Aujourd'hui, les médias sociaux sont un vecteur de conversations quotidiennes. Cela veut dire que des milliards de conversations, qui étaient autrefois d'ordre privé, sont à présent rendues publiques sur les réseaux sociaux. Les publications effectuées sur les réseaux sociaux constituent une opportunité unique pour capter les opinions des consommateurs et séduire les clients. L'utilisation conjointe des évaluations et des contenus sociaux de qualité permet de mettre en place une expérience d'achat plus riche, en s'adressant pleinement aux futurs clients tout en leur présentant des produits plus efficacement.
Learn how retailers and brands are thinking about programs that benefit themselves, their partners, and their customers by bringing the right content to the consumer at the point of purchase, most specifically in the online space.
Teilen Sie die Leidenschaft Ihrer Kunden: Wie Sie Interaktionen in sozialen N...Bazaarvoice
Heutzutage finden viele Gespräche in sozialen Netzwerken statt. Das bedeutet, dass Milliarden von Unterhaltungen, die früher ausschließlich offline stattfanden, nun über soziale Netzwerke für jedermann zugänglich sind. Beiträge in sozialen Netzwerken bieten die Möglichkeit, die Meinung von Kunden einzufangen und Käufer auf effizientere Weise als jemals zuvor zu binden. Die Kombination aus Bewertungen und umfassenden sozialen Inhalten führt zu einer vollkommenen Einkaufserfahrung, da beide Seiten des Gehirns stimuliert werden und ein umfassender Überblick über das Produkt für zukünftige Käufer geschaffen wird.
Today’s consumers have taken control of the marketers’ message. Leveraging UGC, brands can deepen relationships with consumers and ultimately drive their purchase decisions.
Learn how a sampling program can activate your brand advocates and gain momentum for for new products, seasonal launches or across your portfolio.
Angela Ingram, Social Media Strategist with Zep Retail, will share how she leveraged Bazaarvoice Sampling to take their program to the next level.Anu Saha, Bazaarvoice Group Product Manager, will also show you exactly how sampling can work for you.
Webinar: How to make this the best holiday sales season yetBazaarvoice
Improve your holiday sales and brand image this holiday season with researched tactics to attract shoppers. Watch this recorded webinar and learn through real case studies including how (and when) consumers really use reviews in holiday shopping plus more.
Learn how retailers and brands are thinking about programs that benefit themselves, their partners, and their customers by bringing the right content to the consumer at the point of purchase, most specifically in the online space.
Teilen Sie die Leidenschaft Ihrer Kunden: Wie Sie Interaktionen in sozialen N...Bazaarvoice
Heutzutage finden viele Gespräche in sozialen Netzwerken statt. Das bedeutet, dass Milliarden von Unterhaltungen, die früher ausschließlich offline stattfanden, nun über soziale Netzwerke für jedermann zugänglich sind. Beiträge in sozialen Netzwerken bieten die Möglichkeit, die Meinung von Kunden einzufangen und Käufer auf effizientere Weise als jemals zuvor zu binden. Die Kombination aus Bewertungen und umfassenden sozialen Inhalten führt zu einer vollkommenen Einkaufserfahrung, da beide Seiten des Gehirns stimuliert werden und ein umfassender Überblick über das Produkt für zukünftige Käufer geschaffen wird.
Today’s consumers have taken control of the marketers’ message. Leveraging UGC, brands can deepen relationships with consumers and ultimately drive their purchase decisions.
Learn how a sampling program can activate your brand advocates and gain momentum for for new products, seasonal launches or across your portfolio.
Angela Ingram, Social Media Strategist with Zep Retail, will share how she leveraged Bazaarvoice Sampling to take their program to the next level.Anu Saha, Bazaarvoice Group Product Manager, will also show you exactly how sampling can work for you.
Webinar: How to make this the best holiday sales season yetBazaarvoice
Improve your holiday sales and brand image this holiday season with researched tactics to attract shoppers. Watch this recorded webinar and learn through real case studies including how (and when) consumers really use reviews in holiday shopping plus more.
