The rise of social media and advancement in mobile devices has drastically changed how brands connect with consumers and influence customer behavior. Whether it is impacting decisions at the point of purchase or driving continuous engagement through direct interaction, brands are more involved than ever in the daily lives of their consumers. We will dive into case studies from Coca-Cola and Reese's as a couple examples on how to drive brand loyalty using exclusive content in Facebook.

1. Impact of Social Media & Mobile on Brand Loyalty
Social Fresh Charlotte
Chad Elkins - @ratpack

2. Brand Loyalty vs Brand Advocacy
• Brand Loyalty - about simply buying a product
• Pros - repeat purchase behavior, open to additional purchases
• Cons - no emotional connection, often tied to habitual buying
• Brand Advocacy - strong emotional ties to a brand/product
• Pros - referrals of others, extensions of themselves, defend your brand
• Cons - not always tied to purchase, too much association could be harmful

3. The fundamentals of brand loyalty have not changed
with social media, but the volume at which it is heard
has increased.
image from the film: This is Spinal Tap

4. Being loyal to the customer
first is the foundation upon
which everything you do as a
business should be built.
image from the film: Empire Strikes Back

5. Brand Loyalty in Social
• Discounts/Rewards
• Company Values
• Customer Service
• Accessible & Personal
• Listening
• Product Co-Creation
• Be Genuine & Authentic

6. Facebook and Discounts
• 80% of People Prefer
to Connect With
Brands on Facebook
• Discounts &
Sweepstakes are Still
the Key to Getting the
“Like”

7. Discounts - Take Caution
• Social and Mobile make delivery of discounts easier for brands
• “Daily Deal” sites are NOT brand loyalty tools
• When discounts are overused or used in a predictable manner
it can lead to “Bed Bath & Beyondism” of your brand.
• Loyal to the discount and not the product/service.
• Delivery mechanism can alter the loyalty intent
• Ex - Amex partnership with foursquare makes users loyal
to 4sq & AMEX and not Sports Authority or Dunkin’ Donuts

8. Discounts - Leverage Social & Mobile
• Right time. Right place.
• LBS replacing the traditional “loyalty card”
• tasti-D-lite connects foursquare, twitter, & FB
• Placepunch & Local Response - Loyalty and
response aggregation platforms that leverage
social & mobile platforms
• If possible try to leverage a program that combines
Social, LBS, Native Apps, Loyalty System, & CRM
into a unified experience

9. Case Studies
• Reese’s
• My Coke Rewards
Both cases are based on
the use of Facebook to
drive brand loyalty using
exclusive content.

10. Reese’s
Minis Launch Campaign & WeReward Halloween Contest

11. Campaign Goals
• Create a campaign for Minis
launch
• Generate buzz leading up to
launch that can translate to
awareness and sales at launch
• Reward brand loyalists by letting
them be the first to know

12. SOCIAL STORYTELLING
• We designed a social storytelling platform using native Facebook
functionality.
• In ten posts and a tab we unveiled courtship milestones of two
REESE’S Peanut Butter Cups and ultimately the birth of REESE’S Minis.
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1*%23"#43""*,#536&7#5%2#8(3#
,*9*9:*,#$/*2#8(3#+,&"#0*''#0(,#
;<<=<>=#1*%23"#43""*,#536&?

13. A love story unfolds over the
weeks leading up to launch...

14. QUANTITATIVE PERFORMANCE*
TOTAL INTERACTIONS
67,417
TOTAL IMPRESSIONS
29,018,615
TOTAL LIKES TOTAL COMMENTS
45,113 8,259
AVG. LIKES AVG. COMMENTS AVG. % FEEDBACK
4101 750 .18%
*Impression - The raw number of impressions that have been shown to users. These impressions can come from
a user’s news feed, a visit to the Page, or through an Open Graph social plugin.

17. Reese’s Mobile
Campaign Goals
Push the boundaries of social media
marketing beyond Facebook by
introducing REESE’S into the mobile space
via a Location Based Service partnership.
Engage and reward REESE’S fans during
Halloween, the most important seasonal
occasion for the brand.

18. SOLUTION
We teamed up with WeReward to create a
multi-channel Halloween Costume Contest.
Our fans were invited to take a picture
(via mobile phone) of themselves enjoying a
RESSE’S Peanut Butter Cup in their Halloween
costume for a chance to win points plus a
loaded REESE’S Gift Basket.

19. RESULTS
Drove over 1,100 user-generated photos.
This contest marked The Hershey Company’s first
exposure to using a check-in mobile application in a
cross-channel social marketing campaign.
This successful pilot program set the stage for
further explorations within new mediums for 2011.

20. Coca-Cola Summer 125
Coke and Summer are perfect
companions and have been for 125
years. To celebrate, Engauge created
an interactive social campaign to
make the beloved summer season
that much better and desirable during
those key summer moments.

21. Coca-Cola Summer 125
The Assignment
• Develop a social program that celebrates Coca-Cola and 125 years of refreshing summer fun.
Program Goals
• Drive sustained engagement through the program and encourage fans to come back multiple
times.
• Increase members entering PIN codes and reward spend in June-September.
• Reward our fans and differentiate the social campaign by providing social exclusivity.
Communication Insight
• Meet consumers where they already are.
• Highlight existing summer trends and behaviors through five bi-weekly themes:
Flavors, Activities, Entertainment, Memories, Summer 125.

22. Coca-Cola Summer 125
Five distinct themes which rotated biweekly
catered to known community interests and
consumer summer behaviors.
Summer tips which varied by theme (ex. recipes)
Commenting widget, offering a new question for fans
during each theme. Also featured Tweets with the
hashtag #cokesummer
Free downloads such as wallpapers, T-shirt iron on
patters and more.
Fans unlocked exclusive discounts on popular catalog
items for fan growth.
Toggle between previous themes.

23. Coca-Cola Summer 125
Exclusivity
• The Coke Summer campaign
played on existing fan behaviors of
creating rewarding relationships
and delivering exclusive content.
• New fan recruitment unlocked
exclusive discounts on popular
catalog rewards.
• Engagement through these posts
repeatedly earned 2X the average
post feedback rate.

24. Coca-Cola Summer 125
Fan recognition
• The final summer theme
included comments and
submissions from fans
shared throughout the
campaign.
• Fan suggestions were
shared on the canvas app,
within wall posts and within
an ultimate summer playlist
Facebook note.

25. Coca-Cola Summer 125
Mobile
• Building off of fan history
of comments surrounding
the desire for mobile, a QR
code was tested to be
delivered in wall.
• Drives to a mobile
wallpaper to download to a
mobile device.
• More than 1,000 total
scans.

26. Takeaways
• Loyalty to your customer should be the
driver behind building brand loyalty
• Building brand loyalty in social media is
nothing new. Same principles existed before
social media.
• Talk less. Listen more. Build from learnings.
• Discount with caution.
• Exclusivity is key.
image from the film: Office Space

27. Q&A
Twitter - @ratpack