Online and mobile social networking and flirting service Flirtomatic has deployed Xtracts Social Links social intelligence service to deliver improved customer insight for. Social Links analyses the social networking influence and behaviour patterns of members. Flirtomatic will apply this intelligence to create more compelling services for each customer segment, and targeted, relevant and personal marketing and promotions, via web and mobile.
Social Links provides Flirtomatic with a dashboard-style view, containing 3D profiles of its members. The 3D profiles comprise basic demographic data, behavioural data and social networking influence information. Influential community members can be targeted with campaigns, resulting in viral take-up throughout the community via word-of-mouth marketing. This approach works two-fold, because influential members have both direct pull over purchasing decisions, by recommending products to their friends, as well as the indirect pull of  wanting to imitate or mimic their friends' purchases.
Having gained this new level of customer insight, Flirtomatic says it plans to expand its use of Social Links later in 2009 to build a third-party advertising revenue stream. The attraction for third-party advertisers is the strength of the community, as well as the ability to pinpoint accurately described segments and influential members with relevant ads.
The early results from customer segmentation are very insightful and exciting, says Flirtomatic CEO, Mark Curtis. We can now see considerable potential, as the business scales, to directly improve our revenues through a sophisticated view of our customers, their behaviour and the pattern of their relationships. Xtract's tool hands us an effective, powerful CRM solution.