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#RIC15
The	
  R-­‐Factor:	
  
Ge/ng	
  Customers	
  through	
  Customers	
  
Sco+  Samios,  Extole
#RIC15
Imagine	
  your	
  ideal	
  adver0sing	
  partner.	
  
#RIC15
#RIC15
	
  	
  
	
   	
   	
  Targeted	
  
Your	
  ideal	
  adver0sing	
  partner	
  
Yes	
   No	
  
#RIC15
	
  	
  
	
   	
   	
  Targeted	
  
Your	
  ideal	
  adver0sing	
  partner	
  
Yes	
   No	
  
#RIC15
	
  	
  
	
   	
   	
  Targeted	
  
	
   	
   	
  Personalized	
  
Your	
  ideal	
  adver0sing	
  partner	
  
Yes	
   No	
  
#RIC15
	
  	
  
	
   	
   	
  Targeted	
  
	
   	
   	
  Personalized	
  
Your	
  ideal	
  adver0sing	
  partner	
  
Yes	
   No	
  
#RIC15
	
  	
  
	
   	
   	
  Targeted	
  
	
   	
   	
  Personalized	
  
	
   	
   	
  Effec0ve	
  in	
  every	
  channel,	
  including	
  offline	
  
	
   	
   	
  	
  
Your	
  ideal	
  adver0sing	
  partner	
  
Yes	
   No	
  
#RIC15
	
  
	
   	
   	
  Targeted	
  
	
   	
   	
  Personalized	
  
	
   	
   	
  Effec0ve	
  in	
  every	
  channel,	
  including	
  offline	
  
	
   	
   	
  Acquire	
  customers	
  who	
  have	
  a	
  higher	
  LTV	
  
Your	
  ideal	
  adver0sing	
  partner	
  
Yes	
   No	
  
#RIC15
	
  	
  
	
   	
   	
  Targeted	
  
	
   	
   	
  Personalized	
  
	
   	
   	
  Effec0ve	
  in	
  every	
  channel,	
  including	
  offline	
  
	
   	
   	
  Acquire	
  customers	
  who	
  have	
  a	
  higher	
  LTV	
  
	
   	
   	
  Acquire	
  customers	
  who	
  give	
  you	
  higher	
  NPS	
  
	
   	
   	
  Drive	
  reten0on	
  
	
   	
   	
  Reac0vate	
  dormant	
  customers	
  
Your	
  ideal	
  adver0sing	
  partner	
  
Yes	
   No	
  
#RIC15
	
  	
  
	
   	
   	
  Targeted	
  
	
   	
   	
  Personalized	
  
	
   	
   	
  Effec0ve	
  in	
  every	
  channel,	
  including	
  offline	
  
	
   	
   	
  Acquire	
  customers	
  who	
  have	
  a	
  higher	
  LTV	
  
	
   	
   	
  Acquire	
  customers	
  who	
  give	
  you	
  higher	
  NPS	
  
	
   	
   	
  Drive	
  reten0on	
  
	
   	
   	
  Reac0vate	
  dormant	
  customers	
  
Your	
  ideal	
  adver0sing	
  partner	
  
Yes	
   No	
  
*Checkbox	
  graphic	
  created	
  by	
  Frederick	
  Allen	
  from	
  the	
  Noun	
  Project	
  	
  
#RIC15
Your	
  exis9ng	
  customers	
  are	
  your	
  best	
  adver0sing	
  partner.	
  
#RIC15
#RIC15
	
  
	
  
	
  
More	
  customers,	
  beQer	
  customers	
  
#RIC15
What	
  is	
  a	
  “beQer”	
  customer?	
  
#RIC15
What	
  is	
  a	
  “beQer”	
  customer?	
  
For	
  AAA...	
  
#RIC15
What	
  is	
  a	
  “beQer”	
  customer?	
  
For	
  AAA...	
  
#RIC15
What	
  is	
  a	
  “beQer”	
  customer?	
  
For	
  a	
  leading	
  bank...	
  
#RIC15
What	
  is	
  a	
  “beQer”	
  customer?	
  
For	
  a	
  leading	
  bank...	
  
#RIC15
What	
  is	
  a	
  “beQer”	
  customer?	
  
For	
  a	
  leading	
  bank...	
  
#RIC15
What	
  is	
  a	
  “beQer”	
  customer?	
  
#1	
  source	
  of	
  new	
  to	
  file	
  
Significant	
  source	
  of	
  36	
  –	
  48mo	
  re-­‐ac0va0ons	
  
3x	
  conversion	
  rate	
  
#RIC15
And	
  the	
  gold	
  standard	
  of	
  customer	
  quality…	
  
#RIC15
And	
  the	
  gold	
  standard	
  of	
  customer	
  quality…	
  
They	
  are	
  more	
  likely	
  to	
  refer	
  new	
  customers.	
  
