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Social Media MonitoringforLoyalty Programs
Challenges             “Loyalty” is temporary / ephemeral                  Loyaltyto brands is becoming more short lived...
Key Social Loyalty Use Cases   #       Use Case                                                        Description        ...
Member Acquisition Through Social Network     Business Drivers          Leverage Social Networks of existing           cu...
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
10 Enterprise Social Networking Obstacles 1        1.     Command-and-control                                         7.  ...
Member Acquisition Through Social Networks                                 Define                   Publish               ...
Enhance Customer 360 Social Graph     Business Drivers          Deep customer profile enriched with           social insi...
Enhance Customer 360 Social Graph                                             Post                             Enrich     ...
Closed Loop Distribution of Loyalty Promotions     Business Drivers          Increase reach by leveraging vast           ...
Closed Loop Distribution of Loyalty Promotions                               Define                Publish                ...
Reward Customers for Social Advocacy     Business Drivers          Entice customers with rewards to           influence t...
Reward Customers for Social Advocacy                                 Share                   Enroll                    Sho...
Track and Analyze Customer’s Social Sentiment     Business Drivers                                                        ...
Track and Analyze Customer’s Social Sentiment                                 View                  Analyze               ...
Influence Customer’s Social Sentiment     Business Drivers          Gain insight into customers social           sentimen...
Influence Customer’s Social Sentiment                                 Post                   Monitor                   Res...
Recognize Influencers and Brand Advocates on Social Networks     Business Drivers          Identify brand advocates and  ...
Recognize Influencers and Brand Advocates on Social Networks                                 Share                  Evalua...
Location Based Promotions and Awards     Business Drivers          Drive immediate business based upon           location...
Location Based Promotions and Awards                             Check-In                    Rewards                 Recom...
Solution             Organizations need to work backward from the              decision                  Not        “pus...
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Buzzientloyaltyusecase

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Great presentation by Scott Sullivan of Buzzient on Social Media Analytics, Integration, and Loyalty Management with Buzzient embedding social media in Siebel Loyalty

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Transcript of "Buzzientloyaltyusecase"

  1. 1. Social Media MonitoringforLoyalty Programs
  2. 2. Challenges   “Loyalty” is temporary / ephemeral   Loyaltyto brands is becoming more short lived   New loyalty is to the transactions   Social commerce is becoming “just commerce”   “Reasonable” response time shrinking to seconds   Tremendous amount of structured and unstructured data, littered with 90% “noise”© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  3. 3. Key Social Loyalty Use Cases # Use Case Description Priority 1 Customer Acquisition Through Social Network Acquire customers through social networks 2 Member Acquisition Through Social Network Acquire Loyalty Member through social networks 3 Enhance Customer 360 with Customer’s Social Graph Enhance customer profile 4 Publish marketing offers on social networks and capture Publish offers and capture responses via campaign responses 5 Closed Loop Targeting of Loyalty Programs Publish Loyalty Promotions from Loyalty Source onto social networks 6 Reward Customers for Social Advocacy Reward loyalty members for specific behaviors reviews, ratings, surveys, favorable comments, viral promotions, 7 Track and Analyze Customers Social Sentiment Track customer sentiments with respect to followers, influencers, enthusiasts, critics,, etc. including trending up or down 8 Track customers social posts and respond accordingly via Track customers posts as part of a customer 360 view CRM and initiate response or actions such as update Attribute, Create SR, Lead, instant post on SM network 9 Influence Customer’s Social Sentiment Favorably influence customers sentiment through 1:1 dialog 10 Recognize Social Influencers and Brand Advocates Recognize Social Influencers and Brand Advocates by using various loyalty tactics: Confer micro recognition on SNS with tiering criteria based upon social behavior 11 Location based Promotions and Rewards© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  4. 4. Member Acquisition Through Social Network Business Drivers   Leverage Social Networks of existing customers/fans to target and acquire new members and expand membership base   Optimize Customer Acquisition costs increase program ROI Enabling Capabilities   Seamless distribution of Loyalty promotions directly from Siebel onto Social Networks   “One-Click” enrollment of customers leveraging customer’s social sign-on credentials   Rewards from referrals from social networks© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  5. 5. © Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  6. 