A social brand to be - a loyalty program improvement plan (presentation)

8/14/2019 A social brand to be - a loyalty program improvement plan (presentation)

http://slidepdf.com/reader/full/a-social-brand-to-be-a-loyalty-program-improvement-plan-presentation 1/27

1

YKM: a social brand to be?A LOYALTY PROGRAM IMPROVEMENT PLAN

December 29, 2009

PROPOSED BY GEOFFREY BRUYERE



You know who are your clients…

2

resourceful

30,6% between 18-24 hedonistic

am es

influenced by

researching theirpurchase online

workingteenagers

BUT…

less time onshoppingmore

independent

from families

more planned

loyaltyquestionable

internationatrends seeking for discounts

familiar with new technologies

young adults



What is really important about them today?

3

of consumers declare they trust

70%

recommandations from friends

of consumers declare they trustrecommandations from unknown users

42%

, u …

of consumers declare they trust

what they are told in advertising



The YKM Kart• is only corporate communication

▫ Do you trust advertising?

4

• is one side-communication▫ Can you build loyalty without first building a dialogue with the customers?

• is heavily based on discounts

▫ So you only aim to create a discount program?

• is more or less the same as any other loyalty card

▫ Where is the value-added? Where is the fun? Where is the relationship?



Still, you already made a great step1 You already deployed the core infrastructure of the CRM

5

▫ c ent so tware an peop e▫ Already 1,6 million YKM Kart (+40.000/month = env. +30%/year)

▫ Facebook groups (YKM Kampüs Card: 864 fans, and other pages)

2 You associated the YKM Kart program to special events▫ Discount campaigns but also events like in-store parties

3 You had the idea to use a multi-channel approachto communicate about it

▫ facebook, mails, magazine, in-shop…



What about a second step in this direction?

6

Becoming a

social brand



A few key figures about social marketingof journalists declare they use blogs to find ideas of articles or to

develo their ideas threw concrete exam les

7

75%▫ If you don’t have any blog, the free publicity will be for Beymen…

Source: Brodeur New Media Journalist Survey

600.000 of the daily messages (=tweets) exchanged on twitter talkabout a brand or a firm

▫ And this represents « only » 20% of the 3 millions daily tweets…

1out of

4

Source: Penn State Study

google searches about your brand leads to a content created

by the customer▫ And only 1 out of 5 to a content published by your firm



8

20 times moreThis is how much customers purchase when they are

emotionnaly attached to the brand,

com ared to the avera e customer

Source: Emotionnal Loyalty Index, Ogilvy, quoted by SixApart



A social brand, it’s about relationship

9

1 It makes customers learn and feel useful within the relationship

2 It makes customers proud of the relationship when you

engage them via their values and passions

3 It makes customers enjoy the relationship



10

How can YKM achieve this?

11



Deploy the appropriate toolsto publish the appropriate contents

11

Twitter to tell customers what really matters to you, and hear what really

matters to them

▫ Corporate news, events, exclusive or new products, partnerships

,

fun arround your brand universe… while learning to know you better▫ Style contests, exclusive contents threw facebook apps, discussions

12



12

And then capitalizeon what the relationship has generated

A blog to sum up the key moments of the relationship

▫ Co-creation reviews and slices of life for publicity

YiKiMedia: the turkish wiki for fashion

▫ User enerated content linked to our roducts

A newsletter customized using CRM

▫ Customers tailored content (advice on looks, new releases) andinformation about the next events fostering the relationship

13



13

Now that you got the tools…

14



1 Make customers learn and feel useful

14

Teach…

knowledge, taste for competition, social acceptance, generosity…

▫ Launch weekly competitions: « Kim daha şık görünüyor? »and let the users post their photos online and rate them

▫ Launch a wiki fashion encyclopedia and let your customersfreely share about fashion

and learn!▫ Be closer to your customer’s needs

▫ Learn about trends before they emerge (opinion leaders)

▫ Adapt

15



Case n°1: How to make customers engage in

your network? and stick to it

15

Launch YKM fashion competitions on a new website

1 Users post the pictures of their looks

2 Users rate the pictures each other

3 Then, you reward the weekly winners… with discounts and vouchers,because here is a totally different context: they deserved it!

