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MomentFeed Cinnabon Case Study

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  • 1. Increasing CustomerEngagement at the Pointof Sale with MomentFeed Case Study
  • 2. Objective: How could Cinnabon increase long-term customer engagement at thepoint of sale on Foursquare, Facebook, and Twitter at a minimum cost?Cinnabon Engaged MomentFeed to: 1) Register and Optimize all venues on Foursquare and Facebook 2) Monitor customer engagement at the point of sale 3) Measure the impact of location-based marketing efforts
  • 3. From April to December 2011, MomentFeed worked with Cinnabon to increase customerengagement at the point of sale via Foursquare, Facebook, and Twitter by 671%.MomentFeed helped Cinnabon... Check-ins 387% Check-ins 230% Tweets 1,600%
  • 4. The Cinnabon account comes online on April 8, 2011. April May June July Aug Sept Oct Nov Dec Tweets Facebook Likes Facebook Check-ins Foursquare Check-ins
  • 5. The data stabilizes between May and July, demonstrating average monthly growthof 12.5% for Foursquare and 19% for Facebook. April May June July Aug Sept Oct Nov Dec Tweets Facebook Likes Facebook Check-ins Foursquare Check-ins
  • 6. In July, MomentFeed completes PinSync venue optimization for Cinnabon. Thisincreases engagement by 43% on Foursquare, 86% on Facebook, and 100% onTwitter. April May June July Aug Sept Oct Nov Dec Tweets Facebook Likes Facebook Check-ins Foursquare Check-ins
  • 7. Data stabilizes in August and September, resuming previous growth rates at a new,higher plateau of engagement. April May June July Aug Sept Oct Nov Dec Tweets Facebook Likes Facebook Check-ins Foursquare Check-ins
  • 8. Cinnabon launches a charitable check-in campaign with Operation Gratitude onFoursquare in October ($1 donated per check-in), increasing check-ins by 122% andTweets by 113%. April May June July Aug Sept Oct Nov Dec Tweets Facebook Likes Facebook Check-ins Foursquare Check-ins
  • 9. Overall engagement falls slightly in the month following the campaign but remainsconsiderably higher than in the month prior. Facebook Page Likes increase by 113%.The campaign has created a lasting impact on customer engagement. April May June July Aug Sept Oct Nov Dec Tweets Facebook Likes Facebook Check-ins Foursquare Check-ins
  • 10. Check-ins increase in December, likely due to seasonal purchasing trends, building onthe engagement plateau of October’s Foursquare campaign. April May June July Aug Sept Oct Nov Dec Tweets Facebook Likes Facebook Check-ins Foursquare Check-ins
  • 11. Cinnabon increased location-based social engagement through PinSync fromMomentFeed and successful LBS marketing experimentation.Summary of Results Key Monthly Stats • Engagement plateaus can be From May to December increased through venue management and well executed marketing campaigns. Total LBS Engagement 671% • PinSync reduces friction for customer Foursquare Checkins 387% engagement, and creates higher lasting engagement opportunities. Facebook Checkins 230% - 43% Increase on Foursquare - 86% Increase on Facebook Geotagged Tweets* 1,600% • Successful campaigns can positively Facebook Place Page 128% impact customer engagement both Likes** during and beyond their end date. - 102% Increase on Foursquare in * Measured from June to December. No prior data existed. ** Measured from August to December. No prior data existed. month following campaign over month prior to campaign
  • 12. The lessons from Cinnabon’s success can be applied to other companies looking toincrease social engagement through location-based services.Recommendations: • Create a MomentFeed account - Analyze base-line data and growth • Optimize venues via PinSync - Ensure that location info, including latitude/longitude and address, is accurate - Identify and merge duplicate venues • Use campaigns to engage customers and reward check-ins - Use A/B testing to identify successful campaign types - Experiment with a variety of specials - Actively promote location-based marketing campaigns - Encourage sharing to increase reach

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