Increasing Customer Engagement at the Point of Sale with MomentFeed. Case Study

Transcription

1 Increasing Customer Engagement at the Point of Sale with MomentFeed Case Study

2 Objective: How could Cinnabon increase long-term customer engagement at the point of sale on Foursquare, Facebook, and Twitter at a minimum cost? Cinnabon Engaged MomentFeed to: 1) Register and Optimize all venues on Foursquare and Facebook 2) Monitor customer engagement at the point of sale 3) Measure the impact of location-based marketing efforts

3 From April to December 2011, MomentFeed worked with Cinnabon to increase customer engagement at the point of sale via Foursquare, Facebook, and Twitter by 671%. MomentFeed helped Cinnabon... Check-ins 387% Check-ins 230% 1,600%

4 The Cinnabon account comes online on April 8, 2011.

5 The data stabilizes between May and July, demonstrating average monthly growth of 12.5% for Foursquare and 19% for Facebook.

6 In July, MomentFeed completes PinSync venue optimization for Cinnabon. This increases engagement by 43% on Foursquare, 86% on Facebook, and 100% on Twitter.

7 Data stabilizes in August and September, resuming previous growth rates at a new, higher plateau of engagement.

8 Cinnabon launches a charitable check-in campaign with Operation Gratitude on Foursquare in October ($1 donated per check-in), increasing check-ins by 122% and by 113%.

9 Overall engagement falls slightly in the month following the campaign but remains considerably higher than in the month prior. Facebook Page Likes increase by 113%. The campaign has created a lasting impact on customer engagement.

10 Check-ins increase in December, likely due to seasonal purchasing trends, building on the engagement plateau of October s Foursquare campaign.

11 Cinnabon increased location-based social engagement through PinSync from MomentFeed and successful LBS marketing experimentation. Summary of Results Engagement plateaus can be increased through venue management and well executed marketing campaigns. PinSync reduces friction for customer engagement, and creates higher lasting engagement opportunities. - 43% Increase on Foursquare - 86% Increase on Facebook Successful campaigns can positively impact customer engagement both during and beyond their end date % Increase on Foursquare in month following campaign over month prior to campaign Key Monthly Stats From May to December Total LBS Engagement 671% Foursquare Checkins Facebook Checkins Geotagged * Facebook Place Page Likes** * Measured from June to December. No prior data existed. ** Measured from August to December. No prior data existed. 387% 230% 1,600% 128%

12 The lessons from Cinnabon s success can be applied to other companies looking to increase social engagement through location-based services. Recommendations: Create a MomentFeed account - Analyze base-line data and growth Optimize venues via PinSync - Ensure that location info, including latitude/longitude and address, is accurate - Identify and merge duplicate venues Use campaigns to engage customers and reward check-ins - Use A/B testing to identify successful campaign types - Experiment with a variety of specials - Actively promote location-based marketing campaigns - Encourage sharing to increase reach