1. Leveraging Social Loyalty to Reinvent A
Brand Case Study
PRESENTERS:
John Kim, VP of Products, Pelago
Casey Petersen, Social Media Manager, Murphy USA
2. Who is Murphy USA?
Only The Fastest Growing Gasoline Chain in the Nation . . .
4. How? Societies: Social Graph 2.0
‣ A Community, Not a Badge
‣ Based on shared interests, passions and tastes
‣ Suggested based on physical world patterns, social graph and Whrrl
Activity
‣ Game Mechanics
‣ Designed so the best recommenders and recommendations are
showcased
‣ Rewards
‣ Reward users for checking in and inspiring others with their content
‣ Unprecedented Relevance
‣ Whrrl supercharges the discovery with proprietary algorithms
5. The Problem: Drive Social Loyalty to
Murphy USA Brand
Context:
• Could Murphy use location based social mobile to reinvent the brand?
– Can Murphy USA help you have more fun?
– Can Murphy USA help you be more social?
• Competitors leveraging expensive traditional loyalty program based purely on transactions.
Opportunity:
• Could we invent a new location based social loyalty program to:
– Built on prizes
• Reduce management and balance sheet implications
• Involve suppliers
– Drive community
– Activate customers in the real-world
– Drive virality
Phases:
• Phase 1: Build business proof
• Phase 2: Build scale
9. Whrrl Driving Trial
44%Of Society Members had never
been to Murphy USA before
program
44%Of Society Members had never
been to Murphy USA before
program
10. Whrrl Driving Consideration
85%Of Society members choose
Murphy USA over another gas
retailer because of Whrrl program
85%Of Society members choose
Murphy USA over another gas
retailer because of Whrrl program
11. Whrrl Driving Retention
Visits/Customers/Month
4+Customers using Whrrl
4+Customers using Whrrl
2Industry Average
2Industry Average
• Whrrl Society Members are 3X More likely to visit more than once per
week vs average customer.
• Nearly 50% visit 6+ times per month
12. Whrrl Impacting Net Promoter Score
Likeliness to Recommend
72%Of customers using Whrrl are
more likely to recommend
Murphy USA because of
program.
72%Of customers using Whrrl are
more likely to recommend
Murphy USA because of
program.
13. Whrrl Driving Wallet
Average Transaction Amount/Visit
$30+Customers using Whrrl
$30+Customers using Whrrl
$15Industry Average
$15Industry Average
• 56% of Society members are more likely to increase purchase due to
the program
17. Phase 2: Pouring More Gasoline on Results
Movie Promotion with Warner Brothers
Multi-Vendor Supported
Prizes
Community Development
through Collective Bias
19. Top 3 Lessons Learned
1. Align goals of the business and the LBS service.
2. Building proof should first goal. Scale second.
3. Use LBS to highlight real people at your physical
business in your broader social media efforts.
