The Conversation IndexQ3 2011 Insights
The Conversation IndexQ3 2011 Insights                   #Q3index   www.bazaarvoice.de/conversation-index
Social data: The new currencyConsumers have always had opinions, recommendations, and input.Today, social gives consumers ...
Get your digital copyVisit www.bazaarvoice.de/conversation-index
Table of ContentsConsumer input: Table stakes ...............................................................................
Consumer input: Table stakesIt’s no surprise that consumers demand user-generated                 Take charge: What’s your...
Year-over-year growth of user generated-content (UGC) served to holiday shoppers          Black Friday                    ...
User-generated content submission trends by device, 2011                                                                  ...
Fully mobile: Browsing’sjust the beginningThe percentage of mobile (including tablet) visitors on               Most telli...
Most telling? Transaction revenue coming from mobile devices                             tripled this year (around 2% in 2...
Device usage in holiday shopping, 2011                                                  40%                              3...
Long-term financial customersless satisfied, more vocalWhen asking for customer input online, financial services          ...
Average customer sentiment                                                                                    and UGC volu...
Older consumers are                        not keeping quiet                        Our analysis of user-generated content...
Percentage of user-generated content contributed by age                                                           17%25%  ...
convenient     simplequick                            easy             great                            friendlyhappy     ...
Newer customers want “easy”Long-time customers want “courteous”Consumers in similar stages of the customer lifecycle share...
These customers want companies to acknowledgetheir issues, act on them to let them know theirfeedback is heard and importa...
The net-net: Financialservices customerswant to helpIt’s notoriously difficult to switch vendors for anythingfinancial, wh...
Average customer sentiment correlated to mentions of shipping issues                                                      ...
Shipping problemssink product ratingsAlmost half of customer reviews that mention problems withshipping rate products very...
Consumer feedback                                                        From 190 days on, consider this the Adulthood pha...
Average customer sentiment over product lifecycle      Childhood stage (Day 1–100)   Teenage stage (Day 101–189)   Adultho...
Social data:                                                                     Window into real-                        ...
The methodology behindThe Conversation IndexBazaarvoice powers online consumer and brand conversationson hundreds of our c...
Want more?This paper should provoke action, to encourage you todig deep into what your customers really want. And theywill...
Contact usThis paper should raise just as many questions as it answers.Contact us at bazaarvoice.de to see how we helpbran...
24
About BazaarvoiceBazaarvoice’s Software as a Service (SaaS) solutions have powered more than 260 billion customerconversat...
The Conversation Index   Q3 2011
The Conversation Index - Germany
The Conversation Index - Germany
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Conversation Index Q3 2011 gewährt überraschende.
Einblicke in das Verbraucherverhalten.
5,8 Mio. Einzeldaten aus 210 Ländern. Echte, nutzbare Ergebnisse.

In jedem Quartal werten wir die Millionen von Verbrauchergesprächen aus, die es inzwischen online gibt, und leiten daraus verwertbare Erkenntnisse ab. Der Index Q3 2011 gewährt u. a. folgende wichtige Einblicke:

-Der über Benutzer von Mobilgeräten erwirtschaftete Umsatz hat sich dieses Jahr verdreifacht. Verbraucher verwenden ihre Mobilgeräte inzwischen nicht nur zum Abrufen von Informationen, sondern auch für Bestellungen, zum Hinterlassen von Feedback und für vieles mehr. Verfügen Sie über eine Strategie für Mobilgeräte?

-Langjährige Kunden von Finanzdienstleistern geben Produkten eine um 8 Prozent geringere Bewertung als neue Kunden — – und tragen mehr nutzergenerierte Inhalte bei. Wie zufrieden sind Ihre langjährigen Kunden?

-Der Lebenszyklus der Verbrauchermeinung zu Produkten folgt einem vorhersehbaren Muster, das in allen Phasen der Produktentwicklung berücksichtigt werden kann. Welche Auswirkungen hat die Meinung der Verbraucher in frühen und späten Phasen auf Ihre derzeitigen – und künftigen – Innovationen?

Und das ist noch nicht alles. The Conversation Index ist nicht nur eine Sammlung von Social-Media-Daten: Wir ermitteln wichtige Erkenntnisse, die sich für Ihr Geschäft auswerten lassen und direkt auf authentischem Kundenfeedback beruhen.

