Advocate Marketing (1)

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Advocate
Viral
Marketing

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Presented by Swift
Marketing RAVE System
Referrals Advocates Viral Engagement
Software Our Mission Increase your referral
generation, improve your brand ambassadors
social sharing, increase your marketing
virality by systemizingcustomer satisfaction
surveys client reviews while also maximizing
your online reputation via positive customer
success story marketing reviews syndication
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Did you know...

• 94 of B2B buyers research online for purchasing
  decisions
• 70 of shoppers base a purchase decision on
  reviews online
• 63 of small business owners report over ½ their
  business is via referral, yet 79 have no formal
  system for getting referrals
• People are 400 (4x!) more likely to buy when
  referred by a friend
• 74 of consumers cite recommendations as key to a
  buying decision
• If youre not controlling whats said about your
  brand, others are.

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What is Advocate Marketing Viral Marketing?

• 2 Separate but Related Ideas
• Advocate MarketingSystematically engaging happy
  customers to refer people to you, and market for
  you. This requires (1.) identifying your
  happiest, most successful customers, and (2.)
  getting them to share their stories online and/or
  via referrals, which requires both ability and
  motivation.
• Viral MarketingA marketing strategy with
  supporting tactics to get people to share in a
  loop designed to exceed 100 virality, a phrase
  borrowed from biology. The K Factor is a
  mathematical expression of this, which is K
  number of invites sent by each user x of
  conversion of each invitee, where conversion
  means not only buying, but becoming a re-sharer.
  When this exceeds 1.0 (100), your idea / product
  / app / video / media will grow on its own - like
  Facebook, Hotmail.com, Twitter, and others.

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Why should I care?

1. Going Viral The Holy Grail of BusinessImagine
   your clients self-duplicating more than once per
   customer, without you spending a dime on
   advertising. This is the 1 secret to massive
   growth.
2. Referred Customers are Better for
   BusinessReferred customers cost less to win,
   cost less to service and maintain, are more
   grateful, share and tell others more, and are a
   joy to work with vs. cold traffic.
3. Loop Positive Stories back into
   MarketingCustomer success stories should be a
   key part of every companys marketing, and this
   framework makes that easy.
4. Online Reputation Management ProtectionUnhappy
   customers are 800 (8x!) more likely to share
   online, and every business gets an online
   reputation now like it or not. Shaping your
   online reputation is critical.

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Why should I care?

1. Negative Feedback Learning OpportunityHopefully
   negative reviews never happen, but if they do,
   youll want to do something about it. Patterns
   especially deserve a close look at whether the
   profits or policies are worth the hit.
2. Negative Feedback Damage Control OpportunityIf
   some customer is unhappy, ignoring them is likely
   to land you on sites like RipoffReport.com, and a
   single negative review is worth many positive
   reviews in potential damage / lost sales. Being
   the first point of review and making a customer
   feel heard, then reaching out to them to try and
   make it right can help with damage control before
   your reputation is further damaged online.
3. Positive Feedback has Hidden BenefitsEmployee
   morale, employee performance reviews, help good
   ideas get recognized and implemented across your
   organization, and more.

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In a Transparent World,
the 1st Sale is Just The Beginning.
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How do I go viral?

• Its simple, but not easy Math
• Have a great product peopleget real value from.
  Note its not enough to just buy - people need
  to get the actual benefits, and not feel ripped
  off (upfront transparent pricing but usually
  not lowest prices - i.e. Apple iPhones)
• Those people who get value then share at a rate
  above 100 Net-Acquisition Ratio.Example If you
  have 100 customers, and ½ are raving fans who
  share (50) and on average invite 10 of their
  friends (500 invitations) of which 50 accept
  (250 net signups) and repeat the cycle (50 of
  250 then become raving fans, so you now have 125
  new customers who repeat the cycle). This would
  be a viral coefficient of 1.25 / 125.