Online and in the Aisle in Australia: 3 Word-of-Mouth Strategies for Global R...Bazaarvoice
The plethora of communication platforms available today has transformed the way consumers interact with retailers. Do you know why consumers are choosing to shop with you over competitors, and do you know what they are looking for once they come into your store?
The word-of-mouth era that we live in today makes answering those questions possible.
In this deck, learn about the three word-of-mouth strategies that retailers are using to succeed in this constantly transforming retail environment:
1. Attracting the searching (and mobile) consumer through word-of-mouth content
2. Aligning with consumers’ expectations on the path to purchase
3. Creating shopper loyalty through sentiment analysis
There is no such thing as "enough" customer feedback. No matter how many reviews a product has, businesses that constantly gather even more opinions will see higher conversion rates, better SEO, and deeper insights into their products, industries, and regions. In The Conversation Index you will learn:
How you can more than triple review volume easily through syndication.
Why fresh, product-specific review content drives search traffic and keyword rankings.
How increasing review volume leads to higher conversion rates – even at high volume levels.
How shoppers across Asia-Pacific, Europe, and North America differ in sentiment and mobile use.
The path to customer centricity: Take it from someone who's been there | Baza...Bazaarvoice
Learn from one company's successful experience how to become more profitable and competitive by putting your top customers at the center of everything you do.
Space 48 were invited to speak at The Cartologie network in Lancaster, organised by Manchester Digital. We chose mobile ecommerce as our topic because as an ecommerce agency, we’ve seen first-hand how important it is becoming for ecommerce websites to optimise for tablets and mobile phones, as well as desktops.
How to use web personalization to boost your bottom line - with Belstaff and ...Qubit
Web behavior will influence nearly $12 trillion of commerce by the end of 2014, according to a report by Deloitte, whether it's online, or digitally-influenced offline shopping. Web personalization, starting with site-wide optimizations and changes, leading to targeted and segmented changes to your site.
Master the Art of Visual Marketing with Customer PhotosYotpo
Crafting a smart visual marketing strategy is key for earning the trust and sales of online shoppers. And today, it's more important than ever to build an authentic, relatable on-site experience. In fact, 77% of online shoppers prefer customer photos over professional product images. Check out the slides from Yotpo's latest webinar on "How to Master the Art of Visual Marketing” to discover how to convert more browsers into buyers with customer photos.
Bringing User Generated Content into the Ecommerce Experience – Curalate Part...Curalate
Integrating user generated content into the ecommerce experience drives increased conversion rates, shopping cart sizes, and time-on-site. Our data proves it.
So, how can you bridge the gap between social and ecommerce, bring UGC onto your website, and leverage this growing trend before the 2014 holiday season? Find out.
Urban Outfitters’ Senior Marketing Manager Moira Gregonis shares how one of social's most innovative brands was able to get organization-wide approval to bring UGC on-site and make fans' photos shoppable.
Bazaarvoice Webinar: Driving Local Revenue with Consumer Generated ContentRio SEO
In this webinar Trey Simonton of Bazaarvoice, Todd Werden of Boston Retail Partners and Warren Raisch of Rio SEO outline how to take your SEO efforts to the next level by combining the power of consumer-generated content with local search marketing. Learn a series of techniques that have proven to deliver double-digit search traffic improvements, higher in-store traffic and increased conversions.http://rioseo.co/2abSzoP
Social Media’s Next Big Shift: From Shoppable to BuyableCatalyst
Originally presented by Kieley Taylor (Head of Social, Catalyst) at WPP's Checkout Event in February 2017, this presentation addresses social media's shift from shoppable to buyable, including strategies for driving business results through social programs.
Explore the most promising new technologies and organizational structures you should employ in any size organization to encourage constant innovation. This presentation, addresses how and what small- and medium-sized businesses can learn from big innovation labs.
E-commerce leaders Mike Ward of Thrift Books and Oscar Castro, formerly of Big Lots, offer some of the innovation principles that big companies use and how to adapt them to work in your organization. Presentation from Retail's Digital Summit 2016.
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.
