Webinar: Beyond Customer Reviews - Meet Social Q&A

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In this webinar, you'll learn the ins and outs of Social Q&A and how it activates value trapped in your customer base.

Social Q&A does more than provide information to shoppers. Gain valuable insight and get answers to the following questions: what is Social Q&A, who is it for, how does it work, and how can it benefit conversion, loyalty and SEO?

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Webinar: Beyond Customer Reviews - Meet Social Q&A

  1. 1. Beyond  Customer  Reviews:       Social  Q&A    
  2. 2. Ques:ons  We’re  Going  to  Answer  •  What  is  Social  Q&A?  •  Why  would  I  want  customers  to  answer  shopper  ques;ons?  •  How  do  I  make  it  work?  •  What  are  some  of  the  traps  to  avoid?  •  What  kind  of  performance  can  I  expect?  •  What  kind  of  ROI  can  I  expect?  •  Who’s  doing  it?   2  
  3. 3. Social  Q&A  Is…  •  GeGng  shopper  ques;ons  about  your  products   answered  by  people  who  really  bought  those   products  from  you  •  Right  on  your  product  detail  and  category  pages   3  
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  10. 10. For  Product-­‐Related  Ques:ons,   Social  Answers  Are  OFen  Best   Type  of  shopper  ques;on  Peer opinion, taste, Product facts, Shipping, availability,real-world experience compatibility, use pricing, returns… Staff  Answers   Social  Answers  Only customers can Customer answers •  Other tools bettercredibly answer •  Go beyond the question suited (live chat, •  Reduce staff work email)(If you don’t provide •  Dialog doesn’t needsocial Q&A, shoppers Staff should check, to be on the PDPwon’t even ask these) supplement 10  
  11. 11. Certain  Ques:ons  Need  Social  Answers   11  
  12. 12. Even  When  the  Staff  Could  Answer,  Social  Answers  OFen  Go  Much  Further   12  
  13. 13. Direct  Staff  Ques:ons  to  Support  Channels   13  
  14. 14. Ac#ve  Outreach™  is  the  Key  to  Social  Q&A  If  you  want  customer  reviews,  you  have  to  ask  for  them    Customer  answers  are  the  same   14  
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  18. 18. Significant  Difference  With/Without  Ac#ve  Outreach   Other 1 Other 2 Other 1 Other 2 For study details, see: http://www.turntonetworks.com/social-answers-comparison
  19. 19. Enabling  2-­‐Way  Shopper-­‐Customer  Dialog  is   Much  Harder  than  Customer  Reviews!  •  Needs  robust  yet  fast  modera;on   –  Protect  your  customers  and  your  brand   –  Dis;nguish  between  social  and  staff  ques;ons   –  Without  delaying  the  dialog  •  Needs  an  engine  to  allocate  ques;ons   –  Ensure  no  one  customer  gets  too  many   –  Let  those  who  want  get  more  •  Needs  to  handle  ques;ons  about  long-­‐tail  and  new  items  that   have  few  owners  •  Needs  to  provide  real-­‐;me  interac;vity  AND  in-­‐line  indexability   for  SEO   19  
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  26. 26. If  You  Get  It  Right,  Ac:ve  Outreach™  is   Safe  and  Very  Effec:ve  8%  average  answer  rate  on  ques;on  emails  <0.3%  opt  out  rate  (just  from  Q&A)    First  answer  in  under  an  hour  90%  of  ques;ons  receive  at  least  one  social  answer  4-­‐5  social  answers/ques;on  within  24  hours   26  
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  28. 28. +29 mins
  29. 29. +40 mins
  30. 30. +49 mins
  31. 31. +1 hr 14 mins
  32. 32. +2 hr 27 mins 32  
  33. 33. ROI  •  Shopper  Conversion   –  15%  of  orders  come  from  people  who  interact  with  Q&A  while  shopping   –  200-­‐700%  higher  conversion  rate  than  baseline  •  SEO  –  social  Q&A  generates  2-­‐3X  the  UGC  of  customer  reviews  •  Loyalty   –  8%  answer  rate  on  email  brings  lots  of  past  customers  back   –  Customers  who  come  back  to  answer  convert  at  2-­‐3X  the  baseline  •  Reduced  call  center  load  •  Data  collec:on  –  pre-­‐purchase  engagement  captures  shopper  profile   info  (esp  with  social  sign-­‐on)  •  Insight  –  Ques;ons  (pre-­‐purchase)  reveal  gaps  in  merchandising  that   customer  reviews  (post-­‐purchase)  don’t  uncover   33  
  34. 34. Adop:on  of  Social  Q&A  is  where   Reviews  were  in  2008  •  25%  of  stores  are  using  Q&A  •  29%  say  they  plan  to  adopt  Q&A  in  2012  The  State  of  Retailing  Online  2011,  a  Shop.org  study  conducted  by  Forrester  Research   34  
  35. 35. Ques:ons?  George  Eberstadt  george@turnto.com  @turnto  www.turntonetworks.com   35  

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