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Loyalty Marketing with Facebook is Easy Loyalty Marketing with Facebook is Easy

Grow Customer Loyalty with Facebook in 7 Easy Steps

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In this guide we aim to take the guesswork and confusion out of Facebook marketing for small businesses.

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Page 1: Grow Customer Loyalty with Facebook in 7 Easy Steps

Loyalty Marketing with Facebook is Easy

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Loyalty Marketing with Facebook is Easy

Page 2: Grow Customer Loyalty with Facebook in 7 Easy Steps

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Retailers with loyalty programs, on average, are 88% more profitable than competitors who do not. DELOITTE RESEARCH SURVEY

Customer loyalty is the single most important driver of growth and profitability. HARVARD BUSINESS REVIEW

It is 6 to 7 times more to acquire a new customer than to retain an existing one. BAIN & COMPANY

Experts agree that loyalty is the most effective and highest return marketing

Page 3: Grow Customer Loyalty with Facebook in 7 Easy Steps

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Loyalty marketing ROI is traditionally driven by increasing visits, spend, and response to promotions

Spend More Per Visit

Visit���More���

Frequently

Participate���in���

Promotions

Net���Revenue���Increase

Reward���Costs

Program���Costs

$

Framework for Calculating Loyalty Return

Visit go.fivestars.com/loyaltyguide to learn more

Page 4: Grow Customer Loyalty with Facebook in 7 Easy Steps

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Facebook can increase loyalty return in a number of ways

•  Facebook fans spend more with you –  Lightweight interactions over time on Facebook drive

long-term influence and loyalty –  Facebook fans on average spend at double the rate

of non-fans

•  Facebook is a great low cost promotional channel –  Sprinkles Cupcakes (www.facebook.com/sprinkles)

built their business on daily “whisper codes” published through FB

•  Facebook adds a new category of loyalty revenue: Word-of-Mouth Revenue –  Fans and friends-of-fans exposed to social

endorsements of your business on FB (likes, comments, shares) increase spend by over 21%

Source: COMSCORE, POWER OF LIKE 2

Page 5: Grow Customer Loyalty with Facebook in 7 Easy Steps

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Step #1: Create a Facebook Page and a personalized URL

Go to https://www.facebook.com/username to get a personalized URL

Go to https://facebook.com/page to create your Page

Page 6: Grow Customer Loyalty with Facebook in 7 Easy Steps

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Step #2: Turn customers into Facebook Fans at point-of-sale

http://fbrep.com//SMB/tent-cards-self-serve.pdf

In-Store Stickers/Signs Freebies for Liking

Train Your Wait Staff

Page 7: Grow Customer Loyalty with Facebook in 7 Easy Steps

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Step #3: Email your customers and invite them to like you on Facebook

Use Facebook’s Tool Send Your Own Customized Email

Page 8: Grow Customer Loyalty with Facebook in 7 Easy Steps

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Step #4: When posting use images to make your posts more influential

•  Images maximize your post’s real estate on desktop and mobile –  Posts with photos take up

1/3 of screen on desktop –  On mobile, it’s 100%

•  Posts with photos increase engagement –  100%+ lift in engagement

•  Can include photos in almost all posts –  Even simple status updates

can be supplemented with a relevant photo to boost reach and influence

Page 9: Grow Customer Loyalty with Facebook in 7 Easy Steps

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Step #5: Try regular whisper codes to increase visit frequency to your store

•  Sprinkles Cupcakes now has over 400K fans on FB –  Primary draw is to get their

regular “whisper” codes

•  Whisper codes drive increased frequency of visits –  “Giving away a cupcake costs

next to nothing, and you can be sure that these little teasers bring lots of people into the stores. And let’s face it, how many people are going to walk into a cupcake bakery and not buy something? Chances are they will buy something even if they happened to win a free cupcake.” (Jeff Cobb, Business Consultant)

Page 10: Grow Customer Loyalty with Facebook in 7 Easy Steps

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Step #6: Consider promoting your posts to get more reach

Promoted Posts Combined with Whisper Codes are Easy to Test and Measurable

•  Test only when you get 1K-2K+ fans –  Need to get to critical

mass to have a measurable number of redemptions

•  Promote special offers –  Then you can count

redemptions

•  If it doesn’t work, no worries, just go back to free

Click on Promote button when you���create a new post

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Step #7: Encourage word-of-mouth by incentivizing check ins

Use Check In Specials

On average, each of your FB fans have hundreds of friends; when they check in to your business they will be spreading the word about you at no cost!

Page 12: Grow Customer Loyalty with Facebook in 7 Easy Steps

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Summary of Facebook for Loyalty

•  Create your FB Page and get a vanity URL

•  Capture fans at the point-of-sale using promotions

•  Email your customer list

• Use memorable and engaging photos in your posts

•  Test whisper codes and other special offers to FB fans

•  Consider promoting your special offer posts and measure the cost per acquisition

•  Incentivize check ins when customers are in your store

Capture Customer Relationships

Influence and Convert

Drive Word-of-Mouth

Page 13: Grow Customer Loyalty with Facebook in 7 Easy Steps

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FiveStars is pioneering loyalty automation that includes social media integration

•  Customer info right on the POS

• Never slow down the line

•  Built in fraud control

Point-of-Sale Relationship Manager

FiveStars Card

Customer Engagement Toolkit

FIVESTARS LOYALTY AUTOMATION PLATFORM We take care of everything

•  Simple technology everyone can use

•  Impossible to lose • Over 700K cardholders

•  Simple segmentation

•  Text or email campaigns

•  Social media integration

Want a free loyalty consultation from FiveStars?���Visit go.fivestars.com/demorequest

Page 14: Grow Customer Loyalty with Facebook in 7 Easy Steps