REFERRAL MARKETINGDO THIS …. NOT THAT

@DistroDom

WHO IS THIS GUY DOMINIC?

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@DistroDom

@DistroDom

ABOUT 500 STARTUPS AS OF 5-2015:• Over 1000 Companies Invested In• $175M Under Management• $105M Deployed• 300+ companies started outside US• 300+ companies with Women Founders• Our Team of 50 people spans 12 countries

and speak 20+ different languages

@DistroDom

Always #500strong

@DistroDom

WHY REFERRALS ARE THE SHI*T

Referred friends trust your brand more from the start

Customers who refer friends, end up being more valuable customers

65% of customers for a single year come from referrals

Organic way to acquire lookalikes

the

“DO THIS”part

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DO #1: DEFINE OBJECTIVES

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!! ALWAYS HAVE A NORTH STAR !!

[ + ] Increase Customer LTV

[ + ] Get More Sales

[ + ] Customers Feel Rewarded

DO #2: DEFINE YOUR AUDIENCE

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Customer? •Has this person transacted?

Shared? •Has this person used program?

Location? • Is there a GEO restriction

Demographic

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DO #3: RUN CAMPAIGNS

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Reward for Friend’s Purchase

DO #3: RUN CAMPAIGNS

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DO #3: RUN CAMPAIGNS

Reward for Advocate Sharing

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DO #3: RUN CAMPAIGNS

Reward for Winning a Contest

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✓ Post Checkout✓ Public Share Page✓ Onsite Links to Share Page✓ Customer Dashboard (Leaderboard)✓ Dedicated Email + Recovery Links✓ Home Page Popup (returning)

DO #4: USE THE JOURNEY

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the

“DON’T DO THIS”part

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@DistroDom

✓ No Competing Offers✓ No Giving Away The Farm!!✓ Don’t Lose Brand Voice

DON’T #1: CONFUSE PEOPLE

WTF?!?

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DON’T #2: NOT COMMUNICATE

Don’t Forget to Tell Friend on Landing About Why Their

Friend Referred Them

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DON’T #2: NOT COMMUNICATE

Don’t Forget to Tell Advocate About Each Step Of The Process

DON’T #3: BAD CUSTOMER SERVICE

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!! RESPOND FAST TO CUSTOMERS !!

[ + ] Status of the Reward

[ + ] Who Referred Who

[ + ] Technical Troubleshooting

DON’T #4: IGNORE FRAUD

@DistroDom

!! CHEATERS ARE EVERYWHERE !!

[ + ] Delay Reward Until Cleared

[ + ] Self & Cross Referrals

[ + ] Monitor Coupon Abuse

Complex Logic == Dedicated Team/Partner

✓ Offer Expiration?✓ Customer Qualified?✓ Fraud Detection?✓ Cross Browser Testing?✓ SPF/DKIM?✓ Inside/Outside IP detection

Referrals are not a “Set it and Forget it” thing

DON’T #5: UNDER STAFF ENGINEERS

I LOVE SHARING

DOM@500.co

@DistroDom

@DistroDom