Loyalty world webinar

EngageSciences

twitter.com/engagesciences facebook.com/engagesciences

MAKING LOYALTY SOCIAL

Don’t just engage customers, activate them!

Monday, 9 September 13

http://socialmediastrategiessummit.com/new-york-2013/agenda/day-one-adenda/155pm.html


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.


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.


WHY SHOULD YOU DO SOCIAL MEDIA MARKETING?

TO CREATE BETTER RELATIONSHIPS WITH CUSTOMERS



TO KEEP CLOSE TO CUSTOMERS BETWEEN VISITS ONLINE OR IN STORE



TO CAPTURE DATA ABOUT FANS, THEIR BEHAVIOUR AND PREFERENCES



TO REACH THE FRIENDS OF YOUR FANS THROUGH ADVOCACY


THE SOCIAL MEDIA LOYALTY CYCLE


ACTIVATING LOYALTY


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.


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


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


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.


SPEED OF EXECUTION IS IMPORTANT

But don’t compromise on quality. You need to think about the tools you will employ to do this.


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.


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.


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.


Manage, edit and create new gami!cation programs including elements such as badges, points, levels, challenges and unlocks.

Dashboard | Friends

GAMIFICATION CONSOLE


Easily de!ne rules for providing achievements within a social loyalty program, whether it be points, badges, challenges or unlocks.

Dashboard | Friends

RULES ENGINE


Manually award badges or points to anyone at anytime, including for great comments to your posts.

Dashboard | Friends

REWARD FANS FOR COMMENTS


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.


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?’.


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.


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.


AMPLIFY THE VOICES OF ADVOCATES

Discover the best advocacy from across the social web, !lter, curate and publish it across your digital properties.


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.


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.


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.


WHAT IS THE ROLE OF LOYALTY IN SOCIAL MEDIA MARKETING?


CROSS POLLINATE LOYALTY PROGRAMS AND SOCIAL MEDIA MARKETING


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


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


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?


EngageSciences

twitter.com/engagesciences facebook.com/engagesciences

MAKING LOYALTY SOCIAL

Don’t just engage customers, activate them!




Loyalty world webinar

Business

social loyalty

social media marketing

social data

social referrals

social marketing reach

loyalty social dont

social channels

social media followers