Promoting C2C Programs Across Channels to Drive Participation

We kicked off the beginning of this week talking about Making Referring Easy for Your Customer Advocates on our blog. The post outlined the first tip from our Top 5 tips for Amplifying the Power of Your Customer Advocates blog post. Today, we are going to discuss the second tip, Promoting Across Channels. In order to launch successful Consumer-to-Consumer (C2C) social marketing programs it is imperative to promote them across channels. 
 
‚Ä®Driving awareness of a C2C program is critical to its success. The more customers that see a C2C program, the more likely they will become advocates and share the program with their friends. A best practice that we’ve seen here at Extole, is for brands to utilize their available owned assets to promote their C2C programs. A brand’s social followers are usually a subset of its customers and advocates. By leveraging the corporate website and email lists, as well as social networks—Facebook, Twitter, etc.—to promote C2C programs, brands can generate significantly higher participation from advocates. The more customer advocates that are driven to the top of the sales funnel, the more friend conversions brands can see at the bottom.

A systematic approach to promotion of C2C programs across all of a brand’s assets is an important factor in driving participation and directly relates to the success of the program. Brands should include promotion on their corporate websites (particularly the homepage), email promotions to their customer and opt-in lists as well as promotions on social networks.

In addition to promoting to a broad audience, brands should promote the program in key touch points throughout the brand experience.  Customers are most likely to share the program with their friends when they feel closest to the brand, typically after they have made a purchase or interacted with the product.  Promotions in key customer touch points such as order confirmation pages, purchase confirmation emails, pop-up messages and banner ads within digital products drive high-quality advocacy.  Continually finding new and creative ways to provide effective placements is essential to making the program increasingly effective, and in keeping it fresh and relevant. Placements should have a clear and strong call to action (CTA), highlighting why customers should participate and what’s in it for their friends.

At Extole, we’ve seen that promoting a C2C program on a brand’s corporate website, through in-product placements and via dedicated emails to customer lists drives the highest participation from advocates.

The following are our recommended promotion placement areas for optimal C2C program participation and which channels generate the highest amount of participation:

  • Homepage
  • My Account page
  • Post-purchase emails
  • Weekly/Monthly newsletters
  • Dedicated email drops
  • Confirmation/Receipt page
  • Customer Login/Logout pages
  • In-product placements
  • Facebook and Twitter posts
  • Offline promotions

In order to drive the highest participation rate in C2C programs, brands should leverage their owned assets, including corporate websites, email lists, as well as social networks—Facebook, Twitter, Google+, LinkedIn, etc.—to promote the program to their customers.

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