Murphy usa whrrlcasestudy1110b

1,403 views
1,349 views

Published on

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,403
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Murphy usa whrrlcasestudy1110b

  1. 1. Leveraging Social Loyalty to Reinvent A Brand Case Study PRESENTERS: John Kim, VP of Products, Pelago Casey Petersen, Social Media Manager, Murphy USA
  2. 2. Who is Murphy USA? Only The Fastest Growing Gasoline Chain in the Nation . . .
  3. 3. Whrrl mission: Increase the possibility of adventure in your daily life
  4. 4. How? Societies: Social Graph 2.0 ‣ A Community, Not a Badge ‣ Based on shared interests, passions and tastes ‣ Suggested based on physical world patterns, social graph and Whrrl Activity ‣ Game Mechanics ‣ Designed so the best recommenders and recommendations are showcased ‣ Rewards ‣ Reward users for checking in and inspiring others with their content ‣ Unprecedented Relevance ‣ Whrrl supercharges the discovery with proprietary algorithms
  5. 5. The Problem: Drive Social Loyalty to Murphy USA Brand Context: • Could Murphy use location based social mobile to reinvent the brand? – Can Murphy USA help you have more fun? – Can Murphy USA help you be more social? • Competitors leveraging expensive traditional loyalty program based purely on transactions. Opportunity: • Could we invent a new location based social loyalty program to: – Built on prizes • Reduce management and balance sheet implications • Involve suppliers – Drive community – Activate customers in the real-world – Drive virality Phases: • Phase 1: Build business proof • Phase 2: Build scale
  6. 6. Whrrl Society Rewards Launched on July 1st A Free Tank of Gas A Free Tank of Gas
  7. 7. Loyalty and Virality Drive Society Levels MoreLoyalty&Influence Trend- setter Maven VIP Insider Rookie
  8. 8. Activation at the Pump
  9. 9. Whrrl Driving Trial 44%Of Society Members had never been to Murphy USA before program 44%Of Society Members had never been to Murphy USA before program
  10. 10. Whrrl Driving Consideration 85%Of Society members choose Murphy USA over another gas retailer because of Whrrl program 85%Of Society members choose Murphy USA over another gas retailer because of Whrrl program
  11. 11. Whrrl Driving Retention Visits/Customers/Month 4+Customers using Whrrl 4+Customers using Whrrl 2Industry Average 2Industry Average • Whrrl Society Members are 3X More likely to visit more than once per week vs average customer. • Nearly 50% visit 6+ times per month
  12. 12. Whrrl Impacting Net Promoter Score Likeliness to Recommend 72%Of customers using Whrrl are more likely to recommend Murphy USA because of program. 72%Of customers using Whrrl are more likely to recommend Murphy USA because of program.
  13. 13. Whrrl Driving Wallet Average Transaction Amount/Visit $30+Customers using Whrrl $30+Customers using Whrrl $15Industry Average $15Industry Average • 56% of Society members are more likely to increase purchase due to the program
  14. 14. Whrrl Climbing the Influence Ladder Most influential channels by rank
  15. 15. Brand Impact Murphy USA helps me more social % of people who responded 8+
  16. 16. Brand Impact Murphy USA helps me have more fun % of people who responded 8+
  17. 17. Phase 2: Pouring More Gasoline on Results Movie Promotion with Warner Brothers Multi-Vendor Supported Prizes Community Development through Collective Bias
  18. 18. Have Fun! <Insert Murphy USA video>
  19. 19. Top 3 Lessons Learned 1. Align goals of the business and the LBS service. 2. Building proof should first goal. Scale second. 3. Use LBS to highlight real people at your physical business in your broader social media efforts.
  20. 20. Questions? @jkimlosangeles - John Kim, VP of Products at Whrrl @thatgeekcasey - Casey Petersen, Social Media Manager at Murphy USA

×