Empowering Your Mobile CRM and Loyalty Strategy

Andy Chang, I-Influence andy@i-influence.com

2008

Visiting website adidas.com.hk

Referring friends to

join and buy

Buying at

stores

Reward points for:

HK VIP program

US $100K

6 months to

launch

Mobile. Card-less.

CRM is entering a new age

Cloud-based

Cheaper Faster Multi-Channel Mobile Social

CMO’s top 4 areas of tech investment

Technology that CMOs Worldwide Plan to Increase Use of in the Next 3-5 Years.

“From Stretched to Strengthened: Insights from the Global CMO Study.” IBM Study, Oct 11, 2011

Social media

82%

Customer analytics

81%

CRM

81%

Mobile

80%

Just getting more fans is not enough

#1 priority: Enhance brand loyalty & advocacy

67% of CMOs. IBM Study

8 Mobile CRM and Loyalty Shifts

1. Less marketing – More branded utility

“Larger ads on Facebook are not

the answer... Marketers should

aim to build relationship over

time using social stories and

apps...small frequent interactions.” - Paul Adams Facebook Global Brand Experience Manager

Author, “Grouped”

Push Pull

2. Fill the pre-purchase data gap

You

got on

our list

Prospect

You

visited our

website

You

made a

purchase

Customer

? Social

Likes, comments, shares,

mentions

Mobile & Local

In-store visits

Location history

3. Identify and engage your influencers

You

made a

purchase

Customers

You

talked

about us

Advocates &

Influencers

Network

Relevance

Activity

Impact

Total spend

Frequency

Recency

Lifetime value calculation:

4. Engage & track across multiple channels

Social

properties

Offline Websites

& Apps

Like

Comment

Share

Check in

Scan

Purchase

Download

Visit

Register

5. Incentivize & reward frequent

interactions

Idle time > potential engagement time

6. Add value to location data provided

Where to get our product?

Enable social discovery

Where to use our product?

Meet other customers like you

7. More interactive offline CRM

Tesco Korea

8. Exchange more data with users

NFC (Near Field Communication)

identity | upload | download

Influencers & advocates

Rewards

Data exchange

Small frequent interactions

Branded utility

Social discovery

Multi-channel tracking

Social data integration

Thank You

Andy Chang

I-Influence

andy@i-influence.com

facebook.com/influencerRM