La passion de vos clients transforme les consommateurs en acheteurs
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Aujourd'hui, les médias sociaux sont un vecteur de conversations quotidiennes. Cela veut dire que des milliards de conversations, qui étaient autrefois d'ordre privé, sont à présent rendues publiques sur les réseaux sociaux. Les publications effectuées sur les réseaux sociaux constituent une opportunité unique pour capter les opinions des consommateurs et séduire les clients. L'utilisation conjointe des évaluations et des contenus sociaux de qualité permet de mettre en place une expérience d'achat plus riche, en s'adressant pleinement aux futurs clients tout en leur présentant des produits plus efficacement.
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La passion de vos clients transforme les consommateurs en acheteurs
- 1. 0 Customer Love Turns Shoppers Into Buyers Webinar: 1 October 2014 Host: Jason Ford
- 3. 2 Housekeeping Items • Format • 35 minute presentation • 25 minutes for Q&A
- 4. 3 Housekeeping Items • Format • 35 minute presentation • 25 minutes for Q&A • Ask a Question • #bvlearn on Twitter • Chat panel in GoToWebinar
- 5. 4 Housekeeping Items • Format • 35 minute presentation • 25 minutes for Q&A • Ask a Question • #bvlearn on Twitter • Chat panel in GoToWebinar •Recording – webinar recording will be available at Bazaarvoice.com
- 6. 5 Jason Ford
- 7. 2009 Confidential and Proprietary. 6 © 2014 Bazaarvoice, Inc.
- 8. Confidential and Proprietary. 7 © 2014 Bazaarvoice, Inc. 7
- 9. 8 Twitter Flickr YouTube
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- 11. 10 Brand Website Social Networks Instead of sending traffic off to the social networks…
- 12. 11 Brand Website Social Networks Brand Website Instead of sending traffic off to the social networks… Social Content …brands should pull in social content and retain visitors.
- 13. 12 Many brands are jumping on the social media bandwagon, without giving proper thought about the impacts to their marketing effort...Marketers spend millions of dollars to get people to visit their corporate website, so why would they be so quick to send them away? – Jeremiah Owyang, Altimiter “
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- 17. 16 Evolution of the Marketplace
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- 20. 19 The advent of the Industrial Age did more than just enable industry to produce products much more efficiently. Management’s approach to production and its workers was quickly echoed in its approach to the market and its customers.... If products and workers were interchangeable, then interchangeable consumers began to look pretty good too. – The Cluetrain Manifesto “
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- 27. 26 Can this be more human?
- 28. 27 EPSOtherBazaarvoice - 601701849Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 27
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- 33. 32 Where do we get shopping information today?
- 34. 33 Professional Reviews Consumer Reviews
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- 37. 350 Million Photos posted daily 36 60 Million Photos posted daily 58 Million Photos Tweeted daily
- 38. 37 Evolution in UGC
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- 42. 41 Publishing Broadcast Social 1.0 Hyper-Social Reviews
- 43. 42 Publishing ReviewsProfessional User-Generated Broadcast Social 1.0 Hyper-Social
- 44. 43 Publishing ReviewsProfessional UGC Rational Emotional Broadcast Social 1.0 Hyper-Social
- 45. Inspiration • Emotive • Spontaneous • Unsolicited • Bite-sized Validation • Empirical • Rational • Solicited • Detailed
- 46. 45 Conversion occurs when the rational meets the emotional “ Sr Marketing Exec, Fortune 100 BV Client
- 47. Commodity Values: practicality, convenience Lifestyle Values: access, simplicity Enjoyment Values: discovery, curiosity Evolution of online retail
- 48. Using social posts as reviews “ 47
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- 57. 56 Integrating social in the commerce experience
- 58. Confidential and Proprietary. 57 © 2014 Bazaarvoice, Inc.
- 61. 1 2 3 Collection Display Gather content Curation Filter for relevance Human moderation, curation and tagging Display on brand and social sites, mobile sites, and in native advertising.
