Keynote presentation with Extole and Vistaprint from 2012 Social Commerce Strategies conference. The presentation includes an overview of social referral programs, as well as an overview of Vistaprint's social referral program and promotions powered by Extole.
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The Power of Social Referrals
1. THE POWER OF SOCIAL REFERRALS
Trevor Legwinski, Director of Product Marketing, Extole
Michele Farley, Affiliate Marketing Mgr, Vistaprint
@Extoleinc @Vistaprint
January 24, 2012
21. VISTAPRINT KEY TAKEAWAYS
TAKE AWAY POINTS
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
To set the stage for why C2C Social Marketing is so important, let’s talk about how consumer behavior is changing. People share more online every day. “Zuckerberg’s Law” states that the amount of consumer sharing online is doubling year over yearAt the same time, consumers trust recommendations from their friends (and strangers) 3x more than they trust brand messages online. 74% of consumers now say that they rely on social networks to help them make purchasing decisionsSearch engines are responding to the value of user-generated content and factoring it higher into their algorithms, displaying social content higher on Search Engine Results Placement (SERP) pages. Both Google and Bing have recently announced updates to their search algorithms to include user-generated content. And they are taking it even further, looking at how to personalize search results based on what friends like.
Use highlighted words as speaking guideChart shows total global internet visitors in blue and social networking in yellow
1 Billion Google Search per day Show of hands how many people in the audience have used Google in the last 24 hours? So…if consumers are spending record time on Social Networks AND according to logic and the Nielson Study highest degree of trust is friends and strangers (i.e. people leaving product reviews who influence our purchase behavior – show of hands anyone use a recommendation/referral from a friend OR consumer review that influenced something you have purchased in the last 60 days?”- So if we spend more time on social networks, we have ability to exponential connect via friends, likes, followers
Google – Search Plus Your World Bing – Integrating large amounts of friend data to help you make purchase decisions. Facebook partnership allows Bing to tap into the search experience. See what content your friends have liked, bought and content they have shared related to your topic of search. Making search a much more collaborative experience and further instilling why brands need to focus. Bing now powers Facebook’s internal search engine.
What this means is that there is a massive new marketing opportunity for companies. Traditional B2C or B2B marketing approaches push out brand content to the market – whether via traditional channels – print, TV, radio, billboard, or digital channels – search, display, social networksYou may question whether this brand-focused approach applies to marketing via social networks. Over the past few years, brands have used social networks to build a presence, but this presence was really just an extension of their traditional marketing approach, pushing brand content out to these social channels. They are building brand pages and driving likes, fans, and engagement, but struggling with the ROI of their social marketing investments.At Extole, we see an enormous new opportunity for marketers to harness the reach of their social advocates and foster consumer-to-consumer, social dialogues about their products – generating trusted WOM referrals and amplifying reach. Brands have the opportunity to identify loyal social advocates who are willing to create content and promote the brand for them. The increase in consumer sharing online, combined with the reach of social networks has produced an incredible new channel for brands to drive high quality sales and acquisition through social referrals
C2C Marketing is based on the premise of WOM Marketing. Word of mouth has always been a high-value marketing channel for brads; however, there wasn’t an easy way to automate and measure this traditionally offline process. With the increasing amount of consumer online sharing and conversations brands have a new opportunity:Brands can identify advocates & motivate advocates to promote the brand to their social communities – turning them into “social advocates”The promotions and recommendations create social content – emails, shares, tweets, testimonials, conversations, which, in turn, amplify awareness and reachFriends receive trusted referrals and either purchase, redeem, or register – which restarts the cycle as these new customers in turn become advocates themselves.The C2C Marketing process results in measurable social results – new high-value leads and sales, increased traffic and awareness – including improved search based on the social content generated, social insight and ROIAnd the entire process amplifies over time
Extole is the leading Consumer-to-Consumer (C2C) Social Marketing platform that enables brand and agencies to turn existing customers into social advocates. Advocates that promote the brand to their social graphs, tapping into a powerful new marketing channel based on the power of social referrals.We were founded in 2009 and are based in San Francisco, CA. To date, we power social referrals for over 200 brandsWe’re part of the Facebook Preferred Developer Community and a member of WOMMA – the word of mouth marketing association