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Feedback in real-time
How brands are connecting with customers on the
move.
Matt Eames CCO
Today’s topics
• The latest trends in reviews
• Real, relevant and responsive
• Their voice in their way
• Wrapping up
The latest
trends in
reviews
Latest from BrightLocal
92%of consumers now read reviews (vs. 88%
in 2014)
44%
40%of consumers form an opinion after readi...
And fake reviews?
“Do you trust online reviews as much as personal
recommendations?”
2013 20152014
31%
21%
22%
“Yes, if I ...
In a nutshell
Consumers are increasingly using reviews to make buying decisions
Reviews need to be recent, relevant and re...
Real, relevant
and responsive
Using latest trends to connect with
customers
Who are ‘millennials’ ?
Born between
1980 2000
“A different world, a different worldview.
Millennials have grown up in a t...
Convenience is king
1/3of millennials agree that
smartphones will become their
main purchasing tool
Source: PwC
The power of feedback
29%Of millennials age 18-24 cite reviews as
one of their most important decision
factors
Source: Bar...
Millennials don’t queue
McDonalds are moving with the times
Source: McDonalds
“To improve the overall customer and
employee experience:
…self-orde...
A helping hand
Relevant and reliable
reviews on the fly.
Near Field Communication (NFC)
• Leave feedback at the point of sale
• Multiple touch points
• Resolve issues at the time
iBeacon
Source: iBeacon.com
Disruptive technology
…lose contact…
Their voice
Their way
Empowering consumers to leave
feedback the way they want to
Persuasive UGC
Source: Crowdtap
59%
54%
53%
46%
45%
40%
Electronics Appliances Mobile
Phones
Hotels Travel
Plans
Cars
Perc...
The Evolution of Content
WikisQ and A sites Blogs
Video ReviewsCompetitions
Social Media
Photos
Forms of UGC
Benefits of UGC
UGC videos get more views than brand owne
content10x
Source: KissMetrics
Benefits of UGC
of search results for the world’s 20 largest
brands are linked to UGC
25%
Source: KissMetrics
Case Study: Burberry
Sales surged 50% Y-O-Y following launch of
site
Case Study: Starbucks
Starbucks earned publicity and proved that
they strongly value customer feedback
Case Study: Coca-Cola
increase in US sales
2%
Bringing reviews
to life
Unlocking the potential of
reviews with photo and video
Bring Reviews to Life!
90%of information transmitted to the brain is
visual.
Bring Reviews to Life!
visuals are processed 60,000x
faster in the brain than text
Benefits of Video
video now appears in 70% of the top 100
search results listings
Benefits of Video
85%of customers are more likely to
purchase after watching a product
video.
Source: Kissmetrics
Bring Reviews to Life!
increase in views on content that has
relevant images
94%
Source: Kissmetrics
Simple UGC…
Source: JukinVideo
Simple UGC…
Source: JukinVideo
…can have massive impact
• 136 million views in 3 days
• Sold out on Amazon, Walmart, Toys R Us and many more
• Now sellin...
Customers will give you video reviews…
Customers will give you video reviews…
…even for the strangest of things!
…even for the strangest of things!
Wrapping up
Using a reviews platform to
collect genuine reviews
A bit about us…
Benefits to your business
17%boost to CTR on ads on average…
…building trust with potential
customers and driving qualifie...
What to do tomorrow…
• Make sure your reviews improve your website traffic, on-site
conversions and sales
• Ensure custome...
What to do tomorrow…
• Use reviews to gain actionable insights
• Identify trends and themes in feedback
• Ask custom quest...
Any
Thank you!
matt.eames@feefo.com
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Feedback in Real-Time

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In his presentation, 'Reviews in 2016', Feefo CCO, Matt Eames, shares how businesses are evolving to take advantage of new technology, innovation and trends to provide quick and easy shopping solutions, while still ensuring they have opportunities to harness the benefits of collecting genuine feedback.

