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Trusted Social Commerce Fosters Engagement

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Consumers engage more with retailers and brands that they trust. In this second of four presentations, you will learn what trust features you can add to your Social Commerce experience that will …

Consumers engage more with retailers and brands that they trust. In this second of four presentations, you will learn what trust features you can add to your Social Commerce experience that will encourage consumers to connect emotionally with you around the passions, topics and conversations that are core to your brand.

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  • 1. Make Your Social CommerceExperience More TrustworthyPart 2: Increase Trust, Grow Engagement
  • 2. Trust is Essential to Social Commerce of consumers say that trustworthiness84% is required in order for them to interact with a brand About.com, The Elements of Trust, June 2012 © Demand Media 2013 All rights reserved 2
  • 3. Consumers Primarily Trust Those They KnowNielsen asked 28,000consumers about Trust andSocial Commerce Trust completely/ Don’t trust much/ somewhat at all Recommendations from people I know 92% 8% Consumer opinions posted online 70% 30%Editorial content e.g., newspaper article 58% 42% Branded websites 58% 42% Emails I signed up for 50% 50% Display ads 16% 84% Mobile text ads 15% 85% Nielsen, 2012 © Demand Media 2013 All rights reserved 3
  • 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 © Demand Media 2013 All rights reserved 4
  • 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 trusted connections and content in the company content of likeminded people creates emotional 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. Engagement: Connecting With Your AudienceTrue Engagement is about consumersconnecting emotionally with your brandIt leads to return visits, time on siteand sharingTrust establishes your brand’sauthority and credibilityEngagement-focused brands own theconversation around their core passionSocial Commerce features can influencethe conversation’s trustworthiness © Demand Media 2013 All rights reserved 6
  • 7. Topical Articles Drive EngagementLong-form contributions fromexpert staff or consumersenhance your authority onproduct or lifestyle topics that arecore to your brand.They also provide a platform fordeliberation and conversation.Properly configured, these articlesalso have high SEO value. HomeClick uses Blogs to host DIY Guides that are authored by both staff experts and knowledgeable customers © Demand Media 2013 All rights reserved 7
  • 8. Content Comments Drive EngagementArticle Comments give voice toconsumers who want to react tooriginal content on your website.They are a relatively low-effortvehicle for getting consumers tocontribute, interact and engage.Properly configured, they alsooffer high SEO value. Sky News built an amazing and very popular tribute to Steve Jobs using Comments © Demand Media 2013 All rights reserved 8
  • 9. Media Showcases Drive EngagementConsumer-contributed photosand videos linked to a brand’score passion are inherentlycredible.They are a reflection ofcontributor Engagement andinspire Engagement in others.The entertainment value ofmedia make them a strongsource of goodwill. Nike invites golf enthusiasts to upload videos of their swing, and then compare their form with friends’ or even pros’ © Demand Media 2013 All rights reserved 9
  • 10. Community Pages Drive EngagementCommunity pages inspire Trustby highlighting a brand’s “best”,“most popular” and “featured”content.Community Pages also createTrust by orienting and engagingnewcomers.They also provide returningvisitors with context andnavigation. Nestlé’s Very Best Baking Community Page offers a mix of product-related content the staff wants visitors to see and discovery-driven links © Demand Media 2013 All rights reserved 10
  • 11. Member Profiles Drive EngagementMember profiles with• biographical data• tracking of contributions and relationships• photos• blogs• lists of badges earnedall encourage Engagement andbuild Trust around identity. Cleveland Cavaliers fans enjoy robust profiles that let them find, friend and message each other, and post their own blogs and photo galleries © Demand Media 2013 All rights reserved 11
  • 12. Gamification Drives EngagementPoints and Badges can beconfigured to captureconsumers’ participation,credibility andtrustworthiness.Leader Boards can showcaseinfluencers and respectedcontributors.Public display of theseachievements build Trust anddeepen Engagement. AARP supports both Earned and Assigned badges which recognize helpfulness, respect and frequent contribution © Demand Media 2013 All rights reserved 12
  • 13. Social Commerce, Trust and EngagementConsumers demand Trust in their Engagement is about leveragingSocial Commerce experiences passion to build consumer connectionsTrust influences every stage of You can create emotional connectionsthe Social Commerce cycle with your core audience usingYou can takes steps that build • Topical ArticlesTrust into your Social Commerce • Article Commentsexperience • Content Scoring • Media Showcases • Community Pages • Member Profiles • Gamification © Demand Media 2013 All rights reserved 13
  • 14. About PluckIntegrated customer interaction platformDistinguished by its breadth of featuresand versatility, with product reviewsand much moreUsed by 600+ retailers and brandsEnables them to• grow their audience• accelerate product sales, and• ensure customer delight © Demand Media 2013 All rights reserved 14
  • 15. Pluck is the Choice of Market Leaders © Demand Media 2013 All rights reserved 15
  • 16. This Presentation is Part of a SeriesLook in SlideShare for the other presentations in Pluck’sTrusted Social Commerce series:Trusted Social Commerce Attracts More TrafficTrusted Social Commerce Increases ConversionTrusted Social Commerce Produces Loyalty © Demand Media 2013 All rights reserved 16
  • 17. To Learn More… info@pluck.com www.pluck.com (+1) 512 457 5220 twitter.com/Pluck © Demand Media 2013 All rights reserved 17