Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
0 
Customer Love Turns Shoppers Into Buyers 
Webinar: 2. 10. 2014 
Host: Jason Ford
1 
Housekeeping Items
2 
Housekeeping Items 
• Format 
• 35 minute presentation 
• 25 minutes for Q&A
3 
Housekeeping Items 
• Format 
• 35 minute presentation 
• 25 minutes for Q&A 
• Ask a Question 
• #bvlearn on Twitter 
...
4 
Housekeeping Items 
• Format 
• 35 minute presentation 
• 25 minutes for Q&A 
• Ask a Question 
• #bvlearn on Twitter 
...
5 
Jason 
Ford
2009 
Confidential and Proprietary. 6 © 2014 Bazaarvoice, Inc.
Confidential and Proprietary. 7 © 2014 Bazaarvoice, Inc. 
7
8 
Twitter Flickr YouTube
9
10 
Brand 
Website 
Social 
Networks 
Instead of sending 
traffic off to the 
social networks…
11 
Brand 
Website 
Social 
Networks 
Brand 
Website 
Instead of sending 
traffic off to the 
social networks… 
Social 
Co...
12 
Many brands are jumping on the social 
media bandwagon, without giving proper 
thought about the impacts to their 
mar...
13
14
16 
Evolution of the Marketplace
17
18
19 
The advent of the Industrial Age did more 
than just enable industry to produce products 
much more efficiently. Manag...
20
21
22
23
24
25
26 
Can this be more human?
27 
EPSOtherBazaarvoice - 601701849Confidential and Proprietary. © 
2011 Bazaarvoice, Inc. 
27
28
29
30
31
32 
Where do we get shopping 
information today?
33 
Professional 
Reviews 
Consumer 
Reviews
34
350 Million 
Photos posted daily 
36 
60 Million 
Photos posted daily 
58 Million 
Photos Tweeted daily
37 
Evolution in UGC
38
39 
39
40
41 
Publishing 
Broadcast Social 1.0 Hyper-Social 
Reviews
42 
Publishing 
Professional User-Generated 
Broadcast Social 1.0 Hyper-Social 
Reviews
43 
Publishing 
Professional 
Broadcast Social 1.0 Hyper-Social 
Reviews 
UGC 
Rational Emotional
Inspiration 
• Emotive 
• Spontaneous 
• Unsolicited 
• Bite-sized 
Validation 
• Empirical 
• Rational 
• Solicited 
• De...
45 
Conversion occurs when the 
rational meets the emotional 
“ 
Sr Marketing Exec, Fortune 100 BV Client
Commodity 
Values: practicality, convenience 
Lifestyle 
Values: access, simplicity 
Enjoyment 
Values: discovery, curiosi...
Using social posts as reviews “ 
47
48
49
50
51
52
53
54
55
56 
Integrating social in the 
commerce experience
Confidential and Proprietary. 57 © 2014 Bazaarvoice, Inc.
1 2 3 
Collection Display 
Gather content 
Curation 
Filter for relevance 
Human moderation, curation 
and tagging 
Displa...
61
Social Post Enhancement 
62 
Appropriate 
Content
Social Post Enhancement 
63 
Appropriate 
Content 
User 
Permission 
#approved
While all content gathered by Curations is public, 
Bazaarvoice recommends establishing explicit consumer 
consent for its...
Social Post Enhancement 
65 
Appropriate 
Content 
Product Tagging 
Yeti Tundra (SKU: 
104724) 
User 
Permission 
#approve...
66 
66 
Curations Gallery 
Campaigns 
Splash pages 
Category pages
67 
67 
Curations on the Product Page 
Social photos on 
product pages
68 
Visual UGC in 
Purchase Path 
25-40% 
Engagement 
3-9% Lift in 
Conversion 
(on top of R&R)
69 
Let’s make shopping social again.
70 
Questions
Teilen Sie die Leidenschaft Ihrer Kunden: Wie Sie Interaktionen in sozialen Netzwerken nutzen und dadurch den Umsatz steigern
Teilen Sie die Leidenschaft Ihrer Kunden: Wie Sie Interaktionen in sozialen Netzwerken nutzen und dadurch den Umsatz steigern
Teilen Sie die Leidenschaft Ihrer Kunden: Wie Sie Interaktionen in sozialen Netzwerken nutzen und dadurch den Umsatz steigern
Teilen Sie die Leidenschaft Ihrer Kunden: Wie Sie Interaktionen in sozialen Netzwerken nutzen und dadurch den Umsatz steigern
Upcoming SlideShare
Loading in …5
×

Teilen Sie die Leidenschaft Ihrer Kunden: Wie Sie Interaktionen in sozialen Netzwerken nutzen und dadurch den Umsatz steigern

479 views

Published on

Heutzutage finden viele Gespräche in sozialen Netzwerken statt. Das bedeutet, dass Milliarden von Unterhaltungen, die früher ausschließlich offline stattfanden, nun über soziale Netzwerke für jedermann zugänglich sind. Beiträge in sozialen Netzwerken bieten die Möglichkeit, die Meinung von Kunden einzufangen und Käufer auf effizientere Weise als jemals zuvor zu binden. Die Kombination aus Bewertungen und umfassenden sozialen Inhalten führt zu einer vollkommenen Einkaufserfahrung, da beide Seiten des Gehirns stimuliert werden und ein umfassender Überblick über das Produkt für zukünftige Käufer geschaffen wird.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Teilen Sie die Leidenschaft Ihrer Kunden: Wie Sie Interaktionen in sozialen Netzwerken nutzen und dadurch den Umsatz steigern

  1. 1. 0 Customer Love Turns Shoppers Into Buyers Webinar: 2. 10. 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
  10. 10. 9
  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 “
  14. 14. 13
  15. 15. 14
  16. 16. 16 Evolution of the Marketplace
  17. 17. 17
  18. 18. 18
  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 “
  20. 20. 20
  21. 21. 21
  22. 22. 22
  23. 23. 23
  24. 24. 24
  25. 25. 25
  26. 26. 26 Can this be more human?
  27. 27. 27 EPSOtherBazaarvoice - 601701849Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 27
  28. 28. 28
  29. 29. 29
  30. 30. 30
  31. 31. 31
  32. 32. 32 Where do we get shopping information today?
  33. 33. 33 Professional Reviews Consumer Reviews
  34. 34. 34
  35. 35. 350 Million Photos posted daily 36 60 Million Photos posted daily 58 Million Photos Tweeted daily
  36. 36. 37 Evolution in UGC
  37. 37. 38
  38. 38. 39 39
  39. 39. 40
  40. 40. 41 Publishing Broadcast Social 1.0 Hyper-Social Reviews
  41. 41. 42 Publishing Professional User-Generated Broadcast Social 1.0 Hyper-Social Reviews
  42. 42. 43 Publishing Professional Broadcast Social 1.0 Hyper-Social Reviews UGC Rational Emotional
  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
  47. 47. 48
  48. 48. 49
  49. 49. 50
  50. 50. 51
  51. 51. 52
  52. 52. 53
  53. 53. 54
  54. 54. 55
  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.
  58. 58. 61
  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

×