Online referral marketing (Dec 2013)

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Online referral marketing (Dec 2013)

  1. 1. REFERRAL MARKETING (HOW IT WORKS: AN EXAMPLE OF REFERRAL CANDY)
  2. 2. OKABASHI STORY Largest US manufacturer of sandals and flip flops  High consumer demand  New way to increase their sales  Customer recommendation  Referral Candy   One of the top 10 drivers of referral traffic  Referred customer spend 13.2% more on average
  3. 3. How It Happens?  After John makes a purchase at your store, she receives an email inviting her to your referral program.  The email contains a customizable message and is branded with your store’s logo.
  4. 4. Invitation mail
  5. 5. How It Happens?.  The email also tells John how to get to his very own Referral Corner. His Referral Corner is a web page that John can always come back to when he wants to refer friends, manage rewards or check on the status of his referrals. (Visitors to ACME website can also get their own Referral Corner through ACME campaign’s Referral Corner Signup
  6. 6. How It Happens?.  John ’s Referral Corner and referral email both contain a link to his unique referral coupon. He recommends ACME store to his friends by sharing this referral coupon link through emails and online chats.
  7. 7. Landing page
  8. 8. How It Happens?. He can also use the social sharing section in his Referral Corner or referral email to share his referral coupon link on social networking sites like Facebook and Twitter.  John’s friends get to know about ACME store when they see the referral coupon link being shared. They click the link and are brought to a landing page with a coupon code that they can use at ACME store. 
  9. 9. Landing page
  10. 10. How It Happens?.  Successful Referral  His friends use the button on the landing page to go to ACME store and make a purchase using the coupon code. ACME now have new customers from a referral!
  11. 11. How It Happens?.  Reward Email  The Referral Candy app detects the successful referral, and sends John an email to let him know that he has earned a referral reward. Rewards are set by ACME the retailer, and can be cash back, coupon codes, in-store credit or even a donation to charity.
  12. 12. Reward mail
  13. 13. Recent Success Story Refer a Friend program drives 1 Million invites for Lenskart
  14. 14. CREATING AND MANAGING CUSTOMER REFERRAL MARKETING CAMPAIGN
  15. 15. Fill all the details
  16. 16. Manually Upload list
  17. 17. Write your dialogue here Use these tags to insert referral setting
  18. 18. STEP 1: INVITE
  19. 19. 1.1. Who sends the campaign emails?   Once your campaign is set up, RC will automatically send out referral campaign emails to your customers and you don't have to worry about sending out campaign emails yourself. Campaign emails will appear to be sent out from the ‘Primary Email’ address of your account which can be changed from your account settings page
  20. 20. 1.2. What do campaign emails look like?
  21. 21. 1.3. Can past customers take part in my campaign?  Yes, you can send referral invites to past customer through the manual invite feature. Just log into your dashboard and click the 'Create Invite' tab. Enter your customer's first name, last name and email address to send the referral invite.
  22. 22. 1.4. Can campaign emails be customized? To customize the incentives for your referral campaign: 1. Go to your Referral Candy account’s campaign page at https://my.referralcandy.com/campaigns. 2. Click the blue 'Edit Templates' link on the middle right of the page.
  23. 23. To customize the incentives for your referral campaign: 3. On the 'Edit Templates' page: 4. Customize the email subject by changing the text in the 'Email Subject' input box at the top. 5. Click the orange 'edit' button.
  24. 24. Once you've clicked the 'edit' button, the template will become editable and the 'edit' button will change to a blue 'save' button. To change and save the template: 6. Customize the text of the template as needed. 7. Click the blue 'save' button to save the changes to your template. 8. When you're done, click the orange 'Update emails' button at the bottom of the page to save all your changes.
  25. 25. 1.5. Where is the referral corner page hosted?  Referral corner pages are hosted entirely by Referral Candy and included as part of the Referral Candy service.
  26. 26. 1.6. What is a Referral Corner Signup Page?    Each Referral Candy account comes with a Referral Corner Signup link that you can place on your website. This link allows visitors to your website to sign up for their own Referral Corner and take part in your referral program even if they haven’t yet made a purchase from your store. The Signup Page also allows those with existing Referral Corner accounts to sign into their account to manage their referrals.
  27. 27.  To enable the Signup Page for your account: 1. 2. 3. 4. Go to your campaign's settings page (https://my.referralcandy.com/settings). Scroll down to the 'Referral Corner Signup Page' entry. Choose 'Active' from the drop down menu. Click 'Update Settings' to save your changes.
