Supplemental Document 5

Using Your CRM Data onFacebook and Twitter

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Both Facebook and Twitter empower you to use your existing CRM data to target

customers and prospects on these social networks. Facebook and Twitter’s platforms

allow you to easily input information like phone numbers and email addresses to

target specific individuals on the social networks they spend the most time on.

Your CRM Data

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Next, upload the identifying information you have for your segments.

The information on your list will be “hashed” – meaning the data will be

formatted so it can be properly interpreted by the platforms’ ad systems

– before being sent to Facebook or Twitter. The system will match the

“hashes” – the formatted and anonymized data that is sourced and

translated from your customer list – against Facebook and Twitter’s active

users. From this, the systems will build an audience segment in your

account with everyone that matches your list for you to target.

You’ll be able to overlay standard targeting to refine your audience and

reach an even more precise group. Now, in addition to finding the types

of people you want to reach on Facebook and Twitter as a whole, you can

finely target segments of specific people based on your own customer lists.

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Your CRM Data. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

First, you identify the segments of customers you’d like to talk to

within your customer database. These segments should be based

on the defining features that align with your sales goals.

For example One segment may be a list of customers nearing the

end of their manufacturer’s warranty term that might be interested

in an extension offer. Another segment may be a list of customers

with a certain model year vehicle that you want to target for

buyback and trade-in offers. You can create a list for each discrete

group and goal.

CRM Data Upload

Your Data(email or phone numbers)

UploadHashed Data

Matches/Custom Audience

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Facebook Instructions1

The Custom Audiences feature makes it easy to target specific

customers or prospects with ads at scale. It allows you to:

• Match your customer list against Facebook users in a

secure and private way. (Email match rates are typically

between 40% to 60%.)

• Use your customer list together with Facebook standard

targeting features, such as demographics and location, to

reach highly engaged customers.

Step 1: Download your ad account in Power Editor

Step 2: Design your audience

• Once you’ve created a Custom Audience, all those

contacts will stay together as a single group or target

audience. If you want to further customize your targeting

CRM Data on Facebook. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Step 3: Prepare and upload your lists

• Gather your lists together in a CSV or TXT format, or upload

a list directly from your MailChimp account. Virtually all

CRM or email marketing systems provide a simple export

tool that will create a list in a CSV or TXT format with a

single click. Each contact identifier must be separated by a

new line or carriage return. The identifier can be an email

address or phone number, formatted as follows:

Note: Each list you upload must only contain one type of identifier. If you want to create a Custom Audience based on emails and phone numbers, you will need to upload each list of identifiers separately.

audiences, you can choose to split your contacts up

and create separate Custom Audiences.

Make sure you have Power Editor installed or learn how to

install Power Editor.

In Power Editor, log in as an administrator of the ad account,

click the “Download” button in the top right corner and select

“All My Accounts.” Then, click “Download” again.

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Step 4: Create your Custom Audience

Click “Create Audience” on the Audiences tab in Power Editor.

Enter a unique name for your Custom Audience.

Select which type of identifiers either the email or phone

number your list contains.

Click “Choose File” to upload your list and then click “Create”

to finish.

Power Editor will begin uploading your list to Facebook and

you will see the progress bar moving. Depending on the size

and complexity of your list, it may take up to one hour for

your custom list to be available for targeting, but the process

generally completes more quickly. While your list is being

processed, the status of your Custom Audience will be listed

as waiting. Click Check Updates to refresh the status. When

the processing is complete, the status of your custom list will

change to Ready.

Step 5: Using your Custom Audience for ad targeting

1. Target your Custom Audience with an ad.

• In Power Editor, first make sure you are working with

an updated version of your account and audiences.

To do this, click “Check Updates” or re-download the

ad account that contains your Custom Audience. You

should consider updating and re-downloading the list

on a recurring basis (weekly or monthly, for example)

so the system can target using your latest and most

complete customer database. If you regularly capture

high quantities of customer leads into your CRM

system, consider updating the list more frequently.

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CRM Data on Facebook (cont.)

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• Click “Create Ad” using Audience, in the Custom

Audiences tab.

• Select the campaign that you want your new ad to be a

part of, such as Spring Lease Deals.

• Enter your ad details and schedule the ad to run as you

would for any other ad.

• Your new Custom Audience will now be targeted by the

new ad.

Exclude a Custom Audience from your ad targeting.

Custom Audiences can also be used to specify people that

should not see an ad. You can use this feature to manage a

marketing opt-out list or to exclude your current customers

from an acquisition campaign.

• Use the Custom Audiences fields among your ad targeting

options to exclude audiences from your targeting

Note: if you exclude an audience from your ad targeting, this will override any other “include” targeting that you created.

You can also add Facebook standard targeting, such as

demographics and location, to reach highly engaged

customers.

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CRM Data on Facebook (cont.)

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CRM Data on Twitter. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

1. First, log in to your ad account at ads.twitter.com. You

will need to enter a valid credit card in order to see and

make use of most of the features.

2. Click “Audience Manager” under Tools.

Audience Manager is a neat tool that Twitter recently

introduced. It is similar to Facebook’s Saved Audiences.

Once you create an audience list using this tool, you can

re-use the same targeting option each time you create

ads, saving a lot of your time in ad setup.

3. Once you’re there, click on “Create new list audience.”

4. Choose an intuitive name that tells you about the

audience you create, such as “Winter maintenance offer”.

5. Next, choose an appropriate data type, depending on the kind

of data you have. The most common data type is a list of email

addresses you’ve collected and stored in your CRM database.

Note: If you’re going to use a customer list and want to upload it as a file, it must be a CSV Excel file with a single column of data and no heading, or a TXT file with the same.

6. Upload your data file.

Note: DO NOT tick the checkbox below it, so Twitter will rehash the data after you upload it; this will increase the security of the data that you’re uploading onto Twitter.

7. Go ahead and click on “Create list audience” to complete the

setup.

Twitter Instructions2

You can create a Tailored Audience using Twitter’s Campaign

Dashboard.

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Wrap-Up. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

The ability to import existing, verified and valuable customer

data from other channels into your social media advertising

is an incredibly powerful tool at your disposal. Now, not only

can you reach prospects and individuals that meet your target

customer profile, you can also reach the exact individuals within

your database on social media.

This highly personalized and segmented targeting tactic

eliminates a significant percentage of “waste” in the advertising

process, ensuring that your dealership is reaching only the

individuals most likely to be receptive to the message or offer

you are delivering.

Furthermore, utilizing CRM data in your social advertising

efforts helps close the loop between your disparate marketing

channels and tactics, creating a more cohesive and connected

marketing practice for your dealership.

Wrap-Up

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Feel free to email

dealersocial@ahm.honda.com with any questions.

To see all supplemental documents, please visit:

www.socialmediaseries.honda.com

And please remember to submit all Social Media ads for DMA

compliance pre-approval prior to posting.

If you would like help with your social media efforts reach out to

our preferred vendors.

(866) 673-7887

http://www.socialdealerprograms.com/hondapreferred/

(888) 382-8707

http://www.drivedominion.com/prime-honda.html

(877) 285-1094

http://3birdsmarketing.com/OEM/Honda-Preferred

(855) 653-5463

https://honda.nakedlime.com/TM

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