10. Acquisition Your best customers are your current customers Your next best customers are their friends and family Photo credit: http://www.flickr.com/photos/futurowoman/3083058325/ 10
14. Loyalty Program Integration Keep people engaged longer so they stick around Improve data collection/accuracy Create new benefits to differentiate your program 14
16. e.l.f. Beauty Network Goals – Identify brand advocates, deepen relationships with customers, acquire new customers and tie all social activity together How – Invited select customers to a community to receive exclusive deals, access to beauty experts, beauty tips and feedback on products Aggregated content from Twitter, Flickr, blogs and YouTube in one place 16
21. e.l.f. Beauty Network Results 4,500 members with no promotion 56k visits in first3 months 5k unique visits last month (up 75%) 9% of members receive desktop alerts 10% of members are brand new to database Average revenue per member is 270% higher than non-members who have purchased 21
22. Key Learnings Have a purpose It’s important to make people feel welcome Establish measurable goals ahead of time so you will drive towards them Make sure your community doesn’t exist in a silo 22
23. Future ideas Creation of buyers clubs and benefits Example: Invite 10 people to join, everyone gets special gift when ordering together Example: Invite 30 people to join, everyone gets free shipping 23
-Consumers exposed to a brand’s influenced social media and paid-search programs are 2.8 times more likely to search for that brand’s products compared with users who only saw paid search. (comscore/groupM - sept. 09)-More than eight in 10 management, marketing and HR executives responding to the July 2009 survey cited relationship- and brand-building as benefits of social media. Execs also considered social media a good tool for recruitment (69%) and customer service (64%), and 46% thought it enhanced employee morale. (emarketer, sept. 09)