Ty Haney
speaker
123 appearances
1 recordings
1 series
first heard May 2025
last heard May 2025
Ty Haney’s voice in public audio — every appearance, attributed to the second.
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Appearances
actions that they've taken, coins earned and status, all of that on the brand side is viewable in essentially your community CRM. And then we have really cool integrations with Shopify and Klaviyo.
And so as you have this rich data that ports into Klaviyo and makes essentially all your performance marketing, email, et cetera, like more personalized and sophisticated because of all this rich data that you're able to port from members that engage with you on 2IB into your email service. And then on the Shopify front, it's quite cool.
We're able to compare the value of a member versus non-member and over time. And so the holy grail of loyalty is how do we make members more valuable over time? And I think we have 200 brands on platform now. And there's two metrics that really matter. When you look at community members versus non-community members, increased frequency of purchase and then increased lifetime value.
That's essentially what the tool does for brands. And really, at the end of the day, it's proving that community can become a growth channel.
Exactly. It comes down at the end of the day to brand fan incentivization. We call it community commerce. And so that's the crux of it. And for me, the future of brand building is two part. It's co-creation.
So almost taking that Reddit thread, let's say Glossier Reddit thread, where there's clear evidence that people really care and talk about the brand in-house and then rewarding for productive and valuable behavior.
Yeah. I mean, there's such a standard for what traditional loyalty programs look and feel like. It's like baked into your site as a brand. It's points for purchases that you then earn on your birthday. It's such a rote, I guess, program. And so we've kind of exploded that definition to include a lot more of the fun, active participant.
type behavior where we as brand builders know things like high-quality, authentic, user-generated content is something that I'd happily pay for, right? Generally, brands would want this experience white-labeled. What we very much believe in at TYB is Users want one portal into rewards and relationships from their favorite brands.
And they want essentially their status with one brand to potentially mean something across this universe of brands within the TYB experience. And so the early innings was us convincing brands that loyalty just on their site and this traditional points system was ultimately not where the engagement happens. And rather...
fans of the future, the most high value consumers are going to be in an app playing games and they want all of their favorite friends and interests and favorite products in one spot. Brands were resistant to that. Now we see 50% monthly active users in the TYB app, which is for every brand that signs on by far their most engaged channel.
So where the engagement happens, we're then connecting that and being able to show the frequency of purchase in LTV. And It's cool because every brand that comes on expands the ecosystem. And so this becomes very much like a multi-brand loyalty network.
And it's where people are on a daily basis tuning in, completing challenges, collecting badges, progressively earning status within communities to unlock special perks. And I think game at the end of the day says a lot of it because loyalty hasn't felt like a game. It hasn't been a fun thing to engage with. And loyalty status within one brand hasn't spoken to others.
And that's what I think becomes quite compelling over time.
Yeah, it's quite simple. So TYB. they promote it across their own channels. So join our rewards program or membership or community. People can use whatever term they like. But it's simple.
You're essentially like taking a link, brand.tyb.xyz, across email, across social, linking to it, and then your users unlock a membership collectible and then have access to your world where they can share or play with other people that are part of the community and complete challenges, shop, et cetera.
Mm-hmm.
This journey from software. soft, W-E-A-R, leggings to software, W-A-R-E, has been a journey because it's like wildly different, especially not as a technical person. I haven't learned to code and have been very conscious of bringing exceptional technical talent onto the team. It's been interesting because, again, like similar to Joggy, we've been
Solving for a pain point that I, in my early innings, felt deeply. We didn't have that direct access to our superfans or a tool to prove that this engagement ultimately can be quite valuable. And so solving for a pain point, I think at any point in time is ultimately a valuable space to play in. Like I uniquely know the pain points of the customers that we're serving.
I think of it as like the next gen, kind of Gen Z Amex, where it becomes where I as a consumer have my status. And so that status means things across all of the brands and ecosystems that I want to. engage with and it really becomes part of my identity, this idea of proof of fan.
For instance, Rare Beauty, Selena Gomez's brand is on platform and when you enter the community you start in level one and they have fun names for it and then as you complete challenges, refer friends into the Rare community and complete obsessions around products that you love, you're progressively earning your way into higher status.
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