Social Trends Report 2013

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Fantastic whitepaper detailing the key takeaways from the Bazaarvoice Summit a few months ago - "changing the world, one authentic conversation at a time"

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Social Trends Report 2013

  1. 1. Social TrendsReport 2013
  2. 2. Social Trends Report 2013Table of ContentsThriving in the connected economy...................... 3The four P’s of marketing are rewritten................... 4Data-literate companies thrive in the face ofconsumer change ............................................. 9Paid, owned,and earnedmedia drive eachother’s success..................................................13Consumers require relationships,not transactions.................................................17Connected is better (for all)................................ 20
  3. 3. Thriving inthe connectedeconomyConsumers’ demands are gettinglouder, bolder, and more specific.Digitally, they share knowledge andself-organize, seizing more collectivepower than ever. They have becomethe innovators, trendsetters, andadvocates that companies cannotsucceed without.This is the connected economy, whereconsumers rule, and the marketplace isdefined by four critical trends.The four P’s ofmarketing are rewrittenThe connected economy is boundless,transparent, and democratic. The classicpillars of marketing – price, place,promotion, and product – take onnew meanings, and with them comenew strategies. Read moreData-literate companiesthrive in the face ofconsumer changeEvery consumer action is becomingquantifiable, leaving a massive trail of datacontaining everything needed to deliverexactly what consumers want. Brands thatboil data into these insights the quickestwill win. Read morePaid, owned, andearned media driveeach other’s successSocial lets consumers discuss and shareall brand-created content. Smart brandsencourage this conversation, and workit back into paid and owned content – acombination of media more powerfulthan any single medium. Read moreConsumers requirerelationships, nottransactionsBrands’ dealings with consumerscan’t begin and end with purchase.Consumers look for brands that sharetheir passions, create conversations,and – most importantly – prove theirfeedback is valued. Read more“This is a time ofcollaboration wherepeople can nowparticipate like neverbefore. They canscrutinize productsor services. Theycan form collectiveresponses toanything, from aproduct they don’tlike to a governmentthey don’t like.”Don Tapscottauthor and consultantSocial Trends Report 201333
  4. 4. The four P’sof marketingare rewrittenIn the connected economy, says JezFrampton, CEO of Interbrand, it’s nolonger B2C – it’s now “B and C.” Socialcreates a transparent marketplacewhere consumers control the message.And digital gives them that powereverywhere they shop across acombination of channels, each channelinfluencing the next. The classic four P’sof marketing – price, product, place,and promotion – must be rewritten.Product: Brands definedby touch points, notownershipA consumer’s relationship with abrand used to be defined by productownership, but no longer. Brands livein every interaction consumers everhave with them, not just with theirproducts. Today’s brand must deal inexperiences, says John Battelle, authorand founder of Federated Media:“Every single company that exists is anexperience creation company … Theexperience that someone has of yourbrand is your company. And companiestend to see marketing as a verticalsilo, but I think marketing should beeverybody’s job.”Businesses must make the experiencesthat surround their brand and productshelpful, entertaining, educational,and unique. And those experiencescan’t be locked in a single brand site.Consumers expect brands to be therefor them, regardless of the touch point– whether they’re just browsing, or theyalready own the product.@Bazaarvoice: “Every company that exists is an experiencecompany. Marketing should be everybody’s job.” @johnbattelleJohn Battelle discusses how unlimited consumerdata changes everything.Social Trends Report 201344
  5. 5. Samsung has brand reps answerconsumer questions on retailer sitesunder the moniker “Mr. Samsung.”Sten Hallock, senior manager, onlinemarketing for Samsung, describesthe importance of being presentthroughout the consumer’s journey –from pre- to post-purchase:“When [shoppers] get to that pointwhere they want to know how acurrent TV interacts with a Blu-rayplayer from two years ago, or whichapps work on this version of the smarttelevision, that’s not something that[retailer reps] are going to know.Especially when it gets even morecomplex … When your toddler getshold of the remote control and gets thesettings — through a couple of quickclicks — somehow so confused thatyou can’t get anything to work … Thatgives us a chance to bring some valueinto that process. And really helps usto connect with that consumer, both asa brand and as a partner.”Samsung is also taking this approach inthe physical world, opening up brand-staffed boutiques within Best Buy brick-and-mortar locations.“Brands arethe interfacebetweenbusinesses andhuman beings.”Jez Frampton, CEO, InterbrandSocial Trends Report 201355
