Antavo Loyalty The Big Social Media Conference in Manchester July 2015
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Transcript of Antavo Loyalty The Big Social Media Conference in Manchester July 2015
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HOW TO RUN FUN LOYALTY PROGRAMS TO ENGAGE CUSTOMERS?ANDY HEAD OF SALES
ANTAVO CONTEST & LOYALTY SOFTWARE
HOW TO RUN FUN LOYALT PROGRAMS TO ENGAGE YOUR CUSTOMERS?
brought to you by: Andy Nemeshead of sales @Antavo loyalty & contest software
presents:
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“84% of people trust word of mouth
recommendations.” –Javier Buron, via Nielsen.
“The WOW effect is themost important incustomer lifecycle
marketing.” - AlasdairMcWilliam
“Sell More onSocial Media bySelling Less.“ -
Sam Flynn
“Social referrals now outnumber search at 79%
coming through Facebook.“ –Mari Smith
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ANTAVO Offices
Country managers(India, Vietnam, Malaysia, Singapore, Indonesia)
Newsletter partners
Key affiliates
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1. WHAT DRIVES LOYALTY
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DO THEY REALLY DRIVE LOYALTY?
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1. THE WOW EFFECT & REWARDS
13%
20%
12%
34%
10%
11%
REWARDS
EXCLUSIVE-
NESS
PERSONALIZATION
CUSTOMER SUPPORT
FAMILIARITY
OTHER
Source: e-marketer
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2. SOCIAL PROOF
CONVERSION RATES
Recommendation Newspaper ad
400%
Online Reviews and Recommendations
Social Media Ad
320%
CUSTOMERS WANT SOCIAL RECOMMENDATIONS AND WORD OF MOUTH
Source: Deloitte
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3. SOCIAL REFERRALS
Source: Shareaholic
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2. THE SOLUTION
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BUILD LOYALTY NOT REPEAT PURCHASE
OLD-FASHIONED LOYALTY PROGRAMMES
‘Spend a dollar earn a point’ Single interaction
ENGAGEMENT TYPE LOYALTY PROGRAMMES
‘Point-based actions & rewards’Multiple interactions
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ACTIONS YOU CANINCENTIVIZE IN A
LOYALTY PROGRAM
PERSONAL INFORMATION
WEBSITE WEBSHOP SOCIAL EMAIL
• visiting a subpage
• visiting a website
• downloading an e-book/file
• signing up
• writing a product review
• playing treasure hunt
• making a purchase
• leaving a product review
• referring a friend
• creating a wish list
• rating a product
• uploading a photo
• reaching a certain basket size
• paying via preferred payment
• watching a video
• following on Twitter
• commenting
• connecting social profiles
• sharing a video
• sharing a product page
• bring in traffic from social
• sign-ups
• open a newsletter
• click-through in a
newsletter
• preferences
• geographic data
• demographic data
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FORGET TRADITIONAL SPEND A DOLLAR, EARN A POINT LOYALTY PROGRAMS
TRADITIONAL LOYALTY PROGRAMS ENGAGEMENT TYPE OF LOYALTYPROGRAMS
Reward purchases onlyReward all kinds of customer actions which leads to purchases
Pushy Non-salesy, fun
No influencer identification Detailed customer profiles
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3. LET’S SEE HOW SMOOTHLY IT WORKS IN
PRACTICE!
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CUSTOMERACTION
John watched 3 different product videos about a new carnitine, and he checked the product’s subpage to see the details of home delivery.
BUSINESS VALUE: Product and delivery awareness.
CUSTOMERREWARD
He earned 300 points.
WATCHING VIDEOS, WEBSITE PAGES
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WATCHING VIDEOS, WEBSITE PAGES
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CUSTOMERACTION
Janerre purchased an educational toy set for her 3 year-old baby. She then left an approved product review, which she also shared on Facebook.
BUSINESS VALUE: High-quality product review and viral social spread in your customers’ micro-community.
CUSTOMERREWARD
She earned 150 points for the purchase 200 for the product review and an additional 150 points for the share of the product review.
INCENTIVIZE ACTIONS WHICH LEADS TO PURCHASES
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PRODUCT REVIEWS, SHARES ON SOCIAL NETWORKS
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CUSTOMERACTION
Ana knew that an awesome furniture wouldbe loved by some of her friends, so shedecided to share it on Facebook.
BUSINESS VALUE: Highly relevant traffic from social networks.
CUSTOMERREWARD
After 10 of her friends clicked on the link, Anacollected 100 loyalty points and lots of nicefeedback from her friends.
BRING IN TRAFFIC FROM SOCIAL
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SOCIAL SHARING
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ACTIVITIES WHICH CREATES MAGIC FOR YOUR MARKETING
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REWARDS WHICH ARE ENGAGING FOR YOUR CUSTOMERS
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EASILY CUSTOMIZE EVERYTHING FROM THE BACKEND
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4. VALUES FOR YOUR BRAND
BUILDS COMMUNITY AND
IDENTIFIES OPINION LEADERS
INCREASES CUSTOMER LIFETIME
VALUE
BOOSTS USER CONTENT
GENERATION