Social selling is booming. But how does it really work!? - Gideon Lask - Buyapowa

1. SOCIAL SELLING IS BOOMING
BUT HOW DOES IT REALLY WORK?
Leveraging the power of digital
word-of-mouth to drive referred
sales for the world’s leading
brands and retailers

2. You have a problem
“60% ARE MORE INCLINED TO BYPASS
THEIR FAVOURITE BRAND IF A CHEAPER
ALTERNATIVE IS AVAILABLE”
Key ecommerce metrics are dropping and it’s becoming harder and harder to acquire new
customers. Your existing shoppers are becoming more savvy and less loyal, while competition
grows thanks to the level playing-field created by widely available ecommerce tools.
DATA SOURCES: Forrester The State Of Retailing Online, Silverpop / IBM Email Marketing Metrics Benchmark Study, WSL Strategic Retail: Moving On
▼3.7%
2010:
2.9%
2015:
2.6%
2014: 20.9%
2015: 18.3%
2014: 3.4%
2015: 2.9%
$51
CPA
IN
2015
$32
CPAIN2
013
COST PER ACQUISITION 59%
CONVERSION RATES 10.3% CTR 14.7%
OPEN RATES 12.4%
PRICING MATTERS MORE THAN LOYALTY

3. Social selling is improving all these metrics for a lot of brands and retailers, and has played a
huge role in the success of companies likes of Dropbox, Uber and Airbnb.
Social selling has come of age
It takes the archetypal pub conversation about a great
product you’ve fallen in love with, or a shop you’ve
discovered. And it magnifies that conversation - beyond
the walls of the pub, to your friend’s friends, and their
friends, and beyond. Most importantly, it doesn’t just lead
to more chatter. It leads to direct - and measurable - sales.
1
SHARE
Your existing customers get a unique link or code
to share with their friends.
3
REWARDS
When a referral leads to a transaction, both sides
get rewarded.
2
SHOP
Their friends click on these links and shop on your
site just like any other customer.

4. Remember the KPIs we cited earlier? Here’s what happens when our clients use Buyapowa’s
cutting-edge social selling tools to drive costs down and performance up:
What’s the impact?
3.7 TIMES
GREATER
OPEN RATE
7.9 TIMES
GREATER
CTR
7.7 TIMES
GREATER
CONVERSION RATE
80%
LESS
CPA
40%
GREATER
LOYALTY

5. There’s never been a better time to embrace social selling... and there’s never been a riskier
time to ignore it.
Why now?
SOCIAL IS NOW MATURE REFERRAL TOOLS HAVE ARRIVED
THE BASICS HAVE
WORKED... UNTIL NOW MORE AND MORE BRANDS ARE BEGINNING TO USE REFERRAL MARKETING
10% OF
BRANDS
AT THE END
OF 2015
30% OF BRANDS
BY END OF
2016
80% OF
BRANDS BY
END OF 2017

6. FRONT END BACK END
Refer a friend
Tracking module Social integration
Analytics dashboard
Campaign builderCustomer insight
The Buyapowa Platform

7. The most experienced team, the best platform, the most powerful suite of tools and the
simplest integration. We’ve worked hard to make this easy for you.
Why work with us?
Next gen features such
as tiered rewards and
gamification activate your
most influential advocates.
2 4
We’re a vastly-experienced
team of retail, tech and
marketing experts.
Trusted by leading brands in
multiple sectors, including
retail, fashion & beauty,
telco, FMCG, publishing,
gaming and many more.
1
The most comprehensive
suite of tools available
✔ Data security
✔ Integration
✔ Reports & insight
✔ Tiered rewards
✔ Gamification
✔ Social selling suite
✔ Omnichannel referrals
✔ True white label
✔ Customisable experience
✔ Dynamic Optimisation
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Just two simple points
of integration means
you can be up and
running in hours.
3
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Just two simple points
of integration means
you can be up and
running in hours.

8. This is Carla. She’s one of Clioco’s most loyal customers, and uses the site to buy
makeup for herself and gifts for her friends and family.
Example customer journey

9. One day, Carla receives an email from Clioco, telling her that she can earn rewards for
introducing her friends and family - and they’ll get a free gift when they shop, too.

10. Carla clicks the link and, straight away, she’s taken to a special page on the Clioco
website. She just has to enter her name and email address to get started.

