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How can you best leverage user generated content? In this entertaining talk, Richard Falconer draws on his experience working with leading user generated solution providers BazaarVoice, as well as …

How can you best leverage user generated content? In this entertaining talk, Richard Falconer draws on his experience working with leading user generated solution providers BazaarVoice, as well as household names such as Boots, Tesco, Play.com and Skype, to provide the inside track on how to use user generated content effectively for SEO and conversions.

The session will include little known facts about how user generated content affects search results, as well as previously unpublished data and recommendations about how it impacts the way users interact with a site. Case studies from major brands will also back up the presentation.


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Transcript

  • 1. Richard Falconer@rich_falconer
  • 2. Do you want to increase conversionrates, improve customer loyalty and buildvisibility in search while your customersdo the hard work...and enjoy it?
  • 3. Use UGC to provide a layer of emotion tothe online retail experience.
  • 4. The UK’s Top Sites The top 18 non-search engine sites in the UK according to Alexa.com
  • 5. Allowing users to createor curate content as wellas respond to and sharetheir own content andthat of others.
  • 6. “Very good if you want to write on paper.”
  • 7. Thanks, Daniel
  • 8. Social Commerce
  • 9. Customers trust... Source: Fly Research Online Survey, March 2011
  • 10. 90% of users trust 70% of users trust 32% of users trustrecommendations opinions posted online banner ads.from people they online.know. Source: Nielsenwire
  • 11. Who trusts consumer reviews? Source: Fly Research Online Survey, March 2011
  • 12. Worried?Some common reasons for hesitancy:• Negative reviews• Worry about removing control from the marketing team• Cost of managing and monitoring the content
  • 13. Don’t worry, embrace it...• Marketing should be involved more than ever, UGC is just another tool• 88% of product ratings are 4 or 5 stars out of 5• Products with lower scores still sell better• ROI on reviews (and UGC in general) is high
  • 14. • 83% of all holiday shoppers are influenced by customer reviewsChannelAdvisor "Consumer Shopping Habits Survey", August 2010• Availability of user-generated or consumer product reviews was a factor for 57% of UK shopperseConsultancy Survey, July 2010• Bazaarvoice - 26% increase in conversion rates• Reevoo - Sales uplift average 18%
  • 15. SEOENGAGEMENT CONTENT
  • 16. SEO Benefits• Improved on-page optimisation• Increased long-tail traffic• Increased traffic for “review” terms• Improved clickthrough rates from Rich Snippets• More Likes / Tweets etc.
  • 17. Review Rich Snippets
  • 18. Traffic increase as a result ofreview Rich Snippets Best Buy – 30% Bazaarvoice – 15% bigmouthmedia – 12%
  • 19. Reviews SEO Investigation Does having reviews on a site increase unpaid referrals from search engines? This question is more difficult to answer than you might think.• Reviews sit on microsites which are not linked from the main sites• No deliberate link development had taken place
  • 20. Case Study 1• > 4.5 million visits• 82% non-paid search traffic• 15% conversion rate increase• No link development used
  • 21. Case Study 2• > 700,000 visits• 82% non-paid search traffic• 12% higher conversion rate• No link development used
  • 22. Case Study 3• > 1 million visits• 81% non-paid search traffic• 18% higher conversion rate• No link development used
  • 23. Uniqueness Data from
  • 24. Google’s Panda UpdatesShopzilla.co.uk: 77%Dooyoo.co.uk: 80% Based on a dataset of one million keywords before and after Panda was introduced internationally.Stats: http://www.sistrix.com/blog/990-google-panda-on-its-way-to-europe.htmlPhoto: http://marksecology.blogspot.com/2011/01/angry-panda.html
  • 25. Reviews SEO Tips• Get unique reviews• Display directly on your pages• Link it correctly• Use structured markup• Encourage users to share externally
  • 26. Transforming your site
  • 27. Tip #1You don’t need to be sexy and fun to be engaging
  • 28. Tip #2 Request reviews from customers. Send requests on Tuesday or Wednesday between 10am and 4pm.Tip #2A If you run an office, the best time to catch your staff skiving is Tuesday or Wednesday between 10am and 4pm
  • 29. Which would you pick? A B% of reviews Number of stars
  • 30. The reviews are from the same product. Active Passive% of reviews Number of stars
  • 31. TIP #3Don’t host a Microsoft PartyUnderstand what motivates your users
  • 32. • enjoyment of creating content• social status• rewards for achieving status• self promotion• social gratification
  • 33. Look after your power usersMake life easy for your casual usersLove all your usersJakob Neilsen http://www.useit.com/alertbox/participation_inequality.html
  • 34. Wikipedia vs Knol• Wikipedia allows you to add information easily then editors tidy it up• Wikipedia appeals to two complementary types (geeks and edit freaks)• Knol expected you to do everything
  • 35. TIP #4Be different. Innovate
  • 36. Allows users to curate and share their own style collections
  • 37. Polyvore.comhttp://www.google.com/insights/search/
  • 38. Tip #5Build a camera-phone not a camera & a phone
  • 39. Encouragement to participateshould be integral to a site• 3 Types of users• Design the site for all three• Incentives for power users• Product features that make contribution easy• One-time contribution without registration or other hassles for “casual contributors”• Non-contributors are great too, they make you money
  • 40. Texts From Last Night
  • 41. Clients From Hell
  • 42. “A brand is no longer what a marketer says. The consumers now have the power to decide what that brand represents.”Graham Jackson, Bazaarvoice
  • 43. slideshare.net/a4uexpo