Womma Webinar with Extole & J. Hilburn

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WOMMA webinar featuring Extole and J. Hilburn discussing the power of social referrals and the impact of social on search. Learn how social referral programs increase new customer acquisition and sales, drive traffic, and improve SERP. J. Hilburn reviews its Extole social referral program and results.

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Womma Webinar with Extole & J. Hilburn

  1. 1. 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. 2. AGENDA1. Introduction2.  Market Landscape3.  Consumer-to-Consumer Social Marketing4.  Social Referral Case Study – J. Hilburn5.  Key Takeaways6. Q&A 2  © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
  3. 3. Market Landscape 3  © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
  4. 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. 5. EVOLUTION OF SOCIALSocial 1.0 •  Social Media Monitoring •  Social Profiles & Social ConnectionsSocial 2.0 – Social Communities & Social Graph •  Facebook Brand Profile – Amass Likes •  Twitter Profiles - Followers/Customer Service responseSocial 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. 6. CONSUMERS TRUST PEERS •  90% of consumers trust friends •  70% trust consumer opinions 6  © 2011 Extole, inc. All rights reserved. Proprietary/Confidential.
  7. 7. CONNECTION TO CONSUMERS Consumer 7  © 2011 Extole, inc. All rights reserved. Proprietary/Confidential.
  8. 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. 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. 10. SEARCH IS BECOMING SOCIAL 1 2 34 10   © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
  11. 11. WHAT’S NEXTSo 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 Googleto 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.
  12. 12. Consumer-to-Consumer Social Marketing 12  © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
  13. 13. COMPANY OVERVIEWExtole is the leading Consumer toConsumer (C2C) Social MarketingPlatform for brands and agencies to turncustomers into social advocates, tappinginto 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. 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. 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. 16. Social Referral Case Study J. Hilburn 16  © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
  17. 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. 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. 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. 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. 21. J. HILBURN – SHARING WITH FRIENDS1 23 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. 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. 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. 24. J. HILBURN KEY TAKEAWAYSTAKE AWAY POINTSü  Social referrals amplify word-of-mouthü  Referral program improved customer experienceü  Drove new and repeat salesü  Drove average order value upü  Must re-market program keeps users engaged & encourages sharing (ongoing)ü  Strategize on how referrals can tie into other social efforts
  25. 25. Key Takeways & Q & A 25  © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
  26. 26. CONCLUSIONTAKE AWAY POINTSü  Consumer behavior has drastically changed, consumers trust content from friends and peersü  Social is becoming an integral part of searchü  Social advocates can be top marketing channelü  Consumer to consumer referrals drive resultsü  Social referral programs encourage the creation and sharing of consumer-generated content 26   © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.
  27. 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. 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.

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