12. 1. Innovate your business model
2. Bring your brand to life
3. Transform your company culture
4. Deliver a return on data
5. Fuse online and offline
5 NEW IMPERATIVES FOR BUSINESS
#IRC15 @jrese @bazaarvoice
14. CULTIVATE A RESPONSIVE DIALOGUE
Virgin Mediaâs Social Media Care team Sony store puts a larger emphasis on customer reviews.
Dominos Order Tracker Clarksstyle.com
The world has changed as a result of consumers having unlimited access to information on their smart phones.
With all of this marketing noise and choice in information, they are less likely to believe when every brand says they are âthe bestâ, âthe newestâ, âthe fastestâ.... Â
This has resulted in consumers losing trust in advertising.
Q: Have you seen this with your consumers?
We create more data than ever before. I know this because my phone keeps reminding me that I have taken too many pictures of my baby daughter. We call this consumer generated content.
Beyond smart phones we are starting to see the rise of smart devices.
We are losing patience. When we want something, 24 hours is too long to wait for a product 15 min is too long to wait for a cab.
We have come to expect that the companies we do business with know us. My husband and I get our groceries from HelloFresh who deliver recipes all the ingredients you need to make them. Amazing right?
Anthony Fletcher | CEO, Graze
-consumers want an outcome not a product
-
*Changed to Waitrose example
From Lisa: âLame image. Not progressive.â
She feels like all these people images look the same â a person with a phone. She doesnât want any pics like that basically.
Across the Bazaarvoice network, mobile shoppers who view CGC convert 133% more;
*Added slide
*changed text & screenshots
She wants something here that illustrates communication between the manufacturer and the customer, but doesnât look like a stock photo of two people talking. Iâm struggling to offer a recommendation on this one, Iâm sorry!
As consumers have changed over that time, we have evolved our approach to consumer confidence to focus on 4 key areas to help our clients win:
Type of content- will the content influence consumers?
Volume of content- do you have enough of the right content to create relevance?
Reach of that content- can you get the content in front of consumers?
Insights from that content- how do you measure and improve?
As consumers have changed over that time, we have evolved our approach to consumer confidence to focus on 4 key areas to help our clients win:
Type of content- will the content influence consumers?
Volume of content- do you have enough of the right content to create relevance?
Reach of that content- can you get the content in front of consumers?
Insights from that content- how do you measure and improve?
Ratings and Reviews, photos and videos, opinions on the local dealer or brand experience; framed in the voice of âpeople like meâ is what gives them the confidence to buy.Â
 Our most successful clients give them everything they need whether reviews, photos, videos, answers, to help them rationalize their decision and to help influence future buyers.Â
Â
We like to think of this new kind of content as the perfect compliment to ratings and reviews, which can be more detailed, technical, or specific â like the left brain â vs social content which connects more with your emotions and your heart â more like the right brain.
*Added UK reviews from chubby stick but merged with US pictures @ top
As consumers have changed over that time, we have evolved our approach to consumer confidence to focus on 4 key areas to help our clients win:
Type of content- will the content influence consumers?
Volume of content- do you have enough of the right content to create relevance?
Reach of that content- can you get the content in front of consumers?
Insights from that content- how do you measure and improve?
As consumers have changed over that time, we have evolved our approach to consumer confidence to focus on 4 key areas to help our clients win:
Type of content- will the content influence consumers?
Volume of content- do you have enough of the right content to create relevance?
Reach of that content- can you get the content in front of consumers?
Insights from that content- how do you measure and improve?
When the voice of the customer becomes the key element of a contextual online marketing strategy
Request to use the API (access to +167,000 reviews)
Rules defined (> 3 Stars products)
2 separate campaigns with Next Perf
As consumers have changed over that time, we have evolved our approach to consumer confidence to focus on 4 key areas to help our clients win:
Type of content- will the content influence consumers?
Volume of content- do you have enough of the right content to create relevance?
Reach of that content- can you get the content in front of consumers?
Insights from that content- how do you measure and improve?
Please replace image with SKECHERS shoes.
Find another story -
As consumers have changed over that time, we have evolved our approach to consumer confidence to focus on 4 key areas to help our clients win:
Type of content- will the content influence consumers?
Volume of content- do you have enough of the right content to create relevance?
Reach of that content- can you get the content in front of consumers?
Insights from that content- how do you measure and improve?
*Added slide
From Lisa: âShow rewards visually.â
Maybe a catalogue with pictures that donât look super professional? Look more like what someone might post on Instagram. Like Urban Outfitters.