#MozCon

Joanna Lord

Let's Play for Keeps: Building Customer Loyalty

CMO, BigDoor

#MozCon

What is Brand Loyalty?

@joannalord

#MozCon

What is Brand Loyalty?

@joannalord

“Loyalty is when brands create an intimate emotional connection that you simply can’t do without. Ever”.

- Kevin Roberts, Saatchi & Saatchi

#MozCon

Oh yeah brand loyalty also =

more revenue.

"80% of your company's future revenue will come from just 20% of your existing

customers."

- Gartner study, 2012@joannalord

#MozCon

but there is a problem.

@joannalord

#MozCon

loyalty is built 1 : 1.

@joannalord

#MozCon

and we don’t live there anymore.

#MozCon

Fact:

Markets are more fragmented

than ever.

#MozCon

CUSTOMERBRAND

#MozCon

CUSTOMERBRAND

#MozCon

CUSTOMERBRAND

#MozCon

But that’s not even the big problem.

@joannalord

#MozCon

Our companies won’t survive without it.

#scarytruth #biggestopportunity

#MozCon

THE EVOLUTION OF A SALE

YOU HAD WHAT THEY NEEDED

#MozCon

THE EVOLUTION OF A SALE

YOU HAD WHAT THEY NEEDED

YOU HAD A DIFFERENTIATOR

#MozCon

THE EVOLUTION OF A SALE

YOU HAD WHAT THEY NEEDED

YOU HAD A DIFFERENTIATOR

YOU’VE BUILT LOYALTY

#MozCon

So what can we do?

#MozCon

Make it our damn business.

#MozCon

6 Steps to Building LoyaltyWHAT TO

KNOW

Brand Storytelling

Connect w/customers

Anticipate needs/add

value Deliver on promises

Be consistent

Make it personal

12

34

56

#MozCon

There are 4 Types of Customer Loyalty

No Loyalty Customers that never/rarely develop loyalty to products or brands

Inertia Loyalty Low level of brand attachment, buys out of habit/convenience

Latent Loyalty High brand attachment, but buys less often, more attitude based decisions

Premium Loyalty

High brand attachment, and high repeat purchase pattern. Pride in purchasing.

WHAT TO KNOW

#MozCon

TELL YOUR BRAND STORY

1

#MozCon

showcase your brand’s cause

Watch video: http://bit.ly/1618UDg

#MozCon

spotlight your unique brand personality

https://www.facebook.com/wistia

#MozCon

Connect with Customers in New Ways

2

#MozCon

Ask questions & get feedback

Cupcake Royale: https://www.facebook.com/CupcakeRoyale

#MozCon

Be transparent with your customers like never before.

Behind the Scenes: http://bit.ly/NMCbs5

#MozCon

Take the online relationship offline.

#MozCon

Anticipate Needs & Add Value Before They Ask

3

#MozCon

Explore new product ideas, new content areas, etc.

Julep on Pinterest: http://pinterest.com/julepmaven/

#MozCon

Explore new product ideas, new content areas, etc.

Julep on Pinterest: http://pinterest.com/julepmaven/

#MozCon

Curate what they love.

@joannalordGlamour g+ : http://bit.ly/12S9yx0

#MozCon

Deliver on PROMISES

4

#MozCon

DO WHAT YOU SAID YOU WERE GOING TO DO

Lowe’s Vine Examples: http://read.bi/ZsskIU

#MozCon

Be there during good and bad.

@joannalord Why your brand is worth nothing without delivery : http://onforb.es/V29J98

#MozCon

BE CONSISTENT

5

#MozCon

Stay front of mind, frequent touch points.

Standard on Tumblr: http://standardhotels.tumblr.com/

#MozCon

Multi-device, integrated experiences work best.

History Channel: https://foursquare.com/historychannel

#MozCon

MAKE IT PERSONAL

6

#MozCon

Showcase your customers, support them.

DD on FB: http://on.fb.me/114PowR

#MozCon

Hand over the keys to your prime real estate.

http://www.betabrand.com/modelcitizen

#MozCon

The customer is loyal to a brand

or product

The brand is loyal to the customer

Today is all about:

“Reciprocal Loyalty”

#MozCon

That’s a lot of stuff.

#MozCon

That’s a lot of stuff.

…but you get more than just brand loyalty.

#MozCon

mirror on company mission

#MozCon

teams stay invested in the customer &

each other

@joannalord

#MozCon

Encourage common KPIs across teams

Starter KPIS:

• Lifetime Value (LTV)• % of Customer Retention• % of Customer Attrition• V vs. IV Churn Ratios• Net Promoter Score• RFM Cohorts• % in Loyalty Program• # of Registered Users• Latency of Visit

#MozCon

Lets wrap this party up

#MozCon

As a marketer do you have a

customer loyalty strategy?

#MozCon

…because you are going to

need one.

#MozCon

It’s the most significant shift in the ecosystem that we as marketers have ever seen.

#MozCon

"This is the first time in history that word of mouth has become a digitally-archived medium." - Brett Hurt, Founder & CEO, BazaarVoice

It’s the most significant shift in the ecosystem that we as marketers have ever seen.

#MozCon

But really…shake it up.Be transparent. Get personal with the people that

are keeping you in business.

@joannalord

#MozCon

Isn’t that what we should have been

doing all along anyway?

#MozCon

@joannalord

joanna@bigdoor.com