Increasing Customer Engagement at the Point of Sale with MomentFeed Case Study
Increasing Customer Engagement at the Point of Sale with MomentFeed
Case Study
Cinnabon Engaged MomentFeed to:
1) Register and Optimize all venues on Foursquare and Facebook
2) Monitor customer engagement at the point of sale
3) Measure the impact of location-based marketing efforts
Objective: How could Cinnabon increase long-term customer engagement at the point of sale on Foursquare, Facebook, and Twitter at a minimum cost?
From April to December 2011, MomentFeed worked with Cinnabon to increase customer engagement at the point of sale via Foursquare, Facebook, and Twitter by 671%.
MomentFeed helped Cinnabon...
Check-ins
Check-ins
Tweets
387%
230%
1,600%
April May June July Aug Sept Oct Nov Dec
The Cinnabon account comes online on April 8, 2011.
Tweets Facebook LikesFacebook Check-ins Foursquare Check-ins
April May June July Aug Sept Oct Nov Dec
Tweets Facebook LikesFacebook Check-ins Foursquare Check-ins
The data stabilizes between May and July, demonstrating average monthly growth of 12.5% for Foursquare and 19% for Facebook.
April May June July Aug Sept Oct Nov Dec
Tweets Facebook LikesFacebook Check-ins Foursquare Check-ins
In July, MomentFeed completes PinSync venue optimization for Cinnabon. This increases engagement by 43% on Foursquare, 86% on Facebook, and 100% on Twitter.
April May June July Aug Sept Oct Nov Dec
Tweets Facebook LikesFacebook Check-ins Foursquare Check-ins
Data stabilizes in August and September, resuming previous growth rates at a new, higher plateau of engagement.
April May June July Aug Sept Oct Nov Dec
Cinnabon launches a charitable check-in campaign with Operation Gratitude on Foursquare in October ($1 donated per check-in), increasing check-ins by 122% and Tweets by 113%.
Tweets Facebook LikesFacebook Check-ins Foursquare Check-ins
April May June July Aug Sept Oct Nov Dec
Overall engagement falls slightly in the month following the campaign but remains considerably higher than in the month prior. Facebook Page Likes increase by 113%. The campaign has created a lasting impact on customer engagement.
Tweets Facebook LikesFacebook Check-ins Foursquare Check-ins
April May June July Aug Sept Oct Nov Dec
Check-ins increase in December, likely due to seasonal purchasing trends, building on the engagement plateau of October’s Foursquare campaign.
Tweets Facebook LikesFacebook Check-ins Foursquare Check-ins
Summary of Results
• Engagement plateaus can be increased through venue management and well executed marketing campaigns.
• PinSync reduces friction for customer engagement, and creates higher lasting engagement opportunities.- 43% Increase on Foursquare- 86% Increase on Facebook
• Successful campaigns can positively impact customer engagement both during and beyond their end date.- 102% Increase on Foursquare in
month following campaign over month prior to campaign
Key Monthly StatsFrom May to December
Foursquare Checkins
Facebook Checkins
Geotagged Tweets*
Facebook Place Page Likes**
** Measured from August to December. No prior data existed.* Measured from June to December. No prior data existed.
387%
230%
1,600%
128%
Cinnabon increased location-based social engagement through PinSync from MomentFeed and successful LBS marketing experimentation.
Total LBS Engagement 671%
Recommendations:
• Create a MomentFeed account- Analyze base-line data and growth
• Optimize venues via PinSync- Ensure that location info, including
latitude/longitude and address, is accurate
- Identify and merge duplicate venues• Use campaigns to engage customers and
reward check-ins- Use A/B testing to identify successful
campaign types- Experiment with a variety of specials- Actively promote location-based
marketing campaigns- Encourage sharing to increase reach
The lessons from Cinnabon’s success can be applied to other companies looking to increase social engagement through location-based services.