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- 63. Social Post Enhancement 62 Appropriate Content
- 64. Social Post Enhancement 63 Appropriate Content User Permission #approved
- 65. While all content gathered by Curations is public, Bazaarvoice recommends establishing explicit consumer consent for its use: “I love #product” “I love #product #marketinghashtag” User Permission Required User Permission Required User Permission Required User Permission Not Required
- 66. Social Post Enhancement 65 Appropriate Content Product Tagging Yeti Tundra (SKU: 104724) User Permission #approved
- 67. 66 66 Curations Gallery Campaigns Splash pages Category pages
- 68. 67 67 Curations on the Product Page Social photos on product pages
- 69. 68 Visual UGC in Purchase Path 25-40% Engagement 3-9% Lift in Conversion (on top of R&R)
- 70. 69 Let’s make shopping social again.
- 71. 70 Questions
Editor's Notes
- Hello - and thanks for attending our webinar: Customer Love Turns Shoppers into Buyers.
- Before we get started, I’d like to cover a few housekeeping items.
- First – we have 60 minutes set aside for this webinar, and I have about 35 minutes of material to present, which we’ll follow up with 25 minutes of Q&A.
- You can submit your questions at any point via Twitter using the hashtag #bvlearn – or use the chat controls in the GoToWebinar panel. We’ll be collecting those during the presentation and will select a few to answer when we get to Q&A.
- Lastly – we’re recording the webinar and it will be available on our website, Bazaarvoice.com, in the next few days. So no need to take notes unless you just like doing so. With that, let’s go ahead and get started.
- OK – so my name is Jason Ford – and to provide a little context for today’s topic, I’m going to give a brief background on my career and how I ended up at Bazaarvoice – so to do that, let’s go back to 2009
- At this point I had been working in digital agencies for about a decade, and I was the VP of digital at **this**…
- …**this** agency. I spent a lot of my time consulting with brands, helping them build marketing programs, figure out what to do with their websites, and doing strategic planning in general. Social media was just becoming a big deal.
- Back then, that meant Twitter, YouTube, and Flickr. Facebook was gaining traction quickly, but didn’t have as many opportunities for brands yet. And Instagram didn’t even exist back then. So I was trying to help brands make sense of social media, and a lot of the tactics available at that point fell into the “listening” category – monitoring social channels to figure out what people were saying – or the “publishing” category – like setting up a Twitter account and starting to post content and interact with people. But as I was working on a lot of brand websites, I wanted to figure out how to put social media to work in that context. And **this**…
- …**this** is what post brands were doing – simply linking off to social media sites. You could applaud the brands for showing that they were at least participating in the conversation taking place on these social sites, but in general this approach didn’t make a lot of sense to me – because these links were driving hard-earned traffic away from the brand websites. The brands were losing control of the user experience by sending people off to interact on social channels, and this was especially bad for brands doing ecommerce because visitors are no longer in a position to buy once they leave the brand site.
- So instead of sending traffic off to social sites…
- …it made a lot more sense to me fore brands to pull in social posts and display them on their own websites. This would achieve the goal of social engagement without losing their site traffic in the process. And Jeremy Owyang – an analyst who was with Altimiter at the time – agreed. He wrote:
- **Many brands are jumping on the social media bandwagon, without giving proper thought about the impacts to their marketing effort...Marketers spend millions of dollars to get people to visit their corporate website, so why would they be so quick to send them away?** So this really validated what I wanted to do, but when I looked around for software that enabled this, I couldn’t find anything. There were no readily-available platforms for pulling in social content, moderating it, and displaying it on a website. So I decided to take the plunge and start a company to do that.
- It was called FeedMagnet. After launching in early 2010, we picked up a lot of…
- …big-brand clients over the next 4 years. And in April of this year, FeedMagnet was acquired by Bazaarvoice…
- …to become Bazaarvoice Curations. So I’ve spent a lot of time over the past 5 years thinking about how brands can use social content. And over the past year – partnering with and then joining Bazaarvoice – I’ve been thinking specifically about how social content can be used in the commerce experience. And that’s what we’re going to focus on today.
