Get in the Game: Are You Missing the Mark Online?

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Resource Interactive
Tip Rose, Director of Branded Manufacturing & Service
Molly Metzger, Experience Strategist

Bazaarvoice
Chad Bockius, Director of Product Marketing

Competition among manufacturing brands is fierce. Televisions, kitchen appliances, flooring, electronics...it's a crowded market amongst each category, and most manufacturers are missing out on a prime opportunity to get ahead in the game the digital channel.

In this presentation, we:
- See how manufacturers successfully use the digital channel
- Gain insights and specific tactics on how you can take advantage of the digital channel
- Look into what's next as we reveal emerging technologies that heighten consumer empowerment

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Get in the Game: Are You Missing the Mark Online?

  1. 1. Get in the Game: Are You Missing the Mark Online? Presented by Resource Interactive & Bazaarvoice June 25, 2009 COPYRIGHT 2009 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.
  2. 2. • Monthly webinar series • iCitizen mission: Take a deep dive into the opportunities and challenges offered by the new breed of consumer—the iCitizen • Topics ranging from social media to consumer personas and beyond • 2010 Symposium back in Columbus, Ohio • For more information, visit: www.resource.com/icitizen
  3. 3. speakers Tip Rose, Director of Branded Manufacturing and Services Molly Metzger, Experience Strategist Chad Bockius, Director of Product Marketing
  4. 4. agenda • Manufacturers and Digital Media • The OPEN Assessment • Get In The Game – Bazaarvoice • What’s Next • Getting Started • Questions
  5. 5. MANUFACTURERS AND DIGITAL MEDIA
  6. 6. importance of a manufacturer’s website Source: Forrester Research
  7. 7. importance of a manufacturer’s website Source: Channel Intelligence & Forrester Research
  8. 8. why digital? • Enables manufacturers to speak directly to consumers • Allows manufacturers to pre-sell their products and brand to consumers • Can provide manufacturers with customer data that they otherwise would need to rely on their retail partners for • Can provide dealers / channel partners with easy access to marketing and sales assets
  9. 9. digital is the connector BUILD RELATIONSHIPS ENABLE DRIVE SELF-SERVICE TRIAL DRIVE ENABLE SALES ADVOCACY FACILITATE PROVIDE PORTABILITY SOLUTIONS TARGET MESSAGES Web-and-Spoke Model Source: Resource Interactive, 2008
  10. 10. evolution of manufacturers online • 2007 Resource Interactive study revealed that manufacturers were behind their retail and CPG counterparts when it came to their online experience • Have seen improvement over last 24 months as manufacturers have begun to understand the value of their online assets • Leveraging more sophisticated technology such as Bazaarvoice and Endeca to provide better decision support for users • Looking to the web as a way to effectively launch new products (ie Turbo Chef, Philips) • Beginning to test social media and mobile as additional ways to connect with potential buyers • Adding eCommerce functionality despite perceived channel conflict
  11. 11. opportunities still exist • Organizational silos continue to limit online customer experience • Limited staffing as compared to retail counterparts makes it challenging for manufacturers to keep content fresh • Little use of existing online communities (facebook, myspace, etc) to support brand - build vs. leverage mentality • Not leveraging feedback in meaningful way • Little drive-to-site focus as part of advertising messaging / communications
  12. 12. THE O.P.E.N. ASSESSM ENT
  13. 13. what is OPEN?
  14. 14. On-Demand Personal Engaging Networked Defining Traits of O.P.E.N. • Efficiency • Acknowledgement • Participation • Self-expression • Ease • Dialogue • Belonging • Ego gratification • Control • Customization • Immersion • Portability • Findability • Privilege • Entertainment • Community • Instantaneousness • Popularity • Inspiration • Meaningful change A strategic framework to fuel relevant experiences for the social-web empowered consumer and communities.
  15. 15. WORLDVIEW OF A WORLDVIEW OF CLOSED BRAND AN OPEN BRAND Fosters Communities Targets Consumers of Consumers Monologue Dialogue / Trilogue Awareness Engagement Push Pull Guarded Communications Transparent Communications Created by Marketers Co-created with Consumers Brand Management Brand Stewardship
  16. 16. AWARENESS CONSIDERATION SELECTION PURCHASE LOYALTY Mass Friends & Store At-shelf/on- Media Neighbors staff pack message messaging Impact of traditional brand communications at the onset of the consumer purchase journey is decreasing
