Le referral est un des canaux d'acquisitions les plus puissants et pertinents. En effet, plus besoin de raconter comment Uber a réussi à convertir plusieurs millions d'utilisateurs en si peu de temps. Julien le Coupanec, Growth Hacker chez TheFamily, t'explique le referral dans cette vidéo en développant plusieurs points: 1) Tous ce qu'il faut savoir sur le referral 2) Les hacks que tu peux utiliser pour optimiser ton referral 3) Les solutions pour construire un programme de referral 4) Pourquoi ton referral ne provoque pas de viralité. La vidéo : https://www.youtube.com/watch?v=fgrY_rZGLfs Par Julien Le Coupanec, Growth Hacker chez TheFamily - http://twitter.com/@lecoupa At TheFamily, we believe that anyone can become a great entrepreneur. Find more info here: http://www.thefamily.co/

1. SCALE THE CARE INSIDE YOU
GROWING FROM REFERRAL

2. THE TALK PLAN
#1. What you must know about a referral program.
#2. Hacks you can use to optimize a referral program.
#3. Solutions you can use to build a referral program.
#4. A few reasons people aren’t sharing your program.

3. #1
WHAT YOU MUST KNOW
ABOUT A REFERRAL PROGRAM

4. GROWING A COMPANY
FROM A GROWTH HACKER ENDPOINT
ON THE BACK
OF SOMEONE ELSE
AIRBNB & CRAIGSLIST
FACEBOOK & EMAILING
ZYNGA & FACEBOOK
YOUTUBE & MYSPACE
FROM YOUR
EXISTING USER BASE
RETARGETING
(CONVERT & UPSELL)
REFERRAL
(INCLUDING WOM)
AFFILIATION SYSTEM

5. A REFERRAL PROGRAM IS BASED ON 3 STEPS
THE MORE STEPS THERE ARE, THE MORE FRICTION YOU ADD
#1. PEOPLE SHARING YOUR LINK.
#2. VISITORS THAT CLICK ON THE LINK.
#3. CONVERSION, CONVERSION, CONVERSION.

6. THE CONCEPT IS SIMPLE
THE URL HAS A GET PARAMETER INCLUDING THE REFERRER
SOMEONE IS SIGNING UP FROM THE FOLLOWING URL
http://www.mywebsite.com/?referrer=julien
YOU CATCH THE GET VARIABLE ON THE SERVER
$_GET[“referrer”] ; req.params.referrer ...
YOU CHECK THAT EVERYTHING IS RIGHT AND YOU INCREMENT SOME FIELD

7. SOMETHING IS MISSING
TRACK THE SHARING SOURCE!

8. THERE ARE TWO TYPES OF USERS
YOU MUST IDENTIFY WITHIN YOUR PRODUCT
(POWER) USERS WHO WILL
SHARE YOUR PRODUCT
EVEN IF YOU DO NOT GIVE
THEM ANYTHING
USERS WHO NEED AN
INCENTIVE TO SHARE YOUR
PRODUCT
INCENTIVES
ACCESS TO A FEATURE (DROPBOX)
EXCLUSIVE CONTENT (KOUDETAT)
GET A DISCOUNT (GHTV)
GAMIFICATION (LEAGUE OF LEGEND)
GET FREE MONTHS (HULU, NETFLIX)

9. DESIGN YOUR REFERRAL PROGRAM
ACCORDING TO YOUR CUSTOMER LIFETIME VALUE

10. USUALLY DOUBLE-SIDED
REFERRAL PROGRAMS
OUTPERFORM THE SINGLE-SIDED
PROGRAMS

11. AN EFFECTIVE REFERRAL
PROGRAM CAN CHANGE YOUR
ADVERTISING STRATEGY
(USERS CAN BE ACQUIRED FOR A HIGHER CPA)

12. HOW TO SPREAD THE WORD?
CHANNELS YOU CAN USE FOR A REFERRAL PROGRAM
FACEBOOK AND OTHER
SOCIAL NETWORKS
(ZYNGA, BUZZFORK...)
EMAIL INVITATIONS
(GMAIL/YAHOO API)
(LINKEDIN)
FORUMS, ARTICLES...
(ZEROCLIPBOARD)
SMS
(IOS & ANDROID SDK)
WORD
OF MOUTH

