loyalty rewards program social networking. contents community backgroundpage 3 web development page...
TRANSCRIPT
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Loyalty Rewards Program
Social Networking
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Contents
• Community Background Page 3• Web Development Page 11• Measurement Plan and Metrics Page 20• Content Development Page 24• Communications Plan Page 27• Moderation Page 36• Finished Product Page 38
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Why Launch an Online Community?
• By 2007, 50% of Internet users read at least one blog per week
• Projections show an increase to 67% by 2012
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Online Communities Embraced by Consumers• Consumers turn to online communities, i.e. discussion
forums and blogs, in the purchasing cycle for both products and services
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Company Loyalty MembersCurrent state
Ideal state
Social Networking Encourages a Dialogue With Customers
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Company to
Members
Members to
Company
Members to
Members
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Online Community Benefits
• Build loyalty and satisfaction– Customer retention is 50% higher for forum users than non-forum users*
• Reduce support costs– Costs per transaction in forums is typically less than 15% the cost of live
interactions*
• Gain insights– The view of customer interaction provides a wealth of actionable insight
– Provide program feedback
• Measure engagement– Generate incremental revenue
– Decrease churn
– Increase lifetime value
• Encourage dialogue between company and its loyalty members• Enable open communication
*Lithium Technologies, 2008
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Online Community Goals and Objectives• Online Community Goal– Build program enhancements to improve the member
experience
• Online Community Objective– Develop a robust online community that enables loyalty
rewards members and the company to have a meaningful dialogue with each other
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Online Community Mission
Build an online community of customers who are small business owners and members of the loyalty rewards program by providing a platform where members can be resources for each other, and members receive the absolute most out of their loyalty rewards membership.
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Begin Online Community Launch
• Determine best cross-functional team for each major bucket– Web Development
– Vendor Relationship
– Success Measures
– IT Development
– Content Plan
– Communication Strategy
– Moderation/Customer Service
• Set up team meetings and drill tasks down further• Weekly calls with vendor and IT• Weekly creative/interactive meetings• Measurement, IT and interactive team meetings• Budget meetings set up
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Create and Monitor Overall Schedule
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Website Developmen
t
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Web Development Project Brief and Kick Off
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Wireframes Created and Presented
Marquee
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Immediate Deliverables
• What to call the community?– The Business Line? The Network? The Summit?
– The Talk Shop
• Purchase URL• Write FAQ’s about the Talk Shop• Write all web copy: headlines, body, instructions, and error
messages• Flesh out avatar’s• Profile page development• Determine community emails
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Design Concepting Phase
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Website Marquee Development
• Small business rewards loyalty website marquee
• The Talk Shop website marquee
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Clarify Usability of the Talk Shop
• The Community Profile sets apart the rewards website from all other small business websites and online communities. It fundamentally allows members to connect with each other based on who they are and truly personalizes the Talk Shop. Members will be able to upload their photo and business information so other members can know who they are and what they do. They will also be able to search members by criteria, such as zip code or business size, and send a personal message or question to one another. This will spur individual conversations among members, which will increase engagement in the Rewards program.
• A usability document was drawn up and approved
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Track Page Development with Vendor
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Finalize Community Emails
• Welcome to the Talk Shop• Member follows threads or comments• Moderator deletes post• Moderator can send individual emails when appropriate, for
instance if a members uses a key word• Message to all members
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Measurement Plan and
Metrics
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The Talk Shop Measurement Plan
• Set up meetings with vendor and CMW’s measurement and IT teams– How do we measure?
– What is the standard measurement package that comes with our vendor contract, and does that meet the client’s needs?
– Can we incorporate measurement of the Talk Shop activity within Omniture website reporting?• If so, how do we tag/create web
pages?
– What files need to be transferred between vendor and CMW?
• Kick off and project brief
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The Talk Shop Health Dashboard
• View Activity Metrics– Message Views
– Page Views
– User Sessions
• Participation Activity Metrics– Posts
– New Threads
– Replies
• Growth Activity Metrics– Logins
– Registrations
– Registered User Sessions
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Content Development
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Talk Shop Content Guiding Principles
•Celebrate membersAuthentic
•Educate, share useful information Helpful
•Champion member networking and connection
Business Accelerator
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Content Timelines and Approval Process
• Content is a primary reason for members to return to the Talk Shop
• Consistently fresh, engaging content will give members reason to participate and return to the Talk Shop
• Members will grow, traffic will grow, and refresh speed will also need to grow
Blog: copy review
Poll: approve in batch
Forum: approve topics
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Communications Plan
Pre-Launch7/6-8/13
Post-Launch 8/21-On
Ongoing Content8/21-On
Launch8/13-8/20
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Leverage Existing and New Channels
Existing Channe
ls
•Account Summary Email•Triggered Emails•Service and Sales Centers•Statements•Catalogs•Welcome Kits
