Branded Communities: The Next Generation of Loyalty Programs
•
6 likes•767 views
Branded communities are the next generation of loyalty programs that bring customers closer to brands and each other. They provide protection, privacy, exclusivity, acquisition opportunities, and allow for customer research and measurement integration. A case study on e.l.f. Beauty's online community found that with no promotion, it gained 4,500 members in its first 3 months with a 75% increase in unique visits last month. Members had 270% higher average revenue than non-members.
Report
Share
Branded Communities: The Next Generation of Loyalty Programs
- 1. Branded CommunitiesThe next generation of loyalty programsDecember 1, 2009
- 2. What we’ll coverThe current realityBranded communitiesWhy?Case study – e.l.f.Key learnings2
- 5. Branded Communities They bring you closer to customersThey bring customers closer to each other5
- 6. Branded Communities? Why?Can’t I just do this on a Facebook Page? 6
- 7. Why Create Your Own Online Community?ProtectionPrivacyExclusivityAcquisitionResearchMeasurementIntegrationReduce costs (i.e., customer service)7
- 8. Protection8
- 9. Exclusivity9
- 10. AcquisitionYour best customers are your current customersYour next best customers are their friends and familyPhoto credit: http://www.flickr.com/photos/futurowoman/3083058325/10
- 11. ResearchSurveysPollsProduct feedbackNew ideasImpact over time11
- 12. MeasurementBusiness MetricsActivity MetricsVisits and activity, popular content, links clicked, top commenters, etc.12
- 13. AggregationAggregate existing content in one place to save people time and show them what you’re doing13
- 14. Loyalty Program IntegrationKeep people engaged longer so they stick aroundImprove data collection/accuracyCreate new benefits to differentiate your program14
- 15. Case Study – eyes lips face15
- 16. e.l.f. Beauty Network Goals – Identify brand advocates, deepen relationships with customers, acquire new customers and tie all social activity togetherHow – Invited select customers to a community to receive exclusive deals, access to beauty experts, beauty tips and feedback on productsAggregated content from Twitter, Flickr, blogs and YouTube in one place16
- 17. e.l.f. Beauty Network Invite EmailSign up17
- 20. e.l.f. Beauty Network Home 20
- 21. e.l.f. Beauty Network Results4,500 members with no promotion56k visits in first3 months 5k unique visits last month (up 75%)9% of members receive desktop alerts10% of members are brand new to databaseAverage revenue per member is 270% higher than non-members who have purchased21
- 22. Key LearningsHave a purposeIt’s important to make people feel welcomeEstablish measurable goals ahead of time so you will drive towards themMake sure your community doesn’t exist in a silo22
- 23. Future ideasCreation of buyers clubs and benefitsExample: Invite 10 people to join, everyone gets special gift when ordering togetherExample: Invite 30 people to join, everyone gets free shipping23
Editor's Notes
- cover
- Title and content layout
- -Consumers exposed to a brand’s influenced social media and paid-search programs are 2.8 times more likely to search for that brand’s products compared with users who only saw paid search. (comscore/groupM - sept. 09)-More than eight in 10 management, marketing and HR executives responding to the July 2009 survey cited relationship- and brand-building as benefits of social media. Execs also considered social media a good tool for recruitment (69%) and customer service (64%), and 46% thought it enhanced employee morale. (emarketer, sept. 09)