- To get us started, let’s go back even farther in time – all the way back to the beginning of the last century – to understand how the marketplace has evolved.
- Let’s consider how the act of buying and selling worked back before the industrial revolution. Back then, the process of buying something was intimately social. You walked into a store, made eye contact with another human – in many cases someone you already knew from your local community. You physically handed them money as they handed you the product you were purchasing. Often they were personally involved in creating the products - a blacksmith, seamstress, or jeweler – or in the case of a general store they were at least involved selecting and sourcing their wares from a merchant or manufacturer. The key thread tying the marketplace together was people. It was a human experience. Goods were handcrafted. Hand sold. Hand bought. And we’ve had two major shifts in the market that have changed this experience over time.
- The first was the Industrial Revolution. Starting with Henry Ford, and the factory assembly line, we rapidly adapted the entire marketplace to be more uniform and optimized for efficiency. This brought big cost savings to manufacturing, and businesses sought efficiencies in marketing as well. Local merchants used to know their shoppers personally, and would adjust inventory and merchandizing strategies based on these relationships – but this didn’t scale well. And marketers began to take lessons from the assembly line even in how they interacted with customers. The authors of the Cluetrain Manifesto put it this way:
- **The advent of the Industrial Age did more than just enable industry to produce products much more efficiently. Management’s approach to production and its workers was quickly echoed in its approach to the market and its customers.... If products and workers were interchangeable, then interchangeable consumers began to look pretty good too.** Goods were now mass assembled – and mass marketed. Efficiencies of distribution enabled stores to get much larger.
- Now not only were you unlikely to know the clerk at your local store, you were unlikely to even make eye contact or exchange more than a few words. Cash or credit. Paper or plastic. Away you go.
- Now enter broadcast advertising, the 30-second TV spot…
- ...and we can fast forward to the early 2000s where we have our second major shift in the way people buy and sell:
- The Internet. – If we thought we had taken much of the human experience out of commerce before the Internet, we took it even farther with ecommerce, where our purchasing experiences take place between a human and a computer. By default, ecommerce is not social. Click. Add to cart.
- Tap. Confirm purchase.
- And the product is delivered to your door a day or two later - you’re lucky if you even see the delivery man. Zero human interaction.
- Now before you get too depressed, it doesn’t have to be this way. In many ways, the Internet can even make shopping more human – and we’ve already made major strides toward this. I quoted the Cluetrain Manifesto earlier - and that book was actually one of the inspirations for the creation of Bazaarvoice and ratings and reviews in general.
- If we think about how people got shopping information back before the Internet, there weren’t many places you could turn. The teenager walking the aisles of the big box retailer probably didn’t know any more than you did. And researching online was little help for most products. At that time, for most products, people turned to things like Consumer Reports or reviews published in magazines to research products. And this was fundamentally a one-way, broadcast communication medium. A single author reviewed the product and published their findings to be read by the masses. This meant that average person was unable to contribute to the conversation in a meaningful way. And for many products, there simply was no good content. Sure - plenty of people had opinions about their grills, but the people who had already bought were not connected with each other or with the people in the consideration stage of purchase.
- So about 10 years ago, ratings and reviews were introduced to the Internet – and this was a major step forward in giving the average person a place for their voice to be heard in the marketplace - for them to learn from and influence others. We called this “social commerce” – and it was very social compared to what came before it. But keep in mind that that this was all pre-Twitter, pre-Facebook – before the term “social media” had really taken off. Of course there was another way people got information about what to buy.
- Of course there was another way people got information about what to buy. They talked to their friends, co-workers, or neighbors. When you love a brand or product you almost can’t help bring it up in casual conversation. Over a meal, a drink at the pub…
- …a game of golf, family gathering, or…
- …at a coffee shop– these conversations are unprompted, taking place between friends – and they take place offline, in the real world.
