Jebbit’s Social Use-Case and Leveraging Social Influencers

In class and in our readings we have discussed the social media strategies of companies we’ve interned at or are customers of. I thought it would be interesting to bring my experience to the table of interning at Jebbit, a company that actually aids other companies in their social strategy as part of our value proposition!

One of the places we have seen marked success is maximizing social for sports teams as well as retail. To illustrate how Jebbit can be used to improve social and overall marketing results, I’ll talk about Warrior, a New Balance brand, who has crafted a successful social strategy with Jebbit and took it to the next level by leveraging social influencers.

First, an overview…

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Jebbit’s post-click marketing platform powers 1000s of unique audience engagement experiences used by leading brands around the world.

For the past two and half years I’ve been interning at Jebbit, a Boston startup with BCVC (Boston College Venture Competition) beginnings. Those who have vaguely heard of Jebbit often associate it with college students earning money by watching ads and answering questions. However, this is far from the current business model and alien from my experience as digital marketing manager there. I came on board in early 2013 right when we pivoted– Jebbit is a platform for brands (not consumers, or college students, though we seek to help brands resonate with these consumers).

Jebbit is a digital marketing platform associated with what we have coined as “post-click engagement.” This means maximizing ad spend and increasing engagement after a customer clicks on an ad, from whatever channel they come across it (email, social, search, etc.). Instead of being directed to a generic, stale landing page or the website’s homepage, consumers are immersed in an interactive experience (enabled by Jebbit technology). Questions (product awareness, education, opinion, etc.) are overlaid onto the brand’s website (whatever pages or videos they wish). The consumer answers these questions (often times the answer can be found in the underlaid page) in exchange for some reward  (i.e. discount, reward, unlock a resource). At the end of the experience, they divulge their email address in exchange for the reward or redemption code.

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The principle is that this allows a conversation between brand and consumer and is based on a value-based exchange. For a little trite illustration, aren’t you more willing to give your phone number to someone you’ve talked a while and has bought you a drink to rather than someone that just asks for it point-blank? Our technology has shown to decrease bounce rate, increase conversion, and gain valuable data that can be re-funneled into future marketing efforts. It also gives brands more power over and information about the customer journey.


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We have identified 6 primary marketing goals Jebbit can be used to accomplish:

  1. Brand Awareness
  2. Social Engagement
  3. Consumer Profiling
  4. eCommerce Sales
  5. Lead Generation
  6. User Acquisition

Without further delay, Warrior, Jebbit, and Social Influencers…

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The objective of the campaign was to activate loyal followers, encourage organic distribution of the experience, and ultimately measure success in terms of completions and sales.

In crafting the campaign, Warrior took a look at their loyal audience and identified 25 of the most relevant social influencers, built an engaging, shareable Jebbit experience, and distributed unique URL’s for each influencer to share with their networks. Three specific factors took this campaign to the next level:

1. In crafting the campaign, they focused on aligning the Jebbit experience with their goals without compromising the share-ability of the campaign

2. Warrior created accountability for the influencers by empowering each with a unique URL (each of which helped track influencer engagement driven)

3. Warrior created a competition amongst influencers, creating a reason to consistently communicate with the community.

Campaign Results: The campaign was a success and resulted in a 48% click-to-hook rate (click & answer first question), 37% click-to-completion rate (click and complete full campaign), and a 34% click-toclaim rate (click, complete, and claim reward). This is particularly successful in light of the fact that the industry average is 2% conversion.

Sales Results: Ultimately 10% of people who completed the campaign actually bought the shoes.

Try out a preview of the campaign for yourself here.

Some key points to consider when crafting a social campaign is to balance 1) the type of questions and reward with what is most useful to the brand in terms of potential insights with 2) personality, fun, and value to the consumer. Identifying influential people in your audience who are very loyal and outspoken about the brand and incentivizing them can increase your reach, the potency of the message, and enhance your relationship with the influencers themselves.

Honing in on the potency of the message, in the current digital environment and especially among Millennial consumers, user generated data, reviews, and recommendations are trusted and sought far more than brand concocted and dispersed media. Warrior was able to increase the return on their social campaign by partnering and rewarding these people. It is important, however, to have these influencers align with your brand values and be loyal and authentic consumers. Incentivizing random influencers with no direct link to the brand can insincere/inauthentic and have unwanted implications. Jebbit has created high-performing social campaigns with various sports teams as well– sports teams tend to have groups of dedicated fans who are prime candidates for social influencers.

“Word of mouth marketing is still very much relevant in today’s marketing world, even in the digital space. Warrior’s success is just one example of how brands can leverage their fans’ digital presence to drive significant engagement with their audience and thereby exceed their internal marketing goals.”

– Michael Marcus, Head of Accounts and Strategy at Jebbit

To access a full case study on Warrior and Jebbit: [Case Study] New Balance Activates Loyal Fans and Achieves 2.3x Conversion to Purchase

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7 comments

  1. Having been around the BC tech/entrepreneurial circles for a while now, I hear a lot about Jebbit, although I’ve never really understood their platform. This was a great synthesis of what they do and it opened my eyes to some really neat ways companies make the most of their site visitors. Although it obviously depends on the reward, I’m typically very open to spending some extra time supplying data or watching something to get access to something online.

  2. I have read about Jebbit a lot in my classes, and its great to hear your experience from interning there! From my classes, I definitely think one of the weaknesses of Jebbit was audience awareness. Its such a cool idea but not many people know about it. Its awesome to see you guys leverage social media to combat this. You drove more engagement through social media, which is bound to do great things for Jebbit. I also think its interesting how 10% of people who completed the compaign actually bought the shoes, that is an impressive number.

  3. I was one of the first people to use Jebbit when they did a free cash giveaway my Freshman year at BC. I always thought it was a great idea, and I hope that it does catch on in a big way. It is crazy to see how far it has come in the past few years and I hope it continues to work its way to the big time!

  4. Alex, cool to hear from the inside perspective at Jebbit. I remember when there was a lot of buzz around Jebbit our freshman year, and I enjoyed learning about how they pivoted as a company.
    What stuck out from this article, and at the heart of Jebbit’s success, is the interaction that the platform enables between brand and consumer. I’m curious what factors Warrior looked at to determined their 25 most loyal social influencers…just their social media activity on popular platforms?

  5. The brilliance of Jebbit, to me, is that there are just so many dirt-boring advertising campaigns out there. We’re basically saturated with these ads, and marketers are often led to believe that it’s simply a matter of “engaging” as many people as possible. Any marketing effort that refers back to the existence of real, live humans on the other side of the screen has a big advantage.

  6. Does all Jebbit post-click engagement take the form of quizzes/questions? I checked out the Warrior campaign … is that typically the average length of questions? What other types of industries are Jebbit involved with beyond retail and the sporting world. Seems to me like there are tons of applications/industries for this service. Beyond providing URL’s to influencers what other activation methods does Jebbit prescribe? Interesting company, thanks for sharing!

  7. Very interesting post. There is quite a bit of value in engagement. It seems to make sense that engagement requires a ‘post’ conversation. I have heard of Jebbit’s roots; I would say that post click engagement is the future of online marketing. Google is doing it now through their streamlined process of understanding their users after an interaction is made where information can be collected. The good thing about Jebbit is that the same appeals to brands which does away with all the privacy issues.

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