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. Polle de Maagt ( @polledemaagt ) for Dunck Loyalty Marketing
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.
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 email@example.com.
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.
With new technology come new ways of rewarding and driving loyalty. To name a few ...
Starbucks. Driving loyalty via free wifi, online benefits and Foursquare checkins. Foto: kelving525
GetGlue and NBC fan-it. Rewarding specific behavior.
LinkedIn’s extremely smart personalization. LinkedIn is extremely smart in creating personal, relevant messages that are extremely worth sharing.
But that’s not what it’s about. It’s not about Facebook. It’s not about technology. It is really really simple.
Commit acts, not ads. The Nike Runhouse was a membership club with an attitude.
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.
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.
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
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?
Acting human. Zappos does an amazing job in making technology invisible and really understanding consumers. (Thanks Steven Verbruggen for the tip!)
So, how would the next step in loyalty look like? Introducing …
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.
Loyalty isn’t so much about points, it’s about random acts of kindness. Small acts.
Driving loyalty is about exceeding expectations, but watch out for over-the-top-delivery. Delivering too much eventually has a negative effect as well. Expectation Over-delivery Makes positive conversations Over-the-top-delivery Makes negative conversations Under-delivery Makes negative conversations Delivery Gives no reason to talk
Loyalty should be designed to be conversation-worthy. Create something that is worth talking about.
Loyalty is the sum of all your acts. Create something that is worth talking about.
You can forget most of the things I said in this introduction. But please, remember these 3 things.
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. 1)
To drive advocacy, exceed expectations. But watch for over-the-top delivery. 2)