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How to Increase Emotional Engagement via Social CRM in Online Bingo

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How to Increase Emotional Engagement via Social CRM in Online Bingo Powered By Docstoc
					    How to Increase
    Emotional Engagement
    via Social CRM in Online Bingo

    Orly Reiner
    Community & Social Marketing Team Leader
    888bingo, 888.com



1
    Question:



2
    Who are you?

    Are you a Blackberry person?




3
    Who are you?

    Are you an iPhone person?




4
    Who are you?

    Are you an Android person?




5
    Are you a bingo player?




6
    Are you an 888lady?




7
    How to get players from this:




8
    To that:




9
         The 888ladies Case Study:
     5 Stages Towards Emotional Engagement




10
 #1:
 The 1st Date




     Fear, nervousness, lack of
     trust, is he my type?
11
     #1: The 1st Date
     Confirmation from others     My first impression
     Fall in line                My personal taste

     A full restaurant effect    Do I like the food?

     People like me              I like the guy



     Customer to customer layer    The tone of online
                                   information plays a
                                   powerful role in the
                                   purchase decision



12
     #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)

13
     #1: The 1st Date



     Players are looking for sources
     of affirmation before depositing
           “I’m in safe hands”



14
     #2:
     Falling In love




     Every step is a test

15
     #2:
     Falling In love

     Like dating, every
     move my date
     makes influences
     the course of our
     relationship




16
     #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”


17
     #2: Falling In love
     Case Study: The Easter Eggs Promotion




18
     #2: Falling In love
     Case Study: Your Personal Pet Promotion




19
     #2: Falling In love
     Case Study: Send Us Photos of Yourself




20
     #2: Falling In love




          Love is not enough…




21
 #3:
 Commitment




     Looking for a relationship

22
     #3: Commitment

      An important rule for a good relationship:




                  SHARE


23
     #3: Commitment
     Case Study:
     The Bingo Cruise,
     Caribbean, 2008




24
     #3: Commitment
     Case Study: The Bingo Cruise, Caribbean, 2008




25
     #3: Commitment
     Case Study: The Bingo Cruise, Caribbean, 2008




26
     #3: Commitment
      Sharing
      Brand honesty

      Attributes over functional benefits

      Virtual to Real

      The Human Dimension (2D to 3D)




27
     #3: Commitment
     Case Study: The Bingo Cruise, Caribbean, 2008




28
     #3: Commitment




        People like me = Good
       People not like me = Bad




29
     #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




31
     #4:
     Emotional
     Engagement




     In a Relationship

32
     #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



33
     #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.




34
     #4: Emotional Engagement




     What does an engaged customer look like?




35
     #4: Emotional Engagement




36
     #4: Emotional Engagement
     The 888ladies party, 2009




37
     #4: Emotional Engagement
     Remember the Pet’s photos?

                       From this:




38
     #4: Emotional Engagement
                 To this:




39
     #4: Emotional Engagement
     And the Easter promotion…?




40
     #4: Emotional Engagement


                    Retention
     Engaged customers will spend more with you
     over their lifetime than with your competitors.




41
     #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.



42
     #4: Emotional Engagement


                 First Date

               Falling in Love
                Commitment

                     EE

                     ?
43
     #5:
     Culture




     My relationship
     defines me
44
     #5: Culture


                    Advocacy
      Engaged customers spread the good word,
     making it easier and cheaper for you to attract
                      new players.




45
     #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.



46
     #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




47
     #5: Culture




48
     #5: Culture
     When a customer understand that he is more than a
     $ sign on the bottom line, it will make him a partner.




49
     #5: Culture




50
     #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.




51
     In Conclusion


             Some Useful
            Thoughts About
              Social CRM



52
     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




53
     #2 - The customer controls the
     conversation



           This is a new meaning to
             “customer centricity”




54
     #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.




55
     #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.




56
     #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 = ?




57
     #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.




58
     #7 - Customer Experience Trumpets
     Everything


      Always remember: by constantly improving,
     your customers will pay more and stay longer.




59
     #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.




60
     Thank You



61

				
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