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Social Media Loyalty Strategies

Social Media Loyalty Strategies



@ Solomo Summit Madrid May 2013

@ Solomo Summit Madrid May 2013



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Social Media Loyalty Strategies Social Media Loyalty Strategies Presentation Transcript

  • SOLOMO LoyaltyThe P&L of a Heart@kevinsigliano
  • CitiConference#SocialCustomerEngagment
  • SocialLoyalty-SolomoSummitTo be or not to be
  • SocialLoyalty-SolomoSummita loyal customer
  • SocialLoyalty-SolomoSummit...
  • My favourite supermarket is still not mobile andits loyalty program is not ecommerce powered.My favourite insurance still has no clue of myneeds and always sends irrelevant messages.My new car needs a new motor due to amisunderstanding of 6.000 km and no smartcustomer journey alerts.may-2013
  • SocialLoyalty-SolomoSummityet
  • SocialLoyalty-SolomoSummitmost brands are not loved
  • SocialLoyalty-SolomoSummitmost brands are not recommended
  • SocialLoyalty-SolomoSummitmost brands focus on acquiring new customers
  • SocialLoyalty-SolomoSummitMost companies use the same rules and media planPProductPPricePPlacePPromotion
  • plus
  • SocialLoyalty-SolomoSummitNumber of advertising messages peopleare exposed to per day.Nielsen Media Research Study3000
  • SocialLoyalty-SolomoSummitForresterIn WOM we trust
  • SocialLoyalty-SolomoSummit76% say a friend recommendation is themost powerful medium when buying aproduct.MEC MediaLabCitiConference#SocialCustomerEngagment
  • SocialLoyalty-SolomoSummithowever
  • People love to recommend tobrands
  • SocialLoyalty-SolomoSummitnever forget...new business comesfrom referralsNew York Times - research%
  • SocialLoyalty-SolomoSummitand
  • SocialLoyalty-SolomoSummitLIFE TIME VAUESocialLoyalty-SolomoSummitARPU (average revenue per user)Avg. Cust. Lifetime, n (This is the inverse of the churn, n=1/[annual churn])WACC (weighted average cost of capital)Costs (annual costs to support the user in a given period)SAC (subscriber acquisition costs, sometimes refereed to as CAC = customer acquisition costs)pays off
  • SocialLoyalty-SolomoSummitits time for#change
  • SocialLoyalty-SolomoSummitBRANDAwarenessEngagementAdvocacyReputationSALESLead GenerationShopper EngagementConversionsSales NetworksINNOVATIONProductCustomer experienceProcessSOCIAL ENTERPRISEEmployee engagementSocial architectureOpen operationsDigital transformationPERSONACENTRICStrategyIntelligenceCreativityContentsTechnologyPaid MediaOpen InnovationScorecardCommnunity managementGamificationMETHODSCUSTOMERGROWTHCustomer satisfactionSocial CRMLoyaltyLife Time ValueEngagement & Innovation framework
  • SocialLoyalty-SolomoSummit#kpis
  • SocialLoyalty-SolomoSummitBrand advocacyHow to measure: Net Promoter Score (digital)
  • SocialLoyalty-SolomoSummitCustomer satisfactionHow to measure: Customer satisfaction per touchpoint
  • SocialLoyalty-SolomoSummitBuilding share of mind, wallet and heartHow to measure: SoV, Conversions rates and sentiment
  • SocialLoyalty-SolomoSummitsolomoloyalty
  • SocialLoyalty-SolomoSummit<ContentsDiscountsCrowdfunding GamificationIncentives Customer serviceInteractionsAdvantagesSocial Loyalty Engagement
  • SocialLoyalty-SolomoSummitMobile powered : off & on
  • SocialLoyalty-SolomoSummitsuccess#drivers
  • SocialLoyalty-SolomoSummitTo build a relationship,you need to show that you careput customer’s interests first and be usefuldo’s
  • SocialLoyalty-SolomoSummitCustomer service excellenceBased on Samsung Social Media Presentation
  • SocialLoyalty-SolomoSummitUser Generated ContentBased on Samsung Social Media PresentationSocialLoyalty-SolomoSummit
  • SocialLoyalty-SolomoSummitEmbrace real-timeBased on Samsung Social Media Presentation
  • SocialLoyalty-SolomoSummitGamificationBased on Samsung Social Media Presentation
  • SocialLoyalty-SolomoSummitUnderstand community preferences and interestsBased on Samsung Social Media Presentation
  • #best practices
  • SocialLoyalty-SolomoSummitcrowdsourcing CRM
  • SocialLoyalty-SolomoSummitgamification
  • SocialLoyalty-SolomoSummitcustom audiences
  • SocialLoyalty-SolomoSummitincentives platform
  • SocialLoyalty-SolomoSummitfrequent social traveler
  • SocialLoyalty-SolomoSummitWhat to measure and expectcommunity engagement conversionintelligence awareness sentimentadvocacy satisfaction value
  • SocialLoyalty-SolomoSummitBenefitsLife time value 15%-20% revenues uplift> 20% in UGC (User-generated content)+20% in frecuency of purchaseX9 of brand advocacyLoyaltyPlus
  • A loyalcustomeris your best asset
  • #gracias@kevinsiglianowww.territoriocreativo.eskevin.sigliano@territoriocreativo.es