How To Mobilize Your Loyalty Program

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Foursquare’s launch in 2009 set the stage for the mobilization of loyalty programs. While punch cards and scan cards still reign in use, digital loyalty programs are popping up in a number of industries. In this presentation, attendees will learn about mobile apps that can help mobilize their businesses’ loyalty programs. This presentation was given in May 2012 at the Mobile Marketing Strategies Summit in San Francisco: http://mobilemarketingstrategiessummit.com/san-francisco2012/agenda.html.

Negócios Tecnologia

The future of mobile
“ is the future of
everything.
Matt Galligan
serial entrepreneur

Mobile cuts down on clutter

The number of loyalty
memberships in the U.S. exceeds
2 billion. The average U.S.
household has enrolled in more
than 18 programs, but they are
active in only 8.4.
(According to an April 2011 COLLOQUY CensusTalk white paper)

Mobile drives action

The global redemption rate of
mobile coupons will average at
over 8% by 2016; an eightfold
increase over the best paper
coupons campaigns.
(According to a January 2012 Juniper Research report)

Mobile helps businesses meet goals

An effective mobile loyalty
program inﬂuences purchase
behavior and affects the bottom
line.
Who agrees?

Mobile empowers brands
to be where their customers are
and offer relevant deals when users want them.

6 Steps to Going Mobile
1) Consider your business goals
‣ What are your business goals?
‣ How do you get the users to fulﬁll those business goals?

6 Steps to Going Mobile
1) Consider your business goals
‣ What are your business goals?
‣ How do you get the users to fulﬁll those business goals?

2) Identify your users and their motivations
‣ Who are your users? What are their needs and goals?
‣ Why is your loyalty program appealing to them?

Mobile loyalty apps are everywhere

July 2011 January 2012 April 2012
Google Constant Contact Facebook
acquires acquires acquires
Punchd CardStar TagTile

5 Types of Existing Mobile Loyalty Apps

1) Loyalty card aggregators

2) Location-based apps

3) Mobile payment apps

4) Discount and deal apps

5) Digital punchcards

1. Loyalty card aggregators

‣ Key Ring, CardStar, Loyalty
One

‣ Enable customers to scan in
or manually input cards

‣ Consumers can sign up for
participating programs from
the app

2. Location-based apps

‣ Foursquare, SCVNGR,
Shopkick, Belly

‣ Enable customers to
checkin or scan in to earn
rewards

‣ Rewards are set by the
merchant, users checkin or
scan in to earn them

‣ With Belly, no app needed

Amex Ups Its Game with Foursquare

‣ Amex users automatically save at participating
shops when they sync their cards with Foursquare

3. Discount and deal apps

‣ Groupon Rewards
‣ Enables users to unlock
deals by making purchases at
a given merchant using the
credit card linked to their
Groupon account

‣ Merchants set rewards
based on spending caps

4. Mobile payment apps

‣ Square, Google Wallet, LevelUp, Paycloud
‣ Eliminate the need for credit cards or cash
‣ Digital receipts, analytics, loyalty tracking
‣ Square Register
‣ Receipt printer
‣ Cash drawer

Money: out of sight, out of mind

‣ Average purchase
amounts for LevelUp
members are 7-10%
higher than those for
credit cards.

5. Digital punchcards

‣ Perka, Punchd
‣ Users collect stamps
redeemable for rewards
without the paper loss

‣ Merchants can set up
more than one offer with
Perka

Nothing out there that suits your fancy?

Build your own app.

Tabbedout, QOGGO and Bottle Rocket Apps
have all built custom mobile loyalty program apps.

Or ﬁnd an app development agency with the
TheyMakeApps.com directory.

6 Steps to Going Mobile

1) Consider your business goals

2) Identify your users and their motivations

3) Outline desired outcomes

4) Choose a platform

5) Build it

6.) Distribute

Happy adventures!

Erica Swallow
ericaswallow.com
@ericaswallow

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Erica Swallow

This presentation was part of a webinar I gave as part of Mediabistro’s Social Media 101 interactive workshop on how to get started with social media. The session, entitled "How To Use LinkedIn to Build Your Network," went over the basic of using the the platform for building a professional and personal network. Full session details: LinkedIn is the major social media platform used for professional networking, job search, and lead generation. Find out how to create a LinkedIn page that is rich with keywords and will serve your business and professional goals. Check out the Social Media 101 agenda here: http://www.mediabistro.com/socialmedia101/program.asp

How To Use LinkedIn to Build Your Network

Erica Swallow

Launched by Google in 2011, Google+ is the latest social networking tool on the block. Businesses of all types, but especially those in the consumer goods market, are giving the platform a try. In this presentation, attendees will discover the pros and cons of using Google+ from a business point of view, while also learning about how other brands are using the platform. This presentation was giving at the Social Media Strategies Conference in Chicago in April 2012.

