Online Reputation in the E-Commerce Arena - Vincenzo Calenne, Ciao, at Internet World


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Vincenzo Calenne, Team Lead of E-Commerce Sales Ciao Italy and UK, spoke about ‘Online Reputation in the E-Commerce Arena’ at Internet World 2011. Covering the importance of online reputation in relation to e-commerce, he discussed the impact of the power shift from advertiser to the consumer resulting from the rise in online review sites. Vincenzo’s talk took place on Tuesday 10th May 2011 at 11h45-12h00.

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Online Reputation in the E-Commerce Arena - Vincenzo Calenne, Ciao, at Internet World

  1. 1. Online Reputation in E-Commerce Arena<br />Vincenzo CalenneTeam Leader Sales Ecommerce Ciao UK<br />
  2. 2. Today‘s Agenda<br />Ciao at a Glance<br />Importance of Online Reputation<br />Criticism as an Opportunity <br />Conclusion<br />
  3. 3. Ciao at a Glance<br />
  4. 4. Ciao At a Glance <br />About<br />Source: ComScore, March 2011 <br />
  5. 5. Ciao At a Glance <br />About Europe<br />#2 <br />#5 <br />#1 <br />#1 <br />#1 <br />#1 <br />#3 <br />#3 <br />Source: ComScore, March 2011 based on unique visitors <br />
  6. 6. Ciao At a Glance <br />What is <br />price <br />comparison<br />…and many product offers<br />
  7. 7. Ciao At a Glance <br />What is <br />users opinions on products<br />
  8. 8. Ciao At a Glance <br />What is <br />users opinions on merchants<br />
  9. 9. importance of online reputation<br />
  10. 10. Buying Cycle <br />consumer decision making process<br />Research<br />Consumer<br />Advice & opinions<br />Advice & opinions<br />
  11. 11. Purchase Decisions: what really matters<br />online and offline factors<br />46%<br />24%<br />16%<br />8%<br />3%<br />2%<br />Source: Penn, Schoen, Berland Associates, Inc., LinkShare Trend Watch Research: <br />New Info Shoppers, RecessionBuyersandthe 2009 Online Shopping Outlook, 2009<br />
  12. 12. Can we trust other users experience?<br />consumer experiences matter<br />Source: “Trends 2009: European Online Retail”, Forrester Research <br />
  13. 13. Power Shifting: advertiser to consumer<br />consumer reviews<br />68% of users have changed their purchase decision based on other consumer reviews.1<br />“People are looking to own the research process, not to be told by either salespeople or advertisers what the product is about.”3-Penn, Schoen & BerlandAssociates<br />79% of online UK retailers surveyed reported that the main benefit of consumer-generated rating and reviews was that they improved site conversion rates.2<br />-eMarketer, 2009<br />Source: 1CiaoUser Survey, April 2011 | 2eMarketer, 2009<br />3 Penn, Schoen & BerlandAssociates Market Research 2010 |<br />
  14. 14. Online Criticism<br />how do you deal with criticism?<br />4%<br />3%<br />14%<br />4%<br />38%<br />Source: Visitor survey at Internet World London, April 2009<br />
  15. 15. Sources of Information<br />connect via social platforms<br />editorial<br />tests<br />social <br />communities<br />manufacturersites<br />consumer portals<br />forums<br />online shops<br />business networks<br />blogs<br />
  16. 16. Sources of Information<br />connect via social media<br />Source: Social Media Prism,<br />
  17. 17. Online Criticism<br />negative review: typical situation <br />
  18. 18. Online Criticism <br />how do you react?<br />frustration<br />uncertainty<br />distrust<br />fear<br />suspicion<br />
  19. 19. Action vsPassive<br />negative review: response<br />
  20. 20. Action vsPassive<br />feedback request within email reply<br />
  21. 21. Action vsPassive<br />other examples: UK<br />
  22. 22. Action vsPassive<br />other examples: Spain<br />
  23. 23. Action vsPassive<br />other examples: The Netherlands<br />
  24. 24. Action vsPassive<br />other examples: Italy<br />
  25. 25. Conclusion<br />
  26. 26. Conclusion<br />Assign Resource<br />Identify relevant sites<br />Check regularly<br />Understand criticism as an opportunity<br />Develop dialogue<br />
  27. 27. Thank you!<br />Vincenzo CalenneTeam Leader Sales Ecommerce Ciao UK<br /><br />Ciao Commerce Division<br />Microsoft Deutschland GmbHLeopoldstrasse 23680807 Munich, Germany<br />Ciao on the Internet:<br /><br /><br /><br /><br />