Post on 01-Nov-2014
description
The Next Generation of Social Marketing
amplifyawareness
boostsales
Nicholas Einstein, VP Strategic Services, Extole@othereinstein @extoleinc
© 2012 Extole, Inc. All rights reserved. PROPRIETARY/CONFIDENTIAL.
1. The Social Landscape
2. C2C Social Marketing
3. Benefits of C2C Marketing
4. Case Study
socialreferrals
amplifybrand reach
© 2012 Extole, Inc. All rights reserved. PROPRIETARY/CONFIDENTIAL.@extoleinc @othereinstein #MPSMIS
Extole Overview
Extole is the leader in Consumer to Consumer Social Marketing
We enable brands and agencies to tap into the power of customer advocates to drive social word of mouth
• 250+ leading brands & agencies
• Founded in 2009
• Based in San Francisco with over 90 employees
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© 2012 Extole, Inc. All rights reserved. PROPRIETARY/CONFIDENTIAL.@extoleinc @othereinstein #MPSMIS
Consumer Behavior is Changing
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80% of all purchase cycles involve some form of WOM
recommendation
“Now friends endorse brands and become publishers, driving word of
mouth at scale”
Consumers are sharing more online every day
Social networks reach 82% of the online population
Consumers trust WOM recommendations
Facebook amplifies consumer stories on the Open Graph
© 2012 Extole, Inc. All rights reserved. PROPRIETARY/CONFIDENTIAL.@extoleinc @othereinstein #MPSMIS
The Evolution of Social Marketing
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Brand-to-Consumer (B2C)Brand Focused, One Directional
Consumer-to-Consumer (C2C)WOM Focused, Social
Brand PagesFans & Likes
• Advocate driven• Amplifies WOM reach• Fosters trusted, relevant
recommendations
Consumer Stories
BRAND
BRAND
Social Listening
© 2012 Extole, Inc. All rights reserved. PROPRIETARY/CONFIDENTIAL.@extoleinc @othereinstein #MPSMIS
How C2C Social Marketing Works
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Social AmplificationAdvocates Stories Trusted Recommendations
© 2012 Extole, Inc. All rights reserved. PROPRIETARY/CONFIDENTIAL.@extoleinc @othereinstein #MPSMIS
C2C Marketing Benefits
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• New prospects, leads & opt-ins
• High value new sales (AOV & LTV)
• 3-5x conversion over other channels
Sales & Acquisition
• Amplification via the Social Graph
• New referral traffic to brand.com
• Earned media for improved advertising
Reach & Awareness
• Measure program results & ROI
• Gain insights into advocates & influence
• Track social reach & story amplification
Insight & ROI
© 2012 Extole, Inc. All rights reserved. PROPRIETARY/CONFIDENTIAL.@extoleinc @othereinstein #MPSMIS
Quantifiable Marketing Results with C2C
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30% Referrals
2.3M Stories
500K Revenue$
Entertainment / Media
Consumer Electronics
Online Health & Beauty
233% AOV
5000 Customers
433% Conversions
Financial Services
Automotive
Online Apparel
Awareness
Referral Rate
Conversion Rate
Customer Acquisition
Revenue
Average Order Value
6 Months
11 Months
30 Days
150 Days
30 Days
45 Days
© 2012 Extole, Inc. All rights reserved. PROPRIETARY/CONFIDENTIAL.
Case Study – TastingRoom.com
© 2012 Extole, Inc. All rights reserved. PROPRIETARY/CONFIDENTIAL.@extoleinc @othereinstein #MPSMIS
TastingRoom.com
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Social Referrals – Advocates spread WOM
© 2012 Extole, Inc. All rights reserved. PROPRIETARY/CONFIDENTIAL.
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Social Referrals – Share on Facebook
© 2012 Extole, Inc. All rights reserved. PROPRIETARY/CONFIDENTIAL.
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Referral Sharing / Stories
© 2012 Extole, Inc. All rights reserved. PROPRIETARY/CONFIDENTIAL.
@extoleinc @othereinstein #MPSMIS
Social Coupon
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@extoleinc @othereinstein #MPSMIS
Claim Coupon with Facebook
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@extoleinc @othereinstein #MPSMIS
Unique Code Revealed
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Coupon Story Created
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Social Expressions
© 2012 Extole, Inc. All rights reserved. PROPRIETARY/CONFIDENTIAL.
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Expression Story Created
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Earned Stories on the Consumer Timeline
• Story Engagement:• 65% Timeline• 29% Newsfeed• 6% Ticker
© 2012 Extole, Inc. All rights reserved. PROPRIETARY/CONFIDENTIAL.
© 2012 Extole, Inc. All rights reserved. PROPRIETARY/CONFIDENTIAL.@extoleinc @othereinstein #MPSMIS
Conclusion
• In the age of social media, consumers have become a brand’s most influential stakeholder
• Social marketing is transforming – in the next phase, earned media and WOM are critical
• Facebook’s Open Graph enables brands to drive WOM at scale
• Earned media will drive more effective paid media as media types continue to converge
• Every brand needs a strategy to cultivate consumer-to-consumer dialogues to drive earned media
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© 2012 Extole, Inc. All rights reserved. PROPRIETARY/CONFIDENTIAL.
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