  17. 17. a new consumer journey Facebook page Mobile Facebook fan page Store visit Ratings Search & result reviews Web site LISTEN BUILD FACILITATE SUPPORT REENGAGE & & LEARN AWARENESS PARTICIPATION PURCHASE EMPOWER
  18. 18. O.P.E.N. assessmentSM methodology • Scored 15 sites within three overarching categories (major appliances, outdoor & consumer electronics) • Auditors were given a specific task to complete that was consistent across the sites they reviewed (i.e. interested in purchasing a flat-panel TV) • Auditors were focused on a single category for their review • Sites were scored using a 1-5 scale on each of the four OPEN criteria (On-Demand, Personal, Engaging, Networked)
  19. 19. On-Demand
  20. 20. on-demand • Had the highest scores overall as manufacturers have improved their product selection and how to buy content • Major Appliances stood out as they have done an exceptional job at making their product the hero and visualizing it in a myriad of room settings and colors • Consumer Electronics stood out for their how-to-buy content but overall are falling behind their manufacturing peers in terms of overall ease-of-use
  21. 21. on-demand: GE
  22. 22. on-demand: Char-Broil
  23. 23. on-demand: Sony
  24. 24. on-demand: Samsung
  25. 25. Personal
  26. 26. personal • Scores were low across the board, with the Major Appliances manufacturers being the lowest • Loyalty programs were common – particularly within Consumer Electronics – but most had a hard time communicating their value to the user • Samsung’s Ask & Answer stood out among the crowd in addition to its ratings and reviews • Weber & Char-Broil both stood out for their dialogue with consumers
  27. 27. personal: Panasonic
  28. 28. personal: Weber
  29. 29. personal: John Deere
  30. 30. Engaging
  31. 31. engaging • Scores were much more sporadic within this area • Despite having leading edge products, the Consumer Electronics sites we reviewed were severely lacking in their ability to engage users’ interest • Sub-Zero & Char-Broil stood out from the pack with highly engaging experiences that were specific to their brand • While product demos were common, Weber, Char-Boil and John Deere stood out as they showed demos featuring the product in use – although this was not consistent across products
  32. 32. engaging: Sub-Zero
  33. 33. engaging: Whirlpool
  34. 34. engaging: Toro
  35. 35. Networked
  36. 36. networked • Scores were the lowest within this criteria, signaling a significant opportunity for manufacturers • With the exception of Weber Nation, the outdoor category scored surprisingly low given the level of enthusiasm associated with the category • KitchenAid stood out as a bright spot with its high traffic discussion forums and use of Facebook & YouTube • All of the brands we reviewed who were attempting to develop a community were doing so via creating their own community – an expensive option in today’s networked world
  37. 37. networked
  38. 38. networked
  39. 39. networked
  40. 40. GET IN THE GAME – BAZAARVOICE
  41. 41. word-of-mouth is highly positive » 80% of all reviews are positive » Average rating of 4.3 out of 5 across all customers
  42. 42. advocates want to connect at your site
  43. 43. Nike ratings & reviews
  44. 44. impact of ratings & reviews Engagement 74% higher engagement with reviews compared to marketing copy alone Purchase Intent 82% increase in “buy now” click throughs In-Store Sales 44% increase by leveraging review content on shelf tags Direct Conversion 35% higher conversion site wide Confidential and Proprietary. © 2007 Bazaarvoice, Inc. 44
  45. 45. Samsung ask & answer
  46. 46. impact of ask & answer Capture an entirely new audience Only 4% of question askers have previously written a review Reduce pre-sale calls Products with 3 or more question and answers saw 81% decrease in call center volume Increase sales Products with 2 or more answers saw a 22% increase in conversion Confidential and Proprietary. © 2007 Bazaarvoice, Inc. 46
  47. 47. more reviews = more sales Source: Bazaarvoice analysis of cross-section of Bazaarvoice clients
  48. 48. Epson review syndication
  49. 49. WHAT’S NEXT
  50. 50. leverage existing communities
  51. 51. extend the customer’s voice
  52. 52. reach through the channel to help customers buy
  53. 53. GETTING STARTED
  54. 54. get started • Understand the value/purpose of your website • Conduct an OPEN Assessment to understand gaps in current experience • Start a dialogue with your customers online • Amplify your customer’s voice (i.e., mobile, syndication) • Learn from each customer engagement
  55. 55. dialog Let’s talk.
  56. 56. thank you GET AN OPEN ASSESSMENT START THE CONVERSATION trose@resource.com chad@bazaarvoice.com www.resource.com/icitizen

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