Omnichannel Referrals for the Modern Marketer
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Learn how the new Extole Referral API helps you delight advocates and acquire more customers throughout the customer journey. See examples from AAA, Casper Sleep, and more.
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Omnichannel Referrals for the Modern Marketer
- 1. #referralmarketing | hello@extole.com Omnichannel Referrals for the Modern Marketer
- 2. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing The speakers Jen Gray Director of Marketing Extole Jordan Reed Director of Product Extole
- 3. #referralmarketing Let me tell you a customer story…
- 4. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing
- 5. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing
- 6. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing
- 9. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing
- 10. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Cross Device
- 11. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing The Offline Effect
- 12. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL Referral API What is an API? What does it enable? “Can you give me a share link?” “Yeah, no problem.” Promotion Sharing Tracking Reporting
- 13. #referralmarketing Referral API App and Offline The Extole Referral Platform Shares People Campaigns Quality SupportAnalyze Mobile Rewards Data Share/Refer CRM/OMS/etc my.extole.com Dashboard EventPromote Web Email Social Rewards
- 15. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Customer Journey of RicardoSF Discovery Consideration Purchase Engagement Referral Marketing Shop Install App Purchase Online Nurture Share Share Share Purchase In-Store Social
- 16. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Traditional Friend Messages
- 17. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Referred Customers are Better Customers
- 18. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Discovery of RicardoSF Discovery Consideration Purchase Engagement Referral Social Marketing Shop Install App Purchase Online Nurture Share Share Share Purchase In-Store
- 19. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Facebook and Twitter
- 20. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Product Marketing Email Look what we just got! We’re excited to announce our all new line of Donna for Women brining the time-honored quality "Made in Italy" label while leaving a distinctly modern impression. shop now Not ready to buy a pair right now, but know someone who would love them? Just send them over with your link. They’ll get $20 off their purchase and you’ll receive $20 off your next purchase. https://share.ricardosf.com/jordan Token Name ValueType {{my.share link}} {{member.share link}}
- 21. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Customer Journey of RicardoSF Discovery Consideration Purchase Engagement Referral Social Marketing Shop Install App Purchase Online Nurture Share Share Share Purchase In-Store
- 22. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Shopping Website
- 23. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Shopping Website - On the Go
- 24. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Shopping on the Mobile App
- 25. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Customer Journey of RicardoSF Discovery Consideration Purchase Engagement Referral Social Marketing Shop Install App Purchase Online Nurture Share Share Share Purchase In-Store
- 26. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Post-Purchase Thanks for you purchase, why not
- 27. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Order Status Emails Thank you for your order Here are your shipment details and tracking information. Gidigio VITTORIA Shipped: Delivers Jul 15, 2015 by Standard Shipping Order #W216418943 Ship To: Jordan Shopper 101 California Street San Francisco, CA 94111 $365.00 Subtotal Estimated Tax Order Total $365.00 $28.89 $393.29 Shipping Method: by Standard Shipping What to tell your friends about your great new shoes? Just send them your link to start shopping. They’ll get $20 off their purchase and you’ll receive $20 off your next purchase. https://share.ricardosf.com/jordan Refer a Friend Your shipment is on its way. Here are your shipment details and tracking information. Gidigio VITTORIA Shipped: Delivers Jul 15, 2015 by Standard Shipping Track Shipment Shipping Address: Jordan Shopper 101 California Street San Francisco, CA 94111 Carrier Name: FedEx Tracking Number: 642428269601 What to tell your friends about your great new shoes? Just send them your link to start shopping. They’ll get $20 off their purchase and you’ll receive $20 off your next purchase. https://share.ricardosf.com/jordan Refer a Friend
- 28. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing On the Box
- 29. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing In the Box
- 30. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Customer Journey of RicardoSF Discovery Consideration Purchase Engagement Referral Social Marketing Shop Install App Purchase Online Nurture Share Share Share Purchase In-Store
- 31. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing In the Store
- 32. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Printed Receipts
- 33. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Customer Journey of RicardoSF Discovery Consideration Purchase Engagement Referral Social Marketing Shop Install App Purchase Online Nurture Share Share Share Purchase In-Store
- 34. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Over the Phone
- 35. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Social Outreach
- 36. #referralmarketing Case Studies & Treats
- 37. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Find you moments of delight
- 38. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Social Integration
- 39. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Surprise and Delight
- 40. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Mobile App
- 41. ©2015 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Share Everywhere - Mobile App (Referral API)
- 42. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing
- 43. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing When a customer is asked to share by a sales agent… 1 out 3 of their friends will convert.
- 44. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Program Highlights Since the launch your program has generated 10,349 advocates 1 in 3 of your customers advocate
- 45. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing 46x more revenue per advocate when a phone sale asked for a referral than post purchase website call-to-action Phone Promotion
- 47. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Expert Customer Success and Technical Team “We’ve reviewed your program for the quarter and came up with three promotions that should be able to increase the revenue of the program by 20%.” “We can get Share Links into SugarCRM - let’s me send some documentation and we can schedule a call with your engineers.”
