womma webinar with extole & j. hilburn

The Power of Social Referrals

Nichole Goodyear, Strategic Advisor, Extole @ngoodyear @ExtoleInc

Neal Patel, VP Technology, J. Hilburn @JHilburn

February 8, 2012

© 2012 Extole, inc. All rights reserved. Proprietary/Confidential.

AGENDA

2 © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.

1. Introduction 2.  Market Landscape

3.  Consumer-to-Consumer Social Marketing

4.  Social Referral Case Study – J. Hilburn

5.  Key Takeaways 6. Q&A

Market Landscape


THE MARKETING OPPORTUNITY

TRADITIONAL Brand Created One Directional – Push Marketing

NOW Customer Generated Two Directional – Social Marketing

Less Trusted, Becoming Less Effective

Trusted, More Effective, Wider Reach


EVOLUTION OF SOCIAL


Social 1.0

•  Social Media Monitoring

•  Social Profiles & Social Connections

Social 2.0 – Social Communities & Social Graph

•  Facebook Brand Profile – Amass Likes

•  Twitter Profiles - Followers/Customer Service response

Social 3.0 – Social Commerce

•  Customers as a powerful marketing channel •  Social signal creation •  Social buying


CONSUMERS TRUST PEERS

•  90% of consumers trust friends

•  70% trust consumer opinions

CONNECTION TO CONSUMERS


Consumer

SOCIAL BY THE NUMBERS


•  Social networking sites reach 82% of the world’s online population; representing 1.2 billion users worldwide

•  Facebook ~800M estimated 1 Billion users by Dec 2012

•  Google + currently ~90M users; on track to reach 400M in year

•  Twitter ~200M profiles

•  LinkedIn ~135M members

•  1 in 5 minutes spent online is social networking; 3 in 4 minutes on social networking on Facebook

GOOGLE SEARCH BY THE NUMBERS


• Google Searches – ~1 Billion per day; ~42M per

hour ; ~47K per second – ~15% all searches came from

mobile devices, Early 2011

• Google Revenue – $29B 2010 Digital $ – 97% from search –  $10B Quarter Q4 2011

SEARCH IS BECOMING SOCIAL

10 10 © 2012 Extole, inc. All rights reserved. Proprietary/Confidential.

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WHAT’S NEXT


•  82% of online world is spending time on social networks

•  ~1 Billion Google searches per day

•  Google’s digital revenue in 2010 was $29B; 97% from search

•  Brands & consumers depend on search to find info & buy things

•  Google doesn’t have access to Facebook data

Twitter & Google used to have a contract which allowed Google to have a “pipe” into Twitter

It makes sense that social & search would intersect AND…Google would include social signals (tweets, posts, shares, authority, relevancy) into

search algorithms affecting search results

So if…

Consumer-to-Consumer Social Marketing


Extole is the leading Consumer to Consumer (C2C) Social Marketing Platform for brands and agencies to turn customers into social advocates, tapping into a powerful new marketing channel

•  Powering 200+ leading brands & agencies •  Founded in 2009 •  Based in San Francisco with over 70 employees

COMPANY OVERVIEW


C2C MARKETING DRIVES MEASURABLE RESULTS

Trusted Referrals from Friends

Social Advocates Promote Brand

Social Content Amplifies Awareness

Acquisition & Sales

Traffic & Awareness

Social ROI & Insight

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Measurable Social Results


Grow Acquisition

& Sales

•  Increased volume of new leads

• Higher AOV (Average Order Value) & LTV

• 3-5x conversion over other channels

Increase Traffic &

Awareness

• New referral traffic to brand.com

•  Increased shares in the social graph

•  Improved Social SEO rankings

Gain Social Insight & Measure ROI

• Understand your brand’s social graph

• Track advocates & influence across channels

C2C MARKETING BENEFITS


Social Referral Case Study J. Hilburn


J. HILBURN OVERVIEW

•  Custom luxury menswear, online ordering •  Network of over 1,000 style advisors to measure for a

proper custom fit •  No direct marketing


J.HILBURN – THE CHALLENGE

•  Historically relied on stylist referrals for new customers •  Customer base organically referring new customers •  Needed way to track, amplify & optimize customer referrals •  Wanted to reward advocates, increase the brand’s social

presence, and gain insight into its customers’ social behaviors


J. HILBURN – THE SOLUTION

•  Launched Social Referral program in Sept 2011 •  $50 voucher to social advocates for every referred friend

who purchases •  Referred friends get $50 discount on first order of $100+ •  Easy-to-use share tools to refer friends via Facebook,

Twitter, email and personal URLs


J. HILBURN – PROMOTING THE PROGRAM


•  Promoted referral program via owned channels such as blog, Twitter, email, website and Facebook

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J. HILBURN – SHARING WITH FRIENDS


•  Easy-to-use share tools •  Consumer to Consumer referrals via Facebook, Twitter,

email and personal URLs •  Default messages social advocates can personalize

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J. HILBURN – PERSONALIZED FRIEND LANDING PAGE


•  Personalized friend referral landing page •  Ensures highest level of friend trust, engagement,

and conversion

J. HILBURN – THE RESULTS

45 Days After Launch

•  Identified over 1,000 brand social advocates •  Averaged 12 shares per social advocate •  Generated 10,000+ social shares via Facebook, Twitter,

and email •  Drove 600+ new transactions and $250,000 in sales •  Not only increased sales, it also improved overall

customer experience


ü  Social referrals amplify word-of-mouth ü  Referral program improved customer experience ü  Drove new and repeat sales ü  Drove average order value up ü  Must re-market program keeps users engaged & encourages

sharing (ongoing) ü  Strategize on how referrals can tie into other social efforts

TAKE AWAY POINTS J. HILBURN KEY TAKEAWAYS

Key Takeways & Q & A


TAKE AWAY POINTS CONCLUSION


ü Consumer behavior has drastically changed, consumers trust content from friends and peers

ü  Social is becoming an integral part of search ü  Social advocates can be top marketing channel ü Consumer to consumer referrals drive results ü  Social referral programs encourage the creation and sharing of

consumer-generated content

Thank you so much for your time today. We look forward to your questions! Resources: •  J. Hilburn Case Study

–  http://extole.com/case-study/j-hilburn/ •  Extole Social Referral Best Practices

–  http://extole.com/bp_guide/ For any additional questions, please contact us at [email protected]

Q & A

The Power of Social Referrals

Nichole Goodyear, Strategic Advisor, Extole @ngoodyear @ExtoleInc

Neal Patel, VP Technology, J. Hilburn

February 8, 2012


womma webinar with extole & j. hilburn

Technology

extole ngoodyear

consumer social

social advocates

social graph

social networking

social referrals

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