The Loyalist Advantage - Joanna Lord - SearchLove 2014

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  • 1. The Loyalist Advantage How to Measure & Increase Customer Loyalty Joanna Lord CMO, BigDoor @joannalord SearchLove Boston, 2014
  • 2. paradigm shift [def]: a fundamental change in approach or underlying assumptions.
  • 3. things are different now.
  • 4. but we are focused on the wrong things.
  • 5. discovery comparison decision evaluate [marketing channels] [consumer behavior] email content social product brand press retargeting community seo paid [marketing tactics] images storytelling fear-based time-based guilt-based pride-based influencer novelty
  • 6. discovery comparison decision evaluate [marketing channels] [consumer behavior] email content social product brand press retargeting community seo paid [marketing tactics] images storytelling fear-based time-based guilt-based pride-based influencer novelty
  • 7. Consumer change #1: More empowered than ever.
  • 8. Consumer change #2: Operate in a frictionless world.
  • 9. Combines for a [possibly] scary reality. Loyalty will be the difference between those that win & those that don’t.
  • 10. Loyalty does not mean what you think it means.
  • 11. There is a new way to do loyalty.
  • 12. the old way to do loyalty. visitor member customer loyal customers
  • 13. the old way to do loyalty. visitor member customer loyal customers when we started to *invest* in loyalty.
  • 14. the new way to do loyalty. visitor member customer loyal customers when we should be *investing* in loyalty.
  • 15. the new way to do loyalty. visitor member customer loyal customers when we should be *investing* in loyalty. loyal visitors loyal members
  • 16. the new way to do loyalty. loyal customers loyal customers more. less.
  • 17. we got this.
  • 18. we got this. …channels we know. …tactics we know. …tools we know.
  • 19. seed loyalty at every step.
  • 20. discovery. get found. inform. differentiate.
  • 21. discovery. get found. inform. differentiate. register. social proof. stunning design. up front value. destination.
  • 22. comparison. features. value. trust signals.
  • 23. comparison. features. value. trust signals. #humblebrag. reward for discovery. full brand sale. multi-media experience. personalized marketing.
  • 24. decision. pricing triggers. urgency campaigns. fear-based selling.
  • 25. decision. pricing triggers. urgency campaigns. fear-based selling. peer selling. transparency. alternative win. values campaign. community calls. personalized messaging.
  • 26. evaluate. survey. email follow-up. reviews.
  • 27. evaluate. survey. email follow-up. reviews. facilitate bragging. reward advocacy. encourage referrals. rich reviews. “smart” feedback/surveying. personalized thank you.
  • 28. every campaign you launch should answer: “what’s in it for the consumer?”
  • 29. customer centricity just became your true north.
  • 30. there will be some challenges.
  • 31. infrastructure.
  • 32. • Social authorization • Registration • Robust CRM • User ID segmentation • A/B testing • Cohort analysis capabilities • Cross-device tracking • Smart-form profiling • Loyalty program • Community program • Loyalty campaigns • Refer a friend programs
  • 33. measurement.
  • 34. • LTV • RFM (snapshot) • Net promoter • Survey
  • 35. • LTV • RFM (snapshot) • Net promoter • Survey • Registration • Frequency • Conversions • Advocacy • Rewards • Engagement lift • Retention lift
  • 36. Time to get comfortable with cohorts. How to measure customer loyalty: http://www.exacttarget.com/blog/how-to-measure-and-increase-customer-loyalty/ The power of a customer cohort: http://bigdoor.com/blog/2014/02/17/the-power-of-a-customer-cohort/
  • 37. resources.
  • 38. • Marketing analyst • Designer • Marketing developer • Retention specialist • Loyalty team • Customer innovation team • Customer champion • Content resources
  • 39. sounds like a lot, huh?
  • 40. the biggest brands of tomorrow will have begun investing in loyalty today.
  • 41. Launched today: Marketing Guide to Customer Loyalty 160+ page book on customer loyalty! WHAT WE COVER: Types of loyalty Myths around loyalty Old loyalty New loyalty Measurement Building a culture around loyalty …and more! Free to download: http://bit.ly/bdloyalty