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Drive Leads not Likes: How to Build an Integrated Social Referral Campaign
 

Drive Leads not Likes: How to Build an Integrated Social Referral Campaign

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Make your social marketing an integrated part of your demand generation campaigns. View the presentation slides from the Marketo and Deluxe webinar: "Driving Leads, Not Likes: How to Build an ...

Make your social marketing an integrated part of your demand generation campaigns. View the presentation slides from the Marketo and Deluxe webinar: "Driving Leads, Not Likes: How to Build an Integrated Social Referral Campaign” presented by Kristy Grayson, Director of Integrated Marketing at Deluxe and Allison Dyer, Social Marketing consultant at Marketo.

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  • Robin to insert intro slides on setting the stage with data and context relevant to THIS audience
  • Facts Plus Value Positioning with doing referrals with Marketo
  • More than one third of our revenue now comes from outside our core personal checks, business checks and business forms products.For Financial institutions: From marketing and other services to help financial institutions acquire, cultivate and retain customers to providing risk management solutions and financial management tools to financial institutions make solid business decisions.For Small Businesses: From personalized printed products to logo design, web services, and search engine marketing that helps businesses get found.We've hosted more than 500,000 websites for individuals and businessesWe have the first social networking site built specifically for business owners (PartnerUp)The bottom line is...We will not rest until every customer—from the smallest business to the largest financial institution—views us as an indispensable partner for growth.
  • Building a referral Offer with is easy! As marketers you are faced with always having to be creative and relevant to your audience. Knowing your prospects currency is key. What will your prospects see as valuable? What will create BUZZ and INCENTIVE amongst your targets? What will motivate them to share not only your brand with their friend and colleagues, but the offer as well?So as you see here – we have seen all kinds of creative and exciting offers wrapped up in a Referral Offer. Tech companies will use a free trial as an offer or 50% off the first 6 months for your subscription. Some companies use trips as incentives or free admission to paid events. Some companies like Deluxe have used simple marketing swag, like water bottles and backpacks for lighter weight - simpler incentives.
  • Building a referral Offer with is easy! As marketers you are faced with always having to be creative and relevant to your audience. Knowing your prospects currency is key. What will your prospects see as valuable? What will create BUZZ and INCENTIVE amongst your targets? What will motivate them to share not only your brand with their friend and colleagues, but the offer as well?So as you see here – we have seen all kinds of creative and exciting offers wrapped up in a Referral Offer. Tech companies will use a free trial as an offer or 50% off the first 6 months for your subscription. Some companies use trips as incentives or free admission to paid events. Some companies like Deluxe have used simple marketing swag, like water bottles and backpacks for lighter weight - simpler incentives.
  • Building a referral Offer with is easy! As marketers you are faced with always having to be creative and relevant to your audience. Knowing your prospects currency is key. What will your prospects see as valuable? What will create BUZZ and INCENTIVE amongst your targets? What will motivate them to share not only your brand with their friend and colleagues, but the offer as well?So as you see here – we have seen all kinds of creative and exciting offers wrapped up in a Referral Offer. Tech companies will use a free trial as an offer or 50% off the first 6 months for your subscription. Some companies use trips as incentives or free admission to paid events. Some companies like Deluxe have used simple marketing swag, like water bottles and backpacks for lighter weight - simpler incentives.
  • The construct of a referral offer is simple.In this example – You are giving away an Ipad to those who refer 3 friends to attend your big annual company ExpoIt simply works like this. . . .
  • The construct of a referral offer is simple.In this example – You are giving away an Ipad to those who refer 3 friends to attend your big annual company ExpoIt simply works like this. . . .
  • The construct of a referral offer is simple.In this example – You are giving away an Ipad to those who refer 3 friends to attend your big annual company ExpoIt simply works like this. . . .
  • The construct of a referral offer is simple.In this example – You are giving away an Ipad to those who refer 3 friends to attend your big annual company ExpoIt simply works like this. . . .
  • The construct of a referral offer is simple.In this example – You are giving away an Ipad to those who refer 3 friends to attend your big annual company ExpoIt simply works like this. . . .
  • The construct of a referral offer is simple.In this example – You are giving away an Ipad to those who refer 3 friends to attend your big annual company ExpoIt simply works like this. . . .
  • The construct of a referral offer is simple.In this example – You are giving away an Ipad to those who refer 3 friends to attend your big annual company ExpoIt simply works like this. . . .
  • So – the big question of Why should you be doing referral promotions?As Robin mentioned earlier – these types of marketing promotions are no longer exclusive to the big consumer brands. All business – all sectors - all industries are taking advantage of incentive marketing programs and realizing BIG results!
  • So, now that we have talked about the what and the why - let’s talk about HOW to create a referral.
  • So, now that we have talked about the what and the why - let’s talk about HOW to create a referral.Be sure you understand your audience and what appeals to them. Is it free merchandise – access to events – branded items – money – electronics etc?