- Now let’s fast forward to today and think about how people get shopping information.
- Of course we still read professional reviews. I was shopping for headphones recently and read reviews on CNet – a site that has really good reviews of professional audio products. And we still have consumer ratings and reviews – a vast majority of people read these before making a purchase decision.
- And we still get advice from our friends and learn from their purchasing decisions. But today, these conversations between friends are not all happening offline.
- Social media has brought these conversations online via sites like Facebook, Twitter, and Instagram. These are still conversations between friends, but now they are open and available for anyone to listen in on – and put to work for product marketing.
- And the numbers are staggering. Just looking at photo content alone we can see 350 million photos posted daily to Facebook. And around 60 Million posted to both Instagram and Twitter. Many of these are people showing off a new product they’ve bought.
- Ultimately, this amounts to an evolution in User Generated Content. And you can see it paralleled in publishing.
- Back before the Internet, the way we got news or published opinions was through magazines or newspapers – and only a handful of people could participate in creating the content – reporters, editors, etc.
- But Blogs, which really went mainstream around 2004 – about the same time ratings and reviews became popular, by the way – blogs gave the average person the ability to share their opinions and connect with a broader audience in ways that were not possible before. Much like consumer ratings and reviews gave the average consumer a voice in product reviews. But while blogs were a major step forward – as were consumer reviews – the majority of people did not participate. This should be intuitive to most people. Most of us don’t write blog posts regularly. Sure, most of us read them, but the format of writing paragraphs of text organized around a central idea can be intimidating – and in the same way, writing reviews can be a little intimidating or at least there’s just enough friction in the process that while most people read reviews, only a handful actually write them.
- But a majority of people share the things going on in their daily lives via social media. Social has a much lower bar to participation. It’s super easy to post a photo talking about an experience you’ve had or a product you love.
- `And this is the evolution – from professional, broadcast content, to the first social mediums (ratings and reviews and blogs – what we might call social 1.0) to today’s world of social channels that increasingly empower more people to participate. And all of these formats are important today – and they all serve a little different purpose. As you move further to the right they become more participatory. More people share on social than write reviews or blog posts. And they become qualitatively different as well.
- The first split is between professional content and user generated content, or UGC.
- And then within UGC there is a qualitative difference between more rational, longer-form content and the more bite-sized emotive content generated in social media. The best way to look at this is that we have a new way to capture the voice of customer. More importantly, we have a new way for people to connect – and for brands to facilitate and participate in that connection – making the act of buying and selling more human.
- And in the realm of commerce, social product mentions are the perfect compliment to ratings and reviews. They are often less empirical and more emotive. Less rational and more spontaneous. They are unsolicited – we ask people to write reviews, but they share on social channels without any prompting. And while reviews are typically more detailed, social posts are bite-sized. And many of them are visual – showing off a new look, or showing a product in the context of real life. You can think of it as the right-brain “OMG” balance to the left-brain depth of product reviews. One of our clients at Bazaarvoice put it this way:
- **Conversion occurs when the rational meets the emotional** I really like this because its when your firing on all cylinders that you can get people ready to make a purchase decision. Where if you just have one or the other, they might not get there.
- And we can overlay this evolution of UGC onto an evolution in the way people buy things online. Initially, e-commerce was all about commodity items: the safe, easy purchases involving little risk. Then consumers expanded e-commerce purchases to include more lifestyle-oriented products. These purchases included more significant items, but the virtual experience didn’t evolve much. The majority of research took place offline, and consumers simply went online to complete the transaction. NOW, the shopping experience is not entirely about the product, it’s also about the journey. Consumers are shopping online for enjoyment, they’re looking for experiences that inspire and delight. And social content helps to provide these kinds of shopping experiences.
- And you can think of social posts as reviews – just more bite-sized, visual versions of their long-form cousins – more lifestyle and enjoyment oriented – showing off products in use, in someone’s life. They also come signed with a human stamp of authenticity. The avatar and username, linking off to a profile page on Instagram or Twitter – where you can see that this is clearly a real person.
