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Inspire Chicago - Busted! 10 UGC Myths You're Still Falling For

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Conrad Wredberg, …

Conrad Wredberg,
Director of Product Management – Analytics

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  • 1. Busted: 10 UGC myths you’re still falling for
  • 2. Olivia Derr Managing Director, Enterprise Brands Confidential and Proprietary. © 2014 Bazaarvoice, Inc.1
  • 3. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.2 What exactly is UGC?
  • 4. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.3
  • 5. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.4
  • 6. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.5
  • 7. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.6 Myth: Negative UGC will kill my sales!
  • 8. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.7 Quantity? Rating?v. +111% Conversion Rate +2% Conversion Rate
  • 9. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.8
  • 10. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.9 1. Good review text (1-5 reviews) 2. High number of reviews 3. Some critical reviews 4. Recent reviews Then everything else … (Star ratings, secondary ratings, social recommendations, profiles, context data, Facebook, filters, sorting, etc)
  • 11. #bsocial14 3.8 3.9 4 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 CPG Consumer Electronics Home Improvement Travel Sporting Goods Toys Average Rating by Category
  • 12. #bsocial14 Fact: It’s not the perfect product for everyone…and shoppers know it.
  • 13. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.12 Myth: The consumer is always right.
  • 14. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.13
  • 15. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.14
  • 16. #bsocial14 When brands responded to product misuse with guiding instructions, shoppers who saw those responses were more likely to buy the product and felt more positively about the product. Increase in intent to purchase Increase in product sentiment 186% Fact: Consumers aren’t all pure geniuses. Sometimes they appreciate a little help! 157%
  • 17. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.16 Myth: A couple of reviews will do.
  • 18. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.17
  • 19. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.18
  • 20. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.19
  • 21. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.20
  • 22. #bsocial14 Fact: Be Greedy. More IS More.
  • 23. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.22 Myth: But no one will talk about that product!
  • 24. #bsocial14 Kitty Litter: 21,400 Fact: Sponges: 11,400 Frozen French Fries: 16,000 Toilet Paper: 2,900 Checking Account: 6,000 Tax Stores: 89,000
  • 25. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.24
  • 26. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.25
  • 27. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.26 Myth: Be careful…don’t ask the consumer for too much!
  • 28. #bsocial14 69.6% Long form 68.6% Short form: Percentage of responses to surveys:
  • 29. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.28
  • 30. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.29
  • 31. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.30
  • 32. #bsocial14 Fact: He who shares his opinion…actually wants to help…usually.
  • 33. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.32 Myth: No one trusts reviews anymore.
  • 34. #bsocial14 71%of people read consumer reviews before making a purchase. Fact: People are actually getting savvier about word-of-mouth.
  • 35. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.34
  • 36. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.35 Myth: Word-of-Mouth. It’s a .com thing.
  • 37. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.36
  • 38. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.37
  • 39. #bsocial14
  • 40. #bsocial14 Fact: Word-of-mouth lives everywhere we are.
  • 41. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.40 Myth: Your best copyeditor sits on Madison Ave.
  • 42. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.41
  • 43. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.42
  • 44. #bsocial14 Fact: Your best copywriter might just be my Mom.
  • 45. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.44 Myth: Word-of-mouth is just a 1-time campaign.
  • 46. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.45 We’re capturing valuable market data from reviewers…gender, age, and location as well as an explanation of why they purchased…in this regard we’re getting real data from actual purchasers that helps us understand whose buying our products and why. “ -- Bill Sokol,VP Marketing, Arrow “
  • 47. #bsocial14 Fact: It’s always on. Keep feeding it.
  • 48. Confidential and Proprietary. © 2013 Bazaarvoice, Inc.47 Don’t stand by & watch—get in the game!