  28. 28. 1.7. What can customers do if they don't log in to their referral corner?  If ACME’s customers don’t log into their referral corner using their Facebook account, they would still be able to: Access their referral coupon link to share in emails and online chats.  Use the social sharing panel to post their referral coupon link on social networking sites.   Regardless of whether they log in, the referral corner page will remain a permanent place for your customers to come back anytime they want to check on their referrals and recommend your store.
  29. 29. STEP 2: GET CONNECTED
  30. 30. 2.1. Is the referral coupon link unique to each customer?  Yes, Referral Candy generates unique referral coupon links for each customer who is invited to ACME’s referral campaign. With unique links, our app is able to detect when your customers share the links through email or social networking sites.
  31. 31. 2.2. Can the referral coupon link be customized?    Yes, the referral coupon link can be customized. We'll use this referral coupon link as an illustration: http://acmetoys.refr.cc/6RMQQWP The first part of the referral coupon link (http://acmetoys.refr.cc/) is derived from your Vanity URL. The sub-domain portion (e.g. 'acmetoys') of the Vanity URL can be changed. To do so, log into your Referral Candy dashboard and go to your settings page (https://my.referralcandy.com/settings). On the settings page, go to the 'Vanity URL' field and enter a new subdomain. Click 'Update Settings' to save the changes
  32. 32. 2.3. Do you track email and social media sharing?   Yes, the Referral Candy app automatically tracks email and social media sharing and gives detailed analytics about your campaign at both the campaign and customer level. You can access these analytics from your campaign dashboard. Campaign level analytics Referral invites sent to your customers  Invites read by your customers  Friends your customers have forwarded invites to (through email and social networks)  Clicks your online store receives through the referral campaign  New sales that you receive through referrals 
  33. 33.  You also have insight on: The most influential customer who brought you the most referrals sales  The social network that your customers shared most on  The biggest supporter of your store who shared the referral coupon link with the largest number of friends 
  34. 34.  Customer level analytics From the campaign dashboard, you can also drill down to learn about an individual customer's sharing behavior. For each customer, you can find out:  How many friends the customer shared the referral coupon link with  Which social network the customer shared your referral coupon on  Which of the customer's referred friends made a purchase at your store 
  35. 35. STEP 3: MAKE A SELL
  36. 36. 3.1. What incentives can be given out to customer's friends?     For your referral program, you need to give out an incentive to your customer's friends. This incentive can be: A coupon that gives a percentage discount for the friend’s next purchase A coupon that gives a fixed cash discount for the friend’s next purchase You also have the option of setting an expiry date for your coupon code in the Referral Candy campaign dashboard.
  37. 37.   For Etsy shops who use our Etsy-plugin, the Referral Candy app handles friend coupon code management for you automatically. For your referral program, you need to give out an incentive to your customer's friends. This friend incentive is in the form of a coupon code that gives a discount off the friend's next purchase. You can customize the percentage discount that you'd like to use for your campaign's friend incentive.
  38. 38.   Each time a customer is sent a referral email, a unique coupon code will be created by our app for the customer to give out to his/her friends. These coupon codes are automatically created by the Referral Candy app and you do not have to manually create them yourself. Each friend incentive coupon code that is created will expire in 21 days. When these coupon codes expire, the Referral Candy app will automatically delete them for you. You do not have to manually delete the coupon codes from your Etsy admin panel
  39. 39. 3.2. What happens when the referral coupon expires?  When your customers' friends click the referral coupon link, they are brought to a coupon landing page with a coupon code for them to use at your store. If the coupon has expired, the landing page will display a message to let them know that the coupon has expired.
  40. 40. 3.3. Can the coupon landing page be customized?  To customize the coupon landing page for your referral campaign: 1. Go to your ReferralCandy account's campaign page at https://my.referralcandy.com/campaigns. 2. Click the blue 'Edit Templates' link on the middle right of the page.
  41. 41.  On the 'Edit Templates' page: 3. Click the 'Coupon landing page' tab. 4. Click the orange 'edit' button.
  42. 42. Once you've clicked the 'edit' button, the template will become editable and the 'edit' button will change to a blue 'save' button. To change and save the template: 5. Customize the text on the coupon landing page as needed. 6. Click the blue 'save' button to save the changes to your template. 7. When you're done, click the orange 'Update emails' button at the bottom of the page to save all your changes. 
