2. is a philosophy and a business strategy, supported
by a technology platform, business rules, processes
and social characteristics, designed to engage the
customer in a collaborative conversation in order
to provide mutually beneficial value in a trusted and
transparent business environment.
It’s the company’s response to the customer’s
ownership of the conversation.
— Paul Greenberg, Social CRM Strategies, Tools and
Techniques for Engaging Your Customers
3. Since March, 2011 Watsons Ukraine invested
in Facebook community growth keeping the
engagement rate at the high level.
The community numbered over
30 000 Watsons customers, 60% of which
corresponded to the Client's core audience.
Facebook community was actively used to launch
new products, stimulate sales with coupons,
numerous branded campaigns.
4. It looked like we have a great community…
but something was missing…
5. We actively engaged with Facebook fans, got reach
for key messages, even made 15% out of Listerine
sales during the exclusive launch campaign…
— How many of them are real Watsons consumers?
— How often do they visit Watsons stores?
— What products do they buy?
— How much do they spend?
— How valuable they are for the Client's business?
— Can we somehow chance their buying
habits?
6. The agency outlined the objective – to build the
system that would let in a real time format answer
all those questions at the same time would
become a basis for a new channel of relationships
building with Watsons customers and vendors.
The other objectives were:
— to substantially increase the engagement rate
with community contents
— and raise the number of community members/
generate new Likes.
7. Taking into account gained expertise with
managing the community for a year-long time,
long-term goals as well understanding the insights
of the community fans,
we believed the activation mechanics
should be based on something other than
a big prize fans have to fight for.
(e.g iPad2, a car, a trip, etc.)
8. The approach should have met the following criteria:
— Relevance in a long-term perspective (the
consumer should have an opportunity to join an
activation any time and at the same time have the
same chanced as those who were the first to join)
— It has to be integrated into Watsons core
business and its goals (activation should be
interesting to exactly Watsons consumers in contrast
to those who like to win prizes or motivate the last
to become Watsons consumers )
9.
10. We developed and launched a system that
rewarded active Facebook community members
– basically an extension of the already acting
Watsons Club loyalty program.
In order to earn bonuses in Watsons Club program just for
engaging with the Facebook community content, a user
just needed to enter the Watsons Club Card number. As
simple at that!
We gave our fans on Facebook what they wanted
(savings on purchases) for what they love to do
(Like, comment and share the content).
11. Watsons Club+ is ability to analyze:
— customer behavior in Watsons stores
— average check size, purchase frequency
— socio-demographics profile
— additional communication and sales
stimulation opportunities, etc.
12. The Watsons Club+ launch (testing started on
Feb. 7, 2012) was supported by:
— content in Facebook community (Wall posts)
— targeted ads campaign on Facebook (accent
on the existing page fans)
— Watsons Club+ E-mail newsletter
announcement
— Ad in 'Tviy Watsons‘ (retailer monthly
newspaper)
13. Gender Watsons Club Watsons Club+
Female 75% 88%
Male 21% 10%
N/A 4% 2%
100% 100%
Age range Watsons Club Watsons Club+
<20 11% 7%
20-29 32% 56%
30-39 27% 23%
40-49 17% 7%
50-59 9% 3%
60-69 3% 1%
N/A 1% 3%
100% 100%
14. In
Watsons Club Watsons Club+ VIP
general
Average
frequency of
- 1,96 1,08 3,03
purchases, a
month
Average check,
64,60 70,78 18,83 100,27
UA Hrn.
Terrible! :(
15. But, the aim of every loyalty program is to make regular
customers better customers. Is this true for a Facebook-
based loyalty program? Can we turn Facebook fans into
better customers? We decided to give it a try:
— 2× bonuses for shopping in Watsons
for Watsons Club+ members only
— The offer is for 6 days only (15-21.03.12)
— There was only one
announcement made:
a post on Watsons Ukraine wall
— 14 thousands comments
— 1400 «likes»
— 870 «shares»
16. 42.7% of Watsons Club+ members
made a purchase!
For similar CRM-based offers a Client faced 9 to 17%
rates in the past.
* 1451 customer made 2233 purchase during only 6 days
(Watsons Club+ members at the time of the offer – 3396.
There are about 4k members now)
17. As a result of Watsons Club+ launch, Watsons Ukraine Facebook page
faced +8 000 Likes growth during 1,5 months and keeps the dynamics
of +100 new members a day.
18. Fans engagement since the launch of Watsons Club+
has grown enormously.
50000
45000 89%
40000
35000
30000
Likes
25000
Comments
20000 Shares
15000 91%
91%
10000
11%
5000
8% 6%
0
Before Watsons Club+ launch After Watsons Club+ launch
19. 30000
54%
25000
20000
36%
Likes
15000
Comments
Shares
10000
46% 47%
52%
5000 43%
6%
4%
3% 2% 3% 3%
0
December January February March
20. Watsons Ukraine — No 1 in the rating of all
Facebook pages in Ukraine for engagement per
post.
21. — Watsons Club+ will be developed as a
social CRM and will become a central part
of Watsons Ukraine Facebook community.
— Watsons gives a lot to Facebook fans, but
it gives so much more to Watsons Club+
members!