  • So, now that we have talked about the what and the why - let’s talk about HOW to create a referral.Create an Exciting Offer - Be sure you understand your audience and what appeals to them. Is it free merchandise – access to events – branded items – money – electronics etc?Promote the Offer – How are you promoting your offer? How are you driving traffic to it? Promotion across channels is important.
  • So, now that we have talked about the what and the why - let’s talk about HOW to create a referral.Create an Exciting Offer - Be sure you understand your audience and what appeals to them. Is it free merchandise – access to events – branded items – money – electronics etc?Promote the Offer – How are you promoting your offer? How are you driving traffic to it? Promotion across channels is important.Keep it Simple – Keeping the barriers low and creating a good interactive experience is also important. CTA’s above the fold – using bright buttons and clear messaging.
  • So, now that we have talked about the what and the why - let’s talk about HOW to create a referral.Create an Exciting Offer - Be sure you understand your audience and what appeals to them. Is it free merchandise – access to events – branded items – money – electronics etc?Promote the Offer – How are you promoting your offer? How are you driving traffic to it? Promotion across channels is important.Keep it Simple – Keeping the barriers low and creating a good interactive experience is also important. CTA’s above the fold – using bright buttons and clear messaging.Optimize – Evaluating your referral campaign in flight to understand how it is performing – like with Marketo – the platform allows real-time optimization analytics to access campaign performance
  • So, now that we have talked about the what and the why - let’s talk about HOW to create a referral.Create an Exciting Offer - Be sure you understand your audience and what appeals to them. Is it free merchandise – access to events – branded items – money – electronics etc?Promote the Offer – How are you promoting your offer? How are you driving traffic to it? Promotion across channels is important.Keep it Simple – Keeping the barriers low and creating a good interactive experience is also important. CTA’s above the fold – using bright buttons and clear messaging.Optimize – Evaluating your referral campaign in flight to understand how it is performing – like with Marketo – the platform allows real-time optimization analytics to access campaign performanceLastly – Measure Success - Measuring success is critical and understanding how to measure your success is important so you can report back to the key stakeholders on ROI and participant data.
  • The key to a great offer is knowing your audience and what makes them tick. For example, it will take a far more compelling offer to reach a busy Bank CEO than it will to engage a front line banker.Incentives are a key component to creating demand for some of Deluxe’s more complex products that are sold to bank executives. As busy people, it’s very difficult to capture their attention. We’ve found that using an integrated campaign approach using a strong offer to create buzz inside the financial institution and creative ways to refer other colleagues has increased response rates as well as increased our ability to connect with tough to reach influencers within the organization.A few examples we’ve used:To target key influencers at the 10 banks in the country we used an offer to meet Mario Batalli at an exclusive dinner. We strongly encouraged them to bring a targeted colleague(s) along with them for which we did not have contact information. RESULTS: Our overall response rate was 33% and we were able to attract key targets at 5 out of the 10 target financial insitutions. And yes… they brought their colleagues. Another example is a campaign targeted at both Community Bank CEO and CFOs. The trick to this campaign was that both executives had to be present for a virtual demo to receive the incentive. In this case, we tested multiple messages and offers such as a Callaway Golf GPS and Activity performance bracelet. Overall, we had a 9% response rate and 2% win rate.Keep in mind, you don’t have to have Mario Batalli to have a successful offer. We’ve had great success with attracting mid level bankers through contests to win an iPad and incentives as simple as a winning a water bottle. If they refer a friend, they have more chances to win. On average, we see a 5% increase in sales activity with front line banker incentive and referral promotions.
  • So – you might be asking – HOW DOES MARKETO HELP HERE?It’s easy to empower and enable your Marketing Teams to create this type of offer/marketing program using Marketo.Using Marketo’s Social Marketing Suite of Applications – In this case you select the referral application in MarketoYou create – build and customize your referral offerYou launch your referral offer across channels using Marketo – In this case I am using an example from Deluxe that Kristy can speak to the results her team realized
  • So – you might be asking – HOW DOES MARKETO HELP HERE?It’s easy to empower and enable your Marketing Teams to create this type of offer/marketing program using Marketo.Using Marketo’s Social Marketing Suite of Applications – In this case you select the referral application in MarketoYou create – build and customize your referral offerYou launch your referral offer across channels using Marketo – In this case I am using an example from Deluxe that Kristy can speak to the results her team realized
  • So – you might be asking – HOW DOES MARKETO HELP HERE?It’s easy to empower and enable your Marketing Teams to create this type of offer/marketing program using Marketo.Using Marketo’s Social Marketing Suite of Applications – In this case you select the referral application in MarketoYou create – build and customize your referral offerYou launch your referral offer across channels using Marketo – In this case I am using an example from Deluxe that Kristy can speak to the results her team realized
  • Kristy to speak to the KE 2013 Referral Offer and he ease of use to build out in Marketo and the features that they used to create this offer. Deluxe Knowledge Exchange Expo is a client event that took place in February this year. We had a late start in attracting attendees for this event, so we engaged with Marketo to assist us with our social marketing efforts. I call it our “last minute Marketo make-over.” We quickly took the assets and messaging that we currently had and amplified the call to action as well as incorporated a refer-a-colleague offer.As you can see by the statistics, we were very pleased with the results following our social promotion efforts. The great thing was that it was easy to implement using our Marketotools.
