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1
How to Increase
Emotional Engagement
via Social CRM in Online Bingo
Orly Reiner Community & Social Marketing Team Leader
888bingo, 888.com
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Question:
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Who are you?
Are you a Blackberry person?
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Who are you?
Are you an iPhone person?
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Who are you?
Are you an Android person?
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Are you a bingo player?
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Are you an 888lady?
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How to get players from this:
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To that:
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The 888ladies Case Study: 5 Stages Towards Emotional Engagement
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#1:
The 1st Date
Fear, nervousness, lack of
trust, is he my type?
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#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
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#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)
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#1: The 1st Date
Players are looking for sources
of affirmation before depositing
“I’m in safe hands”
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#2:
Falling In love
Every step is a test
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#2:
Falling In love
Like dating, every
move my date
makes influences
the course of our
relationship
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#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”
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#2: Falling In love
Case Study: The Easter Eggs Promotion
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#2: Falling In love
Case Study: Your Personal Pet Promotion
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#2: Falling In love
Case Study: Send Us Photos of Yourself
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#2: Falling In love
Love is not enough…
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#3:
Commitment
Looking for a relationship
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#3: Commitment
An important rule for a good relationship:
SHARE
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#3: Commitment
Case Study:
The Bingo Cruise,
Caribbean, 2008
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#3: Commitment Case Study: The Bingo Cruise, Caribbean, 2008
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#3: Commitment Case Study: The Bingo Cruise, Caribbean, 2008
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#3: Commitment
Sharing
Brand honesty
Attributes over functional benefits
Virtual to Real
The Human Dimension (2D to 3D)
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#3: Commitment
Case Study: The Bingo Cruise, Caribbean, 2008
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#3: Commitment
People like me = Good
People not like me = Bad
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#3: Commitment
How many photos of themselves did our customers
send us after the cruise?
After a few hundreds
we
stopped
Counting
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#3: Commitment
Reality filtering is an important key in building
emotional engagement
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#4:
Emotional
Engagement
In a Relationship
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#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
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#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.
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#4: Emotional Engagement
What does an engaged customer look like?
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#4: Emotional Engagement
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#4: Emotional Engagement
The 888ladies party, 2009
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#4: Emotional Engagement
Remember the Pet’s photos?
From this:
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#4: Emotional Engagement
To this:
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#4: Emotional Engagement
And the Easter promotion…?
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#4: Emotional Engagement
Retention
Engaged customers will spend more with you
over their lifetime than with your competitors.
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#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.
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#4: Emotional Engagement
First Date
Falling in Love
Commitment
EE
?
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#5:
Culture
My relationship
defines me
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#5: Culture
Advocacy
Engaged customers spread the good word,
making it easier and cheaper for you to attract
new players.
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#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.
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#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
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#5: Culture
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#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
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#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.
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In Conclusion
Some Useful
Thoughts About
Social CRM
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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
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#2 - The customer controls the
conversation
This is a new meaning to
“customer centricity”
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#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.
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#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.
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#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 = ?
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#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.
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#7 - Customer Experience Trumpets
Everything
Always remember: by constantly improving,
your customers will pay more and stay longer.
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#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