Carrie & Steve Great slide here from Intel Shows how much activity is going on There’s tons of data and ways for people to engageBut with so many ways to engage are people becoming less engaged – spending less time on one site and overall not as loyal to sites
Carrie & SteveCarrie - Marketers spend more to acquire users rather than engage with them
CarrieHow many people here have a LinkedIn account? Did you know that LinkedIn encourages participation through gamification? Once you create a profile LinkedIn encourages users to complete their profile by showing them a progress “complete” barBy providing a visual representation of your profile completeness Linkedin hopes to trigger behavior that drives us towards completeness.
Carrie Jimmy Choo is another great example of creating a social program that used game techniques to engage their fanbase. The @catchachoo program was created to introduce a line of tennis shoes to women in London. The brand is known for heels and they created a unique campaign to engage women. The utilized Foursquare and created a scavenger hunt; follow on Twitter and checkin on Foursquare for the chance to win new shoes20,000 participants in a single day in London
Carrie Creating a social referral program is a great way to build engagement.Dropbox has really mastered the art of the social referral programIs everyone familiar with Dropbox? Dropbox is a free, cloud-based file sharing service.They have a great referral program – when you sign up you’re given a set number of file space which you can increase by sharing with your friends. More than 50 million people use Dropbox which launched in 2008.
Carrie and Steve
Steve The people you see further along the journey understand this shift and – for the most part – have embraced it. (And, no, pull is not new, but it is something that social networking and digital media set free, and that customers now expect.)
Steve This is a pure pull play, an experience that benefits by seeming all about the customer, while providing deep value to SBUX through engagement and interaction.
Carrie Measuring the efficacy of a program is important – we built our framework around 4 KPI’s: Loyalty, Engagement, Virality and Revenue
Carrie It’s important to test your program – find out how they are responding and be able to iterate quickly and change the impact Slider tool we built – we call it RAMP - Real-Time Audience Management Process Iteratively roll out their rewards program.Randomly selected control group for comparison to the exposed group in order to accurately determine actual performance lift and return on investment.