Ignatius Untung is the VP of Marketing at KASKUS Networks. Turning users into brand advocates - This deck was presented at the Growth Hacking Indonesia event on May, 5th, which was all about customer referral growth hacks and strategies for startups.

1. By:
Igna)us
Untung

2. "Technology
is
great,
but
to
use
it
effec5vely,
you
have
to
understand
the
psychology."
-­‐Jonah
Berger-­‐

3. THE
POWER
OF
REFERRAL

6. RESTAURANT

7. RADIO
ANAK
MUDA

8. MUSIC

9. THE
HISTORY
OF
REFERRAL

10. THE
DEAD
OF
ADVERTISING
&
THE
RISE
OF
PR
Ads
à
Celebs
tes)mony
(Halo
Effect)
à
Pramuniaga
à
PR
à
Peer
Referral
à
Anonymous
Referral

11. THE
FUNDAMENTAL
OF
REFERRAL
IN
GROWTH
HACKING

12. PRODUCT
MARKET
FIT

13. CONSUMER
BEHAVIOR
UNDERSTANDING

14. UNDERSTANDING
CONSUMER
PURCHASE
DECISION
MAKING
PROCESS

15. NEED
IDENTIFICATION
What’s
the
problem
we’re
trying
to
solve?
Strong
brand
will
come
up
in
this
stage.
Furthermore
it
will
instantly
recalled:
Instead
of
“I
need
new
car
that
has
a
good
resale
value”
à
“I
need
Toyota”
Indirect
Referral
Play
Its
Role

16. INFORMATION
SEARCH
Brand
that
recalled
in
this
stage
have
4x
chances
to
be
purchased.
Service
Business
à
Consumer
Perceived
Risk
Tangible
Cues
Credence
AXribute
Marke)ng
4Ps
Indirect
Referral

17. ALTERNATIVE
EVALUATION
It’s
About
Winning
in
The
Consumer
Net
Value
Direct
Referral
Plays
an
Important
Role
in
This
Stage
Pilot
vs.
Autopilot
Mode

18. PURCHASE
DECISION
Warung
Makan
Rame
Service
Guarantee
Service
4Ps
(8-­‐4)

19. POST
PURCHASE
Time
to
Secure
Referral
Referral
Formula:
Good
is
not
Enough

20. Bad
=
Nega)ve
Referral
Okay/Good
=
Okay
I
Deserve
It
Beyond
Good
=
Posi)ve
Referral

21. WHY
PEOPLE
SHARE?

22. INCENTIVE
Virtual
Reward
(Foursquare,
Tripadvisor)
Personal
Reward
(Facebook,
Path,
BBM)
Monetary
Reward

23. NARCISSISM
Pres)ge
Associa)on
with
Certain
Status
Gmail
(People
want
to
be
perceived
as
the
selected
ones.)

24. HELP
OTHERS/SOLIDARITY
Help
Others
to
Get
BeXer
Service/Product,
Help
Others
to
Avoid
Becoming
Vic)m

25. THANKING/PUNISHING
BRAND
They
Disappoint
Me,
and
They
have
to
Pay
for
It

26. INSPIRED
BY
IT
Brand
Story
(Lego,
Apple)

27. SENSE
OF
OWNERSHIP
Brand
Advocate
Inspired
&
Fall
in
Love
with
The
Brand
Loyal
Customers
aren’t
Necessarily
Advocates

28. CUSTOMER
COMPLAINT
AS
A
REFERRAL
OPPORTUNITY

29. Revenge/Punish
The
Brand
Expect
a
Compensa)on
(They
Believe
The
Brand
can
Compensate)
The
Care
with
The
Brand
CONSUMER
COMPLAINT
FOR
3
REASON
1
2
3

30. “Tell
your
friend
if
you
like
our
product,
but
tell
us
if
you
don’t
like
it”
Case:
Amazon,
JAL,
AirAsia,
Pullman,
Omni,
United

31. REFERABILITY
CHECKLIST

32. ON
“DIREK”
PERSPECTIVE
What
is
it
for
me?
Consumer
Net
Value:
How
bad
I
need
it?
What’s
the
benefit?
What’s
the
cost?
What’s
the
loss
of
not
taking
it?
Scarcity?
How
About
The
Process
of
Redeeming
It?
How
easy
is
it
to
redeem?
Any
surprising/hidden
message?

