More Related Content Similar to Womma Webinar with Extole & J. Hilburn (20) Womma Webinar with Extole & J. Hilburn1. 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.
2. AGENDA
1. Introduction
2. Market Landscape
3. Consumer-to-Consumer Social Marketing
4. Social Referral Case Study – J. Hilburn
5. Key Takeaways
6. Q&A
2
© 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
3. Market Landscape
3
© 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
4. THE MARKETING OPPORTUNITY
TRADITIONAL NOW
Brand Created Customer Generated
One Directional – Push Marketing Two Directional – Social Marketing
Less Trusted, Trusted,
Becoming Less More Effective,
Effective Wider Reach
4
© 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
5. EVOLUTION OF SOCIAL
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
5
© 2011 Extole, inc. All rights reserved. Proprietary/Confidential.
6. CONSUMERS TRUST PEERS
• 90% of
consumers
trust friends
• 70% trust
consumer
opinions
6
© 2011 Extole, inc. All rights reserved. Proprietary/Confidential.
8. SOCIAL BY THE NUMBERS
• 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
8
© 2011 Extole, inc. All rights reserved. Proprietary/Confidential.
9. GOOGLE SEARCH BY THE NUMBERS
• 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
9
© 2011 Extole, inc. All rights reserved. Proprietary/Confidential.
10. SEARCH IS BECOMING SOCIAL
1
2
3
4
10
© 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
11. WHAT’S NEXT
So if…
• 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
11
© 2011 Extole, inc. All rights reserved. Proprietary/Confidential.
13. COMPANY OVERVIEW
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
13
© 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
14. C2C MARKETING DRIVES MEASURABLE RESULTS
Acquisition
& Sales
Traffic &
Awareness
Social ROI
& Insight
Social Advocates Social Content Trusted Referrals Measurable Social
Promote Brand Amplifies Awareness from Friends Results
14
© 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
15. C2C MARKETING BENEFITS
Grow Acquisition Increase Traffic & Gain Social Insight
& Sales Awareness & Measure ROI
• Increased volume • New referral traffic • Understand your
of new leads to brand.com brand’s social
graph
• Higher AOV • Increased shares
(Average Order in the social graph • Track advocates &
Value) & LTV influence across
• Improved Social
channels
• 3-5x conversion SEO rankings
over other channels
15
© 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
16. Social Referral Case Study
J. Hilburn
16
© 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
17. 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.
18. 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.
19. 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.
20. J. HILBURN – PROMOTING THE PROGRAM
1
2
• Promoted referral program via owned channels such
as blog, Twitter, email, website and Facebook
20
© 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
21. J. HILBURN – SHARING WITH FRIENDS
1
2
3
4
• Easy-to-use share tools
• Consumer to Consumer referrals via Facebook, Twitter,
email and personal URLs
• Default messages social advocates can personalize
21
© 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
22. J. HILBURN – PERSONALIZED FRIEND LANDING PAGE
• Personalized friend referral landing page
• Ensures highest level of friend trust, engagement,
and conversion
22
© 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
23. 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.
24. J. HILBURN KEY TAKEAWAYS
TAKE AWAY POINTS
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
25. Key Takeways & Q & A
25
© 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
26. CONCLUSION
TAKE AWAY POINTS
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
26
© 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
27. Q&A
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
webinar@extole.com
28. 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.