Loyalty Rewards Program

Social Networking

2

Contents

• Community Background Page 3• Web Development Page 11• Measurement Plan and Metrics Page 20• Content Development Page 24• Communications Plan Page 27• Moderation Page 36• Finished Product Page 38

3

Why Launch an Online Community?

• By 2007, 50% of Internet users read at least one blog per week

• Projections show an increase to 67% by 2012

4

Online Communities Embraced by Consumers• Consumers turn to online communities, i.e. discussion

forums and blogs, in the purchasing cycle for both products and services

Company Loyalty MembersCurrent state

Ideal state

Social Networking Encourages a Dialogue With Customers

5

Company to

Members

Members to

Company

Members to

Members

Online Community Benefits

• Build loyalty and satisfaction– Customer retention is 50% higher for forum users than non-forum users*

• Reduce support costs– Costs per transaction in forums is typically less than 15% the cost of live

interactions*

• Gain insights– The view of customer interaction provides a wealth of actionable insight

– Provide program feedback

• Measure engagement– Generate incremental revenue

– Decrease churn

– Increase lifetime value

• Encourage dialogue between company and its loyalty members• Enable open communication

*Lithium Technologies, 2008

6

Online Community Goals and Objectives• Online Community Goal– Build program enhancements to improve the member

experience

• Online Community Objective– Develop a robust online community that enables loyalty

rewards members and the company to have a meaningful dialogue with each other

7

8

Online Community Mission

Build an online community of customers who are small business owners and members of the loyalty rewards program by providing a platform where members can be resources for each other, and members receive the absolute most out of their loyalty rewards membership.

9

Begin Online Community Launch

• Determine best cross-functional team for each major bucket– Web Development

– Vendor Relationship

– Success Measures

– IT Development

– Content Plan

– Communication Strategy

– Moderation/Customer Service

• Set up team meetings and drill tasks down further• Weekly calls with vendor and IT• Weekly creative/interactive meetings• Measurement, IT and interactive team meetings• Budget meetings set up

10

Create and Monitor Overall Schedule

11

Website Developmen

t

12

Web Development Project Brief and Kick Off

13

Wireframes Created and Presented

Marquee

14

Immediate Deliverables

• What to call the community?– The Business Line? The Network? The Summit?

– The Talk Shop

• Purchase URL• Write FAQ’s about the Talk Shop• Write all web copy: headlines, body, instructions, and error

messages• Flesh out avatar’s• Profile page development• Determine community emails

15

Design Concepting Phase

16

Website Marquee Development

• Small business rewards loyalty website marquee

• The Talk Shop website marquee

17

Clarify Usability of the Talk Shop

• The Community Profile sets apart the rewards website from all other small business websites and online communities. It fundamentally allows members to connect with each other based on who they are and truly personalizes the Talk Shop. Members will be able to upload their photo and business information so other members can know who they are and what they do. They will also be able to search members by criteria, such as zip code or business size, and send a personal message or question to one another. This will spur individual conversations among members, which will increase engagement in the Rewards program.

• A usability document was drawn up and approved

18

Track Page Development with Vendor

19

Finalize Community Emails

• Welcome to the Talk Shop• Member follows threads or comments• Moderator deletes post• Moderator can send individual emails when appropriate, for

instance if a members uses a key word• Message to all members

20

Measurement Plan and

Metrics

21

The Talk Shop Measurement Plan

• Set up meetings with vendor and CMW’s measurement and IT teams– How do we measure?

– What is the standard measurement package that comes with our vendor contract, and does that meet the client’s needs?

– Can we incorporate measurement of the Talk Shop activity within Omniture website reporting?• If so, how do we tag/create web

pages?

– What files need to be transferred between vendor and CMW?

• Kick off and project brief

22

23

The Talk Shop Health Dashboard

• View Activity Metrics– Message Views

– Page Views

– User Sessions

• Participation Activity Metrics– Posts

– New Threads

– Replies

• Growth Activity Metrics– Logins

– Registrations

– Registered User Sessions

24

Content Development

25

Talk Shop Content Guiding Principles

•Celebrate membersAuthentic

•Educate, share useful information Helpful

•Champion member networking and connection

Business Accelerator

26

Content Timelines and Approval Process

• Content is a primary reason for members to return to the Talk Shop

• Consistently fresh, engaging content will give members reason to participate and return to the Talk Shop

• Members will grow, traffic will grow, and refresh speed will also need to grow

Blog: copy review

Poll: approve in batch

Forum: approve topics

27

Communications Plan

Pre-Launch7/6-8/13

Post-Launch 8/21-On

Ongoing Content8/21-On

Launch8/13-8/20

28

Leverage Existing and New Channels

Existing Channe

ls

•Account Summary Email•Triggered Emails•Service and Sales Centers•Statements•Catalogs•Welcome Kits

New Chann

els

•Email with Talk Shop content•New Triggered Email•PR Placement in Trade Publications•Speaking at Events•Talk Shop Meet up Events

Leverage existing methods of communication that are known to drive action with the website

Drive traffic and buzz with the strengths of the program itself

29

Rock Star Email Teaser

Description

• Our most engaged members in the program can be our strongest advocates within the Talk Shop community

Main Idea

• Email our engaged “Rock Star” members with a sneak peak/preview of the Talk Shop prior to official launch to seed the community

Details

• Rock star members were incented with bonus points to participate in the Talk Shop

