General Motors and Foot Locker on: Follow Me Back: How to Drive Lasting Customer Loyalty Through Social It costs less to keep your current customers than it does to gain new ones. But loyal customers no longer buy into brands based solely on love of product. There's no better or more authentic way for brands to achieve the brand love customers seek than through social media. Hear from these brands as they share how—through rewards programs, solid social customer care experiences, and more—they’ve cultivated lasting relationships with their customers on social.

1. Follow Me Back
How to Drive Lasting Customer Loyalty
Through Social

2. SVP, Customer Success
Spredfast
@MiddleBorgie
Dianne Borges
VP, Marketing
Communications, North
America
Foot Locker
@franfed
Francine Feder
Social Media Center of
Expertise
General Motors
@CaroProbst
Carolin Probst-Iyer
Today’s Speakers

3. CONFIDENTIAL
The face of loyalty-
circa 1987

4. CONFIDENTIAL
Innovation, modernity
and...

5. CONFIDENTIAL
...An uprising

6. 6
“Customer Loyalty is Overrated”
A.G. Lafley and Roger L. Martin. Harvard
Business Review, January-February 2017.
Photography by Bruce Peterson.

7. Processing Fluency

8. Research into the workings of the human brain
suggests that the mind loves automaticity more
than just about anything else—certainly more than
engaging in conscious consideration.
8

9. Familiar
Easy
Preferred

10. Connection

11. 11

12. Familiarity Innovation
12

13. How to manage both for your brand
Understand and lean
into customer habits
Innovate from within
your brand
Marry big changes to
big benefits
13
Keep it simple

14. Social Media Center of Expertise
General Motors
@CaroProbst
Carolin Probst-Iyer

15. “I want an environment at GM
where the customer is at the
center of every decision. After
all, we exist to serve their needs,
not the other way around.”
- Mary Barra

16. Today’s digital natives expect every
encounter with your brand to be the
same, whether online or off.
Customers Don’t Give a
!#@% About Your Silos

17. CONF IDENTIAL
GM Social Media Center of Expertise Brings it
Together
Provide global governance
Facilitate connections across regions, brands &
functions
Holistic strategy with customers at the center
Consistent execution, procedures & training
Global social media tools and data
Thought leadership and purposeful innovation

18. It Starts Internally

19. Listen to Your Customers

20. Be There When They Need You, Not When You Need Them

21. Brand Community Managers Social Care Advisors
Bring Brand and Care Together

22. Dealer Communication Self-Help Chatbots Earned Media
Every Customer Touchpoint Counts

23. Integrated Tools Enhance Social Listening and
Engagement

24. CONF IDENTIAL
You Won’t Survive Without Thick Skin
Hello, I was seen and found out its going to cost $1000
to fix… the radio is fried. I thought something would
be done to help considering it only lasted a month
after I bought it… but nope. Nothing... so…
First Chevrolet will be the last Chevrolet for me…
it is not your fault… and I thank you for helping me…
- Vanessa
Well you guys worked your magic and answered my
prayers! My dealership called and said they are
replacing my radio free of charge thanks to a call from
GM! You guys are awesome and I can’t thank you
enough for this wonderful late Christmas present!
Your forever faithful customer,
Vanessa

25. CONF IDENTIAL
The Unsexy Prepares You for Customer Moments

26. Be loyal to your customers,
and they will be loyal to you.

27. VP, Marketing Communications,
North America
Foot Locker
Francine Feder

28. BUILDING LOYALTY
THROUGH SOCIAL MEDIA

29. Product moments
they can be part of
Partnerships with
personalities they
care about
Places they want to
go to experience
Objectives
DRIVE Customer Loyalty through social by creating:
2

30. Product
Moments
Objective:
• Create a social moment at NBA All-Star to drive
sell-through on our exclusive Nike Air Foamposite
“Big Bang” shoe release
Strategy:
• “Surprise and delight” consumers with an
Instagram shopping experience during the dunk
contest on NBA All-Star Saturday night
Results:
• Over 11K link clicks on the post
• Shoe sold out online in 10 minutes
3

31. Product
Moments
Objective:
• Drive new followers to our new @houseofhoops channel
and create a product moment for the Air Jordan 3
Black/Cement release
Strategy:
• Launch stockroom 23 in instagram live franchise with
NBA All-Star Victor Oladipo and social influencer The
Shiggy Show and surprise consumers with a code to
purchase the shoe in-store
Results:
• Over 10k live viewers
• 50 pairs sold in one hour
4

32. Product
Moments
Objective:
• Engage consumers for our new Jordan x Gatorade air
Jordan 1’s on Christmas day to create buzz and hype for
launch
Strategy:
• Partner with Snapchat and north kingdom on an AR
unboxing experience lens
• Promote lens through snap ads during NBA live games
on Christmas day and on ESPN SportsCenter’s
Results:
• 45 seconds of average play time
• Over 4 million impressions in one day 5

33. Partnerships With
Personalities
6

34. Personality
Engagement
7

35. Places to
Experience
SNEAKEASY “A window to what’s next”
• Pop-up shop in partnership with Nike and Jordan
• Social sign ups for VIP shopping Experiences
• Access to exclusive product drops
8

36. Places to
Experience
COMPLEX CON
• Pop-up up shop in
partnership adidas
• Social sign ups for VIP
shopping experiences
• Appearances by Playboi
Carti, Pusha T and
Lifeofdesiigner
• Exclusive product drops
throughout the weekend
9

37. Places to
Experience
NYC33
• Foot Locker’s exclusive
event space in New York
City
• Performances and
appearances by athletes
and celebrities
• Transforms into shopping
experiences
• Exclusive product drops
10

38. Places to
Experience
Foot locker x Pensole Academy
“Fueling the future of footwear”
• Design school in partnership with our vendor
partners and PENSOLE founder D’Wayne
Edwards
• Opportunity for young designers across the
world to create their own shoes
• Released exclusively at Foot Locker stores
and footlocker.com
11

39. Takeaways
Understand Your Audience
• Utilize tools to analyze your content and understand what drives engagement
– Product, UGC, culture posts are most important to FL consumers
• Utilize data to understand the personalities who are relevant to your audience and
who you should connect with:
– Who do your followers follow?
– What is the age and demo composition of the fan base of who you want to work with?
– What are their interests?
• Experiment. There’s no one formula that works universally. Don’t be afraid to fail.
12

40. Dianne Borges
SVP, Customer Success
Spredfast
@MiddleBorgie
Francine Feder
VP, Marketing Communications,
North America
Foot Locker
@franfed
Carolin Probst-Iyer
Social Media Center of Expertise
General Motors
@CaroProbst
Q&A