Online and in the Aisle in Australia: 3 Word-of-Mouth Strategies for Global R...Bazaarvoice
The plethora of communication platforms available today has transformed the way consumers interact with retailers. Do you know why consumers are choosing to shop with you over competitors, and do you know what they are looking for once they come into your store?
The word-of-mouth era that we live in today makes answering those questions possible.
In this deck, learn about the three word-of-mouth strategies that retailers are using to succeed in this constantly transforming retail environment:
1. Attracting the searching (and mobile) consumer through word-of-mouth content
2. Aligning with consumers’ expectations on the path to purchase
3. Creating shopper loyalty through sentiment analysis
There is no such thing as "enough" customer feedback. No matter how many reviews a product has, businesses that constantly gather even more opinions will see higher conversion rates, better SEO, and deeper insights into their products, industries, and regions. In The Conversation Index you will learn:
How you can more than triple review volume easily through syndication.
Why fresh, product-specific review content drives search traffic and keyword rankings.
How increasing review volume leads to higher conversion rates – even at high volume levels.
How shoppers across Asia-Pacific, Europe, and North America differ in sentiment and mobile use.
The path to customer centricity: Take it from someone who's been there | Baza...Bazaarvoice
Learn from one company's successful experience how to become more profitable and competitive by putting your top customers at the center of everything you do.
Space 48 were invited to speak at The Cartologie network in Lancaster, organised by Manchester Digital. We chose mobile ecommerce as our topic because as an ecommerce agency, we’ve seen first-hand how important it is becoming for ecommerce websites to optimise for tablets and mobile phones, as well as desktops.
How to use web personalization to boost your bottom line - with Belstaff and ...Qubit
Web behavior will influence nearly $12 trillion of commerce by the end of 2014, according to a report by Deloitte, whether it's online, or digitally-influenced offline shopping. Web personalization, starting with site-wide optimizations and changes, leading to targeted and segmented changes to your site.
Master the Art of Visual Marketing with Customer PhotosYotpo
Crafting a smart visual marketing strategy is key for earning the trust and sales of online shoppers. And today, it's more important than ever to build an authentic, relatable on-site experience. In fact, 77% of online shoppers prefer customer photos over professional product images. Check out the slides from Yotpo's latest webinar on "How to Master the Art of Visual Marketing” to discover how to convert more browsers into buyers with customer photos.
Bringing User Generated Content into the Ecommerce Experience – Curalate Part...Curalate
Integrating user generated content into the ecommerce experience drives increased conversion rates, shopping cart sizes, and time-on-site. Our data proves it.
So, how can you bridge the gap between social and ecommerce, bring UGC onto your website, and leverage this growing trend before the 2014 holiday season? Find out.
Urban Outfitters’ Senior Marketing Manager Moira Gregonis shares how one of social's most innovative brands was able to get organization-wide approval to bring UGC on-site and make fans' photos shoppable.
Bazaarvoice Webinar: Driving Local Revenue with Consumer Generated ContentRio SEO
In this webinar Trey Simonton of Bazaarvoice, Todd Werden of Boston Retail Partners and Warren Raisch of Rio SEO outline how to take your SEO efforts to the next level by combining the power of consumer-generated content with local search marketing. Learn a series of techniques that have proven to deliver double-digit search traffic improvements, higher in-store traffic and increased conversions.http://rioseo.co/2abSzoP
Social Media’s Next Big Shift: From Shoppable to BuyableCatalyst
Originally presented by Kieley Taylor (Head of Social, Catalyst) at WPP's Checkout Event in February 2017, this presentation addresses social media's shift from shoppable to buyable, including strategies for driving business results through social programs.
Explore the most promising new technologies and organizational structures you should employ in any size organization to encourage constant innovation. This presentation, addresses how and what small- and medium-sized businesses can learn from big innovation labs.
E-commerce leaders Mike Ward of Thrift Books and Oscar Castro, formerly of Big Lots, offer some of the innovation principles that big companies use and how to adapt them to work in your organization. Presentation from Retail's Digital Summit 2016.
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.
Social Media Strategies and Tactics for BusinessSweb Development
In order to be successful with your social media efforts, it's important to have a sound strategy in place. Before you tackle the tactics (posting pictures, updating messages, sharing photos) you'll want to focus on why you're entering the social space and the goals you want to achieve.