- 48. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Help Center
- 49. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Developer Center
- 50. ©2014 Extole Inc., All Rights Reserved. PROPRIETARY / CONFIDENTIAL #referralmarketing Know anyone who needs referrals? share.extole.com/jordan share.extole.com/jen
Editor's Notes
- The customer journey spans devices. It spans locations. With referrals it spans customers. When Extole looks at the top referral campaigns we power, we always see multiple devices in play for a program as advocates share on their computer or the phone - and it crosses the device divide when it moves from one half to another. We’re going to focusing on how to weave referrals throughout your customer journey so you can bring the benefit of referrals into every customer touchpoint.
- Customer journeys aren’t just about your online experience. Every customer journey includes social, word of mouth, telephone, and many other touch points. Here’s a similar chart for an Extole-powered program that enabled friends to buy at a store and tell the sales agent who referred them. This company saw their overall referrals grow and now half of their referrals are happening through offline word-of-mouth. This offline solution--the tracking, rewarded, and reporting--is all powered with the Extole Referral API.
- What is an API? The Referral API defines the tasks and questions you can ask of Extole. Like, “can you give me a share link?” And then Extole will pass one back. Facebook has an API. Twitter has an API. Salesforce has an API. Microsoft Office has an API. Every platform and piece of software these days has an API.
- At Extole, we believe the best referral programs are woven into every step in the customer journey. We built the Referral API on top of our core services to power our own web, mobile, and app experience and to enable our customers to power their own experiences wherever a consumer interacts with them. At Extole we believe a strong platform must know *who* is sharing, *what* are they sharing, and *how and where* are they sharing. A referral platform needs to be managed as many campaigns that can enforce quality participation and instantly provide rewards. The best way to know what our Referral API can do is to show you what it can do.
- Let’s look at the customer journey of a company called RicardoSF and see how the Extole Referral API can add referrals into every touchpoint. At the end, we’ll see some real examples of how Extole programs are already using the Extole Platform to weave referrals into some unique and powerful places.
- RicardoSF is a retailer of fine hand-crafted clothing accessories. It has a website, a mobile site, a mobile app, and store locations. It has woven referrals and sharing into every part of its customer journey so that no matter what step a customer, potential customer, or enthusiast is at, he can share something he loves with friends and let new customers discover RicardoSF. This first form of discovery is referral discovery - people discover RicardoSF because someone they know shared with them.
- Referrals are all about bringing new customers into that discover phase. The traditional share locations are email and social, but there are lot of additional opportunities for sharing that the Referral API can help.
- Why are we adding referrals into every touchpoint? Because referred customers are one of the best customers to bring into your user journey and make part of the family. They spend more, stick around longer, and love you more. And referred customers are more likely to refer themselves and bring in more great customers.
- So let’s look at other points of discovery where people learn about RicardoSF. Some customers will find out through referrals, but many will also discover RicardoSF through social outreach and traditional marketing.
- RicardoSF has a great Facebook Page and Twitter Feed where they are always talking about great shoes, their great stores, and their great customers. As a boutique brand, there are a lot of people who love RicardoSF who aren’t even customers but follow them on social -- and after a few successful referrals those enthusiasts might be able to use an advocate reward to get that super styling pair of shoes they couldn’t justify any other way. Other people first discover RicardoSF on social when a friend liked, shares, or retweets. Those people can quickly learn that there is a referral program and share immediately: “Hey, I just learned about this cool brand and they’ve got a referral program. I can give you a discount, and if you buy, it’ll help with my first purchase.” By using the Extole Referral API for promotion, RicardoSF uses HootSuite to generate and schedule posting trackable promo links to their referral program. Those promotional links are all reported Extole and show exactly how many shares and purchases they caused. RicardoSF has also build a custom Facebook app on the Referral API that gets embedded right into their Facebook Page so an advocate never has to leave Facebook to share.
- People still in the discovery phase have made it onto the marketing email list. Whether the team uses Salesforce, or Marketo, or Eloquoa to send out their product marketing the Referral API can be used to get a consistent or personal share link for the recipient and include it in the email. As the person receiving this mail, this great new line of women’s shoes isn’t right for me, but since I’m reminded there is referral program, I might share it with my sister, who I know is always on the look out for something snazzy.
- There are other discovery touchpoints where you can use the Referral API to manage promotions for tracking different channels or create Share Links to make sharing easier. Once a customer has learned a little about RicardoSF they’ll move into the consideration step and start shopping directly.
- Eighty-one percent of shoppers conduct online research before they make a purchase ( http://www.adweek.com/socialtimes/81-shoppers-conduct-online-research-making-purchase-infographic/208527 ). Whether they buy from the website, over the phone, or in-person, the majority of customers will interact with RicardoSF.com as part of their customer journey. Optimizing the website is its own topic. But with the Referral API, RicardoSF manages all of its content and promotions inside of the eCommerce platform. The content team built their own experience inside Magento and are using the Extole Referral API for campaign targeting to know which incentive to show the advocate, to get back Share Links, and to post the shares to social media.