• Integrate this competition contest into your social network:▫ Publish the best pictures on the blog, on facebook, in your magazine▫ Let your twitter followers tweet and retweet the looks they prefered

▫ Link the looks to products you sell on your on-line store

16



16

rating by users

comments

photo: lookbook.nu

17



17

Moreover, this is the best study of market you will ever find…

because your customers do it for you!

and they do it each week :)

18



2 Make them proud of the relationshipMake a statement—environmentally, culturally, and

—

and passions will stick like glue▫ You already do such actions: Disabled basketball players,

Panda labelled products, Organic clothes, and other

intra-corporate actions such as recycling, etc…

▫ Communicate via social network to capitalize on it!

19



Case n°2: How to generate Social Brand Capital?

and increase sales in the same time

9

▫ A green Treasure Hunt around Istanbul

▫ A family-oriented in-store animation in the YKM retailers of Istanbul, and otherpartners, to educate children about environment…and their parents about organic clothes :)

▫ In each stores, children learn about how cotton, silk, etc… is traditionallymanufactured and receive a green token

▫ If they gather three tokens, they can exchange it against an organic teddybear in the third store

▫ They are told to

visit specific stores threw SMS and facebookwithin a specific time to get the token

20



3 Make them enjoy the relationshipOnce you have engaged with customers into a relationship,you must strengthen this bond day after day

Identify what

is interresting

Add excitingcontent

Reward

participants

Participate

Identify fans

and opinion

leaders

Foster

relationships

21



Case n°3: How to sell more in a critical period

like… NY’s Eve? and reward your loyal customers08h50 I hear on the radio from a journalist that YKM in Cevahir Center is open

tonight until 10pm, and that stars (Kenan İmirzalıoğlu, Cansu Dere, and Hadise) are

going to do their shopping there

10h42 As a YKM Kart member, I receive an SMS:

« YKM Cevahir: Exclusive. Tonight from 6pm to 10pm, do shopping with stars:K.İmirzalıoğlu, C.Dere, and Hadise. »

en, rece ve an :

« Avoid the crowd for NY’s Eve: find what presents your favourite stars have chosenand buy them on our website. Free shipping and on-time delivery guaranted. »

12h33Another

email:

« Be a paparazzi tonight, do your shopping with stars in YKM Cevahir. Kenan İ, CansuD, and Hadise will be there. »

22



14h14 On twitter, I read the new status of Aylin:

Case n°3: How to sell more in a critical period

like… NY’s Eve? and reward your loyal customers

« girls! Kenan İmirzalıoğlu gonna be in Sisli’s YKM tonight, and I still need to find mysister’s present. Let’s do some shopping there!!! »

17h56 I decide to go to Cevahir Center. In the entranceofthemall, acute YKM girl welcomes me with a smile and a flyer to inform me about the event

and Flower by Kenzo for Aylin. I post photos on facebook and update my status« I met Cansu Dere in YKM tonight, but only came home with a scarve ;) »

Thedayafter A few newspapers spontaneously talk about the event,and many people publish news on their blogs

23



Our 3 social brand business casesshare the same concept

+Simple messages that can be echoed threw multiple channels

+’ ,

=An effective social brand

24



To build community, distribute content, and get people actively

involved takes time. Marketing and PR personnel work on short time

frames and focus on individual campaigns with short term objectives,

Social media is not a campaign, and is not short term,

it’s a permanent approach

25



but…

Engaging with customers via their values and passions creates abond far stronger than a “10% percent birthday discount”

The beauty of social media is that your participants add their ownstories and credibility to your company’s image, enhancing

your brand and creating a bond that’s

superglue

26



Social branding in Turkey is still a virgin territory

Be the first to move

A social brand to be…

27



THANK YOU

AND ALL THE BEST FOR YOUR FUTURE

A social brand to be…

Documents

A social brand to be - a loyalty program improvement plan (presentation)