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Growth Hacking Customer Referral - Ignatius Untung

Ignatius Untung is the VP of Marketing at KASKUS Networks. Turning users into brand advocates - This deck was presented at the Growth Hacking Indonesia event on May, 5th, which was all about customer referral growth hacks and strategies for startups.

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Growth Hacking Customer Referral - Ignatius Untung

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  1. By:  Igna)us  Untung  

  2. "Technology  is  great,   but  to  use  it   effec5vely,  you  have   to  understand  the   psychology."   -­‐Jonah  Berger-­‐  

  3. THE  POWER   OF  REFERRAL  

  4. RESTAURANT  

  5. RADIO  ANAK  MUDA  

  6. MUSIC  

  7. THE  HISTORY  OF  REFERRAL  

  8. THE  DEAD  OF  ADVERTISING  &     THE  RISE  OF  PR   Ads  à  Celebs  tes)mony  (Halo  Effect)  à   Pramuniaga  à  PR  à  Peer  Referral  à   Anonymous  Referral  

  9. THE  FUNDAMENTAL     OF  REFERRAL  IN     GROWTH  HACKING  

  10. PRODUCT  MARKET  FIT  

  11. CONSUMER  BEHAVIOR   UNDERSTANDING  

  12. UNDERSTANDING  CONSUMER  PURCHASE     DECISION  MAKING  PROCESS  

  13. NEED  IDENTIFICATION   What’s  the  problem  we’re  trying  to  solve?     Strong  brand  will  come  up  in  this  stage.     Furthermore  it  will  instantly  recalled:   Instead  of  “I  need  new  car  that  has  a  good  resale   value”  à  “I  need  Toyota”     Indirect  Referral  Play  Its  Role  

  14. INFORMATION  SEARCH   Brand  that  recalled  in  this  stage  have     4x  chances  to  be  purchased.   Service  Business  à  Consumer  Perceived  Risk   Tangible  Cues   Credence  AXribute   Marke)ng  4Ps     Indirect  Referral    

  15. ALTERNATIVE  EVALUATION   It’s  About  Winning  in  The  Consumer  Net  Value     Direct  Referral  Plays  an  Important  Role  in  This  Stage     Pilot  vs.  Autopilot  Mode  

  16. PURCHASE  DECISION   Warung  Makan  Rame     Service  Guarantee     Service  4Ps  (8-­‐4)  

  17. POST  PURCHASE   Time  to  Secure  Referral     Referral  Formula:   Good  is  not  Enough  

  18. Bad  =  Nega)ve  Referral   Okay/Good  =  Okay  I  Deserve  It   Beyond  Good  =  Posi)ve  Referral  

  19. WHY  PEOPLE  SHARE?  

  20. INCENTIVE    Virtual  Reward  (Foursquare,  Tripadvisor)    Personal  Reward  (Facebook,  Path,  BBM)    Monetary  Reward  

  21. NARCISSISM    Pres)ge       Associa)on  with  Certain  Status     Gmail   (People  want  to  be  perceived  as  the  selected  ones.)  

  22. HELP  OTHERS/SOLIDARITY    Help  Others  to  Get  BeXer  Service/Product,    Help  Others  to  Avoid  Becoming  Vic)m  

  23. THANKING/PUNISHING  BRAND    They  Disappoint  Me,  and     They  have  to  Pay  for  It  

  24. INSPIRED  BY  IT    Brand  Story     (Lego,  Apple)  

  25. SENSE  OF  OWNERSHIP    Brand  Advocate      Inspired  &  Fall  in  Love  with  The  Brand      Loyal  Customers  aren’t  Necessarily  Advocates  

  26. CUSTOMER  COMPLAINT  AS  A   REFERRAL  OPPORTUNITY  

  27. CONSUMER  COMPLAINT   FOR  3  REASON   1    Revenge/Punish  The  Brand   2    Expect  a  Compensa)on     (They  Believe  The  Brand  can  Compensate)   3    The  Care  with  The  Brand  

  28. “Tell  your  friend  if  you  like  our   product,  but  tell  us  if  you  don’t   like  it”    Case:    Amazon,  JAL,  AirAsia,  Pullman,  Omni,  United  

  29. REFERABILITY  CHECKLIST  

  30. ON  “DIREK”  PERSPECTIVE    What  is  it  for  me?     Consumer  Net  Value:   How  bad  I  need  it?   What’s  the  benefit?   What’s  the  cost?   What’s  the  loss  of  not  taking  it?  Scarcity?     How  About  The  Process  of  Redeeming  It? How  easy  is  it  to  redeem?   Any  surprising/hidden  message?  

