0
#bsocial14
Busted:
10 UGC myths you’re still falling for
Joe Rohrlich
Vice President, Client Success
#bsocial14
What exactly is UGC?
#bsocial14
#bsocial14
#bsocial14
#bsocial14
Myth:
Negative UGC will kill my sales!
#bsocial14
Quantity? Rating?v.
+111%
Conversion Rate
+2%
Conversion Rate
#bsocial14
#bsocial14
1. Good review text (1-5 reviews)
2. High number of reviews
3. Some critical reviews
4. Recent reviews
Then eve...
#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
...
#bsocial14
Fact:
It’s not the perfect product for
everyone…and shoppers know it.
#bsocial14
Myth:
The consumer is
always right.
#bsocial14
#bsocial14
#bsocial14
When brands responded to product
misuse with guiding instructions,
shoppers who saw those responses
were more l...
#bsocial14
Myth:
A couple of reviews will do.
#bsocial14
#bsocial14
#bsocial14
#bsocial14
#bsocial14
Fact:
Be Greedy. More IS More.
#bsocial14
Myth:
But no one will talk about that
product!
#bsocial14
Kitty Litter: 21,400
Fact:
Sponges: 11,400
Frozen French Fries: 16,000
Toilet Paper: 2,900
Checking Account: 6,...
#bsocial14
#bsocial14
#bsocial14
Myth:
Be careful…don’t ask the
consumer for too much!
#bsocial14
69.6%
Long form
68.6%
Short form:
Percentage of responses to surveys:
#bsocial14
#bsocial14
#bsocial14
#bsocial14
Fact:
He who shares his opinion…actually
wants to help…usually.
#bsocial14
Myth:
No one trusts reviews anymore.
#bsocial14
71%of people read consumer
reviews before making a
purchase.
Fact:
People are actually getting
savvier about wo...
#bsocial14
#bsocial14
Myth:
Word-of-Mouth. It’s a .com thing.
#bsocial14
#bsocial14
#bsocial14
#bsocial14
Fact:
Word-of-mouth lives everywhere we are.
#bsocial14
Myth:
Your best copyeditor sits on
Madison Ave.
#bsocial14
#bsocial14
#bsocial14
Fact:
Your best copywriter might just be my Mom.
#bsocial14
Myth:
Word-of-mouth is just a 1-time
campaign.
#bsocial14
Fact:
It’s always on.
Keep feeding it.
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Busted: 10 UGC myths you’re still falling for | Bazaarvoice Summit 2014

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Think the customer is always right? Think you shouldn’t respond to trolls? Watch Joe Rohrlich bust these common myths and they’ll never dupe you again.

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Transcript of " Busted: 10 UGC myths you’re still falling for | Bazaarvoice Summit 2014"

  1. 1. #bsocial14 Busted: 10 UGC myths you’re still falling for Joe Rohrlich Vice President, Client Success
  2. 2. #bsocial14 What exactly is UGC?
  3. 3. #bsocial14
  4. 4. #bsocial14
  5. 5. #bsocial14
  6. 6. #bsocial14 Myth: Negative UGC will kill my sales!
  7. 7. #bsocial14 Quantity? Rating?v. +111% Conversion Rate +2% Conversion Rate
  8. 8. #bsocial14
  9. 9. #bsocial14 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)
  10. 10. #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
  11. 11. #bsocial14 Fact: It’s not the perfect product for everyone…and shoppers know it.
  12. 12. #bsocial14 Myth: The consumer is always right.
  13. 13. #bsocial14
  14. 14. #bsocial14
  15. 15. #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%
  16. 16. #bsocial14 Myth: A couple of reviews will do.
  17. 17. #bsocial14
  18. 18. #bsocial14
  19. 19. #bsocial14
  20. 20. #bsocial14
  21. 21. #bsocial14 Fact: Be Greedy. More IS More.
  22. 22. #bsocial14 Myth: But no one will talk about that product!
  23. 23. #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
  24. 24. #bsocial14
  25. 25. #bsocial14
  26. 26. #bsocial14 Myth: Be careful…don’t ask the consumer for too much!
  27. 27. #bsocial14 69.6% Long form 68.6% Short form: Percentage of responses to surveys:
  28. 28. #bsocial14
  29. 29. #bsocial14
  30. 30. #bsocial14
  31. 31. #bsocial14 Fact: He who shares his opinion…actually wants to help…usually.
  32. 32. #bsocial14 Myth: No one trusts reviews anymore.
  33. 33. #bsocial14 71%of people read consumer reviews before making a purchase. Fact: People are actually getting savvier about word-of-mouth.
  34. 34. #bsocial14
  35. 35. #bsocial14 Myth: Word-of-Mouth. It’s a .com thing.
  36. 36. #bsocial14
  37. 37. #bsocial14
  38. 38. #bsocial14
  39. 39. #bsocial14 Fact: Word-of-mouth lives everywhere we are.
  40. 40. #bsocial14 Myth: Your best copyeditor sits on Madison Ave.
  41. 41. #bsocial14
  42. 42. #bsocial14
  43. 43. #bsocial14 Fact: Your best copywriter might just be my Mom.
  44. 44. #bsocial14 Myth: Word-of-mouth is just a 1-time campaign.
  45. 45. #bsocial14 Fact: It’s always on. Keep feeding it.
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