Watch this #CCSeries webinar on-demand: http://rtou.ch/2mBUUwH Hear from content experts to learn the top strategies for successful visual content curation: Activate your consumer base; Develop a strategic approach to launch a product or seasonal campaign; Power content from network brands; and Measure performance and tell a ROI story.

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Turn Visual Social Content into ROI
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Retail Touchpoints: @RTouchPoints
Adam Blair: @adamblair29
Bazaarvoice: @bazaarvoice
Heidi Burns: @hmirj
Cat Nunnery: @catzter

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Panelists
MODERATOR:
Adam Blair
Executive Editor
Retail TouchPoints
Heidi Burns
Heidi Burns, Product Marketing Lead
Bazaarvoice
@hmirj
Cat Nunnery
Managed Services Practice Lead
Bazaarvoice
@catzter

7. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.7
T U R N
C O N S U M E R
G E N E R A T E D
P H O T O S A N D
V I D E O S I N T O
E N G A G E M E N T ,
B R A N D E Q U I T Y ,
A N D R O I

8. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.8

9. SOURCE: 2016 BAZAARVOICE BENCHMARK DATA
CONSUMERS
can purchase with
greater confidence
BRANDS
can reach in-market
shoppers at
critical moments
RETAILERS
can deliver a
superior
shopping experience
T H E B A Z A A R V O I C E N E T W O R K

10. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.10
Connect more than one-half billion
consumers monthly
Over 700MM unique devices monthly
Over 5,000 brand & retailer sites with
more than 156MM active products
Clients represent 53% of Internet
Retailer 500

11. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.11
SOURCE: 2016 BAZAARVOICE BENCHMARK DATA
V I S U A L C O N T E N T P R O C E S S E D O N
B A Z A A R V O I C E N E T W O R K

12. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.12
P E O P L E T R U S T E A C H O T H E R M O S T O F
A L L
92%
of consumers trust earned
media above all other
content
(Nielsen)

13. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.13
O T H E R P E O P L E L I K E U S I N F L U E N C E
U S M O S T
85%
of consumers find visual
CGC more influential than
brand content
http://www.adweek.com/digital/why-consumers-share-user-generated-content-infographic/

14. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.14

15. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.15
350 Million
Photos posted daily
95 Million
Photos posted daily
58 Million
Photos tweeted daily

16. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.16
INSTAGRAM DRIVES VISUAL CONTENT
Social Source
71%
4%
3%

17. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.17
EARNED VISUAL CONTENT IS REQUIRED
Images matter: 72% of Millennials
are more likely to purchase based on photos
from others who have used it1
48% of shoppers leave a site if
visual content is not available2
CONSUMER BEHAVIOR

18. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.18
C O N S U M E R G E N E R A T E D C O N T E N T
D R I V E S S A L E S
30%
ENGAGEMENT
with social posts
3-9%
CONVERSION LIFT
when shoppers interacted with
social images

19. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.19
L I N K C O N T E N T I N T H E C O N S U M E R S
P A T H T O P U R C H A S E
Visual CGC
made
Shoppable,
with Ratings
and Reviews
10%
INTERACTIONS
Led to Shop Now

20. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.20
B U I L D A H O L I S T I C A P P R O A C H T O C G C
CGC is more powerful
when combined
together….
All Types of Content
See an increase in
Conversion ON TOP of
Ratings and Reviews!

21. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.21
C O L L E C T C O N T E N T A N D I D E N T I F Y
B R A N D A D V O C A T E S
1. Conversion at PDP
2. Product Coverage
3. Engagement (across all
page types
4. Advocacy
5. Reach

22. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.22
L E T C O N S U M E R S T E L L Y O U R S T O R Y .
V I S U A L C O N T E N T M A T T E R S .
....to drive higher consumer engagement, conversion, and brand loyalty
Galleries Landing PagesCampaigns Product Pages

23. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.23
H O W D O W E
C A P T U R E T H I S
C O N T E N T T O
D R I V E K P I S
A N D B R A N D
P E R F O R M A N C E ?
T H E R E I S A
L O T O F G R E A T
C O N T E N T O U T
T H E R E .

24. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.24
H O W T O G E T T H E B E S T C O N T E N T
W I T H S O M U C H N O I S E ?

25. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.25
W H A T M A K E S Y O U R V I S U A L C O N T E N T
S T R A T E G Y A S U C C E S S ?
1Collect
Gather content from any
source
2Curate 3Display 4Analyze
Human moderation, curation, and
product tagging
Powerful
automated
filtering
Display on your site, repurpose
content for your campaigns, and
share across the Bazaarvoice
Understand how your visual content
performs to optimize the highest
ROI producing images

26. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.26
WHAT ALREADY EXISTS
Capitalise on your existing communication touchpoints to generate additional content
CREATING A HOLISTIC MULTI-SOLUTION APPROACH TO CGC
1Collect
Gather content from any
source
(mix of CGC + branded)
W H A T M A K E S Y O U R V I S U A L C O N T E N T S T R A T E G Y A S U C C E S S ?

27. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.27
1Collect
Gather content from any
source
(mix of CGC + branded)
Leverage your existing marketing strategy to encourage the submission of NEW content
GIVE YOUR BRAND SOMETHING TO CHOOSE FROM
GENERATE NEW CONTENT
W H A T M A K E S Y O U R V I S U A L C O N T E N T S T R A T E G Y A S U C C E S S ?

28. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.28
F I N D T A G
D I S P L A Y S H O P
2Curate
W H A T M A K E S Y O U R V I S U A L C O N T E N T S T R A T E G Y A S U C C E S S ?

29. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.29
Rights Management to keep you
protected
While all content gathered by Curations is
public, Bazaarvoice recommends establishing
explicit consumer consent for its use:
BV clients
see over
70%
approval rates from
rights management
requests
W H A T M A K E S Y O U R V I S U A L C O N T E N T S T R A T E G Y A S U C C E S S ?
2Curate

30. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.30
3Display
Get consent and display on
your brand and social sites,
mobile sites, and in native
advertising and in native
advertising
ON A
CAMPAIGN
LEVEL
ON A
CATEGORY
LEVEL
ON A
PRODUCT PAGE
LEVEL
TYPE OF CONTENT
INSPIRATIONAL
BEHAVIOR IMPACTED
AWARENESS
TYPE OF CONTENT
ENGAGING
BEHAVIOR IMPACTED
CONSIDERATION
TYPE OF CONTENT
FUNCTIONAL
BEHAVIOR IMPACTED
CONVERSION
W H A T M A K E S Y O U R V I S U A L C O N T E N T S T R A T E G Y A S U C C E S S ?

31. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.31
3Display
Get consent and display on
your brand and social sites,
mobile sites, and in native
advertising and in native
advertising
ON A
CAMPAIGN
LEVEL
TYPE OF CONTENT
INSPIRATIONAL
BEHAVIOR IMPACTED
AWARENESS
W H A T M A K E S Y O U R V I S U A L C O N T E N T S T R A T E G Y A S U C C E S S ?

32. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.32
3Display
Get consent and display on
your brand and social sites,
mobile sites, and in native
advertising and in native
advertising
ON A
CATEGORY
LEVEL
TYPE OF CONTENT
ENGAGING
BEHAVIOR IMPACTED
CONSIDERATION
W H A T M A K E S Y O U R V I S U A L C O N T E N T S T R A T E G Y A S U C C E S S ?

33. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.33
3Display
Get consent and display on
your brand and social sites,
mobile sites, and in native
advertising and in native
advertising
ON A
PRODUCT PAGE
LEVEL
TYPE OF CONTENT
FUNCTIONAL
BEHAVIOR IMPACTED
CONVERSION
W H A T M A K E S Y O U R V I S U A L C O N T E N T S T R A T E G Y A S U C C E S S ?

34. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.34
4Analzye
Get consent and display on
your brand and social sites,
mobile sites, and in native
advertising and in native
advertising
W H A T M A K E S Y O U R V I S U A L C O N T E N T S T R A T E G Y A S U C C E S S ?

35. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.35
S O T H E N W H A T ?
ONCE WE HAVE WORKED SO HARD ON
GENERATING AND DISPLAYING QUALITY VISUAL
CONTENT
THEN WHAT ?

36. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.36
A M P L I F Y A C R O S S C H A N N E L S
PAID OWNED EARNED

37. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.37
W H A T M A K E S Y O U R V I S U A L C O N T E N T S T R A T E G Y A S U C C E S S ?
Inspiration
Consider tying your social
media channels into shoppable
opportunities
Make your Instagram Feed Shoppable !
Add a redirection from Instagram to a
dedicated Landing Page
Display all your @brand
Instagram photos in a
shoppable gallery on your site,
with links directly to product
pages.

38. Confidential and Proprietary. © 2017 Bazaarvoice, Inc.38
Q U E S T I O N S ?

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Please Share Your Feedback

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Q&A // Panelists
MODERATOR:
Adam Blair
Executive Editor
Retail TouchPoints
Heidi Burns
Heidi Burns, Product Marketing Lead
Bazaarvoice
@hmirj
Cat Nunnery
Managed Services Practice Lead
Bazaarvoice
@catzter

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Thanks for attending
View all of the #CCSeries webinars on-demand here:
http://webinars.retailtouchpoints.com/connected-consumer-series/2017/
ON-DEMAND

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