New social network metrics for CRM 2.0

Christine Balagué () and Baptiste De La Robertie
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Christine Balagué: IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management
Baptiste De La Robertie: IRIT-SIG - Systèmes d’Informations Généralisées - IRIT - Institut de recherche en informatique de Toulouse - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique - Toulouse INP - Institut National Polytechnique (Toulouse) - UT - Université de Toulouse - TMBI - Toulouse Mind & Brain Institut - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse

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Abstract: Social networks are mainly considered by marketers as valuable earned media on account of their potential viral audience. They also constitute a source of big data on individuals increasing marketers' knowledge on consumers or prospects. Matching social networks and transactional data, this research focuses on innovative scoring of Facebook active fans in order to implement a CRM 2.0 strategy. Our contribution consist first in developing a specific crawler with a big data infrastructure to collect automatically Facebook brand pages data, and second in scoring active Facebook active fans through algorithms developed with R. We propose several operational recommendations based on this work which also opens future researches.

Keywords: Social networks; Metrics; CRM 2.0 (search for similar items in EconPapers)
Date: 2014-06-12
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Published in 36th Annual ISMS Marketing Science Conference, Jun 2014, Atlanta, United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01273581

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