  6. 6. Promotion: From controlto conversationIn the past, promotion consisted ofbrand-created messages, with everybrand claiming its products werethe best. But today, a brand is whatconsumers say about it. FederatedMedia’s Battelle asserts that brandsmust stop “yelling,” and start havingconversations:“Let’s talk about how we marketedbefore the era of conversation economydawned in the last five years. Weyelled. Right? We yelled a lot. Webought interruptive advertising, andwe tried to get people’s attention. Butcreating experiences is where we’regoing in the future … And experiencesare the things you have when you’re ina conversation.”Consumers can find opinions from realproduct owners online at any time, andno amount of marketing can cover upthis first-person transparency. Insteadof merely promoting a message, themost successful brands today getconsumers to promote it for them byfirst delivering great experiences, thenencouraging and enabling consumersto talk about them.One way to unlock that authenticconsumer voice is through reviews.Invite customers to review products,and let their authentic feedback defineyour brand. Today’s consumers demandthese opinions, says Faisal Rangwala,Senior Manager, eCommerce andInteractive Marketing for Johnson& Johnson:“Consumers are expecting to find thisinformation on our websites. They’reexpecting to interact and engage withthis information. And if they don’t findit, they’re going to go other places tolook for it.”John Battelle explains that great experiences and conversationsaround them define future marketing.@AnneRipley: “It’s fascinating that reviews are really the newmedia, that 3rd party unbiased voice.”Social Trends Report 201366
  7. 7. Place: The informationconsumers need beforebuying must now beavailable everywhereConsumers bounce between whatused to be well-defined channels whileshopping and buying. They research aproduct on their PC at home, head to astore to handle it, scan its barcode withtheir smartphone, and start readingreviews and checking competitors’prices in the aisle. There are no morechannels – there is only the omnichannel.Author Don Tapscott sums it up well:“The physical and digital worlds arenow coming together. So it’s notabout place; it’s about any place.”Brands must venture beyond theirwebsites and connect with consumerson social networks, on retailer sites,in the aisles via mobile and storedisplays – everywhere. Make everypiece of information a consumer needsavailable everywhere they shop, saysNeville Letzerich, EVP of productmanagement for Bazaarvoice:“We sell our products in manychannels, yet we keep so muchinformation locked up on our own sites… Aren’t we forcing the consumers toadapt to us? To hunt a little too hard forwhat they might need or want?”Retailers and brands alike mustblend channels to create truly helpfulomnichannel experiences. Some ofthe most innovative are bringing thebest of brick-and-mortar stores onlineby offering Q&A with brand andretailer reps who can answer shopperquestions, filling those informationgaps that may keep shoppers frombuying. They’re offering deliveryoptions like ship to store, ship fromstore, pay online and pick up in-store,and pay in-store for home delivery.Anu Saha, senior product managerfor mobile at Bazaarvoice, suggestsarming retail associates with iPadsto bring online experiences andknowledge into the store. Associatescan pull up product videos and reviews,and email a shopper all of the itemsthey discussed together so he or shecan pick up where they left off later,at home.@ashfoer: “The power of multichannel social is not what channelgets the sale, but that the customer is happy”Social Trends Report 201377
  8. 8. Price: From productvalue to brand valueAs previously mentioned, a brand isdefined by every experience aroundit,notjustbyproducts. Absent alternatives,consumers have traditionally settledfor products and brands that don’t fullymeet their needs. But “good enough”products are no longer good enough,because consumers have more choicethan ever before. In the transparencycreated by consumer usurpation ofpromotion, only truly valuable brands(as defined by consumers) can chargea premium. Author Tapscott explains:“The idea around transparency isthat companies, governments,organizations are becoming naked.People can now find out what’s goingon. They can rate things. They canscrutinize companies. And if you’regoing to be naked, you’d better bebuff! Meaning, you need to have goodvalue. Value is evidenced like neverbefore. If you say you have the bestproduct or service, you’d better havethe best product or service, becausepeople can find out. They can rate you.They can tell others. They can organizecollective responses.”In a transparent marketplace with unlimited choices, only brands that consumers say have the most value can charge more.@txTDM: “If you’re gonna be naked, you need to be buff! Meaning,[Brands] must have real value in a transparent world.” @dtapscottSocial Trends Report 201388
