How To Empower Your Loyalty Scheme On Twitter

You’ve Got A Friend In Tweet: How To Empower Your Loyalty Scheme On Twitter

Brand Loyalty Scheme Card Twitter Social Media Marketing Tips Examples

It’s official, we love loyalty schemes! 95% of UK consumers own at least one loyalty card and 88.2% of them regularly use them when shopping. With 59% of UK Twitter users following brands, it makes sense to leverage Twitter to help your loyalty schemes. A fairytale marriage of your loyalty scheme, smart use of deep social analytics, and mature social marketing can help you market the right products/offers to the right people at the right time. Leaving you with a higher quantity and quality of customers.

So how can you use your social channels to get people using your loyalty programmes, and how can your social channels help you to get more members? It’s more than just shouting aimlessly about offers for members, these strategies are designed to provide a more valuable experience for your customers and help you to get the exact people you want signing up for your campaign:
Attracting New Members

Use Cards To Generate Leads

Twitter’s cards offer a wide range of ways to collect emails in exchange for content, downloads, or offers. This gives you an opportunity to win potential loyalty members over with ebooks, online catalogues, free samples, or a number of other ways of entertaining or helping your audience in exchange for their email. If you need more details, conduct a follow-up email campaign extolling the benefits of your scheme and offer a limited-time incentive to ensure you encourage people to follow through with conversion.
Feed Your Social Data Into Actions For Your Brand Loyalty Schemes

Use information gleaned from Twitter marketing tools to inform strategies for your loyalty schemes. For example, see which relevant topics your target audience are talking about, or what line of products they mention the most. This can then be used to inform your next offer, or promotional message for your scheme and entice people to sign up.

“When it comes to loyalty schemes in the traditional sense, their prevalence renders them less than special. Retailers need to be more relevant in order to connect to consumers on social media as there is a huge market out there for these sorts of incentives. People want to spend less on their weekly shop, with 63% of consumers using a discounter store regularly; but more messaging around range and overall quality is needed to transform discounters into main shopping destinations.”

Noreen Kinsey, Head of Shopper Insight, Future Thinking (source)
Retarget Website Visitors

If someone was on your site or visited a particular page, there’s a good chance they have an interest in your brand and are more likely to be interested in loyalty program promotions. Don’t let them slip away, use Twitter retargeting to keep your brand in their mind, give them a reason to choose your brand and partake in their loyalty programme.

How To Optimise Existing Members

Tailored Targeting From Your Email Database

Roughly 50% of customers said that if offers were personalised it would make them more likely to use the retailer again. Luckily, when combined with Twitter marketing tools, Twitter allows you to make campaigns highly personal. If your loyalty schemes collect emails from customers then you can use an email integration tool to integrate your CRM with Twitter Ads and check whether any of those members of your loyalty scheme are on Twitter. You can then set up a Tailored audience campaign to deliver a campaign aimed at people who haven’t used their card in a while, who opened an email about a specific product, or who purchased something similar to the focus of your next campaign.

“If behavioural loyalty is largely influenced by habit, understanding how these habits are formed and, more importantly, how to disrupt them is a better place to start. What a good loyalty programme does provide you with is an abundance of rich customer data that can supercharge your customer strategy.”

Natalie Mahedy, Planner, Lowe Open (source)
Surprise Your Top Members

Part of building a loyalty programme is building loyalty to the brand, not just an offer where customers may ditch you as soon as they’ve taken advantage of it. So make the first move and surprise your loyalty scheme members with giveaways, vouchers, or discounts specifically personalised for them, this will help them to like the actual brand rather than solely the chance to save a bit of money. You can find your most active customers on your database, use the aforementioned email integration tool, and publicly Tweet them something as a thanks for their loyalty if they have been Tweeting about you. You could even accompany it with some unique content such as this one from Bulmers Cider.
Encourage & Reward Ambassadors

If they’re already your fans, they’re more likely to be vocal and 92% of people trust brand advocates. Offer points, prizes or small discounts for social actions by members of your loyalty programmes that spread your brand message and increase awareness. Examples could include store check-ins, hashtagged photos at events, or tagged pictures of them with your product. Genuine, human reactions with these updates can help build relationships with your most high-value customers. Encourage creative entries so that they’re more likely to be an engaging, entertaining presence on people’s timelines. Let people within your loyalty scheme know about these possibilities first to help them kick off the campaign and feel invested from the start.