Share the Customer Love: How Social Curation Drives Engagement and Sales

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Combining quantitative reviews with emotive social posts creates the human experience critical to growing online commerce.

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Share the Customer Love: How Social Curation Drives Engagement and Sales

  1. 1. 5 Customer Love Turns Shoppers Into Buyers June 25, 2014 Host: Jason Ford
  2. 2. 6 Jason Ford
  3. 3. 7
  4. 4. Confidential and Proprietary. © 2014 Bazaarvoice, Inc.8 8
  5. 5. 9 2009
  6. 6. 10 Twitter Flickr YouTube
  7. 7. 11
  8. 8. 12 Brand Website Social Networks Instead of sending traffic off to the social networks…
  9. 9. 13 Brand Website Social Networks Brand Website Social Content Instead of sending traffic off to the social networks… …brands should pull in social content and retain visitors.
  10. 10. 14 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 “
  11. 11. 15 Evolution of the Marketplace
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  14. 14. 18 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 “
  15. 15. 19
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  18. 18. 22
  19. 19. 23
  20. 20. 24 2004
  21. 21. 25 EPSOtherBazaarvoice - 601701849Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 25
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  23. 23. 27 27
  24. 24. 28
  25. 25. 29 50 Million Tweets per day
  26. 26. 30 350 Million Daily interactions
  27. 27. 31 60 Million Photos shared daily
  28. 28. 32 Publishing Broadcast Social 1.0 Hyper-social
  29. 29. 33 Publishing Broadcast Social 1.0 Hyper-Social Reviews
  30. 30. 34
  31. 31. 35
  32. 32. 36
  33. 33. 37
  34. 34. 38 Social posts complement reviews “ Emotive Spontaneous Unsolicited Bite-sized Empirical Rational Solicited Detailed Reviews Social
  35. 35. 39 Social posts are reviews “
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  44. 44. 4848 Bazaarvoice Curations
  45. 45. 49 1. Collection Display on your sites and across the Bazaarvoice Network* 3. Display Gather content from any source 2. Curation Human moderation & curation Powerful automated filtering How it Works: *As retailers become available
  46. 46. 50 Social Post Enhancement
  47. 47. 51 Social Post Enhancement Appropriate Content
  48. 48. 52 Social Post Enhancement Appropriate Content User Permission #approved
  49. 49. 53 Social Post Enhancement Appropriate Content Product Tagging Yeti Tundra (SKU: 104724) User Permission #approved
  50. 50. 54 54 Curations Gallery Campaigns Splash pages Category pages
  51. 51. 55 55 Curations on the Product Page Social photos on product pages
  52. 52. 56 Visual UGC in Purchase Path 25-40% Engagement 3-6% Lift in Conversion (on top of Ratings & Reviews)
  53. 53. 57 Let’s make shopping social again.
  54. 54. 58 Customer Love Turns Shoppers Into Buyers Thank you! Jason Ford @jasford jason.ford@bazaarvoice.com

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