Drive Leads not Likes: How to Build an Integrated Social Referral Campaign
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Transcript of Drive Leads not Likes: How to Build an Integrated Social Referral Campaign
Drive Leads not Likes: How to Build an Integrated Social Referral Campaign
March 26th, 2013
Kristy Grayson, DeluxeAllison Dyer, MarketoRobin Bordoli, Marketo
Allison Dyer
Social Marketing Consultant, Marketo@dyerallison
Kristy Grayson
Director of Integrated Marketing, Deluxe@kristygrayson
Robin Bordoli
General Manager - Social Marketing Marketo@rbordoli
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Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides
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Why? How?
Social Marketing
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Almost everyone is doing it
Harvard Business Review 3/2013 - Social Media: What Most Companies Don't Know
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Peer to Peer more powerful than Company to Buyer
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B2B not far behind B2C
Yes76%
No22%
Don't know2%
Total
Yes79%
No20%
Don't know1%
B2C
Yes68%
No26%
Don't know6%
B2B
Source: The Chief Marketer 2012 Social marketing Survey polled 1,050 active marketing professionals at brands and agencies distributed across a range of industry verticals, including manufacturing, retail, financial, healthcare, travel, entertainment, publishing, advertising, database and nonprofit sectors, from August 7 to September 10, 2012.
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It’s never been easier
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✔ ✗
You can drive revenue, not just likes
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SocialMarketingManager
Social Marketing is no longer a silo
Allison Dyer
Social Marketing Consultant, Marketo@dyerallison
Kristy Grayson
Director of Integrated Marketing, Deluxe@kristygrayson
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Deluxe: The Quick Facts
• Nearly 100 years in business• America’s best known check brand• 1/3 of our revenue now comes from outside our core
business• 6,200 financial institution clients and 4 million active
small business customers
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Referral Marketing – The What!
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Referral Marketing – The What!
RECEIVE FREE
ADMISSION
GET IN
FREE
GET $20 GIFT
CARD
Get 50% OFF
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Referral Marketing – The What!
RECEIVE A
MONTH
FREERECEIVE
FREE ADMISSION
GET IN
FREE
EARN
$20
GET $20 GIFT
CARD
WIN A
TRIP!
Get 50% OFFWin 2
Ticket
s!
WIN AN
IPAD
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Referral Marketing – The What!
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Referral Marketing – The What!
Refer 3 Friends
and win an IPAD!
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Referral Marketing – The What!
Refer 3 Friends
and win an IPAD!
Page 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The What!
Refer 3 Friends
and win an IPAD!
Page 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The What!
Refer 3 Friends
and win an IPAD!
Page 21© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral Marketing – The What!
Refer 3 Friends
and win an IPAD!
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Referral Marketing – The What!
Refer 3 Friends
and win an IPAD!
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Referral Marketing – The Why!
FACT: Businesses who share content across social networks has increased by 70% in 2013
FACT: On average, WOM recommendations result in 3 to 5X higher conversion rates than other channels
FACT: People trust advice from friends more than they trust brands“The basic idea here is that the best type of advertising is a message from a friend.”Source: Mark Zuckerberg
Word of Mouth: Comes with a 92% trust rate!Source: Nielsen Research 2012
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Referral Marketing – The How!5 Easy Steps to Successful Referral Marketing
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Referral Marketing – The How!5 Easy Steps to Successful Referral Marketing
1Create an Exciting
Offer
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Referral Marketing – The How!5 Easy Steps to Successful Referral Marketing
1 2Create an Exciting
Offer
Promote the Offer
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Referral Marketing – The How!5 Easy Steps to Successful Referral Marketing
1 2 3Create an Exciting
Offer
Promote the Offer
Keep it Simple
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Referral Marketing – The How!5 Easy Steps to Successful Referral Marketing
1 2 3
4
Create an Exciting
Offer
Optimize
Promote the Offer
Keep it Simple
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Referral Marketing – The How!5 Easy Steps to Successful Referral Marketing
1 2 3
4 5
Create an Exciting
Offer
Optimize
Promote the Offer
Keep it Simple
Measure
Success
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Create an Exciting Offer1
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Leverage Marketo
1 Select Referral Offer
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Leverage Marketo
12
Select Referral Offer
Create Referral Offer with Marketo
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Leverage Marketo
12
Select Referral Offer
Create Referral Offer with Marketo
3
LAUNCH Referral Offer!
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The Results!Deluxe Knowledge Exchange 2013 Event Referral Offer
• 23% increase in registrations• 120% increase in opened
emails• 500% increase in clicks on
event related Facebook posts• 8.6% increase in Twitter
followers• 635 Tweets throughout the
conference
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Promote the Offer2
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The Results!
• 37% Response Rate• 25% Requested Meetings• 3% Valued at 200K Additional Revenue
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Keep it Simple3
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How Marketo Automates the Referral Process
1. Referral Activate
d
2. Personal
Email Triggered
3. Automate
d Fulfillment
4. Participants
Share
5. Nurture Leads
6. Analyze
7. Remarket
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How Marketo Automates the Referral Process
Effective Personal Engagement
Creates Efficiency
1. Referral Activate
d
2. Personal
Email Triggered
3. Automate
d Fulfillment
4. Participants
Share
5. Nurture Leads
6. Analyze
7. Remarket
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How Marketo Automates the Referral Process
Effective Personal Engagement
Creates Efficiency
Discover your Influencers
Proving ROI
1. Referral Activate
d
2. Personal
Email Triggered
3. Automate
d Fulfillment
4. Participants
Share
5. Nurture Leads
6. Analyze
7. Remarket
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How Marketo Automates the Referral Process
Effective Personal Engagement
Creates Efficiency
Discover your Influencers
Proving ROI
1. Referral Activate
d
2. Personal
Email Triggered
3. Automate
d Fulfillment
4. Participants
Share
5. Nurture Leads
6. Analyze
7. Remarket
What was manual and time
consuming is now automated!
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• 25% Overall Share Rate• 1 M Social Reach• 32% Click-Back Rate
Optimize Carbonite Free Trial Referral Offer4
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Measure SuccessTraffic, Interaction, Sharing, Conversions, Reach
5
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Campaign Analytics –Social Participants
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Key Metrics for Marketers?
• Followers, fans, members, subscribers (to competition)• Tweets, comments, discussion threads• Blog posts• Reach• Sentiment• Sales team utilization• Deal velocity• Revenue tracked to social leads
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1 2 3
4 5
Create an Exciting
Offer
Optimize
Promote the Offer
Keep it Simple
Measure
Success
Keys to Success
QUESTIONS?
Thank You!