MomentFeed Cinnabon Case Study

Increasing Customer Engagement at the Point of Sale with MomentFeed

Case Study

Cinnabon Engaged MomentFeed to:

1) Register and Optimize all venues on Foursquare and Facebook

2) Monitor customer engagement at the point of sale

3) Measure the impact of location-based marketing efforts

Objective: How could Cinnabon increase long-term customer engagement at the point of sale on Foursquare, Facebook, and Twitter at a minimum cost?

From April to December 2011, MomentFeed worked with Cinnabon to increase customer engagement at the point of sale via Foursquare, Facebook, and Twitter by 671%.

MomentFeed helped Cinnabon...

Check-ins

Check-ins

Tweets

387%

230%

1,600%

April May June July Aug Sept Oct Nov Dec

The Cinnabon account comes online on April 8, 2011.

Tweets Facebook LikesFacebook Check-ins Foursquare Check-ins



The data stabilizes between May and July, demonstrating average monthly growth of 12.5% for Foursquare and 19% for Facebook.



In July, MomentFeed completes PinSync venue optimization for Cinnabon. This increases engagement by 43% on Foursquare, 86% on Facebook, and 100% on Twitter.



Data stabilizes in August and September, resuming previous growth rates at a new, higher plateau of engagement.


Cinnabon launches a charitable check-in campaign with Operation Gratitude on Foursquare in October ($1 donated per check-in), increasing check-ins by 122% and Tweets by 113%.



Overall engagement falls slightly in the month following the campaign but remains considerably higher than in the month prior. Facebook Page Likes increase by 113%. The campaign has created a lasting impact on customer engagement.



Check-ins increase in December, likely due to seasonal purchasing trends, building on the engagement plateau of October’s Foursquare campaign.


Summary of Results

• Engagement plateaus can be increased through venue management and well executed marketing campaigns.

• PinSync reduces friction for customer engagement, and creates higher lasting engagement opportunities.- 43% Increase on Foursquare- 86% Increase on Facebook

• Successful campaigns can positively impact customer engagement both during and beyond their end date.- 102% Increase on Foursquare in

month following campaign over month prior to campaign

Key Monthly StatsFrom May to December

Foursquare Checkins

Facebook Checkins

Geotagged Tweets*

Facebook Place Page Likes**

** Measured from August to December. No prior data existed.* Measured from June to December. No prior data existed.

387%

230%

1,600%

128%

Cinnabon increased location-based social engagement through PinSync from MomentFeed and successful LBS marketing experimentation.

Total LBS Engagement 671%

Recommendations:

• Create a MomentFeed account- Analyze base-line data and growth

• Optimize venues via PinSync- Ensure that location info, including

latitude/longitude and address, is accurate

- Identify and merge duplicate venues• Use campaigns to engage customers and

reward check-ins- Use A/B testing to identify successful

campaign types- Experiment with a variety of specials- Actively promote location-based

marketing campaigns- Encourage sharing to increase reach

The lessons from Cinnabon’s success can be applied to other companies looking to increase social engagement through location-based services.

MomentFeed Cinnabon Case Study

Technology

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