  31. Can  I  Trust  The  “Brand”?   Brand,  Image  &  Percep)on     Towards  The  Brand  Reputa)on     Rela5onship  with  The  Brand  

  32. Can  I  Trust  The  “Perek”?         Trust  is  Always  The  Key.     Trust  Makes  Consumer  Speaks.     What  is  it  for  him/her?   Credibility  in  the  subject?   Referral  history?   RelaLonship?   Hallo  effect?  

  33. ON  “PEREK”  PERSPECTIVE”   What  is  it  for  me?   What  Value  Will  I  Get?     (Monetary,  Personal  SaLsfacLon,  Personal  Status,  RelaLonship)   How  Much  Does  It  Cost  Me?     (How  Easy,  Effort,  Damage)  

  34. DIRECT  REFERRAL     VS.     INDIRECT  REFERRAL  

  35. DIRECT  REFERRAL   Directly  Delivered  To  The  Target  Man.     MGM,  Member  For  A  Day  

  36. INDIRECT  REFERRAL   Spread  Like  A  Bait     Amazon,  Tripadvisor,  Social  Media  Share  

  37. PUSH     &     ORGANIC  REFERRAL  

  38. PUSH   Less  trust  since  there’s  “Udang  di  Balik  Batu”     People  trust  Advocates  because  they  know  they  don't   have  anything  to  gain  personally  from  their   recommenda)ons.  If  you  give  people  cash  or  freebies   to  get  them  to  recommend  your  brand  or  product,  you   destroy  that  trust  à  that’s  why  naLve  ads  is  increasing.  

  39. Push  referral  works  as  long  as  the  value  to  the   “Direk”  significantly  appealing.  Remember   Consumer  net  value  concept.     (All  Advantages  Should  Be  Bigger  Than  The  Perceived  Risk).     Case:  MLM  à  People  Focus  on  Themselves.     Rela4onship  Principle:  Secure  Other’s  Concern  First.  

  40. ORGANIC    Expensive,     Need  More  Effort  To  Establish,   But  So  Powerful.    

  41. Frequent  Cases   Extremely  Happy  Customer:   Excellent  Purchase  Process   Powerful  Product/Content   Twist/Surprise/Drama   Complaint  Customer   Passive  Referral  (By  Request)   Social  Pressure   (People  want  to  be  perceived  as  “updated”,    become  part  of  the  bigger  community.)   Brand  Advocate    

  42. CREATING  YOUR  REFERRAL  SYSTEM  

  43. ORGANIC   Define  your  goal  of  referral.     (Traffic?  Database?  TransacLon?)   Iden5fying  Your  “Direk”   Who  are  They?   What  value  can  you  offer  that  relevant  to  them?   Iden5fying  Your  “Perek”   Who  are  They?   IdenLfying  the  Hot  BuWon:   Discount?  Status?  Virtual  goods?    

  44. Channel  of  Referral:     List  Down  All  Poten)al  Channel  Where  Both   Connected.   Tools/System:     Email,  Coupon,  Gamifica)on,  etc.  à  Matahari,   Qoo10   User  Journey  &  Trigger  Placement     (Relevancy  on  Every  Step)   Re-­‐triggering  system  (Reminder)  à  Tripadvisor)  

  45. Message  Cracing:     How  to  Make  It  Smoother  For  Both.   Email  with  “Perek”  Name  in  Subject   “Cross  up”  Model   PWP   “Member  for  a  day”  with  persuasion  copy   An5  Referral  &  Nega5ve  Referral  System     Credence  AXribute   Launch,  Evaluate  &  Keep  Improving    

  46. BEST  REFERRAL  CASE  

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