14. MAKE THE EXPERIENCE
PERSONAL IS A GROWTH SOURCE
FOR WORD OF MOUTH
(ANOTHER EXAMPLE OF CARING)

15. IT’S ALL ABOUT THE MOMENT
HAPPY MOMENT VS USER’S PAIN
FIND HAPPY MOMENTS
WHERE YOU CAN ASK A USER
TO MAKE A REFERRAL
DESIGN A PROGRAM TO
✓ CAPITALIZE ON
THAT MOMENT.
✓ FIND THE PAIN AND
REWARD SOME
BEHAVIOR.UNDERSTAND A USER’S PAIN
TO MAKE A REFERRAL.
TEST, OPTIMIZE
AND AUTOMATE

16. DO USERS WHO MAKE REFERRALS
STICK AROUND LONGER?
(CHECK WITH MIXPANEL)

17. IS YOUR PROGRAM IMPACTING
YOUR SIGNUP CONVERSION RATE?
(CHECK WITH MIXPANEL TOO)

18. COMPARABLE METRICS YOU MUST KNOW
TO DETERMINE IF YOU’RE MAKING PROGRESS WITH YOUR PROGRAM
✓ Participation Rate = Inviters / Active Users
✓ Spread rate = Recipients / Inviters
✓ Click Rate = Clicks / Recipients
✓ Registration Rate = Registrations / Clicks
✓ Product = Registrations / Active Users

19. #1 - HOW TO INFLUENCE PEOPLE?
ROBERT B. CIALDINI - INFLUENCE: SCIENCE AND PRACTICE
✓ Social proof: show your audience they are not crazy
because 1,000 other people are doing it too.
✓ Liking: people say yes to people they are similar too. Be
less you and more like them.
✓ Reciprocity: give first and expect a favor in return.

20. #2 - HOW TO INFLUENCE PEOPLE?
ROBERT B. CIALDINI - INFLUENCE: SCIENCE AND PRACTICE
✓ Commitment: getting people to commit to something
small first helps getting them to say yes to the big
question. Will you marry me? Ask for a testimonial before
asking for a referral.
✓ Authority: When Barack Obama speaks on conversation,
people listen.
✓ Scarcity: Scarcity makes people act. Invite your friends now
and get a better reward.

21. #2
HACKS YOU CAN USE
TO OPTIMIZE YOUR
REFERRAL SYSTEM

22. LAUNCHING A REFERRAL PROGRAM
HERE IS ONE SIMPLE METHOD
EMAIL EACH OF
YOUR USERS AND
GIVE THEM THEIR
UNIQUE REFERRAL
CODE.
(+ SOCIAL MEDIAS)
WRITE A BLOG POST FOR
USERS SEARCHING FOR THE
REFERRAL PROGRAM ON
THEIR BROWSER.
SCHEDULE A SKYPE
CALL WITH YOUR
POWER USERS

23. YOU CAN ALSO ADD A LINK IN
YOUR EMAIL SIGNATURE

24. NOTIFYING AND RETARGETING TO BOOST
YOUR REFERRAL PROGRAM
SEGMENTING, INTERACTING AND AMPLIFYING AT THE RIGHT TIME
SCENARIOS
SOMEONE IS USING YOUR
APPLICATION SINCE 1 MONTH
SOMEONE REACHED LEVEL 10
SOMEONE WATCHED 10
VIDEOS IN 48 HOURS
SOMEONE VISITED 100 PAGES
IN 24 HOURS
MIXPANEL
NOTIFICATIONS
(EMAIL, SMS, PUSH
OR IN-APP NOTIFS)
PERFECT AUDIENCE
(ADD HIM TO A LIST)
CREATIVE IDEAS:
- TO MAKE THEM UNDERSTAND
THAT YOU HAVE A REFERRAL
PROGRAM AVAILABLE.
- TO SHOW THEM WHAT THEY
CAN GET BY USING IT.
- AND OF COURSE, SHOW
THEM HOW MUCH YOU VALUE
THEM (EX: THEPRINTFUL.COM)

