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Inspire: Myths of UGC

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Discover the common myths and misconceptions of UGC that you are still falling for and surprising truths you might not know.

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Inspire: Myths of UGC

  1. 1. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.1 Busted: Top UGC myths you’re still falling for Kelly Grey Client Partner,Enterprise Brands
  2. 2. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.2 What exactly is UGC?
  3. 3. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.3 #ugcbootcamp
  4. 4. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.4
  5. 5. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.5 Myth: Negative UGC will kill my sales!
  6. 6. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.6 Quantity? Rating?v. +111% Conversion Rate +2% Conversion Rate
  7. 7. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.7 Good review text (1-5 reviews) Recent reviews Some critical reviews High number of reviews Then everything else … (Star ratings, secondary ratings, social recommendations, profiles, context data, Facebook, filters, sorting, etc)
  8. 8. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.8 “Quaint Hotel a Real Bargain” “A Dump Not a Bargain”
  9. 9. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.9 Truth: It’s not the perfect product for everyone…and shoppers know it.
  10. 10. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.10 Myth: The consumer is always right.
  11. 11. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.11
  12. 12. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.12
  13. 13. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.13
  14. 14. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.14 Consumers who saw brands’ responses to product misuse, with guiding instructions, were more likely to buy the product and felt more positively about the product. Increase in intent to purchase Increase in product sentiment Truth: Consumers aren’t all pure geniuses. Sometimes they appreciate a little help! 186% 157%
  15. 15. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.15 Myth: A couple of reviews will do.
  16. 16. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.16
  17. 17. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.17
  18. 18. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.18 Truth: Be Greedy. More IS More.
  19. 19. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.19 Myth: But no one will talk about that product!
  20. 20. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.20 Kitty Litter Fact: Sponges Frozen French Fries Toilet Paper Checking Account Tax Stores 21,400 11,400 16,000 2,900 6,000 89,000
  21. 21. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.21
  22. 22. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.22
  23. 23. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.23 Truth: People will talk about anything… You just need to ask!
  24. 24. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.24 Myth: Be careful…don’t ask the consumer for too much!
  25. 25. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.25 Percentage of responses to surveys: 69.6% Long form 68.6% Short form:
  26. 26. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.26 •  Heals cold sores fast •  Is an effective treatment and worth it •  Works differently than other cold sore treatments Core Demographics Contextual Segmentation Loyalty and Trial Channel Context CRM
  27. 27. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.27
  28. 28. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.28 Truth: He who shares his opinion… actually wants to help…usually.
  29. 29. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.29 Myth: No one trusts reviews anymore.
  30. 30. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.30 71%of people read consumer reviews before making a purchase. Truth: People are actually getting savvier about word-of-mouth.
  31. 31. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.31
  32. 32. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.32 Myth: Word-of-Mouth. It’s a .com thing.
  33. 33. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.33
  34. 34. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.34
  35. 35. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.35
  36. 36. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.36 Truth: Word-of-mouth lives everywhere we are.
  37. 37. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.37 Myth: Your best copyeditor sits on Madison Ave.
  38. 38. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.38
  39. 39. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.39 Truth: Your best copywriter might just be my husband.
  40. 40. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.40 Myth: Word-of-mouth is just a 1-time campaign.
  41. 41. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.41 We’re capturing valuable market data from reviewers… gender, age, and location as well as an explanation of why they purchased…in this regard we’re getting real data from actual purchasers that helps us understand whose buying our products and why.” -- Bill Sokol,VP Marketing,Arrow “
  42. 42. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.42 Truth: It’s always on. Keep feeding it.
  43. 43. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.43 #ugcbootcamp Don’t stand by & watch — Get in the game!

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