  • Deluxe to add in a Process Flow Example: This example will show the benefit of the marriage betweentraditional promotion tactics and the power of the Marketo Solution. Kristy to talk through the impacts of automating the campaign experience easily in one tool and the power of unlocking individual level analytics and campaign performance analytics.For Deluxe, it’s important for us to have a well developed communication strategy that encompasses both traditional promotion tactics with the power of automation using our marketo tool. I have to admit that before we engaged with Marketo, our campaigns were extremely difficult to track and it was difficult to measure our return on investment. With marketing automation, we can easily see which offers are working, what messaging seems to resonate with particular personas.The key to success is to integrate your online, offline and social marketing efforts. This is a sample of a process flow we developed for one of our very targeted campaigns. This was a campaign targeted at Bank CMOs.
  • Deluxe to add example of simple messaging on Incentive based Marketing PromotionsLike any promotion, online or offline, traditional or social, you have to keep the message simple. If your message doesn’t influence your audience’s mind in three to five seconds – you’ve lost them.
  • Now that we have learned all about how to create,build and launch a referral campaign – let’s talk about how Marketo has automated this process making it easy, powerful and extremely effective for Marketers.1. Referral Activated and Promoted2. Activity Triggers aPersonal Email - which creates effective personal engagement with prospects and leads3. Automatic Fulfillment Occurs – Making it easy for marketers to create and manage these promotions easily – creating efficiency in process and saving time and money on resources4. Participants Share – Having others spread the word – leveraging for WOM marketing6. Nurture those interacting and referring others to your brand - where they hang out – with Marketo – you know what channel they have used to share your content – Discovering who your influencers are and knowing where they hang out7. Analyze the activity with campaign level and participant level analytics8. Remarket to all prospects who have now become influencersWhat used to take 3 weeks and 15 peopleNow happens automatically!
  • Now that we have learned all about how to create,build and launch a referral campaign – let’s talk about how Marketo has automated this process making it easy, powerful and extremely effective for Marketers.1. Referral Activated and Promoted2. Activity Triggers aPersonal Email - which creates effective personal engagement with prospects and leads3. Automatic Fulfillment Occurs – Making it easy for marketers to create and manage these promotions easily – creating efficiency in process and saving time and money on resources4. Participants Share – Having others spread the word – leveraging for WOM marketing6. Nurture those interacting and referring others to your brand - where they hang out – with Marketo – you know what channel they have used to share your content – Discovering who your influencers are and knowing where they hang out7. Analyze the activity with campaign level and participant level analytics8. Remarket to all prospects who have now become influencersWhat used to take 3 weeks and 15 peopleNow happens automatically!
  • OTHER MARTKETO FEATURES:Drag & drop Landing Page Builder/EditorEasily customize emails to promote your referral offerFully customize your offer itself – Buttons/Amount of referrals needed for fulfillmentMarketer creates the peer to peer share messagingMarketer selects the social networks they want campaign participants to use to share the offerInstantly publish to FB tabsEasily deploy the referral offer on your website/other landing pages or microsites – run/optimize/track simutaneuously all within ONE toolWhat used to take 3 weeks and 15 peopleNow happens automatically!
  • OTHER MARTKETO FEATURES:Drag & drop Landing Page Builder/EditorEasily customize emails to promote your referral offerFully customize your offer itself – Buttons/Amount of referrals needed for fulfillmentMarketer creates the peer to peer share messagingMarketer selects the social networks they want campaign participants to use to share the offerInstantly publish to FB tabsEasily deploy the referral offer on your website/other landing pages or microsites – run/optimize/track simutaneuously all within ONE tool
  • Step 4 in Creating a Referral CampaignOPTIMIZE IN FLIGHTUsing a Marketo customer example, Carbonitefor simple real time optimization tactics – The Carbonitemarketing team was able to create major buzz around this referral offer that gave all those who referred friends to a free trial a $50 amazon gift card.Carbonite took advantage of repurposing their imagery and messaging through the holiday season by changing out the boy with the megaphone to a holiday gift box – which created a fresh look and message for the campaign. So with a review of their performance data and tweaks here and there they reignited the campaign giving it a longer tail which resulting in a higher success rate for the campaign overall.
  • Finally – MEASURE SUCCESS!Marketo offers full campaign performance dashboards that track all campaign activity – allowing marketers to see all traffic – interactions – sharing data – conversions and reach across social channelsAgain – Marketo does this not only at the campaign level – but also at the individual lead level
  • As you see here.Marketo tracks the PEOPLE! This allows the Marketer to see who individually is interacting and sharing the offers and on what networks.
  • Kristy to add in Key Metrics for Marketers – social MetricsKristy to talk through the value of understanding what Metrics mean the most to the Marketer.What are Marketers being measured on todayWhen to create and us a referral offer campaign What incentive offers have worked best for Deluxe?Events – RegistrationsLeads to ConversionsTech has caught up with traditionalMarketing is proving our worth
  • In summary!