33. Can
I
Trust
The
“Brand”?
Brand,
Image
&
Percep)on
Towards
The
Brand
Reputa)on
Rela5onship
with
The
Brand

34. Can
I
Trust
The
“Perek”?
Trust
is
Always
The
Key.
Trust
Makes
Consumer
Speaks.
What
is
it
for
him/her?
Credibility
in
the
subject?
Referral
history?
RelaLonship?
Hallo
effect?

35. ON
“PEREK”
PERSPECTIVE”
What
is
it
for
me?
What
Value
Will
I
Get?
(Monetary,
Personal
SaLsfacLon,
Personal
Status,
RelaLonship)
How
Much
Does
It
Cost
Me?
(How
Easy,
Effort,
Damage)

36. DIRECT
REFERRAL
VS.
INDIRECT
REFERRAL

37. DIRECT
REFERRAL
Directly
Delivered
To
The
Target
Man.
MGM,
Member
For
A
Day

38. INDIRECT
REFERRAL
Spread
Like
A
Bait
Amazon,
Tripadvisor,
Social
Media
Share

39. PUSH
&
ORGANIC
REFERRAL

40. PUSH
Less
trust
since
there’s
“Udang
di
Balik
Batu”
People
trust
Advocates
because
they
know
they
don't
have
anything
to
gain
personally
from
their
recommenda)ons.
If
you
give
people
cash
or
freebies
to
get
them
to
recommend
your
brand
or
product,
you
destroy
that
trust
à
that’s
why
naLve
ads
is
increasing.

41. Push
referral
works
as
long
as
the
value
to
the
“Direk”
significantly
appealing.
Remember
Consumer
net
value
concept.
(All
Advantages
Should
Be
Bigger
Than
The
Perceived
Risk).
Case:
MLM
à
People
Focus
on
Themselves.
Rela4onship
Principle:
Secure
Other’s
Concern
First.

42. ORGANIC
Expensive,
Need
More
Effort
To
Establish,
But
So
Powerful.

43. Frequent
Cases
Extremely
Happy
Customer:
Excellent
Purchase
Process
Powerful
Product/Content
Twist/Surprise/Drama
Complaint
Customer
Passive
Referral
(By
Request)
Social
Pressure
(People
want
to
be
perceived
as
“updated”,
become
part
of
the
bigger
community.)
Brand
Advocate

44. CREATING
YOUR
REFERRAL
SYSTEM

45. ORGANIC
Define
your
goal
of
referral.
(Traffic?
Database?
TransacLon?)
Iden5fying
Your
“Direk”
Who
are
They?
What
value
can
you
offer
that
relevant
to
them?
Iden5fying
Your
“Perek”
Who
are
They?
IdenLfying
the
Hot
BuWon:
Discount?
Status?
Virtual
goods?

46. Channel
of
Referral:
List
Down
All
Poten)al
Channel
Where
Both
Connected.
Tools/System:
Email,
Coupon,
Gamifica)on,
etc.
à
Matahari,
Qoo10
User
Journey
&
Trigger
Placement
(Relevancy
on
Every
Step)
Re-­‐triggering
system
(Reminder)
à
Tripadvisor)

47. Message
Cracing:
How
to
Make
It
Smoother
For
Both.
Email
with
“Perek”
Name
in
Subject
“Cross
up”
Model
PWP
“Member
for
a
day”
with
persuasion
copy
An5
Referral
&
Nega5ve
Referral
System
Credence
AXribute
Launch,
Evaluate
&
Keep
Improving

48. BEST
REFERRAL
CASE

51. FACEBOOK
Plaiorm
Model
&
Relevancy
à
Suggested
Page,
People
You
May
Know,
Share
BuXon,
Sign
In
With
Facebook

53. Status,
friends
ac)vi)es

55. JOE
GIRARD

56. BEST
CULT
BRANDING
CASE