Social selling is booming. But how does it really work!? - Gideon Lask

SOCIAL SELLING IS BOOMINGBUT HOW DOES IT REALLY WORK?

Leveraging the power of digital word-of-mouth to drive referred sales for the world’s leadingbrands and retailers

You have a problem

“60% ARE MORE INCLINED TO BYPASS THEIR FAVOURITE BRAND IF A CHEAPER ALTERNATIVE IS AVAILABLE”

Key ecommerce metrics are dropping and it’s becoming harder and harder to acquire new customers. Your existing shoppers are becoming more savvy and less loyal, while competition grows thanks to the level playing-field created by widely available ecommerce tools.

DATA SOURCES: Forrester The State Of Retailing Online, Silverpop / IBM Email Marketing Metrics Benchmark Study, WSL Strategic Retail: Moving On

▼3.7%

2010:2.9%

2015:2.6%

2014: 20.9%2015: 18.3%

2014: 3.4%2015: 2.9%

$51

CPA

IN 2015

$32CPA

IN 2

013

COST PER ACQUISITION 59%

CONVERSION RATES 10.3% CTR 14.7%

OPEN RATES 12.4%

PRICING MATTERS MORE THAN LOYALTY

Social selling is improving all these metrics for a lot of brands and retailers, and has played a huge role in the success of companies likes of Dropbox, Uber and Airbnb.

Social selling has come of age

It takes the archetypal pub conversation about a great product you’ve fallen in love with, or a shop you’ve discovered. And it magnifies that conversation - beyond the walls of the pub, to your friend’s friends, and their friends, and beyond. Most importantly, it doesn’t just lead to more chatter. It leads to direct - and measurable - sales.

1SHAREYour existing customers get a unique link or code to share with their friends.

3REWARDSWhen a referral leads to a transaction, both sides get rewarded.

2SHOPTheir friends click on these links and shop on your site just like any other customer.

Remember the KPIs we cited earlier? Here’s what happens when our clients use Buyapowa’s cutting-edge social selling tools to drive costs down and performance up:

What’s the impact?

3.7 TIMESGREATER

OPEN RATE

7.9 TIMESGREATER

CTR

7.7 TIMESGREATER

CONVERSION RATE

80%LESS

CPA

40%GREATER

LOYALTY

There’s never been a better time to embrace social selling... and there’s never been a riskier time to ignore it.

Why now?

SOCIAL IS NOW MATURE REFERRAL TOOLS HAVE ARRIVED

THE BASICS HAVE WORKED... UNTIL NOW MORE AND MORE BRANDS ARE BEGINNING TO USE REFERRAL MARKETING

10% OF BRANDS

AT THE END OF 2015

30% OF BRANDS BY END OF

2016

80% OF BRANDS BY

END OF 2017

FRONT END BACK END

Refer a friend

Tracking module Social integration

Analytics dashboard

Campaign builderCustomer insight

The Buyapowa Platform

The most experienced team, the best platform, the most powerful suite of tools and the simplest integration. We’ve worked hard to make this easy for you.

Why work with us?

Next gen features such as tiered rewards and

gamification activate your most influential advocates.

2 4

We’re a vastly-experienced team of retail, tech and

marketing experts.

Trusted by leading brands in multiple sectors, including

retail, fashion & beauty, telco, FMCG, publishing, gaming and many more.

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The most comprehensive suite of tools available

✔ Data security

✔ Integration

✔ Reports & insight

✔ Tiered rewards

✔ Gamification

✔ Social selling suite

✔ Omnichannel referrals

✔ True white label

✔ Customisable experience

✔ Dynamic Optimisation

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Just two simple points of integration means you can be up and running in hours.

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Just two simple points of integration means you can be up and running in hours.

This is Carla. She’s one of Clioco’s most loyal customers, and uses the site to buy makeup for herself and gifts for her friends and family.

Example customer journey

One day, Carla receives an email from Clioco, telling her that she can earn rewards for introducing her friends and family - and they’ll get a free gift when they shop, too.

Carla clicks the link and, straight away, she’s taken to a special page on the Clioco website. She just has to enter her name and email address to get started.