11. Carla sees that, for every friend she introduces, she’ll get £5 - and they’ll get a free gift
with their first purchase. She starts sharing with her friends using the tools provided:
email, Facebook, Twitter or any other channel she likes, such as Skype or Whatsapp.

12. Carla starts sharing out her own personal link using her favourite channels. Before
long, her friend, Leanne, sees one of her posts and is intrigued.

13. Leanne clicks Carla’s link and is taken straight to Clioco’s website, where she collects
her voucher code. Then she browses the shop just like any other customer, spotting the
bronzer Carla has been raving about, before adding it to her basket and checking out.

14. As soon as Leanne completes her purchase, Carla receives an email congratulating
her on her successful introduction and directing her back to the site to see what else
she could earn. She clicks the link and returns to the special page at Clioco’s website.

15. This time it looks a little bit different. Not only can she earn an extra reward for
introducing five friends, if she introduces more friends than anyone else, she’ll win a
personal makeover.

16. Meanwhile, the Clioco team can adjust their channel whenever they like via their
Buyapowa dashboard, configuring everything from the default user-to-user sharing
messages, to the rewards on offer and more.

17. They can also inspect and export a wealth of data and performance metrics, from
sales figures to filterable demographics - giving them unprecedented insight into
their customers and their behaviour.

18. Use Cases
SKY
USING GAMIFICATION
• Use gamification to capitalise on the huge
popularity of ‘Game Of Thrones’
• Engage die-hard fans to sell subscriptions
to new customers
EE
WORKING WITH KEY INFLUENCERS
• Work with a key influencer to acquire
thousands of hard-to-reach customers
• 65% sales uplift, earning £7.1 million
lifetime value
SPACE NK
REFERRALS WITHOUT DISCOUNTING
• Gifts with purchase and other perks used
as rewards in place of discounting
• Using referral marketing to acquire new
customers with ideal profiles and tastes

19. Use Cases
DEBENHAMS
RETAIL SEGMENTATION
• Reach out to new customer types
• Supercharge sales within specific
demographics
SUPERDRUG
IN-APP REFERRALS
• Acquire new customers and drive
downloads of the Superdrug mobile app
• Increase footfall and spend in-store
ZIZZI
OMNICHANNEL REFERRALS
• Omnichannel referral programme, driving
visits into restaurants via mobile sharing
• Integration with Apple iOS Wallet and
Android PassWallet

20. Use Cases
OCADO
REPLACING ESTABLISHED PROGRAMME
• Replace and refresh an established referral
programme with the latest technology
• A/B test multiple propositions to fine-tune
the offering and maximise ROI
FUN88
USING TIERED REWARDS
• Tiered rewards which get bigger as people
introduce more and more friends
• Multiple brands, territories and languages /
character sets
L’ORÉAL
REINVENTING SAMPLING
• Leverage the power of social influencers
to reinvent product sampling
• Use referral marketing to take first steps
into selling direct to consumers online

21. Getting up and running with your own referral programme couldn’t be simpler. Here’s the four steps
everyone takes:
Kicking off
This is something you
can, and should, test over
time. But, to set everything
into motion, you’ll need
to decide what rewards,
incentives and prizes best
suit your business.
1. DETERMINE YOUR REWARDS 2. DRESS THE EXPERIENCE 3. INTEGRATE WITH YOUR SITE 4. SPREAD THE WORD
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Now’s the time to gather
together your image assets,
colour schemes, fonts and
copy. Stay consistent with
your overall branding to
ensure a seamless customer
experience.
This is something you
can, and should, test over
time. But, to set everything
into motion, you’ll need
to decide what rewards,
incentives and prizes best
suit your business.
Seed your programme via
emails to your CRM base,
messages to customers
post-purchase, social posts,
on-site inventory and other
channels to ensure it gets
off to a great start.

22. Social selling: a mindset
Your customers have friends. Let’s make them customers too
“Social selling isn’t about having a
Facebook store. It’s about taking advantage
of the interconnections between our
customers and our potential customers.”
Tom Daniell - Director of Digital
and Social, Tesco

23. Whether you’re thinking of working with us, someone else or even building your own referral
programme from scratch, here are our top tips to ensure its success:
Social selling: top ten tips