geoff lewis - "loyalty goes virtual: driving behavior with gamified rewards &...

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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THANK YOU

Geoff LewisCo-Founder & CEOgeoff@topguest.comOffice: 646.415.94021475 Folsom St, San Francisco CA