Branded Communities<br />The next generation of loyalty programs<br />December 1, 2009<br />
What we’ll cover<br />The current reality<br />Branded communities<br />Why?<br />Case study – e.l.f.<br />Key learnings<b...
The Current Reality<br />3<br />
Branded Communities<br />4<br />
Branded Communities	<br />They bring you closer to customers<br />They bring customers closer to each other<br />5<br />
Branded Communities? Why?<br />Can’t I just do this on a Facebook Page? <br />6<br />
Why Create Your Own Online Community?<br />Protection<br />Privacy<br />Exclusivity<br />Acquisition<br />Research<br />Me...
Protection<br />8<br />
Exclusivity<br />9<br />
Acquisition<br />Your best customers are your current customers<br />Your next best customers are their friends and family...
Research<br />Surveys<br />Polls<br />Product feedback<br />New ideas<br />Impact over time<br />11<br />
Measurement<br />Business Metrics<br />Activity Metrics<br />Visits and activity, popular content, links clicked, top comm...
Aggregation<br />Aggregate existing content in one place to save people time and show them what you’re doing<br />13<br />
Loyalty Program Integration<br />Keep people engaged longer so they stick around<br />Improve data collection/accuracy<br ...
Case Study – eyes lips face<br />15<br />
e.l.f. Beauty Network <br />Goals – Identify brand advocates, deepen relationships with customers, acquire new customers a...
e.l.f. Beauty Network Invite Email<br />Sign up<br />17<br />
Desktop Notification<br />18<br />
2-Part Welcome Message<br />19<br />
e.l.f. Beauty Network Home <br />20<br />
e.l.f. Beauty Network Results<br />4,500 members with no promotion<br />56k visits in first3 months <br />5k unique visits...
Key Learnings<br />Have a purpose<br />It’s important to make people feel welcome<br />Establish measurable goals ahead of...
Future ideas<br />Creation of buyers clubs and benefits<br />Example: Invite 10 people to join, everyone gets special gift...
Questions? Let’s Chat…<br />jason@ewaydirect.com<br />http://www.jasonfpeck.com<br />http://www.twitter.com/jasonpeck<br /...
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Branded Communities: The Next Generation of Loyalty Programs

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  • -Consumers exposed to a brand’s influenced social media and paid-search programs are 2.8 times more likely to search for that brand’s products compared with users who only saw paid search. (comscore/groupM - sept. 09)-More than eight in 10 management, marketing and HR executives responding to the July 2009 survey cited relationship- and brand-building as benefits of social media. Execs also considered social media a good tool for recruitment (69%) and customer service (64%), and 46% thought it enhanced employee morale. (emarketer, sept. 09)
  • Branded Communities: The Next Generation of Loyalty Programs

    1. 1. Branded Communities<br />The next generation of loyalty programs<br />December 1, 2009<br />
    2. 2. What we’ll cover<br />The current reality<br />Branded communities<br />Why?<br />Case study – e.l.f.<br />Key learnings<br />2<br />
    3. 3. The Current Reality<br />3<br />
    4. 4. Branded Communities<br />4<br />
    5. 5. Branded Communities <br />They bring you closer to customers<br />They bring customers closer to each other<br />5<br />
    6. 6. Branded Communities? Why?<br />Can’t I just do this on a Facebook Page? <br />6<br />
    7. 7. Why Create Your Own Online Community?<br />Protection<br />Privacy<br />Exclusivity<br />Acquisition<br />Research<br />Measurement<br />Integration<br />Reduce costs (i.e., customer service)<br />7<br />
    8. 8. Protection<br />8<br />
    9. 9. Exclusivity<br />9<br />
    10. 10. Acquisition<br />Your best customers are your current customers<br />Your next best customers are their friends and family<br />Photo credit: http://www.flickr.com/photos/futurowoman/3083058325/<br />10<br />
    11. 11. Research<br />Surveys<br />Polls<br />Product feedback<br />New ideas<br />Impact over time<br />11<br />
    12. 12. Measurement<br />Business Metrics<br />Activity Metrics<br />Visits and activity, popular content, links clicked, top commenters, etc.<br />12<br />
    13. 13. Aggregation<br />Aggregate existing content in one place to save people time and show them what you’re doing<br />13<br />
    14. 14. Loyalty Program Integration<br />Keep people engaged longer so they stick around<br />Improve data collection/accuracy<br />Create new benefits to differentiate your program<br />14<br />
    15. 15. Case Study – eyes lips face<br />15<br />
    16. 16. e.l.f. Beauty Network <br />Goals – Identify brand advocates, deepen relationships with customers, acquire new customers and tie all social activity together<br />How – Invited select customers to a community to receive exclusive deals, access to beauty experts, beauty tips and feedback on products<br />Aggregated content from Twitter, Flickr, blogs and YouTube in one place<br />16<br />
    17. 17. e.l.f. Beauty Network Invite Email<br />Sign up<br />17<br />
    18. 18. Desktop Notification<br />18<br />
    19. 19. 2-Part Welcome Message<br />19<br />
    20. 20. e.l.f. Beauty Network Home <br />20<br />
    21. 21. e.l.f. Beauty Network Results<br />4,500 members with no promotion<br />56k visits in first3 months <br />5k unique visits last month (up 75%)<br />9% of members receive desktop alerts<br />10% of members are brand new to database<br />Average revenue per member is 270% higher than non-members who have purchased<br />21<br />
    22. 22. Key Learnings<br />Have a purpose<br />It’s important to make people feel welcome<br />Establish measurable goals ahead of time so you will drive towards them<br />Make sure your community doesn’t exist in a silo<br />22<br />
    23. 23. Future ideas<br />Creation of buyers clubs and benefits<br />Example: Invite 10 people to join, everyone gets special gift when ordering together<br />Example: Invite 30 people to join, everyone gets free shipping<br />23<br />
    24. 24. Questions? Let’s Chat…<br />jason@ewaydirect.com<br />http://www.jasonfpeck.com<br />http://www.twitter.com/jasonpeck<br />http://www.linkedin.com/in/jasonpeck<br />24<br />

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