This presentation will tackle strategy development, various tactics that can work for your business, identifying target markets and engaging with them, along with content creation and developing a process to distribute and and provide value.
An introduction to digital sans much jargon. See if it helps you take the first step into digital marketing. Put together by many from the team at Interactive Avenues (Bangalore) with whom I had the pleasure of working. Please note, the data is from 2014 and is focused on our client, Tanishq.
The Competitive Edge - Inbound Marketing and Competitive AnalysisHubSpot
In this free webinar you'll learn how social media listening is the first step in an inbound marketing plan for your business and how this relates to your competitive analysis efforts for marketing.
A look at what all the big platforms such as Facebook, Twitter, Instagram, YouTube are currently doing, what changes they are making and what marketers will be seeing more of in 2015 from the social media space.
Authors:
Carla Gontier
@GrumpyGont
Tyrone Nell
Unlocking the return on investment for the world's biggest economy: The power of a billion
• What are some of the ways in which Chinese consumer behaviour differs
from the rest of the world?
• What are the strategies that enable brands to utilise "fan economy"?
• How are the savviest brands defining and measuring ROI on Sina?
Ken Hong, General Manager, Weibo Strategy Marketing, Sina
Interviewed by: Thomas Crampton, Global Managing
Director, Social@Ogilvy
Social Media Bootcamp For SMPS_SouthFlorida 2012Danielle Leitch
Danielle Leitch from MoreVisibility presented A "Social Media Bootcamp"to the Society for Marketing Professional Services (SMPS), South Florida division - March 2012.
Social Media for the Confectionery IndustryPete Healy
How candy companies can use social media to build business, from New Product Development to retail merchandising. Presented at the 65th annual PCMA Industry Conference, April 2011.
Everything You Need to Know About Visual Marketing – the Ultimate GuideBusiness Wire
Everything Pr Pros Need to Know About Visual Marketing – the Ultimate Guide to Understanding Why You Need to Think Visually and Just How to do it.
This deck outlines the rationale of why PR pros need to think visually, how to find visuals online for free, how to perform an asset audit to uncover assets your company already owns and everything in between.
Have questions? Contact us at info@businesswire.com or learn more at www.businesswire.com
Going local: Driving advocacy close to homeBazaarvoice
Why rely on meta-searches and aggregate sites to drive local traffic? Learn how to better focus your efforts by engaging local advocates to capture the attention of close communities.
Panel: The power of advocates to accelerate brand growthBazaarvoice
Join some of today's hottest brands as they share how they created a word of mouth powerhouse by relying on advocates' voices to quickly drive early-stage growth.
The World is your Storefront: How Artificial Intelligence Creates Frictionles...Bazaarvoice
Watch Lisa deliver this keynote from the Bazaarvoice Summit 2014 at: http://www.bazaarvoice.com/live/summit/sessions/future-of-branding-internet-of-things.html
Campaigns for cross-channel marketing: What are you doing to drive ROI? | Ba...Bazaarvoice
Watch a recording of this session here: http://www.bazaarvoice.com/live/summit/sessions/campaigns-for-cross-channel-marketing.html
Date - Wednesday, 14 May
Time - 10:45 AM
Room - Room 18 A&B
Summary
Get prepared for an impactful session and learn from our speakers how to better drive ROI through all channels by better preparing, launching and tracking campaign results. It’s all in the marketing.
Don't be afraid to take the plunge into native advertising; just be sure you understand how to make sure it's always informative and effective - and never misleading or manipulative.
Busted: 10 UGC myths you’re still falling for | Bazaarvoice Summit 2014Bazaarvoice
Think the customer is always right? Think you shouldn’t respond to trolls? Watch Joe Rohrlich bust these common myths and they’ll never dupe you again.
Stronger together: The new reality of consumers, brands & retailers united |...Bazaarvoice
See how a top retailer opened up communication with brands and customers - and created a shopping experience to compete with online giants like Amazon.
