1. BACKGROUND
NETGEAR is a global networking company headquartered in San Jose, California with
offices in 25 countries worldwide. Its products are sold in over 45,000 retail locations
around the globe, and through approximately 36,000 value-added resellers.
NETGEAR’s self-stated aim is to “deliver innovative products to consumers, businesses
and service providers” and to achieve this the company’s products are built on a variety
of proven technologies with a focus on reliability and ease-of-use. The product line
consists of wired and wireless devices that enable networking, broadband access and
network connectivity, both at home and in a business environment. These products are
available in multiple configurations to suit the requirements and address the needs of
the end-users in each geographic region in which the company’s products are sold.
NETGEAR has long been aware of the importance of social media; and in particular the
power of user-generated social media, and acknowledges that user-generated content
is now one of the most trusted forms of marketing and should be at the forefront of any
marketing campaign.
PROBLEM
For brands, creating and implementing relevant and engaging content can be a
challenge. The NETGEAR client team was aware that conversations from consumers, fans
bloggers etc. were already taking place online and they needed to find a way to harness
this rich content.
Social-Vue was appointed to look at content curation (finding, organising and sharing
the best and most relevant content on a specific topic). A single bad review, blog, tweet,
Facebook comment or video can seriously and negatively impact product sales. From
the moment a consumer begins researching to the point at which they make a purchase,
online reviews and social media play a vital role in the decision making process. In the
past, to showcase user generated social content NETGEAR directed its consumers to
offsite destinations such as Facebook, Twitter and YouTube - but for these platforms to be
effective the company’s customers need to find product content relating to the item they
are interested in buying, they will also need to have Facebook or twitter accounts.
“FOR BRANDS,
CREATING AND
IMPLEMENTING
RELEVANT AND
ENGAGING
CONTENT
CAN BE A
CHALLENGE.”
Company Name:
Social-Vue
Company Website:
www.social-vue.com
Geographic Region:
Essex, England

2. “WE ARE NOW
LEVERAGING OUR
CUSTOMERS TO
CREATE NEW
ONES”
SOLUTION
Social-Vue conducted a keyword search across a wide
variety of social platforms including Facebook, Twitter,
Instagram and YouTube, using product search terms and
hashtags.
The content was then categorized and curated, removing
all negative and inappropriate content; then ranked,
organised and integrated into an easy-to-navigate visual
portal that sits within an iframe in target specific locations
on the NETGEAR website.
As a result, NETGEAR customers now have the option to
engage with all the latest user comments, blogs, product
videos and reviews about a specific product - without ever
leaving our website.
“Social-Vue has really allowed us to harness
the activity our brand has within Social Media.
We are now leveraging our
customers to create new ones.”
RESULTS
INCREASED CONSUMER ENGAGEMENT BY GIVING NETGEAR ITS OWN
SOCIAL PORTAL DEDICATED TO THE PRODUCT;
INCREASED TIME SPENT ON PRODUCT PAGES BY DISPLAYING
ENGAGING VIDEOS, PICTURES, TIPS AND COMMENTS FROM HAPPY
CUSTOMERS;
DELIVERED OVER 1.1 MILLION PIECES OF USER GENERATED SOCIAL
MEDIA IN NEAR-REAL TIME DURING DECEMBER 2014;
SHOWED 3.75 HOURS OF PRODUCT VIDEOS IN NOVEMBER 2014;
REDUCED MARKETING SPEND ON CREATING CONTENT.
INCREASED CONVERSION TO THE BUY NOW BUTTON BY 9.5% SINCE
INTEGRATION.
Since integrating the Social-Vue solution in October 2014
NETGEAR has seen impressive increases in consumers
using the company’s “buy now” button after interaction
with Social-Vue.
In particular the company saw uplifts of over 70% on
its top-selling R7000 & R7500 routers. The return on
investment for NETGEAR has been described as “both
significant and immediate”.
ROB WELLS
Senior Director,
Northern Europe.
ROB WELLS
Senior Director, Northern Europe.