  43. 43. 3.4. Are successful referrals detected automatically?    Yes, once set up, the Referral Candy app monitors and detects successful referrals automatically. Each customer's referral corner contains a unique referral coupon link that they can share with their friends. This link, combined with the java-script tracking code placed on your purchase completed page and the invoice emails copied to us, enables the tracking of successful referrals. For platforms with specific plugins (Shopify, Etsy and Amazon Webstore), the Referral Candy app obtains information directly from the platforms. The unique referral coupon link together with the information
  44. 44. 3.5. How can coupon code misuse be prevented?    You can prevent coupon misuse by setting an expiry date for your discount coupons. You can then periodically change the coupon codes that are used in your campaigns. Discount coupon amounts should also be set in a way that you still benefit from every purchase made. If your e-commerce platform supports it, you can also prevent coupon misuse by limiting the use of referral coupons to new customers only. This can be done by checking the email address of the customer against your database of past customers. If it happens to be an existing customer, display a message on the checkout screen indicating that the referral coupon only applies to new customers and that a smaller discount amount will be applied instead. This usage restriction should also be stated clearly in the referral invite emails and landing pages that customers and their friends see so that they are not surprised by it during
  45. 45. STEP 4: REWARD
  46. 46. 4.1. What rewards can be given out to customers?  For your referral program, you can choose to reward customers who make successful referrals with either cash rewards, single-use coupon rewards, or multiple-use coupon rewards.  If you choose to give out cash rewards, your customers will be rewarded each time they make a successful referral that results in a purchase. Cash rewards can be of the following types:       A fixed cash amount (e.g. $10 for each referral made) A percentage of the referred friend's purchase (e.g. 5% of referred friend's purchase for each referral made) PayPal - the reward will be sent directly to your customer's PayPal account by Referral Candy Delivery of the cash rewards is handled by the Referral Candy app automatically and can be through these channels: Donation to charity - the reward will be donated by Referral Candy to a charity chosen by your customer If you select more than one channel, your customers will have a choice of any of the selected channels when claiming their reward.
  47. 47.  Single-use coupon code rewards    If you choose to reward customers with single-use coupon codes, your customers will be rewarded each time they make a successful referral that results in a purchase. Any single-use coupon codes that your store accepts during checkout can be used as a referral reward. Delivery of the single-use coupon code reward is handled automatically by the Referral Candy app. The app sends the customer an email alerting them of their eligibility for the reward when a successful referral has been made. The customer can then access the single-use coupon codes from their Referral Corner. To use single-use coupon codes as referral rewards, you will need to upload a list of single-use coupon codes into your campaign. Each code that you upload will be given out only once as a reward. If you run out of single-use coupon codes to be given out as rewards, you would need to upload more single-use coupon
  48. 48.  Multiple-use coupon code rewards If you choose to reward customers with multiple-use coupon codes, your customers will be rewarded only for the first successful referral that they make. Any multipleuse coupon code that your store accepts during checkout can be used as a referral reward.  Delivery of the multiple-use coupon code reward is handled automatically by the Referral Candy app. The app sends the customer an email alerting them of their eligibility for the reward when a successful referral has been made. The customer can then access the multipleuse coupon code from their Referral Corner. 
  49. 49. Etsy plugin: What rewards can be given out to customers?     For Etsy shops who use our Etsy plugin, the Referral Candy app handles reward coupon code management for you automatically. Etsy shops can reward customers who make successful referrals with unique coupon code rewards. You can customize the percentage discount that you'd like to use for your campaign's referral rewards. Reward coupon codes will be automatically created by our app and sent to customers every time they make a successful referral. You do not have to manually create coupon codes in your Etsy admin panel. These reward coupon codes can only be used once, and when the coupon codes are used by your customers, the app will detect this and automatically delete them for you. You do
  50. 50. 4.2. How are cash rewards and donations paid out?  The Referral Candy app will handle payment of cash rewards to customers and donations to charity. Cash rewards will automatically be paid out to customers through PayPal and donations will be made to the chosen charities after you have been billed for the cost of the cash rewards each month.
  51. 51. 4.3. When will rewards be sent to the customer?  Once a successful referral has been detected by our app, an email will be sent out to let the customer know that he or she is eligible for a reward. The referral reward is delivered either immediately or with a delay depending on the type of reward:   For cash rewards (through PayPal or donations) - Cash rewards will only be paid out after our app has successfully billed you for the cost of the cash rewards due to your customers. Billing will happen once a month, together with your monthly usage charges. Any rewards due to your customers (either via PayPal or a donation made on their behalf) will be paid out after you have been charged. For coupon rewards (both single-use and multiple-use coupon code rewards) - Coupon rewards will be sent out immediately. Upon detection of a successful referral, a reward email will be sent to your customers to inform them of the reward. Your customers can then access the (single-use or multiple-use) coupon code from
  52. 52. QUESTIONS?

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