Feedback in Real-Time
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In his presentation, 'Reviews in 2016', Feefo CCO, Matt Eames, shares how businesses are evolving to take advantage of new technology, innovation and trends to provide quick and easy shopping solutions, while still ensuring they have opportunities to harness the benefits of collecting genuine feedback.
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Feedback in Real-Time
- 1. Feedback in real-time How brands are connecting with customers on the move. Matt Eames CCO
- 2. Today’s topics • The latest trends in reviews • Real, relevant and responsive • Their voice in their way • Wrapping up
- 4. Latest from BrightLocal 92%of consumers now read reviews (vs. 88% in 2014) 44% 40%of consumers form an opinion after reading just 1- 3 reviews (vs. 29% in 2014) 38%of customers are impressed with a mobile optimised website (vs. 25% in 2013) say a review must be written within a month to be relevant
- 5. And fake reviews? “Do you trust online reviews as much as personal recommendations?” 2013 20152014 31% 21% 22% “Yes, if I believe they’re authentic” • Real reviews are increasingly important • Authenticity is the most important factor in trusting online reviews • Positive reviews are less influential (7% decrease year-on-year) Source: BrightLocal Consumer Report 2015
- 6. In a nutshell Consumers are increasingly using reviews to make buying decisions Reviews need to be recent, relevant and reliable Shoppers make buying decisions more quickly Mobile is an increasingly popular platform for shopping
- 7. Real, relevant and responsive Using latest trends to connect with customers
- 8. Who are ‘millennials’ ? Born between 1980 2000 “A different world, a different worldview. Millennials have grown up in a time of rapid change, giving them a set of priorities and expectations sharply different from previous generations.” Source: Goldman Sachs
- 9. Convenience is king 1/3of millennials agree that smartphones will become their main purchasing tool Source: PwC
- 10. The power of feedback 29%Of millennials age 18-24 cite reviews as one of their most important decision factors Source: Barclays Feedback Economy Report
- 12. McDonalds are moving with the times Source: McDonalds “To improve the overall customer and employee experience: …self-ordering kiosks, handheld terminals and cashless payments.”
- 13. A helping hand Relevant and reliable reviews on the fly.
- 14. Near Field Communication (NFC) • Leave feedback at the point of sale • Multiple touch points • Resolve issues at the time
- 17. Their voice Their way Empowering consumers to leave feedback the way they want to
- 18. Persuasive UGC Source: Crowdtap 59% 54% 53% 46% 45% 40% Electronics Appliances Mobile Phones Hotels Travel Plans Cars Percentage of consumers influenced by User Generated Content (UGC)
- 19. The Evolution of Content
- 20. WikisQ and A sites Blogs Video ReviewsCompetitions Social Media Photos Forms of UGC
- 21. Benefits of UGC UGC videos get more views than brand owne content10x Source: KissMetrics
- 22. Benefits of UGC of search results for the world’s 20 largest brands are linked to UGC 25% Source: KissMetrics
- 23. Case Study: Burberry Sales surged 50% Y-O-Y following launch of site
- 24. Case Study: Starbucks Starbucks earned publicity and proved that they strongly value customer feedback
- 25. Case Study: Coca-Cola increase in US sales 2%
- 26. Bringing reviews to life Unlocking the potential of reviews with photo and video
- 27. Bring Reviews to Life! 90%of information transmitted to the brain is visual.
- 28. Bring Reviews to Life! visuals are processed 60,000x faster in the brain than text
- 29. Benefits of Video video now appears in 70% of the top 100 search results listings
- 30. Benefits of Video 85%of customers are more likely to purchase after watching a product video. Source: Kissmetrics
- 31. Bring Reviews to Life! increase in views on content that has relevant images 94% Source: Kissmetrics
- 34. …can have massive impact • 136 million views in 3 days • Sold out on Amazon, Walmart, Toys R Us and many more • Now selling for $300 on Ebay!
- 35. Customers will give you video reviews…
- 36. Customers will give you video reviews…
- 37. …even for the strangest of things!
- 38. …even for the strangest of things!
- 39. Wrapping up Using a reviews platform to collect genuine reviews
- 40. A bit about us…
- 41. Benefits to your business 17%boost to CTR on ads on average… …building trust with potential customers and driving qualified traffic… …and increasing traffic and conversions by as much as 35% as a result Verified reviews contribute to seller ratings (stars) in search listings… Source: Google Source: Google Source: Kiss Metrics
- 42. What to do tomorrow… • Make sure your reviews improve your website traffic, on-site conversions and sales • Ensure customers can read, leave and trust reviews on the move
- 43. What to do tomorrow… • Use reviews to gain actionable insights • Identify trends and themes in feedback • Ask custom questions for targeted responses • Create reports across multiple levels • Ensure you are investing in genuine reviews – and maximising the benefits!
Editor's Notes
- Burberry launched The Art of the Trench website in 2009, where users could upload and comment on pictures of people wearing Burberry products. Burberry’s ecommerce sales surged 50% year-over-year following the launch of the site.
- Starbucks’ White Cup Contest launched in April 2014. Customers across the country were asked to doodle on their Starbucks cups and submit pictures as entries. The winning entry would be the template for a new limited edition Starbucks cup. Nearly 4,000 customers submitted entries in a three week span. The contest was a great way for Starbucks to earn publicity and prove that it strongly valued customer feedback.
- To help boost top-of-mind awareness, Coca-Cola created the “Share a Coke” campaign, throughout which the company produced Coke bottles with customers’ names on the labels and handed them out throughout different cities, in order to increase its exposure on Twitter. Customers were then asked to share the pictures of their personalized coke bottle on Twitter and other social media platforms. The company attributes the campaign to a 2% increase in U.S. sales after over a decade of declining revenues.