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Leading retailers and direct to consumer marketers have developed retention or “loyalty” programs to keep their best customers engaged and to get new customers to spend more money. Traditionally, loyalty programs focus on offering discounts and incentives to a given consumer based on their past conversion and value. In this new era, where we can learn lots about consumers from their social activity across the Web, a radical new approach helps marketers target consumers with more enticing offers. Using a socially enlightened consumer view, marketers can optimize their campaigns not just for direct conversion, but also for earned media, viral acquisition and conversion. In this session we will describe how marketers can present special offers (i.e. entry into an exclusive event) to a select group of consumers on their email file to drive direct conversion as well as viral conversion, acquisition, and earned media.

Audience Takeaways:

• How to develop a socially enlightened view of what your customers are doing across the social web
• What role does influence and affinity play in driving your loyalty program
• How to select people for campaigns based on their affinity, influence, reach, and breadth of presence
• How to use a socially driven loyalty framework to improve your traditional advertising and direct marketing program