Trusted Social Commerce Attracts More Traffic


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Consumers engage more with retailers and brands that they trust. In this first of four presentations, you will learn what trust features you can add to your Social Commerce experience that will bring you more audience.

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Trusted Social Commerce Attracts More Traffic

  1. 1. Make Your Social CommerceExperience More Trustworthy Part 1: Increase Trust, Grow Traffic
  2. 2. Trust is Essential to Social Commerce of consumers say that trustworthiness84% is required in order for them to interact with a brand, The Elements of Trust, June 2012 © Demand Media 2013 All rights reserved 2
  3. 3. Consumers Primarily Trust Those They KnowIBM asked consumerswho they trust Customer reviewsto provide honest 14%feedback and suggestions Family/Friends Productabout products 48% experts 12% Manufacturer 16% Retailer 10% IBM Institute for Business Value, 2012 © Demand Media 2013 All rights reserved 3
  4. 4. 5 Factors that Influence Your Social Trustability IDENTITY OWNERSHIP When participants are encouraged to use ATTRIBUTES Verified product When product reviewers ownership is critical as their real names, the and others are identified consumers are diving trustability of the with structured attributes deep into features and social experience or characteristics, their experiences goes up relevancy and trustability grows RELATIONSHIP EXPERIENCE When it’s easy for Demonstrated product, participants to see category and skill how they are experience on the part connected they can of content contributors find trustworthy, is often even more personally relevant important to consumers information © Demand Media 2013 All rights reserved 4
  5. 5. Trust is Important at Every Stage 1 TRAFFIC ENGAGEMENT 2 New consumers are more Trust that comes from attracted to your brand by consuming useful content in trusted connections and the company of likeminded people creates emotional content bonds TRUST 4 LOYALTY CONVERSION 3 Rewarding contributors who Direct and detailed product are credible and helpful experiences, tied to known, surfaces your most trustworthy credible sources, inspire more customers and bigger transactions © Demand Media 2013 All rights reserved 5
  6. 6. Traffic: Getting More into the FunnelAttracting new consumers to yourbrand and products is an ongoingactivityBrands typically invest in lots ofawareness generating vehiclesYou can build features into yourSocial Commerce experience thathelp consumers find you andinspire their trust in your brand © Demand Media 2013 All rights reserved 6
  7. 7. Sharing with Friends Creates TrafficLetting consumersshare their insightsand enthusiasmwith their socialnetwork ensuresthat personallyrelevantinformation,founded in aknown Canadian e-tailer rewards shoppers who sharerelationship, rises their product discoveries with friends. They understand theto the surface effect on traffic of trusted friends’ invitations. © Demand Media 2013 All rights reserved 7
  8. 8. Consumer “Likes” Create TrafficGiving consumerseasy mechanismsfor providingproduct feedback,like ratings orrecommendations,increases yourvolume of trusted,shared content Home Improvement e-tailer HomeClick lets consumers recommend blog content, forum posts and other Social Commerce content © Demand Media 2013 All rights reserved 8
  9. 9. Real Identities Create TrafficEncouragingSocial Sign Onleads to socialexperiences thatare built upon real,trustable displaynames fromFacebook andother services AARP markets financial products to its nearly 4 million community members. To create a trusted Social Commerce environment, AARP encourages the use of real display names. © Demand Media 2013 All rights reserved 9
  10. 10. Search Optimized Content Creates TrafficBy ensuring yourReviews, Forums,Blogs andComments aresearchable, yourbrand becomesincreasingly linkedwith contentconsumers aresearching for Black & Decker’s product reviews perform well in search, giving consumers product information they are looking for with links to a credible, trusted brand © Demand Media 2013 All rights reserved 10
  11. 11. Gamification Surfaces Trusted ConsumersUsing Points,Badges andLeader Boards toreward particularbehaviors canhelp identify andencourageconsumers whohave earned thetrust of others In Nestlé’s Very Best Baking community, members win Brownie Points for being active, helpful and knowledgeable. This has surfaced the brand’s most trusted and influential enthusiasts. © Demand Media 2013 All rights reserved 11
  12. 12. Social Commerce, Trust and TrafficTrust is essential to Social In particular, you can attract newCommerce consumers withTrust influences every stage • Sharingof the customer lifecycle • Real identities • “Likes” and other reactionsYou can create a Social • Search optimized contentCommerce experience thatinspires Trust • Gamification © Demand Media 2013 All rights reserved 12
  13. 13. About PluckIntegrated customer interaction platformDistinguished by its breadth of featuresand versatility, with product reviewsand much moreUsed by 600+ retailers and brandsEnables them to• grow their audience• accelerate product sales, and• ensure customer delight © Demand Media 2013 All rights reserved 13
  14. 14. Pluck is the Choice of Market Leaders © Demand Media 2013 All rights reserved 14
  15. 15. This Presentation is Part of a SeriesLook in SlideShare for the other presentations in Pluck’sTrusted Social Commerce series:Trusted Social Commerce Fosters EngagementTrusted Social Commerce Increases ConversionTrusted Social Commerce Produces Loyalty © Demand Media 2013 All rights reserved 15
  16. 16. To Learn More… (+1) 512 457 5220 © Demand Media 2013 All rights reserved 16