This document discusses social marketing strategies and trends in user-generated content. It notes that by 2014, 53% of retail sales will be influenced by the internet as consumers research products online. Currently, users spend more time on Facebook than any other site, including Google. Customer reviews significantly influence holiday shopping decisions, with 83% of shoppers influenced by reviews. User-generated content in the form of reviews and question-and-answer drives higher conversion rates, orders per session, page views, and click-through rates for marketing emails featuring UGC. Social media, mobile applications, and social merchandising are areas for businesses to focus on to engage customers and drive sales.

1. Secrets of Your
Social Marketing Strategy
Erin Defosse, Director of Product Strategy
Bazaarvoice

2. Sources: eMarketer, February 2009; Forrester, March 2010; Silicon Alley Insider, 2010; Channel Advisor, August 2010.
1995 - 500 million digital consumers
2010 - 3 billion connected digital consumers
By 2014, 53% of total retail sales will be affected by the
Web (online and Web-influenced), as consumers
increasingly use the Internet to research products before
purchasing
US Web Users spend more time on Facebook than any
other site, including Google - 3 years ago it didn’t register
in the top 10
83% of all holiday shoppers are influenced by customer
reviews
The social explosion

3. Join the conversation
“These conversations are going to occur
whether you like it or not. Do you want to be
part of that or not? My argument is you
absolutely do.
You can be a better company by listening
and being involved in that conversation.”
Michael Dell,
BusinessWeek, Oct. 2007

4. Begin with the end in mind

5. Customer reviews drive results
Source: "Even if there is no alternative, reviews drive conversion," Bazaarvoice case study August 2007

6. Reviews = more satisfied customers
Source: Bazaarvoice case study
NO
REVIEWS
WITH
REVIEWS
25+
REVIEWS
20%
LOWER
RETURN
RATES
45%
LOWER
RETURN
RATES

7. Customer Q&A drives results
Source: Bazaarvoice case study, August 2008
CONVERSION RATE 72%
ORDERS/SESSION 100%
PAGE VIEWS 90%

8. Customer insights fuel credible
marketing
Email
Banner Ads
Catalog
Receipts
Box StuffersCirculars
In-Store Ad
Social Networks50% higher click through rates on
emails that feature customer review
content!

9. UGC improves business
OTC worked with manufacturer
to improve product quality
OTC communicates in-line to
update consumers about
product improvements
71% would recommend it to a
friend

10. Reviews drive operational decisions
Drive change across the
organization with your
customers help
» Popular and pricey table was
commented as being “too soft”
» The Land of Nod modified the
table and sent free
replacements to reviewers
» Built stronger customer
relationships and created a
word-of-mouth event
Source: Bazaarvoice case study

11. Drive UGC beyond your site

12. Social Trends to Watch

13. UGC is going mobile

14. Reviews, Q&A, and Transactions

15. Social Merchandising

16. Summary
• The social web is exploding
• UGC is a proven and measurable driver to
achieve business results
• The social web, mobile, and social
merchandising are areas to watch
• Start with the goal in mind and focus on
measurable programs that tie Social and
Commerce together

17. Thank you
Erin Defosse, Director of Product Strategy
Bazaarvoice
Erin.Defosse@bazaarvoice.com