Cavemen – Humph
Word of mouth, Cave ART
Scholars – Written, Print
AT&T – American Telegraph and Telephone
Mass Media – Radio, TV
Digital Media – BBS, Internet, Email
Online Socializing – Groupies, Chat, Think
Tanks, FB, Twitter, Youtube…
……..And then came the buzzzzz word Social Media
When you share content, how do you typically share it?
(select all) *CMB Consumer Pulse 2010 (n=1391)
Email - 86%
Facebook - 49%
Print out 7%
Blog it 3%
None of these 1%
Fun – DaMentals
72% share because
they find something
interesting or entertaining,
much more than thinking about what
recipients might value (58%)
*CMB Consumer Pulse 2010 (n=1504)
The power of social media
lies in it's ability to shape
– Thomas Ballantyne
Toyota CamryChevy Malibu
1/3 Buy Based on Price
1/4 Buy Based on Price
(Cars sold per year) 250,000 x $2000 = $500,000,000
2004 Case Study by J.D. Powers
These two cars are mechanically and
fundamentally the same but GM loses…
How is this perception earned?
By User Experience.
By WORD OF MOUTH.
Don't be a
Story of Duncan
Travelling salesman becomes Pioneer Food Critic.
Writes book for friends.
Adventures in Good Eating (1935)
Lodging for a Night (1940)
Adventures in Good Eating at Home
(1950s US Newspaper Columns)
…Sharing recipes he collected from restaurants.
Becomes Original Content Scraper
Duncan Hines Bread (1952)
Those are stars.
happy with you.
I’m a super HERO!!!!
Try reaching the reviewer
and fixing it.
I don’t need this drama.
Why did you bring me into
Well you are Spiderman,
and that’s relevant to me
(pest control guy)…
And I think its funny.
WARNING: This influences buying habits
•Serve the most relevant results for the users search query
I want to
Reviews with Verified Purchase
Thanks Brian McDowell and Conductor for slide.
Reviews in SERPs
Ebay Users with
Higher Ratings Sell
More and Sell for
Consumer reviews are significantly more trusted
-- nearly 12 times more –
than descriptions that come from
according to a survey of US mom Internet users
by online video review site EXPO.
eMarketer, February, 2010
Why Do Online Reviews Matter?
WHY DO ONLINE REVIEWS MATTER?
According to GE Capital Retail Bank’s
second annual Major Purchase Shopper
Study, 81% of consumers go online before
heading out to the store, up 20% from last
year. (July 2013)
71% say they read online reviews before making a
85% say they read online reviews for local businesses.