25. SOMEONE JUST WATCHED ALL
THE EPISODES HE BOUGHT ON KOUDETAT
RETARGET THIS USER ON FACEBOOK
TO MAKE HIM SHARE SOMETHING
TO HIS CLOSEST FRIENDS

26. SOMEONE IS DOING SOMETHING AWESOME
AND VISITED THE ABOUT PAGE
1 TO 1 SKYPE CALL WITH THE FOUNDER
AND INTRODUCE HIM TO THE
REFERRAL PROGRAM (AMBASSADORS)

27. HOW TO SPOT YOUR POWER USERS?
TO ANALYSE AND TO TAKE CARE OF THEM ON A DAILY BASIS

28. WORD OF MOUTH REFERRAL
USUALLY SEE BETTER RETENTION AND LTV

29. DON’T TREAT ALL YOUR USERS AS EQUAL
CONSIDER HOW MUCH INFLUENCE A USER HAS WITHIN A GROUP

30. AND OF COURSE
HOW VALUABLE THEY ARE.
YOU DON’T TREAT A PRINCE OF QATAR
THE SAME WAY YOU TREAT A PARISIAN.

31. STREAMLINE REGISTRATION BY INVITEE
PREFILL THE INPUT IF THERE IS ONE

32. CUSTOMIZE REFERRAL CODES
AIRBNB MAKE IT MORE PERSONAL

33. SPECIAL REFERRAL LANDING PAGES
OPENING THE APP AFTER INSTALLING THROUGH AN INVITATION

34. PLAYING ON IDENTITY
THE GREAT DROPBOX SPACE RACE

35. DON’T FORGET THE LEADERBOARD
ACTIVE INVITERS LOVE THAT KIND OF STUFF

36. BECAUSE EVERY MOMENT IS AN OCCASION
HERE IS MY BUSINESS CARD SIR. ;-)

37. WHEN THE PRODUCT OR YOUR APP
BECOME A REFERRAL BY THEMSELVES.

38. BE SMARTER: “FREE WITH YOUR FRIENDS”
HACK “THE GROWING FROM AN EXISTING USER BASE” MINDSET

39. MAKE YOUR PRODUCT
EXPERIENCE SHAREABLE
DIAMOND CANDLES

40. YOU CAN LET THEM CHOOSE THE REWARD
BUT BE VERY CAREFUL ABOUT COMPLEXITY

41. BUILD A DOUBLE VIRAL LOOP
THE LINKEDIN EXAMPLE
LINKEDIN USERS
INVITE FRIENDS TO
JOIN LINKEDIN.
(EMAIL INVITES)
A NEW USER JOIN LINKEDIN
EMAIL NOTIFICATIONS TO RE-ENGAGE
EXISTING USERS AND TO ASK THEM TO
INVITE MORE

42. UNDERSTAND WHICH CHANNELS
WORK BEST FOR YOUR INVITES
(AND REDESIGN YOUR REFERRAL PROGRAM)

43. BE CAREFUL WITH BULK EMAILS
(REMEMBER THAT YOUR SMTP IPS
MAY BE BLACKLISTED)

44. IF YOU HAVE A
PROMO CODE PROGRAM
(SUBMIT THEM TO SOME COUPON WEBSITES)

45. THE LOOP REMINDER
SEND A PERFORMANCE EMAIL TO NOTIFY YOUR REFERRERS

46. ERIN CONDREN
MAYBE THERE IS SOME HACK TO DO WITH A GIF TOO

47. MEASURE HAPPINESS
IMPROVE NPS - USERS REFER PRODUCTS THEY TRULY LOVE

48. HACKING THE NPS
HUUUM YOU LOVE OUR SERVICE?
WOULD YOU PLEASE SHARE IT TO SOMEONE?

49. CONCLUDING RECOMMENDATIONS
CUSTOMIZATION IS NOT OPTIONAL
✓ PERSONALIZE THE REFERRAL CODE.
✓ PERSONALIZE YOUR LANDING PAGE WITH THE INVITER’
S NAME AND PICTURE.
✓ CREATE A REFERRAL COMPETITION AMONG USERS.
✓ GIVE THEM STORIES TO TELL.

