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Confidential and Proprietary. © 2015 Bazaarvoice, Inc.1 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.1
Brand Reac...
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.2
Consumers expect answers on-demand
I-want-to-buy
moments
82%of sma...
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.3
Endless customer journeys
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.4 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.4
Reach tact...
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.5
Google loves fresh consumer content
Perform better on long-tail se...
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.6
Reviews
Brand Answers
Brand Responses
Photos and Videos
Bazaarvoic...
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.7
Leverage your content
Review content is rich
and well trusted.
It ...
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.8
Multi-channel
Syndication
(to relevant retailers in
network)
Brand...
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.9
Collateral - FSI
This is a great multi-brand
example, however the ...
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.10
Coupons are an easy place
to add review content that
will make th...
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.11
In-store
In regional test
market,
business grew
44%
vs control
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.12
In-store examples: Unilever
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.13
Aveda – Top rated by you
CTA drove to mobile site to read more re...
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.14
Email is still the most widely
adopted of digital marketing
forms...
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.15
Review content is a
great way to validate
claims about products
a...
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.16
Print is a trusted source
by consumers. Adding
your Consumer Gene...
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.17
Content call-out email
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.18
As well as using social
media for ‘Asks’ you
can promote your
con...
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.19
This multichannel amplification example covered Coupons, Digital ...
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.20
Discover A/B tested with half
of creditcards.com traffic
going to...
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.21
Discover constantly changes
headlines, text placement,
and insert...
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.22
Additional direct mail
Letter w/ no CGC.
Insert w/ Avg
Rating & c...
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.23
In theater movie poster
Confidential and Proprietary. © 2015 Bazaarvoice, Inc.24
Thank you
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Inspire_Reach_Fall2016

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Inspire_Reach_Fall2016

  1. 1. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.1 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.1 Brand Reach Getting the right content to the right places. Durand Vadnais – Director, Client Success
  2. 2. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.2 Consumers expect answers on-demand I-want-to-buy moments 82%of smartphone users turn to their device to make a product decision2 I-want-to-buy moments
  3. 3. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.3 Endless customer journeys
  4. 4. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.4 Confidential and Proprietary. © 2015 Bazaarvoice, Inc.4 Reach tactics
  5. 5. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.5 Google loves fresh consumer content Perform better on long-tail search Increase CTR up to 17% Increase intent to click up to 11.6% Lift organic search traffic up to 28% Increase performance of Ad Words Relevance for More Keywords Promote Trust with Seller Ratings Improve Results and CTR with snippets
  6. 6. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.6 Reviews Brand Answers Brand Responses Photos and Videos Bazaarvoice delivers content Bazaarvoice delivers audience Network and syndication RETAILERS Need Content Have an Audience BRANDS Need an Audience Have (or can get) Content
  7. 7. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.7 Leverage your content Review content is rich and well trusted. It can be leveraged across almost all channels to both raise further awareness of the program and gain huge value from the content. Print Social In-store PR Sampling Ads TV Digital out of home
  8. 8. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.8 Multi-channel Syndication (to relevant retailers in network) Brand Site Facebook Mobile Volume Generating Tactics Review Content “Home” To ensure that you continue to receive Magnum® e-mails (and prevent them from being filtered as spam), please add MagnumIceCream@email.magnumicecream.com to your e-mail address book. Are you starry-eyed over Magnum® Ice Cream? Is it 5-star worthy? Rate your favorite flavors now–your stars will guide the other pleasure seekers. Don't just enjoy your Magnum® . Bring out the stars for it! Facebook Twitter Email Homepage
  9. 9. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.9 Collateral - FSI This is a great multi-brand example, however the same concept can be leveraged for a single brand, perhaps calling out multiple products. Tips Consumers trust content from other consumers, so it’s key to reference the consumer nicknames to drive home authenticity. You could also consider adding text along the lines of ‘see more reviews at brand.com’
  10. 10. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.10 Coupons are an easy place to add review content that will make them stand out from the crowd. Tips Make the rating element stand out by using stars; consumers recognize them instantly. Ensure the customer nickname is quoted to add to the authenticity of the message. If possible, A/B test to determine the effectiveness. Coupons 13% Increase in FSI redemption rate
  11. 11. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.11 In-store In regional test market, business grew 44% vs control
  12. 12. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.12 In-store examples: Unilever
  13. 13. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.13 Aveda – Top rated by you CTA drove to mobile site to read more reviews Review quotes and star rating at shelf
  14. 14. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.14 Email is still the most widely adopted of digital marketing forms. Adding your top rated content with the inclusion of a well worded subject line can improve open rates significantly. Tips Visualize the scores and add product pictures to really bring the content to life. As well as ‘star’ ratings you could consider making claims with your content, e.g. 95% of consumers would recommend this product to a friend. Top rated emails
  15. 15. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.15 Review content is a great way to validate claims about products and increase your chances of a customer clicking through. Some clients have used both static and dynamic content. BV has its own Advertising solution that can also facilitate this. Display ads
  16. 16. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.16 Print is a trusted source by consumers. Adding your Consumer Generated Content to ads not only adds further trust but makes great copy. Tips Add copy that indicates customers can see more reviews on your .com site to further validate. Print ads
  17. 17. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.17 Content call-out email
  18. 18. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.18 As well as using social media for ‘Asks’ you can promote your content through the channel. Consider calling out ‘review of the month’ and consider adding the Facebook App to showcase content. Social media
  19. 19. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.19 This multichannel amplification example covered Coupons, Digital assets and Print to consistently reinforce the message across the board. Multichannel campaigns
  20. 20. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.20 Discover A/B tested with half of creditcards.com traffic going to a Discover listing with no R&R. The other half saw a listing as seen in this sample with prominent average star rating placement. Discover multichannel campaign
  21. 21. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.21 Discover constantly changes headlines, text placement, and inserts. Recent versions included “Customers have spoken” headline with average star rating below and prominent quotes on the right side of the letter. Direct mail Letter insert
  22. 22. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.22 Additional direct mail Letter w/ no CGC. Insert w/ Avg Rating & card comparison. Letter w/ Avg Rating headline & quotes. Insert w/ quotes.
  23. 23. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.23 In theater movie poster
  24. 24. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.24 Thank you Questions?

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