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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


Consumer Behavior is Changing

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


The Evolution of Social Marketing

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


How C2C Social Marketing Works

Social AmplificationAdvocates Stories Trusted Recommendations


C2C Marketing Benefits

• 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


Quantifiable Marketing Results with C2C

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


Case Study – TastingRoom.com


TastingRoom.com

@extoleinc @othereinstein #MPSMIS

Social Referrals – Advocates spread WOM



Social Referrals – Share on Facebook



Referral Sharing / Stories



Social Coupon

14 © 2012 Extole, Inc. All rights reserved. PROPRIETARY/CONFIDENTIAL.


Claim Coupon with Facebook



Unique Code Revealed



Coupon Story Created



Social Expressions



Earned Stories on the Consumer Timeline

• Story Engagement:• 65% Timeline• 29% Newsfeed• 6% Ticker



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


| 877 739 8653 | [email protected] |

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625 2nd Street St. #101

San Francisco, CA 94107

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