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The Conversation Index - Germany

  1. 1. The Conversation IndexQ3 2011 Insights
  2. 2. The Conversation IndexQ3 2011 Insights #Q3index www.bazaarvoice.de/conversation-index
  3. 3. Social data: The new currencyConsumers have always had opinions, recommendations, and input.Today, social gives consumers a direct link to brands. And brands recognize the huge responsibility that comes with thisalways-on, first-person input. As consumers convey exactly what they need and want, brands that take action will catapultbeyond loyalty to real advocacy.Social provides a window into your real-world customers. The data comes fast and furious, and capturing, analyzing – and,most important, acting on – these insights drives true, customer-centric change across companies, and even entire industries.The Conversation Index takes 5.8 million data points – real input from consumers directly to our clients – and uncovers trends thathelp you get and stay ahead of what consumers really want.We look beyond the data to the people behind it. We shine a light on what they’re telling one another. And how it matters to your brand.Read on. And stay tuned. We update this Index every quarter with insights directly from consumers, turning their conversationsinto business-building actions for you.Best,Erin Nelson (@erinclaire)Chief Marketing Officer, Bazaarvoice
  4. 4. Get your digital copyVisit www.bazaarvoice.de/conversation-index
  5. 5. Table of ContentsConsumer input: Table stakes ............................................................................................. 2Fully mobile: Browsing’s just the beginning .......................................................................... 5Long-term financial customers less satisfied, more vocal .......................................................... 8Older consumers are not keeping quiet ................................................................................ 10Newer customers want “easy” Long-time customers want “courteous” ..................................... 13The net-net: Financial services customers want to help ........................................................... 15Shipping problems sink product ratings ............................................................................... 17Consumer feedback follows a predictable, informative lifecycle ............................................... 18Social data: Window into real-world consumers ..................................................................... 20The methodology behind The Conversation Index ................................................................. 21Contact us........................................................................................................................ 23About Bazaarvoice ........................................................................................................... 25
  6. 6. Consumer input: Table stakesIt’s no surprise that consumers demand user-generated Take charge: What’s your business’ equivalent to Black Friday?content – first-person opinions and insights from other Start now to garner consumer input to prepare for your bigconsumers like them. And use of user-generated content for selling season. Then use these trusted insights to fuel decisionsholiday shopping continues to gain momentum. everywhere your consumers buy: online, via social, on mobile devices, and in stores.On Black Friday 2011, consumers were served nearly 730 millionimpressions of user-generated content on Bazaarvoice client And understand that consumer conversations about your brandsites, a 39% increase over 2010 numbers. And Cyber Monday and products are happening, with or without you. Put theseserved up nearly 789 million impressions of user-generated conversations to work for you, to build trust with consumerscontent, a 42% jump from Cyber Monday 2010. and get first-person insights that can build brand advocacy.But if you’re not in retail, do these trends mean anything to you?Absolutely. Even when making business-related purchases orservice decisions, consumers turn to trusted input from otherslike themselves.2 Blog: Data: the humble hero of Black Friday and Cyber Monday - www.bv-url.com/7g9h
  7. 7. Year-over-year growth of user generated-content (UGC) served to holiday shoppers Black Friday Cyber Monday = 1,000,000 UGC impressions 3
  8. 8. User-generated content submission trends by device, 2011 54% Apple 50% iPad™ 43% 40% 37% 37% 36% 34% 34% Percentage of usage by device 30% 29% Apple 27% iPhone™ 24% 24% 19% 17% 17% 12% 9% Android™ 7% 6% 5% 4% 5% Other April May June July August September4