How Brands are Using Google+

Erica Swallow

Trust and the Sharing Economy

Erica Swallow

How To Get Press for Your Skillshare Class

Erica Swallow

Learn how to pitch your little startup heart out and actually get somewhere with the media peeps! Join tech journalist Erica Swallow for an overview of how to interact with tech media as a startup. You'll learn the basics of PR for startups, including how to engage and build relationships with the media, how to craft a press release, top tips for writing an awesome email pitch, what "exclusive" and "embargo" mean, which assets are useful for journalists and what not to do. This class will also include a number of case studies from recent pitches that Erica has received. She will show you a behind-the-scenes look at how she was pitched and where each pitch led. Of course, questions are welcome, so bring your queries and a notebook for taking down your top learnings! Learn more about Erica's class on Skillshare: http://www.skillshare.com/PR-for-Startups/2036846353

How to Rock at Startup PR

Erica Swallow

Erica Swallow's Infographic Resume

Erica Swallow

Blogs 101: Organization and Revenue Streams

Erica Swallow

The Value of a Brand Name by Aswath Damodaran

Erica Swallow

As social platforms advance and users adopt new networking and sharing habits based on evolving needs and desires, brands continue to push the envelope in introducing interactive social campaigns using these ever-evolving technologies. Some of the most innovative brands have already begun to experiment with lesser known social platforms to cater to targeted audiences and test the grounds with new types of advertising models. Many of these campaigns are pure trial-and-error efforts to see what works and what doesn’t works, and there certainly aren’t any one-size-fits-all solutions out there. At the Social Marketers Summit in Prague, I recently spoke on 10 of the most intriguing, but lesser known, location-based, Q&A, press and microblogging social platforms out there and how more businesses can start using them.

10 Lesser Known Social Platforms and How Businesses Can Use Them

Erica Swallow

StatusNet Motorola Case Study

Erica Swallow

Mais de Erica Swallow (20)

Mindshare: Building Thought Leadership & Community

Startup PR: Getting Press on a Tight Budget

Erica Swallow's Resume

High School Career Development Programs

weCliq: Defining Key Issues in Group Socialization and Choosing a Primary Market

The Candidate: Getting User Feedback on a New Platform for Civic Engagement

Startup Email Pitching 101

Pitch MVP 101

Social Networks for Entrepreneurs

How American Companies are Reaching Tech Savvy Hispanic Communities

How To Use LinkedIn to Build Your Network

How Brands are Using Google+

Trust and the Sharing Economy

How To Get Press for Your Skillshare Class

How to Rock at Startup PR

Erica Swallow's Infographic Resume

Blogs 101: Organization and Revenue Streams

The Value of a Brand Name by Aswath Damodaran

10 Lesser Known Social Platforms and How Businesses Can Use Them

StatusNet Motorola Case Study

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How To Mobilize Your Loyalty Program

1. How To Mobilize Your Loyalty Program By Erica Swallow Tech Journalist & Director of Community, Contently

2. The future of mobile “ is the future of everything. Matt Galligan serial entrepreneur

3. Mobile cuts down on clutter The number of loyalty memberships in the U.S. exceeds 2 billion. The average U.S. household has enrolled in more than 18 programs, but they are active in only 8.4. (According to an April 2011 COLLOQUY CensusTalk white paper)

4. Mobile drives action The global redemption rate of mobile coupons will average at over 8% by 2016; an eightfold increase over the best paper coupons campaigns. (According to a January 2012 Juniper Research report)

5. Mobile helps businesses meet goals An effective mobile loyalty program inﬂuences purchase behavior and affects the bottom line. Who agrees?

6. Mobile empowers brands to be where their customers are and offer relevant deals when users want them.

7. 6 Steps to Going Mobile

8. 6 Steps to Going Mobile 1) Consider your business goals ‣ What are your business goals? ‣ How do you get the users to fulﬁll those business goals?

9. 6 Steps to Going Mobile 1) Consider your business goals ‣ What are your business goals? ‣ How do you get the users to fulﬁll those business goals? 2) Identify your users and their motivations ‣ Who are your users? What are their needs and goals? ‣ Why is your loyalty program appealing to them?

10. 6 Steps to Going Mobile 1) Consider your business goals ‣ What are your business goals? ‣ How do you get the users to fulﬁll those business goals? 2) Identify your users and their motivations ‣ Who are your users? What are their needs and goals? ‣ Why is your loyalty program appealing to them? 3) Outline desired outcomes ‣ What actions do you want users to take? ‣ What rewards will you offer to inspire participation?

