Leveraging Social Loyalty to Reinvent A Brand Case Study

PRESENTERS:

John Kim, VP of Products, Pelago

Casey Petersen, Social Media Manager, Murphy USA

Who is Murphy USA?Only The Fastest Growing Gasoline Chain in the Nation . . .

Whrrl mission: Increase the possibility of adventure in your daily life

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

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

Whrrl Society Rewards Launched on July 1st

A Free Tank of Gas

A Free Tank of Gas

Loyalty and Virality Drive Society Levels

Mor

e L

oyal

ty &

Inf

luen

ce

Trend-setter

Maven

VIP

Insider

Rookie

Activation at the Pump

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

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

Whrrl Driving RetentionVisits/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

Whrrl Impacting Net Promoter ScoreLikeliness 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.

Whrrl Driving WalletAverage 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

Whrrl Climbing the Influence LadderMost influential channels by rank

Brand ImpactMurphy USA helps me more social

% of people who responded 8+

Brand ImpactMurphy USA helps me have more fun

% of people who responded 8+

Phase 2: Pouring More Gasoline on Results

Movie Promotion with Warner Brothers

Multi-Vendor Supported Prizes

Community Development through Collective Bias

Have Fun!

<Insert Murphy USA video>

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.

Questions?

@jkimlosangeles - John Kim, VP of Products at Whrrl

@thatgeekcasey - Casey Petersen, Social Media Manager at Murphy USA