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eKom i- The Feedback Company


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eKomi is essentially a best-of-breed ratings company. This presentation explains how eKomi can help retailers leverage user-generated-content specifically in the form of customer reviews and ratings to increase sales, reduce returns, drive organic traffic and build trust and consumer confidence. eKomi’s market leading cloud-based feedback management platform is an essential component of your CEM, SEM, SEA, SEO and NPS programs as well as being central to your social media, social commerce and ecommerce strategies.

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eKom i- The Feedback Company

  1. 1. The Feedback Company David Aparicio, Social Commerce Consultant 1
  2. 2. Contents About eKomi Market snapshot How it works Online reputation management Why eKomi? Next steps
  3. 3. Company Profile• Headquarters in Berlin, Germany• Europe’s largest independent feedback company• More than 160 employees worldwide• More than 10,000 clients across 24 countries• Managed more than 8m customer reviews• Multiple language support
  4. 4. Who uses eKomi?
  5. 5. Do you read customerreviews? Price is less important when customer reviews are shown Almost all the top 50 online retailers have customer reviews
  6. 6. The 8 Top Ranked SocialTactics Sucharita Mulpuru, Vice- President and Principal Analyst at Forrester Research
  7. 7. Who do your Customers Trust?Recommendation from a friendRecommendation from an expertRecommendation from acustomer who made a purchaseRecommendation from a forumContent from blogs Source: Forrester Research 2011
  8. 8. Independent Research• 63% of customers said they tend to buy from online stores whichhave customer reviews & ratings (CompUSA & iPerceptions study)• 71% of online buyers read customer reviews, and 77% of theseinfluence the buying decision (Forrester and Jupiter Research)• Online consumer reviews are the second most trusted form ofadvertising (Nielsen, 2012 – 28,000 internet respondents in 56 countries)• Customer reviews represent the most important tool used byconsumers to guide and make their purchase (Gartner, 2012)
  9. 9. How eKomi Works Customer leaves feedback (feedback collection) Customer makes a eKomi purchase 2 reads, verifies and (feedback moderates the management 1 3 journey begins) feedback (feedback management) Prospective buyer Satisfied customer 6 4Prospective eKomi publishesbuyer decides to 5 the feedbackbuy something (feedback marketing)(social commerce) Prospective buyer reads the feedback/ UGC (social recommendation)
  10. 10. Pillars of eKomi
  11. 11. Customer & Product ReviewsCustomer reviews focus on the Product reviews focus on thecustomer experience and increase products and are displayed ontrust/ consumer confidence the individual product pages
  12. 12. Customer Reviews – FeedbackCollection Intelligent online questionnaire designed to guide the customer and maximise feedback
  13. 13. Customer Reviews – WidgetIntegrationWidget displays real-time reviews, sellerrating, stars and seal– with link to eKomicertificate page
  14. 14. Customer Reviews – Client
  15. 15. Product Reviews – FeedbackCollection Individually customised online questionnaire provides valuable product feedback e.g. size, fit etc
  16. 16. Product Reviews – IntegrationExample Product reviews are displayed directly on the product pages in order to increase the conversion rate and SEO
  17. 17. Product Reviews – Client ExampleSearch onGoogle for‘Akin Skin CareSandalwood &Neroli’ – thenstart removingkeywords
  18. 18. Other Feedback & Market Research Satisfaction surveys, competitor analysis, psychological purchasing patterns, purchase-path analysis etc Measure your results, organise data and access key statistics and reporting tools with the eKomi user interface
  19. 19. Powerful Tools for Marketing and PR Use your eKomi customer reviews and stars for both online and offline marketing campaigns and PR initiatives
  20. 20. Google ShoppingIntegration ofeKomi ProductReviews onGoogleShopping
  21. 21. Google Product SearchIntegration ofeKomi ProductReviews onGoogle ProductSearch
  22. 22. Google Price ComparisonIntegration of eKomi Seller Reviews on Google Price Comparison(You also get indexed on Google maps and Google Places)
  23. 23. Google Maps and Google Places Get indexed on Google Maps and Google Places
