This document outlines 9 ways to influence social buying behavior through referral marketing. It discusses trends like video, influencers, and the "buy now" revolution in social commerce. Some key factors that encourage social media purchases are free shipping, exclusive discounts, daily deals, and seeing a product that was recently viewed or that friends have engaged with. An effective referral program combines incentives like discounts and shipping offers with social sharing mechanisms to build loyalty and increase engagement over time.

1. 9 WAYS TO INFLUENCE
SOCIAL BUYING BEHAVIOUR
R E A D O N T O F I N D O U T M O R E
W I T H R E F E R R A L M A R K E T I N G

2. THE POTENTIAL
Social media can prove to be
powerful business asset, particularly
from a user acquisition point of view.

3. Internet retailers
are shifting gears
to determine the
social commerce
success formula
used to perform in
an increasingly
b u s y s o c i a l
space.

4. TOP 5 DIGITAL TRENDS
2 0 1 6

5. 01 VIDEO
02 INFLUENCERS
03 THE BUY NOW REVOLUTION
04 SOCIAL LISTENING AS SOCIAL INTELLIGENCE
05 CROSS-­‐DEVICE CUSTOMER JOURNEY MAPPING

6. THE BUY NOW
REVOLUTION
TREND.
Online retail marketing executives
are of course most concerned
with

7. 9 ELEMENTS
OF INFLUENCE
FREE SHIPPING OFFER | 63%
EXCLUSIVE DISCOUNT | 56%
DAILY DEALS | 55%
SEEING A UNIQUE PRODUCT | 55%
REWARDS/LOYALTY POINTS | 52%
SEEING A PRODUCT I HAD RECENTLY VIEWED | 52%
A PRODUCT HAS RECEIVED NUMEROUS “LIKES” | 37%
ABILITY TO VOTE PROMOTION COMPANY OFFERS | 35%
A FRIEND HAS “LIKED” A PRODUCT | 33%
BUYBUY
% OF RESPONDENTS
‘Factors that would encourage US Digital
Buyers to make a purchase via social media
when holiday shopping’ from MarketLive, 7th
Annual Holiday Research Study, Oct 15,
2015

8. C O N C L U S I O N
Consumers want limited-time and
exclusive shopping incentives
above all else when considering
purchasing off of social media.

9. How do online
retailers keep up?
Understand customer buying behaviour.01
Create contextual "buy now" opportunities that actually improve the shopper experience. 02
Build a seamless omnichannel presence online and 03

10. 9 INSPIRING REFERRAL MARKETING IDEAS
FOR THE PERFECT REFERRAL INCENTIVE
- RANKED BY MAGNITUDE OF EFFECT -

11. 1. FREE SHIPPING
of US eCommerce shipments
included free shipping during
2 0 1 4 h o l i d a y s h o p p i n g
period.
70%
One of the most powerful tools
to remove any purchasing
barriers.

12. 12
2. MEMBER-ONLY
EXCLUSIVE DISCOUNT
Exclusiveness creates
additional perceived
value in your offer.
Offering something
and greatly limiting its
access causes it to
look far more valuable.

13. 3. DAILY DEALS
Brings in valuable new
willing-­‐and-­‐able customers,
with the possibility of them
becoming repeat customers.
77% of deal buyers for Groupon, LivingSocial, Travelzoo, and
BuyWithMe were new customers, all spent more than the deal's value!

14. 14
4. SEEING A
UNIQUE PRODUCT
A unique product has
an attention-­‐grabbing
potential to cut right
through social noise
and straight through
to new buyers.

15. 5. REWARD AND
LOYALTY POINTS
Pairing loyalty points with
referral rewards provides
powerful incenTves for
both acquisi'on and
reten'on purposes.

16. 16
6. SEEING A PREVIOUSLY
VIEWED ITEM
How many times does the
average customer see your
message?
Effective advertising not
only depends on messaging
but also on the frequency
of impression of that
message.
Retargeted visitors are 70% more likely to convert!

17. 7. A PRODUCT
WITH MANY LIKES
Many fall in the trap of
focusing on what have
been referred as "vanity
metrics”.
Likes and Shares can produce
larger perceived value of your
content and increase the
propensity of a viewer to
engage.

18. 18
8. VOTING MECHANISMS
E x t r e m e l y u s e f u l f o r
companies who have trouble
g e n e r a t i n g o r g a n i c
engagement. Simply talking
to your customers, involving
them in your process and
following up on it will greatly
increase engagement.

19. 9. A FRIEND HAS
LIKED A PRODUCT
Social recommendaSon is
one of the most powerful
purchasing triggers.
We naturally accept friends'
recommendaTons as the truth while
taking any informaTon from the
outside with a hint of skepTcism.

20. an exclusive discount to entice
participation, a limited-­‐time free
shipping offer to create urgency,
leveraging social sharing mechanisms to
increase likes, spreading your offer to
other friends and creating the
foundation for a loyal relationship using
retargeting advertising and reward
points.
A SUCCESSFUL REFERRAL
PROGRAM ENTAILS:

21. HOWEVER,
Mix-­‐and-­‐matching these influence points represents a
serious challenge for marketing executives who want to
get more social sharing out of their existing customers.

22. THINKING OF IMPLEMENTING
A REFERRAL PROGRAM?
Learn the essential principles marketing
executives should utilize for online retail referral
success.