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How Does RAVE Work?
We generate review forms for yourwebsite, in any
style you choose If the reviews are Positive,
we then trigger automation - based on your rules
- asking for referrals, social sharing, work to
syndicate the reviews, and trigger marketing
automation. Links to be shared can optionally
have unique tracking URLs, so you can attribute
results and optionally reward advocates.
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How Does RAVE Work?
If the reviews are Negative, we open a trouble
helpdesk ticket, and ask for additional info to
helptry and make the situation better so you
both (1.)maximize damage control before the
customer shares online, and (2.) you notice any
patterns and thus may update policies, retrain
workers, etc.You can also trigger different
automation i.e. thanking the customer for
bringing the matter to your attention.
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How Does RAVE Work?
Reviews can be as specific or general as you
like, and support hidden fields such as purchase
date, agent ID, location of a franchise,
etc. Data can optionally be auto-published for
all, or Positive reviews only, none at all, or
just a givencategory i.e. specific agent,
location, product, or service. One major goal of
positive reviews is to usethese in marketing.
Well also generatemicroformat stars based on
your rules and reviews.
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Why Wait? Get Started Today
If youve read this far, just double down and you
can get started in minutes. Click through to
SwiftMarketing.com/RAVE
90 Day Satisfaction Guaranteed Pro help
services available Custom integration
programming available
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Further Reading
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What is Net Promoter Score?
Net Promoter or Net Promoter Score (NPS) is a
leading management system that can be used to
gauge the loyalty of a firm's customer
relationships. It serves as an alternative to
traditional customer satisfaction research and
claims to be correlated with revenue growth. -
Source Wikipedia Net Promoter is one of several
systems of measuring customer satisfaction and
loyalty. Each has their own merits liabilities
we encourage you to investigate further.
Net Promoter, Net Promoter System, Net Promoter
Score, NPS and the NPS-related emoticons are
registered trademarks of Bain Company, Inc.,
Fred Reichheld and Satmetrix Systems, Inc.
SwiftCloud is not endorsed by nor affiliated with
the Net Promoter System as of January 2017.
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Important Considerations

1. What people say theyll do, and what they
   actually do are very different things. If they
   say a customer says theyd refer you, but dont
   actually do it, your business doesnt grow, and
   the data is not as statistically valid.We
   believe the ideal system measures not just what
   people say theyll do, but (1.) actual repeat
   purchase behavior and specifically up-sells, and
   (2.) actual online sharing and (3.) tracks actual
   referrals made.
2. Some systems do not reflect actual behavior of a
   customer journey from a cautious probationary
   buyer (who may refund if things dont go well),
   to a repeat buying raving fan.

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Implementation Outcomes

1. Real, actionable insight into customer
   satisfaction
2. Connect happy customer stories to marketing
3. Act on unhappy customer patterns
4. Engage happy customers into actual direct
   referrals
5. Motivate empower positive reviews to socially
   share online
6. Automatically segment positive customers for
   upsell cross-sell
7. Automatically thank negative reviewers for
   feedback reduce damage
8. Connect positive stories to employees to reward
9. Connect positive stories to policies to make
   repeatable
10. Automate requests for additional referrals from
    the people likely to do so

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Specific Segmentation Options

1. Categories can be hierarchical - for example, a
   given worker nested under a specific franchise or
   location
2. Hidden / invisible tracking variables can be
   added for tracking private data (say, purchase
   price, product purchased, date purchased, sales
   rep, service rep, etc.) and will show on
   reporting (can be exported as CSV or to Excel)
3. Separate taxonomies such as service, products are
   allowed, and workers reviewing the workplace
   (i.e. for Glassdoor recruiting efforts, etc.)
4. Rolling averages keep a constant score for a
   given data segment

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Enterprise Options

1. Scheduled Purging (for site performance large
   scale data, as well as medical HIPAA data
   handling rules)
2. Variable Rolling Averages, or time-window based
   averages i.e. 90 day average or last 30 votes
   averages.
3. API to track nonresponders a non-response score
   varies by organization but is usually somewhere
   passive or lower. By tracking non-responders
   with those who do, youll have more accurate
   insight into real-world stats.
4. Scheduled Reporting automatically receive a
   PDF, with recipient specific to category i.e. for
   multiple locations or varied stakeholders
5. Repeat-Reviewer Trend Tracking auto-merging
   repeat reviewers to compare history
6. SMS Conversational Reviews unified with your web
   and/or phone stats
7. Twilio Phone API for Voice-based reviewing
   unified with your web stats

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Why Wait? Get Started Today
If youve read this far, just double down and you
can get started in minutes. Click through to
SwiftMarketing.com/RAVE
90 Day Satisfaction Guaranteed Pro help
services available Custom integration
programming available