{"id":50149,"date":"2014-03-31T23:05:41","date_gmt":"2014-03-31T23:05:41","guid":{"rendered":"https:\/\/webolutionsmarketingagency.com\/social-media-marketing-generating-customer-referrals\/"},"modified":"2023-09-13T19:44:20","modified_gmt":"2023-09-13T19:44:20","slug":"social-media-marketing-generating-customer-referrals","status":"publish","type":"post","link":"https:\/\/webolutionsmarketingagency.com\/social-media-marketing-generating-customer-referrals\/","title":{"rendered":"Social Media Marketing: Generating Customer Referrals"},"content":{"rendered":"<p>Chances are, if you are in a room full of people, half of them have made a referral on social media.<\/p>\n<p>Whether it be for a restaurant\u2026<br \/>\n<img decoding=\"async\" class=\"alignnone wp-image-38610\" src=\"https:\/\/webolutionsmarketingagency.com\/wp-content\/uploads\/20140401.jpg\" alt=\"Social Media Marketing - Generating Referrals - Example 1\" width=\"375\" height=\"315\" \/><\/p>\n<p>\u2026or a doctor\u2026<br \/>\n<img decoding=\"async\" class=\"alignnone wp-image-38611\" src=\"https:\/\/webolutionsmarketingagency.com\/wp-content\/uploads\/20140401-2.jpg\" alt=\"Social Media Marketing - Generating Referrals - Example 2\" width=\"375\" height=\"292.5\" \/><\/p>\n<p>\u2026or a book, or a movie&#8230;<\/p>\n<p><strong>Referrals vs Social Referrals<\/strong><br \/>\nWe should begin by differentiating what businesses see as \u201creferrals\u201d from what <a href=\"https:\/\/webolutionsmarketingagency.com\/digital-marketing-services\/social-media-marketing-agency\/\">social media marketing firms<\/a> typically call, \u201csocial referrals.\u201d Because most Facebook page followers expect to receive special offers, social media marketing agencies combine <a href=\"https:\/\/webolutionsmarketingagency.com\/facebook-advertising-necessary-ever\/\">social media advertising<\/a> with coupons, contests and sweepstakes to drive what we call, \u201csocial referral traffic.\u201d<\/p>\n<p>Social referral traffic is visits to a website generated by social media activity. While this may be a means to an end, businesses are more directly interested in getting business referred by their current customer base. These are, invariably, the \u201cbest\u201d leads for any business because they involve little to no comparison shopping and the prospect has been pre-qualified by the referrer.<\/p>\n<p><strong>Social Media\u2019s Inherent Advantage<\/strong><br \/>\nActivity on social networks is increasingly apparent. Facebook, especially, provides updates on our friends and what they like, comment on, click on, where they are, where they are going\u2026<\/p>\n<p><img decoding=\"async\" class=\" wp-image-38612 alignleft\" style=\"margin-left: 20px; margin-right: 20px;\" src=\"https:\/\/webolutionsmarketingagency.com\/wp-content\/uploads\/20140401-3.jpg\" alt=\"Social Media Marketing - Generating Referrals - Example 3\" width=\"207\" height=\"376\" \/><\/p>\n<p>Any visual linking of a friend\u2019s name with a brand name or event serves as a tacit endorsement and generates a stronger proclivity for recognition, recall and consideration than an impression of the brand name alone. This is a business\u2019s reward for making its social assets a destination and generating engagement with them.<\/p>\n<p>Some facts about social referrals:<br \/>\n<em>Consumers are 71% more likely to make a purchase based on social media referrals.<\/em><\/p>\n<ul>\n<li>We trust the people with whom we&#8217;ve chosen to connect on social networks. They are friends, family, respected colleagues. We believe they know us, are like us, and have our best interests at heart.<\/li>\n<li>It\u2019s also very easy to use the online channel to verify the referral. 50 percent of people referred via an Internet social network will visit the referred business\u2019s social site first. That is often the first inclination the referred party gets about the business\u2019s approach and <a href=\"https:\/\/webolutionsmarketingagency.com\/4-reasons-comments-on-your-facebook-business-page-are-hurting-your-companys-online-reputation\/\">attitude toward customer service<\/a>. 78 percent of respondents to a 2012 Forbes Magazine survey said companies\u2019 social media posts impacted their purchase decisions.<\/li>\n<\/ul>\n<p><em>74% of consumers rely on social networks to guide purchase decisions.<\/em><\/p>\n<ul class=\"post-list\">\n<li>On average, 8 different forms of media are used to research a single purchase decision.<\/li>\n<li>Digital channels, including social media, are part of virtually all of them.