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Emotion in Online Reviews (Laila Sternberg, TomTom, and Riccardo Osti, Wonderflow)

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Presentation by Laila Sternberg, TomTom, and Riccardo Osti, Wonderflow, at the 20 June 2019 CX Emotion conference (http://cx-emotion.com)

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Emotion in Online Reviews (Laila Sternberg, TomTom, and Riccardo Osti, Wonderflow)

  1. 1. EMOTION IN ONLINE REVIEWS a story by Tomtom and Wonderflow 20 June 2019, London
  2. 2.
  3. 3. 41 PRODUCTS 11 CHANNELS 125,000+ REVIEWS 6 LANGUAGES CUSTOMER CENTRIC
  4. 4. LET’S PLAY A GAME Emotions to product reviews
  5. 5. WHO WROTE IT?
  6. 6. bit.ly/cx-game
  7. 7. Sentences about the context “What I liked most was that it could plan interesting routes for me to go out for a joyride. It meant that I got to discover new places and new ways to go that were great fun. Hands down this is my favourite part.” 1 Driver or rider
  8. 8. Sentences about the context “Visited Europe and it performed as I expected it to, great for preplanned or ad-hoc journeys. Exceptional good value.” Driver or rider 2 2
  9. 9. Sentences about the context “The route was really great and extremely curvy. From now on I always use the navigation system when I am doing a tour.“ 3 Driver or rider
  10. 10. Sentences about the context “Have recently made a tour of nearly 200km by simply 2 points and then selected. Interesting route with many mountains and curves.” 4 Driver or rider
  11. 11. Sentences about the context “I now use my TomTom daily on my commute to work just in case there are road works or an accident I can divert.” Driver or rider 5
  12. 12. Sentences about the context “The Tomtom was given for my husband as a birthday gift and we really like it because it was easy to use and most importantly it directed us when we went to Gloucester for first time and it directed us to less traffic.” Driver or rider 6
  13. 13. Sentences about the product evaluation “Easy to use. Adjustable volume is ideal.“ Driver or rider 7
  14. 14. Sentences about the product evaluation “Bought a week ago to replace my ancient TomTom. A larger screen and more accurate navigation with voice control are good.” Driver or rider 8
  15. 15. Sentences about the product evaluation “I had the original TomTom … many moons ago, and this one is waaaay better - much faster (no more awkward routing delays in critical spots such as non-standard freeway exits), more responsive, much better software with live traffic information (!) and status bar on the right incl.” Driver or rider 9
  16. 16. Sentences about the product evaluation “I found this Tom Tom great value for money, clear screen and easy to use.” Driver or rider 10
  17. 17. Sentences about the product evaluation “I Should also note it is solidly constructed as it has already survived a three foot drop onto a hardwood floor.” “By and large I'm quite happy as it's already been helping me a few times navigate from point to point, and it reliably knew where the traffic troubles were.” Driver or rider 11
  18. 18. Sentences about the type of adjectives, emotions and nuances in reviews “Gorgeous gps” “The traffic updates via the app have been a lifesaver.” “Had a massive negative point so ended up returning it.” “Absolutely not intuitive mode of operation, I'm pissed off!” “Exceptional product and Tom Tom is synonymous with high quality.” Driver or rider 12
  19. 19. Sentences about the type of adjectives, emotions and nuances in reviews “It looks nice.” “Good device.” “It would not connect to a computer.” “Slow, do not find some directions.” “I’m not happy with the updates.” “My husband is enthusiastic about this navi. Already had a tomtom, very reliable.“ Driver or rider 13
  20. 20. Analysis of Drivers characteristics Day to day description guided us around the country when driving at night, it'll go into a night mode use it on my daily commute to divert from traffic if you do a lot of business miles, it'll be handy knows all road closures and major road works
  21. 21. Analysis of Drivers characteristics Day to day description guided us around the country when driving at night, it'll go into a night mode use it on my daily commute to divert from traffic if you do a lot of business miles, it'll be handy knows all road closures and major road works Concise,to the point sentences 200 words on average per reviews
  22. 22. Analysis of Drivers characteristics Day to day, description guided us around the country when driving at night, it'll go into a night mode use it on my daily commute to divert from traffic if you do a lot of business miles, it'll be handy knows all road closures and major road works Concise, to the point sentences 200 words on average per reviews Unemotional, neutral wording performed as expected good value for money does exactly what I want the maps works ok simple to use accurate directions
  23. 23. Analysis of Riders characteristics Passion, adventure description go out for a joyride the device is wonderful records beautiful tours (to track) discover new places and new ways to go great fun
  24. 24. Analysis of Riders characteristics Passion, adventure description go out for a joyride the device is wonderful records beautiful tours (to track) discovered new places and new ways to go great fun Long-windedness 280 words review’s average length
  25. 25. Analysis of Riders characteristics Passion, adventure description go out for a joyride the device is wonderful records beautiful tours (to track) discover new places and new ways to go great fun from now on will always use it Long-winded sentences 280 words review’s average length Strong, emotional wordings loads significantly faster best sat nav I have ever used I’m pissed off excellent supplied ram mount absolutely brilliant a fantastic little unit that is a breeze to set up
  26. 26. How to apply this analysis for MARCOM? Experiments and testing
  27. 27. How to apply this analysis for MARCOM? Experiments and testing Assumption If we are using wordings from the analysis in our ads we can increase the CTR and Engagement of our audience.
  28. 28. How to apply this analysis for MARCOM? Experiments and testing Assumption If we are using wordings from the analysis in our ads we can increase the CTR and Engagement of our audience. Results Car Driver +18% CTR +41% Engagement
  29. 29. How to apply this analysis for MARCOM? Experiments and testing Assumption If we are using wordings from the analysis in our ads we can increase the CTR and Engagement of our audience. Results Car Driver +18% CTR +41% Engagement Results Rider +67% CTR +143% Engagement
  30. 30. EMOTION TEXTS PERSONALIZATION
  31. 31. THANK YOU FOLLOW US #Lailasternberg #Riccardoosti riccardoosti.com

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