  24. 24. Stars and Reviews in Google AdWordsSeller ratingextensions giveyou increasedcredibility, moretraffic, higherCTR, enhancedquality score/lower CPC
  25. 25. eKomi Certificate Page in Google SEO optimised eKomi certificate page displaying enhanced seller profile and stars
  26. 26. Rich SnipppetsEnhanced visibilityand trust withinGoogle Search bydisplaying stars andother relevantinformation via RichSnippets integration
  27. 27. SEO Value – Content is KingeKomi deliverswhat Google arelooking for; selfperpetuating keywordrich, authentic, user generatedcontent that isbeing constantlyupdated and On average – we produce 30 words per reviewspread across (20% of 25k x 30 = 150k words/ UGC per month)multiple pages = SEO JUICE
  28. 28. Google Quality Score Spend less on Adwords than your competitors and achieve a higher ad positionQuality Score is a gradeapplied to your paid searchadvertising. The higher yourgrade, the less yourecharged and the moreprevalent your ads are.CTR x CPC x av. sellerrating x no. seller ratings= Quality Score
  29. 29. Management Information/ UI Comprehensive user interface provides real- time reporting and key management information via a PC or other internet enabled device
  30. 30. eKomi Facebook IntegrationeKomi pluginenables you todisplay yourreviews on yourFacebook pageSocialrecommendationtool lets thecustomer posttheir reviews ontheir wall
  31. 31. More Relevant with Social Sharing Letting customers post reviews directly to their favourite social networks will drive more traffic to your site while making you more relevant to customers Source: Forrester research
  32. 32. Facebook Connect/ F-CommerceSell products fromyour Facebook page
  33. 33. Online Reputation Management eKomi creates a controlled environment to manage your online reputation
  34. 34. Example – Using Multiple Portals Using multiple review portals will expose your brand to malicious feedback, anti- competitive behaviour and negative reviews
  35. 35. Example – Competitor Links
  36. 36. Example – Using eKomi Taking a proactive approach to reviews by using eKomi will protect your online reputation
  37. 37. Options – Managing CustomerFeedback• Reactive (Let public portals control your customer reviews)They are SEO experts and they own the content so you won’tsee any long-term benefits unless you are the review portal• Pro-active (Manage customer reviews in-house)In-house reviews are seen as testimonials which customersdon’t trust and the content is not indexed on Google etc• eKomi (Europe’s largest independent feedback company)We have the expertise, infrastructure and technology requiredto manage all your customer feedback requirements
  38. 38. Private Arbitration Process eKomi’s reputation management system enables customer and supplier to amicably resolve misunderstandings offline before negative reviews are published.
  39. 39. Why eKomi?• Customer reviews, product reviews, visitor feedback and surveys• Authentic and transaction-based reviews (customers trust UGC)• Neutral and Independent customer feedback (B2B and B2C)• All reviews are manually checked in addition to software/ algorithms• Private arbitration environment and process• Widget, seal, certificate page and voucher interface/ incentive• Key management information, reports and statistics• Google integration, Facebook plugin and social recommendation• Integration of stars and reviews in Google AdWords
  40. 40. The Return on Investment• Increase AOV, achieve higher conversion rates and build trust• Improve CTR with stars and reviews in Google AdWords• Increase in sales/ profit and reduced return rates• Increase organic SEO traffic and Google rankings• Use feedback to make improvements across all departments• Reduce online marketing costs and initiate new viral campaigns• Lower CPC and enhanced Google quality score• Integrate reviews and ratings into your CEM programs• Optimise SEM, SEA & SEO strategy and grow your NPS number
  41. 41. eKomi Customer Study – Sales 58% said orders have increased by 31% or more since implementing eKomi
  42. 42. eKomi Customer Study – Traffic 54% said traffic has increased by 31% or more since implementing eKomi
  43. 43. eKomi Roadmap• Scheduled features • iPad/ tablet et solution Available now • Happy customer counter Available now • Social broadcast Q4 2012 • Multi-channel mobile app Q1 2013 • Social login Q2 2013
  44. 44. Next Steps• Schedule a discovery session• Discuss commercials/ trial period• What are you waiting for?(We guarantee your business will benefit)• Get started today!