Trusted Social Commerce Produces Loyalty


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Consumers engage more with retailers and brands that they trust. In this final of four presentations, you will learn what trust features you can add to your Social Commerce experience that inspire genuine, enduring loyalty in your customers, loyalty built on the passions at the core of your brand and your online experience.

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Trusted Social Commerce Produces Loyalty

  1. 1. Make Your Social CommerceExperience More Trustworthy Part 4: Increase Trust, Intensify Loyalty
  2. 2. Why Trust is Important “Tell me if you have ever done this in relation to a company you do not trust” Refused to buy their products or 84% use their servicesLack of Trust Criticized themhas serious to people 77% you knowconsequences Refused tofor brands do business 76% with them Shared your opinion and experiences 36% on the Web Edelman Trust Barometer © Demand Media 2013 All rights reserved 2
  3. 3. 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 © Demand Media 2013 All rights reserved 3
  4. 4. Consumers Primarily Trust Those They KnowNielsen asked 28,000consumers about Trust andSocial 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 © Demand Media 2013 All rights reserved 4
  5. 5. 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 5
  6. 6. 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 credible sources, inspire more and bigger transactions trustworthy customers © Demand Media 2013 All rights reserved 6
  7. 7. Loyalty: Enduring Affinity, Long-lasting ValueTrue Loyalty is about consumersforming a long-lasting connectionwith your brandLoyalty provides deep value for bothyour customers and your brandTrust is at the core of Loyalty thatconsumers bestow upon youLoyalty-focused brands identify theirloyalists and work with themCertain Social Commerce featurescan influence your trustworthiness © Demand Media 2013 All rights reserved 7
  8. 8. Gamification Surfaces your LoyalistsUse gaming features likePoints, Badges and LeaderBoards to reward consumerbehaviors that enhance thelevel of Trust in your SocialCommerce experience The Cleveland Cavaliers reward fan participation, but the highest rewards go to contributors the community respects © Demand Media 2013 All rights reserved 8
  9. 9. Topical Discussions are a ShowcaseEncourage your loyalcustomers to add theirvoice to your SocialCommerce experiencewith a conversation-friendly featuresAdd Blogs, Forums, andComments to your siteAnd be sure to rewardand promote your mosthighly regardedcontributors HomeClick gives its most prolific and best regarded customers many opportunities to contribute, and acknowledges their efforts © Demand Media 2013 All rights reserved 9
  10. 10. Social Connections Create 1:1 InfluenceMake it easy for yourmost loyal customers toinfluence others on apersonal levelImplement provenfeatures like Friending,Following andMessaging in your ownSocial Commerceexperience UK home improvement chain Homebase has built social networking features into its Social Commerce experience © Demand Media 2013 All rights reserved 10
  11. 11. Social Media Bridges Enable WOMMake it easy for yourloyal customers to gowhere their friends andfamily members are, totalk about their greatexperience with yourproducts and yourbrandBuilt bridges to popularsocial mediadestinations like Word of Mouth is core to SHOP.CA’s SocialFacebook and Twitter Commerce strategy. The online retailer encourages customers to share their experience off the site © Demand Media 2013 All rights reserved 11
  12. 12. Social Commerce, Trust and Loyalty Consumers demand Trust in Loyalty is about creating an their Social Commerce enduring customer connection experiences You can accelerate and Trust influences every stage of increase conversions using the Social Commerce cycle • Gamification You can takes steps that build • Topical Discussions Trust into your Social Commerce experience • Social Connections • Social Media Bridges © 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 Attracts More TrafficTrusted Social Commerce Fosters EngagementTrusted Social Commerce Increases Conversion © Demand Media 2013 All rights reserved 15
  16. 16. To Learn More… (+1) 512 457 5220 © Demand Media 2013 All rights reserved 16