11. 6 Steps to Going Mobile 1) Consider your business goals ‣ What are your business goals? ‣ How do you get the users to fulﬁll those business goals? 2) Identify your users and their motivations ‣ Who are your users? What are their needs and goals? ‣ Why is your loyalty program appealing to them? 3) Outline desired outcomes ‣ What actions do you want users to take? ‣ What rewards will you offer to inspire participation? 4) Choose a platform ‣ Is there an existing mobile app that meets your needs? ‣ Should you build your own app?

12. 6 Steps to Going Mobile 1) Consider your business goals ‣ What are your business goals? ‣ How do you get the users to fulﬁll those business goals? 2) Identify your users and their motivations ‣ Who are your users? What are their needs and goals? ‣ Why is your loyalty program appealing to them? 3) Outline desired outcomes ‣ What actions do you want users to take? ‣ What rewards will you offer to inspire participation? 4) Choose a platform ‣ Is there an existing mobile app that meets your needs? ‣ Should you build your own app? 5) Build it ‣ Do you have the team in place to build the app?

13. 6 Steps to Going Mobile 1) Consider your business goals ‣ What are your business goals? ‣ How do you get the users to fulﬁll those business goals? 2) Identify your users and their motivations ‣ Who are your users? What are their needs and goals? ‣ Why is your loyalty program appealing to them? 3) Outline desired outcomes ‣ What actions do you want users to take? ‣ What rewards will you offer to inspire participation? 4) Choose a platform ‣ Is there an existing mobile app that meets your needs? ‣ Should you build your own app? 5) Build it ‣ Do you have the team in place to build the app? 6) Distribute ‣ How will you market your mobile loyalty program to consumers?

14. 6 Steps to Going Mobile 1) Consider your business goals ‣ What are your business goals? ‣ How do you get the users to fulﬁll those business goals? 2) Identify your users and their motivations ‣ Who are your users? What are their needs and goals? ‣ Why is your loyalty program appealing to them? 3) Outline desired outcomes ‣ What actions do you want users to take? ‣ What rewards will you offer to inspire participation? 4) Choose a platform ‣ Is there an existing mobile app that meets your needs? ‣ Should you build your own app? 5) Build it ‣ Do you have the team in place to build the app? 6) Distribute ‣ How will you market your mobile loyalty program to consumers?

15. Mobile loyalty apps are everywhere July 2011 January 2012 April 2012 Google Constant Contact Facebook acquires acquires acquires Punchd CardStar TagTile

16. Mobile loyalty apps are everywhere July 2011 January 2012 April 2012 Google Constant Contact Facebook acquires acquires acquires Punchd CardStar TagTile

17. 5 Types of Existing Mobile Loyalty Apps 1) Loyalty card aggregators 2) Location-based apps 3) Mobile payment apps 4) Discount and deal apps 5) Digital punchcards

18. 1. Loyalty card aggregators ‣ Key Ring, CardStar, Loyalty One ‣ Enable customers to scan in or manually input cards ‣ Consumers can sign up for participating programs from the app

19. 2. Location-based apps ‣ Foursquare, SCVNGR, Shopkick, Belly ‣ Enable customers to checkin or scan in to earn rewards ‣ Rewards are set by the merchant, users checkin or scan in to earn them ‣ With Belly, no app needed

20. Amex Ups Its Game with Foursquare ‣ Amex users automatically save at participating shops when they sync their cards with Foursquare

21. 3. Discount and deal apps ‣ Groupon Rewards ‣ Enables users to unlock deals by making purchases at a given merchant using the credit card linked to their Groupon account ‣ Merchants set rewards based on spending caps

22. 4. Mobile payment apps ‣ Square, Google Wallet, LevelUp, Paycloud ‣ Eliminate the need for credit cards or cash ‣ Digital receipts, analytics, loyalty tracking ‣ Square Register ‣ Receipt printer ‣ Cash drawer

23. Money: out of sight, out of mind ‣ Average purchase amounts for LevelUp members are 7-10% higher than those for credit cards.

24. 5. Digital punchcards ‣ Perka, Punchd ‣ Users collect stamps redeemable for rewards without the paper loss ‣ Merchants can set up more than one offer with Perka

25. 5 Types of Existing Mobile Loyalty Apps 1) Loyalty card aggregators 2) Location-based apps 3) Mobile payment apps 4) Discount and deal apps 5) Digital punchcards

26. Nothing out there that suits your fancy? Build your own app. Tabbedout, QOGGO and Bottle Rocket Apps have all built custom mobile loyalty program apps. Or ﬁnd an app development agency with the TheyMakeApps.com directory.

27. 6 Steps to Going Mobile 1) Consider your business goals 2) Identify your users and their motivations 3) Outline desired outcomes 4) Choose a platform 5) Build it 6.) Distribute

28. Happy adventures! Erica Swallow ericaswallow.com @ericaswallow

How To Mobilize Your Loyalty Program

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