Google has recently launched of its most formidable competitor to Facebook yet – The Google+ Project or “Google+”. This comes hot on the heels of their launch, just eight weeks ago of “+1” – a way that users can vote on web content and search engine results that they like. GOOGLE+ is a huge extension to this concept.

Whose approach will win the search engine wars is the subject of much speculation, but I suggest the convergence of social across a wide range of marketing communications and programs – including loyalty programs – is bound to accelerate as a result of these new moves.
The timing for this new dawn of “socialism” is opportune for loyalty marketers. We carry increased pressure to garner engagement while we’re seeing a general decline in the effectiveness of classic rewards or quid-pro-quo programs. We want to create deeper experiences for our best customers, but can’t afford to build vast infrastructure or promotions to do it. And more “cash conscious and cash forward” consumers aren’t as interested in having to maintain a high purchase volume to earn a discount – they want recognition for choosing you at all.

Integration of social networking features within shopping is a natural fit (in fact, both Google and Bing accommodate social shopping from the search perspective). Whether we shop in physical or online stores, sharing opinions, getting recommendations and getting recognition are almost always a desirable experience.

One thought provoking feature found in both Google and Bing implementations is an expression of who in your networks endorses the results you’re seeing. Imagine the boost to users who may love your brand (not to mention the boost to you) if any one of those endorsers is “badged” as a premier “Your Brand” customer. There’s also the concept of “Life Lines” in these new implementations – asking your friends to help find answers you’re looking for.  In their cases, it’s the benefit of improving search for users and their networks, but for retailers, there could be many more incentives – from Facebook credits to shopper status or in-store discounts.

Social networking provides the means for engagement, rewards, and reaching influencers among other great things. The challenge, of course, is to build an effective strategy that ties these capabilities together in a way that’s meaningful for your brand and the loyal customers you seek. But with rewards that can be as affordable as recognition – a valuable social network currency – and a potentially much more affordable infrastructure, your search for new possibilities for loyalty may be over. Find out more about how you can offer more to your customers base with digitalpop.com.au make enquiries today, we’ll show you how to incorporate all your marketing efforts as a united front.