  9. 9. Fully mobile: Browsing’sjust the beginningThe percentage of mobile (including tablet) visitors on Most telling? TransactionBazaarvoice client websites on Black Friday more than doubledin 2011 – users made up 12% of total visitors this year,up from 5% in 2010. revenue coming from mobileAs expected, the percent of mobile visits more than doubled devices tripled this year.as well – they accounted for 9% of client website visits this year,versus 4% in 2010.And casual and mobile users – specifically, iPad users – nowaccount for more and more content submissions, not justviews. In April through September, the iPad gained groundas the preferred mobile device for submitting feedback.For context, overall review submissions usually increase steadilyfrom June to August, then dip in August, as shown here. ButiPad users continue to submit reviews, even as mobile userspredictably write much fewer reviews. This bodes well forbrands that optimize their sites for the iPad – iPad users willparticipate even when other mobile users won’t. 5 2
  10. 10. Most telling? Transaction revenue coming from mobile devices tripled this year (around 2% in 2010 to around 6% in 2011), evidence that shoppers are using mobile for more than just browsing or bookmarking to buy later. While it’s no surprise that the iPhone has been the most popular smart phone for mobile shoppers, this year’s holiday season was the first time we saw iPad usage (40% of mobile visits) beat that of the iPhone (30%) and Android phones (25%). Trends indicate the tablet device is taking over, and will continue to steal share from smart phones in general.Trends indicate the tablet Today, consumers use their mobile devices throughout the entire purchasing process – far beyond just browsing. They continue to spend more time with – and have higherdevice is taking over, and expectations for – their mobile devices.this will continue. Keep up: If you haven’t already, it’s time to put just as many resources into your mobile site as you have for your main site. Optimize for the growing mobile shopper, including sharing feedback, engaging directly with your brand, making transactions, and even accessing customer service. And make sure iPad optimization tops your list. Then promote your mobile site to in-store shoppers, so they access consumer conversations right in the aisles. 6
  11. 11. Device usage in holiday shopping, 2011 40% 30% 25%5%Other Android devices Apple iPhone Apple iPad 7
  12. 12. Long-term financial customersless satisfied, more vocalWhen asking for customer input online, financial services These long-term customers get detailed: Contributors whofirms – including insurance, banks, credit card companies, and have been customers for 10+ years write about 30% morecredit unions – also ask “How long have you been a customer content than first-year customers. The longer submissions mayor member?” indicate that they consider the financial firm a partner, and want to help improve products and services.Turns out, customers for 20+ years rate financial products lessfavorably than new customers. Those who have been customers Pay attention: While it stands to reason that longer-term clientsfor less than a year rate products 8% more positively, on average, have more interactions and therefore more opportunities forthan these long-tenured clients. disappointment, long-term relationships are key – obviously it’s cheaper to keep a client than to find a new one. These long-termBut all is not lost: 77% of long-term customers say they would customers have a lot to say, so listen up – and take action.recommend their financial firms to others – they’re the secondlargest segment of promoters for these types of firms. Don’t gloss over the details; this content tells you exactly what’s wrong, what’s right, and everything in between (so you don’tPlus, these customers contribute more content than any other have to guess). When you engage with contributors, makegroup – they create 32% of total product reviews. sure to put as much into your responses as they did into their content.8
  13. 13. Average customer sentiment and UGC volume by loyalty 32% 30%Brands should be mapping customer tenure to their social 4.48data to locate the point at which the flip from “very satisfied” 4.44 4.44 25%to “satisfied” happens. This sentiment flip can be averted – and 4.29even reversed – by dialing up proactive loyalty marketing and 4.16exclusive offers to those customers on the cusp. 22% 20% 21% 22%And reach out to newer clients for their feedback – early andoften. Check in to get their take on things throughout the 15%customer lifecycle to make the whole experience better.When you make changes or introduce new products or 10%services based on customer input, spread the word. Let all yourcustomers know you’re listening and acting on their input. 5% 2% 0% 0-1 yr 1–3 yrs 4–9 yrs 10-20 yrs 20+ yrs Average customer sentiment UGC volume 9
  14. 14. Older consumers are not keeping quiet Our analysis of user-generated content for financial services firms uncovers another interesting note: Contrary to popular belief, older consumers participate online by writing reviews almost as much as younger generations. While most of review volume comes from younger clients – 25% of it from ages 25 to 34 – almost as many reviews come from their parents’ generation. 19% of reviews for financial services products come from those ages 66 and older – proving that older folks are still socially savvy. A story for the ages: While Millennials’ spending power isOlder consumers are growing, your older customers are providing incredible data. Want more of it? Along with your digital calls to action, includestill socially savvy. prominent requests for feedback in your traditional marketing efforts – mailers, newspaper ads, and in branch offices. 10
