Smart Social: I don't want the iPhone 5 (and other loyalty lessons)
- I am a member of six airline customer loyalty programs, but I would only recommend one to my friends (appreciate the great service, Jet Blue).
- I have at least 14 frequent buyer cards shoved in my wallet, but I only visit one establishment enough to make it worth it (Nom Nom, Monkey's Nest).
- I've "liked" 243 brands on Facebook, but I only engage with a few of them (I regularly share posts from ACL Live since I love music).
My point - building and recognizing true loyalty is hard. Sometimes social media managers assume that by giving away the latest tech toy or, let's be honest, Apple product, they will build loyalty. However, in order to be successful, it's necessary to build meaningful relationships with your loyal influencers.
To help accomplish this goal, Jive Software launched the Office Hero campaign. We utilized Spredfast technology and services support to move away from being just another mass marketer on social to delighting our customers, employees, partners and fans.
Here are our top 4 lessons learned:
1. Activate. You have to make it easy for people to share your content in a meaningful way. Much like right-rail ads, people have become accustomed to (ie. gloss over) social sharing buttons on websites. However, when you build a meaningful or unique experience, they will want to share that with their network. For our campaign, the Spredfast services team created a Facebook application for us that asked, "What Type of Office Hero Are You?" After answering a few simple questions, users got an avatar that they could share with their social networks. This app gave our customers and prospects an exciting experience, and helped increase awareness of Jive.
2. Recognize. Customers aren't always looking for a t-shirt or gift card. They are actually trying to build a better connection with you. We regularly spotlight Real Office Heroes - a.k.a. customers who are pioneering social business at their organization. When we spotlight a user, we have a variety of activities: a brief three-question blog post, status updates on social channels, cover photo on corporate Facebook page, etc. Here is an example of a blog series in action: Real Office Hero Spotlight: Tracy Maurer, UBM
3. Amplify. Once you've gotten people talking about your brand, it's time to amplify their voices. As seen by the examples below, we've taken customer-generated social content and turned it into conversations starters on other platforms. For example, we recently sent Jive-branded boxing gloves to several customers. Enthusiastically, people shared tweets and pictures of their gloves. We then used that user-generated content on our website and official social channels to help drive registration of our annual user conference.
4. Look Inside. You don't have to look far to find advocates. At Jive, we've done a series of employee video interviews. The subjects are nominated by their fellow employees, and informally discuss how they use social business tools to get their jobs done. We've featured "Real Jive Office Heroes" from various departments, including support, HR, engineering, and product marketing. These YouTube videos allow us to:
- recognize our best assets (our employees)
- teach people about our software
- generate awareness for the company
- and even help us obtain new leads (true story - one video turned into a major deal!)
How do you build valuable relationships with loyal influencers? Comment below.