New Chann
els
•Email with Talk Shop content•New Triggered Email•PR Placement in Trade Publications•Speaking at Events•Talk Shop Meet up Events
Leverage existing methods of communication that are known to drive action with the website
Drive traffic and buzz with the strengths of the program itself
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Rock Star Email Teaser
Description
• Our most engaged members in the program can be our strongest advocates within the Talk Shop community
Main Idea
• Email our engaged “Rock Star” members with a sneak peak/preview of the Talk Shop prior to official launch to seed the community
Details
• Rock star members were incented with bonus points to participate in the Talk Shop
Call to Action
• Register and post a comment on the Talk Shop to receive 1,000 points
Metrics
• Transmitted: 7/21 & 8/13
• Open rate: 55.36%
• Click through rate: 8.93%
• Registrations/Comments: 10%
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Account Summary Integration
Description
• Members receive regular account summary emails that drive traffic to the website
Main Idea
• Use the August account summary as a single focused message to promote the Talk Shop
Details
• Feature the Talk Shop as an added value of membership in an email they are expecting to receive
Call to Action
• Put the collective wisdom of 180,000 small business experts to work for you
Metrics• Transmitted: 8/19• Open rate: 29.39%• Click through rate: 6.65%
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Catalog Insert
Description
• Members receive a catalog of potential redemption options three times per year
Main Idea
• Include an insert about the Talk Shop in future catalog mailings
Details
• Members are presented with the added value of the Talk Shop and are directed to visit the community
Call to Action
• Simply log on and click on the Talk Shop marquee
Metrics• N/A
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Current Triggered Emails
Description
• Members receive triggered emails based on interaction with the rewards program, for example wish list reminders
Main Idea
• Integrate a module and tab into each email. The module displays information about the Talk Shop
Details
• Initial versions can introduce the Talk Shop. Future versions can feature recent content in the Talk Shop
Call to Action
• Log on to connect with other small businesses and to introduce your business to the community
Metrics• Transmissions ongoing• Average click through rate: 2%
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Sales and Service Centers
Description
• Both inbound and outbound sales agent calls present an opportunity to garner awareness
Main Idea
• Create call scripts about the Talk Shop and its benefits for sales representatives
Details
• Support script change with internal awareness pieces including internal email and sales sheet updates
Call to Action
• Enroll today and visit the Talk Shop to connect with other local businesses
Metrics• N/A
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Registration Promotion
Description
• Incent members to register on the Talk Shop
Main Idea
• Drive members to visit the Talk Shop for the first time and register
Details
• As members fill out registrations, they will be able to begin a dialogue with other members
Call to Action
• Register on the Talk Shop and receive 250 bonus points
Metrics• Promotion dates: 9/24 – 11/30• Number of new registrations: 2,971
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Contests
Description
• Change member behaviors to post regularly on the Talk Shop by introducing a contest
Main Idea• Launch a community contest
Details
• Members participate in a contest to be featured in Talk Shop communications. Earn points for entering, and the members with the best answers on the Talk Shop win a feature on the homepage via video and blog, and be highlighted in email communications
Call to Action
• Tell us about your business and earn points. You can also win the grand prize
Metrics• Participation, number of submissions
• Lift in registrations and comments
• Promotion not launched
Has your business gone green?
I knew I made it when…
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Moderation
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Talk Shop Back-End Moderation
• User Guidelines created and approved by legal parties• Moderation handbook created and approved• Schedule to monitor comments developed• Answers to anticipated questions written• FAQ’s for the Talk Shop drawn up and approved• Key words and bad words created
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Finished Product
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The Talk Shop Home Page
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The Talk Shop Home Page Video
Description
• Video is engaging, provides image of activity and vibrancy to the Talk Shop
Main Idea
• Integrate video updates in the Talk Shop marquee
Details
• Video is produced on a limited basis (four times per year), and existing consumer generated video is used for bulk of executions
• Video interview members to be featured based on interview script
Metrics• Number of video comments• Phase 2: Number of
plays/interactions
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The Talk Shop Forum Comment
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The Talk Shop Profiles
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Targeted Landing Page
0.3
Enroll
0.1
Login
0.2
Forgot Password
0.2.1
Password Sent
0.2.1.1
Enroll Steps
0.1.x
Front Porch
0
Enroll Thank You
0.1.1
Small Biz
10.0
You Must First Login
0.2.2
Member Benefits
8.0
The Talk Shop
7.0
User Guidelines
7.5.1
Blogs
7.1
Forums
7.2
Register Your Profile
7.5
Forum Categories
7.2.1
Your Profile View
7.3
Search Member Profiles
7.6
Blog Article
7.1.1
Blog By Author
7.1.1.1
Edit Profile
7.4
Search Talk Shop
Content
7.9
Rewards site
9.0
Blogs Listed
7.1.1.2
Forum Topics
7.2.2
Forum Topic
Comments
7.2.3
Forum Reply to Topic
Comment
7.2.4
Profile Preferences
7.4.1
Profile Directory
7.6.1
Post a Comment
7.1.2
Create New Topic
7.2.1.1
Questions
7.2.1.7
Edit Attachment
7.2.1.3
View Posted Topic
Comment
7.2.4.1
Edit Posted Topic
7.2.1.4
All Blog Articles in
Full
7.1.1.3
Spell Check
7.1.2.2
Spell Check
7.2.4.2
Poll
7.7
Poll Results
7.7.1
Most Popular
7.8
Most Popular Results
7.8.1Subscribe/
Ignore
7.2.3.1 Preview Page
7.2.4.3
Questions
7.1.2.3
Preview Page
7.1.2.1
Attach Files
7.2.1.2
Preview Page
7.2.1.5
Spell Check
7.2.1.6 Questions
7.2.4.4
Search Member Profile Results
7.6.2
Search Talk Shop Content
Results
7.9.1
The Talk Shop Site Map – 41 New Pages
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The Talk Shop Success Metric
• Key Metric– 5% of member base engages with the online community by
the end of the first 12 months, approximately 9,000 unique visits
• Trending to meet this goal– 5,703 first time visitors on the site in the first four months of
the community