  15. 15. Percentage of user-generated content contributed by age 17%25% 19%24% 21% 19% 18% 17% 25-34 35-44 45-54 55-65 66+ year olds year olds year olds year olds year olds 11
  16. 16. convenient simplequick easy great friendlyhappy helpful courteousexperience awesome
  17. 17. Newer customers want “easy”Long-time customers want “courteous”Consumers in similar stages of the customer lifecycle share Focus on what’s important to customers: Looking for newsimilar sentiments. customers? Provide marketing that features how easy it is to get helpful advice. Want to keep your long-term customers? MakeWe find that newer financial services customers (less than four transactions friendly and convenient.years) tend to use “easy,” “helpful,” “awesome,” “happy,”and “experience” in their reviews. Both segments seek that authentic human touch. Whatever segment you’re talking to, make sure you’re speaking theirMore tenured customers (10+ years with a firm) often use language, using words that resonate with them specifically.“courteous” and “convenient” in their reviews. Your customers are telling you exactly what to do to keepWords that reverberate across all review content include them happy – do it.“great” (highest, in about 18% of content), “friendly,”“quick,” and “simple.” 13
  18. 18. These customers want companies to acknowledgetheir issues, act on them to let them know theirfeedback is heard and important.14
  19. 19. The net-net: Financialservices customerswant to helpIt’s notoriously difficult to switch vendors for anythingfinancial, whether it’s homeowner’s insurance or a bankinginstitution. Once a customer chooses, they often stay fora long, long time.These customers want companies to acknowledge theirissues and act on them to let them know their feedback isheard and important.The bottom line? Take care of these customers – don’t takethem for granted. Their opinions will tell you exactly how tofind more loyal, long-term customers like them.Use their words in marketing, let their opinions fuel futureproducts. Financial woes of years past have eroded someconsumers’ trust of financial institutions – enabling them tosee and share first-person opinions helps build authenticityand trust for your financial brand. Blog: How banks can place people at the center of the online experience - www.bv-url.com/edk4 15
  20. 20. Average customer sentiment correlated to mentions of shipping issues 2.5% Percentage of mentions of shipping, 4.5 by industry 2.0% Average 4.0 rating 1.6% 1.6% 1.6% 1.5% 1.6% 3.5 3.0 0.7% 0.8% 2.5 Average 2.0 shipping issue rating All Retail Manufacturing Apparel & Consumer Home Housewares Mass Sporting industries accessories electronics improvement merchant goods16
  21. 21. Shipping problemssink product ratingsAlmost half of customer reviews that mention problems withshipping rate products very poorly – up to 80% lower thanaverage product sentiment.So even if a customer loves a product, a shipping hiccup canruin the experience – and make product ratings plummet.Get ship-shape: By the time shipping issues happen, you havethe customer’s money – making the whole process acutely moreuncomfortable. Work out the kinks in shipping, and productsentiment may increase, too.Even though the actual delivery is handled by a third party,the performance here still reflects on your brand – positive Even if a customer lovesor negative. a product, a shipping hiccup can ruin the experience. 17
  22. 22. Consumer feedback From 190 days on, consider this the Adulthood phase of the review lifecycle. Review submissions plateau naturally, sofollows a predictable, overall volume grows more slowly, and the average rating for the product is usually set at this point. If you’ve made productinformative lifecycle improvements based on early feedback, you’ll likely see the payoff in more positive sentiment here.When consumer feedback starts rolling in on a new product, Ride the cycle: Ask for consumer opinions early and often.there’s a clear lifecycle trend for this consumer sentiment. The earlier you get consumer feedback – including Q&A,Understanding these cycles helps you make the most of user- opinions, and first-person experiences – the better the data.generated content. Jump-start these conversations by making it easy for consumers to contribute, to get feedback that helps improve productsThe first 100 days of reviews can be characterized as the and marketing.Childhood stage. There’s heavy growth in review volume, andthe input can consist of extreme high and low ratings. Don’t Pull consumer feedback into product lifecycle planning. Earlyoverreact to this volatility; it’s actually healthy. The negative consumer feedback helps iron out potential product problems,feedback allows you to mitigate potential