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Loyalty: The Dark horse Benefit of Social Media Marketing

Posted By Erik Hillesheim, Tuesday, October 27, 2015

I remember when I was a kid sitting at the breakfast table. I would drool in anticipation as my Mom cracked open a fresh box of Frosted Flakes. Now Frosted Flakes is an amazing cereal, don’t get me wrong, but I was more concerned with what SpongeBob Character Wind-Up I would be oh so lucky to get. I was captivated by the brand because they were able to keep me happy every time I came back.


Loyalty marketing is really cool and really useful, turns out. So useful, in fact, that there’s an entire industry focusing on figuring out how to keep consumers going back to a specific brand. The field of loyalty marketing has changed a lot over the years and is continuing to wind its way into every new outlet that emerges. What started as premiums, boxtops, prizes, and mail orders, has evolved into frequent fliers and card linked offers. But can social media create the same type of loyalty for your association?


So obviously loyalty marketing makes customers happy and we know that it’s profitable. What I don’t think many people realize is that there are ample amount of opportunities where social media can be used to increase your brand loyalty and how big of a difference this can make. Your association doesn’t need a credit card to make people loyal and here are a few ways that you can utilize your social platforms to keep members coming back:

1.       Be actively engaged on your social channels during conferences and encourage members to participate. It’s likely that your members will feel the most connected to your organization while at your major conferences. This is a critical time to ensure they’re engaged and happy. If you can make your members feel valued it’s very likely they’ll not only renew their membership, but also become even more engaged with the organization. By engaging with them online you’ll also be able to continue dialogue with them outside of the event and into the future. One of our clients recently held their Annual Conference and used a conference hashtag so participants could engage with other participants online. Staff members were following the conference hashtag and found a tweet by a member named Catherine who said she was looking forward to her first conference. They replied with this:

You can guess who’ll be seeing Catherine at next year’s conference.


2.       Create a stellar content marketing strategy. Posting engaging content throughout the year is a great way to ensure your members will keep coming back to you. By curating and creating content on your platforms, members will be more likely to engage with you and feel as though you’re adding to their intellectual arsenal. They’ll also make you their go-to when it comes to finding industry information and happenings.


3.       Thank people for putting content online. Did a member of your organization post an article about a current event in your field? Did they post about an event they’re going to? Did they link to your website? Shoot them a quick thank you tweet. A simple “Hey Jim, we really enjoyed your article. Thanks for sharing! #something,” can go a long way. This also works if they retweet, favorite, or like your content as well.

In a hypercompetitive world, it is becoming harder and harder to maintain members. Loyalty is hard to come by, but not hard to create. Make social media your SpongeBob Wind-Up.


If you ever have any questions or comments on how to let social media work for your association feel free to contact Ewald’s Marketing Team at katemh@ewald.com

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