Murphy usa whrrlcasestudy1110b

Leveraging Social Loyalty to Reinvent A Brand Case Study PRESENTERS: John Kim , VP of Products, Pelago Casey Petersen , Social Media Manager, Murphy USA

Who is Murphy USA? Only The Fastest Growing Gasoline Chain in the Nation . . .

Whrrl mission: Increase the possibility of adventure in your daily life

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

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

Whrrl Society Rewards Launched on July 1st A Free Tank of Gas A Free Tank of Gas

Loyalty and Virality Drive Society Levels More Loyalty & Influence Trend- setter Maven VIP Insider Rookie

Activation at the Pump

Whrrl Driving Trial 44% Of Society Members had never been to Murphy USA before program

Whrrl Driving Consideration 85% Of Society members choose Murphy USA over another gas retailer because of Whrrl program

Whrrl Driving Retention Visits/Customers/Month 4+ Customers using Whrrl 2 Industry 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

Whrrl Impacting Net Promoter Score Likeliness to Recommend 72% Of customers using Whrrl are more likely to recommend Murphy USA because of program.

Whrrl Driving Wallet Average Transaction Amount/Visit $30+ Customers using Whrrl $15 Industry Average
56% of Society members are more likely to increase purchase due to the program

Whrrl Climbing the Influence Ladder Most influential channels by rank

Brand Impact Murphy USA helps me more social % of people who responded 8+

Brand Impact Murphy USA helps me have more fun % of people who responded 8+

Phase 2: Pouring More Gasoline on Results Movie Promotion with Warner Brothers Multi-Vendor Supported Prizes Community Development through Collective Bias

Have Fun! <Insert Murphy USA video>

Top 3 Lessons Learned
Align goals of the business and the LBS service.
Building proof should first goal. Scale second.
Use LBS to highlight real people at your physical business in your broader social media efforts.

Questions? @jkimlosangeles - John Kim, VP of Products at Whrrl @thatgeekcasey - Casey Petersen, Social Media Manager at Murphy USA

Murphy usa whrrlcasestudy1110b

by Pelago on Nov 03, 2010

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