Download - The Power of Social Referrals
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THE POWER OF SOCIAL REFERRALS
Trevor Legwinski, Director of Product Marketing, Extole Michele Farley, Affiliate Marketing Mgr, Vistaprint
@Extoleinc @Vistaprint
January 24, 2012
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CONSUMER BEHAVIOR IS CHANGING
“90% of consumers trust recommendations from their friends
– 3x more than online ads” - Nielsen, 2009
“74% of consumers rely on social networks to help them make
purchase decisions” - Gartner, 2010
“75-90% of the top 10 search results on any SERP have at least 1
Facebook like or Twitter tweet” - BrightEdge, 2011
Bing now delivers personalized search results based on what your
friends like - Bing, 2011
Users share 4B things a day on Facebook. Every year, people will
share 2x as much as the year before - Mark Zuckerberg, 2011
Content recommended by friends is often more relevant than content
from strangers. - Google, 2011
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SOCIAL BY THE NUMBERS
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• Social networking sites reach 82% of the world’s online population; representing 1.2 billion users worldwide
• Facebook ~800M estimated; 1 Billion users by Dec 2012
• Google + currently ~62M users; on track to reach 400M in year
• Twitter ~200M profiles
• LinkedIn ~135M members
• 1 in 5 minutes spent online is social networking; 3 in 4 minutes on social networking on Facebook
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SEARCH BY THE NUMBERS
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• Google Searches – ~1 Billion per day; ~42M per
hour ; ~47K per second – ~15% all searches came from
mobile devices, Early 2011
• Google Revenue – $29B 2010 Digital $ – 97% from search
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SEARCH IS BECOMING SOCIAL
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THE MARKETING OPPORTUNITY
TRADITIONAL Brand Created One Directional – Push Marketing
NOW Customer Generated Two Directional – Social Marketing
Less Trusted, Becoming Less Effective
Trusted, More Effective, Wider Reach
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C2C MARKETING GETS YOUR CUSTOMERS TO SHARE
Trusted Referrals from Friends
Social Advocates Promote Brand
Social Content Amplifies Awareness
Acquisition & Sales
Traffic & Awareness
Social ROI & Insight
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Measurable Social Results
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Grow Acquisition & Sales
• Increased volume of new leads
• Higher AOV (Average Order Value) & LTV
• 5x conversion over other channels
Increase Traffic & Awareness
• New referral traffic to brand.com
• Increased shares in the social graph
• Improved Social SEO rankings
Gain Social Insight & Measure ROI
• Understand your brand’s social graph
• Track advocates & influence across channels
C2C MARKETING BENEFITS
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Extole is the leading Consumer to Consumer (C2C) Social Marketing Platform for brands and agencies to turn customers into social advocates, tapping into a powerful new marketing channel
• Powering 200+ leading brands & agencies • Founded in 2009 • Based in San Francisco with over 60 employees
ABOUT EXTOLE
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ABOUT VISTAPRINT
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• Leading online provider of professional marketing products and services to micro businesses and the home
• Micro business = business with 1-10 employees • Founded in 1995 • Operate 24 localized websites and ship to over 120
countries • Serve over 11M customers annually • 3,100 employees globally
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VISTAPRINT ACQUISITON + SOCIAL STRATEGY
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• Vistaprint customer acquisition centered around traditional media
• Looking for social media conversational platform to interact with customers
• Interested in building WOM referral program • Extole’s strength was in peer-to-peer referrals
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SOCIAL REFERRAL PROGRAM
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Challenge: • Vistaprint has always had a
loyal base of users that love the brand
• Needed a way to easily let users share and provide incentives for doing so
• Didn’t want to spend valuable internal resources building an entire system to track and fulfill
Goals: • Drive measurable social activity
and significant incremental new user sales by offering a referral incentive that entices users to share
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OPTIMIZATION
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Optimized to make sharing process one step, seamless
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PROMOTING THE REFERRAL PROGRAM
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PROMOTING THE REFERRAL PROGRAM
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PROMOTING THE REFERRAL PROGRAM
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• Messaging to repeat customers • Unique message to program participants
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CROSS CHANNEL PROMOTION OF THE PROGRAM
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Post-‐purchase environment
Holiday email drop Site-‐wide footer
Dedicated Facebook Tab
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SOCIAL REFERRAL RESULTS
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10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Shares by Month
Shares by Month
Results-to-date: • Program has grown 60% from 2010 – 2011 • Cost of acquiring customer ¾ of traditional media • Over 200k participating advocates • On average, every advocate shares over 4 times per session • Every share receives an average of 2 ‘Friend Clicks’ across sharing
channels • Higher conversion rates than any other channel
New Advocates by Month
2,000
4,000
6,000
8,000
10,000
12,000
14,000
New Advocates
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SOCIAL CONTENT CREATED
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SOCIAL PROMOTIONS – POLLS & GROUP BUYING
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Value in WOM marketing, using current customers as sales force
Deliver messaging at positive, post-transactional touch points
Re-market the program to keep users engaged and encourage sharing (ongoing)
Strategize on how referrals can tie into existing and new social efforts
TAKE AWAY POINTS VISTAPRINT KEY TAKEAWAYS
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TAKE AWAY POINTS CONCLUSION
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Consumer behavior has drastically changed, consumers trust content from friends and peers
Social is becoming an integral part of search and your SEO strategy
Consumer-generated content is a critical part of your marketing strategy
Your customer advocates can become one of your best marketing channels
Social referral programs encourage the creation and sharing of consumer-generated content
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Contact Us:
San Francisco 625 2nd Street, Suite #101 San Francisco, CA 94107
23 23
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