1. Creating a Customer-Centric Business:
synthesizing unstructured social data for
business strategies
Erin Defosse VP Product Strategy
R. Scott Evans, PhD Sr Product Strategist

2. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc.
Disclaimer and Confidentiality
This presentation should not be relied on in making a purchase decision and,
further, is not subject the terms of any agreement you may have with
Bazaarvoice, including any license agreement. Bazaarvoice has no obligation
to pursue any course of business outlined in this presentation or to develop or
release any functionality mentioned in this presentation. The information and
material contained in this presentation is subject to change by Bazaarvoice at
any time for any reason without notice and is presented on a “AS-IS” basis
WITHOUT WARRANTY OF ANY KIND, either express or implied. Finally, this
document and the information contained herein constitute Bazaarvoice
proprietary and confidential information and cannot be copied, redistributed
or reproduced in any manner without the prior, express written consent of
Bazaarvoice.”
Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 1

3. Why is a relatively
unknown company
the 7th largest
internet domain in
the World?
2
The Power of Narrative

4. Putting customers at the heart of
the business by integrating social
data across organizations
3

5. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc.
The Funnel Metaphor… before

6. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc.
… and the Decision Journey, today
Buy

7. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc.
Drive acquisitionand conversion
with ratings and reviews
Create authentic conversations
6Confidential and Proprietary. © 2011 Bazaarvoice, Inc.

8. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc.
Increase awareness through
questions and answers, and
discussions
Create authentic conversations
7Confidential and Proprietary. © 2011 Bazaarvoice, Inc.

9. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc.
Build loyalty and advocacy
with customer experiences,
ideas, advice, and campaigns
Create authentic conversations
8Confidential and Proprietary. © 2011 Bazaarvoice, Inc.

10. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc.
Footprint
• Founded 2005, over 600 employees
• 6 global offices throughout Americas, Europe, and APAC
supporting 27 languages
• Serving over 900 of the world’s most influential brands
– 50% of the Fortune 10
– 80% of the top 10 most valuable US and UK retail brands
– Ranked #1 “Rating and Forum” provider in 2011 Internet
Retailer 500 List
9

11. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc.
Narrative Matters?

12. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc. 11Confidentialand Proprietary. © 2011Bazaarvoice, Inc.
Content Matters: Labs Testing
Brief
Insights
Rich
Stories

13. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc.
Average Engagement: 62 seconds
Unaided Brand Awareness: 18.4% increase
Message Association: 19.4% increase
Purchase Intent: 12.0% increase
Brand Favorability: 14.2% increase
Believability: 78% (20% above industry
average)
“The inclusion of product reviews in
the creative had the greatest
positive impact on a respondents
likelihood to purchase a computer
with Windows 7”
-Dynamic Logic Study, Dec 2011
WOM Ad Pilots Demonstrate Success

14. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc.
What Makes a Difference?
• Not too lengthy – but substantive
• Well-written (grammar and spelling)
• Objective – factual (less emotional)
• More reviews
• Positive rating
• Longer viewing time

15. From Social Engagement
to Business Insights

16. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc.
Where we need to be…
Narrative Complexity
Contextualization
Social Media
Monitoring
Rating and
Review
Reporting
+
-
+-
Thematic &
Sentiment
Analysis
Narrative
Interaction

17. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc.
Analysis … Narratives
Narrative Complexity
Contextualization
Social Media
Monitoring
Rating and
Review
Reporting
+
-
+-
Thematic &
Sentiment
Analysis
Narrative
Interaction
Query Vol.
Rating Avg.
View Counts
Theme Vol.
Sentiment Avg.

18. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc.
17
Simple Narrative Analysis

19. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc.
Complex Narrative Analysis
Drivers: simulate conversion impact
Co-occurrence: message multiplier effect
Action: Build Messages

20. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc.
Is B2B Really that Different?
• B2B social engagement differs in emphasis
– Authenticity even more important
– Relevant expertise – needs to be readily manifested
– Secure environment – gated membership
– Conversational – but targeted
• Social media is bringing about cultural fusion – blurring the
differences between personal and business engagement
19

21. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc.
• The … world
• New communities for entrepreneurs
Entrepreneur Connect - Efactor – startupnation – Bisnik –
PartnerUp – TheFunded - PerfectBusiness
• New business Q&A crowdsourcing
Profounder – Outright Community – Open Forum –
PieFinance
• Proliferation of Enterprise UGC tools
Chatter – Yammer – SocialCast - SocialText
Emerging B2B social engagement
2
0

22. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc.
Emerging B2B Engagement … Examples
21
CEOs
16k+
Members

23. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc.
Socialization of B2B
• Social Commerce – Trusting Peer-to-
Peer Interactions
• Customer Centricity Biz Models
• Ubiquity of UGC and platform
integration
• Linkedin – B2B lead indicator
22

24. Confidentialand Proprietary.© 2011 Bazaarvoice, Inc.
Narrative Does Matter