  9. 9. Data-literatecompanies thrivein the face ofconsumer changeThe connected economy givesconsumers the power to self-organizeat a massive scale, and a self-organizedworld can create change in an instant.They can tell businesses, governments,and organizations what they want, andthey can come together, digitally, tomake it happen. Tapscott explains:“This economic change is not cyclicallike the past, but rather secular, or atrue sea change. Humanity is buildinga machine (the social web), and itenables us all to collaborate, to judgethings, to co-innovate, to co-create.What used to take place over millenniacan now happen on a single day.”In short: Consumers are changing theworld more quickly than businessescan keep up. The only way to keeppace with consumers is to learn fromtheir data, anticipate trends, and acton insights more quickly thanthe competition.Data draws the maps,brands must learn tonavigateEvery connected person on Earthis generating an ocean of data.Everything people do is becomingquantifiable and trackable throughconnected devices – where they go,what they eat, whom they know, whatthey buy, what they like, what theydon’t – everything. And slowly butsurely, every single device on Earth isconnecting to this data ocean, too.Not just phones and tablets; thinkInternet-connected cars, refrigerators,watches, shoes, everything.“We arebecoming data.So we haveto becomegood at it.”John Battelle, CEO, Federated MediaSocial Trends Report 201399
  10. 10. This ever-increasing scale underlinesa pressing need for every brand – dataliteracy. A brand’s future rests on itsability to distill that data to constantlyimprove every aspect of the consumerexperience and increase efficiency.Battelle underscores this imperative:“You can’t hide from yourcustomers’ data. Get in front of it.When everything is lit by data, weneed to understand how to conversewith that data if we’re going to doour jobs as marketers. Having aconversation with our customers’data will become all of our jobs.”The only way to try to keep pace withthe shifting marketplace is to observeand listen to customers, spread thelessons through every department,and act on the trends revealed – asquickly as possible.Consumers will soondemand a return ontheir dataConsumers are realizing the valueof their data. Their willingness toshare that data (and what they expectin return) will define future brand-consumer relationships. The brandsthat get consumers to hand overdata will be the brands that givethem something valuable in return,like personalized experiences.Lisa Pearson, CMO forBazaarvoice, explains:“People are waking up to the powerof their personal data. They’re notgoing to be content to let businessesprofit on their data without somethingin return — and that seems fair. Thenew ROI is really going to becomeROD: People are going to demanda return on their data.”Brands must use consumers’data to transparently deliver highlyrelevant, helpful experiences. Inreturn, consumers will choose toshare with the brands that use theirdata to make their lives easier, better.Social Trends Report 20131010
  11. 11. Today’s personalization tactics arelaying the groundwork for the seamlesspersonalization we will see in the nextfive years. Data literate companieswill tie together seemingly unrelateddata on purchases, sentiment, socialnetworks, demographics, interests,and more into a holistic “data self”that predicts our preferences – perhapseven better than we can, says Pearson:“Five years from now, you’re nevergoing to get a present you don’t want.My husband will pull up an app thatpulls together all of my favorite thingsfrom all of my favorite stores into one,awesome, just-for-me capsule. But it’seven better than that: The app knowsthings I’ll like that I don’t even knowI’ll like. Because it can recommendclothing for me based on songs I like,and restaurants I’ve been to, andfilms I love.”Lisa Pearson imagines a future where our data predictsproducts we’ll love – before we know we want them.@StephanieA7: “How much of your behaviour data are you willingto give to corporations to have a quick, easy personal shoppingexperience?”Social Trends Report 20131111
  12. 12. Data crowdsources RDfor faster, more efficientinnovationDon Tapscott shared a story of afriend who owned a gold mine.Despite all the geodata on his mine,geologists couldn’t locate any gold.His friend took a radical approach: Hepublically released the data online andcrowdsourced the geology in a contest– find the gold and win $500,000.Seventy-seven submissions found$3.5 billion dollars in gold.Open customer conversations area mine of product insights – and thedata-literate brands that aggregateand distill feedback will effectivelycrowdsource their RD, marketing,and more, says Stephen Collins,CEO for Bazaarvoice:“Reviews are the voice of themarketplace. An individual reviewis certainly important, but theaggregation of millions and millionsof reviews, over a period of time, cantruly represent a very detailed andspecific