer to Configuring external accounts [page 18].

Tracking

Social Marketing provides reports which enable you to measure the reactivity rate of Facebook and Twitter deliveriesand 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.


Annexes

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

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