Loyalty in Mobile: How to increase LTV and boost loyalty

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Slides from our meetup on September 20, 2016 Make your app so addictive, they'll need rehab to quit! Join our panel of experts who will be sharing their experiences using mobile to boost long term value and increase customer loyalty. Panelists • Roxanne Ong has headed up mobile strategy for the likes of General Assembly, Hailo, Ogilvy & Mather and Estée Lauder. • Adam Hadi is a performance marketing specialist and user acquisition and retention expert that has advanced Draft.com and Topps digital's acquisition, retention and influencer marketing programs. • Ray Beharry is Head of Marketing at Pollfish, an author, consultant and adjunct faculty member at New York University. Agenda 6:00pm - 6:30pm - Pizza, beer and wine 6:30pm - 7:30pm - Panelist presentations and discussion 7:30pm - 8:00pm - Networking

Mobile

FollowAnalytics Overview
Carl Theobald: Welcome
Adam Hadi: Loyalty Starts with Acquisition
Ray Beharry: Loyalty is the New Black
Roxanne Ong: Three Strategic Cornerstones to Strong
Engagement
Discussion + Q&A
Raffle
AGENDA

Carl Theobald
CEO, FollowAnalytics
@FollowAnalytics

Introducing FollowAnalytics
FollowAnalytics Mission
To make every business
a successful mobile business
by providing the world’s best
mobile engagement solution.

Acquiring Loyal Users
Adam Hadi
UA Consultant
adam@adamhadi.com
@itsadamhadi

Channels
• Owned and Operated
-Facebook, Twitter, Google, Yahoo, Pinterest, etc.
• Ad networks
-Applovin, AdColony, Tapjoy, Vungle, etc.
• Influencers
-Youtubers, Instagrammers, Streamers, etc.
• Offline
-Podcasts, Billboards, TV, etc.
• Organic
-Chart Rank, Keywords, ASO, etc.
@itsadamhadi

Strategy
• Targeting
-Lookalikes (Facebook, Google, Twitter)
-Interests/Keywords (Facebook, Google, Twitter)
-Influencers, Podcasters, etc.
• Bidding/Optimization
-Impressions<Clicks<Installs<Events
@itsadamhadi

Mobile Loyalty
is the new
BLACKAnd 5, 4 other truths

Strong intro
Woah!
Coming Up
You will be blown away
Crazy stats
.
Learn how this stuff works
Remember this one thing

CRAP.
The single biggest threat to mobile
marketing is mobile marketing.

Do The Math
3.3M+
Apps
1.5M - App Store
1.8M - Google Play
150B
Downloads
1.2M
Publishers
1000 New Apps
per day
9M registered iOS
Developers
Gaming leads the
way
App Store 400k
Google Play 620k
100B - App Store
50B - Google Play
http://www.businessofapps.com/app-store-statistics-roundup/

Profitability
Acquiring customers who
contribute more than they
cost.

Do More Math.
71% of people making $100k+ are enrolled in loyalty programs
6-7x more expensive to acquire a customer than keep one
5% increase in retention can yield 95% increase in profitability
Existing customers spend 67% more than new ones.
https://selfstartr.com/customer-loyalty-programs/

Be The Buyer
Start with their
⎋ Needs
⎋ Challenges
⎋ Motivations
⎋ ConcernsAttention
20

Value Builds Loyalty
Nurture engagement on mobile.
Customers today expect a program to deliver
customization, value, and relevance everywhere, all
the
time
Best Buy rewards customers
for interacting with apps using
location data.
Sephora’s loyalty-powered app promotes
check-ins, product reviews, Instagram
posts, and on-the-go sharing
01
Full Mobile
Access
02
Proximity
03
Integrate Loyalty
Incentives
.

Loyalty Program Types
Spend: rewards based on purchases –
Kohl’s
1
Points: rewards beyond purchases,
incl sharing, referrals & partner
programs - United
2
Tiered: rewards based on different
levels – Best Buy Elite, Elite Plus
3
Paid: monthly or yearly fee – Amazon
Prime
4
Punch Programs: punch card –
Hotels.com 10 nights = 1 night
5

It’s Easy, Really
Know Your
Customers and how
they search
Design a Loyalty
Program with their
needs in mind
Communicate
regularly via
different channels
Make it easy to
purchase and
connect

DIALOGBRAND
VALUE
DATA
Foundations
of Loyalty

STRATEGIC
CORNERSTONES TO
STRONG
ENGAGEMENT

Big
Data
Wrangle
Identify
Hypothesize
Test
Measure
Prove
Iterate
Segment.
Segment.
Segment.
Anticipate
Needs & Intent
With the Context of Data

Geo-Segment Under-Performing -
Segment
Orange is the New
Black Segment

What is the
Role of Each
Messaging
Channel?
2

Now, plot all this
together in a
Customer
Journey Map
3

Key Elements to Consider
Using the Context of Data
Event
Desired
Response/Action
Message Channel
Trigger Hypothesis Engagement

Three
STRATEGIC CORNERSTONES
TO STRONG ENGAGEMENT
DATA
ROLE OF
CHANNEL
S
MAPPIN
G
1 2 3

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Roxanne Ong
@roxanneong
Ray Beharry
@raybeharry
Adam Hadi
@itsadamhadi
Mark Arabatzis
@markeast

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1. Loyalty in Mobile: How to Boost User Lifetime Value @FollowAnalytics

2. FollowAnalytics Overview Carl Theobald: Welcome Adam Hadi: Loyalty Starts with Acquisition Ray Beharry: Loyalty is the New Black Roxanne Ong: Three Strategic Cornerstones to Strong Engagement Discussion + Q&A Raffle AGENDA

3. Carl Theobald CEO, FollowAnalytics @FollowAnalytics

4. Introducing FollowAnalytics FollowAnalytics Mission To make every business a successful mobile business by providing the world’s best mobile engagement solution.