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Feedback in Real-Time

  1. 1. Feedback in real-time How brands are connecting with customers on the move. Matt Eames CCO
  2. 2. Today’s topics • The latest trends in reviews • Real, relevant and responsive • Their voice in their way • Wrapping up
  3. 3. The latest trends in reviews
  4. 4. Latest from BrightLocal 92%of consumers now read reviews (vs. 88% in 2014) 44% 40%of consumers form an opinion after reading just 1- 3 reviews (vs. 29% in 2014) 38%of customers are impressed with a mobile optimised website (vs. 25% in 2013) say a review must be written within a month to be relevant
  5. 5. And fake reviews? “Do you trust online reviews as much as personal recommendations?” 2013 20152014 31% 21% 22% “Yes, if I believe they’re authentic” • Real reviews are increasingly important • Authenticity is the most important factor in trusting online reviews • Positive reviews are less influential (7% decrease year-on-year) Source: BrightLocal Consumer Report 2015
  6. 6. In a nutshell Consumers are increasingly using reviews to make buying decisions Reviews need to be recent, relevant and reliable Shoppers make buying decisions more quickly Mobile is an increasingly popular platform for shopping
  7. 7. Real, relevant and responsive Using latest trends to connect with customers
  8. 8. Who are ‘millennials’ ? Born between 1980 2000 “A different world, a different worldview. Millennials have grown up in a time of rapid change, giving them a set of priorities and expectations sharply different from previous generations.” Source: Goldman Sachs
  9. 9. Convenience is king 1/3of millennials agree that smartphones will become their main purchasing tool Source: PwC
  10. 10. The power of feedback 29%Of millennials age 18-24 cite reviews as one of their most important decision factors Source: Barclays Feedback Economy Report
  11. 11. Millennials don’t queue
  12. 12. McDonalds are moving with the times Source: McDonalds “To improve the overall customer and employee experience: …self-ordering kiosks, handheld terminals and cashless payments.”
  13. 13. A helping hand Relevant and reliable reviews on the fly.
  14. 14. Near Field Communication (NFC) • Leave feedback at the point of sale • Multiple touch points • Resolve issues at the time
  15. 15. iBeacon Source: iBeacon.com
  16. 16. Disruptive technology …lose contact…
  17. 17. Their voice Their way Empowering consumers to leave feedback the way they want to
  18. 18. Persuasive UGC Source: Crowdtap 59% 54% 53% 46% 45% 40% Electronics Appliances Mobile Phones Hotels Travel Plans Cars Percentage of consumers influenced by User Generated Content (UGC)
  19. 19. The Evolution of Content
  20. 20. WikisQ and A sites Blogs Video ReviewsCompetitions Social Media Photos Forms of UGC
  21. 21. Benefits of UGC UGC videos get more views than brand owne content10x Source: KissMetrics
  22. 22. Benefits of UGC of search results for the world’s 20 largest brands are linked to UGC 25% Source: KissMetrics
  23. 23. Case Study: Burberry Sales surged 50% Y-O-Y following launch of site
  24. 24. Case Study: Starbucks Starbucks earned publicity and proved that they strongly value customer feedback
  25. 25. Case Study: Coca-Cola increase in US sales 2%
  26. 26. Bringing reviews to life Unlocking the potential of reviews with photo and video
  27. 27. Bring Reviews to Life! 90%of information transmitted to the brain is visual.
  28. 28. Bring Reviews to Life! visuals are processed 60,000x faster in the brain than text
  29. 29. Benefits of Video video now appears in 70% of the top 100 search results listings
  30. 30. Benefits of Video 85%of customers are more likely to purchase after watching a product video. Source: Kissmetrics
  31. 31. Bring Reviews to Life! increase in views on content that has relevant images 94% Source: Kissmetrics
  32. 32. Simple UGC… Source: JukinVideo
  33. 33. Simple UGC… Source: JukinVideo
  34. 34. …can have massive impact • 136 million views in 3 days • Sold out on Amazon, Walmart, Toys R Us and many more • Now selling for $300 on Ebay!
  35. 35. Customers will give you video reviews…
  36. 36. Customers will give you video reviews…
  37. 37. …even for the strangest of things!
  38. 38. …even for the strangest of things!
  39. 39. Wrapping up Using a reviews platform to collect genuine reviews
  40. 40. A bit about us…
  41. 41. Benefits to your business 17%boost to CTR on ads on average… …building trust with potential customers and driving qualified traffic… …and increasing traffic and conversions by as much as 35% as a result Verified reviews contribute to seller ratings (stars) in search listings… Source: Google Source: Google Source: Kiss Metrics
  42. 42. What to do tomorrow… • Make sure your reviews improve your website traffic, on-site conversions and sales • Ensure customers can read, leave and trust reviews on the move
  43. 43. What to do tomorrow… • Use reviews to gain actionable insights • Identify trends and themes in feedback • Ask custom questions for targeted responses • Create reports across multiple levels • Ensure you are investing in genuine reviews – and maximising the benefits!
  44. 44. Any Thank you! matt.eames@feefo.com

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