- RicardoSF’s mobile team has done the same thing on their mobile website. They used the Referral API for targeting and for social integration.
- The mobile team went farther and also used the Referral API to build referrals directly into the RicardoSF mobile shopping app - making use of the same platform as the other channels for campaign targeting and sharing. Because the Website, Mobile Web, and Mobile App are all built on the Extole Referral API, their referral marketing manager can change the incentive from $20’s off to 20% off and that change is instantly reflected in the promotion and the sharing in all three channels.
- Consideration is over and it’s time to buy!
- When a customer buys on the web, they are shown post-purchase chance to share the product they just bought. The purchase journey is far from over.
- After purchase there is an instant confirmation email and then another email when the shoes are shipped. The order processing system using the Extole Referral API to get back the same personal share link for the customer and place it straight into the email.
- The fulfillment center slaps a referral promotion sticker onto the side of every box they ship. This isn’t a personal link, it’s a promotional link so that anyone who sees the box as it travels knows about the program - and the content of the offer on the box was pulled from the API when the sticker printed. The box is a little beat up, but the sticker goes the whole way.
- The fulfillment center’s invoice printer also use the Extole Referral API to get and print a promotional message and personal share link directly onto the invoice. Even on the fulfillment side, because each step of the way is using the Extole Referral API to get the promotional messages, share messages, and share links, when I target and optimize my program incentive it changes at every single one of these points in the customer journey.
- RicardoSF also has brick-and-more mortar stores - when you sell shoes people want to try them on. Their expert in-store fashion consultants often generate some of the best moments for customers.
- Using the Extole Referral API, every store and every employee is able to print out referral cards with personal promo links that track back to the store and consultant promoting the referral program. Because the customers share through that Promo Link, no matter how their friend buys, the sale gets tracked back to the store and person who brought the customer in. You could print it straight onto business cards.
- And when they purchase in store, the point-of-sales system uses the Extole Referral API to print referral information directly onto the store receipt. Since almost everyone joins the RicardoSF loyalty program they can get a personal share link - and the receipt has a tear-away referral section to hand to friends.
- The journey isn’t over yet - because once you become a customer RicardoSF keeps you in the family.
- If you ever need to call up RicardoSF to ask about your order, make a new purchase, or even process a return, their call-center uses ZenDesk to help you out and the Referral API is placing a link directly into ZenDesk so their call center script ends every call by providing your referral link. Or they’ll let you tell them an email address over the phone and they will send off the referral email for you.
- Whenever their social outreach team see a positive mention of RicardoSF, they’ll share the person’s share link to them. That way if a friend-of-a-friend is looking through the post’s replies/comments, than can come straight into the referral program as that person’s friend.
- That’s an overview how RicardoSF uses the Extole Referral API to bring referrals into every point of the customer journey. Most Referrals programs won’t start by integrating at every touchpoint - instead, working with Extole, we identify the biggest potentials to bring in more revenue through referrals and use that build up referrals over time. Here some actual examples of the scenarios I talked about.
- AAA Insurance uses the Promotional APIs to make promo links and print cards for insurance agents to hand out. MadisonReed, who ships products to people, uses the personal share link API cards into the boxes going out.
- Seamless has a page app in their Facebook Page for advocate’s to share directly inside of Facebook -- no need to leave. Intuit armed their social teams with Promo Links to promote their products with referrals.
- Walmart sends surprise-and-delight gift boxes to people involved in the referral program encouraging them to share pictures on Instagram, Pinterest, Twitter, etc., and bring in more new customers. The Share Link API lets them easily include thank you cards with Share Links.
- Starbucks uses the promotional APIs to generate trackable promotions - here is a promotion that went into the Starbucks App inbox for Gold Card customers and took them straight into referrals inside of the Starbucks app.
- Madison Reed has the referral API directly integrated into their mobile app with surprise and delight moments.
- Casper Sleeps sends thank you cards with personal share links to customers with their mattress.
- For a program that armed their sales team with referral promo links to bring in friends, we can see that one out of every three friends become a customer. Pretty slick, right? Let’s look at three fun numbers.
- For a program that is hitting Omnichannel using promo links and sending out share links to customers - they get 1 in 3 of their customers to get their friends a link into the program.
- Referrals are all about people - friends sharing to friends and family, and personal promotion works well here. For this retailer if you buy online you’ll automatically see a share experience. If you buy over the phone the sales agent will offer to send out a referral for you. If someone over the phone shares, their friends will bring in 46x more revenue than for someone who shares online.
- How does someone even get started with the referral API?
- Extole partners with you to drive getting the best referral program possible - our customer success team focuses on marketing success and our technical services group focus on technical success. For all of our customers, we’ll be reaching out with great opportunities for using the Referral API, but if you have any ideas, just ask - even if you just want a brainstorming session.
- Our internal help center is full of best practices and optimizations showing you how to run the best possible referral programing and giving ideas how optimizations can influence your bottom line.
- We’ve just launched an invite-only developer center focused on supporting your developers as they use the Referral API. It has a best-in-class API Explorer to let them try all of the APIs right from their web browser without having a write a line of code.