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Social Media Loyalty Strategies

@ Solomo Summit Madrid May 2013

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Social Media Loyalty Strategies

  1. 1. SOLOMO LoyaltyThe P&L of a Heart@kevinsigliano
  2. 2. CitiConference#SocialCustomerEngagment
  3. 3. SocialLoyalty-SolomoSummitTo be or not to be
  4. 4. SocialLoyalty-SolomoSummita loyal customer
  5. 5. SocialLoyalty-SolomoSummit...
  6. 6. My favourite supermarket is still not mobile andits loyalty program is not ecommerce powered.My favourite insurance still has no clue of myneeds and always sends irrelevant messages.My new car needs a new motor due to amisunderstanding of 6.000 km and no smartcustomer journey alerts.may-2013
  7. 7. SocialLoyalty-SolomoSummityet
  8. 8. SocialLoyalty-SolomoSummitmost brands are not loved
  9. 9. SocialLoyalty-SolomoSummitmost brands are not recommended
  10. 10. SocialLoyalty-SolomoSummitmost brands focus on acquiring new customers
  11. 11. SocialLoyalty-SolomoSummitMost companies use the same rules and media planPProductPPricePPlacePPromotion
  12. 12. plus
  13. 13. SocialLoyalty-SolomoSummitNumber of advertising messages peopleare exposed to per day.Nielsen Media Research Study3000
  14. 14. SocialLoyalty-SolomoSummitForresterIn WOM we trust
  15. 15. SocialLoyalty-SolomoSummit76% say a friend recommendation is themost powerful medium when buying aproduct.MEC MediaLabCitiConference#SocialCustomerEngagment
  16. 16. SocialLoyalty-SolomoSummithowever
  17. 17. People love to recommend tobrands
  18. 18. SocialLoyalty-SolomoSummitnever forget...new business comesfrom referralsNew York Times - research%
  19. 19. SocialLoyalty-SolomoSummitand
  20. 20. SocialLoyalty-SolomoSummitLIFE TIME VAUESocialLoyalty-SolomoSummitARPU (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
  21. 21. SocialLoyalty-SolomoSummitits time for#change
  22. 22. SocialLoyalty-SolomoSummitBRANDAwarenessEngagementAdvocacyReputationSALESLead GenerationShopper EngagementConversionsSales NetworksINNOVATIONProductCustomer experienceProcessSOCIAL ENTERPRISEEmployee engagementSocial architectureOpen operationsDigital transformationPERSONACENTRICStrategyIntelligenceCreativityContentsTechnologyPaid MediaOpen InnovationScorecardCommnunity managementGamificationMETHODSCUSTOMERGROWTHCustomer satisfactionSocial CRMLoyaltyLife Time ValueEngagement & Innovation framework
  23. 23. SocialLoyalty-SolomoSummit#kpis
  24. 24. SocialLoyalty-SolomoSummitBrand advocacyHow to measure: Net Promoter Score (digital)
  25. 25. SocialLoyalty-SolomoSummitCustomer satisfactionHow to measure: Customer satisfaction per touchpoint
  26. 26. SocialLoyalty-SolomoSummitBuilding share of mind, wallet and heartHow to measure: SoV, Conversions rates and sentiment
  27. 27. SocialLoyalty-SolomoSummitsolomoloyalty
  28. 28. SocialLoyalty-SolomoSummit<ContentsDiscountsCrowdfunding GamificationIncentives Customer serviceInteractionsAdvantagesSocial Loyalty Engagement
  29. 29. SocialLoyalty-SolomoSummitMobile powered : off & on
  30. 30. SocialLoyalty-SolomoSummitsuccess#drivers
  31. 31. SocialLoyalty-SolomoSummitTo build a relationship,you need to show that you careput customer’s interests first and be usefuldo’s
  32. 32. SocialLoyalty-SolomoSummitCustomer service excellenceBased on Samsung Social Media Presentation
  33. 33. SocialLoyalty-SolomoSummitUser Generated ContentBased on Samsung Social Media PresentationSocialLoyalty-SolomoSummit
  34. 34. SocialLoyalty-SolomoSummitEmbrace real-timeBased on Samsung Social Media Presentation
  35. 35. SocialLoyalty-SolomoSummitGamificationBased on Samsung Social Media Presentation
  36. 36. SocialLoyalty-SolomoSummitUnderstand community preferences and interestsBased on Samsung Social Media Presentation
  37. 37. #best practices
  38. 38. SocialLoyalty-SolomoSummitcrowdsourcing CRM
  39. 39. SocialLoyalty-SolomoSummitgamification
  40. 40. SocialLoyalty-SolomoSummitcustom audiences
  41. 41. SocialLoyalty-SolomoSummitincentives platform
  42. 42. SocialLoyalty-SolomoSummitfrequent social traveler
  43. 43. SocialLoyalty-SolomoSummitWhat to measure and expectcommunity engagement conversionintelligence awareness sentimentadvocacy satisfaction value
  44. 44. SocialLoyalty-SolomoSummitBenefitsLife time value 15%-20% revenues uplift> 20% in UGC (User-generated content)+20% in frecuency of purchaseX9 of brand advocacyLoyaltyPlus
  45. 45. A loyalcustomeris your best asset
  46. 46. #gracias@kevinsiglianowww.territoriocreativo.eskevin.sigliano@territoriocreativo.es

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