Taking your programs to the next level and getting customers talking about your brand - Learn how one of the world’s largest brands has tapped in to word of mouth through their Bazaarvoice partnership. During the roundtable we will share the four pillars of a successful WOM program. We will spend time brainstorming tactics on how to acquire word of mouth content and how to leverage and amplify the content you have collected.

1. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.1
Authentic reviews drive shopper experience
consumer lifetime
value
page views/monthconversion lift YOY increase in retailer
review volume
2X4% 5M+ 26%

2. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.2
…and provide a recurring insights & content source
Make sure to get the Ultra Fine Eyeliner Brush
to get the perfect application…“

3. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.3
Ask
Absorb
Action
• Minimum of 2 evergreen content asks
• 1-2 targeted programs every 12 months
• Leverage existing campaigns where possible
• Participate in quarterly content reviews
• Share WOM content with internal divisions
• Build WOM check-ins into ongoing decision process
• Build relationships by responding to consumers
• Modify content & education in response to issues
• Consider consumer voice in new/improved products
Amplify
• Digital & social media
• Traditional & display ads
• Targeted marketing
Active WOM program cycle (increasingly complex)

4. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.4
AnnualWOM PlanBrand marketing planBest practices
Success:
Integrate Bazaarvoice best practices with existing marketing plans
Ask
Absorb
Action
Amplify
=+

5. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.5
Syndication
(to relevant retailers
in network)
Brand Site
Facebook
Mobile
Volume Generating Tactics Review Content “Home”
From: Magnum Ice Cream<MagnumIceCream@email.magnumicecream.com>
Date: October 24, 2013 7:15:18 AM EDT
To: nanny.gong@gmail.com
Subject: Bring Out the Stars for Magnum—Rate Your Favorites Now!
Reply-To: Magnum Ice Cream <MagnumIceCream-
ctg1aeb76aacoubaqgl5knjgsakgaoqq@email.magnumicecream.com>
To ensure that you continue to receive Magnum®
e-mails (and prevent them from being filtered as spam),
please add MagnumIceCream@email.magnumicecream.com to your e-mail address book.
Are you starry-eyed over Magnum®
Ice Cream? Is it 5-star worthy?
Rate your favorite flavors now–your stars will guide the other
pleasure seekers.
Don't just enjoy your Magnum®
. Bring out the stars for it!
Facebook
Twitter
Email
Homepage
Success example:
Magnum ice cream

6. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.6
Ask

7. Targeted Tactics (only 1-2 per yr)Evergreen Tactics (easy, on-going)
1. Triggered emails from site actions
(e.g., coupons)
2. Spotlight w/in email newsletters
3. Social media leverage
1. Incentives/Sweepstakes
2. Email blast w/dedicated reviews CTA
3. Sampling programs
4. Live events
5. Integration with larger brand campaigns
Set annual volume goals and be proactive
in an always-on content gathering plan.

8. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.8
Evergreen Tactics
Add Ratings and Reviews CTA as a core
element in your content strategy
Post Interaction Email Facebook PostsCRM
Ask

9. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.9
Ratings and Reviews Sweeps/Contests
drive volume and brand engagement
Targeted Tactics
Ask

10. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.10
Amplify

11. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.11
Amplification recommendations:
Replay consumer conversations in store & media
One-time Tactics (12 month period)“Always On” Amplification
• Retail Syndication
• Mobile Integration
• Facebook publishing
• SEO optimization
• Digital media with review content
• Print media with review content
• Broadcast media with review content
• Shopper marketing with review content

12. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.12
Amplify
Ratings
& Reviews
Owned Assets
Ads
Email
+35%
Click-Through Social
+78%“Buy Now” Increase
(CPG Avg)
+79%Conversion Rate
+193%
Click Thru

13. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.13
Absorb

14. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.14
Understand what your consumers are
saying about your products and brand
Learn who your top detractors and
promotors really are
Absorb

15. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.15
Action

16. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.16
Review Content Drives Insights
Reviews can serve as your 24 x 7 focus group:
always on and always authentic
Action

17. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.17
Consumers BrandsRetailers

18. Confidential and Proprietary. © 2015 Bazaarvoice, Inc.18
Thank you and Q&A