Branded Communities: The Next Generation of Loyalty Programs
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Presentation on branded communities-what, why and a brief case study
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Branded Communities: The Next Generation of Loyalty Programs
- 1. Branded Communities The next generation of loyalty programs December 1, 2009
- 2. What we’ll cover The current reality Branded communities Why? Case study – e.l.f. Key learnings 2
- 3. The Current Reality 3
- 5. Branded Communities They bring you closer to customers They bring customers closer to each other 5
- 6. Branded Communities? Why? Can’t I just do this on a Facebook Page? 6
- 7. Why Create Your Own Online Community? Protection Privacy Exclusivity Acquisition Research Measurement Integration Reduce costs (i.e., customer service) 7
- 8. Protection 8
- 10. Acquisition Your best customers are your current customers Your next best customers are their friends and family Photo credit: http://www.flickr.com/photos/futurowoman/3083058325/ 10
- 11. Research Surveys Polls Product feedback New ideas Impact over time 11
- 12. Measurement Business Metrics Activity Metrics Visits and activity, popular content, links clicked, top commenters, etc. 12
- 13. Aggregation Aggregate existing content in one place to save people time and show them what you’re doing 13
- 14. Loyalty Program Integration Keep people engaged longer so they stick around Improve data collection/accuracy Create new benefits to differentiate your program 14
- 15. Case Study – eyes lips face 15
- 16. e.l.f. Beauty Network Goals – Identify brand advocates, deepen relationships with customers, acquire new customers and tie all social activity together How – Invited select customers to a community to receive exclusive deals, access to beauty experts, beauty tips and feedback on products Aggregated content from Twitter, Flickr, blogs and YouTube in one place 16
- 17. e.l.f. Beauty Network Invite Email Sign up 17
- 19. 2-Part Welcome Message 19
- 20. e.l.f. Beauty Network Home 20
- 21. e.l.f. Beauty Network Results 4,500 members with no promotion 56k visits in first3 months 5k unique visits last month (up 75%) 9% of members receive desktop alerts 10% of members are brand new to database Average revenue per member is 270% higher than non-members who have purchased 21
- 22. Key Learnings Have a purpose It’s important to make people feel welcome Establish measurable goals ahead of time so you will drive towards them Make sure your community doesn’t exist in a silo 22
- 23. Future ideas Creation of buyers clubs and benefits Example: Invite 10 people to join, everyone gets special gift when ordering together Example: Invite 30 people to join, everyone gets free shipping 23
- 24. Questions? Let’s Chat… jason@ewaydirect.com http://www.jasonfpeck.com http://www.twitter.com/jasonpeck http://www.linkedin.com/in/jasonpeck 24
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- -Consumers exposed to a brand’s influenced social media and paid-search programs are 2.8 times more likely to search for that brand’s products compared with users who only saw paid search. (comscore/groupM - sept. 09)-More than eight in 10 management, marketing and HR executives responding to the July 2009 survey cited relationship- and brand-building as benefits of social media. Execs also considered social media a good tool for recruitment (69%) and customer service (64%), and 46% thought it enhanced employee morale. (emarketer, sept. 09)