Smart Social Summit 2017 | Follow Me Back: How to Drive Lasting Customer Loyalty Through Social

Follow Me BackHow to Drive Lasting Customer

Loyalty through Social

Senior Vice President, Customer Success

Spredfast, Inc.

@MiddleBorgie

Dianne Borges

“Customer Loyalty is Overrated”

A.G. Lafley and Roger L. MartinHarvard Business ReviewJanuary-February 2017

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• Familiarity and Habit

• Surprise and Delight

• Shared Community

• Shared Values

Revisiting the Science of Loyalty

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Familiarity & Habit

“Customer Loyalty Is Overrated,” A.G. Lafley and Roger L. Martin, Harvard Business Review, January-February 2017. Photography by Bruce Peterson.

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Surprise & Delight

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Shared Community

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Shared Values

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Shared Values

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Why Customer Loyalty is NOT Overrated

Lower Acquisition Cost, Less Price

Erosion

Openness to buy new goods /

services

Trustworthy narrators of brand story

Profit

Expand

Refer

Executive Director, Social Media and Content

The Venetian | The Palazzo Resort Hotel

& Casino I Las Vegas Sands Corp.

@alison

Alison Zarrella

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Las Vegas is built for visual content:

• Vegas is one of the top 10 most Instagrammedlocations in the world

• The Venetian is the third most Instagrammed location in all of Las Vegas

•Over 27 million uses of #Vegas and 23 million of #LasVegas

Welcome to Las Vegas

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But guests have a lot to see:

•Over 40 million visitors annually

• Average length of stay is just 3.4 nights

• The Strip is just over 4 miles long and home to over 30 resorts offering over 125,000 rooms

Welcome to Las Vegas

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Even the most frequent visitors aren’t always in-market:

• Extend the conversation and create meaningful interactions

• Typical visit frequency leaves a lot of time to connect with guests between visits

Creating Social Content Post Stay

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We create dual content that:

• Connects to property and reminds them of their stay

• Allows them to bring a piece of The Venetian home

Creating Social Content Post Stay

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We create dual content that:

• Connects to property and reminds them of their stay

• Allows them to bring a piece of The Venetian home

Creating Social Content Post Stay

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Measuring The Impact

2.8 million people reached.

4.8 million impressions served.

1.8M views received.

Average cost per view of $0.03.

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We focus on the experience:

• Guest-centric content puts their desires front and center

•Messaging highlights the feeling of being in Las Vegas, not the literal or logistical

Creating Social Content Post Stay

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We focus on the experience:

• Guest-centric content puts their desires front and center

•Messaging highlights the feeling of being in Las Vegas, not the literal or logistical

Creating Social Content Post Stay

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Unexpected social Interactions

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• We engage users to “tune-in” even when a stay is not planned:

• Rich content differentiates from typical Las Vegas fare

• Unconventional media partnerships broaden our fan base

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By extending the conversation outside the immediate offerings on property, we get to the heart of why a guest visits:

• A curated collection of culinary, cocktail and artistic endeavors they won’t find anywhere else

• A rich canvas of experiences ripe for social sharing

Unexpected Social Interactions

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Unexpected social Interactions

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By extending the conversation outside the immediate offerings on property, we get to the heart of why a guest visits:

• A curated collection of culinary, cocktail and artistic endeavors they won’t find anywhere else

• A rich canvas of experiences ripe for social sharing

Global Head of Social Center of Expertise

General Motors

@RebeccaHarrisDr

Rebecca Harris

“I want an environment at GM where the customer is at the

center of every decision. After all, we exist to serve their needs,

not the other way around.”- Mary Barra

Today’s digital natives expect every encounter with your brand to be the

same, whether online or off.

Customers Don’t Give a !#@% About Your Silos

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Bringing Brand and Care Together

Brand Community Managers Social Care Advisors

Listen to Your Customers

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We Exist to Serve Those Needs

Provide personalized care service

Sales and lead generation

Mine social conversation for

quality opportunities

We align both Global Contact Centers and the Global COE to provide excellent service and support to customers.

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You Won’t Survive Without Thick Skin

Hello, I was seen and found out its going to cost $1000 to fix… the radio is fried. I thought something would be done to help considering it only lasted a month after I bought it… but nope. Nothing... so… First Chevrolet will be the last Chevrolet for me… it is not your fault… and I thank you for helping me…- Vanessa

Well you guys worked your magic and answered my prayers! My dealership called and said they are replacing my radio free of charge thanks to a call from GM! You guys are awesome and I can’t thank you enough for this wonderful late Christmas present!Your forever faithful customer,Vanessa

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The Unsexy Prepares You for Customer Moments

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Be loyal to your customers,and they will be loyal to you.

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Q&A

General Motors

@RebeccaHarrisDr

Spredfast, Inc.

@MiddleBorgie

The Venetian | The Palazzo Resort Hotel & Casino I Las Vegas Sands Corp.

@alison

Dianne Borges Alison ZarrellaRebecca Harris