reflection of how consumersthink about products and the brandsthat they’re loyal to.”Invite customers to review productsand brand experiences, then analyzethis data for trends. What’s the onefeature or improvement four-starreviewers say would make a productfive-star? No more guessing: Insightsstraight from product owners tell yourteams exactly what to build in theirnext iteration.Tim Lakin, Ecommerce MerchandisingManager for Skechers, relays a commoncustomer complaint found in reviewsfor the shoe manufacturer’s line oflight-up children’s sneakers: Parentslamented that schools wouldn’t allowtheir kids to wear the shoes, callingthem a distraction. New editions ofthe sneakers now include an on/offbutton, so kids can turn them offwhile at school.Stephen Collins says trends in customer feedbackdrive smarter decisions across the entire business.Social Trends Report 20131212
  13. 13. Paid, owned,and earnedmedia drive eachother’s successBut in the connected economy, nocontent exists in isolation. Viewersdiscuss TV ads (paid media) on Twitter.People share branded YouTube videos(owned media) on Facebook. Printads tout star ratings and snippets ofreviews (earned media) right alongsideprofessional ad copy. Rebecca Leib,Digital Advertising Media Analystfor The Altimeter Group, sums upthis media convergence:“Paid, owned, and earned media areflowing together into just ‘media.’”Successful campaignsunify mediaSocial lets people celebrate greatbranded content – and condemn thedisappointments. This earned mediademocratizes ad spending for brandswho measure and learn from it,says Lieb:“It starts with content strategy, not withpaid media. Campaigns used to start withadvertising; now content is the test bedfrom which you get around and restructure.You know [from earned media] what’sresonating with consumers, and you putwhat works in the paid media becausethat’s the most expensive. You keepanalyzing it, and you lather, rinse,repeat. This cycle doesn’t end.”The best campaigns go further,building owned, earned, and paidmedia into each other. Lieb sharesa campaign by Nike to illustrate. ANike billboard in Times Square (paid)encouraged people to visit a mobilesite (owned). On the site, visitors coulddesign their own Nike shoe (earned)and share it on the billboard itself.Seeing their own design displayed inthis massive and public space createdan instant photo op – which theyfurther amplified by sharing picturesof themselves with the billboard ontheir social networks.Social Trends Report 20131313
  14. 14. Fancy Feast cat food likewise featuresearned media in their paid and ownedcontent by using consumer-writtenfeedback in multi-page paid magazineads, and even creating shelf tags todisplay star ratings next to their productsin retail aisles. The brand also uses itsowned Facebook page to encourageearned media by dedicating an entiretab to reviews. Laura Lee, Social Media Mobile Marketing Brand Managerfor Purina, says letting fans writereviews without leaving Facebookattracts even better content:“It’s nice because the reviews people arewriting on your own properties tendto be a little higher [rated] — becausethey’re on your properties, they’realready fans of your brand — than whatyou would get at retail. So we thinkthat there are some benefits to that.”Bazaarvoice’s Pearson looks evenfurther ahead to a future where,she says, earned media will becomeintegrated will all other media – evenwith media we don’t yet have:“We are conditioned to rely on theopinions of other people to help usmake informed decisions. What’sgoing to change are the places whereall these opinions are. They’re goingto be diverse, and dispersed, andscattered, and they’re going to bein things that we’re not currentlyanticipating. So people are going towant to be able to access real authenticopinions inside their Google Glass.And on their car windshield. And inthe mirror of a fitting room. And on theside of a bag of Fritos. And overlaid ontop of a commercial, giving them thereal skinny on the products beingmarketed to them.”Social Trends Report 20131414
  15. 15. Television (and TVadvertising) has becomeirreversibly socialThe merging of TV and social is a perfectillustration of media’s convergence.Deb Roy, co-founder and chairman ofBluefin Labs, likens the convergenceof social – most notably Twitter – andTV to the disruptive equivalent of“talkies” and soundtracks, whichled to the deathof silent films. Just as those iconictuba tones affect the emotions youfeel while watching Jaws, ourperception of TV is now influencedjust as strongly, says Roy, by whathe calls the “social soundtrack”:“It’s changing how people decide whatto watch, so it’s actually affectingtune-in behavior. And perhaps morepowerfully, and more subtly, it’saffecting how we interpret whatwe’re watching. What argumentsare candidates making? What wasthe biggest play of that game we justwatched? Was that ad I just sawslightly racist? Was that product cool,should I try it? All of those interpretiveelements are being affected by thesocial soundtrack…”“[Twitter] creates akind of virtual livingroom of peoplewho are physicallyapart, but becauseof the socialsoundtrack, arenow able to watchtogether.”Deb Roy, co-founder and chairman,Bluefin LabsSocial Trends Report 20131515
