Consumers engage more with retailers and brands that they trust. In this third of four presentations, you will learn what trust features you can add to your Social Commerce experience that will increase your conversion rates and your average order value.

1. Make Your Social Commerce
Experience More Trustworthy
Part 3: Increase Trust, Improve Conversion

2. Consumer Trust in Brands has Eroded
Trust Percentage of
trustworthy
is an essential brands
ingredient of Social
Commerce. 52%
But trust in brands has
22%
fallen precipitously in
the last decade.
1997 2008
Young & Rubicam BrandAsset Valuator
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3. Consumers Primarily Trust Those They Know
Nielsen asked 28,000
consumers about Trust and
Social Commerce
Trust completely/ Don’t trust much/
somewhat at all
Recommendations from people I know 92% 8%
Consumer opinions posted online 70% 30%
Editorial content e.g., newspaper article 58% 42%
Branded websites 58% 42%
Emails I signed up for 50% 50%
Display ads 16% 84%
Mobile text ads 15% 85%
Nielsen, 2012
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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
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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
content people creates emotional
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
customers
more and bigger
transactions
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6. Conversion: Customer Transactions
Conversion is the ultimate payoff
for your Social Commerce
investments
Successful Social Commerce
accelerates rates of purchase and
boosts your AOV
Trust gives consumers the
confidence to do business with you
Certain Social Commerce features
can influence the trustworthiness of
your shopping experience
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7. Category Discussions Inform
Provide a place for consumers and
staff to talk about product
categories, features, selection and
usage, and you end up with
content that offers both SEO and
educational value
More consumers will find you
And your brand becomes more
credible and authoritative
Whole Foods uses Forums to involve
customers in discussions of dietary and
nutrition issues, by food product
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8. Product Reviews Influence Purchases
Product Reviews serve up other
consumers’ experiences with a
product under consideration
Reviews are more trustworthy
when they can be filtered by
contributor type and when they
deliver feedback on particular
product attributes
Redbox injects Trust into its movie reviews
by allowing shoppers to filter for Friends’ or
Featured Reviewers’ contributions
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9. Feature Answers Reassure Consumers
Surrounding your products
with Q&A experiences lets
shoppers gain confidence from
experienced customers and
subject matter in your product
features
Your Staff should ensure that
responses are timely and
accurate.
UK home improvement chain Homebase
lets customers and staff respond to
gardening product questions
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10. Customer Experiences are Real Stories
Customers’ project journals,
enhanced with photos and videos,
are a great source of genuine,
trustworthy, product information
Blogs are a ideal platform for
Customer Experiences
In Black & Decker’s Step By Step series, do-it-
yourselfers share illustrated details of their home
improvement projects and the tools they used
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11. Gamification Motivates Influencers
Points and Badges capture
consumers’ participation,
credibility and
trustworthiness
Leader Boards can showcase
influencers and respected
contributors
Public display of these
achievements builds Trust in
your Social Commerce
experience SHOP.CA rewards consumer purchases,
but also offsite word-of-mouth marketing
and return visits and purchases that result
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12. Social Commerce, Trust and Conversion
Consumers demand Trust in Conversion is the ultimate goal of
their Social Commerce e-Commerce
experiences
You can accelerate and
Trust influences every stage of increase conversions using
the Social Commerce cycle
• Category Discussions
You can takes steps that build
• Product Reviews
Trust into your Social Commerce
experience • Feature Answers
• Customer Experiences
• Gamification
© Demand Media 2013 All rights reserved 12

13. About Pluck
Integrated customer interaction platform
Distinguished by its breadth of features
and versatility, with product reviews
and much more
Used by 600+ retailers and brands
Enables them to
• grow their audience
• accelerate product sales, and
• ensure customer delight
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14. Pluck is the Choice of Market Leaders
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15. This Presentation is Part of a Series
Look in SlideShare for the other presentations in Pluck’s
Trusted Social Commerce series:
Trusted Social Commerce Attracts More Traffic
Trusted Social Commerce Fosters Engagement
Trusted Social Commerce Produces Loyalty
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16. To Learn More…
info@pluck.com
www.pluck.com
(+1) 512 457 5220
twitter.com/Pluck
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