Read more about influencer programs here and the influencer program page here!
Our data shows that 20% of your customers drive 80% of referral program participation. That's why Extole makes it easy for you to identify the people that influence conversions and make your program hum. Reach out to these customer segments and encourage them to share more, or create special programs, with unique offers for your top advocates.
As your program gains advocates, drives conversions, and collects revenue, Extole is able to identify the people driving the most friends into your program:
Everyone - represents the entire advocate pool
Most Shares - advocates who share the most
Biggest Reach - advocates with the biggest reach (e.g., # of Facebook friends or Twitter followers)
Revenue Drivers - advocates who bring in the largest amount of revenue
Here are a few ways you can use Extole's customer segments to target promotions or offer unique program structures to the right people at the right time:
surprise and delight top advocates by sending them a thank you gift
create a super advocate program with a unique reward structure
re-engage dormant advocates through targeted email promotions
highlight your advocate of the week in social promotions
The rest of this article covers how to create a unique super advocate program and promote that program.
How to create a unique super advocate program
Here's how it works:
Identify your top advocates and determine who qualifies for your new program using Extole's customer segments.
Create a unique program in Extole.
Generate personal share links for your qualifying advocates.
Promote your program to your super advocates.
Analyze your results
Identify top advocates and determine who qualifies
Use customer segments to identify the advocates you want to include in your top advocate program. You can choose to use one segment or a combination of segments to include in your program.
Historically, a super advocate has been defined as someone who has driven 3 or more conversions for a brand. Ultimately this should be up to your and probably based on your average purchase frequency or price.
In order to get access to this data, click the "Reports" tab at the top of my.extole.com and select "+ New Report", then "Most Popular", then "First Conversion Report". This will give you a list of all conversions. Next you will want to grab the advocate emails and pivot this by the count of the number of times a given advocate shows up in that list - if an advocate count for [email protected] shows "3" that means she drove 3 conversions. This will give you the list of advocates to promote to. You can also run a "Super Advocates Report".
Create a unique program
In order to track these advocates separately, and give them unique offers and creatives, it is highly suggested you create a new program for these users. For information on creating a new program click here.
You want to make sure the messaging reflects your new offer AND acknowledges or appreciates these customers for driving more activity for your brand.
Generate personal share links
Because these advocates have already shared before, they do have their own share links. However, if you did want to give them a custom share link for this specific program, here's how:
Go to my.extole.com/influencer
Pick your super advocate program
Click "+ Influencer"
Add the super advocate information
Promote your program
It's important that you create a unique promo link for each type of promotion you plan to send to your top advocates (email, printed mailers, etc.). This way you can measure the performance of each individual program promotion and optimize messaging, channels, and more. Simply drop the unique promo link into the appropriate promotion, send your promotion to the identified list of advocates, and come back to the dashboard to monitor its performance.
Here's how:
Navigate to the Dashboard.
Locate your top advocate program, click it, and tap "Promote".
Create a custom link for each new customer promotion type you plan to run. This ensures Extole can measure the performance of each promotion individually. You’ll then be able to access the promotion data on a unique line on the program dashboard, which provides you with the ability to monitor the channels and messaging that are providing the best return.
Place the unique promo link in your outbound promotion. For example, place a unique link in your marketing email or printed card in your thank you mailer.
Send your program promotion with the trackable promo link to your recent customers using the exported list. For example, import the list into your email automation tool, such as Marketo or ExactTarget.
Come back and in the Extole dashboard.
It is important to note that when you send the promote link out to these customers, you are putting them on a new program. That means that the next time they return to your site, they will experience this new super advocate program, not your evergreen (unless you send them another promote link for the evergreen program). If you just send them personal share links, and do not send them a promote link, they will continue to experience the evergreen program on your site.
Analyze your program
When navigating to the program dashboard, you will be able to get event level data from this program - meaning you will be able to see how many people are participating, the number of conversions and the revenue driven.
If you want to get more granular data on individual advocate performance here's how:
Go to my.extole.com/influencer
Pick your super advocate program
This will load your data for that program: note, depending on the size of your program, this might take a couple minutes to run.