Referral Program Overview
Mavrck's Referral Program module adds to the platform's ability to amplify content, allowing brands to leverage advocates to drive purchases, sign-ups, and app downloads.
The Mavrck referral program provides a number of key capabilities:
- Option to reward the referrer (existing customer) as well as the referee (new customer) when a conversion occurs.
- Ability to present the referral program as part of your branded web site via the Mavrck Influence Plugin
- Support for points based incentives or promo codes (static or dynamic).
- Notifications can be sent automatically to the referrer when a referee converts, including details about the granted reward.
Some key benefits of using this module include:
- Performance based incentives: Your members are rewarded when they drive a conversion vs. being rewarded just for sharing or producing engagements.
- Low cost of administration: The referral program can be set up once and then left live for a long time. This can be much easier to administer than a frequent cycling of new activities each month.
- Organic member acquisition: By presenting the referral program through your web site, you will acquire new members into your influencer program naturally, without email solicitation.
Here is an example of the referral program, presented via the Influence Plugin on a e-commerce site.
The call to action is entirely configurable so that you can present the program in a way that best fits your user experience.
When a customer clicks on the call to action, they are asked to login with Facebook. Once they do, they will become a 'member' of your program and will show up in the Mavrck platform with the rest of your members.
Referral Program Sign Up
After joining via Facebook, the influencer is presented with their member specific referral link. This link can be shared however the influencer desires. Facebook, Twitter, and email buttons are provided as suggestions, but the link could be copied and added to a blog post, an Instagram profile, or other form of social media.
The destination of this link is configured in the Mavrck platform and could send a customer to an e-commerce site, a program sign up page, or an app download. The Mavrck Influence Plugin is used to configure conversion tracking for these use cases so that we understand when a referral was made.
Personal Referral Link
When an influencer signs up for the referral program and receives their unique link, we also send them a welcome email that also includes their link.
Friends who click on the influencer's referral link will be taken to the configured destination. If the Influence Plugin is installed on that page, a dialog that includes the configured referee incentive will be presented. This incentive can be a static or dynamic (single use) promo code. You do not need to set up a referee incentive to use the referral program, but results are typically better when there is a two way incentive in place.
Referee Incentive Presentation
If the referee completes the purchase, sign-up, or download, the Mavrck system will record the conversion event, associate the conversion to the referrer, and send out a notification to the referrer that they drove a conversion.
The notification will include a message explaining the unlocked reward. We currently support points & promo codes as rewards for the referrer.
Notification to Referrer of Successful Conversion
Within the Mavrck platform, you will be able to review performance of your referral program. The system records all sign ups, clicks, conversions, and conversion value, with all information associated to the member referrer.
Referral Performance Tracking
Getting Started With the Referral Program
In order to set up the referral program you will need to make a number of decisions.
You will need to decide what sort of incentive to provide the referring influencer. You have a choice of points (if points are enabled in your instance) or dynamic promo codes. If using points, you will need to decide on a point value. If promo codes, you will need to decide on the value of the promo code, and then generate the promo codes so that they can be loaded into the Mavrck system.
If you are using multiple conversion 'types' (sign-up, download, purchase, etc), you have the option of awarding different point values for each type of conversion.
You will need to decide if you are providing an referee incentive. These incentives are not required, but they will result in a better performing program. For referees you can use either a static or dynamic promo code. We suggest dynamic, as they are single use and can not be shared openly. Regardless of which promo code type you choose, you will need to decide upon the value and generate the codes to be loaded into the Mavrck system.
Location & Copy of Call to Action
The best way to acquire referrers is through your web site, using the Mavrck plugin. As part of this deployment, you will need to decide how you want the program to be presented on your web page. See above for an example that presents 'Give 10, Get 10' as a small floating banner on the footer of the page. You have virtually unlimited options when it comes to where to present the CTA.
Copy for Referral Program Details
Once a user clicks on the program call to action, they are presented with a screen that provides more detail about the program. This copy is configurable.
NOTE: As of September 2017, this feature is fully live in our system, but the configuration of the program requires assistance from the Mavrck customer success organization. In Q4 2017, we will be adding capabilities for in app configuration.