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How to create a social loyalty loop

June 28, 2012 | Online Marketing

Brands are building social campaign experiences that spread from one brand loyalist to her friends and create a powerful social loyalty loop that, when done effectively, continues to cultivate brand loyalists.

According to the theory, consumers used to be systematic about selecting a product by narrowing down choices and making a final selection - a process known, more or less, as the traditional "marketing funnel." "The Consumer Decision Journey" proposed a much more iterative path to a purchase, with four stages - consider, evaluate, buy, and bond - followed by three stages: enjoy, advocate, and bond.

These new touch points that open up along the Consumer Decision Journey become opportunities for a brand to influence its consumers before, during, and, very important, after purchase. Social is a perfect place for embracing those touch points.

Fast forward to 2012, and the Consumer Decision Journey has evolved into a Social Loyalty Loop with vast touch points. Brands are building social campaign experiences that spread from one brand loyalist to her friends and create a powerful social loyalty loop that, when done effectively, continues to cultivate brand loyalists.

Here are four ways marketers can fuel such a social loyalty loop.

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