{"id":572,"date":"2013-04-02T11:00:36","date_gmt":"2013-04-02T03:00:36","guid":{"rendered":"http:\/\/passkit.com\/blog\/?p=572"},"modified":"2013-04-02T11:00:36","modified_gmt":"2013-04-02T03:00:36","slug":"building-perpetual-loyalty","status":"publish","type":"post","link":"https:\/\/passkit.com\/blog\/building-perpetual-loyalty\/","title":{"rendered":"Building Perpetual Loyalty"},"content":{"rendered":"

\"PassKit:<\/a><\/h1>\n

How Businesses Need to Leverage Facebook’s One Billion Users<\/h1>\n

Recent discussions with customers and prospects have consistently involved utilizing social media to decrease marketing costs and increase ROI (return on investment) on marketing campaigns.
\nCan you relate to some of these comments?<\/p>\n

\u201cWe\u2019ve built a Facebook fan page, and have increased Facebook likes, but it is not generating business.\u201d
\n\u201cFacebook sponsored ads and Facebook banner ads have increased Facebook reach but there is no real opportunity to consistently convert to paying customers. \u201c
\n\u201cWe keep posting great content on our Fan page and it has increased Facebook fans, but how can we really exploit the power of social media to not just engage with our audience, but to influence and inspire action.\u201d<\/p><\/blockquote>\n

The majority of the businesses we spoke with have shared that most of their online and offline marketing is focused on lead generation and that more than 88% of sales are conducted offline.\u00a0 So if we take a closer look, much of their Facebook efforts are purely focused on gaining users, analyzing user preferences to create engaging content that eventually increases lead generation. The critical point, where we see businesses fail, is creating that compelling element to influence users to take their action offline.
\nSo the question that begs is\u2026Why focus on driving customers offline?<\/p>\n

\"PassKit:<\/a><\/span><\/h2>\n

Benefits of O2O<\/b><\/h1>\n

We understand people and we know technology, especially when it comes to mobile. Where most businesses may think of the mobile device as an extension of digital channel promotions, we know the real power is the ability to connect people from the online world and to influence offline behavior.
\nCreating an opportunity offline allows your company to expedite closing of a transaction (i.e. immediate answers to customers questions, highlight timed offers, etc.). The additional benefit of offline transactions is the opportunity to influence customer spending beyond what was originally planned.
\nPer thesocialskinny.com\u2019s<\/a> aggregated social media stats article for 2012, \u201c64% of consumers will research online before buying offline\u201d and \u201c55% of consumers prefer offline commerce\u201d. What we found as the real benefit to businesses to increase offline (in-person) sales is that \u201c45% of people bought more when in the store\u201d.*
\nThis can apply to businesses offering both projects and\/or services. For example, if you connect, via online recommendations, with a person in wealth management they will help to put your money in a place through standard investment portfolio offerings. Through conversations, they find out that you are also interested in being part of a business venture but you don\u2019t want to start it up yourself. The wealth manager can then sell you on becoming an investor of a local business with the potential of greater returns.
\nShould your marketing focus on bringing your online customers offline? Well, only you can answer that question. But we know the common focus for many marketing campaigns is to generate opportunities that expedite a decision while making it completely convenient for the consumer.\u00a0 And today, the ability to provide customer convenience along with speed to market has been proven when utilizing both social media and mobile technologies.<\/p>\n

\n

“91% of all mobile internet use is \u201csocial\u201d related.”*<\/i><\/p>\n<\/blockquote>\n

With PassKit\u2019s Facebook Connect Solution, you can 1) utilize Social Media channels, like Facebook to drive customers online to offline actions and 2) through delivery of passes via PassKit, the speed of delivery of marketing to your customer is achieved.
\n(Click infographic to enlarge) (Click to download PDF<\/a>)<\/p>\n

\"PassKit<\/a>Driving O2O via Facebook Connect<\/b><\/h1>\n

While many businesses will use a social media channel like Facebook as a customer relationship management tool, we focus on using Apple Passbook passes to create more effective opportunities to motivate consistent offline behavior. Therefore, when we created the Passkit Facebook Connect solution we had two goals in mind:<\/p>\n

    \n
  1. To allow businesses to efficiently acquire new customers from Facebook\u2019s One billion users without having to create a Fan Page, acquire likes, etc.<\/li>\n
  2. To create opportunities to drive customers to transact offline.<\/li>\n<\/ol>\n

    How do we achieve goal number 1?
    \nInstead of using Facebook as the tool to manage customers, we use Passkit plus Facebook information to quickly create personalized Passbook membership passes. This then becomes a loyalty program, which has been a proven method of motivating customers to offline behavior.
    \nBut, the issues of most loyalty programs these days are broad promotions and lack of in-depth customer insights to create marketing campaigns that make sense. Take a look at many of the loyalty programs in place today. The essence of these programs is to increase advocacy of its customers by rewarding behavior with something of value (reward points, special offers and promotions). What happens with many of these programs is a short-lived relationship for these reasons:<\/p>\n