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Online Reputation in the E-Commerce Arena - Vincenzo Calenne, Ciao, at Internet World
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Online Reputation in the E-Commerce Arena - Vincenzo Calenne, Ciao, at Internet World

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Vincenzo Calenne, Team Lead of E-Commerce Sales Ciao Italy and UK, spoke about ‘Online Reputation in the E-Commerce Arena’ at Internet World 2011. Covering the importance of online reputation in …

Vincenzo Calenne, Team Lead of E-Commerce Sales Ciao Italy and UK, spoke about ‘Online Reputation in the E-Commerce Arena’ at Internet World 2011. Covering the importance of online reputation in relation to e-commerce, he discussed the impact of the power shift from advertiser to the consumer resulting from the rise in online review sites. Vincenzo’s talk took place on Tuesday 10th May 2011 at 11h45-12h00.

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Transcript

  • 1. Online Reputation in E-Commerce Arena
    Vincenzo CalenneTeam Leader Sales Ecommerce Ciao UK
  • 2. Today‘s Agenda
    Ciao at a Glance
    Importance of Online Reputation
    Criticism as an Opportunity
    Conclusion
  • 3. Ciao at a Glance
  • 4. Ciao At a Glance
    About ciao.co.uk
    Source: ComScore, March 2011
  • 5. Ciao At a Glance
    About Europe
    #2
    #5
    #1
    #1
    #1
    #1
    #3
    #3
    Source: ComScore, March 2011 based on unique visitors
  • 6. Ciao At a Glance
    What is ciao.co.uk?
    price
    comparison
    …and many product offers
  • 7. Ciao At a Glance
    What is ciao.co.uk?
    users opinions on products
  • 8. Ciao At a Glance
    What is ciao.co.uk?
    users opinions on merchants
  • 9. importance of online reputation
  • 10. Buying Cycle
    consumer decision making process
    Research
    Consumer
    Advice & opinions
    Advice & opinions
  • 11. Purchase Decisions: what really matters
    online and offline factors
    46%
    24%
    16%
    8%
    3%
    2%
    Source: Penn, Schoen, Berland Associates, Inc., LinkShare Trend Watch Research:
    New Info Shoppers, RecessionBuyersandthe 2009 Online Shopping Outlook, 2009
  • 12. Can we trust other users experience?
    consumer experiences matter
    Source: “Trends 2009: European Online Retail”, Forrester Research
  • 13. Power Shifting: advertiser to consumer
    consumer reviews
    68% of users have changed their purchase decision based on other consumer reviews.1
    “People are looking to own the research process, not to be told by either salespeople or advertisers what the product is about.”3-Penn, Schoen & BerlandAssociates
    79% of online UK retailers surveyed reported that the main benefit of consumer-generated rating and reviews was that they improved site conversion rates.2
    -eMarketer, 2009
    Source: 1CiaoUser Survey ciao.co.uk, April 2011 | 2eMarketer, 2009
    3 Penn, Schoen & BerlandAssociates Market Research 2010 |
  • 14. Online Criticism
    how do you deal with criticism?
    4%
    3%
    14%
    4%
    38%
    Source: Visitor survey at Internet World London, April 2009
  • 15. Sources of Information
    connect via social platforms
    editorial
    tests
    social
    communities
    manufacturersites
    consumer portals
    forums
    online shops
    business networks
    blogs
  • 16. Sources of Information
    connect via social media
    Source: Social Media Prism, Ethority.de
  • 17. Online Criticism
    negative review: typical situation
  • 18. Online Criticism
    how do you react?
    frustration
    uncertainty
    distrust
    fear
    suspicion
  • 19. Action vsPassive
    negative review: response
  • 20. Action vsPassive
    feedback request within email reply
  • 21. Action vsPassive
    other examples: UK
  • 22. Action vsPassive
    other examples: Spain
  • 23. Action vsPassive
    other examples: The Netherlands
  • 24. Action vsPassive
    other examples: Italy
  • 25. Conclusion
  • 26. Conclusion
    Assign Resource
    Identify relevant sites
    Check regularly
    Understand criticism as an opportunity
    Develop dialogue
  • 27. Thank you!
    Vincenzo CalenneTeam Leader Sales Ecommerce Ciao UK
    vincenzo.calenne@microsoft.com
    Ciao Commerce Division
    Microsoft Deutschland GmbHLeopoldstrasse 23680807 Munich, Germany
    Ciao on the Internet:
    http://ciao.co.uk
    http://www.ciao-group.com
    http://twitter.com/ciao_uk
    http://www.facebook.com/ciaouk