  16. 16. In the second quarter of 2012, viewersmade 255 million social commentsabout live TV in the US alone, saysRoy. This social chatter changes whatwe watch and what we think aboutit, and that applies to commercialsand brand placement as much asprogramming. That means successfulTV advertising won’t be defined by thenumber of eyeballs reached – it will bedefined by the conversations around it,and by who’s having them, says Roy:“[Viewers] aren’t just quietly absorbingimpressions. They’re turning aroundand expressing themselves throughsocial networks. Measuring andanalyzing those expressions: Whatif that replaces, or combines with, thecounting of impressions to change thewhole flow of decision making — and,therefore, of [ad] dollars? That wouldliterally reshape the industry.”Roughly 10% of the 35 million tweetsabout Super Bowl XLVII were aboutthe commercials, generating 14.8billion potential social impressions.The most tweeted-about ad wasDodge’s “Farmer” ad, with 352,000tweets generating 100 million potentialimpressions. Bluefin found that theDodge ad resonated most withTwitter users who are country musiclovers, politically engaged viewers,sports fans, and/or retirees. With thisknowledge, Dodge can better targettheir ad buys to programs that appealto the same audience.Roy explains how this analysis canreach far beyond a single airing ofa single ad:“Imagine doing the analysis wejust stepped through for the samecreative every time it airs, anywhereon television … Imagine doing ananalysis within a certain programmingand viewing context, on every adthat’s ever run. As you do this kind ofanalysis not for one ad or one program,but you do it at scale, you can startgetting systematic insights intohow commercials, marketing efforts,programs, and audience responseall bind together.”@brookehovey: “@dkroy at #bsocial13, borrowing from a Coke exec:Don’t measure mktg solely based on consumer IMPRESSIONS;measure consumer EXPRESSIONS.”Social Trends Report 20131616
  17. 17. Consumers requirerelationships, nottransactionsConsumers today look for businessesthat treat them as more than markets.They look for brands that reflect theirpersonalities and value their input.They’re willing to explore new waysto work with businesses beyond thetransactional relationship – and smartbusinesses stand to benefit.Millennials arethe blueprint for near-future consumersMillennials (also known as GenerationY) bring a new set of demands to themarketplace. Their preferences affecthow they shop – and brands mustadapt. Says author Tapscott:“There’s no more powerful force tochange every institution than thefirst generation of digital natives...They’re the first ever global generation,and they’re a generation of actors,initiators, participators, collaborators.”Much of what Millennials look for inshopping has already been addressedin this piece. They’re technologydependent and hypersocial, requiringbrands to create robust omnichannelexperiences filled with consumer-created content. Before ever enteringa store, 62% of Millennial shoppersalready know what they want to buythrough prior online research, saysTapscott. Eighty-four percent of themsay consumer-written content on brandsites influences what they buy.1This dovetails with the most importantMillennial characteristic: They’reaccustomed to speaking their minds.They do so often. They expect brandsthat listen and respond. And they want toform relationships with brands that do.Older generations are alreadyadopting many of their preferences,and future generations will build uponthis new way of buying. Businesses thatadapt to Millennials’ brand relationshipneeds now will build a loyalty loop forcurrent and future shoppers that keepthem engaged beyond a transaction,forming lasting relationships.Don Tapscott on Millennials’ need to share: “This is the firstgeneration to grow up interacting and collaborating, asopposed to being the passive recipients of TV.”Social Trends Report 20131717
  18. 18. Create enduring obsessionby connecting to fanpassionsMillennial and non-Millennialconsumers alike want to expressthemselves and receive socialvalidation. By providing a place forconsumers to do just that, brands canbuild association with passion pointsand grow loyal. Measurement toolsmanufacturer Fluke hosts a communityon its brand site where contractorsand do-it-yourselfers can ask questionsand share knowledge around projects.Marie Langhout-Franklin, Strategist,Social Media for Fluke, sees thebenefit daily:“We recognize the opportunity to letthe user talk to the user. They’re theexperts, they’re the ones who useour tools every day … A lot of ourmarketing activity is driven aroundthat really strong advocacy.”Recognize specific moments ofexcitement when consumers aremost willing to join such a community.Ryan Brockington, Executive Directorof UX and Product Design for Clinique,says the brand times its invitationsfor reviews with specific points ina customer’s product lifecyle. Forexample, Clinique knows that fourweeks into her purchase of a darkspot remover, a customer shouldstart to notice her blemishes fading –and that’s when Clinique invites herto share:“Those very, very specific momentsare the moments when she will react,and she will share a story. And shewill then go online and start to searchfor other stories. And that’s our nextchallenge, is to really connect her withstories of women who are telling a verysimilar story.”Leaders from Clinique, Fluke, Nationwide, Step 2, andHelzberg discuss creating “customer obsession.”Social Trends Report 20131818
