Referral Marketing and Communication Strategy seeking an app launch in California and Singapore.

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Referral Marketing: is it new?
Referral? What is that about?
«A person-to-person communication between a receiver
and a communicator whom the receiver perceives as
non-commercial, regarding a brand, product or service
(Arndt, 1967).»

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Referral? What is that about?
I win You
win
You
Me
They
My
brand
wins
Want to share Coupons/ Rewards
Money
Status
Things
Closerness
Awareness
Sales

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Referral Marketing
People like you. Just one of us.
It’s about People2People
No more B2B… No more B2C… We’re talking about
real Communication
A new concept for Brand Ambassador.

5. Trust Levels on Communication
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• “Word-of-mouth recommendations from friends and family, often referred to as earned advertising, are still the
most influential, as 84 percent of global respondents across 58 countries to the Nielsen online survey said this
source was the most trustworthy.”
• “Millennials show the highest levels of trust in 18 of 19 advertising formats/channels, including TV, newspapers
and magazines.”
• “More than eight-in-10 global respondents (83%) say they completely or somewhat trust the recommendations
of friends and family, while two-thirds (66%) say they trust consumer opinions posted online.”
• “Humorous ads resonate most in strongly in Western markets; health-themed ads are rated highest in Latin
America and ads depicting real-life situations are most appealing in Asia-Pacific and Africa/Middle East.”
• “High-energy/action advertising themes resonate more with younger respondents, while pets/animal-centered
ads resonate more with older respondents.”
Under The Influence Consumer Trust In Advertising (Nielson Study)
Is the referral enough? Shouldn’t we
think about “Integration”?

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Trust Levels on Communication

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Referral Marketing – Major types
Family and Friends
News and Publications
Customer reviews
Influencers
Testimonials
Source: Shopify

8. Some Referral Marketing Apps
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Alau.me – iOS tracking application for apps, letting you know who downloaded them and
allowing you to scale attention in both print and online ads.
Ambassador – Transform indecisive customers into motivated brand ambassadors.
Ambassador totes easy referral automation, rewarding the best with points and cash to help
you better convert.
Amplifinity – to amplifies your lead generation and brand advocacy. The platform delivers a
comprehensive suite of referral solutions for businesses.
Campaigned – to increase sales and customer loyalty.
Referral Marketing

9. Some good examples
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Referral Marketing

10. Some good examples
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Referral Marketing

11. Some good examples
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Referral Marketing

12. Some good examples
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Referral Marketing

13. Some good examples
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Referral Marketing

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Referral: final notes
• Push notifications can be used to inform and update users about your referral program. Push
notification work with both new and dormant customers and a great way to remind your users about
the ongoing referral program.
• "The Word of Mouth Marketing Association reports that every day in the United States, there are
approximately 2.4 billion brand-related conversations. People frequently talk about the products and
services they enjoy, and the companies who offer them.”
• “people are four times more likely to buy when referred by a friend. Strategic use of referral marketing
allows professionals to tap into the power of consumer recommendations to achieve exceptional
results.”

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Referral: final notes
• “Word-of-mouth marketing, which occurs when others tell each other about a business, is also
considered a form of referral marketing. “
• “Word-of-mouth is the principle behind things that “go viral,” like the Old Spice commercials featuring
Isaiah Mustafa that were originally released on YouTube. “
• “This tongue-in-cheek campaign, with the tag line “The man your man could smell like,” became the
fastest growing online viral campaign ever, with 23 million views in 36 hours—and generated a sales
increase of 107% for Old Spice.”
(MarketingSchools.org)
But how?

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Referral: final notes
Is the pay model enough? What do you Want?
You need a STORY ;)
Or do you want a download to stay?
Downloads and that’s it?
You need Engagement and Huge Awareness.

