So, what does the next step in loyalty marketing look like? Here's a short exploration of how things might look and devevlop. With cases from Starbucks, NBC and KLM.

1. How social
media is the
logical next step
in loyalty.
Or: How loyalty is about acts, not ads.
Or: A plea for commons sense.
Or: How social media isn’t about social
media.
© InSites Consulting
Polle de Maagt (@polledemaagt) for Dunck Loyalty Marketing
Conversation readiness 1

2. Hello. I am Polle de Maagt.
I failed in most things during my
life (including being a rock star) but am
still trying to reach world domination.
This time by helping companies
change. Change to a company that is
about consumers and driving
conversations.
Guess that makes me a change agent.
Guess that makes Nike, KLM and
Telenet my clients of change.
© InSites Consulting
Conversation readiness 2

3. Managing expectations ...
I only have 30 minutes. That is not
enough time to change the world, but it
might be enough to change some of your
minds. If you have any questions or
ideas, just send me a message at
@polledemaagt or polle@insites.eu.

4. These are crazy times.
Twitter, Facebook, Foursquare, etc.
Social media this and that. The world is
changing bladibla.
I won’t insult you with showing fancy
social media figures and trends. You
know the deal.

5. With new technology come new
ways of rewarding and driving
loyalty.
To name a few ...

6. Starbucks.
Driving loyalty via free wifi, online benefits and Foursquare checkins.
Foto: kelving525

7. GetGlue and NBC fan-it.
Rewarding specific behavior.

8. Ben & Jerry’s co-creation.
Giving ownership.

9. LinkedIn’s
extremely
smart
personalization.
LinkedIn is extremely
smart in creating
personal, relevant
messages that are
extremely worth sharing.

10. But that’s not what it’s about.
It’s not about Facebook.
It’s not about technology.
It is really really simple.

11. Commit acts, not ads.
The Nike Runhouse was a membership club with an attitude.

12. With employees/consumers talking, it’s about company culture.
Employees are your ambassadors. All the advertising in the world can’t buy you
great employees and a remarkable company culture.

13. With employees/consumers talking, it’s about stuff worth sharing.
Ambassadors just want to tell other, so help them! Choqoa support fans by giving
them chocolate bars and highlighting them in their newsletter.

14. We’re beyond acquisition and retention, we’re about advocacy.
At the end of your visit, the owner Eduardo, will ask if everything during your stay
was ok. And if you would do him a favor and write a review on

15. We’re going from a consumer life cycle to a conversation life cycle.
Who are your best customers? The one that pay the most or the ones that talk the
most?

16. Acting human.
Zappos does an amazing job in making
technology invisible and really
understanding consumers.
(Thanks Steven Verbruggen for the tip!)

17. So, how would the next step in
loyalty look like?
Introducing …

18. KLM Surprise An experiment on how happiness spreads.
KLM tried to really exceed expectations in going the extra mile for their customers.
To drive loyalty and advocacy.

19. KLM KLM Surprise

20. Loyalty isn’t so much about points, it’s about random acts
of kindness.
Small acts.

21. Over-the-top-delivery
Makes negative conversations
Over-delivery
Makes positive conversations
Expectation Delivery
Gives no reason to talk
Under-delivery
Makes negative conversations
Driving loyalty is about exceeding expectations, but watch
out for over-the-top-delivery.
Delivering too much eventually has a negative effect as well.

22. Loyalty should be designed to be conversation-worthy.
Create something that is worth talking about.

23. Loyalty is the sum of all your acts.
Create something that is worth talking about.

24. You can forget most of the things
I said in this introduction.
But please, remember these 3 things.

25. 1) It is not about technology.
It is about committing acts, not ads.
About company culture.
About creating stuff worth sharing.
About advocacy.
About the conversation life cycle.

26. 2) To drive advocacy, exceed
expectations.
But watch for over-the-top delivery.

27. 3) Be human.
Think with common sense.

28. Half of being successful is
showing up.
What will you be doing in the next 48
hours to make this happen?

29. I hope I was worth sharing.
If so, spread the word.
Send me an email at polle@insites.eu
or find me on twitter at
@polledemaagt.
Find the presentation at
http://polle.me/dunck11