DBA #14 - Designing for Word of Mouth by Desmond Chua at Referral Candy
•
4 likes•391 views
Designing for Word of Mouth by Desmond Chua at Referral Candy "Naturally, people informally share experiences and make referrals all the time. Companies like Airbnb, Uber and Dropbox understand this, and have accelerated their growth with referrals. Yet, the potential of referrals is still largely untapped for a lot of businesses. Why is this so? What's less known about how people share? How do we design for word of mouth? Desmond will share insights, case studies and challenges from designing and marketing ReferralCandy, a solution that turbocharges referrals for businesses worldwide."
Recommended
More Related Content
What's hot
What's hot (18)
Similar to DBA #14 - Designing for Word of Mouth by Desmond Chua at Referral Candy
Similar to DBA #14 - Designing for Word of Mouth by Desmond Chua at Referral Candy (20)
More from Design Bootcamp Asia
More from Design Bootcamp Asia (15)
Recently uploaded
Recently uploaded (20)
DBA #14 - Designing for Word of Mouth by Desmond Chua at Referral Candy
- 1. Designing for Word of Mouth Desmond Chua 12 Oct 2017
- 2. I’m Desmond Chua ReferralCandy Product Designer Statement.sg Co-founder Birthday: 12 Oct
- 3. Helps businesses get more Word of Mouth sales Makes t-shirts that people talk about
- 4. How do you design for Word of Mouth?
- 5. 1. Make a great product Start Statement Grow Statement Join ReferralCandy Marketing Start work on ReferralCandy product Improve ReferralCandy product
- 6. What’s something that you’d LOVE to wear every single day?
- 8. was born
- 9. Expectation Quietly fade away after a while?
- 10. Reality People were proud of wearing our products
- 12. Interesting Not So Interesting Functional And Stylish Not So Functional And Stylish Statement products T-shirts
- 13. Tension can be pretty interesting + =
- 14. Oops
- 15. 1. Make a great product Work backwards from a meaningful problem (maybe your own!) Aim to make people willing to pay for it, use it AND show it off Validate ideas early and often Mistakes are inevitable
- 16. 2. Piggyback events to make it easy to discover Start Statement Grow Statement Join ReferralCandy Marketing Start work on ReferralCandy product Improve ReferralCandy product
- 17. Flea market!
- 18. Expectation Some sales. Some giggles.
- 19. Reality We got discovered by online store platforms
- 20. Reality … and media platforms
- 21. We made the display more visible over time
- 22. But not all events are suitable
- 23. Interesting Not So Interesting Functional And Stylish Not So Functional And Stylish Statement products T-shirts
- 24. Interesting Not So Interesting Functional And Stylish Not So Functional And Stylish Statement products Gifts
- 25. 2. Piggyback events Piggyback events or communities to get discovered by your target audience Make your product easily visible in public
- 26. 3. Reach out to influencers Start Statement Grow Statement Join ReferralCandy Marketing Start work on ReferralCandy product Improve ReferralCandy product
- 27. I joined
- 30. Expectation “Lots of shares please???”
- 31. Reality We didn’t get many shares at all
- 35. We got over 1,000 shares from Twitter, Facebook, Pinterest, LinkedIn, etc
- 36. 3. Reach out to influencers Publish high quality visual content Feature influencers’ quotes, drop names, credit properly Reach out to them 1-1, but don’t be pushy
- 37. 4. Use triggers to make it easy to share Start Statement Grow Statement Join ReferralCandy Marketing Start work on ReferralCandy product Improve ReferralCandy product
- 38. I started working on user experience for
- 39. Consumers Online store ReferralCandy + How ReferralCandy works
- 40. Consumers Online store ReferralCandy + Encourage referrals Track referrals
- 41. One of the ways we encourage referrals is
- 42. Day 1 Day 100 ??? Without trigger
- 43. Day 1 Day 100 With trigger
- 45. Expectation Day 1 Day 50 Day 100 Day 150 People will keep opening the emails and share
- 46. Reality Give 15%, Get 15%! Don’t forget: Give 15%, Get 15%! Don’t forget: Give 15%, Get 15%! Don’t forget: Give 15%, Get 15%! Don’t forget: Give 15%, Get 15%! Sending the same trigger every time led to so-so open rates
- 47. Get 15% off! Desmond, your reward is waiting You can still get 15% off! Desmond, surprise your friends! You can still get 15% off! Varying triggers improved open rates
- 48. Triggers can come from media reports too
- 49. DIGRESSION
- 50. 1. How they feel / What they did 2. How the product benefited them 3. Call-to-action with perks for friends Effective sharing pattern
- 51. BACK TO TRIGGERS
- 53. 4. Use triggers Capitalise on a variety of triggers to keep your brand top of mind - Season or special date triggers - Media feature triggers - Different messaging styles
- 54. 5. Run a referral programme Start Statement Grow Statement Join ReferralCandy Marketing Start work on ReferralCandy product Improve ReferralCandy product
- 55. Referral programme incentivises referrals
- 56. Expectation Day 1: Start Referral Programme Day 2: Instantly get millions of referral sales
- 58. Reality Time Referral Rate Exponential growth is more common
- 59. Time Referral Rate How do we speed this up?
- 60. Providing automated referral programme tips tailor-made for each retailer
- 61. No. of advocates % that share Shares per advocate Checkout rate Referral funnel Store visits per share
- 62. No. of advocates % that share Shares per advocate Store visits per share Checkout rate Ways to optimise referral funnel Invite past customers Referral programme promotion Reach out to influencers Product satisfaction Attractive incentive Varied triggers Persuasive messaging Varied triggers Product satisfaction and usage frequency Product visibility Friend closeness or Feel good Value proposition of product Persuasive messaging Attractive incentive Convinced by multiple sources or advocate Seasonal needs Attractive incentive
- 63. No. of advocates % that share Shares per advocate Store visits per share Checkout rate Ways to optimise referral funnel Invite past customers Referral programme promotion Reach out to influencers Product satisfaction Attractive incentive Varied triggers Persuasive messaging Varied triggers Product satisfaction and usage frequency Product visibility Friend closeness or Feel good Value proposition of product Persuasive messaging Attractive incentive Convinced by multiple sources or advocate Seasonal needs Attractive incentive
- 64. Google “give 15 get 15” . One of our retailers using ReferralCandy uses great SEO to promote their referral programme
- 65. Every industry works differently
- 66. 5. Run a referral programme Constantly optimise and experiment in your referral funnel: - How can the incentives be more attractive? - How can the message be more persuasive? - How to get more people aware of your referral programme? - What other triggers can be used?
- 67. How do you design for Word of Mouth? 1. Make a great product 2. Piggyback events 3. Reach out to influencers 4. Use triggers 5. Run a referral programme
- 68. Make a great product that “wows” yourself
- 70. ReferralCandy is hiring! We’re looking for product designers, software engineers, and more! Find out more at https://angel.co/referralcandy/jobs