Drive Leads not Likes: How to Build an Integrated Social Referral Campaign

Drive Leads not Likes: How to Build an Integrated Social Referral Campaign

March 26th, 2013

Kristy Grayson, DeluxeAllison Dyer, MarketoRobin Bordoli, Marketo

Allison Dyer

Social Marketing Consultant, Marketo@dyerallison

Kristy Grayson

Director of Integrated Marketing, Deluxe@kristygrayson

Robin Bordoli

General Manager - Social Marketing Marketo@rbordoli

Page 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Quick Housekeeping

• Chat box is available if you have any questions

• There will be time for Q&A at the end

• We will be recording the webinar for future viewing

• All attendees will receive a copy of the slides


Why? How?

Social Marketing


Almost everyone is doing it

Harvard Business Review 3/2013 - Social Media: What Most Companies Don't Know


Peer to Peer more powerful than Company to Buyer


B2B not far behind B2C

Yes76%

No22%

Don't know2%

Total

Yes79%

No20%

Don't know1%

B2C

Yes68%

No26%

Don't know6%

B2B

Source: The Chief Marketer 2012 Social marketing Survey polled 1,050 active marketing professionals at brands and agencies distributed across a range of industry verticals, including manufacturing, retail, financial, healthcare, travel, entertainment, publishing, advertising, database and nonprofit sectors, from August 7 to September 10, 2012.


It’s never been easier


✔ ✗

You can drive revenue, not just likes


SocialMarketingManager

Social Marketing is no longer a silo

Allison Dyer

Social Marketing Consultant, Marketo@dyerallison

Kristy Grayson

Director of Integrated Marketing, Deluxe@kristygrayson


Deluxe: The Quick Facts

• Nearly 100 years in business• America’s best known check brand• 1/3 of our revenue now comes from outside our core

business• 6,200 financial institution clients and 4 million active

small business customers


Referral Marketing – The What!



RECEIVE FREE

ADMISSION

GET IN

FREE

GET $20 GIFT

CARD

Get 50% OFF



RECEIVE A

MONTH

FREERECEIVE

FREE ADMISSION

GET IN

FREE

EARN

$20

GET $20 GIFT

CARD

WIN A

TRIP!

Get 50% OFFWin 2

Ticket

s!

WIN AN

IPAD





Refer 3 Friends

and win an IPAD!



Refer 3 Friends

and win an IPAD!



Refer 3 Friends

and win an IPAD!



Refer 3 Friends

and win an IPAD!



Refer 3 Friends

and win an IPAD!



Refer 3 Friends

and win an IPAD!


Referral Marketing – The Why!

FACT: Businesses who share content across social networks has increased by 70% in 2013

FACT: On average, WOM recommendations result in 3 to 5X higher conversion rates than other channels

FACT: People trust advice from friends more than they trust brands“The basic idea here is that the best type of advertising is a message from a friend.”Source: Mark Zuckerberg

Word of Mouth: Comes with a 92% trust rate!Source: Nielsen Research 2012


Referral Marketing – The How!5 Easy Steps to Successful Referral Marketing



1Create an Exciting

Offer



1 2Create an Exciting

Offer

Promote the Offer



1 2 3Create an Exciting

Offer

Promote the Offer

Keep it Simple



1 2 3

4

Create an Exciting

Offer

Optimize

Promote the Offer

Keep it Simple



1 2 3

4 5

Create an Exciting

Offer

Optimize

Promote the Offer

Keep it Simple

Measure

Success


Create an Exciting Offer1


Leverage Marketo

1 Select Referral Offer


Leverage Marketo

12

Select Referral Offer

Create Referral Offer with Marketo


Leverage Marketo

12

Select Referral Offer

Create Referral Offer with Marketo

3

LAUNCH Referral Offer!


The Results!Deluxe Knowledge Exchange 2013 Event Referral Offer

• 23% increase in registrations• 120% increase in opened

emails• 500% increase in clicks on

event related Facebook posts• 8.6% increase in Twitter

followers• 635 Tweets throughout the

conference


Promote the Offer2


The Results!

• 37% Response Rate• 25% Requested Meetings• 3% Valued at 200K Additional Revenue


Keep it Simple3


How Marketo Automates the Referral Process

1. Referral Activate

d

2. Personal

Email Triggered

3. Automate

d Fulfillment

4. Participants

Share

5. Nurture Leads

6. Analyze

7. Remarket



Effective Personal Engagement

Creates Efficiency


d

2. Personal

Email Triggered

3. Automate

d Fulfillment

4. Participants

Share

5. Nurture Leads

6. Analyze

7. Remarket




Creates Efficiency

Discover your Influencers

Proving ROI


d

2. Personal

Email Triggered

3. Automate

d Fulfillment

4. Participants

Share

5. Nurture Leads

6. Analyze

7. Remarket




Creates Efficiency

Discover your Influencers

Proving ROI


d

2. Personal

Email Triggered

3. Automate

d Fulfillment

4. Participants

Share

5. Nurture Leads

6. Analyze

7. Remarket

What was manual and time

consuming is now automated!


• 25% Overall Share Rate• 1 M Social Reach• 32% Click-Back Rate

Optimize Carbonite Free Trial Referral Offer4


Measure SuccessTraffic, Interaction, Sharing, Conversions, Reach

5


Campaign Analytics –Social Participants


Key Metrics for Marketers?

• Followers, fans, members, subscribers (to competition)• Tweets, comments, discussion threads• Blog posts• Reach• Sentiment• Sales team utilization• Deal velocity• Revenue tracked to social leads


1 2 3

4 5

Create an Exciting

Offer

Optimize

Promote the Offer

Keep it Simple

Measure

Success

Keys to Success

QUESTIONS?

Thank You!

Documents

Drive Leads not Likes: How to Build an Integrated Social Referral Campaign