Carla sees that, for every friend she introduces, she’ll get £5 - and they’ll get a free gift with their first purchase. She starts sharing with her friends using the tools provided: email, Facebook, Twitter or any other channel she likes, such as Skype or Whatsapp.

Carla starts sharing out her own personal link using her favourite channels. Before long, her friend, Leanne, sees one of her posts and is intrigued.

Leanne clicks Carla’s link and is taken straight to Clioco’s website, where she collects her voucher code. Then she browses the shop just like any other customer, spotting the bronzer Carla has been raving about, before adding it to her basket and checking out.

As soon as Leanne completes her purchase, Carla receives an email congratulating her on her successful introduction and directing her back to the site to see what else she could earn. She clicks the link and returns to the special page at Clioco’s website.

This time it looks a little bit different. Not only can she earn an extra reward for introducing five friends, if she introduces more friends than anyone else, she’ll win a

personal makeover.

Meanwhile, the Clioco team can adjust their channel whenever they like via their Buyapowa dashboard, configuring everything from the default user-to-user sharing

messages, to the rewards on offer and more.

They can also inspect and export a wealth of data and performance metrics, from sales figures to filterable demographics - giving them unprecedented insight into

their customers and their behaviour.

Use Cases

SKYUSING GAMIFICATION

• Use gamification to capitalise on the huge popularity of ‘Game Of Thrones’

• Engage die-hard fans to sell subscriptions to new customers

EEWORKING WITH KEY INFLUENCERS

• Work with a key influencer to acquire thousands of hard-to-reach customers

• 65% sales uplift, earning £7.1 million lifetime value

SPACE NKREFERRALS WITHOUT DISCOUNTING

• Gifts with purchase and other perks used as rewards in place of discounting

• Using referral marketing to acquire new customers with ideal profiles and tastes

Use Cases

DEBENHAMSRETAIL SEGMENTATION

• Reach out to new customer types

• Supercharge sales within specific demographics

SUPERDRUGIN-APP REFERRALS

• Acquire new customers and drive downloads of the Superdrug mobile app

• Increase footfall and spend in-store

ZIZZIOMNICHANNEL REFERRALS

• Omnichannel referral programme, driving visits into restaurants via mobile sharing

• Integration with Apple iOS Wallet and Android PassWallet

Use Cases

OCADOREPLACING ESTABLISHED PROGRAMME

• Replace and refresh an established referral programme with the latest technology

• A/B test multiple propositions to fine-tune the offering and maximise ROI

FUN88USING TIERED REWARDS

• Tiered rewards which get bigger as people introduce more and more friends

• Multiple brands, territories and languages / character sets

L’ORÉALREINVENTING SAMPLING

• Leverage the power of social influencers to reinvent product sampling

• Use referral marketing to take first steps into selling direct to consumers online

Getting up and running with your own referral programme couldn’t be simpler. Here’s the four steps everyone takes:

Kicking off

This is something you can, and should, test over time. But, to set everything

into motion, you’ll need to decide what rewards,

incentives and prizes best suit your business.

1. DETERMINE YOUR REWARDS 2. DRESS THE EXPERIENCE 3. INTEGRATE WITH YOUR SITE 4. SPREAD THE WORD

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Now’s the time to gather together your image assets, colour schemes, fonts and copy. Stay consistent with your overall branding to

ensure a seamless customer experience.

This is something you can, and should, test over time. But, to set everything

into motion, you’ll need to decide what rewards,

incentives and prizes best suit your business.

Seed your programme via emails to your CRM base, messages to customers

post-purchase, social posts, on-site inventory and other channels to ensure it gets

off to a great start.

Social selling: a mindsetYour customers have friends. Let’s make them customers too

“Social selling isn’t about having a Facebook store. It’s about taking advantage

of the interconnections between our customers and our potential customers.”

Tom Daniell - Director of Digitaland Social, Tesco

Whether you’re thinking of working with us, someone else or even building your own referral programme from scratch, here are our top tips to ensure its success:

Social selling: top ten tips