location case study: murphy usa checks into whrrl to drive retail growth through mobile activation
DESCRIPTION
What’s more boring than gasoline? Most people wouldn’t think about brand loyalty around a gas station, or much less pumping gas to be fun – but in the case of Murphy USA, their customers have become their biggest fans, spreading the word about them virally through Facebook, Twitter and Whrrl.TRANSCRIPT
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Leveraging Social Loyalty to Reinvent A Brand Case Study
PRESENTERS:
John Kim, VP of Products, Pelago
Casey Petersen, Social Media Manager, Murphy USA
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Who is Murphy USA?Only The Fastest Growing Gasoline Chain in the Nation . . .
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Whrrl mission: Increase the possibility of adventure in your daily life
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How? Societies: Social Graph 2.0
‣ A Community, Not a Badge ‣ Based on shared interests, passions and tastes‣ Suggested based on physical world patterns, social graph and Whrrl
Activity
‣ Game Mechanics ‣ Designed so the best recommenders and recommendations are
showcased
‣ Rewards‣ Reward users for checking in and inspiring others with their content
‣ Unprecedented Relevance‣ Whrrl supercharges the discovery with proprietary algorithms
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The Problem: Drive Social Loyalty to Murphy USA Brand
Context:
• Could Murphy use location based social mobile to reinvent the brand?
– Can Murphy USA help you have more fun?
– Can Murphy USA help you be more social?
• Competitors leveraging expensive traditional loyalty program based purely on transactions.
Opportunity:
• Could we invent a new location based social loyalty program to:
– Built on prizes
• Reduce management and balance sheet implications
• Involve suppliers
– Drive community
– Activate customers in the real-world
– Drive virality
Phases:
• Phase 1: Build business proof
• Phase 2: Build scale
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Whrrl Society Rewards Launched on July 1st
A Free Tank of Gas
A Free Tank of Gas
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Loyalty and Virality Drive Society Levels
Mor
e L
oyal
ty &
Inf
luen
ce
Trend-setter
Maven
VIP
Insider
Rookie
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Activation at the Pump
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Whrrl Driving Trial
44%Of Society Members had never
been to Murphy USA before program
44%Of Society Members had never
been to Murphy USA before program
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Whrrl Driving Consideration
85%Of Society members choose
Murphy USA over another gas retailer because of Whrrl program
85%Of Society members choose
Murphy USA over another gas retailer because of Whrrl program
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Whrrl Driving RetentionVisits/Customers/Month
4+Customers using Whrrl
4+Customers using Whrrl
2Industry Average
2Industry Average
• Whrrl Society Members are 3X More likely to visit more than once per week vs average customer.
• Nearly 50% visit 6+ times per month
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Whrrl Impacting Net Promoter ScoreLikeliness to Recommend
72% Of customers using Whrrl are
more likely to recommend Murphy USA because of
program.
72% Of customers using Whrrl are
more likely to recommend Murphy USA because of
program.
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Whrrl Driving WalletAverage Transaction Amount/Visit
$30+Customers using Whrrl
$30+Customers using Whrrl
$15Industry Average
$15Industry Average
• 56% of Society members are more likely to increase purchase due to the program
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Whrrl Climbing the Influence LadderMost influential channels by rank
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Brand ImpactMurphy USA helps me more social
% of people who responded 8+
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Brand ImpactMurphy USA helps me have more fun
% of people who responded 8+
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Phase 2: Pouring More Gasoline on Results
Movie Promotion with Warner Brothers
Multi-Vendor Supported Prizes
Community Development through Collective Bias
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Have Fun!
<Insert Murphy USA video>
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Top 3 Lessons Learned
1. Align goals of the business and the LBS service.
2. Building proof should first goal. Scale second.
3. Use LBS to highlight real people at your physical business in your broader social media efforts.
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Questions?
@jkimlosangeles - John Kim, VP of Products at Whrrl
@thatgeekcasey - Casey Petersen, Social Media Manager at Murphy USA