Womma Webinar with Extole & J. Hilburn
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Transcript of Womma Webinar with Extole & J. Hilburn
The Power of Social Referrals
Nichole Goodyear, Strategic Advisor, Extole @ngoodyear @ExtoleInc
Neal Patel, VP Technology, J. Hilburn @JHilburn
February 8, 2012
© 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
AGENDA
2 © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
1. Introduction 2. Market Landscape
3. Consumer-to-Consumer Social Marketing
4. Social Referral Case Study – J. Hilburn
5. Key Takeaways 6. Q&A
Market Landscape
3 © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
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
4 © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
EVOLUTION OF SOCIAL
5 © 2011 Extole, inc. All rights reserved. Proprietary/Confidential.
Social 1.0
• Social Media Monitoring
• Social Profiles & Social Connections
Social 2.0 – Social Communities & Social Graph
• Facebook Brand Profile – Amass Likes
• Twitter Profiles - Followers/Customer Service response
Social 3.0 – Social Commerce
• Customers as a powerful marketing channel • Social signal creation • Social buying
6 © 2011 Extole, inc. All rights reserved. Proprietary/Confidential.
CONSUMERS TRUST PEERS
• 90% of consumers trust friends
• 70% trust consumer opinions
CONNECTION TO CONSUMERS
7 © 2011 Extole, inc. All rights reserved. Proprietary/Confidential.
Consumer
SOCIAL BY THE NUMBERS
8 © 2011 Extole, inc. All rights reserved. Proprietary/Confidential.
• 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 ~90M 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
GOOGLE SEARCH BY THE NUMBERS
9 © 2011 Extole, inc. All rights reserved. Proprietary/Confidential.
• 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 – $10B Quarter Q4 2011
SEARCH IS BECOMING SOCIAL
10 10 © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
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WHAT’S NEXT
11 © 2011 Extole, inc. All rights reserved. Proprietary/Confidential.
• 82% of online world is spending time on social networks
• ~1 Billion Google searches per day
• Google’s digital revenue in 2010 was $29B; 97% from search
• Brands & consumers depend on search to find info & buy things
• Google doesn’t have access to Facebook data
Twitter & Google used to have a contract which allowed Google to have a “pipe” into Twitter
It makes sense that social & search would intersect AND…Google would include social signals (tweets, posts, shares, authority, relevancy) into
search algorithms affecting search results
So if…
Consumer-to-Consumer Social Marketing
12 © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
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 70 employees
COMPANY OVERVIEW
13 © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
C2C MARKETING DRIVES MEASURABLE RESULTS
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
© 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
Grow Acquisition
& Sales
• Increased volume of new leads
• Higher AOV (Average Order Value) & LTV
• 3-5x 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
15 © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
Social Referral Case Study J. Hilburn
16 © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
J. HILBURN OVERVIEW
• Custom luxury menswear, online ordering • Network of over 1,000 style advisors to measure for a
proper custom fit • No direct marketing
17 © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
J.HILBURN – THE CHALLENGE
• Historically relied on stylist referrals for new customers • Customer base organically referring new customers • Needed way to track, amplify & optimize customer referrals • Wanted to reward advocates, increase the brand’s social
presence, and gain insight into its customers’ social behaviors
18 © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
J. HILBURN – THE SOLUTION
• Launched Social Referral program in Sept 2011 • $50 voucher to social advocates for every referred friend
who purchases • Referred friends get $50 discount on first order of $100+ • Easy-to-use share tools to refer friends via Facebook,
Twitter, email and personal URLs
19 © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
J. HILBURN – PROMOTING THE PROGRAM
20 © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
• Promoted referral program via owned channels such as blog, Twitter, email, website and Facebook
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J. HILBURN – SHARING WITH FRIENDS
21 © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
• Easy-to-use share tools • Consumer to Consumer referrals via Facebook, Twitter,
email and personal URLs • Default messages social advocates can personalize
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J. HILBURN – PERSONALIZED FRIEND LANDING PAGE
22 © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
• Personalized friend referral landing page • Ensures highest level of friend trust, engagement,
and conversion
J. HILBURN – THE RESULTS
45 Days After Launch
• Identified over 1,000 brand social advocates • Averaged 12 shares per social advocate • Generated 10,000+ social shares via Facebook, Twitter,
and email • Drove 600+ new transactions and $250,000 in sales • Not only increased sales, it also improved overall
customer experience
23 © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
ü Social referrals amplify word-of-mouth ü Referral program improved customer experience ü Drove new and repeat sales ü Drove average order value up ü Must re-market program keeps users engaged & encourages
sharing (ongoing) ü Strategize on how referrals can tie into other social efforts
TAKE AWAY POINTS J. HILBURN KEY TAKEAWAYS
Key Takeways & Q & A
25 © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
TAKE AWAY POINTS CONCLUSION
26 © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
ü Consumer behavior has drastically changed, consumers trust content from friends and peers
ü Social is becoming an integral part of search ü Social advocates can be top marketing channel ü Consumer to consumer referrals drive results ü Social referral programs encourage the creation and sharing of
consumer-generated content
Thank you so much for your time today. We look forward to your questions! Resources: • J. Hilburn Case Study
– http://extole.com/case-study/j-hilburn/ • Extole Social Referral Best Practices
– http://extole.com/bp_guide/ For any additional questions, please contact us at [email protected]
Q & A
The Power of Social Referrals
Nichole Goodyear, Strategic Advisor, Extole @ngoodyear @ExtoleInc
Neal Patel, VP Technology, J. Hilburn
February 8, 2012
© 2012 Extole, inc. All rights reserved. Proprietary/Confidential.