<\/li>\n<\/ul>\n<p>Social media is, at is core, talking. It\u2019s any number of conversations eschewing the limitations of geography and chronology. One of every seven minutes Americans spend online is spent on Facebook. Social media is a source of referrals because, in large part, everyone is there and looking for ways to connect and get thanked.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Basic Truths about Referrals<\/strong><br \/>\nWhy do people refer? In 2007, <em>Duct Tape Marketing<\/em> author John Jantsch stated, \u201cPeople refer people, products, services and companies because they like to, it makes them feel good, it\u2019s just human nature.\u201d In short, the referral is much more for and about the referrer than the referred.<\/p>\n<p>Webolutions frequently counsels our clients about our N.U.D.E. Model for generating referrals:<\/p>\n<p><strong>N<\/strong>ovelty \u2013 Is the experience I have with you better than my expectations?<br \/>\n<strong>U<\/strong>tility \u2013 Do those in my network have a need for your services?<br \/>\n<strong>D<\/strong>ependability \u2013 Am I sure those in my network will have the same experience I had?<br \/>\n<strong>E<\/strong>conomy \u2013 Is your offering (the service and the experience) a good value?<\/p>\n<p>Webolutions assigns a score to each of these areas based on the client experience. The higher the overall N.U.D.E.\u00a0score, the more likely a business is to receive referrals.<\/p>\n<p>Look again at the restaurant referral example above. Notice how one respondent calls out a place for a lack of dependability. That\u2019s one trick about the N.U.D.E. score: Dependability is either a 100 or a zero.<\/p>\n<p><strong>Social Media\u2019s Inherent Limitations<\/strong><br \/>\nA company\u2019s online reputation is usually a reflection of its offline reputation. No amount of unique content and superlative responses on social channels can overcome problems of culture or operational capacity. Social media <del>can<\/del> <del>should be<\/del> is a part of a company\u2019s N.U.D.E. experience (or the lack thereof) but if product or service quality is failing, the best it can do is mitigate the damage.<\/p>\n<p>Those most active on social media and the most engaged with the social channel will not necessarily be the most influential. Regarding the question of, \u201cWhy do people refer?\u201d Jantsch advises, \u201cThe far better question is, \u2018Who do people refer?\u201d It\u2019s generally accepted that 15 to 20 percent of a business\u2019s most loyal customers drive 80 to 85 percent of its referrals.<\/p>\n<p><strong>How to Use This Information<\/strong><br \/>\nThe objective, then, is to identify a business\u2019s most influential customers and drive engagement with them on social channels.<\/p>\n<p>Tactics such as referral programs, properly constructed, promoted and rewarded, can amplify social media\u2019s role in generating customer referrals\u2014but again, these are only parts of a larger plan.<\/p>\n<p><strong>Join us!<\/strong><br \/>\nThis will be the topic for the April 18, 2014, installment of our Denver Social Media for Business Meetup group, which in its fifth year is one of the largest Social Media for Business Meetups in the world. Denver marketers, executives and business owners are encouraged to attend. There is no cost to attend and breakfast is provided.<br \/>\n<em>Sources: Forbes, SproutSocial, Hubspot, Knowledge Networks<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Chances are, if you are in a room full of people, half of them have made a referral on social media. Whether it be for a restaurant\u2026 \u2026or a doctor\u2026 \u2026or a book, or a movie&#8230; Referrals vs Social Referrals We should begin by differentiating what businesses see as \u201creferrals\u201d from what social media marketing\u2026<\/p>\n","protected":false},"author":6,"featured_media":50153,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[707],"tags":[950,951,952,953,1347,848,825],"class_list":["post-50149","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-marketing","tag-denver-social-marketing-meetup-group","tag-denver-social-media","tag-denver-social-media-for-business-group","tag-denver-social-media-marketing","tag-referral-marketing","tag-social-media-marketing","tag-word-of-mouth-referrals"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Social Media Marketing: Generating Customer Referrals<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/webolutionsmarketingagency.com\/social-media-marketing-generating-customer-referrals\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Social Media Marketing: Generating Customer Referrals\" \/>\n<meta property=\"og:description\" content=\"Chances are, if you are in a room full of people, half of them have made a referral on social media. 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