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Social impact emmie fukuchi final

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“Marketers have invested millions of dollars in gaining social media followers, yet few have had much luck following them to the sales that result. The speed and breadth with which social media …

“Marketers have invested millions of dollars in gaining social media followers, yet few have had much luck following them to the sales that result. The speed and breadth with which social media platforms have grown has just made it too challenging to correlate a “like” with a specific transaction.

But recent research from LoyaltyOne and leading universities does capture what a social media message translates to in improved sales, and it’s in the double digits.

From this webinar, you will:
• Learn the results of an extensive, two-year study that monitored the participation of thousands of AIR MILES Reward Program members
• An Understanding of the immediate and long-term opportunities that exist
• Learn of the important role loyalty programs play in achieving results
• Discover the true value of a ‘Like’

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  • Now at ~ 600K FansTop Facebook brands in CanadaIn 2013 will look at integration with new platforms like YouTube and PinterestRecently launched Fan Exclusives platform
  • Transactional value = AMRM earned / CollectorJoining Facebook = date when a user gave us their collector numberFacebook data collected with collector number allows us to analyze collector issuance activity before and after joining our Facebook group. The story in FB is similar to Mobile App. Collectors see an initial lift in issuance and the long term effect depends on the collector’s original engagement. Overall the issuance lift is not as high as the Mobile App. The level of lift depends on the Collectors’ engagement. Avid collectors see an lift of 3% in the first 3 months but will retain to their previous behavior in the long run.Moderate collectors see an initial lift of 10% and sustain a growth of 6% over time. Passive collectors grow even faster with the App – initial lift of 13% and 5% over time.

Transcript

  • 1. The value of a LIKE: How Social Media Can Drive Sales Emmie Fukuchi AVP, Digital, AIR MILES Reward Program
  • 2. AMRP | September 24, 2013 All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited. What is AIR MILES? 2  Canada’s premier coalition loyalty program since 1992  More than 10 million active AIR MILES Collector accounts  There are 1,000 swipes card a minute, every minute of every day, seven days a week  We have over 200 Retail and Online partners and 20,000 locations
  • 3. AMRP | September 24, 2013 All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited. Social is an Evolution of Our Strategy 3 • Direct Mail • Email • Web Targeted relevancy • 1:1 mailings • Digital integration Personalization • Mobile applications • In-store • Peer to peer Accessibility • Influence • Channel+ content relevancy Social Media
  • 4. AMRP | September 24, 2013 All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited. AIR MILES Social Media Purpose 4 A venue for advocates to share their passion and provide input Leverage advocates to influence other consumers Drive behavioral change and incremental sales
  • 5. AMRP | September 24, 2013 All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited. 2009 FB Fan Exclusives Pinterest Launch 20122011 Facebook Applications Strong focus on Fan Growth Facebook and Twitter Launch 2010 AIR MILES Community 2009 Our Social Media Roadmap
  • 6. AMRP | September 24, 2013 All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited. 6 Does Social Media impact sales?
  • 7. AMRP | September 24, 2013 All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited. 7 Social drives a 15-30% lift in sales
  • 8. AMRP | September 24, 2013 All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited. 8 Largest lift from medium/low segments
  • 9. AMRP | September 24, 2013 All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited. 9 What we learned … • Social media can drive incremental and sustainable sales lift (when properly set up) • Keep in mind the true meaning of social • Integrate social with loyalty … tap into advocates to influence others • Identify and prioritize high potential consumers • Measure the impact so you can optimize • Consider this a test and R&D lab
  • 10. AMRP | September 24, 2013 All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited. AIR MILES & Facebook 10 • Key social media platform for AIR MILES • 745,000 Fans (top 5 brands in Canada) • over 500,000 fans acquired in 2011 • AIR MILES Collectors: • 86% use social media • 95% of them are on Facebook
  • 11. AMRP | September 24, 2013 All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited. 11 Facebook Questions FB Status Updates How we use Facebook Facebook Ads Customer Service
  • 12. AMRP | September 24, 2013 All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited. 12 Social Media drives engagement 1 2 3 4 5 6 7 8 9 10 11 TransactionalValue(AM/Coll) Month Impact of Facebook Engagement on Transactions FB Users Baseline Post FB Join 1% 6% 5% Avid Moderate Passive Transactional Lift by Program Engagement – After 3 months FB Engagement 3% 10% 13% Avid Moderate Passive Transactional Lift by Program Engagement – Within 3 months FB Engagement
  • 13. AMRP | September 24, 2013 All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited. 13 How do we optimize Facebook posts? • Be short and to the point • Include a call to action early • Be timely and relevant • Use photos and videos • Think like a friend, but … • Be brand appropriate • (Ads do boost results) Better – 10X Virality
  • 14. AMRP | September 24, 2013 All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited. 14 Where do we go next? Research + Analysis Evaluate New Capabilities Optimize Page + Campaigns • Data analytics • Key insights • Applications • Mobile • 1:1 Personal • Engagement • Content • Ad strategy
  • 15. AMRP | September 24, 2013 All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited. 15 © 2010 LoyaltyOne, Inc. ®™ Trademarks of AIR MILES International Trading B.V. Used under license by LoyaltyOne, Inc. LoyaltyOne, Inc is an Alliance Data Systems Company. All rights reserved. No part of this material may be produced in any form without the written permission of the owner. No representation or warranty of any kind is made with respect to the content hereof and no liability is assumed for errors contained herein or for incidental or consequential damages in connection with the furnishing, performance or use of this publication or its contents.