iconbox title=”Pluck Social Loyalty Solution Overview” icon=”paper”

Pluck solution overview
Social Loyalty
Facebook, retailers are learning, is not the best platform to build Loyalty. In fact,
Marketers report that their own website is actually the place where they experience
the deepest customer engagement. When you build a Social Loyalty community
on your site, your influencers become highly visible and your community features
make it easier for your biggest fans to tell your story for you.
Our Social Loyalty blueprint is a guide for creating a social environment where you can more
easily identify your advocates and empower them. It shows you how to give a megaphone to
people who are motivated to praise your brand across your websites, mobile apps and social
media destinations. This overview summarizes the recommendations to be found in our full Social
Loyalty Blueprint.
Blueprint Goal
Our Social Loyalty Blueprint helps your enthusiasts communicate their enthusiasm. It creates an environment in which they are rewarded for creating word of mouth. And it opens up
channels across which the word can spread.
Audience Hot Buttons
Successful Loyalty communities take advantage of well-understood group dynamics: some
people like to show off their expertise, others
like to be helpful, and still others are hungry
to build a reputation. Communities that score
high on Loyalty
Nestlé rewards its influential contributors with
Brownie Points
• Create ample opportunities for members to make contributions
• Reward influential contributors
• Make it easy for them to make high-value contributions (e.g., word of mouth, referrals)
200 Academy Drive, Suite 100 / Austin TX 78704
P: 512 457 5220 / F: 512 457 5221 / www.pluck.com
The Community Experience
The Social Loyalty Blueprint Delivers
The Social Loyalty Blueprint shows you how to create
community features that identify members who are
likely to generate word of mouth, recognize them, and
empower them to advocate on your behalf within your
community and across the social Web.
Kraft First Taste
The giant food brand has created a nearly 900,000-member community that is dedicated to Loyalty.
The Kraft-friendly members are exposed to new Kraft products, and then are given a pulpit from
which to communicate their enthusiasm to their friends and to Kraft product managers.
Identifying enthusiasts is about defining relevant community behaviors, and then tracking them
Social Loyalty at Kraft First Taste
Recognizing influencers involves public or private rewards for particular contributions or behaviors
Membership
Kraft’s First Taste community has grown to
more than 1 million members
Empowering is all about making it easy for advocates
to do what they’re already inclined to do.
Kraft First Taste does a great job of mixing
interesting product content with content
submitted by influencers
Community Building Blocks
Our blueprint recommends the use of particular social applications that have predictable word of
mouth value. Each blueprint element stands alone, but Loyalty really takes off when you combine
all of the blueprint elements in your community. Social applications with value in an Loyalty context include:
Topical Discussions. Blogs, forums and comments all
give committed contributors a platform for communicating their enthusiasm.
Standout stat
The average monthly growth rate in First Taste
influencers in 2011 is 40%
Enthusiasts at Kraft First Taste have expanded their
influence, and the community has seen dramatic
growth
Hearst’s SFGate.com
SFGate.com is the online version of the San Francisco Chronicle. SFGate has always been an innovator around online community. It has created a number of sections that address local concerns with a
social flavor. SFGate was among the first to leverage Pluck’s support for Facebook Connect, a feature
that makes it easy for enthusiasts in the community to broadcast to their Facebook friends what
they’re doing in the SFGate community. Enabling this sharing has paid off very nicely for the publication.
Member Badges. This is a powerful lever that—with
Pluck—gives community managers a lot of flexibility
around identifying, rewarding and promoting influential community members.
Social Connections. One-on-one influence is also important. Pluck’s profile application, Personas, lets your
advocates befriend other community members, message them privately, and connect with others outside
of your community.
Social Media Bridges. Word of mouth and referrals
really take off when enthusiasts’ contributions are allowed to travel from your community to the broader
Social Web.
Community growth
Recent monthly community growth has averaged 40,000 members
Social Loyalty at SFGate
Membership
The SFGate community has almost 440,000
members
SFGate makes it easy for enthusiasts to
spread word of mouth to Facebook, which
has led to substantial growth in return visits
Facebook referrals
YOY growth in Facebook page view referrals
grew 225% after one year
Standout stat
Using Pluck’s Facebook Connect support led to
a 700% jump in Facebook page view referrals
SFGate has given a steadily stronger voice to its sizable population of influencers
Nestlé’s Very Best Baking
Very Best Baking is a site dedicated to baking how-to’s, with a large and rapidly growing
membership. Nestlé surfaces brand advocates through its use of Brownie Points, which get
awarded for community participation and contribution. While individual point awards are
modest, there nonetheless are 10 community members whose influence in the community
has earned them more than 110,000 Brownie Points (and the top influencer has earned a
quarter million Brownie Points!). Nestlé is doing a terrific job of encouraging community
leaders to come forward, be actively involved, and ultimately help create an experience that
has drawn nearly 100,000 new members in five months.
Social Loyalty at Very Best Baking
Membership
Very Best Baking has attracted mor than
525,000 members
Influencers
The community has 10 members with
100,000+ Brownie Points
Standout stat
On average each of these influencers
contributes nearly 200 pieces of content
per month to the community
Nestlé aggressively recognizes and rewards
influential community members. Their contribution
has remained very substantial even as the
community has grown by a factor of ten.
For a complimentary copy of our full, 50-page Social Commerce Community
Blueprint, visit www.pluck.com/resources/request-info or contact us directly
at +1 512.457.5220.
Demand Media Social Solutions partners with marketers in three
areas. We deliver the Pluck integrated community platform, a
hosted, enterprise community solution that powers conversation
and interaction on websites, Facebook and mobile devices. We
offer CoveritLive, the leading platform for real-time events and
audience engagement. And we outsource Community Services,
including Community Management and Moderation, on and off
brand domains. To learn more, please go to www.pluck.com.