Effective customer referral through social media marketing

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Learn why loyal customers are more profitable, how customer referral through social media helps you to effectively attract new ones and the keys to success for a social referral platform. …

Learn why loyal customers are more profitable, how customer referral through social media helps you to effectively attract new ones and the keys to success for a social referral platform.

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  • 1. SWINGGROUP Boosting Results ‘Effective customer referral through social media marketing’ - 2014 -
  • 2. WHY WOULD ANYONE RECOMMEND YOUR BRAND TO ANOTHER?
  • 3. Why would anyone recommend your brand to another? FOUR TYPES OF LOYAL CUSTOMERS
  • 4. Why would anyone recommend your brand to another? SALES FUNNEL OF A (NEW) CUSTOMER
  • 5. Why would anyone recommend your brand to another? CUSTOMER TO LOYAL CUSTOMER?
  • 6. Why would anyone recommend your brand to another? THE LOYALTY LOOP
  • 7. Why would anyone recommend your brand to another? THE FAN LOOP
  • 8. Why would anyone recommend your brand to another? WHY LOYAL CUSTOMERS ARE MORE PROFITABLE
  • 9. Why would anyone recommend your brand to another? HIGHER CUSTOMER LOYALTY HELPS YOU ACHIEVE YOUR COMPANY GOALS • Deliver superior customer value • Increase revenue and market share • Higher contribution margins • Increase customer share of wallet • Better company or brand image • Attract and retain the best employees
  • 10. EFFECTIVENESS OF SOCIAL MEDIA AND OTHER MARKETING CHANNELS
  • 11. Effectiveness of social media and other marketing channels THE EVER EVOLVING WEB – THE POWER OF NETWORKS
  • 12. Effectiveness of social media and other marketing channels SOCIAL WEB USAGE
  • 13. Effectiveness of social media and other marketing channels METCALFE’S LAW • The greater the number of users in a network the greater the value of that network • The greater its power of attraction for potential new users • It is an exponential curve
  • 14. Effectiveness of social media and other marketing channels SOME SOCIAL MEDIA STATISTICS • More than half the population is under 30 • 96% of Millennials have joined a social network • Facebook has more internet traffic than Google • YouTube is the second largest search engine in the world • 25% of search results for the World’s Top 20 largest brands are links to user-generated content • 34% of bloggers post opinions about products & brands • 80% of companies use social media for recruitment • Social Media is the #1 activity on the web
  • 15. Effectiveness of social media and other marketing channels © SwingGroup 2011
  • 16. Effectiveness of social media and other marketing channels SOCIAL MEDIA MARKETING ADVANTAGES • Attract unique target groups • Lower acquiring and retention cost • More positive word of mouth • Higher customer satisfaction • Better customer knowledge • Higher brand awareness • Higher customer lifetime value
  • 17. FULFILLING YOUR BRAND PROMISE
  • 18. Fulfilling your brand promise DIGITAL CUSTOMER EXPERIENCE
  • 19. Fulfilling your brand promise WHICH STORY IS CAPABLE OF MOVING THE EMOTIONS OF YOUR PUBLIC? • Brand – activation – conversation • Start with company and brand strategy • Delivering a consistent experience across all channels and touch points is the new challenge • Helping consumers to talk constructively about your brand • Turning loyal customers into brand ambassadors • Every person is a medium
  • 20. Fulfilling your brand promise THE VALUE OF EXPERIENCES • The experience element in the above formula is critical • Experience and conversations are the engine room of learning, and conversation is the first learning technology
  • 21. GETTING THE CONVERSATION ON YOUR BRAND GOING
  • 22. Getting the conversation on your brand going THE NEW FRAMEWORK EXPERIENCE TOOLS • High connectivity with different social media and platforms • Platform for creating consistent and unique digital customer experiences • Using tailor-made incentives to boost conversations and customer referral • Generating customer intelligence - referral value • Scalable and flexible for seizing every opportunity instantaneously
  • 23. © SwingGroup 2011
  • 24. Bare Associates International | SwingBuzz l Kick-off E-mail © SwingGroup 2011
  • 25. Bare Associates International | SwingBuzz Homepage © SwingGroup 2011
  • 26. Bare Associates International | SwingBuzz ‘Refer-a-friend’ social media connection | Facebook © SwingGroup 2011
  • 27. SwingBuzz Demo Action 1 | ‘Refer-a-friend’ homepage | Survey invite © SwingGroup 2011
  • 28. SwingBuzz Demo Action 1 | ‘Refer-a-friend’ prize page | Non-campaign related prizes © SwingGroup 2011
  • 29. SwingBuzz Demo Action 1 | ‘Refer-a-friend’ social media connection | Facebook © SwingGroup 2011
  • 30. SwingBuzz Demo Action 2 | ‘Refer-a-friend’ homepage | Sample/product test invite © SwingGroup 2011
  • 31. SwingBuzz Demo Action 2 | ‘Refer-a-friend’ prize page | Campaign related gifts © SwingGroup 2011
  • 32. SwingBuzz Demo Action 2 | ‘Refer-a-friend’ social media connection | Facebook © SwingGroup 2011
  • 33. Getting the conversation on your brand going MEASURING RETURN ON YOUR INVESTMENT • Metrics to track market impact and gather customer insights: • Forward rate • Response rate • Click-through rate • Click-per-action rate • NPS (Net Promoter Score)
  • 34. SwingBuzz – KPI Dashboard © SwingGroup 2011
  • 35. WHY WOULDN’T ANYONE RECOMMEND YOUR BRAND TO ANOTHER?
  • 36. SWINGGROUP Best-of-class in incentive marketing solutions
  • 37. Thank you for your attention SwingGroup Benelux Dampoortstraat 265 b3 8310 Brugge Belgium Tel. +32 (0)50 50 24 61 sales@swinggroup.be Linkedin.com/company/swinggroup be.linkedin.com/in/everaertgunther @swinggroup -@gunar2 -@swinggift WWW.SWINGGROUP.EU WWW.MOTISHA.COM