Social Media Integration in Marketing

Technical Data
Technical Name of Business Function	CRM_SMI_MKT
Type of Business Function	Enterprise Business Function
Available From	SAP enhancement package 3 (SP02) for SAP CRM 7.0 Enhanced with SP03
Technical Usage	CRM Core
Application Component	Business Partners (CRM-MD-BP) Marketing Prospect (CRM-MKT-MP) External List Management (CRM-MKT-EAL) Marketing Planning and Campaign Management (CRM-MKT-MPL-CPG)
Required Business Function	Social Media Integration in Business Partner (CRM_SMI) High-Volume Marketing (CRM_MKT_HVS)

You can use this business function to capture information about marketing prospects, with the aim of targeting them with marketing campaigns in the most appropriate way. The business function also enables you to capture social media user data, helping you to understand and influence the consumers who are talking about your brand in social media.

Initially, marketing prospects can be created in SAP CRM with very little data. As nurturing and qualification takes place, the marketing prospect is updated. For example, interactions with the prospect are recorded during marketing campaigns. The success of marketing activities, measured by a score, can influence the decision for conversion to an account. When a marketing prospect has sufficient data and the score indicates a readiness to buy, you convert it.

Prerequisites

You have installed the following components as of the version mentioned:

Type of Component

Component

Required for the Following Features Only

Software Component

BBPCRM 713
You have activated the business function Social Media Integration in Business Partner (CRM_SMI).
You have activated the business function High-Volume Marketing (CRM_MKT_HVS).

Type of Component	Component	Required for the Following Features Only
Software Component	BBPCRM 713

Customizing Settings

For campaign execution, you activate the creation of interaction objects for each marketing prospect and account in Customizing for Customer Relationship Management, under Marketing Marketing Planning and Campaign Management Campaign Execution Define Communication Medium Define High-Volume Communication Medium .
You set up score calculation based on interaction objects or your own logic in Customizing for Customer Relationship Management, under Master Data Business Partner Marketing Prospects Define Score for Interaction Objects and BAdI: Customer-Specific Data for Interaction Objects.

Features

Marketing Prospect Enhancements

You can edit a marketing prospect once it has been created in the system.
To measure prospects’ responses to your interactions with them, you can record qualification scores for different interactions (this feature is available as of SP03).
This score indicates the degree of readiness of a prospect to buy from your organization. When you consider the prospect to have a high enough score, you convert it to a business partner. You can use the program CRM_MKTHV_CONVERT_MP_TO_BP to execute a mass conversion of marketing prospects to business partners based on qualification scores.
Social media user data can be stored in the assignment block Social Media User Data.
The assignment block Interactions displays interaction objects that are created during high-volume campaign execution to log contacts with prospects.
You can create marketing prospect data with the OData (Open Data Protocol) service CRM_MKT_PROSPECT_ODATA (this feature is available as of SP03).
Program CRM_MKT_PROSPECT_SMI_UPDATE is available for updating the social media user data that is stored with your marketing prospects.

For more information, see Marketing Prospect.

External List Management Enhancement

You can use External List Management (ELM) to create or update business partners (persons, organizations), and marketing prospects including their social media data (such as social media channel and social media account). The mapping tool supports the creation and update of multiple social media users for each business partner and marketing prospect. For more information, see Mapping Fields.

Duplicate checks are available for marketing prospects. For more information, see External List Management in SAP CRM.

Interaction Object Enhancement

In Customizing, you can specify for high-volume campaign executions that interaction object entries are created for each account and marketing prospect involved. The campaigns executed are available in the Interaction History assignment block for the respective accounts and the Interactions assignment block for the respective marketing prospects.
In Customizing, you can specify the interaction object scores that are created when an interaction for a marketing prospect takes place (this feature is available as of SP03).

For more information, see Interaction Object.

Personalized Mail Enhancement

You can use social media attributes for personalized mails for contact with accounts and marketing prospects. You can use the social media attributes (such as Social Media Channel Code and Social Media User Name) for the creation of mail forms based on the usage of Internet mails and high-volume Internet mails by choosing the attribute categories Business Partner or Marketing Prospect.

For more information, see Attributes in Mail Forms.