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Webinar, US-Mattress Talks Social Q&A

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Join Jamie Braxton, Marketing Manager for US-Mattress and John Swords, TurnTo's VP of Product as they discuss the social commerce goals and challenges Jamie faced on his sites, why Social Q&A was a …

Join Jamie Braxton, Marketing Manager for US-Mattress and John Swords, TurnTo's VP of Product as they discuss the social commerce goals and challenges Jamie faced on his sites, why Social Q&A was a solution and how it is working for them now.

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  • 1. US-­‐Ma&ress  Talks  Social  Q&A   Wednesday,  January  23,  2013  
  • 2. Speakers  Jamie  Braxton,  Marke;ng  Manager,  US-­‐Ma?ress  Jamie  graduated  with  a  B.S.  in  Business  Administra;on  with  a  double  major  in  Marke;ng  and  Logis;cs  from  Central  Michigan  University.  He  has  been  with  US-­‐Ma?ress  for  the  last  five  years,  star;ng  with  a  role  in  the  web  department.  Now  the  Marke;ng  Manager,  he  manages  paid  search,  social  media,  analy;cs,  display  ads,  email  marke;ng,  and  developing  strategic  partnerships  with  new  and  innova;ve  technologies  to  help  growth.    John  Swords,  VP  of  Product,  TurnTo  John  has  been  developing  products  in  the  emerging  social  technology  space  for  more  than  17  years.  Swords  was  most  recently  co-­‐founder  and  “Ringleader”  at  Circus,  an  award-­‐winning  technology  firm,  where  he  developed  first-­‐of-­‐its-­‐kind  social  applica;ons  for  brands  such  as  Cisco  Systems,  Red  Bull,  American  Express,  and  KraX  Foods.    
  • 3. Agenda  •  Challenges  and  Goals  •  Why  Q&A  •  Vendor  Selec;on  Process  •  Hands  on  with  TurnTo  
  • 4. Challenges  and  Goals  Challenges  •  Reviews  •  Duplicate  content  •  Limited  interac;on  Goals  •  Provide  alterna;ve  •  Create  interest  on  product  pages  •  Enable  customer  interac;on  and  dialog  
  • 5. Why  Q&A  •  Alterna;ve  to  Reviews  •  Fresh  content  •  Useful  interac;on  for  shoppers  •  Honest    
  • 6. Vendor  Selec;on  Process  •  Yahoo!  and  Magento  store  friendly?  •  SEO  friendly?  •  Compe;;ve  price?  •  Customer  interac;on?     –  at  the  end  of  the  day,  customer  interac=on  is   super  important  
  • 7. Hands  on  with  TurnTo  •  Simple  to  use  •  Modera;on   –  no  need  to  worry  about   nega;vity  or  vulgarity  •  No;fica;ons     –  Come  through   immediately       –  Quick/easy  to  respond      
  • 8. •  Filters   –  Radio  bu?ons  to  sort  ques;ons  
  • 9. TurnTo  Modera;on  Flow   Sent  to  past   OK   Post-­‐   OK   Post   customers     Social   Ques=on   Hide   only   and   answers  Submi&ed   filter?   and  posted  on     filter?   send   product  page   No   social   Posted  on  product     answers   Hidden   Page  only   Staff   Manual  review   answers  
  • 10. •  Ability  to  see  real   conversa;ons  
  • 11. •  Different  types  of  ques;ons  
  • 12. Success  UGC  •  30  new  pieces  of  UGC  for  every  100  items   purchased  Conversion  •  13x  the  baseline  for  people  who  read  exis;ng   Q&A  dialog  
  • 13. Thank  You!  Ques;ons/More  Info?    contact@turnto.com   800.491.7876  

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