the r-factor: getting customers through customers
Post on 29-Jul-2015
78 Views
Preview:
TRANSCRIPT
#RIC15
The R-‐Factor: Ge/ng Customers through Customers
Sco+ Samios, Extole
#RIC15
Imagine your ideal adver0sing partner.
#RIC15
#RIC15
Targeted
Your ideal adver0sing partner
Yes No
#RIC15
Targeted
Your ideal adver0sing partner
Yes No
#RIC15
Targeted Personalized
Your ideal adver0sing partner
Yes No
#RIC15
Targeted Personalized
Your ideal adver0sing partner
Yes No
#RIC15
Targeted Personalized Effec0ve in every channel, including offline
Your ideal adver0sing partner
Yes No
#RIC15
Targeted Personalized Effec0ve in every channel, including offline Acquire customers who have a higher LTV
Your ideal adver0sing partner
Yes No
#RIC15
Targeted Personalized Effec0ve in every channel, including offline Acquire customers who have a higher LTV Acquire customers who give you higher NPS Drive reten0on Reac0vate dormant customers
Your ideal adver0sing partner
Yes No
#RIC15
Targeted Personalized Effec0ve in every channel, including offline Acquire customers who have a higher LTV Acquire customers who give you higher NPS Drive reten0on Reac0vate dormant customers
Your ideal adver0sing partner
Yes No
*Checkbox graphic created by Frederick Allen from the Noun Project
#RIC15
Your exis9ng customers are your best adver0sing partner.
#RIC15
#RIC15
More customers, beQer customers
#RIC15
What is a “beQer” customer?
#RIC15
What is a “beQer” customer? For AAA...
#RIC15
What is a “beQer” customer? For AAA...
#RIC15
What is a “beQer” customer? For a leading bank...
#RIC15
What is a “beQer” customer? For a leading bank...
#RIC15
What is a “beQer” customer? For a leading bank...
#RIC15
What is a “beQer” customer?
#1 source of new to file Significant source of 36 – 48mo re-‐ac0va0ons
3x conversion rate
#RIC15
And the gold standard of customer quality…
#RIC15
And the gold standard of customer quality… They are more likely to refer new customers.
#RIC15
0%
5%
9%
14%
18%
Cust 1 Cust 2
3.2x
5.3x
We call it R-‐Factor The rate at which a customer
refers other customers
Retailer 1 Retailer 2
Other channels
Other channels
Referral channel
Referral channel
#RIC15
Every customer is a prospec0ve advocate.
#RIC15
#RIC15
#RIC15
#RIC15
This is your new channel
Email Referral Search
#RIC15
% CTR
Advocates
Shares
Conversions
% advocacy rate % advocacy rate
# per advocate # per advocate
% CTR
# #
1.88x
52.6%
6.19%
18%
2.5x
47.0%
7.4%*
12.4%
*Based on Extole 3/1 Retail Benchmarks
Friend visits
It is measurable
#RIC15
#RIC15
It can be op9mized
#RIC15
Web
Social
Mobile
Discovery Considera0on Purchase Reten0on
Offline
It is cross-‐device...and everywhere
#RIC15
You can ask for a referral in the product itself
#RIC15
… and in the app
#RIC15
“Best giDs, at great prices.”
“Get decently priced, monogrammed giDs from Kipling!”
“Hi check out on this product. If you want a new bag think about Kipling. Now you can have $15 discount if you make purchase of $75 or more. “
“You have just received $15 from Silvia. Spend it here on any Handbag Backpack or much much more. Merry Christmas”
“These are awesome bags!!!!!”
“Awesome site, just saved 14% for date night”
“Mo, shut the front door. this is nuts!!!!!!!!!!!”
It is personal
#RIC15
Yo dog: I'm sending you a referral for Carbonite. They have a deal now where they're giving 20% off a 2 year subscription and 30% off a 3 year subscription for new clients only. AND, if you sign up via this referral, we BOTH get a $20 gift card to apply to our accounts. I realize I sound like a Carbonite sales guy right now, but it's me, I'm writing this. I'm going to prove it by calling you a bitch. Bitch. --Rex
… some0mes too personal
#RIC15
And we can target real customers
#RIC15
especially when they become #superadvocates
#RIC15
How does Extole help you find beQer customers?
Plagorm. Experience.
Provide Instant Benefits Create & measure
“referral impressions” to create a true acquisition channel.
Realtime rewards, automated quality scoring and fraud detection to create instant gratification for both friends & referrers.
Make it Easy Create a truly frictionless sharing experience. Registration & logins kill conversion.
Promote Referrals Everywhere
#RIC15
top related