6. 10 Enterprise Social Networking Obstacles 1 1.  Command-and-control 7.  Compliance headaches culture 8.  Lack of fit for business 2.  Facebook connotations processes and 3.  Profusion of tools workflows 4.  Lack of integration 9.  Optional vs. mandated 5.  SharePoint 10.  Groupware, knowledge 6.  Competition from free management hangover 1 Source: David Carr The BrainYard 1/3/12 public social networks© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  7. 7. Member Acquisition Through Social Networks Define Publish View Share Join •  Loyalty Manager •  Loyalty Manager •  Member enrolled into defines (member selects social networks loyalty program acquisition) promotion and publishes •  Member’s social profile in Siebel Loyalty promotion on social updated in Siebel networks Buzzient (Facebook ID, profession etc.) •  Member rewarded joining bonus points (currency) •  Customer views •  Customer shares •  Customer navigated to loyalty promotion on the promotion with webpage and enrolled in his/her wall and clicks friends, if already a program based upon profile to enroll into loyalty member details obtained from social Siebel program, if not a network or provided by member already customer •  Customer requested •  Customer views joining permission to access rewards and shares loyalty Social Network (Buzzient) his/her social network promotions with Friends credentials (optional)© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  8. 8. Enhance Customer 360 Social Graph Business Drivers   Deep customer profile enriched with social insights to drive personalized cross-channel experiences   Engage and retain high value customers by tracking social sentiments /comments and rapidly responding to it Enabling Capabilities   Extend customer profile to capture and Consumer Social Profile enrich social profile of customers Contact Points/Identities   Integrate customer social profile into core CRM processes to drive Consumer Conversation Social enhanced insight driven interactions Preferences Activity Influence   Identify and target high ‘value’ Demographic/Location Data customer segments more accurately Categorization/Segmentation Behavioral Activity© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  9. 9. Enhance Customer 360 Social Graph Post Enrich Leverage •  Customer’s social profile and •  Customer and marketing activities updated in Siebel associates leverage against contact /membership enriched customer in real-time/batch mode information to target and •  Customer’s updated social deliver differentiated profile visible in Siebel customer experience (respond to posts segment, communicate, create service requests •  Customers posts, comments reviews, ratings complaints etc. about loyalty promotions, program offerings etc. Siebel Social Network (Buzzient)© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  10. 10. Closed Loop Distribution of Loyalty Promotions Business Drivers   Increase reach by leveraging vast network of Loyalty customers on social network   Drive increased revenue and speed to market   Foster customer advocacy and brand affinity Enabling Capabilities   Distribute loyalty promotions 77% Offer me incentives (free products, services, coupons) seamlessly from Siebel loyalty onto 46% Solve my problems , e.g. product service problems social networks 39% Solicit feedback products services   Increase speed-to-market of 28% Entertain me promotions 26% Develop new ways to interact with brands products 21% Market to me© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  11. 11. Closed Loop Distribution of Loyalty Promotions Define Publish View Enroll •  Loyalty manager •  Loyalty Manager •  Customer enrolled conceptualizes selects social into loyalty promotion networks and promotion •  Loyalty manager publishes defines promotion promotion on in Siebel Loyalty social network(s) with images, links, text, location attributes, store etc. •  Loyalty promotion •  Customer enrolled published on into the promotion organization’s fan •  Customer’s social Siebel page on social profile updated in network Siebel through real •  Customer views time integration loyalty promotion with Siebel Social Network (Buzzient) on his/her social network and clicks on the link© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  12. 12. Reward Customers for Social Advocacy Business Drivers   Entice customers with rewards to influence their friends and reinforce brand usage   Reward positive social behavior and drive increased user activity Enabling Capabilities   Automated tracking of customer’s social behavior to incent and reward customers   Automated reward process for instant rewards   Recurring and one-time rewards for referrals© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  13. 13. Reward Customers for Social Advocacy Share Enroll Shop Earn •  Customer enrolled •  Referral’s accrual into loyalty transaction promotion processed in •  Customer’s social Siebel loyalty and profile updated in rewards calculated Siebel •  Referral reward calculated for referee for his/hers purchase and/or sharing promotion with friends •  Referral purchases •  Referee views his/ •  Customer •  Referral views the products after her referral (Referee)views promotion posted enrolling into the rewards online loyalty promotion their wall and Siebel promotion on his/her wall and enrolls into the •  Referral qualifies shares with friends promotion for the promotion and views points Social Network (Buzzient) he/she likely to earn •  Referral completes purchase transaction and views updated points/currency balance© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  14. 