50. HOW TO PREVENT ABUSE?
YOU HAVE TO EXPECT FRAUD
IP ADDRESSES
(CAN BE GAMED WITH
PRIVATE PROXIES)
EMAILS
(BLOCK GUERRILLAMAIL
AND CO)
MOBILE PHONE NUMBERS
(CAN BE GAMED WITH
PRIVATE PROVIDERS LIKE
ONOFF.FR)
MAC ADDRESS
(CAN BE FOUGHT WITH
VIRTUAL MACHINES)
USING ONLY
THIRD PARTY
PROVIDERS TO
CREATE AN
ACCOUNT
(DIFFICULT TO
GAME)

51. #3
SOLUTIONS TO BUILD A
REFERRAL SYSTEM

52. BUILDING A REFERRAL SYSTEM
IS HARD WORK.
IT TOOK A 5 PERSON TEAM (WITH LOTS OF
BORROWED HELP!) 3 FULL MONTHS AND
30,000 LINES OF CODE TO DO AIRBNB’S
REFERRALS 2.0 SYSTEM.

53. AUTOMATE YOUR REFERRAL PROGRAM
WITH GETAMBASSADOR OU REFERRALCANDY

54. DETECTING IF SOMEONE SHARED ON FB
OF COURSE, HE MAY DELETE THE POST LATER

55. DETECTING IF SOMEONE CLICKED ON THE
LIKE BUTTON
You can also subscribe to edge.remove
https://developers.facebook.com/docs/reference/javascript/FB.Event.subscribe/v2.3

56. DETECTING IF SOMEONE TWEET
You can also subscribe to a follow, a retweet, a favorite...
https://dev.twitter.com/web/javascript/events

57. #4
A FEW REASONS PEOPLE
AREN’T SHARING YOUR
REFERRAL PROGRAM

58. BAD LOCATION MEANS BAD DISTRIBUTION
DON’T JUST PUT YOUR REFERRAL PROGRAM IN YOUR FOOTER

60. MAKE IT EASY TO SHARE
FRICTION IS BAAAAD

61. SUGGEST INVITES
IF THEY SIGNED UP FROM GMAIL, FACEBOOK, YAHOO...

62. FROM THE ADDRESS BOOK
RANK PEOPLE BASED ON THE TARGET USER FOR YOUR APP
#1. The names of people in your address book actually reveal much
information: “hubby”, “wife”, “sis”, “bro”, “bff”, “bestie”, “dad”, “mom”...
#2. Another way to determine close family and friends is to look for
contacts with the same last name as the phone’s owner.
#3. Furthermore, if an entry contains emojis, you can interpret
positive or negative emotions based on the specific symbols used

63. YOU CALL TO ACTION ISN’T CLEAR ENOUGH
MAKE IT AS SHORT AND INVITING AS POSSIBLE

64. REDUCE THE FRICTION BUT BE
CAREFUL. YOU DON’T WANT TO
LEAVE THE USER CONFUSED AND
FRUSTRATED BY NOT EXPLAINING
THE PROGRAM CLEARLY.

65. DON’T BE A DOWNER.
AVOID TELLING PEOPLE THEY’VE
EARNED $0 OR 0 CREDITS.

66. NOT CHOOSING THE RIGHT INCENTIVE
INCENTIVE AREN’T ALL CREATED EQUAL

67. DON’T LOCK YOUR
REFERRAL PROGRAM BEHIND A
SIGN UP OR A LOGIN

68. CONCLUSION

69. IN A NUTSHELL, THINK ABOUT REFERRAL
WHEN YOU START TO HAVE SOME POWER USERS IN YOUR APP
✓ THE ECONOMIC BENEFIT (ABILITY TO RUN CAMPAIGNS WITH A
HIGHER CPA)
✓ SOCIAL PROOF (MORE CREDIBILITY AND PATIENCE WITH THE
PRODUCT)
✓ A GOOD INDICATOR FOR PRODUCT MARKET FIT.

70. AND OF COURSE, DON’T FORGET.
SHARING A GREAT PRODUCT IS
THE BEST INCENTIVE.

71. THANK YOU
QUESTIONS?