A Social MediaRemote Control For LoyaltyBrands use Chirpify to turn conversations into conversions,to drive deep engagement, valuable data, and spend.

LOYALTY HAS CHANGED

“97% of loyalty programs reward participants for ‘spend and get’.

Yet, 84% of consumers say they would spend more with companies that reward activities other than spending.”

– Loyalty 360

“Today’s consumers recognize there is greater value in their time, attention, and their social media footprint, and expect to be rewarded accordingly for that.”

– Thom Kozik, Vice President of Loyalty, Marriott

VALUE FOR BRANDS

Modernize “spend and get” based loyalty programs to enable

omni-channel engagement and participation – increasing organic

earned media, customer acquisition, data, and spend.

EARNED MEDIA + ENGAGEMENT

Drive deep engagement with 1:1 social communication at scaleBillions of organic impressions from members sharing brand moments

CUSTOMER ACQUISITION

Earned media will drive new members and reactivate old who see friends earning in social

DATA

Acquire and tie Social Identity to customer records for segmentation and better targeting

SPEND

Socially connected members are more active members that participate and spend moreSHARE

IT PAYS TO BE SOCIAL!Connect an account below to

start earning for being social!

COMPONENTS OF A SUCCESSFUL PROGRAM

LISTEN TO CONVERSATIONS• Triggers: Hashtags, Photos, Links, Sharing• Conversations: Chat bot and DM conversations• Topics: Keywords and topics• Surprise & Delight: Brand advocacy

APPLY RULES• Geo-fencing: Confine participation to a store, city, state level• Frequency: How often, or infrequent, members can participate• Influence: Limit participation to certain tiers or influence• Moderation: Review and approve or automate conversion

AUTOMATE 1:1 MESSAGING AT SCALE• Members: Instantly receive email with reward or content• Non-Members: Instantly receive a social or chat bot response• Language: Respond to users in their native language• Smart: Responses varied based on user & campaign criteria

CONVERT EXISTING AND NEW MEMBERS• Members: Instantly convert in-stream• Non-Members: Receive link to mobile registration• Social Login: Collect social data during registration• White Label: Registration and responses are white labeled

MEASURE AND ACQUIRE VALUABLE DATA• Social: Tie Social ID to existing member data• Campaigns: Impressions, reach, conversion and engagement• Data: Export data in real-time or download via CSV

INTEGRATE WITH EXISTING SYSTEMS• CRM: Push member data into existing CRM• Points: Debit and credit points inside existing engines• Email: Automate emails from your own domain

Listen and respond to conversations, automate engagement, conversion, and data

EXAMPLE USER EXPERIENCE

MEMBERSOnce a member connects

their social account, they have

a social media remote control

for marketing conversion.

CALLS-TO-ACTION

• TV

• Web

• Social

• Print

Post a photo using #BrandCampaign to win

Check-in at @BrandStoreto get a reward

Tweet #BrandTagfor 10% off

• App

• Store

• Events

• Email

HOW BRANDS THINK ABOUT STRATEGY & MEASURE ROI

Socially connected members are more active – more active members spend more

Strategy…

1. Create socially connected membersLeverage existing channels to incentivize existing loyalty members to connect social accounts

2. Leverage connected members Tie into existing campaigns and initiatives to give members a “reason to engage” with the brand and program. Reward them for that engagement

3. Grow overall active membershipCreate new and re-activate existing members who will participate in the program

Year 1 ROI…

More engaged membersMembers with additional ways to earn will become more “active” in the program and will spend more frequently.

Increase in earned media impressionsActive members will promote the program, creating valuable exposure leading to spend

Increase Active MembersEarned media drives new active members

NEW ACTIVE MEMBERS x AVERAGE SPEND2MM total members x 5% increase in activity equals 100,000 new active members x $45 avg spend

20%Of active members

will have connected a social account

5%Increase in total active members

1B+ Earned media

impressions

$4.5MMIncrease in spend

COLUMBIA SPORTSWEAR'S SOCIAL LOYALTY STRATEGY

Columbia uses Chirpify to extend Greater Rewards, enabling their

members to earn Greater Rewards Points for sharing brand

content, products, and promotions.

Columbia’s Social Focus:

• Acquire socially connected members out of existing base• Engage & Reward• Expand reach and acquisitions by:

• Creating brand advocates • Empowering connected members to spread brand content

SOCIALIZING EXISTING MEMBERS, AND ACQUIRING NEW

IN PRACTICE

• Develop engaging creative• Large-scale announcement• Reward up front for registration• Consistent stream of connection

• At least two calls-to-action per month• Varied subjects and topics

• Products• Promotions• Store Events• Cause Marketing

• Varied Rewards• Points denominations• Surprise & Delight – Reply Rewards

HOW SOCIAL LOYALTY FITS INTO COLUMBIA BRAND CAMPAIGNS

EARTH DAY UP NEXT:DISNEY SPRINGS – ORLANDO STORE OPENING EVENT JULY 13th

NATIONAL TRAILS DAY

TRIPLE POINTS

KEY LEARNINGS & CHALLENGES

• Plan continuous engagement• Map out clear social strategy• Plan communication to followers/fans• Align with Social team & strategy

• What are your goals?• Authenticity of engagement vs. quantity &

reach• Combine surprise & delight with automation

QUESTIONS

THANKS FORFOLLOWING US