Social Media Loyalty Strategies
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@ Solomo Summit Madrid May 2013
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Social Media Loyalty Strategies
- 1. SOLOMO Loyalty The P&L of a Heart @kevinsigliano
- 3. SocialLoyalty-SolomoSummit To be or not to be
- 6. My favourite supermarket is still not mobile and its loyalty program is not ecommerce powered. My favourite insurance still has no clue of my needs and always sends irrelevant messages. My new car needs a new motor due to a misunderstanding of 6.000 km and no smart customer journey alerts. may-2013
- 8. SocialLoyalty-SolomoSummit most brands are not loved
- 9. SocialLoyalty-SolomoSummit most brands are not recommended
- 10. SocialLoyalty-SolomoSummit most brands focus on acquiring new customers
- 11. SocialLoyalty-SolomoSummit Most companies use the same rules and media plan P Product P Price P Place P Promotion
- 12. plus
- 13. SocialLoyalty-SolomoSummit Number of advertising messages people are exposed to per day. Nielsen Media Research Study 3000
- 15. SocialLoyalty-SolomoSummit 76% say a friend recommendation is the most powerful medium when buying a product. MEC MediaLab CitiConference#SocialCustomerEngagment
- 17. People love to recommend to brands
- 18. SocialLoyalty-SolomoSummit never forget...new business comes from referrals New York Times - research %
- 20. SocialLoyalty-SolomoSummit LIFE TIME VAUE SocialLoyalty-SolomoSummit ARPU (average revenue per user) Avg. Cust. Lifetime, n (This is the inverse of the churn, n=1/[annual churn]) WACC (weighted average cost of capital) Costs (annual costs to support the user in a given period) SAC (subscriber acquisition costs, sometimes refereed to as CAC = customer acquisition costs) pays off
- 22. SocialLoyalty-SolomoSummit BRAND Awareness Engagement Advocacy Reputation SALES Lead Generation Shopper Engagement Conversions Sales Networks INNOVATION Product Customer experience Process SOCIAL ENTERPRISE Employee engagement Social architecture Open operations Digital transformation PERSONA CENTRIC Strategy Intelligence Creativity Contents Technology Paid Media Open Innovation Scorecard Commnunity management Gamification METHODS CUSTOMER GROWTH Customer satisfaction Social CRM Loyalty Life Time Value Engagement & Innovation framework
- 24. SocialLoyalty-SolomoSummit Brand advocacy How to measure: Net Promoter Score (digital)
- 25. SocialLoyalty-SolomoSummit Customer satisfaction How to measure: Customer satisfaction per touchpoint
- 26. SocialLoyalty-SolomoSummit Building share of mind, wallet and heart How to measure: SoV, Conversions rates and sentiment
- 28. SocialLoyalty-SolomoSummit < ContentsDiscounts Crowdfunding Gamification Incentives Customer service InteractionsAdvantages Social Loyalty Engagement
- 29. SocialLoyalty-SolomoSummit Mobile powered : off & on
- 31. SocialLoyalty-SolomoSummit To build a relationship, you need to show that you care put customer’s interests first and be useful do’s
- 32. SocialLoyalty-SolomoSummit Customer service excellence Based on Samsung Social Media Presentation
- 33. SocialLoyalty-SolomoSummit User Generated Content Based on Samsung Social Media Presentation SocialLoyalty-SolomoSummit
- 34. SocialLoyalty-SolomoSummit Embrace real-time Based on Samsung Social Media Presentation
- 35. SocialLoyalty-SolomoSummit Gamification Based on Samsung Social Media Presentation
- 36. SocialLoyalty-SolomoSummit Understand community preferences and interests Based on Samsung Social Media Presentation
- 37. #best practices
- 43. SocialLoyalty-SolomoSummit What to measure and expect community engagement conversion intelligence awareness sentiment advocacy satisfaction value
- 44. SocialLoyalty-SolomoSummit Benefits Life time value 15%-20% revenues uplift > 20% in UGC (User-generated content) +20% in frecuency of purchase X9 of brand advocacy LoyaltyPlus
- 45. A loyal customer is your best asset