Grow Customer Loyalty with Facebook in 7 Easy Steps
Loyalty MarketingLoyalty Marketingwith Facebook is Easy Easy with Facebook is
Experts agree that loyalty is the most eﬀective and highest return marketingCustomer loyalty is the single most important driverof growth and proﬁtability.HARVARD BUSINESS REVIEWRetailers with loyalty programs, on average,are 88% more proﬁtable than competitorswho do not.DELOITTE RESEARCH SURVEYIt is 6 to 7 times more to acquire a newcustomer than to retain an existing one.BAIN & COMPANY 2
Loyalty marketing ROI is traditionally driven byincreasing visits, spend, and response to promotions Framework for Calculating Loyalty Return $ Visit Spend More Participate Reward Program Net More Per Visit in Costs Costs Revenue Frequently Promotions Increase Visit go.ﬁvestars.com/loyaltyguide to learn more 3
Facebook can increase loyalty return in a number of ways • Facebook fans spend more with you – Lightweight interactions over time on Facebook drive long-term inﬂuence and loyalty – Facebook fans on average spend at double the rate of non-fans • Facebook is a great low cost promotional channel – Sprinkles Cupcakes (www.facebook.com/sprinkles) built their business on daily “whisper codes” published through FB • Facebook adds a new category of loyalty revenue: Word-of-Mouth Revenue – Fans and friends-of-fans exposed to social endorsements of your business on FB (likes, comments, shares) increase spend by over 21%Source: COMSCORE, POWER OF LIKE 2 4
Step #1: Create a Facebook Page and a personalized URL Go to https://facebook.com/page to create your Page Go to https://www.facebook.com/username to get a personalized URL 5
Step #2: Turn customers into Facebook Fans at point-of-sale In-Store Stickers/Signs Freebies for Liking Train Your Wait Staff http://fbrep.com//SMB/tent-cards-self-serve.pdf 6
Step #3: Email your customers andinvite them to like you on FacebookUse Facebook’s Tool Send Your Own Customized Email 7
Step #4: When posting use imagesto make your posts more inﬂuential • Images maximize your post’s real estate on desktop and mobile – Posts with photos take up 1/3 of screen on desktop – On mobile, it’s 100% • Posts with photos increase engagement – 100%+ lift in engagement • Can include photos in almost all posts – Even simple status updates can be supplemented with a relevant photo to boost reach and inﬂuence 8
Step #5: Try regular whisper codes to increase visit frequency to your store • Sprinkles Cupcakes now has over 400K fans on FB – Primary draw is to get their regular “whisper” codes • Whisper codes drive increased frequency of visits – “Giving away a cupcake costs next to nothing, and you can be sure that these little teasers bring lots of people into the stores. And let’s face it, how many people are going to walk into a cupcake bakery and not buy something? Chances are they will buy something even if they happened to win a free cupcake.” (Jeff Cobb, Business Consultant) 9
Step #6: Consider promoting your posts to get more reachPromoted Posts Combined with Whisper Codes are Easy to Test and Measurable • Test only when you get 1K-2K+ fans – Need to get to critical mass to have a measurable number of redemptions • Promote special oﬀers – Then you can count redemptions • If it doesn’t work, no Click on Promote button when you create a new post worries, just go back to free 10
Step #7: Encourage word-of-mouth by incentivizing check ins Use Check In Specials On average, each of your FB fans have hundreds of friends; when they check in to your business they will be spreading the word about you at no cost! 11
Summary of Facebook for Loyalty Capture Inﬂuence Drive Customer and Word-of- Relationships Convert Mouth • Create your FB • Use memorable and • Incentivize check ins Page and get a engaging photos in your when customers are in vanity URL posts your store• Capture fans at the • Test whisper codes and point-of-sale using other special oﬀers to FB promotions fans• Email your • Consider promoting your customer list special oﬀer posts and measure the cost per acquisition 12
FiveStars is pioneering loyalty automation that includes social media integration FIVESTARS LOYALTY AUTOMATION PLATFORM We take care of everything Point-of-Sale Customer FiveStars Relationship Engagement Card Manager Toolkit• Customer info right • Simple technology • Simple segmentation on the POS everyone can use • Text or email campaigns• Never slow down • Impossible to lose the line • Social media integration • Over 700K cardholders• Built in fraud control Want a free loyalty consultation from FiveStars? Visit go.ﬁvestars.com/demorequest 13
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