Loyalty world webinar

EngageSciences
twitter.com/engagesciences facebook.com/engagesciences
MAKING LOYALTY SOCIAL
Don’t just engage customers, activate them!
Monday, 9 September 13

DON’T JUST ENGAGE CUSTOMERS, ACTIVATE THEM
EngageSciences is a new breed of social marketing platform that is focused on advocacy and activation, leveraging a brand’s
existing social media following to drive long-term marketing results.
Globally recognized brands rely on EngageSciences to track, analyze and activate their fan bases, increasing advocate
activity across all major social networks. These customer wins have propelled us to be the fastest developing company in our
space, doubling in size every four months.

WHAT WE WILL COVER
1) How to profile a customer to identify valuable segments and target individual advocates based on their observed
behaviour and preferences on interacting on social channels.
2) How to develop ongoing loyalty programs that recognise and reward customers for taking part in an array of
campaign mechanics and for recruiting their friends.
3) How social data and loyalty data be used to cross-pollinate each other and boost the performance of other
marketing channels.

WHY SHOULD YOU DO SOCIAL MEDIA MARKETING?
TO CREATE BETTER RELATIONSHIPS
WITH CUSTOMERS

TO KEEP CLOSE TO CUSTOMERS
BETWEEN VISITS ONLINE OR IN STORE

TO CAPTURE DATA ABOUT FANS, THEIR
BEHAVIOUR AND PREFERENCES

TO REACH THE FRIENDS OF YOUR FANS
THROUGH ADVOCACY

THE SOCIAL MEDIA LOYALTY CYCLE

ACTIVATING LOYALTY

THE IMPORTANCE OF ADVOCATES
Only 4.7% of a typical brand’s fan base are responsible for 100% of the social referrals.
Most brands don’t know who these fans are and don’t have frameworks to work with
them and expand their number.
These top advocates give you 176x the reach of the average fan that interacts
with your posts and campaigns. Just increasing this group by a single per cent has
massive impact downstream on social marketing reach and socially referred
commerce. This is your brand army.

REFER A FRIENDREWARD TOP FANS
Leverage campaign types that reward your fans for their
part in driving your social campaign success. Your
advocate base has huge reach. Work with them.
Run ongoing programs that track referrals over time and
provide tiers of incentives to your fans for getting their
friends to convert on your promotions.Refer a friend
Creator: Lee Shepstone | Modified: Tue Apr 03 2012
Start: Understand the program and get incentivised to start
Refer a friend Share
Share. Reward. Earn.
one five win
Refer
Refer just one friend to
Nokia, and claim your
reward. Your friend gets
a deal too.
Refer five friends to Nokia
and you'll get an
exclusive reward only
available here.
Our top referrers can win
fabulous prizes. Each
month we give out
amazing and exclusive
prizes to our most loyal
fans.
Refer
Recent fans collecting
rewards
Refer a friend
Creator: Lee Shepstone | Modified: Tue Apr 03 2012
Reward dashboard: Check your rewards and earnings
Refer a friend Share
Invite
Invite more friends Share to all
Post to your wall, earn
when friends click through
Share
Get more friends on board
hello alex
9 Friends invited so far. You can always
invite more.
Referral unlocked. Get 25% off any
Nokia speakers or headphones
accessories.
Welcome back to your reward dashboard.
1
More referrals to go. Unlock your next reward
when you reach 5 referrals.2
Your friends who've joined
Nokia refer a friend
Claim

SOCIAL LOYALTY
Implement loyalty programs and bring in long term gamification
principles to drive repeat engagement amongst your social media
followers. With user journeys optimized for both a desktop and
mobile experience, get your fans to perform all sorts of actions with
you that drive your marketing goals.
Mobile
Spalsh Dashboard|Badges BadgeDetails FriendsTab
Desktop|Dashboardbannerrotation

ENGAGE FANS WITH REGULAR CAMPAIGNS
Successful social marketers publish multiple campaigns every month, leveraging viral mechanics that get fans to share and
invite branded experiences with their friends, leveraging a mixture of messaging tactics and apps that capture data.

SPEED OF EXECUTION IS IMPORTANT
But don’t compromise on quality. You need to think about the tools you will employ to do this.

GAMIFICATION: BADGES, POINTS & LEVELS
A profile is automatically created for anyone that interacts with any of the apps.
This profile records the engagement and attainment of the fan across your
campaigns and activities linked to the loyalty program.