Using social media to engage financial services customersBazaarvoice
Watch the webinar: http://bv-url.com/zc6z
Over 75% of financial customers utilize social media and 26% indicate that they talk about their FSI on social networks. Yet 1/3 of consumers still indicate that they lack confidence in financial providers, signifying that credit unions need to take additional steps to fully regain the public trust.
Engaging customers in a social conversation, allowing them to talk with one another, can be the most powerful tool in your advertising arsenal.
Click through to watch the webinar and get the answers to:
- What are the keys to rebuilding trust between banks and consumers?
- Is it possible to leverage social media to build my brand?
- How can I get fast, authentic feedback on the products and services we offer?
How negative reviews can improve purchase intent - if brands know how to respondBazaarvoice
Watch the webinar: http://bv-url.com/9kbh
This webinar takes an in-depth look into how brands can properly track, interpret and respond to negative reviews to yield positive results. Household brand Homax (Goo-Gone) and spa lifestyle brand Sleep Revolution share how their participation with reviews gives them a direct conversation with consumers never before possible.
Watch the webinar to learn:
- the key words and phrases in negative reviews to look out for;
- how to respond to negative feedback in a conversational, human way;
- the six kinds of reviews to watch for;
- which industries see the most CTAs in reviews; and
- what kinds of responses to reviews consumers find most helpful.
The Connected Economy: Insights from the networkBazaarvoice
As marketers, we’re used to speaking in the millions and billions. We’re excited by these magnitudes — not frightened by them. Big Data has conditioned us to dig through mountains of noise until we strike signal, until we recognize patterns that tell us what we want to know.
Big numbers make it tempting to speak in abstractions, but it has never been more important to recognize that behind each data point is a person. Those signals are human signals, and those patterns tell us about how real consumers live their lives. The responsibility as marketers possessed of this data is to use it to serve those that supply it, the end consumers that buy our products and tell us how to make them better.
We’ve created this booklet to share some of what we’ve learned about consumers around the world — their attitudes and beliefs, preferences, behaviors, and more — from the billions of conversations that flow through our system every year.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
4. 3
Housekeeping Items
• Format
• 35 minute presentation
• 25 minutes for Q&A
• Ask a Question
• #bvlearn on Twitter
• Chat panel in GoToWebinar
5. 4
Housekeeping Items
• Format
• 35 minute presentation
• 25 minutes for Q&A
• Ask a Question
• #bvlearn on Twitter
• Chat panel in GoToWebinar
•Recording – webinar recording will be available at Bazaarvoice.com
11. 10
Brand
Website
Social
Networks
Instead of sending
traffic off to the
social networks…
12. 11
Brand
Website
Social
Networks
Brand
Website
Instead of sending
traffic off to the
social networks…
Social
Content
…brands should pull
in social content and
retain visitors.
13. 12
Many brands are jumping on the social
media bandwagon, without giving proper
thought about the impacts to their
marketing effort...Marketers spend
millions of dollars to get people to visit
their corporate website, so why would
they be so quick to send them away?
– Jeremiah Owyang, Altimiter
“
20. 19
The advent of the Industrial Age did more
than just enable industry to produce products
much more efficiently. Management’s
approach to production and its workers was
quickly echoed in its approach to the market
and its customers.... If products and workers
were interchangeable, then interchangeable
consumers began to look pretty good too.
– The Cluetrain Manifesto
“
61. 1 2 3
Collection Display
Gather content
Curation
Filter for relevance
Human moderation, curation
and tagging
Display on brand and social sites,
mobile sites, and in native
advertising.
65. While all content gathered by Curations is public,
Bazaarvoice recommends establishing explicit consumer
consent for its use:
“I love #product”
“I love #product
#marketinghashtag”
User Permission
Required
User Permission
Required
User Permission
Required
User Permission
Not Required
66. Social Post Enhancement
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Yeti Tundra (SKU:
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Hello - and thanks for attending our webinar: Customer Love Turns Shoppers into Buyers.
Before we get started, I’d like to cover a few housekeeping items.
First – we have 60 minutes set aside for this webinar, and I have about 35 minutes of material to present, which we’ll follow up with 25 minutes of Q&A.