Call to Action

• Register and post a comment on the Talk Shop to receive 1,000 points

Metrics

• Transmitted: 7/21 & 8/13

• Open rate: 55.36%

• Click through rate: 8.93%

• Registrations/Comments: 10%

30

Account Summary Integration

Description

• Members receive regular account summary emails that drive traffic to the website

Main Idea

• Use the August account summary as a single focused message to promote the Talk Shop

Details

• Feature the Talk Shop as an added value of membership in an email they are expecting to receive

Call to Action

• Put the collective wisdom of 180,000 small business experts to work for you

Metrics• Transmitted: 8/19• Open rate: 29.39%• Click through rate: 6.65%

31

Catalog Insert

Description

• Members receive a catalog of potential redemption options three times per year

Main Idea

• Include an insert about the Talk Shop in future catalog mailings

Details

• Members are presented with the added value of the Talk Shop and are directed to visit the community

Call to Action

• Simply log on and click on the Talk Shop marquee

Metrics• N/A

32

Current Triggered Emails

Description

• Members receive triggered emails based on interaction with the rewards program, for example wish list reminders

Main Idea

• Integrate a module and tab into each email. The module displays information about the Talk Shop

Details

• Initial versions can introduce the Talk Shop. Future versions can feature recent content in the Talk Shop

Call to Action

• Log on to connect with other small businesses and to introduce your business to the community

Metrics• Transmissions ongoing• Average click through rate: 2%

33

Sales and Service Centers

Description

• Both inbound and outbound sales agent calls present an opportunity to garner awareness

Main Idea

• Create call scripts about the Talk Shop and its benefits for sales representatives

Details

• Support script change with internal awareness pieces including internal email and sales sheet updates

Call to Action

• Enroll today and visit the Talk Shop to connect with other local businesses

Metrics• N/A

34

Registration Promotion

Description

• Incent members to register on the Talk Shop

Main Idea

• Drive members to visit the Talk Shop for the first time and register

Details

• As members fill out registrations, they will be able to begin a dialogue with other members

Call to Action

• Register on the Talk Shop and receive 250 bonus points

Metrics• Promotion dates: 9/24 – 11/30• Number of new registrations: 2,971

35

Contests

Description

• Change member behaviors to post regularly on the Talk Shop by introducing a contest

Main Idea• Launch a community contest

Details

• Members participate in a contest to be featured in Talk Shop communications. Earn points for entering, and the members with the best answers on the Talk Shop win a feature on the homepage via video and blog, and be highlighted in email communications

Call to Action

• Tell us about your business and earn points. You can also win the grand prize

Metrics• Participation, number of submissions

• Lift in registrations and comments

• Promotion not launched

Has your business gone green?

I knew I made it when…

36

Moderation

37

Talk Shop Back-End Moderation

• User Guidelines created and approved by legal parties• Moderation handbook created and approved• Schedule to monitor comments developed• Answers to anticipated questions written• FAQ’s for the Talk Shop drawn up and approved• Key words and bad words created

38

Finished Product

39

The Talk Shop Home Page

40

The Talk Shop Home Page Video

Description

• Video is engaging, provides image of activity and vibrancy to the Talk Shop

Main Idea

• Integrate video updates in the Talk Shop marquee

Details

• Video is produced on a limited basis (four times per year), and existing consumer generated video is used for bulk of executions

• Video interview members to be featured based on interview script

Metrics• Number of video comments• Phase 2: Number of

plays/interactions

41

The Talk Shop Forum Comment

42

The Talk Shop Profiles

Targeted Landing Page

0.3

Enroll

0.1

Login

0.2

Forgot Password

0.2.1

Password Sent

0.2.1.1

Enroll Steps

0.1.x

Front Porch

0

Enroll Thank You

0.1.1

Small Biz

10.0

You Must First Login

0.2.2

Member Benefits

8.0

The Talk Shop

7.0

User Guidelines

7.5.1

Blogs

7.1

Forums

7.2

Register Your Profile

7.5

Forum Categories

7.2.1

Your Profile View

7.3

Search Member Profiles

7.6

Blog Article

7.1.1

Blog By Author

7.1.1.1

Edit Profile

7.4

Search Talk Shop

Content

7.9

Rewards site

9.0

Blogs Listed

7.1.1.2

Forum Topics

7.2.2

Forum Topic

Comments

7.2.3

Forum Reply to Topic

Comment

7.2.4

Profile Preferences

7.4.1

Profile Directory

7.6.1

Post a Comment

7.1.2

Create New Topic

7.2.1.1

Questions

7.2.1.7

Edit Attachment

7.2.1.3

View Posted Topic

Comment

7.2.4.1

Edit Posted Topic

7.2.1.4

All Blog Articles in

Full

7.1.1.3

Spell Check

7.1.2.2

Spell Check

7.2.4.2

Poll

7.7

Poll Results

7.7.1

Most Popular

7.8

Most Popular Results

7.8.1Subscribe/

Ignore

7.2.3.1 Preview Page

7.2.4.3

Questions

7.1.2.3

Preview Page

7.1.2.1

Attach Files

7.2.1.2

Preview Page

7.2.1.5

Spell Check

7.2.1.6 Questions

7.2.4.4

Search Member Profile Results

7.6.2

Search Talk Shop Content

Results

7.9.1

The Talk Shop Site Map – 41 New Pages

43

44

The Talk Shop Success Metric

• Key Metric– 5% of member base engages with the online community by

the end of the first 12 months, approximately 9,000 unique visits

• Trending to meet this goal– 5,703 first time visitors on the site in the first four months of

the community