14. Track and Analyze Customer’s Social Sentiment Business Drivers Situational Awareness   Gain insight into customers’ social sentiment to drive actions and Customer Engagement responses for brand reinforcement   Understand customer reactions and Business Opportunities responses to program offerings for corrective actions Enabling Capabilities   Automated tracking of customer sentiment in Siebel   OOTB dashboards to track customer sentiment, share of voice, positive/ negative posts, etc.© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  15. 15. Track and Analyze Customer’s Social Sentiment View Analyze Respond Track •  Loyalty manager •  Loyalty manager •  Loyalty manager •  Loyalty manager views customers analyzes the responds to market tracks customers social sentiment in trends and trends (launch new responses and Siebel (promotion, identifies actions campaign, offer/ activities in Siebel competition, and responses promotion positive/negative communication, posts, social log, etc.) etc. •  Customer respond to company’s initiatives(purchase Siebel s, shares, reviews, comments, etc. on social metworks Social Network (Buzzient)© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  16. 16. Influence Customer’s Social Sentiment Business Drivers   Gain insight into customers social sentiment to deliver enhanced customer care and 1:1 experiences   Identify brand advocates vs. detractors and devise appropriate customer strategies for each category of customer Enabling Capabilities   Automated tracking of customer sentiment in Siebel   Integrated action response framework for increased speed to respond to customers© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  17. 17. Influence Customer’s Social Sentiment Post Monitor Respond Track •  Loyalty manager •  Loyalty manager •  Loyalty manager monitors responds customer’s tracks customers customers social posts 1:1, to address responses and sentiment in Siebel their comments, activities in Siebel (comments posts, complaints and publishes reviews, etc.) them directly on social •  Customers social networks from Siebel profile and •  Loyalty manager updates activities updated customer social attributes in Siebel in Siebel •  Customer ‘s post s , •  Customer views shares, reviews, loyalty manager’s comments, ratings, posts on their wall etc. about loyalty promotions, programs offerings, etc. Siebel Social Network (Buzzient)© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  18. 18. Recognize Influencers and Brand Advocates on Social Networks Business Drivers   Identify brand advocates and influencers, to drive positive word-of- Mayor Early Adopter mouth   Leverage community of brand advocates to drive brand value virally Adventurer Enthusiast Enabling Capabilities   Create micro tiers to recognized 77% Offer me incentives (free products, services, coupons) customers for their positive social 46% Solve my problems , e.g. product service problems behavior 39% Solicit feedback products services   Automated tier evaluation of 28% Entertain me customers based upon social behavior 26% Develop new ways to interact with brands products 21% Market to me© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  19. 19. Recognize Influencers and Brand Advocates on Social Networks Share Evaluate Recognize Track •  Loyalty evaluates •  Loyalty manager •  Loyalty manager tracks customer’s eligibility to responds customer’s customers activities to attain a new Tier or posts 1:1, to address assess recognition reward level based their comments, levels upon threshold values complaints and publishes (ex: maximum reviews, them directly on social check-ins, etc.) networks from Siebel •  Customer assigned new •  Loyalty manager updates recognition level customer social attributes in Siebel •  Customer ‘s post s , •  Customer views new shares, reviews, level recognition comments, ratings, posts on their social etc. about loyalty network promotions, programs offerings, etc. Siebel Social Network (Buzzient)© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  20. 20. Location Based Promotions and Awards Business Drivers   Drive immediate business based upon location proximity of customer   Maximize customer spend through location based enticements Enabling Capabilities   Create promotions based upon location attributes   Deliver automated recommendations based upon customer’s location, profile and social attributes© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  21. 21. Location Based Promotions and Awards Check-In Rewards Recommend Track •  Loyalty rewards •  Loyalty serves up real- •  Loyalty tracks members for checking time promotions/offers customers activities and in at their location based upon customers updates social profile in •  Customer social profile location Siebel updated in Siebel •  Loyalty processes real- time rewards based upon customer’s eligible transactions •  Customer discloses •  Customer views checks in his/her latest promotions/ specific offers on his /her location(store, mobile device and airport, hotel, etc.) accepts from mobile phone •  Customer purchases/transacts Siebel at the location and earns rewards Social Network (Buzzient)© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"
  22. 22. Solution   Organizations need to work backward from the decision   Not “push forward” from the source of pain© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

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