LEADERBOARDS, UNLOCKS & CHALLENGES
Leaderboards are shown for friends who can be invited to join the program and
participate in the brand activities, accessing content, competitions, challenges
and much more.

LOYALTY ISN’T A SILO
Your loyalty program is not a silo app with EngageSciences. It can
be run across every app you build with our platform. The results are
integrated into the audience database and fan profiles accessed
through the messaging console. It is the most complete approach
to creating better relationships with your fans. It is at the heart of
community activation.

Manage, edit and create new gamification
programs including elements such as badges,
points, levels, challenges and unlocks.
GAMIFICATION CONSOLE

Easily define rules for providing
achievements within a social
loyalty program, whether it be
points, badges, challenges or
unlocks.
RULES ENGINE

Manually award badges or points to anyone at anytime, including
for great comments to your posts.
REWARD FANS FOR COMMENTS

ANALYZE RESULTS
Analyze your social marketing performance to understand who you are engaging, the demographics and comparative
performance against past campaigns as well as the entitlements people are earning and the levels completed. This will
allow you to optimize all your activities to turn more followers into engaged fans and ultimately advocates.

HOW ARE YOU RE-ENGAGING YOUR AUDIENCE?
Each campaign should be analyzed to see how you are re-engaging your audience. Specific interest should be placed on
how a campaign re-engages dormant members of your audience. Remember, engaged fans are what you are after. Look
at how many new audience members the campaign created as well as how many existing audience members re-engaged.
You need to think well beyond ‘how many likes did I get?’.

PROFILE FOLLOWERS & BUILD THE FAN DATABASE
It is all about the data. Fan segments will represent very different levels of value to you. You need a strategy to engage them
and track their interactions. If you profile a fan’s behavior over the long-term, you will start to see the value you are getting
from them, including how much they promote your brand and the social referrals this generates amongst their friends.

FAN PROFILES
Click through on any member of the audience database
and see a full timeline of that individual’s interactions
with your marketing campaigns and their value to you.

AMPLIFY THE VOICES OF ADVOCATES
Discover the best advocacy from across the social web, filter, curate and publish it across your digital properties.

DISCOVER SOCIAL ADVOCACY
Set-up feeds from across the social web, including Instagram, YouTube, Twitter, Flickr, Facebook, Bazaarvoice, blogs and
more. Define keywords and filters to find what your advocates are saying about your brand and your campaigns.

PUBLISH SOCIAL CONTENT TO YOUR WEBSITE
Publish the best of what your fans are saying and other aggregated
social content from across the social web directly into your website,
campaign microsites or into your social apps.

FULL CMS CONTROL OF LAYOUT
Easily manage the layout of your curated content pages. Set up a web channel
and publish to your website or campaign microsite in a few easy steps.

WHAT IS THE ROLE OF LOYALTY IN SOCIAL MEDIA MARKETING?

CROSS POLLINATE LOYALTY PROGRAMS AND SOCIAL MEDIA MARKETING

Hashtags have now been
rolled out across all major
social networks. The
hashtag is now the main
CTA brands can use to co-
ordinate the feedback loop
from fans.
Social media should be
used as the long tail of
your marketing, and
with EngageSciences
you have a platform
that can be the social
glue that links TV ad
spend, digital
campaign execution
and CRM.
LINKING ADVERTISING TO DIGITAL INTERACTION & CRM

CUSTOMER SUCCESS STORY: RAKUTEN
Play.com, part of the Rakuten group, saw a significant increase in revenue from social media followers using the
EngageSciences platform, turning social media into the most cost effective marketing channel they operate. This success
led to the Rakuten group implementing EngageSciences in Japan, US, France and other markets. Rakuten is the third
largest eCommerce company in the world. Rakuten loyalty program - Super Points - is central to their customer
engagement operations.
280K
fan growth in 12 months
$3M
in revenue from Facebook
24%more revenue from customers
that become fans more value from customers
acquired from social
campaigns

QUESTIONS?
Olly Foot, Managing Director of MRM Meteorite oliver.foot@mrm-meteorite.com
Richard Jones, CEO, EngageSciences richard@engagesciences.com
To get us going here are a few questions for Olly:
1. What changes have you seen in the way data is managed across CRM, social media and loyalty programs?
2. Is content a new second currency for loyalty programs in a world so heavily influenced by social media?
3. How have you seen the role of analytics change with the advent of social platforms?

Loyalty world webinar

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