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Building Customer Loyalty Through Social Media

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Grassroots Online
Grassroots Online

Slides from the presentation given to the Canadian Gaming Summit on April 20, 2011 on increasing customer loyalty through effective use of social media.

TecnologíaEmpresariales
1 de 42
Increasing Customer Loyalty Through Social Media
I Heart Social Media Social Media + Gaming: BFFs Customer loyalty 2.0 Winning! (© Charlie Sheen) Questions?
Social 60% networking increased by of medium-sized businesses have won new 13% customers via social media 6.6B 17M video views in Facebook Q4 2010 Profiles
The Reigning Champion
Aha! TM Social Media is not a fad.
3.1% 76% Of Facebook of YouTube Pages have videos have less than more than 1,000 “likes” 1,000 views 15% of Twitter users have more than 350 followers
Information Creativity Entertainment
Planet Hollywood: “Phamous” video 2.6M views on YouTube
Effort.
I can read your mind. I don’t have millions for marketing!
University of Pennsylvania: What kinds of stories are shared? Happiness. Awe. Emotion. Surprise.
Chadwick Martin Bailey & iModerate 81% 80% Research Technologies study 63% 54% 53%
Fun News Sharing
Aha! TM Gaming is a natural for social media.
Comparing Best Practices Element Customer Loyalty Social Media Customization I’m not just a customer, I’m a They tailor my experience to real person. me. Trust I know they provide a quality They have been around; I know product. who they are. Responsiveness They address my needs and They answer to my inquiries concerns. and concerns. Relevance Providing information when I Quick and timely information want/need it. wherever I am. Transparency They are upfront about how They are upfront about who they conduct business. they are. Value I feel they provided the service I Their content adds to the asked for. experience. Community I feel at home when I interact Interacting with a group of like- with this community. minded users.
Aha! TM Good customer loyalty practices are also good social media practices.
Personalize Value Community
Trust Dialogue Data Personalize Customization
Track and analyze all your data.
Networks Exclusivity Community Experience
MGM Grand at Foxwoods Social Network
But it needs to be online.
“Phamous” Flashmob. A shared experience.
“I wish I was there.”
Memorable Customization Value Relevance
How you target them Is different than how you target..
...them.
Wynn Casino Foursquare Page
Barona Valley Ranch Facebook Page
Learn all you can. Use the data to segment and target.
Aha! TM Deepen customer loyalty by integrating, gathering & using online feedback.
Building Customer Loyalty Through Social Media

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Building Customer Loyalty Through Social Media

  • 1. Increasing Customer Loyalty Through Social Media
  • 2.
  • 3. I Heart Social Media Social Media + Gaming: BFFs Customer loyalty 2.0 Winning! (© Charlie Sheen) Questions?
  • 4. Social 60% networking increased by of medium-sized businesses have won new 13% customers via social media 6.6B 17M video views in Facebook Q4 2010 Profiles
  • 6. Aha! TM Social Media is not a fad.
  • 7. 3.1% 76% Of Facebook of YouTube Pages have videos have less than more than 1,000 “likes” 1,000 views 15% of Twitter users have more than 350 followers
  • 8. Information Creativity Entertainment
  • 9. Planet Hollywood: “Phamous” video 2.6M views on YouTube
  • 11. I can read your mind. I don’t have millions for marketing!
  • 12.
  • 13.
  • 14. University of Pennsylvania: What kinds of stories are shared? Happiness. Awe. Emotion. Surprise.
  • 15. Chadwick Martin Bailey & iModerate 81% 80% Research Technologies study 63% 54% 53%
  • 16. Fun News Sharing
  • 17. Aha! TM Gaming is a natural for social media.
  • 18.
  • 19. Comparing Best Practices Element Customer Loyalty Social Media Customization I’m not just a customer, I’m a They tailor my experience to real person. me. Trust I know they provide a quality They have been around; I know product. who they are. Responsiveness They address my needs and They answer to my inquiries concerns. and concerns. Relevance Providing information when I Quick and timely information want/need it. wherever I am. Transparency They are upfront about how They are upfront about who they conduct business. they are. Value I feel they provided the service I Their content adds to the asked for. experience. Community I feel at home when I interact Interacting with a group of like- with this community. minded users.
  • 20. Aha! TM Good customer loyalty practices are also good social media practices.
  • 21. Personalize Value Community
  • 22. Trust Dialogue Data Personalize Customization
  • 23.
  • 24.
  • 25.
  • 26. Track and analyze all your data.
  • 27.
  • 28. Networks Exclusivity Community Experience
  • 29. MGM Grand at Foxwoods Social Network
  • 30. But it needs to be online.
  • 31. “Phamous” Flashmob. A shared experience.
  • 32. “I wish I was there.”
  • 33.
  • 34. Memorable Customization Value Relevance
  • 35. How you target them Is different than how you target..
  • 39. Learn all you can. Use the data to segment and target.
  • 40.
  • 41. Aha! TM Deepen customer loyalty by integrating, gathering & using online feedback.