You can submit your questions at any point via Twitter using the hashtag #bvlearn – or use the chat controls in the GoToWebinar panel. We’ll be collecting those during the presentation and will select a few to answer when we get to Q&A.
Lastly – we’re recording the webinar and it will be available on our website, Bazaarvoice.com, in the next few days. So no need to take notes unless you just like doing so.
With that, let’s go ahead and get started.
OK – so my name is Jason Ford – and to provide a little context for today’s topic, I’m going to give a brief background on my career and how I ended up at Bazaarvoice – so to do that, let’s go back to 2009
At this point I had been working in digital agencies for about a decade, and I was the VP of digital at **this**…
…**this** agency. I spent a lot of my time consulting with brands, helping them build marketing programs, figure out what to do with their websites, and doing strategic planning in general. Social media was just becoming a big deal.
Back then, that meant Twitter, YouTube, and Flickr. Facebook was gaining traction quickly, but didn’t have as many opportunities for brands yet. And Instagram didn’t even exist back then.
So I was trying to help brands make sense of social media, and a lot of the tactics available at that point fell into the “listening” category – monitoring social channels to figure out what people were saying – or the “publishing” category – like setting up a Twitter account and starting to post content and interact with people.
But as I was working on a lot of brand websites, I wanted to figure out how to put social media to work in that context. And **this**…
…**this** is what post brands were doing – simply linking off to social media sites. You could applaud the brands for showing that they were at least participating in the conversation taking place on these social sites, but in general this approach didn’t make a lot of sense to me – because these links were driving hard-earned traffic away from the brand websites. The brands were losing control of the user experience by sending people off to interact on social channels, and this was especially bad for brands doing ecommerce because visitors are no longer in a position to buy once they leave the brand site.
So instead of sending traffic off to social sites…
…it made a lot more sense to me fore brands to pull in social posts and display them on their own websites. This would achieve the goal of social engagement without losing their site traffic in the process.
And Jeremy Owyang – an analyst who was with Altimiter at the time – agreed. He wrote:
**Many brands are jumping on the social media bandwagon, without giving proper thought about the impacts to their marketing effort...Marketers spend millions of dollars to get people to visit their corporate website, so why would they be so quick to send them away?**
So this really validated what I wanted to do, but when I looked around for software that enabled this, I couldn’t find anything. There were no readily-available platforms for pulling in social content, moderating it, and displaying it on a website. So I decided to take the plunge and start a company to do that.
It was called FeedMagnet.
After launching in early 2010, we picked up a lot of…
…big-brand clients over the next 4 years. And in April of this year, FeedMagnet was acquired by Bazaarvoice…
…to become Bazaarvoice Curations.
So I’ve spent a lot of time over the past 5 years thinking about how brands can use social content. And over the past year – partnering with and then joining Bazaarvoice – I’ve been thinking specifically about how social content can be used in the commerce experience. And that’s what we’re going to focus on today.
To get us started, let’s go back even farther in time – all the way back to the beginning of the last century – to understand how the marketplace has evolved.
Let’s consider how the act of buying and selling worked back before the industrial revolution. Back then, the process of buying something was intimately social. You walked into a store, made eye contact with another human – in many cases someone you already knew from your local community. You physically handed them money as they handed you the product you were purchasing. Often they were personally involved in creating the products - a blacksmith, seamstress, or jeweler – or in the case of a general store they were at least involved selecting and sourcing their wares from a merchant or manufacturer. The key thread tying the marketplace together was people. It was a human experience. Goods were handcrafted. Hand sold. Hand bought.
And we’ve had two major shifts in the market that have changed this experience over time.
The first was the Industrial Revolution. Starting with Henry Ford, and the factory assembly line, we rapidly adapted the entire marketplace to be more uniform and optimized for efficiency. This brought big cost savings to manufacturing, and businesses sought efficiencies in marketing as well.
Local merchants used to know their shoppers personally, and would adjust inventory and merchandizing strategies based on these relationships – but this didn’t scale well. And marketers began to take lessons from the assembly line even in how they interacted with customers.
