| 9:00am |
General Session
HILTON HONORS LOYAL TRAVELERS WITH A GLOBAL REWARDS PROGRAM
Hilton wanted to change the way their members viewed their
loyalty program. The recently rebranded loyalty program, Hilton HHonors, is
shifting the conversation from earning points to creating memories. Hilton
wants the program to create a more emotional and experiential side of
travelling. Find out how rebranding the loyalty program and honoring customers
for both air-travel and hotel has led to increased customer engagement and
loyalty among travelers.
Jill Mohel
Director of Marketing
Hilton Worldwide
______________________________________
TARGET DELIVERS CUSTOMER
ENGAGEMENT BEYOND JUST CLICKS
Mobile is hot, it's everywhere, and the industry is abuzz with all its
possibilities. In many campaigns today, mobile shows up on the plan but its
focus has mostly centered on placement vs. engagement. According to ComScore,
234 million Americans older than the age of 13 are using mobile devices today.
What advertiser wouldn't want to tap into the engagement potential of this
highly targeted audience? Find out how Target's recent success with a new
approach to mobile advertising is delivering breakthrough customer engagement
beyond "just clicks."
Barbara Hagen
Marketing Director
Target Corporation
Rob Friedlander
Co-Founder and Vice President, Business Development
Phluant, Inc.
______________________________________
SOUTHWEST AIRLINES
USES PROACTIVE CUSTOMER SERVICE TO ENGAGE WITH CONSUMERS
To help build customer loyalty, Southwest Airlines
continually improves their overall customer service experience. To do this,
Southwest Airlines has tapped into Twitter, Facebook, and created a corporate
blog-allowing the company to have a direct conversation with their customers in
real-time. Find out how social media channels combined with proactive customer
service initiatives have helped Southwest Airlines to engage with customers and
build loyalty.
Alice Wilson
Associate Manager, Social Marketing
Southwest Airlines
Dana Williams
Director of Marketing, Communications, and Brand Integration
Southwest Airlines
______________________________________
|
| 1:30pm |
General Session cont.
COCA-COLA REINVENTS ITS REWARD PROGRAM THROUGH SOCIAL AND MOBILE
CONNECTIONS
MyCokeRewards
is one of the largest online loyalty programs in the consumer packaged goods
industry with over 17 million members and 4 million unique visitors every
month. To participate in the program, members enter codes from 15 Coca-Cola
brands to earn points. Points can then be spent on partner rewards,
members-only sweepstakes, instant wins, charitable donations, schools, and
more. However, like any evergreen loyalty program, keeping members active and
continually engaged can be a challenge. Social and mobile channels have become
increasingly important, and MyCokeRewards has customized its program to cater
to members. Find out how MyCokeRewards reinvented itself to increase member
engagement and keep its base active, making the past year its most successful
yet.
Julie
Bowerman
Group Director, Digital Platforms
Coca-Cola North America
Geoff
Miller
Vice President, Interactive Strategy Director
The Marketing Store
_______________________________________
DISCOVER LISTENS TO
CARD-MEMBERS TO FIND THE KEY TO CUSTOMER LOYALTY
For the fifteenth consecutive year independent research
firm, Brand Keys, Inc., found that Discover is the leader in customer brand
loyalty for the credit card sector. Brand loyalty is important to Discover, the
company has a core focus on continually delivering
new ways for customers to be rewarded, giving them added value on their
purchases and making it easier to redeem rewards. Find out how Discover listens
to their card-members and delivers a great customer experience via multiple
touch points including social media, relevant offers, customer benefits, and
loyalty programs.
Larisa Drake
Vice President, Marketing
Discover Financial Services
Jennifer Murillo
Vice President, Brand Communications
Discover Financial Services
_______________________________________
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