Get in the Game: Are You Missing the Mark Online?

• Monthly webinar series • iCitizen mission: Take a deep dive into the opportunities and challenges offered by the new breed of consumer—the iCitizen • Topics ranging from social media to consumer personas and beyond • 2010 Symposium back in Columbus, Ohio • For more information, visit: www.resource.com/icitizen

speakers Tip Rose, Director of Branded Manufacturing and Services Molly Metzger, Experience Strategist Chad Bockius, Director of Product Marketing

agenda • Manufacturers and Digital Media • The OPEN Assessment • Get In The Game – Bazaarvoice • What’s Next • Getting Started • Questions

MANUFACTURERS AND DIGITAL MEDIA

importance of a manufacturer’s website Source: Forrester Research

importance of a manufacturer’s website Source: Channel Intelligence & Forrester Research

why digital? • Enables manufacturers to speak directly to consumers • Allows manufacturers to pre-sell their products and brand to consumers • Can provide manufacturers with customer data that they otherwise would need to rely on their retail partners for • Can provide dealers / channel partners with easy access to marketing and sales assets

digital is the connector BUILD RELATIONSHIPS ENABLE DRIVE SELF-SERVICE TRIAL DRIVE ENABLE SALES ADVOCACY FACILITATE PROVIDE PORTABILITY SOLUTIONS TARGET MESSAGES Web-and-Spoke Model Source: Resource Interactive, 2008

evolution of manufacturers online • 2007 Resource Interactive study revealed that manufacturers were behind their retail and CPG counterparts when it came to their online experience • Have seen improvement over last 24 months as manufacturers have begun to understand the value of their online assets • Leveraging more sophisticated technology such as Bazaarvoice and Endeca to provide better decision support for users • Looking to the web as a way to effectively launch new products (ie Turbo Chef, Philips) • Beginning to test social media and mobile as additional ways to connect with potential buyers • Adding eCommerce functionality despite perceived channel conflict

opportunities still exist • Organizational silos continue to limit online customer experience • Limited staffing as compared to retail counterparts makes it challenging for manufacturers to keep content fresh • Little use of existing online communities (facebook, myspace, etc) to support brand - build vs. leverage mentality • Not leveraging feedback in meaningful way • Little drive-to-site focus as part of advertising messaging / communications

THE O.P.E.N. ASSESSM ENT

what is OPEN?

On-Demand Personal Engaging Networked Defining Traits of O.P.E.N. • Efficiency • Acknowledgement • Participation • Self-expression • Ease • Dialogue • Belonging • Ego gratification • Control • Customization • Immersion • Portability • Findability • Privilege • Entertainment • Community • Instantaneousness • Popularity • Inspiration • Meaningful change A strategic framework to fuel relevant experiences for the social-web empowered consumer and communities.

WORLDVIEW OF A WORLDVIEW OF CLOSED BRAND AN OPEN BRAND Fosters Communities Targets Consumers of Consumers Monologue Dialogue / Trilogue Awareness Engagement Push Pull Guarded Communications Transparent Communications Created by Marketers Co-created with Consumers Brand Management Brand Stewardship

AWARENESS CONSIDERATION SELECTION PURCHASE LOYALTY Mass Friends & Store At-shelf/on- Media Neighbors staff pack message messaging Impact of traditional brand communications at the onset of the consumer purchase journey is decreasing

a new consumer journey Facebook page Mobile Facebook fan page Store visit Ratings Search & result reviews Web site LISTEN BUILD FACILITATE SUPPORT REENGAGE & & LEARN AWARENESS PARTICIPATION PURCHASE EMPOWER

O.P.E.N. assessmentSM methodology • Scored 15 sites within three overarching categories (major appliances, outdoor & consumer electronics) • Auditors were given a specific task to complete that was consistent across the sites they reviewed (i.e. interested in purchasing a flat-panel TV) • Auditors were focused on a single category for their review • Sites were scored using a 1-5 scale on each of the four OPEN criteria (On-Demand, Personal, Engaging, Networked)

On-Demand

on-demand • Had the highest scores overall as manufacturers have improved their product selection and how to buy content • Major Appliances stood out as they have done an exceptional job at making their product the hero and visualizing it in a myriad of room settings and colors • Consumer Electronics stood out for their how-to-buy content but overall are falling behind their manufacturing peers in terms of overall ease-of-use

on-demand: GE

on-demand: Char-Broil

on-demand: Sony

on-demand: Samsung

Personal

personal • Scores were low across the board, with the Major Appliances manufacturers being the lowest • Loyalty programs were common – particularly within Consumer Electronics – but most had a hard time communicating their value to the user • Samsung’s Ask & Answer stood out among the crowd in addition to its ratings and reviews • Weber & Char-Broil both stood out for their dialogue with consumers

personal: Panasonic

personal: Weber

personal: John Deere

Engaging

engaging • Scores were much more sporadic within this area • Despite having leading edge products, the Consumer Electronics sites we reviewed were severely lacking in their ability to engage users’ interest • Sub-Zero & Char-Broil stood out from the pack with highly engaging experiences that were specific to their brand • While product demos were common, Weber, Char-Boil and John Deere stood out as they showed demos featuring the product in use – although this was not consistent across products

engaging: Sub-Zero

engaging: Whirlpool

engaging: Toro

Networked

networked • Scores were the lowest within this criteria, signaling a significant opportunity for manufacturers • With the exception of Weber Nation, the outdoor category scored surprisingly low given the level of enthusiasm associated with the category • KitchenAid stood out as a bright spot with its high traffic discussion forums and use of Facebook & YouTube • All of the brands we reviewed who were attempting to develop a community were doing so via creating their own community – an expensive option in today’s networked world

networked

GET IN THE GAME – BAZAARVOICE

word-of-mouth is highly positive » 80% of all reviews are positive » Average rating of 4.3 out of 5 across all customers

advocates want to connect at your site

Nike ratings & reviews

impact of ratings & reviews Engagement 74% higher engagement with reviews compared to marketing copy alone Purchase Intent 82% increase in “buy now” click throughs In-Store Sales 44% increase by leveraging review content on shelf tags Direct Conversion 35% higher conversion site wide Confidential and Proprietary. © 2007 Bazaarvoice, Inc. 44

Samsung ask & answer

impact of ask & answer Capture an entirely new audience Only 4% of question askers have previously written a review Reduce pre-sale calls Products with 3 or more question and answers saw 81% decrease in call center volume Increase sales Products with 2 or more answers saw a 22% increase in conversion Confidential and Proprietary. © 2007 Bazaarvoice, Inc. 46

more reviews = more sales Source: Bazaarvoice analysis of cross-section of Bazaarvoice clients

Epson review syndication

WHAT’S NEXT

leverage existing communities

extend the customer’s voice

reach through the channel to help customers buy

GETTING STARTED

get started • Understand the value/purpose of your website • Conduct an OPEN Assessment to understand gaps in current experience • Start a dialogue with your customers online • Amplify your customer’s voice (i.e., mobile, syndication) • Learn from each customer engagement

dialog Let’s talk.

thank you GET AN OPEN ASSESSMENT START THE CONVERSATION trose@resource.com chad@bazaarvoice.com www.resource.com/icitizen

Get in the Game: Are You Missing the Mark Online?

by Resource Interactive on Jun 26, 2009

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Get in the Game: Are You Missing the Mark Online? — Presentation Transcript