BUILDING ANENGAGEMENT
PROGRAM
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LASSIE
embodiment of loyalty as a traditional american value
SEMIOTICS OF LOYALTY
Loyalty is what we call it when someone refuses a momentarily better option
SETH GODIN
LOYALTY GETS REWARDED
(eventually)
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1981
1. TRANSACT
GET POINTS
PUSH MARKETING
TRANSACT
GET STATUS
GET POINTS
1999
THE END OF LOYALTY AS A DOMINANT CULTURAL MEME
-6.89%
WILL I REALLY BE REWARDED IN THE END?
(ok fine, late 1998)
‘A BETTER OPTION’IS NOW A CLICK AWAYIN REALTIME
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FFWD TO TODAY >>
48 $B
BREAKAGE
OPEN RATES
"I know what I like, but most of the time I am open
to trying any brand."
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EVERY LOYALTY PROGRAM IS DIFFERENT IN EXACTLY THE SAME WAY...
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FROM LOYALTY PROGRAM...
TRANSACTIONS
TO...
ENGAGEMENT PROGRAM
ENGAGEMENT!
ESTABLISHED LOYALTY PROGRAMS ARE MORPHING INTO
ENGAGEMENTPROGRAMS
TOPGUEST REACH = 260 MILLION MEMBERS
THE ENABLING TECHNOLOGY
APIS DELIVER DYNAMIC DATA
Loyalty Database /
CRM System
1. SOCIAL ACTIONS
2. SOCIAL DATA
3. TRANSACTIONS
ENGAGEMENT PROGRAMS
1. ASK PERMISSION:
~80% of members have given Topguest access to advanced permissions
Mechanic:
POINTS
2. MONITOR SOCIAL ACTIONS
FIERO!
3. RESPOND (RELEVANCE)
Mechanics:
STATUSACCESSPOWERSTUFF
4. HARNESS SOCIAL DATA TO PERSONALIZE & GAMIFY LOYALTY MARKETING
TOPGUEST DASHBOARD
MOST INFLUENTIAL MEMBERSMember no Name Friends
1 222203857 Chris Guokas 2,121
2 911402055 Larry Lee 2,012
3 205073382 Robert Christiansen 2,004
4 943142996 Kelvin N Nichols 1,979
5 444175807 John H. Wilharm III 1,960
6 707853239 Brian Wynn 1,947
7 871657493 Jon Crossno 1,934
8 913876908 Sandra Marks-Webster 1,916
9 864851412 Brandon VanGundy 1,907
10 236406296 Mark Tuffy 1,882
SOCIALACTIONRESPONSE
PERSONALREWARD
THE FUTURE
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