A couple of weeks ago, we wrote a blog post about the Top 5 tips for Amplifying the Power of Your Customer Advocates. The first tip is “Make Referring Easy” – this is one of the most critical elements of any Consumer-to-Consumer (C2C) social marketing program, providing the right sharing tools to make it easy for your customer advocates to share their passions about your brand with their friends and social communities.
There are a number of ways in which advocates can share C2C social marketing programs with their friends, including email, personal URL (PURL), Facebook, Twitter, Google+, etc. Making sharing easy, and testing and optimizing messaging according to sharing channel are important components and directly related to the success of your C2C social marketing program.
Here is an overview of popular sharing channels:
Email is the most popular sharing channel in a C2C marketing program because it’s a personal share between an advocate and his or her friend. Email shares are one-to-one, so they don’t see the same amplification as one-to-many social shares. Since the email shares come as personal recommendations from a trusted source, the conversion rates are the highest of all sharing channels. If you are creating a default message for your customer advocates to share with their friends via email, the message should read like a story with a personal touch, which tells the friend about the offer they will receive and what the advocate gets if the friend converts.
PURLs are personalized links which brands can provide to advocates to share content with their friends across channels and platforms – emails, blogs, instant messages and social networks. Because PURLs are a simple, flexible sharing option that can be one-to-one (email) or one-to-many (Facebook posts), they see the second highest sharing rate in C2C programs. PURLs see higher amplification than email, but lower clicks per share than social shares. PURL shares see a higher conversion rate than social shares.
Sharing via Facebook and Google+ is one-to-many sharing with an advocate’s friends and social communities. Shares to Facebook and Google+ see larger amplification than one-to-one shares, but see a higher conversion rate than Twitter because the share is with friends. If you are creating a default message for your customer advocates to share with their friends via Facebook or Google+, the message should sound like your advocates are speaking directly to their friends and include the advocate’s rationale for why they are sharing the offer with their close network of friends.
Sharing via Twitter is a one-to-many, broadcast share. Twitter shares see the highest amplification, or click per share rate because they can be seen by anyone. However, Twitter shares see the lowest conversion rate. If you are creating a default message for your customer advocates to share with their friends via Twitter, the message should be a more condensed message to the world at large.
Making sharing easy for your customer advocates and enabling a cross-channel approach to sharing in a C2C social marketing program drives the highest possible volume of shares, amplification and conversions. To learn more about sharing channels and C2C social referral programs, download our latest white paper HERE.