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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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  • -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)

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

  • Branded Communities
    The next generation of loyalty programs
    December 1, 2009
  • What we’ll cover
    The current reality
    Branded communities
    Why?
    Case study – e.l.f.
    Key learnings
    2
  • The Current Reality
    3
  • Branded Communities
    4
  • Branded Communities
    They bring you closer to customers
    They bring customers closer to each other
    5
  • Branded Communities? Why?
    Can’t I just do this on a Facebook Page?
    6
  • Why Create Your Own Online Community?
    Protection
    Privacy
    Exclusivity
    Acquisition
    Research
    Measurement
    Integration
    Reduce costs (i.e., customer service)
    7
  • Protection
    8
  • Exclusivity
    9
  • 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
  • Research
    Surveys
    Polls
    Product feedback
    New ideas
    Impact over time
    11
  • Measurement
    Business Metrics
    Activity Metrics
    Visits and activity, popular content, links clicked, top commenters, etc.
    12
  • Aggregation
    Aggregate existing content in one place to save people time and show them what you’re doing
    13
  • Loyalty Program Integration
    Keep people engaged longer so they stick around
    Improve data collection/accuracy
    Create new benefits to differentiate your program
    14
  • Case Study – eyes lips face
    15
  • 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
  • e.l.f. Beauty Network Invite Email
    Sign up
    17
  • Desktop Notification
    18
  • 2-Part Welcome Message
    19
  • e.l.f. Beauty Network Home
    20
  • 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
  • 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
  • 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
  • Questions? Let’s Chat…
    jason@ewaydirect.com
    http://www.jasonfpeck.com
    http://www.twitter.com/jasonpeck
    http://www.linkedin.com/in/jasonpeck
    24