- I shared this tweet about my Bose headphones a couple months ago after coming back from a trip to London and Paris. I had never spent much money on headphones, and these were a significant purchase – and I was hoping they would live up to the hype. Turns out they really blew me away. I was clearly inspired enough by the experience to tweet about it after the plane landed. No one asked me to share it. I wasn’t incentivized in any way. I just genuinely loved the product and wanted to share the experience with my friends. This is about as real as a product testimonial can get. And if Bose were to showcase my tweet on the product page for these headphones, people could click through to my profile on Twitter…
- …to see that I am a real person. They can see the original tweet and can tell it hasn’t been tampered with. And they can see that I shared a photo from my trip.
- From there they can find my Instagram profile and other photos I shared. I was clearly just over in London and Paris right before sharing my tweet – so my trans-Atlantic flight is believable. Other business travelers can maybe see a little of themselves in me. And they can connect with me – literally, if they want – they can follow me on Twitter or Instagram, exchange tweets or comments back and forth. Ask questions. Maybe even form a friendship. Now this is starting to feel like a more human, personal experience. It’s different from the human touch of the local general store or tradesman’s shop, but it many ways it’s better. More connected. I can connect with other shoppers without having to be in the store at the same time as them. And another thing is that traditional, offline shopping today doesn’t typically allow for interaction with the real people creating the products we buy. Social opens opportunity to engage with the engineers, designers, brand marketers, and business leaders who worked hard to design, build, and bring the products we buy to market.
- Take, for instance, my iPhone case and laptop bag, made by Pad & Quill. These guys make beautiful products, and I feel like I know the designers behind them because…
- …I follow them on Twitter…
- …and Instagram.
- Here they are at a conference earlier this year – it’s a family-owned, husband-and-wife business . These social interactions help me put a face and personality to the products I’m buying.
- GE did something similar to this at a broader scale with this campaign. GE employs some of the smartest scientists and engineers in the world, yet most people don’t think about the humans behind the GE brand. This campaign brought together real tweets, photos, and videos from “GE Experts” to show the people behind GE. And engineers post some of the coolest social posts. Hobby experiments with lasers in their garage. Crazy toys they’re playing with. Showing these interactions really helps to humanize the GE brand and form emotional connections that wouldn’t really happen otherwise. OK…So we can connect shoppers to each other and shoppers to the makers and creators of products…
- Let’s take a closer look at how this works in the commerce experience.
- Here’s a really beautiful product website. Clean and simple, but no human touch visible yet.
- Scroll down a bit, and we start to understand the brand a little more. Here we see social posts from real customers right above ratings and reviews. I chose this brand because it’s a small, but growing business. Social posts aren’t just useful for big brands like Sony, Nike, Cadbury, or British Airways. Even small companies like Yeti Coolers often have fans of their products that really love them. Yeti makes super high-quality coolers bought by serious fishers and hunters. And if you are one of those people in their target audience, you can probably see a little of yourself in these photos.
- Plus you get content you might not have gotten from the brand itself – like how many beers can fit into one of these guys – which is quite a lot – 72 apparently. They also keep your beers cold for days. To get here – where we’re using individual posts from sites like Instagram – we need to understand how we’re able to go from a broad social media content feed – which, if you just run searches on Twitter and Instagram can be pretty noisy and not always relevant – and refine it into something much more potent and usable for commerce.
