Tnooz-Collinson Latitude webinar – Ancillary services or customer loyalty
Loyalty world webinar
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Transcript of Loyalty world webinar
EngageSciences
twitter.com/engagesciences facebook.com/engagesciences
MAKING LOYALTY SOCIAL
Don’t just engage customers, activate them!
Monday, 9 September 13
DON’T JUST ENGAGE CUSTOMERS, ACTIVATE THEMEngageSciences is a new breed of social marketing platform that is focused on advocacy and activation, leveraging a brand’s existing social media following to drive long-term marketing results.
Globally recognized brands rely on EngageSciences to track, analyze and activate their fan bases, increasing advocate activity across all major social networks. These customer wins have propelled us to be the fastest developing company in our space, doubling in size every four months.
Monday, 9 September 13
WHAT WE WILL COVER
1) How to pro!le a customer to identify valuable segments and target individual advocates based on their observed behaviour and preferences on interacting on social channels.
2) How to develop ongoing loyalty programs that recognise and reward customers for taking part in an array of campaign mechanics and for recruiting their friends.
3) How social data and loyalty data be used to cross-pollinate each other and boost the performance of other marketing channels.
Monday, 9 September 13
WHY SHOULD YOU DO SOCIAL MEDIA MARKETING?
TO CREATE BETTER RELATIONSHIPS WITH CUSTOMERS
Monday, 9 September 13
WHY SHOULD YOU DO SOCIAL MEDIA MARKETING?
TO KEEP CLOSE TO CUSTOMERS BETWEEN VISITS ONLINE OR IN STORE
Monday, 9 September 13
WHY SHOULD YOU DO SOCIAL MEDIA MARKETING?
TO CAPTURE DATA ABOUT FANS, THEIR BEHAVIOUR AND PREFERENCES
Monday, 9 September 13
WHY SHOULD YOU DO SOCIAL MEDIA MARKETING?
TO REACH THE FRIENDS OF YOUR FANS THROUGH ADVOCACY
Monday, 9 September 13
THE SOCIAL MEDIA LOYALTY CYCLE
Monday, 9 September 13
ACTIVATING LOYALTY
Monday, 9 September 13
THE IMPORTANCE OF ADVOCATES
Only 4.7% of a typical brand’s fan base are responsible for 100% of the social referrals. Most brands don’t know who these fans are and don’t have frameworks to work with them and expand their number.
These top advocates give you 176x the reach of the average fan that interacts with your posts and campaigns. Just increasing this group by a single per cent has massive impact downstream on social marketing reach and socially referred commerce. This is your brand army.
Monday, 9 September 13
REFER A FRIEND REWARD TOP FANSLeverage campaign types that reward your fans for their part in driving your social campaign success. Your advocate base has huge reach. Work with them.
Run ongoing programs that track referrals over time and provide tiers of incentives to your fans for getting their friends to convert on your promotions.Refer a friend
Creator: Lee Shepstone | Modified: Tue Apr 03 2012
Start: Understand the program and get incentivised to start
Refer a friend Share
Share. Reward. Earn.
one five win
Refer
Refer just one friend to Nokia, and claim your reward. Your friend gets a deal too.
Refer five friends to Nokia and you'll get an exclusive reward only available here.
Our top referrers can win fabulous prizes. Each month we give out amazing and exclusive prizes to our most loyal fans.
Refer
Recent fans collecting rewards
Refer a friendCreator: Lee Shepstone | Modified: Tue Apr 03 2012
Reward dashboard: Check your rewards and earnings
Refer a friend Share
Invite
Invite more friends Share to allPost to your wall, earn when friends click through
Share
Get more friends on board
hello alex
9 Friends invited so far. You can always invite more.
Referral unlocked. Get 25% off any Nokia speakers or headphones accessories.
Welcome back to your reward dashboard.
1
More referrals to go. Unlock your next reward when you reach 5 referrals.2
Your friends who've joined Nokia refer a friend
Claim
Monday, 9 September 13
SOCIAL LOYALTY
Implement loyalty programs and bring in long term gami!cation principles to drive repeat engagement amongst your social media followers. With user journeys optimized for both a desktop and mobile experience, get your fans to perform all sorts of actions with you that drive your marketing goals.
Mobile
Spalsh Dashboard | Badges Badge Details Friends Tab
Desktop | Dashboard banner rotation
Monday, 9 September 13
ENGAGE FANS WITH REGULAR CAMPAIGNS
Successful social marketers publish multiple campaigns every month, leveraging viral mechanics that get fans to share and invite branded experiences with their friends, leveraging a mixture of messaging tactics and apps that capture data.
Monday, 9 September 13
SPEED OF EXECUTION IS IMPORTANT
But don’t compromise on quality. You need to think about the tools you will employ to do this.
Monday, 9 September 13
GAMIFICATION: BADGES, POINTS & LEVELS
A pro!le is automatically created for anyone that interacts with any of the apps. This pro!le records the engagement and attainment of the fan across your campaigns and activities linked to the loyalty program.