#RIC15
0%	
  
5%	
  
9%	
  
14%	
  
18%	
  
Cust 1 Cust 2
3.2x	
  
5.3x	
  
We	
  call	
  it	
  R-­‐Factor	
  
The	
  rate	
  at	
  which	
  a	
  customer	
  	
  
refers	
  other	
  customers	
  
Retailer	
  1	
   Retailer	
  2	
  
Other	
  
channels	
  
Other	
  
channels	
  
Referral	
  
channel	
  
Referral	
  
channel	
  
#RIC15
Every	
  customer	
  is	
  a	
  prospec0ve	
  advocate.	
  
#RIC15
#RIC15
#RIC15
#RIC15
This	
  is	
  your	
  new	
  channel	
  
Email	
   Referral	
   Search	
  
#RIC15
%	
  CTR	
  
Advocates
Shares
Conversions
%	
  advocacy	
  rate	
   %	
  advocacy	
  rate	
  
#	
  per	
  advocate	
   #	
  per	
  advocate	
  
%	
  CTR	
  
#	
   #	
  
1.88x	
  
52.6%	
  
6.19%	
  
18%	
  
2.5x	
  
47.0%	
  
7.4%*	
  
12.4%	
  
*Based	
  on	
  Extole	
  3/1	
  Retail	
  Benchmarks	
  
Friend visits
It	
  is	
  measurable	
  
#RIC15
#RIC15
It	
  can	
  be	
  op9mized	
  
#RIC15
Web	
  
Social	
  
Mobile	
  
Discovery	
   Considera0on	
   Purchase	
   Reten0on	
  
Email	
  
Offline	
  
It	
  is	
  cross-­‐device...and	
  everywhere	
  
#RIC15
You	
  can	
  ask	
  
for	
  a	
  referral	
  
in	
  the	
  
product	
  itself	
  
#RIC15
…	
  and	
  in	
  the	
  app	
  
#RIC15
	
  
“Best	
  giDs,	
  at	
  great	
  prices.”	
  
“Get	
  decently	
  priced,	
  
monogrammed	
  giDs	
  from	
  
Kipling!”	
  
“Hi	
  check	
  out	
  on	
  this	
  product.	
  If	
  
you	
  want	
  a	
  new	
  bag	
  think	
  about	
  
Kipling.	
  Now	
  you	
  can	
  have	
  $15	
  
discount	
  if	
  you	
  make	
  purchase	
  of	
  
$75	
  or	
  more.	
  “	
  
“You	
  have	
  just	
  received	
  $15	
  from	
  Silvia.	
  
Spend	
  it	
  here	
  on	
  any	
  Handbag	
  Backpack	
  
or	
  much	
  much	
  more.	
  	
  Merry	
  Christmas”	
  
“These	
  are	
  awesome	
  bags!!!!!”	
  
“Awesome	
  site,	
  just	
  saved	
  
14%	
  for	
  date	
  night”	
  
	
  “Mo,	
  shut	
  the	
  front	
  door.	
  
this	
  is	
  nuts!!!!!!!!!!!”	
  	
  
It	
  is	
  personal	
  
#RIC15
Yo dog: I'm sending you a referral for Carbonite. They have a deal
now where they're giving 20% off a 2 year subscription and 30% off
a 3 year subscription for new clients only. AND, if you sign up via
this referral, we BOTH get a $20 gift card to apply to our accounts.
I realize I sound like a Carbonite sales guy right now, but it's me, I'm
writing this.
I'm going to prove it by calling you a bitch. Bitch. --Rex
…	
  some0mes	
  too	
  personal	
  
#RIC15
And	
  we	
  can	
  target	
  real	
  customers	
  
#RIC15
especially	
  when	
  
they	
  become	
  
#superadvocates	
  
#RIC15
How	
  does	
  Extole	
  help	
  you	
  find	
  
beQer	
  customers?	
  	
  
	
  
Plagorm.	
  Experience.	
  
Provide Instant
Benefits
Create & measure
“referral impressions” to
create a true acquisition
channel.
Realtime rewards,
automated quality
scoring and fraud
detection to create
instant gratification for
both friends & referrers.
Make it Easy
Create a truly
frictionless sharing
experience.
Registration & logins kill
conversion.
Promote Referrals
Everywhere
#RIC15

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The R-Factor: Getting Customers Through Customers

