24 Oct 2011: Conversational marketing technology specialist Neolane has become the first provider to empower marketers to establish profitable relationships with Facebook’s more than 800 million users thanks to a new, first-of-its-kind feature. The new capability allows organisations to dynamically generate real-time personalised marketing offers and content on brand pages and is available now in the next generation of Neolane Interaction, the company’s real-time recommendation engine for fusing inbound and outbound marketing campaigns and offers.

A range of enhancements to Neolane Interaction were unveiled last week during Neolane Evolution, the company’s global customer conference taking place in Paris.  New features support Neolane’s goals for enabling brands to transform anonymous fans and followers into known, addressable individuals, and eventually long-term, profitable relationships.

The most significant new feature enables marketers to provide a truly interactive one-to-one customer experience to every Facebook user by personalising brand pages’ content depending on each user profile.  For example, when two Facebook users are viewing the same Facebook page, they see different content: one can be presented with a personalised up-sell offer related to the brand’s loyalty card; while the other can have a reminder of a promotion he already received by email.

“By providing one-to-one tailored content for Facebook, these new features are making marketers’ hopes for social marketing monetisation a reality,” said Stephane Dehoche, Founder and CEO of Neolane.  “This next-generation version of Neolane Interaction marks another truly industry-leading technology that will make brands’ social media connections with customers trusted and profitable.”

Based on a powerful rules engine, Neolane Interaction matches an individual contact to a central customer database, selects the best offer and renders it for the appropriate channel, which could be email, social, mobile, web or customer contact centre, then presents the offer to the customer.