geoff lewis - "loyalty goes virtual: driving behavior with gamified rewards &...
DESCRIPTION
Location-Based Networks like Foursquare, MyTown and Facebook Places are transforming how consumers engage with retail, brands, travel and each other. At the leading edge, these apps are reinventing loyalty programs, bringing rewards to small merchants and connecting existing programs to the virtual world. Can we cut through the hype and understand how check-ins and location-aware networks will affect brands? What are the most innovative players doing today, and what does the future hold for this approach? How can you leverage the power of gamification and location to create unprecedented engagement? Hear the inside scoop and vision from Geoff Lewis, founder and CEO of TopGuest, the visionary connecting traditional loyalty programs with location-based consumer behavior.TRANSCRIPT
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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