Loyalty360 Webinar Examines How Social Media Can Drive Impactful Customer Engagement

Social media is a burgeoning topic among loyalty marketers, especially as it relates to driving impactful customer engagement.

Loyalty360 and Strativity Group will co-present a webinar titled, Loyalty360 CMO Challenge Report: Promise and Potential of Social Media in Creating Impactful Customer Engagement, that will be held on Tuesday, Aug. 8, 2017, at 1 p.m. EDT.

Loyalty360 CEO and CMO Mark Johnson and Strativity Group CEO Lior Arussy will be the featured webinar speakers and will discuss the compelling Loyalty360 CMO Challenge Report: Promise and Potential of Social Media in Creating Impactful Customer Engagement.

All webinar registrants will receive a copy of the report after the event. 

Few technologies have changed the nature of human interaction and mass communication as quickly as social media. When combined with the ubiquitous adoption of digital mobile devices, and the escalating capabilities that such technologies possess, social media represents an extremely powerful force in a culture that is still unsure of the limits and effects of its reach.

Whereas most broadcasting media have largely remained unchanged in form and function for decades, social media is evolving in near real-time. This makes it difficult to understand the long-term effects of its use.
Already, and in a startlingly short period of time, social media has literally sparked revolutions, created overnight sensations, swayed millions to follow new trends, and even helped transfer power from the marketing offices of large brands to the information craving minds of mobile savvy millennials.

Loyalty360’s CMO Challenge Report on the promise and potential of social media brings together major brands and marketers from across a variety of industries with their thoughts and opinions on foundational questions surrounding the topic.

With CMO Challenge reports, Loyalty360’s goal is not to provide yet another data point to a market already saturated with studies and research. As an association focused on customer, channel, and brand loyalty, Loyalty360’s goal is to ask open-ended questions to help frame the challenges and opportunities in a much deeper way, seeking to go beyond the limitations of prescriptive or quantitative surveys to enable a true discourse and open an enriching discussion.

Since many people use social media as part of their daily routines to stay in contact and interact with friends and family members, it has created a unique online ecosystem that encourages a true conversation. As this casual conversational style dictates how people engage with each other on social media, it has also influenced their expectations around how brands should engage with them as well. Whereas traditional marketing was consumed passively as consumers saw a TV ad or heard a radio commercial, social media users are, by contrast, actively involved.

To gain a clearer understanding about how brands and marketers are navigating and leveraging a media landscape increasingly dominated by social media, Loyalty360 posed the following questions to CMOs and top executives in marketing and operations from December 2016 through March 2017:

How is social media being used differently today than a year ago?

How do you see it changing over the next year?

What new media are you using to drive customer loyalty?

Here is a sneak peek at a few of the responses from the report:

Mary Hines, managing director, head of benefits, NPD, and global rewards, Citi Rewards: “In today’s hyper-connected world, consumers want to feel that they are engaging with brands in a meaningful way. Increasingly, they are engaging within social channels and there is an opportunity for us as brands to meet them there and interact in a way that fosters trust. If we maintain and ideally accelerate, these authentic interactions on social channels, we can continue to build upon this trust and ensure long-term loyal relationships.”

Renee Cacchillo, senior vice president, customer, brand & technology, Safelite AutoGlass: “Initially, our social media was mostly reactive. We addressed customer questions and concerns, but we didn’t proactively promote our brand or our services. In the last few years, we’re using social media to engage consumers by providing them useful content on the most popular platforms. How that will change over the next year will be going a step deeper and building an emotional tie to our brand through shared  passion points.” 

“By encouraging feedback and actively participating in the solicitation of responses, marketers can both gauge the state of the customer experience and establish stronger relationships with their fans and followers,” the report says. “Not only can social media allow consumers to speak their mind through various posts and reviews, it also gives the brand an opportunity to demonstrate their commitment as well. By offering prompt answers to questions, providing helpful solutions to complaints, addressing negative feedback with empathy and understanding, and more, brands can prove to customers that they truly do care about the customer experience.”

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