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Since 90% of users trust peer recommendations, and only 14% trust advertisements, you are really missing out by not effectively tapping into the social capital represented by your customers and advocates. Come learn how you can deploy a range of tactics to drive your viral engagement and word-of-mouth strategies. We will cover specific B2B Event marketing case studies and strategies for DemandCon, ConversionCon and TiEcon that delivered thousands in incremental sales. We will also cover lessons learned on what works and what does not for viral and word-of-mouth campaigns. Key takeaways: -Why engagement matters, and how it translates to bottom line benefits - How to drive viral engagement & word-of-mouth across email & social media - The Power of Content – content and copy done right, to get users to act - The Power of Motivators – how motivators differ between B2B and B2C
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Email: [email protected]: @iyermaniSlideshare: www.slideshare.com/kwanzoo
B2B Viral Marketing & Word-of-MouthStrategies
Case Studies, Lessons Learned
Agenda
1. Quick Overview of Kwanzoo
2. Viral Marketing / Word-of-Mouth Case Study: TiEcon 2011
3. Five Keys to Success: B2B Viral Marketing / WoM Campaigns
4. Learnings from Conversion Conference 2011
5. More Tips: Viral Marketing / WoM Campaigns B2B Demand Generation Tactics B2B versus B2C – Key Differences
Kwanzoo - Multichannel Engagement Marketing
Kwanzoo improves ROI from existing campaigns by increasing:
• engagement and click throughs (CTR)• conversions of targeted leads• word-of-mouth mentions and sales• insights on audience intent & preferences
Engagement Marketing Units
Email Newsletters Websites
Social Communities(Facebook, LinkedIn, Other)
Paid MediaAdvertising
AffiliateSites Re-targeting
We Serve Marketers Across Industries
Business-to-Business
Conferences & Events
Business-to-Consumer
Kwanzoo increases engagement and conversions for demand generation, enhance lead nurturing, word-of-mouth, and event marketing campaigns.
Embedded marketing units - polls, surveys, shares, opt-ins
Smart Poll (in-Email)
Smart Survey Smart Poll (Web)
Smart Share(Tell-a-Friend)
Smart Opt-In
1. Smart Shares, Polls and Surveys in email Custom size units inside email
2. Landing page
Smart Shares and Surveys leverage social sharing and incentives to drive conference sales
3. Share the promotional offer socially to receive discount
4. Promo code shown after sharing with link to register
B2B Case Study - 10X Overall ROI, 3X ROI for Net New Attendee Sales
• Social sharing by 33% of survey takers• Promo code used by 56% who received code• Email reach doubled via social sharing
TiEcon – The World’s Largest Conference for Entrepreneurs
• 30+ Sessions
• 120+ Speakers
• 7 Conference
Tracks
• 3400+ Attendees
The TiEcon Marketing Challenge
• 1-Day Conference Pass$195/$345
• 2-Day Conference Pass$495/$645
• Annual Membership$100
• Target Conversion Value$350
Kwanzoo Tell-A-Friend Unit / Survey + Tell-A-Friend Unit
2. Landing page
1. Email 1. Email
2. Landing page
Keys To Success: B2B Viral Marketing / WoM Campaigns
1. “Bake In” Viral & WoM Strategies from the Get Go!
2. Be Clear on Goals From The Start• Sales, Leads, Awareness and Reach
3. Map Out the Incentives and Promotions that You Will Offer Users
• Remember, Users Are Smart!
4. Put Together a Plan and Stick With It Till The End
5. Get Creative, Iterate Along the Way
TiEcon 2011: Viral / WoM Units Used, and Pricing Strategy
Timeframe > 12 wks to Conf 12 wks to Conf 8 wks to Conf 4 wks to Conf
Retail price $195.00 $295.00 $395.00 $495.00Retail price increase $0.00 $100.00 $100.00 $100.00
Standard discount percentage* 61% 40% 20% 0%Kwanzoo discount amount $0.00 $25.00 $100.00 $150.00Net price $195.00 $270 $295 $345
Kwanzoo discount percentage 0% 10% 25% 30%
Kwanzoo units Tell-a-Friend Tell-a-Friend Tell-a-Friend3 Question Survey + Tell-a-Friend
Best practice tip Put in a "Tell-a-Friend" unit
Add text link in the main content section along with the in-email Kwanzoo unit in the sidebar
Weekly emails; place expiration time to add urgency, e.g. "only 18 hours left"
Increase promo value, ask for additional work (survey). Mail frequency bi-weekly. End date on promo in bright colors. Change Kwanzoo unit and promo value. Use survey results in conference content.
* Target Conversion Value $350
TiEcon Campaign Timeline and Results Mailing Timing Frequency Action Results#1 12 weeks once Alumni email - share unit a few sign ups
#2 8 weeks weekly First incentivized promo at 10% off; price raised
#3 8 weeks weekly First incentivized promo at 10% off; price raised
some sharing, very few conversions
#4 8 weeks weekly Same promo w/expiration date
#5 6 weeks weekly price increase; promo discount increased, net increase
users better incented to take action
#6 4 weeks bi-weekly (Tu & Thu) Price increase; prominent "offer ends". Tell-a-Friend unit
#7 4 weeks bi-weekly (Tu & Thu) Price increase; prominent "offer ends". Smart Survey unit
New creative with Smart Survey unit; increase in conversions due to upcoming price change
#8 2 weeks bi-weekly (Tu & Thu) Kwanzoo promo increase to $150, survey and share required
10s of conversions at $100 promo, then 10s more at $150
#9 2 weeks bi-weekly (Tu & Thu) 24 hour extension of early price more registrations
#10 1 week final set of emails no changes
Measure and make changes with each campaign…
Drive registrations with Tell-a-Friend• Use social sharing to virally grow registrations
Success Tip: Get “Baked In” Early!
2. Easy tweet
1.Smart Share in email and on website
3. Promo code delivered
More Tips: Viral Marketing / WoM Campaigns
1. Match Incentives to the Audience• $10 Amazon Gift Certificate, 20% Off Discount Code,
Forrester Research Brief, $150 Off Conference Pass, IPad2 Giveaway
2. Have Clear and Compelling Content and Copy
3. Make the Incentive or Reward Explicit • No Thinking Needed
4. Get To It Quickly • Build Into Opening Screen, Add More Detail On the Landing
Page
5. Leverage Your Tweet and Share Copy to Drive More Inbound Interest
Summary
1. Quick Overview of Kwanzoo
2. Viral Marketing / Word-of-Mouth Case Study: TiEcon 2011
3. Five Keys to Success: B2B Viral Marketing / WoM Campaigns
4. Learnings from Conversion Conference 2011
5. More Tips: Viral Marketing / WoM Campaigns B2B Demand Generation Tactics B2B versus B2C – Key Differences
