In this guide we aim to take the guesswork and confusion out of Facebook marketing for small businesses.

1. Loyalty Marketing
Loyalty Marketing
with Facebook is Easy Easy
with Facebook is

2. Experts agree that loyalty is the most
effective and highest return marketing
Customer loyalty is the single most important driver
of growth and profitability.
HARVARD BUSINESS REVIEW
Retailers with loyalty programs, on average,
are 88% more profitable than competitors
who do not.
DELOITTE RESEARCH SURVEY
It is 6 to 7 times more to acquire a new
customer than to retain an existing one.
BAIN & COMPANY
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3. Loyalty marketing ROI is traditionally driven by
increasing visits, spend, and response to promotions
Framework for Calculating Loyalty Return
$
Visit Spend More Participate Reward Program Net
More Per Visit
in Costs
Costs
Revenue
Frequently
Promotions
Increase
Visit go.fivestars.com/loyaltyguide to learn more
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4. Facebook can increase loyalty
return in a number of ways
• Facebook fans spend more with you
– Lightweight interactions over time on Facebook drive
long-term influence and loyalty
– Facebook fans on average spend at double the rate
of non-fans
• Facebook is a great low cost promotional channel
– Sprinkles Cupcakes (www.facebook.com/sprinkles)
built their business on daily “whisper codes”
published through FB
• Facebook adds a new category of loyalty revenue:
Word-of-Mouth Revenue
– Fans and friends-of-fans exposed to social
endorsements of your business on FB (likes,
comments, shares) increase spend by over 21%
Source: COMSCORE, POWER OF LIKE 2 4

5. Step #1: Create a Facebook Page
and a personalized URL
Go to https://facebook.com/page to create your Page
Go to https://www.facebook.com/username to get a personalized URL
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6. Step #2: Turn customers into
Facebook Fans at point-of-sale
In-Store Stickers/Signs
Freebies for Liking
Train Your Wait Staff
http://fbrep.com//SMB/tent-cards-self-serve.pdf
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7. Step #3: Email your customers and
invite them to like you on Facebook
Use Facebook’s Tool
Send Your Own Customized Email
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8. Step #4: When posting use images
to make your posts more influential
• Images maximize your post’s
real estate on desktop and
mobile
– Posts with photos take up
1/3 of screen on desktop
– On mobile, it’s 100%
• Posts with photos increase
engagement
– 100%+ lift in engagement
• Can include photos in almost
all posts
– Even simple status updates
can be supplemented with
a relevant photo to boost
reach and influence
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9. Step #5: Try regular whisper codes to increase
visit frequency to your store
• Sprinkles Cupcakes now has over
400K fans on FB
– Primary draw is to get their
regular “whisper” codes
• Whisper codes drive increased
frequency of visits
– “Giving away a cupcake costs
next to nothing, and you can
be sure that these little
teasers bring lots of people
into the stores. And let’s face
it, how many people are going
to walk into a cupcake bakery
and not buy something?
Chances are they will buy
something even if they
happened to win a free
cupcake.” (Jeff Cobb,
Business Consultant)
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10. Step #6: Consider promoting your
posts to get more reach
Promoted Posts Combined with Whisper Codes are Easy to Test and Measurable
• Test only when you get
1K-2K+ fans
– Need to get to critical
mass to have a
measurable number of
redemptions
• Promote special offers
– Then you can count
redemptions
• If it doesn’t work, no
Click on Promote button when you
create a new post
worries, just go back to
free
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11. Step #7: Encourage word-of-mouth
by incentivizing check ins
Use Check In Specials
On average, each of your FB fans have hundreds of friends; when they check in
to your business they will be spreading the word about you at no cost!
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12. Summary of Facebook for Loyalty
Capture Influence Drive
Customer and Word-of-
Relationships
Convert
Mouth
• Create your FB • Use memorable and • Incentivize check ins
Page and get a engaging photos in your when customers are in
vanity URL posts your store
• Capture fans at the • Test whisper codes and
point-of-sale using other special offers to FB
promotions fans
• Email your • Consider promoting your
customer list special offer posts and
measure the cost per
acquisition
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13. FiveStars is pioneering loyalty automation
that includes social media integration
FIVESTARS LOYALTY AUTOMATION PLATFORM
We take care of everything
Point-of-Sale Customer
FiveStars
Relationship Engagement
Card
Manager Toolkit
• Customer info right • Simple technology • Simple segmentation
on the POS everyone can use
• Text or email campaigns
• Never slow down • Impossible to lose
the line • Social media integration
• Over 700K cardholders
• Built in fraud control
Want a free loyalty consultation from FiveStars?
Visit go.fivestars.com/demorequest
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