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• The best referral is that one which we don’t need to ask or pay.
• The referral we want is that one which people share and invite because they feel motivated and linked to our
brand.
• The Five Senses Branding
Shoyc: A Marketing Approach
#Feel
#Share#Connect

19. Shoyc
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Shoyc is supposed to be the next big thing among messaging apps.
If we consider Whatsapp a competitor, Shoyc will need to be “experienced” and “felt”.
In a growing environment of digital products, with similar features and targets, Digital is, of course, a crucial factor
in the strategy… But, if you want to get it viral, you will need to connect with your audience.
You will need to make them feel you’re making a difference in some way… They already have Whatsapp, Messenger,
Skype, Snapchat… Unless you have a main differentiator, you will need #Buzz.
The Concept
You need to #SHOYC it Loud

20. #TheToughLifeOfMessaging #Shoyc to #MakeItEasier
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We are going to recruit a boy in a high school. He will only need to
use the app, spread it among his friends, flirt with some girls and…
record some of the best moments to share
Ethic and legal proccedures will be needed;
No messages or images will be shared.
He will only record the best moments with the app at the school…
• Organize and share some parties
• Support some friends who “need a word”
• Try to get the girl ;)
He will be a kind of instagramer or youtuber.
Shoyc – Some of the main Actions

21. #ShoycQR #CodeToMusic #CodeToLove #ScanMeIfYouCan
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In the major music festivals of California, Singapura and UK (the core countries), we are going to offer some t-shirts
to the most beautiful girls in the festival (they have to be real festival-goers, not promotors) and challenge them to
use it in the concerts;
To know what they are trying to say and so, scan the QR, they will have to download our app (the app must have
this feature, even if only in the festival);
• Shoyc is going to offer something… They will only have to download it and share it ;)
• The app will be a kind of sponsor in the festivals – The festival will breath Shoyc.
• In every tend we are going to see Shoyc inviting to download.
Shoyc – Some of the main Actions

22. #ShoycQR #CodeToMusic #CodeToLove #ScanMeIfYouCan
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Each QR has a secret and funny message like:
• Buy me a beer. Shoyc’s offer.
• No Shoyc, no Fun.
• No underwear.
• Where is your tent? I’ve been looking for
it ;)
• Let’s rock ;)
And finally:
• Share Shoyc with your friends… We offer
you and the girl… a beer;)
Shoyc – Some of the main Actions

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Shoyc – Channels and Contents
Owned User Generated Earned Media
Brand Channels
• Website
• Social Media
• Soundbites (the
best) – Ads on
Spotify, Youtube
and Instagram
• SEM (Google Ads)
• SEO
• Affiliation
Social Media
• Facebook
• Instagram
• Youtube
• Twitter
• Blogging
Press
• young targeted
• Newspapers like P3
in an international
• context

24. SEO and SEM
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Directioned keywords (a study will be needed)
Focus on segment (less and specific keywords, more targeted)
Google adwords strategy:
• Awareness (this allows users who don’t know us to get in touch – for exemple, “messaging apps” – no
brand);
• Lead (promotes the product, aims to get downloads)
• Contextual (Display)
Shoyc – Suppots

25. Note: G+ is going to be activated for searc
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Shoyc – Social Media
• Funny and useful. Focus on user
generated content.Facebook
• Actions like #ShoyQRCodes and
#TheToughLifeOfMessaging
Instagram
• Hashtags used by our target to get
on their feed.Twitter
Youtube
• The best events on actions like
#ShoyQRCodes and
#TheToughLifeOfMessaging

26. Affiliation, Blogging and Gamification (other referrals)
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• Capitalize on influencers based on afiliation programmes: win-win relations (with a marketing plan prepared
and ready to use – banners and contentes already made, they will only need to edit and share);
• Brand Ambassadors
• Youtubers
• Instagramers
• Sponsored postings
• App review
• Smart sms and Push notifications inviting to a game (simple narrative) : refer a friend, earn x points; post on
social media – earn free tickets to festivals, etc,)
Shoyc – Supports

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Márcia Augusto
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