  19. 19. Consumers demand brandsthat listen and respondTo keep consumer relationships strong,it’s no longer enough to listen passivelyon social networks. Brands mustdemonstrate that they’re listening,and not just with friendly tweetsfrom employees with no decision-making power.One way to show responsiveness isto make changes based on trends infeedback data, as previously discussed.When these changes are made, letconsumers know – they’ll appreciatebeing heard, and will feel compelledto contribute more. Another way toillustrate responsiveness, though, issimply to respond to their questionsand feedback, especially when thatfeedback is negative. Brands shouldn’tfear this poor feedback, they shouldwarmly embrace it, says author Tapscott:“Open yourself up, baby! Sunlight isa great disinfectant! You’re going tolearn from all that rating that’s goingon about how to be a better company.”And by responding, brands cannot only resolve whatever issue theconsumer faces, but can turn theirnegative experience into a delightfulone that brings them back, saysPatrick Duncan, SVP eCommercefor Helzberg Diamonds:“At the end of the day, we have one rule:Make the customer happy. Take care ofthe problem. And I think when you’rethat open and honest and transparentabout trying to resolve an issue, youimmediately turn a customer into anadvocate.”If a brand has taken the time tobuild a community of advocates, abranded response may not always benecessary. Those advocates may craftthat response for you, adds Tena Crock,Online Marketing Director for toymanufacturer Step2:“If we’re getting a negative critique,we’re not having to go out there anddefend ourselves. Our customers areactually coming to our rescue for us.”@emilykok: ”Addressing reviews are more about brandengagement than questions. It shows that the brand caresabout the end experience”Social Trends Report 20131919
  20. 20. Connected isbetter (for all)A transparent, fully-connected worldthat seamlessly spans channels, sharesfreely, learns from data, syncs marketingand consumer desires in harmony, andconnects brands and people in lastingrelationships: Too good to be true? Thespeakers at Bazaarvoice Summit 2013don’t appear to think so – and the trendstheysharehintthatit’smorethanpossible.Don Tapscott summed up theshared ideas well:“Imagine for a second if we couldconnect ourselves on this planet …Companies with customers, employeeswith each other, people and communities.Connect ourselves with a vast networkof glass and air and new functionality,a network that enables us to connectand to communicate and to shareinformation differently. Could wego beyond simply exchanginginformation? Could we start tocreate some kind of collectiveintelligence? Perhaps even somekind of consciousness that extendsbeyond an individual, or an organization,or a community? If we could do that,we could do some great things.”Click here to watch Summit keynote sessions onTo join us at Summit 2014, click here.Sources:1.Bazaarvoice. “Talking to Strangers: Millennials Trust People over Brands.” January 2013. http://resources.bazaarvoice.com/rs/bazaarvoice/images/201202_Millennials_whitepaper.pdfBazaarvoice is the world’s largest shopper network connecting people, products, brands, and retailers at eachstage of the buying journey. For more than 2,000 clients globally, Bazaarvoice helps channel authentic, consumer-generated branded content into all the places that influence purchase decisions, giving our clients business insightsso they can offer consumers more of what they want. Many of the world’s largest retailers rely on Bazaarvoice todrive more traffic and conversion on their ecommerce sites, and the Bazaarvoice Shopper Network helps brandsparticipate directly in the retail channel to influence consumers at the point of purchase. Headquartered in Austin,Texas, Bazaarvoice has offices in Amsterdam, London, Munich, New York, Paris, San Francisco, Stockholm, andSydney. For more information, visit www.bazaarvoice.com, read the blog at www.bazaarvoice.com/blog,and follow on Twitter at www.twitter.com/bazaarvoice.© 2013 Bazaarvoice, Inc. All rights reserved. Bazaarvoice and any Bazaarvoice service or product name or logoused herein are trademarks of Bazaarvoice, Inc. All other company or product names may be trademarks of therespective companies with which they are associated.Social Trends Report 2013

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