- Here’s how it works: we start with pull in content based on hash tags, keywords, or even pulling in content from specific individuals like sponsored athletes or official brand content. Then we run it through a set of filters – we can ensure only things with certain words – or without certain words – get passed through. This can really help start to separate signal from noise. For example, one of our clients is AMD, the chip maker - they make chips that go in laptops and desktops - as well as game consoles like the Playstation and XBox. As an acronym, AMD is also the name of an eye disease. More troubling when searching social channels – it’s a common misspelling of the word “and” – so most of the tweets out there are things like “I’m at the club AMD totally drunk. LOL” – not really something we want to be pulling in to showcase on AMD.com. So filters help us with relevance in this case by requiring one of a few dozen words to be used, like “computer”, “laptop”, “desktop”, “playstation”, or “xbox”. After the filters do their work, we send each post through our team of *human* moderators. And as someone coming out of a smaller startup with less people, this part is pretty cool. Bazaarvoice has built this team of moderators over 9 years, and they moderate in over 30 languages – each moderator in their first-language native tongue. Really great for global businesses. So you can think of these steps between the social networks and displaying the content somewhere on your website as a refinement process. We’re taking messy, noisy, mud out of social and filtering and distilling it down to pristine drinkable water.
- To take a closer look at this refinement process. Here's an Instagram photo that mentions Yeti Coolers.
- The first thing we need to do is make sure this photo is appropriate for display – no curse words, naked people, etc. This step is that combination of keyword filters and our Bazaarvoice moderators that we just talked about.
- Next, we need to ensure we have permission from the user to use their post. Unlike brand-created content – or even ratings and reviews, which are captured on a brand’s website – social content is not owned by the brand. It’s not even owned by the social channel. Instead, social posts are owned by the users who create them. And in most cases, we need to get permission from those users to use their content.
- We have relationships with all the major social channels, and things work a little differently across them. For Twitter, we pretty much always need to ask permission, but Instagram has let us know that if a marketing hash tag is used in the post – something unlikely to be used unless the user saw the marketing promotion – then that counts as an implicit approval and we don’t have to ask for explicit permission. In the majority of cases where we do ask for permission, it works like this: we post a comment, from the brand, in reply to the user’s content. We post these in the social networks, asking for permission. We provide a link to terms and conditions, and ask the user to reply with a specified hashtag to grant permission. Ultimately, this exchange is a brand interaction – and a very positive one at that. If you mention a product or retailer in a social post, and then that brand comments on your post, you’re typically on cloud nine. It’s your 15 seconds of fame – and it builds a stronger connection between you and that brand. And we’ve found that a majority of users reply yes when asked – with some brands we see over 90% approval rates. Not just people responding, but people saying yes.
- So once we have permission from the user, the last step is tagging each social post with one or more product IDs so we know where the content should be used. This is done through a second pass by our moderation team – they compare the post against the product catalog to find a match. Here you can see that this is a Yeti Tundra, and we tag it with the specific product ID or SKU for that item. And this is really a critical step in being able to monetize the social post as it tells us which product page we should display it on and lets us build category level galleries that link directly to the product page where you could buy this cooler. Once we’ve gone through these three steps, what we have is really more than just a social post. It’s enhanced to be usable for commerce. So let’s look at a few ways it can be used.
- The first is a Curations gallery – you put this on category pages, splash pages, or campaign hubs. Here the social posts span multiple products, and shoppers can explore and find products that catch their eye.
- The second place we can display the content is on the actual product page. So here you see it side by side with ratings and reviews. Right brain and left brain working in harmony.
- And the contrast between a page without Curations content and one with it is pretty clear. You can see the different right away without even reading any of the words on the page. From a purely visual standpoint, this just feels more engaging. And the analytics from our Curations customers have backed up that feeling. Across a variety of industries and product pages, we’ve seen 25-40% of visitors engage with the content – clicking to open an image or scrolling side to side. And in pure A/B tests simply adding and removing this carousel of images on product pages, we’ve seen conversion increase by 3–9% on top of the lift we already get from having ratings and review on the page. So this is not only a big deal in bringing human connection back to the shopping experience, but it increases revenue as well. Or maybe more to the point, by making stronger human connections we build brand trust and loyalty, which lead to increased purchase behavior.
- And this is the opportunity of social connection in commerce – rather than taking a step backward where shopping becomes less human as it becomes more digital, we have the opportunity to make shopping _more_ social. And to sell more in the process.
- With that, we’ll take a few questions.