@ Solomo Summit Madrid May 2013

1. SOLOMO Loyalty
The P&L of a Heart
@kevinsigliano

2. CitiConference#SocialCustomerEngagment

3. SocialLoyalty-SolomoSummit
To be or not to be

4. SocialLoyalty-SolomoSummit
a loyal customer

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...

6. My favourite supermarket is still not mobile and
its loyalty program is not ecommerce powered.
My favourite insurance still has no clue of my
needs and always sends irrelevant messages.
My new car needs a new motor due to a
misunderstanding of 6.000 km and no smart
customer journey alerts.
may-2013

7. SocialLoyalty-SolomoSummit
yet

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most brands are not loved

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most brands are not recommended

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most brands focus on acquiring new customers

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Most companies use the same rules and media plan
P
Product
P
Price
P
Place
P
Promotion

12. plus

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Number of advertising messages people
are exposed to per day.
Nielsen Media Research Study
3000

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Forrester
In WOM we trust

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76% say a friend recommendation is the
most powerful medium when buying a
product.
MEC MediaLab
CitiConference#SocialCustomerEngagment

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however

17. People love to recommend to
brands

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never forget...new business comes
from referrals
New York Times - research
%

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and

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LIFE TIME VAUE
SocialLoyalty-SolomoSummit
ARPU (average revenue per user)
Avg. Cust. Lifetime, n (This is the inverse of the churn, n=1/[annual churn])
WACC (weighted average cost of capital)
Costs (annual costs to support the user in a given period)
SAC (subscriber acquisition costs, sometimes refereed to as CAC = customer acquisition costs)
pays off

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its time for
#change

22. SocialLoyalty-SolomoSummit
BRAND
Awareness
Engagement
Advocacy
Reputation
SALES
Lead Generation
Shopper Engagement
Conversions
Sales Networks
INNOVATION
Product
Customer experience
Process
SOCIAL ENTERPRISE
Employee engagement
Social architecture
Open operations
Digital transformation
PERSONA
CENTRIC
Strategy
Intelligence
Creativity
Contents
Technology
Paid Media
Open Innovation
Scorecard
Commnunity management
Gamification
METHODS
CUSTOMER
GROWTH
Customer satisfaction
Social CRM
Loyalty
Life Time Value
Engagement & Innovation framework

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#kpis

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Brand advocacy
How to measure: Net Promoter Score (digital)

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Customer satisfaction
How to measure: Customer satisfaction per touchpoint

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Building share of mind, wallet and heart
How to measure: SoV, Conversions rates and sentiment

27. SocialLoyalty-SolomoSummit
solomo
loyalty

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<
ContentsDiscounts
Crowdfunding Gamification
Incentives Customer service
InteractionsAdvantages
Social Loyalty Engagement

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Mobile powered : off & on

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success
#drivers

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To build a relationship,
you need to show that you care
put customer’s interests first and be useful
do’s

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Customer service excellence
Based on Samsung Social Media Presentation

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User Generated Content
Based on Samsung Social Media Presentation
SocialLoyalty-SolomoSummit

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Embrace real-time
Based on Samsung Social Media Presentation

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Gamification
Based on Samsung Social Media Presentation

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Understand community preferences and interests
Based on Samsung Social Media Presentation

37. #best practices

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crowdsourcing CRM

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gamification

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custom audiences

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incentives platform

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frequent social traveler

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What to measure and expect
community engagement conversion
intelligence awareness sentiment
advocacy satisfaction value

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Benefits
Life time value 15%-20% revenues uplift
> 20% in UGC (User-generated content)
+20% in frecuency of purchase
X9 of brand advocacy
LoyaltyPlus

45. A loyal
customer
is your best asset

46. #gracias
@kevinsigliano
www.territoriocreativo.es
kevin.sigliano@territoriocreativo.es