This document discusses how brands can increase trust and traffic in social commerce. It notes that 84% of consumers say trustworthiness is required to interact with a brand. Consumers primarily trust friends/family and customer reviews. Five factors that influence trust are identity, attributes, relationships, experience, and ownership. The document provides examples of how allowing sharing, likes, real identities, optimized content and gamification can attract new consumers by building trust.

1. Make Your Social Commerce
Experience More Trustworthy
Part 1: Increase Trust, Grow Traffic

2. Trust is Essential to Social Commerce
of consumers say that
trustworthiness
84% is required in order
for them to interact
with a brand
About.com, The Elements of Trust, June 2012
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3. Consumers Primarily Trust Those They Know
IBM asked consumers
who they trust Customer
reviews
to provide honest 14%
feedback and suggestions Family/Friends Product
about products 48% experts 12%
Manufacturer
16%
Retailer
10%
IBM Institute for Business Value, 2012
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4. 5 Factors that Influence Your Social Trustability
IDENTITY OWNERSHIP
When participants are
encouraged to use ATTRIBUTES Verified product
When product reviewers ownership is critical as
their real names, the
and others are identified consumers are diving
trustability of the
with structured attributes deep into features and
social experience
or characteristics, their experiences
goes up
relevancy and
trustability grows
RELATIONSHIP EXPERIENCE
When it’s easy for
Demonstrated product,
participants to see
category and skill
how they are
experience on the part
connected they can
of content contributors
find trustworthy,
is often even more
personally relevant
important to consumers
information
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5. Trust is Important at Every Stage
1 TRAFFIC ENGAGEMENT 2
New consumers are more Trust that comes from
attracted to your brand by consuming useful content in
trusted connections and the company of likeminded
people creates emotional
content
bonds
TRUST
4 LOYALTY CONVERSION 3
Rewarding contributors who Direct and detailed product
are credible and helpful experiences, tied to known,
surfaces your most trustworthy credible sources, inspire more
customers and bigger transactions
© Demand Media 2013 All rights reserved 5

6. Traffic: Getting More into the Funnel
Attracting new consumers to your
brand and products is an ongoing
activity
Brands typically invest in lots of
awareness generating vehicles
You can build features into your
Social Commerce experience that
help consumers find you and
inspire their trust in your brand
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7. Sharing with Friends Creates Traffic
Letting consumers
share their insights
and enthusiasm
with their social
network ensures
that personally
relevant
information,
founded in a
known
Canadian e-tailer Shop.ca rewards shoppers who share
relationship, rises
their product discoveries with friends. They understand the
to the surface
effect on traffic of trusted friends’ invitations.
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8. Consumer “Likes” Create Traffic
Giving consumers
easy mechanisms
for providing
product feedback,
like ratings or
recommendations,
increases your
volume of trusted,
shared content
Home Improvement e-tailer HomeClick lets consumers
recommend blog content, forum posts and other Social
Commerce content
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9. Real Identities Create Traffic
Encouraging
Social Sign On
leads to social
experiences that
are built upon real,
trustable display
names from
Facebook and
other services
AARP markets financial products to its nearly 4
million community members. To create a trusted
Social Commerce environment, AARP
encourages the use of real display names.
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10. Search Optimized Content Creates Traffic
By ensuring your
Reviews, Forums,
Blogs and
Comments are
searchable, your
brand becomes
increasingly linked
with content
consumers are
searching for
Black & Decker’s product reviews perform well in search,
giving consumers product information they are looking for
with links to a credible, trusted brand
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11. Gamification Surfaces Trusted Consumers
Using Points,
Badges and
Leader Boards to
reward particular
behaviors can
help identify and
encourage
consumers who
have earned the
trust of others In Nestlé’s Very Best Baking community, members
win Brownie Points for being active, helpful and
knowledgeable. This has surfaced the brand’s most
trusted and influential enthusiasts.
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12. Social Commerce, Trust and Traffic
Trust is essential to Social In particular, you can attract new
Commerce consumers with
Trust influences every stage • Sharing
of the customer lifecycle • Real identities
• “Likes” and other reactions
You can create a Social
• Search optimized content
Commerce experience that
inspires Trust • Gamification
© Demand Media 2013 All rights reserved 12

13. About Pluck
Integrated customer interaction platform
Distinguished by its breadth of features
and versatility, with product reviews
and much more
Used by 600+ retailers and brands
Enables them to
• grow their audience
• accelerate product sales, and
• ensure customer delight
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14. Pluck is the Choice of Market Leaders
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15. This Presentation is Part of a Series
Look in SlideShare for the other presentations in Pluck’s
Trusted Social Commerce series:
Trusted Social Commerce Fosters Engagement
Trusted Social Commerce Increases Conversion
Trusted Social Commerce Produces Loyalty
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16. To Learn More…
info@pluck.com
www.pluck.com
(+1) 512 457 5220
twitter.com/Pluck
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