Join Chirpify's (chirpify.com) CEO Chris Teso and Columbia’s Lindsay Mcann, as they discuss how Social Media Loyalty programs work, and how Columbia has extended Greater Rewards to enable their members to be rewarded for their brand advocacy, not just spend.

1. A Social Media
Remote Control For Loyalty
Brands use Chirpify to turn conversations into conversions,
to drive deep engagement, valuable data, and spend.

2. LOYALTYHAS CHANGED
“97% of loyalty programs reward participants for ‘spend and get’.
Yet, 84% of consumers say they would spend more with companies that reward
activities other than spending.”
– Loyalty 360
“Today’s consumers recognize there is greater value in their time, attention, and
their social media footprint, and expect to be rewarded accordingly for that.”
– Thom Kozik, Vice President of Loyalty,Marriott

3. VALUE FOR BRANDS
Modernize“spend andget” based loyaltyprogramstoenable
omni-channelengagementandparticipation–increasingorganic
earned media,customer acquisition,data,andspend.
EARNED MEDIA + ENGAGEMENT
Drive deep engagement with 1:1 social communication atscale
Billions of organic impressions from members sharing brand moments
CUSTOMER ACQUISITION
Earned media will drive new members and reactivate old who see friends earning in social
DATA
Acquire and tie Social Identity to customer records for segmentation and better targeting
SPEND
Socially connected members are more active members thatparticipate and spend more
SHARE
IT PAYS TO BE SOCIAL!
Connect an account below to
start earning forbeing social!

4. COMPONENTS OFA SUCCESSFUL PROGRAM
LISTEN TO CONVERSATIONS
• Triggers: Hashtags, Photos, Links, Sharing
• Conversations: Chat bot andDM conversations
• Topics: Keywords and topics
• Surprise & Delight: Brand advocacy
APPLY RULES
• Geo-fencing: Confine participationtoa store, city, state level
• Frequency: How often, orinfrequent, members can participate
• Influence: Limit participationtocertain tiers or influence
• Moderation: Review and approve or automate conversion
AUTOMATE 1:1 MESSAGING AT SCALE
• Members: Instantly receive email withreward or content
• Non-Members: Instantly receive a social or chat bot response
• Language: Respond to users in theirnative language
• Smart: Responses varied based on user & campaign criteria
CONVERT EXISTING AND NEW MEMBERS
• Members: Instantly convert in-stream
• Non-Members: Receive link to mobile registration
• Social Login: Collect social data during registration
• White Label: Registration and responses are white labeled
MEASURE AND ACQUIRE VALUABLE DATA
• Social: Tie Social IDto existing member data
• Campaigns: Impressions, reach, conversion and engagement
• Data: Export data in real-time or downloadvia CSV
INTEGRATE WITH EXISTING SYSTEMS
• CRM: Push member data into existing CRM
• Points: Debit and creditpoints inside existing engines
• Email: Automate emails from your own domain
Listen and respond to conversations,automate engagement, conversion,and data

5. EXAMPLE USER EXPERIENCE
MEMBERS
Once a member connects
their social account, they have
a social media remote control
for marketing conversion.
CALLS-TO-ACTION
• TV
• Web
• Social
• Print
Post a photo using
#BrandCampaign to win
Check-in at @BrandStore
to get a reward
Tweet #BrandTag
for 10% off
• App
• Store
• Events
• Email

6. HOW BRANDS THINK ABOUT STRATEGY & MEASURE ROI
Socially connected members are more active – more active members spend more
Strategy…
1. Create socially connected members
Leverage existing channels toincentivize existing
loyalty members to connectsocial accounts
2. Leverage connected members
Tie into existing campaigns and initiatives to give
members a “reason to engage” withthe brand and
program. Reward them for that engagement
3. Grow overall active membership
Create new and re-activate existing members
who will participate inthe program
Year1 ROI…
More engaged members
Members with additional ways to earn will become
more “active” in the program andwillspendmore
frequently.
Increase in earned media impressions
Active members will promote the program, creating
valuable exposure leading to spend
Increase Active Members
Earned media drives new active members
NEW ACTIVE MEMBERS x AVERAGE SPEND
2MM total members x 5% increase in activity equals
100,000 new active members x $45 avg spend
20%
Of active members
will have connected a
social account
5%
Increase in total
active members
1B+
Earned media
impressions
$4.5MM
Increase in spend

7. COLUMBIA SPORTSWEAR'S SOCIAL LOYALTY STRATEGY
Columbia uses Chirpify to extend Greater Rewards,enabling their
members toearn Greater Rewards Points for sharing brand
content, products, and promotions.
Columbia’s Social Focus:
• Acquire socially connected members out of existing base
• Engage & Reward
• Expand reach and acquisitions by:
• Creating brand advocates
• Empowering connected members tospread brand content

8. SOCIALIZING EXISTINGMEMBERS,AND ACQUIRINGNEW
IN PRACTICE
• Develop engaging creative
• Large-scale announcement
• Reward upfront for registration
• Consistent stream of connection
• Atleast two calls-to-action per month
• Varied subjects and topics
• Products
• Promotions
• Store Events
• Cause Marketing
• Varied Rewards
• Points denominations
• Surprise & Delight – Reply Rewards

9. HOW SOCIAL LOYALTY FITS INTO COLUMBIA BRAND CAMPAIGNS
EARTH DAY UP NEXT:
DISNEY SPRINGS – ORLANDO
STORE OPENING EVENT JULY 13th
NATIONAL TRAILSDAY
TRIPLE POINTS

10. KEY LEARNINGS & CHALLENGES
• Plan continuous engagement
• Map out clear social strategy
• Plan communication to followers/fans
• Alignwith Social team &strategy
• What are your goals?
• Authenticity of engagement vs. quantity &
reach
• Combine surprise & delightwith automation

11. QUESTIONS
THANKS FOR
FOLLOWING US