  • 1. #RIC15 The  R-­‐Factor:   Ge/ng  Customers  through  Customers   Sco+  Samios,  Extole
  • 2. #RIC15 Imagine  your  ideal  adver0sing  partner.  
  • 4. #RIC15          Targeted   Your  ideal  adver0sing  partner   Yes   No  
  • 5. #RIC15          Targeted   Your  ideal  adver0sing  partner   Yes   No  
  • 6. #RIC15          Targeted        Personalized   Your  ideal  adver0sing  partner   Yes   No  
  • 7. #RIC15          Targeted        Personalized   Your  ideal  adver0sing  partner   Yes   No  
  • 8. #RIC15          Targeted        Personalized        Effec0ve  in  every  channel,  including  offline           Your  ideal  adver0sing  partner   Yes   No  
  • 9. #RIC15        Targeted        Personalized        Effec0ve  in  every  channel,  including  offline        Acquire  customers  who  have  a  higher  LTV   Your  ideal  adver0sing  partner   Yes   No  
  • 10. #RIC15          Targeted        Personalized        Effec0ve  in  every  channel,  including  offline        Acquire  customers  who  have  a  higher  LTV        Acquire  customers  who  give  you  higher  NPS        Drive  reten0on        Reac0vate  dormant  customers   Your  ideal  adver0sing  partner   Yes   No  
  • 11. #RIC15          Targeted        Personalized        Effec0ve  in  every  channel,  including  offline        Acquire  customers  who  have  a  higher  LTV        Acquire  customers  who  give  you  higher  NPS        Drive  reten0on        Reac0vate  dormant  customers   Your  ideal  adver0sing  partner   Yes   No   *Checkbox  graphic  created  by  Frederick  Allen  from  the  Noun  Project    
  • 12. #RIC15 Your  exis9ng  customers  are  your  best  adver0sing  partner.  
  • 14. #RIC15       More  customers,  beQer  customers  
  • 15. #RIC15 What  is  a  “beQer”  customer?  
  • 16. #RIC15 What  is  a  “beQer”  customer?   For  AAA...  
  • 17. #RIC15 What  is  a  “beQer”  customer?   For  AAA...  
  • 18. #RIC15 What  is  a  “beQer”  customer?   For  a  leading  bank...  
  • 19. #RIC15 What  is  a  “beQer”  customer?   For  a  leading  bank...  
  • 20. #RIC15 What  is  a  “beQer”  customer?   For  a  leading  bank...  
  • 21. #RIC15 What  is  a  “beQer”  customer?   #1  source  of  new  to  file   Significant  source  of  36  –  48mo  re-­‐ac0va0ons   3x  conversion  rate  
  • 22. #RIC15 And  the  gold  standard  of  customer  quality…  
  • 23. #RIC15 And  the  gold  standard  of  customer  quality…   They  are  more  likely  to  refer  new  customers.  
  • 24. #RIC15 0%   5%   9%   14%   18%   Cust 1 Cust 2 3.2x   5.3x   We  call  it  R-­‐Factor   The  rate  at  which  a  customer     refers  other  customers   Retailer  1   Retailer  2   Other   channels   Other   channels   Referral   channel   Referral   channel  
  • 25. #RIC15 Every  customer  is  a  prospec0ve  advocate.  
  • 29. #RIC15 This  is  your  new  channel   Email   Referral   Search  
  • 30. #RIC15 %  CTR   Advocates Shares Conversions %  advocacy  rate   %  advocacy  rate   #  per  advocate   #  per  advocate   %  CTR   #   #   1.88x   52.6%   6.19%   18%   2.5x   47.0%   7.4%*   12.4%   *Based  on  Extole  3/1  Retail  Benchmarks   Friend visits It  is  measurable  
  • 32. #RIC15 It  can  be  op9mized  
  • 33. #RIC15 Web   Social   Mobile   Discovery   Considera0on   Purchase   Reten0on   Email   Offline   It  is  cross-­‐device...and  everywhere  
  • 34. #RIC15 You  can  ask   for  a  referral   in  the   product  itself  
  • 35. #RIC15 …  and  in  the  app  
  • 36. #RIC15   “Best  giDs,  at  great  prices.”   “Get  decently  priced,   monogrammed  giDs  from   Kipling!”   “Hi  check  out  on  this  product.  If   you  want  a  new  bag  think  about   Kipling.  Now  you  can  have  $15   discount  if  you  make  purchase  of   $75  or  more.  “   “You  have  just  received  $15  from  Silvia.   Spend  it  here  on  any  Handbag  Backpack   or  much  much  more.    Merry  Christmas”   “These  are  awesome  bags!!!!!”   “Awesome  site,  just  saved   14%  for  date  night”    “Mo,  shut  the  front  door.   this  is  nuts!!!!!!!!!!!”     It  is  personal  
  • 37. #RIC15 Yo dog: I'm sending you a referral for Carbonite. They have a deal now where they're giving 20% off a 2 year subscription and 30% off a 3 year subscription for new clients only. AND, if you sign up via this referral, we BOTH get a $20 gift card to apply to our accounts. I realize I sound like a Carbonite sales guy right now, but it's me, I'm writing this. I'm going to prove it by calling you a bitch. Bitch. --Rex …  some0mes  too  personal  
  • 38. #RIC15 And  we  can  target  real  customers  
  • 39. #RIC15 especially  when   they  become   #superadvocates  
  • 40. #RIC15 How  does  Extole  help  you  find   beQer  customers?       Plagorm.  Experience.   Provide Instant Benefits Create & measure “referral impressions” to create a true acquisition channel. Realtime rewards, automated quality scoring and fraud detection to create instant gratification for both friends & referrers. Make it Easy Create a truly frictionless sharing experience. Registration & logins kill conversion. Promote Referrals Everywhere