problems early on, while later insights reflect how consumers feel about thewhile the positive comments help hone your marketing and product once they have owned it a few months. The productadvertising messages. team should pull consumer sentiment reports at regular intervals to gauge satisfaction at every phase of the product cycle, andThe next 100 to 190 days generally see fairly steady growth in plan for future product iterations. And if you improve or changereview volume, and usually just a few bumps – up or down – in a product along the way, authentic, first-person feedback canaverage product sentiment. We call this the Teenage stage, show what consumers think about the change – first hand.where the average rating starts to become more stable.18 Blog: Three reasons most companies aren’t getting full value from social data - www.bv-url.com/cw9m
  23. 23. Average customer sentiment over product lifecycle Childhood stage (Day 1–100) Teenage stage (Day 101–189) Adulthood stage (Day 190+)4.5 Apparel & accessories Overall average Health & beauty Consumer electronics4.0 Childhood stage (Day 1–100) Teenage stage (Day 101–189) Adulthood stage (Day 190+) 19
  24. 24. Social data: Window into real- world consumers Like never before, social lets people connect directly with brands. Consumers are telling brands exactly how to win their loyalty for life. As more and more users add their own words, ideas and feelings to the social mix – via product reviews, Q&A, Twitter, Facebook, mobile, and whatever’s next – data abounds.Like never before, social Leading brands will turn this data into doing.lets people connect They’ll use social data to uncover what’s most important to the people behind it. They’ll understand precisely how to earn brand loyalty, advocacy – and revenues.directly with brands. These insights are only as valuable as the actions they drive. How will your brand take action? 20 Blog: Emotional connections with consumers: What must happen first? - www.bv-url.com/zlfe
  25. 25. The methodology behindThe Conversation IndexBazaarvoice powers online consumer and brand conversationson hundreds of our clients’ sites, including some of the world’slargest brands. We have served more than 260 billionimpressions of user-generated content – including first-personconsumer opinions, feedback, experiences, and Q&A. From thismassive pool of social data, our in-house analyst team – whichspecializes in turning data into insights – has extracted selectgroundbreaking findings, featured in this report.We based our findings on a sampling of 5.8 million piecesof user-generated content indexed during Q3 2011 – Julythrough September, plus year-over-year analysis in somecases. These data points came from consumers in 210countries around the world. 21
  26. 26. Want more?This paper should provoke action, to encourage you todig deep into what your customers really want. And theywill tell you.Bazaarvoice enables the world’s biggest brands to capture,analyze, and most importantly, act upon social data – to drivetrue, customer-centric change.Bazaarvoice helps clients replace guesswork with precise,always-on insight about their products, services, and customers.The result? Our clients create products that customers crave,provide service based on what customers want, deliver targetedmarketing messages that get real attention, and therefore enjoya distinct competitive advantage. All because brands listen andact on what matters to the people who matter the most.Bazaarvoice turns data into doing.22
  27. 27. Contact usThis paper should raise just as many questions as it answers.Contact us at bazaarvoice.de to see how we helpbrands gain invaluable consumer and product insightsby enabling conversations. Germany: +49.89.24218508 United Kingdom: +44 (0) 208.080.1100 Unites States: (866) 522-9227 France: +33 1 56 60 54 45 Netherlands +31.20.301.2169Australia / Asia-Pacific: +61.2.9362.2200 Sweden: +46.8.463.1083 23
  28. 28. 24
  29. 29. About BazaarvoiceBazaarvoice’s Software as a Service (SaaS) solutions have powered more than 260 billion customerconversations on brand web sites like Best Buy, Blue Shield of California, Costco, Dell, Macy’s, P&G,Panasonic, QVC, and USAA. The company connects organizations to their influencers through a uniquenetwork that reaches hundreds of millions of consumers around the globe, enabling authentic customer-powered marketing. Through syndication, analytics, partnerships, and consulting, Bazaarvoice brings thevoice of the customer to the center of their clients’ business strategy, proving “social” can drive measuredrevenue growth and cost savings for manufacturing, retail, travel, and financial services companies.Headquartered in Austin, the company has offices in Amsterdam, London, Munich, Paris, Stockholm, andSydney. For more information and access to client success stories, visit www.bazaarvoice.com, read theblog at www.bazaarvoice.com/blog, and follow on Twitter at www.twitter.com/bazaarvoice. 25 25
  30. 30. The Conversation Index Q3 2011
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