the loyalist advantage - joanna lord - searchlove 2014
TRANSCRIPT
The Loyalist AdvantageHow to Measure & Increase Customer Loyalty
Joanna LordCMO, BigDoor
@joannalord
SearchLove Boston, 2014
paradigm shift [def]:
a fundamental change in approach
or underlying assumptions.
things are different now.
but we are focused on the wrong things.
discovery comparison decision evaluate
[marketing channels]
[consumer behavior]
emailcontent
socialproduct
brandpress
retargetingcommunity
seopaid
[marketing tactics]
imagesstorytelling
fear-basedtime-based
guilt-basedpride-based
influencernovelty
discovery comparison decision evaluate
[marketing channels]
[consumer behavior]
emailcontent
socialproduct
brandpress
retargetingcommunity
seopaid
[marketing tactics]
imagesstorytelling
fear-basedtime-based
guilt-basedpride-based
influencernovelty
Consumer change #1: More empowered than ever.
Consumer change #2: Operate in a frictionless world.
Combines for a [possibly] scary reality.Loyalty will be the difference between those that win & those that don’t.
Loyalty does not mean what you think it means.
There is a new way to do loyalty.
the old way to do loyalty.
visitor
member
customer
loyal customers
the old way to do loyalty.
visitor
member
customer
loyal customers
when we started to *invest* in loyalty.
the new way to do loyalty.
visitor
member
customer
loyal customers
when we should be *investing* in loyalty.
the new way to do loyalty.
visitormember
customer
loyal customers
when we should be *investing* in loyalty.
loyalvisitors
loyalmembers
the new way to do loyalty.
loyal customers
loyal customers
more.
less.
we got this.
we got this.
…channels we know.…tactics we know.
…tools we know.
seed loyalty at every step.
discovery.get found.
inform.differentiate.
discovery.get found.
inform.differentiate.
register.social proof.
stunning design.up front value.
destination.
comparison.features.
value.trust signals.
comparison.features.
value.trust signals.
#humblebrag.reward for discovery.
full brand sale.multi-media experience.personalized marketing.
decision.pricing triggers.
urgency campaigns.fear-based selling.
decision.pricing triggers.
urgency campaigns.fear-based selling.
peer selling.transparency.
alternative win.values campaign.community calls.
personalized messaging.
evaluate.survey.
email follow-up.reviews.
evaluate.survey.
email follow-up.reviews.
facilitate bragging.reward advocacy.
encourage referrals.rich reviews.
“smart” feedback/surveying.personalized thank you.
every campaign you launch should answer:
“what’s in it for the consumer?”
customer centricity just became your true north.
there will be some challenges.
infrastructure.
• Social authorization• Registration • Robust CRM• User ID segmentation• A/B testing• Cohort analysis capabilities• Cross-device tracking• Smart-form profiling• Loyalty program• Community program• Loyalty campaigns• Refer a friend programs
measurement.
• LTV • RFM (snapshot)• Net promoter• Survey
• LTV • RFM (snapshot)• Net promoter• Survey• Registration• Frequency• Conversions• Advocacy• Rewards• Engagement lift• Retention lift
Time to get comfortable with cohorts.
How to measure customer loyalty: http://www.exacttarget.com/blog/how-to-measure-and-increase-customer-loyalty/
The power of a customer cohort: http://bigdoor.com/blog/2014/02/17/the-power-of-a-customer-cohort/
resources.
• Marketing analyst• Designer• Marketing developer• Retention specialist• Loyalty team• Customer innovation team• Customer champion• Content resources
sounds like a lot, huh?
the biggest brands of tomorrow will have begun investing in loyalty today.
Launched today: Marketing Guide to Customer Loyalty
160+ page book on customer loyalty!
WHAT WE COVER:Types of loyalty
Myths around loyaltyOld loyaltyNew loyalty
MeasurementBuilding a culture around loyalty
…and more!
Free to download: http://bit.ly/bdloyalty