Monday, 9 September 13
LEADERBOARDS, UNLOCKS & CHALLENGES
Leaderboards are shown for friends who can be invited to join the program and participate in the brand activities, accessing content, competitions, challenges and much more.
Monday, 9 September 13
LOYALTY ISN’T A SILO
Your loyalty program is not a silo app with EngageSciences. It can be run across every app you build with our platform. The results are integrated into the audience database and fan pro!les accessed through the messaging console. It is the most complete approach to creating better relationships with your fans. It is at the heart of community activation.
Monday, 9 September 13
Manage, edit and create new gami!cation programs including elements such as badges, points, levels, challenges and unlocks.
Dashboard | Friends
GAMIFICATION CONSOLE
Monday, 9 September 13
Easily de!ne rules for providing achievements within a social loyalty program, whether it be points, badges, challenges or unlocks.
Dashboard | Friends
RULES ENGINE
Monday, 9 September 13
Manually award badges or points to anyone at anytime, including for great comments to your posts.
Dashboard | Friends
REWARD FANS FOR COMMENTS
Monday, 9 September 13
ANALYZE RESULTS
Analyze your social marketing performance to understand who you are engaging, the demographics and comparative performance against past campaigns as well as the entitlements people are earning and the levels completed. This will allow you to optimize all your activities to turn more followers into engaged fans and ultimately advocates.
Monday, 9 September 13
HOW ARE YOU RE-ENGAGING YOUR AUDIENCE?
Each campaign should be analyzed to see how you are re-engaging your audience. Speci!c interest should be placed on how a campaign re-engages dormant members of your audience. Remember, engaged fans are what you are a"er. Look at how many new audience members the campaign created as well as how many existing audience members re-engaged. You need to think well beyond ‘how many likes did I get?’.
Monday, 9 September 13
PROFILE FOLLOWERS & BUILD THE FAN DATABASE
It is all about the data. Fan segments will represent very di#erent levels of value to you. You need a strategy to engage them and track their interactions. If you pro!le a fan’s behavior over the long-term, you will start to see the value you are getting from them, including how much they promote your brand and the social referrals this generates amongst their friends.
Monday, 9 September 13
FAN PROFILES
Click through on any member of the audience database and see a full timeline of that individual’s interactions with your marketing campaigns and their value to you.
Monday, 9 September 13
AMPLIFY THE VOICES OF ADVOCATES
Discover the best advocacy from across the social web, !lter, curate and publish it across your digital properties.
Monday, 9 September 13
DISCOVER SOCIAL ADVOCACY
Set-up feeds from across the social web, including Instagram, YouTube, Twitter, Flickr, Facebook, Bazaarvoice, blogs and more. De!ne keywords and !lters to !nd what your advocates are saying about your brand and your campaigns.
Monday, 9 September 13
PUBLISH SOCIAL CONTENT TO YOUR WEBSITE
Publish the best of what your fans are saying and other aggregated social content from across the social web directly into your website, campaign microsites or into your social apps.
Monday, 9 September 13
FULL CMS CONTROL OF LAYOUT
Easily manage the layout of your curated content pages. Set up a web channel and publish to your website or campaign microsite in a few easy steps.
Monday, 9 September 13
WHAT IS THE ROLE OF LOYALTY IN SOCIAL MEDIA MARKETING?
Monday, 9 September 13
CROSS POLLINATE LOYALTY PROGRAMS AND SOCIAL MEDIA MARKETING
Monday, 9 September 13
Hashtags have now been rolled out across all major social networks. The hashtag is now the main CTA brands can use to co-ordinate the feedback loop from fans.
Social media should be used as the long tail of your marketing, and with EngageSciences you have a platform that can be the social glue that links TV ad spend, digital campaign execution and CRM.
LINKING ADVERTISING TO DIGITAL INTERACTION & CRM
Monday, 9 September 13
CUSTOMER SUCCESS STORY: RAKUTEN
Play.com, part of the Rakuten group, saw a signi!cant increase in revenue from social media followers using the EngageSciences platform, turning social media into the most cost e#ective marketing channel they operate. This success led to the Rakuten group implementing EngageSciences in Japan, US, France and other markets. Rakuten is the third largest eCommerce company in the world. Rakuten loyalty program - Super Points - is central to their customer engagement operations.
280Kfan growth in 12 months
$3Min revenue from Facebook
24%more revenue from customers
that become fans more value from customers acquired from social
campaigns
Monday, 9 September 13
QUESTIONS?
Olly Foot, Managing Director of MRM Meteorite [email protected]
Richard Jones, CEO, EngageSciences [email protected]
To get us going here are a few questions for Olly:
1. What changes have you seen in the way data is managed across CRM, social media and loyalty programs?
2. Is content a new second currency for loyalty programs in a world so heavily in"uenced by social media?
3. How have you seen the role of analytics change with the advent of social platforms?
Monday, 9 September 13
EngageSciences
twitter.com/engagesciences facebook.com/engagesciences
MAKING LOYALTY SOCIAL
Don’t just engage customers, activate them!
Monday, 9 September 13