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La passion de vos clients transforme les consommateurs en acheteurs

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Aujourd'hui, les médias sociaux sont un vecteur de conversations quotidiennes. Cela veut dire que des milliards de conversations, qui étaient autrefois d'ordre privé, sont à présent rendues publiques sur les réseaux sociaux. Les publications effectuées sur les réseaux sociaux constituent une opportunité unique pour capter les opinions des consommateurs et séduire les clients. L'utilisation conjointe des évaluations et des contenus sociaux de qualité permet de mettre en place une expérience d'achat plus riche, en s'adressant pleinement aux futurs clients tout en leur présentant des produits plus efficacement.

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La passion de vos clients transforme les consommateurs en acheteurs

  1. 1. 0 Customer Love Turns Shoppers Into Buyers Webinar: 1 October 2014 Host: Jason Ford
  2. 2. 1 Housekeeping Items
  3. 3. 2 Housekeeping Items • Format • 35 minute presentation • 25 minutes for Q&A
  4. 4. 3 Housekeeping Items • Format • 35 minute presentation • 25 minutes for Q&A • Ask a Question • #bvlearn on Twitter • Chat panel in GoToWebinar
  5. 5. 4 Housekeeping Items • Format • 35 minute presentation • 25 minutes for Q&A • Ask a Question • #bvlearn on Twitter • Chat panel in GoToWebinar •Recording – webinar recording will be available at Bazaarvoice.com
  6. 6. 5 Jason Ford
  7. 7. 2009 Confidential and Proprietary. 6 © 2014 Bazaarvoice, Inc.
  8. 8. Confidential and Proprietary. 7 © 2014 Bazaarvoice, Inc. 7
  9. 9. 8 Twitter Flickr YouTube
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  11. 11. 10 Brand Website Social Networks Instead of sending traffic off to the social networks…
  12. 12. 11 Brand Website Social Networks Brand Website Instead of sending traffic off to the social networks… Social Content …brands should pull in social content and retain visitors.
  13. 13. 12 Many brands are jumping on the social media bandwagon, without giving proper thought about the impacts to their marketing effort...Marketers spend millions of dollars to get people to visit their corporate website, so why would they be so quick to send them away? – Jeremiah Owyang, Altimiter “
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  16. 16. 16 Evolution of the Marketplace
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  19. 19. 19 The advent of the Industrial Age did more than just enable industry to produce products much more efficiently. Management’s approach to production and its workers was quickly echoed in its approach to the market and its customers.... If products and workers were interchangeable, then interchangeable consumers began to look pretty good too. – The Cluetrain Manifesto “
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  26. 26. 26 Can this be more human?
  27. 27. 27 EPSOtherBazaarvoice - 601701849Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 27
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  32. 32. 32 Where do we get shopping information today?
  33. 33. 33 Professional Reviews Consumer Reviews
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  35. 35. 350 Million Photos posted daily 36 60 Million Photos posted daily 58 Million Photos Tweeted daily
  36. 36. 37 Evolution in UGC
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  40. 40. 41 Publishing Broadcast Social 1.0 Hyper-Social Reviews
  41. 41. 42 Publishing ReviewsProfessional User-Generated Broadcast Social 1.0 Hyper-Social
  42. 42. 43 Publishing ReviewsProfessional UGC Rational Emotional Broadcast Social 1.0 Hyper-Social
  43. 43. Inspiration • Emotive • Spontaneous • Unsolicited • Bite-sized Validation • Empirical • Rational • Solicited • Detailed
  44. 44. 45 Conversion occurs when the rational meets the emotional “ Sr Marketing Exec, Fortune 100 BV Client
  45. 45. Commodity Values: practicality, convenience Lifestyle Values: access, simplicity Enjoyment Values: discovery, curiosity Evolution of online retail
  46. 46. Using social posts as reviews “ 47
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  55. 55. 56 Integrating social in the commerce experience
  56. 56. Confidential and Proprietary. 57 © 2014 Bazaarvoice, Inc.
  57. 57. 1 2 3 Collection Display Gather content Curation Filter for relevance Human moderation, curation and tagging Display on brand and social sites, mobile sites, and in native advertising.
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  59. 59. Social Post Enhancement 62 Appropriate Content
  60. 60. Social Post Enhancement 63 Appropriate Content User Permission #approved
  61. 61. While all content gathered by Curations is public, Bazaarvoice recommends establishing explicit consumer consent for its use: “I love #product” “I love #product #marketinghashtag” User Permission Required User Permission Required User Permission Required User Permission Not Required
  62. 62. Social Post Enhancement 65 Appropriate Content Product Tagging Yeti Tundra (SKU: 104724) User Permission #approved
  63. 63. 66 66 Curations Gallery Campaigns Splash pages Category pages
  64. 64. 67 67 Curations on the Product Page Social photos on product pages
  65. 65. 68 Visual UGC in Purchase Path 25-40% Engagement 3-9% Lift in Conversion (on top of R&R)
  66. 66. 69 Let’s make shopping social again.
  67. 67. 70 Questions

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