Strategic Customer Analysis and Marketing Planning for Facebook

This report provides a comprehensive analysis of Facebook's marketing planning and strategy, with a specific focus on customer identification and relationship management. It examines Facebook's key customer segments, including corporate clients and advertisers, and delves into the interaction processes and relationship atmosphere, particularly highlighting the role of key account management. The report further explores Facebook's customer relationship management (CRM) strategies, detailing the strategy development, value creation, multi-channel integration, and performance assessment processes. The analysis includes an examination of the relationship environment between Facebook and its key clients, such as Kenshoo, emphasizing the interdependence and collaborative nature of these relationships. The report utilizes various software and frameworks, such as Haystack, Scribe, and Thrift, to illustrate how Facebook manages customer data and customizes experiences. Finally, the report emphasizes the importance of similar goals and values in maintaining strong customer relationships within Facebook's marketing ecosystem.

Running head: MARKETING PLANNING AND STRATEGY
Marketing Planning and Strategy
Name of the Student
Name of the University
Author note

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Executive Summary
The report has helped in analysing the customer identification and analysis for Facebook
along with analysis of key interaction process and relationship atmosphere. The analysis and
identification of the customer relationship management has been done in order to understand
the importance of the same in the company in gaining competitive advantage in the market.

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Table of Contents
3.Key Customer Analysis...........................................................................................................3
3.1 Key Corporate Client {Customers and Advertisers}.......................................................3
3.1.1 Interaction Process & Relationship Atmosphere......................................................3
3.1.1.1 KEY ACCCOUNT MANAGEMENT...................................................................4
3.2 Customer Relationship Management...............................................................................5
3.2.1 Strategy Development Process..................................................................................6
3.2.2 Value Creation Process.............................................................................................7
3.2.3 Multi-Chanel Integration Process.............................................................................7
3.2.4 Performance Assessment Process.............................................................................8
3.3 Relationship Environment................................................................................................8
References................................................................................................................................10

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3.Key Customer Analysis
Before analysing the key customers of Facebook, the business model of Facebook has
to be identified and analysed effectively that includes both business to business along with
business to customers (Facebook, 2018). The customers of Facebook are segregated into two
main categories that include developers and the other part is marketers and advertisers. In
order to serve the entire purpose of the report, the marketers and internet users will be taken
into consideration as they directly connect with Facebook (Chang et al. 2014).
3.1 Key Corporate Client {Customers and Advertisers}
The corporate clients of Facebook consist of the different customers and advertisers.
However, the main customer of Facebook is Kenshoo that is one of the Google’s largest
search advertisement clients that takes up the maximum sales of Facebook in which there is
separate entity when counting the overall sales.
The collaborative relationship with customers in Facebook has with Kenshoo is
beneficial for both the companies as they are the market leaders in the competitive market.
Both the companies are trying to expand their presence through providing the customers with
bundle of services and Kenshoo was chosen as this has the right amount of resources and this
will attract more customers.
3.1.1 Interaction Process & Relationship Atmosphere
When Facebook is dealing with B2B customers, the respective company uses the
micro network response in such a manner it assists them in enhancing the customer
relationship of the strategic importance (Facebook, 2018).

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3.1.1.1 KEY ACCCOUNT MANAGEMENT
Facebook employs different key account managers to maintain the positive type of
relationship with the corporate clients and customers. The practices related to the strategy
practices the relational model. In the Pre-Kam stage, Facebook identifies the accounts that are
essential as this assists them in maintaining the different kind of maximisation of the
operations as this can provide the end users with proper products and services. The main goal
is to hold the possible reach of the customers within easy type of transactions (Chang et al.
2014).
For instance- Facebook has been introduced in front of the public as a page that tried
to connect the customers who are away from each other and tried to connect them socially.
The main motive of the company was to create long term relationships with the customers
effectively. Furthermore, Facebook has collaborated with WhatsApp to gain stronger
customer base in the economy as this created more focus in gaining competitive advantage in
the market (Chang et al. 2014).
The second stage is helping in retaining the key accounts by development of the
customers in the organization. There are different kind of customer loyalty quiz programs
organized by Facebook and they collect the different feedbacks provided by the employees as
this was the promotional event for the organization (Khodakarami and Chan, 2014).
The third stage is the Mid-Kam that helps in fostering the relationship between the
key customers along with the company Facebook. The commitment of the Facebook is
essential in gaining strong customer base and this helps in valuing the relationship with the
customers in the market as well. Facebook performs the task by appointing key accounts

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manager to the clients who are strategic and the identification of risks are done to analyse the
risk involved in it and reduce the same in an appropriate manner.
The key accounts manager needs to have strong along with positive attitude to know
and understand the customers effectively. The process of training is essential to be provided
to employees and key accounts manager to engage the different customers appropriately and
this helps in engaging the customers effectually.
The fourth stage is the partnership-Kam wherein this included the different
relationships are maintained and this reduced the cost. Both Facebook and Kenshoo have
made marketing efforts to increase their social presence by implementing different
technological advancement implementations and this reduced their expenses related to
marketing as well and reach the customers effectively.
Lastly, the final stage includes synergistic-Kam wherein all the companies work in an
independent manner to achieve the goals in an appropriate manner. Facebook and Kenshoo
tries to execute different account managers through providing assistances as this will help
them in ensuring the customers to gain competitive advantage in the market.
3.2 Customer Relationship Management
Facebook utilizes the Haystack, Scribe and Thrift software in their entire process that
are based on customer relationship management. These kind of software programmes
provide the real time information on the usage patterns of the different customers such as the
time spent by them on the Facebook page along with their opinions. The major section of the
strategic CRM network is the data repository system that has been applied by Facebook in the
business model (Khodakarami and Chan, 2014). There are four major aspects of the
framework of CRM that starts from process of development of strategy till the process of
assessment of performance.

