How to Increase Emotional Engagement via Social CRM in...

1

How to Increase

Emotional Engagement

via Social CRM in Online Bingo

Orly Reiner Community & Social Marketing Team Leader

888bingo, 888.com

2

Question:

3

Who are you?

Are you a Blackberry person?

4

Who are you?

Are you an iPhone person?

5

Who are you?

Are you an Android person?

6

Are you a bingo player?

7

Are you an 888lady?

8

How to get players from this:

9

To that:

10

The 888ladies Case Study: 5 Stages Towards Emotional Engagement

11

#1:

The 1st Date

Fear, nervousness, lack of

trust, is he my type?

12

#1: The 1st Date

Confirmation from others

Fall in line

A full restaurant effect

People like me

Customer to customer layer

My first impression

My personal taste

Do I like the food?

I like the guy

The tone of online

information plays a

powerful role in the

purchase decision

13

#1: The 1st Date

3 major influential factors for customers when

deciding which company to do business with:

1. Personal experience (98%)

2. Company / brand online reputation (92%)

3. Recommendations from friends & family (88%)

*Cone Business In Social Media Study (2008 & 2010)

14

#1: The 1st Date

Players are looking for sources

of affirmation before depositing

“I’m in safe hands”

15

#2:

Falling In love

Every step is a test

16

#2:

Falling In love

Like dating, every

move my date

makes influences

the course of our

relationship

17

#2: Falling In love

Positive customer experience

Consistency

Not taking your customers for granted

Satisfaction is not enough

Emotional connection

“I’m beginning to like this company”

18

#2: Falling In love

Case Study: The Easter Eggs Promotion

19

#2: Falling In love

Case Study: Your Personal Pet Promotion

20

#2: Falling In love

Case Study: Send Us Photos of Yourself

21

#2: Falling In love

Love is not enough…

22

#3:

Commitment

Looking for a relationship

23

#3: Commitment

An important rule for a good relationship:

SHARE

24

#3: Commitment

Case Study:

The Bingo Cruise,

Caribbean, 2008

25

#3: Commitment Case Study: The Bingo Cruise, Caribbean, 2008

26

#3: Commitment Case Study: The Bingo Cruise, Caribbean, 2008

27

#3: Commitment

Sharing

Brand honesty

Attributes over functional benefits

Virtual to Real

The Human Dimension (2D to 3D)

28

#3: Commitment

Case Study: The Bingo Cruise, Caribbean, 2008

29

#3: Commitment

People like me = Good

People not like me = Bad

30

#3: Commitment

How many photos of themselves did our customers

send us after the cruise?

After a few hundreds

we

stopped

Counting

31

#3: Commitment

Reality filtering is an important key in building

emotional engagement

32

#4:

Emotional

Engagement

In a Relationship

33

#4: Emotional Engagement

The customers are taking

over the conversation Voice their opinion

Have expectations and demands

“I deserve control”

But also…

They made friends - Call themselves a family

Help each other and new customers

“Replace” the company in the community

34

#4: Emotional Engagement

OUTSIDE-IN

instead of

INSIDE-OUT

Our customers demanded a different approach:

Customers are freely invited to comment,

share and recommend.

Customers participate in shaping the product.

35

#4: Emotional Engagement

What does an engaged customer look like?

36

#4: Emotional Engagement

37

#4: Emotional Engagement

The 888ladies party, 2009

38

#4: Emotional Engagement

Remember the Pet’s photos?

From this:

39

#4: Emotional Engagement

To this:

40

#4: Emotional Engagement

And the Easter promotion…?

41

#4: Emotional Engagement

Retention

Engaged customers will spend more with you

over their lifetime than with your competitors.

42

#4: Emotional Engagement

Effort

Engaged customers will go out of their way

to do business with you. They will even

spend more to benefit from your products,

service and brand.

43

#4: Emotional Engagement

First Date

Falling in Love

Commitment

EE

?

44

#5:

Culture

My relationship

defines me

45

#5: Culture

Advocacy

Engaged customers spread the good word,

making it easier and cheaper for you to attract

new players.

46

#5: Culture

Passion

Engaged customers are passionate about the

brand. This may bring them to actively

promote the brand to other or defend the

brand if others speak negatively of it.

47

#5: Culture

What are these customers looking for?

The brand to help define their role

within society

For a purchase to count for something more

than just an acquisition

48

#5: Culture

49

#5: Culture

When a customer understand that he is more than a

$ sign on the bottom line, it will make him a partner.

#5: Culture

50

51

#5: Culture

A customer CAN be made to feel part of

the brand.

PARTNERSHIP

The traditional metrics of LTV are no longer

enough for advocate customers.

52

In Conclusion

Some Useful

Thoughts About

Social CRM

53

1# - The customer owns the

relationship with the company

CRM taught companies how to “manage”

customers relationship.

SCRM admits that companies cannot manage

customer relationship

54

#2 - The customer controls the

conversation

This is a new meaning to

“customer centricity”

55

#3 - Social CRM is an extension of

traditional CRM- NOT a replacement

CRM remains the foundation of Social CRM.

Companies still need to answer phones, take

orders, handle complaints, create promotions.

56

#4 – DO NOT focus only on your

opinion leaders

Pretend that every customer has 20,000

Twitter followers and a blog read by 10,000

readers daily.

57

#5 - Reality Filtering is an Important

Key to Building Trust

People like me = good

People not like me = bad

What does a company like me = ?

58

#6 - People are the New Platform

If you do a good job – other people will hear

of it. Relationship with customers (people)

generate value. People have experiences and

they matter.

59

#7 - Customer Experience Trumpets

Everything

Always remember: by constantly improving,

your customers will pay more and stay longer.

60

#8 - Outside In instead of Inside Out

Websites are still designed for companies

We can’t decide for our customers

We can’t assume to know their needs

and expectations

Invite them to share, participate and lead

the conversation.

61

Thank You