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Branded Communities: The Next Generation of Loyalty Programs
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Branded Communities: The Next Generation of Loyalty Programs

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Presentation on branded communities-what, why and a brief case study

Presentation on branded communities-what, why and a brief case study

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  • cover
  • Title and content layout
  • -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)
  • Transcript

    • 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
    • 4. Branded Communities
      4
    • 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
    • 9. Exclusivity
      9
    • 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
    • 18. Desktop Notification
      18
    • 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