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3.2.1 Strategy Development Process
In the strategy development process, this is essential in nature to figure out the
achievements that has to be achieved by the company along with the analysis of their desire.
In the particular case, Facebook desires to expand the entire share in market along with
working with a similar company that has similar kind of objectives to create significant kind
of influence (Soltani and Navimipour 2016).
This is parallel to Early-KAM stage wherein Kenshoo was the perfect fit as an
advertiser in the business strategy of Facebook “Helps you connect and share with the people

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in your life” (Eichorn 2018). It is one of the market leader in the entire company that assists
in providing necessary resources and it creates right amount of scale for the expansion in
global market.
3.2.2 Value Creation Process
After the identification of the different customers to work in the future and in the
present scenario, Facebook analyse the different data that was provided in the CRM software
as this helps in figuring out the best kind of service of Kenshoo in providing value added
services (.
Both Facebook and Kenshoo have been bundling the different kind of services
together in order to strengthen the share in market along with increase the social level of
desirability. Both the companies have tried to enhance the image of their organization by
combining the efforts of corporate social responsibility. This helps in saving time and costs
by the involvement of the different campaigns (Valmohammadi and Beladpas 2014).
The partnership of Facebook with Kenshoo has done beyond the service exchange
that is transactional relationship. The relationship between has been perfect and collaborative
in nature in terms of innovation, operations, marketing along with sustainability diversity that
is benefitting both the companies effectually in the market.
3.2.3 Multi-Chanel Integration Process
The multi-channel process of integration helps in ensuring that different departments
are up to date on requirements of relationships along with addressing the problem within
possible time without any kind of overlap. Facebook dedicates the division to Kenshoo in
order to ensure that all the departments are unified and there are different tools equipped
without any type of incongruence (Choudhury and Harrigan 2014). This will help in

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enhancing the experience of the customers by ensuring that the complete profile of customers
is maintained systematically in organization.
3.2.4 Performance Assessment Process
This is the last process that helps in monitoring the different results and this is
developed on rubric developed by the organization. The key performance indicators can be
utilised in order to evaluate the requirements of the job and the performance of the job
performed by them. The further developments can help in benefitting the customers and this
ensures continuous improvement regarding the building of the relationship (Valmohammadi
and Beladpas 2014).
With the usage of key components of strategic CRM framework, Facebook is being
able to progress proper relationship with Kenshoo. The different data that has been obtained
in each step can be used to customise the experience of customers. The different departments
use CRM software to share the different information in order to customize the same.
concerning the profile of customers.
3.3 Relationship Environment
The purchaser relationship between Facebook and Kenshoo advertiser is favourable
equally to both the companies and they are interdependent in nature as well. the theory
related to resource dependency can be functional and the sales of both the companies are
related to one another and this is such that when the sales of Kenshoo falls, this will create
fall in the sales of Facebook along with the share in the market. This helps in showing the
reliance between them in the market.
Furthermore, the premise of the relationship of Facebook and Kenshoo are based on
similar kind of goals as well as value. If there is any kind of change, there will disturb the
dynamics of relationship and this can cause breakdown in the relationship as well. The trend

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that has been set by Facebook has helped the customers in managing the customers in an
appropriate manner by setting different kind of trends that are helpful and attractive to the
customers (Choudhury and Harrigan 2014).

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References
Chang, H.H., Wong, K.H. and Fang, P.W., 2014. The effects of customer relationship
management relational information processes on customer-based performance. Decision
Support Systems, 66, pp.146-159.
Choudhury, M.M. and Harrigan, P., 2014. CRM to social CRM: the integration of new
technologies into customer relationship management. Journal of Strategic Marketing, 22(2),
pp.149-176.
Eichorn, F.L., 2018. Internal customer relationship management (IntCRM) a framework for
achieving customer relationship management from the inside out. Management, 2, p.1.
Facebook. (2018). Facebook – log in or sign up. [online] Available at:
https://www.facebook.com/ [Accessed 14 May 2018].
Khodakarami, F. and Chan, Y.E., 2014. Exploring the role of customer relationship
management (CRM) systems in customer knowledge creation. Information &
Management, 51(1), pp.27-42.
Navimipour, N.J. and Soltani, Z., 2016. The impact of cost, technology acceptance and
employees' satisfaction on the effectiveness of the electronic customer relationship
management systems. Computers in Human Behavior, 55, pp.1052-1066.
Soltani, Z. and Navimipour, N.J., 2016. Customer relationship management mechanisms: a
systematic review of the state of the art literature and recommendations for future
research. Computers in Human Behavior, 61, pp.667-688.
Valmohammadi, C. and Beladpas, M., 2014. Customer relationship management and service
quality, a survey within the banking sector. Industrial and commercial training, 46(2), pp.77-
83.