Referral marketing

Overview

ReferIt is an online marketing business solution that uses the process of recommendation to promote products and services to a large and receptive audience. The online recommendation process is based on the ‘six degrees of separation’ theory and embodies the principles associated with online social networking. Being web based, ReferIt requires no specialist operational or installation knowledge and is accessible to any individual with access to the internet and suitable web browser. The software has been developed on the alcuda Community Platform, a proven and scalable technology platform currently being used by many small to large organisations and installed in locations throughout the World.

 

Operation

ReferIt is simple in the way that it operates and requires no specialist IT knowledge on behalf of the user or any individual who is part of the recommendation process.
There are a number of stages involved in promoting products or services, a process we call a ‘campaign’.

The campaign module is accessible only by the client and all data is secure.

The first stage is to add information on the product or service to be promoted. The user is then taken to the next stage, which involves adding contacts. These contacts are the primary starting point for the social networking aspect of ReferIt. Contacts can be imported automatically or added manually and only takes a few minutes. Once contacts have been added they can be used in future campaigns and placed into groups for quick reference and easy management.

The final stage is to attach a message and were applicable, to offer a reward as an incentive for individuals to make recommendations. The reward does not need to be monetary and the offer of points, items or discounts to people who make recommendations is optional. These rewards are only made if a recommendation leads to an individual purchasing a product or service. This message, along with the reward will be sent to the initial list of contacts. We have used our experience and knowledge to provide a default message that increases the effectiveness of ReferIt. However, the system can be changed to include other messages and email templates to suit the client’s requirements. Once the campaign has been verified, the message is sent to the initial list of contacts and the automatic tracking of responses is activated.

Monitoring Campaigns

ReferIt has the ability to automatically track all activity generated as a result of launching a campaign. It uses a system of unique identification to track everyone involved in the recommendation process as well as individuals who wish to purchase products or show an interest in the services being promoted.

This information is collected by ReferIt and shows the user the effectiveness of the campaign. Users can clearly see who has recommended the product and service to their list of contacts and how many people have responded.

This information is useful when trying to determine which contacts are actively recommending the products and services to their contacts. These individuals can be identified and grouped in the contact manager to be used in future campaigns to achieve even greater results.

Collection of Data

One of the additional benefits of ReferIt is that people who have been part of the recommendation process can be added to the client’s database for use in future campaigns. This grows a client’s database without any direct involvement as ReferIt automatically manages these new contacts.

Should contacts wish to be excluded from future campaigns then they can simply ‘unsubscribe’ and they will be removed automatically. This process of subscribing and unsubscribing ensures that the campaign database is kept up to date with active contacts.

Management & Administration

It is essential that the client has full control over every functional aspect of ReferIt and for this reason a management and administration system has been installed. This allows the creation of new accounts and sub accounts for other people in the client’s organisation. It also allows the client to upload branding images, an explanation of the business, email delivery addresses, response administration and other useful control features.

Security

One of the main concerns in online business is that of security. ReferIt is hosted on secure servers where the client’s information is kept self contained and inaccessible to other clients and contacts. Each client has their own set of unique access codes and information is never distributed between clients or used for any other function than that intended by the client.

The same is true for the mailing system we employ. The success of a campaign relies on ReferIt being able to handle large volumes of traffic generated by emails being sent as part of a campaign and the recommendation process. We use our own dedicated servers to handle these large amounts of traffic to ensure that transmissions are kept within the confines of not being classed as ‘Spam’ or infringing upon internet provider’s ‘fair usage’ agreements.

Integration

Referit can be deployed as a stand-alone online marketing business solution but it has the ability to be integrated into a client’s web site or other legacy systems where appropriate. This requires evaluation of the Client’s system to ensure compatibility. This is possible due to ReferIt being built on alcuda’s Community Platform. It provides the infrastructure for ReferIt to be easily adapted without expensive redevelopment costs and the ability to be easily scalable and grow with the client’s requirements as and when required.

ReferIt replaces the traditional ‘recommend a friend’ system where a message can only be sent one ‘degree’. By providing ‘unlimited degrees of separation’, ReferIt adds a new dimension and capability to any company conducting business online. It will help increase visitor traffic and boost sales through its ability to extend your reach to a new and varied audience. This traffic is also very relevant due to the fact that the people recommending a client’s products and services believe that their contacts will also be interested.

Recommending Products and Services

Once the campaign has been launched, it is essential that ReferIt can process responses and track recommendations.

This is conducted by the ‘recommendation module’ and its purpose is to provide a ‘landing point’ for people who are interested in the products and services on offer or wish to recommend a friend. If an individual visits this page as a result of the initial email message or from a recommendation, the action is recorded and tracked for use at a later date to identify the individuals involved in a successful recommendation.

This landing page can be tailored to a client’s specific requirements although ReferIt does have its own standard default page. It is important to ensure that this page engages the individual to undertake an appropriate action.

The information presented will be the details on the product and service being offered along with any associated images. At this stage the individual can choose to directly apply for what is on offer or recommend it to their list of contacts in return for a share of the reward if applicable.

There is also the option to promote other products and services, directly or indirectly associated to the original items being offered. The individual can choose to place these other items in an ‘online shopping basket’ so that it is a simple process to recommend more than one item.

If the individual has not previously registered an account on ReferIt, they will be asked to add their list of contacts. The process is identical to the adding of email contacts for the campaign module and is described in the paragraph headed ‘Operation’.

The individual can then proceed to the next stage where they can add a message. ReferIt has a default message that automatically generates the tracking codes and information on the product or service being offered. This simplifies the process of recommending contacts.

Where appropriate, ReferIt can offer an integrated online transaction system for individuals who wish to express an interest in, or purchase the products and services being offered. These transactional systems can be simple or complex, ranging from a simple online request or a full blow recruitment application system.

Tracking Recommendations

One of the most important components of ReferIt is the ability to automatically track every person involved in the recommendation process and those that lead to a successful transaction. Once a successful recommendation has been recorded, ReferIt then traces the individuals involved in the recommendation chain and divides the reward appropriately. There is no need for the client to become directly involved in the payment of rewards as this is done online and an invoice sent to the client. Individuals may wish to collect the reward or donate it to a charity. The entire tracking and payment of rewards is processed automatically requiring very little input from clients or individuals.

Benefits

ReferIt has many unique features that set it aside from other online marketing solutions. Firstly, it uses online networking techniques that have been recognised as the next generation of internet communication. It has the ability to be integrated into other applications, directly replacing the current concept of ‘send to a friend’ found on many websites. The tracking and monitoring of everyone involved in a campaign or recommendation process makes ReferIt a unique and highly effective marketing and advertising solution. Using the ‘six degrees of separation’ principle it can promote a product or service to an unprecedented and receptive audience from a small initial list of email contacts. The delivery of messages and recommending friends can be achieved by email or SMS to a mobile phone. As a standalone product, it offers businesses a new and effective way to reach a different audience of potential customers without the need for installing proprietary software. ReferIt handles all email transactions on behalf of clients and therefore does not overload the client’s personal internet or email service.

Applications

ReferIt has been designed to be easily adapted to suit almost any industry sector.
Examples of applications are:

• Property and Letting
• Financial Services and Insurance
• Recruitment and Hiring of Staff
• Leisure and Fitness
• Retail Goods
• Home Improvements and DIY
• Mobile Telephones and Communication Services
• Automobile Sales and Servicing
• Appliances and Electronic Goods
• Credit and Debit Cards
• Loyalty Schemes