A case study of how to use Extole's social referral software to promote virtual card provider Entropay.

1. Growing the EntroPay user base
Business case for a refer-a-friend campaign
December 19, 2011

2. Campaign planning: starting points
• Goal: acquire new customers via referrals from existing
customers
• First, decide a timeline for this campaign, eg: over four
quarters.
• Second, confirm that the target referral figure: eg: 10% of
1m users = acquisition aim of 100K users.
• Thirdly, how can we target existing users to refer, eg: top
10% to generate the new users?

3. Duration –
the longer
the better..

4. Campaign planning: user base
• Tactic: to target from EntroPay database the most active
users with the highest average order value – your ‘brand
advocates’
• Benefit: the added benefit that new users generated this
way more active users of EntroPay
• Design: This built into the design of the referral
programme

5. Campaign planning: referral design
• Incentive: structure of the program would need to set the
level of the offer and the sign up reward
• Offer: eg: £5 for referrer, £5 for each friend, with rising
scale for multiple sign-ups >> Budget
• Channels: promoted via Website, Facebook, Twitter,
Email and Personal URLs
• Business bonus: What are some of the other benefits of
a successful referral campaign? >>

6. And some of the other
benefits of social
referrals..

7. Campaign planning: channels
• Timeline: after confirming a target timeline, and a budget,
and which users to target on the database, what next?
• Channels: we need to consider which channels best to
use
• Tracking: and we need to have a robust campaign
tracking system to monitor performance for easy reporting

8. Typical share of
response by promotion
placement

9. Campaign planning: channel execution
• CMS: look to get access to the CMS to generate banners,
and a landing page which has analytics set up to monitor
success
• Social: plus set up Facebook Page, with landing page,
using FB Insights
• Email marketing: use Dotmailer to A/B test email
marketing based on variations of subject line – again to
monitor and adapt campaign across timeline

10. ..billmyparents are
looking to go
global..opportunity
?

11. Campaign planning: In-house vs 3rd party
• Builder: final element is to consider in terms of the costing
as to whether a specialist social marketing provider would
return a higher ROI
• Benefits: 3rd party specialist would have the advantage of
built-in metrics, cross-sector expertise, and ability to tie
together the channels in one dashboard

12. Campaign planning:
Using simple KPIs
PLAN
Increase in user base by 10% over a given time
KPI Objectives
period
Metrics Numbers of new users signed up
Benchmark 5% increase at campaign mid-point
Ensure weekly monitoring to track results –
Results >> feedback performance into programme design
reviews

13. Campaign planning:
populate and share the
project plan
Campaign timeline: 1st quarter 2nd quarter 3rd quarter 4th quarter
2012
Actions
Design program Review at quarter’s Review at quarter’s Review at quarter’s
- determine Budget end end end
- fix aim and obj’s (tactics to improve (tactics to improve (tactics to improve
- in-house/ 3rd party? performance) performance) performance)
Launch program
(home page; email;
social channels)
Review at quarter’s
end
(tactics to improve
performance) against
KPIs

14. Growing the EntroPay user
base = growing a
community of brand
advocates!