5. Acquiring Loyal Users Adam Hadi UA Consultant adam@adamhadi.com @itsadamhadi

6. Channels • Owned and Operated -Facebook, Twitter, Google, Yahoo, Pinterest, etc. • Ad networks -Applovin, AdColony, Tapjoy, Vungle, etc. • Influencers -Youtubers, Instagrammers, Streamers, etc. • Offline -Podcasts, Billboards, TV, etc. • Organic -Chart Rank, Keywords, ASO, etc. @itsadamhadi

7. Strategy • Targeting -Lookalikes (Facebook, Google, Twitter) -Interests/Keywords (Facebook, Google, Twitter) -Influencers, Podcasters, etc. • Bidding/Optimization -Impressions<Clicks<Installs<Events @itsadamhadi

8. Be Honest or... @itsadamhadi

9. Acquiring Loyal Users Adam Hadi UA Consultant adam@adamhadi.com @itsadamhadi

10. Mobile Loyalty is the new BLACKAnd 5, 4 other truths

11. Strong intro Woah! Coming Up You will be blown away Crazy stats . Learn how this stuff works Remember this one thing

12. Point 01

13. CRAP. The single biggest threat to mobile marketing is mobile marketing.

14. Do The Math 3.3M+ Apps 1.5M - App Store 1.8M - Google Play 150B Downloads 1.2M Publishers 1000 New Apps per day 9M registered iOS Developers Gaming leads the way App Store 400k Google Play 620k 100B - App Store 50B - Google Play http://www.businessofapps.com/app-store-statistics-roundup/

15. Point 02

16. Content is Queen Profitability is King

17. Profitability Acquiring customers who contribute more than they cost.

18. Do More Math. 71% of people making $100k+ are enrolled in loyalty programs 6-7x more expensive to acquire a customer than keep one 5% increase in retention can yield 95% increase in profitability Existing customers spend 67% more than new ones. https://selfstartr.com/customer-loyalty-programs/

19. Point 03

20. Be The Buyer Start with their ⎋ Needs ⎋ Challenges ⎋ Motivations ⎋ ConcernsAttention 20

21. Value Builds Loyalty Nurture engagement on mobile. Customers today expect a program to deliver customization, value, and relevance everywhere, all the time Best Buy rewards customers for interacting with apps using location data. Sephora’s loyalty-powered app promotes check-ins, product reviews, Instagram posts, and on-the-go sharing 01 Full Mobile Access 02 Proximity 03 Integrate Loyalty Incentives .

22. Point 04

23. Variety is the Spice of Loyalty 23

24. Loyalty Program Types Spend: rewards based on purchases – Kohl’s 1 Points: rewards beyond purchases, incl sharing, referrals & partner programs - United 2 Tiered: rewards based on different levels – Best Buy Elite, Elite Plus 3 Paid: monthly or yearly fee – Amazon Prime 4 Punch Programs: punch card – Hotels.com 10 nights = 1 night 5

25. It’s Easy, Really Know Your Customers and how they search Design a Loyalty Program with their needs in mind Communicate regularly via different channels Make it easy to purchase and connect

26.

27. hi there

28. DIALOGBRAND VALUE DATA Foundations of Loyalty

29. STRATEGIC CORNERSTONES TO STRONG ENGAGEMENT

30. How Well Do You Know Me? 1

31.

32. Big Data Wrangle Identify Hypothesize Test Measure Prove Iterate Segment. Segment. Segment. Anticipate Needs & Intent With the Context of Data

33. Geo-Segment Under-Performing - Segment Orange is the New Black Segment

34. What is the Role of Each Messaging Channel? 2

35.

36. Now, plot all this together in a Customer Journey Map 3

37.

38. Key Elements to Consider Using the Context of Data Event Desired Response/Action Message Channel Trigger Hypothesis Engagement

39. Three STRATEGIC CORNERSTONES TO STRONG ENGAGEMENT DATA ROLE OF CHANNEL S MAPPIN G 1 2 3

40. Discussion + Q&A Roxanne Ong @roxanneong Ray Beharry @raybeharry Adam Hadi @itsadamhadi Mark Arabatzis @markeast

41. Raffle

42. Loyalty in Mobile: How to Boost User Lifetime Value @FollowAnalytics

Editor's Notes

Make intro for Carl
Burst, especially is smaller countries
Burst, especially is smaller countries
Burst, especially is smaller countries
Hello - my name is Roxanne and I have been playing in the loyalty space for over 10 years now. My mobile cred†

Loyalty in Mobile: How to increase LTV and boost loyalty

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Editor's Notes