Date post: | 21-May-2015 |
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Business |
Upload: | fivestars-loyalty |
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Loyalty Marketing with Facebook is Easy
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Loyalty Marketing with Facebook is Easy
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Retailers with loyalty programs, on average, are 88% more profitable than competitors who do not. DELOITTE RESEARCH SURVEY
Customer loyalty is the single most important driver of growth and profitability. HARVARD BUSINESS REVIEW
It is 6 to 7 times more to acquire a new customer than to retain an existing one. BAIN & COMPANY
Experts agree that loyalty is the most effective and highest return marketing
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Loyalty marketing ROI is traditionally driven by increasing visits, spend, and response to promotions
Spend More Per Visit
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Participate���in���
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Reward���Costs
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Framework for Calculating Loyalty Return
Visit go.fivestars.com/loyaltyguide to learn more
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Facebook can increase loyalty return in a number of ways
• Facebook fans spend more with you – Lightweight interactions over time on Facebook drive
long-term influence and loyalty – Facebook fans on average spend at double the rate
of non-fans
• Facebook is a great low cost promotional channel – Sprinkles Cupcakes (www.facebook.com/sprinkles)
built their business on daily “whisper codes” published through FB
• Facebook adds a new category of loyalty revenue: Word-of-Mouth Revenue – Fans and friends-of-fans exposed to social
endorsements of your business on FB (likes, comments, shares) increase spend by over 21%
Source: COMSCORE, POWER OF LIKE 2
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Step #1: Create a Facebook Page and a personalized URL
Go to https://www.facebook.com/username to get a personalized URL
Go to https://facebook.com/page to create your Page
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Step #2: Turn customers into Facebook Fans at point-of-sale
http://fbrep.com//SMB/tent-cards-self-serve.pdf
In-Store Stickers/Signs Freebies for Liking
Train Your Wait Staff
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Step #3: Email your customers and invite them to like you on Facebook
Use Facebook’s Tool Send Your Own Customized Email
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Step #4: When posting use images to make your posts more influential
• Images maximize your post’s real estate on desktop and mobile – Posts with photos take up
1/3 of screen on desktop – On mobile, it’s 100%
• Posts with photos increase engagement – 100%+ lift in engagement
• Can include photos in almost all posts – Even simple status updates
can be supplemented with a relevant photo to boost reach and influence
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Step #5: Try regular whisper codes to increase visit frequency to your store
• Sprinkles Cupcakes now has over 400K fans on FB – Primary draw is to get their
regular “whisper” codes
• Whisper codes drive increased frequency of visits – “Giving away a cupcake costs
next to nothing, and you can be sure that these little teasers bring lots of people into the stores. And let’s face it, how many people are going to walk into a cupcake bakery and not buy something? Chances are they will buy something even if they happened to win a free cupcake.” (Jeff Cobb, Business Consultant)
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Step #6: Consider promoting your posts to get more reach
Promoted Posts Combined with Whisper Codes are Easy to Test and Measurable
• Test only when you get 1K-2K+ fans – Need to get to critical
mass to have a measurable number of redemptions
• Promote special offers – Then you can count
redemptions
• If it doesn’t work, no worries, just go back to free
Click on Promote button when you���create a new post
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Step #7: Encourage word-of-mouth by incentivizing check ins
Use Check In Specials
On average, each of your FB fans have hundreds of friends; when they check in to your business they will be spreading the word about you at no cost!
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Summary of Facebook for Loyalty
• Create your FB Page and get a vanity URL
• Capture fans at the point-of-sale using promotions
• Email your customer list
• Use memorable and engaging photos in your posts
• Test whisper codes and other special offers to FB fans
• Consider promoting your special offer posts and measure the cost per acquisition
• Incentivize check ins when customers are in your store
Capture Customer Relationships
Influence and Convert
Drive Word-of-Mouth
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FiveStars is pioneering loyalty automation that includes social media integration
• Customer info right on the POS
• Never slow down the line
• Built in fraud control
Point-of-Sale Relationship Manager
FiveStars Card
Customer Engagement Toolkit
FIVESTARS LOYALTY AUTOMATION PLATFORM We take care of everything
• Simple technology everyone can use
• Impossible to lose • Over 700K cardholders
• Simple segmentation
• Text or email campaigns
• Social media integration
Want a free loyalty consultation from FiveStars?���Visit go.fivestars.com/demorequest