The authors of the Cluetrain Manifesto put it this way:
**The advent of the Industrial Age did more than just enable industry to produce products much more efficiently. Management’s approach to production and its workers was quickly echoed in its approach to the market and its customers.... If products and workers were interchangeable, then interchangeable consumers began to look pretty good too.**
Goods were now mass assembled – and mass marketed. Efficiencies of distribution enabled stores to get much larger.
Now not only were you unlikely to know the clerk at your local store, you were unlikely to even make eye contact or exchange more than a few words. Cash or credit. Paper or plastic. Away you go.
Now enter broadcast advertising, the 30-second TV spot…
...and we can fast forward to the early 2000s where we have our second major shift in the way people buy and sell:
The Internet. – If we thought we had taken much of the human experience out of commerce before the Internet, we took it even farther with ecommerce, where our purchasing experiences take place between a human and a computer. By default, ecommerce is not social. Click. Add to cart.
Tap. Confirm purchase.
And the product is delivered to your door a day or two later - you’re lucky if you even see the delivery man. Zero human interaction.
Now before you get too depressed, it doesn’t have to be this way. In many ways, the Internet can even make shopping more human – and we’ve already made major strides toward this. I quoted the Cluetrain Manifesto earlier - and that book was actually one of the inspirations for the creation of Bazaarvoice and ratings and reviews in general.
If we think about how people got shopping information back before the Internet, there weren’t many places you could turn. The teenager walking the aisles of the big box retailer probably didn’t know any more than you did. And researching online was little help for most products. At that time, for most products, people turned to things like Consumer Reports or reviews published in magazines to research products.
And this was fundamentally a one-way, broadcast communication medium. A single author reviewed the product and published their findings to be read by the masses. This meant that average person was unable to contribute to the conversation in a meaningful way. And for many products, there simply was no good content. Sure - plenty of people had opinions about their grills, but the people who had already bought were not connected with each other or with the people in the consideration stage of purchase.
So about 10 years ago, ratings and reviews were introduced to the Internet – and this was a major step forward in giving the average person a place for their voice to be heard in the marketplace - for them to learn from and influence others. We called this “social commerce” – and it was very social compared to what came before it. But keep in mind that that this was all pre-Twitter, pre-Facebook – before the term “social media” had really taken off.
Of course there was another way people got information about what to buy.
Of course there was another way people got information about what to buy. They talked to their friends, co-workers, or neighbors. When you love a brand or product you almost can’t help bring it up in casual conversation. Over a meal, a drink at the pub…
…a game of golf, family gathering, or…
…at a coffee shop– these conversations are unprompted, taking place between friends – and they take place offline, in the real world.
Now let’s fast forward to today and think about how people get shopping information.
Of course we still read professional reviews. I was shopping for headphones recently and read reviews on CNet – a site that has really good reviews of professional audio products. And we still have consumer ratings and reviews – a vast majority of people read these before making a purchase decision.
And we still get advice from our friends and learn from their purchasing decisions. But today, these conversations between friends are not all happening offline.
Social media has brought these conversations online via sites like Facebook, Twitter, and Instagram. These are still conversations between friends, but now they are open and available for anyone to listen in on – and put to work for product marketing.
And the numbers are staggering. Just looking at photo content alone we can see 350 million photos posted daily to Facebook. And around 60 Million posted to both Instagram and Twitter. Many of these are people showing off a new product they’ve bought.
Ultimately, this amounts to an evolution in User Generated Content. And you can see it paralleled in publishing.
Back before the Internet, the way we got news or published opinions was through magazines or newspapers – and only a handful of people could participate in creating the content – reporters, editors, etc.
But Blogs, which really went mainstream around 2004 – about the same time ratings and reviews became popular, by the way – blogs gave the average person the ability to share their opinions and connect with a broader audience in ways that were not possible before. Much like consumer ratings and reviews gave the average consumer a voice in product reviews.
But while blogs were a major step forward – as were consumer reviews – the majority of people did not participate. This should be intuitive to most people. Most of us don’t write blog posts regularly. Sure, most of us read them, but the format of writing paragraphs of text organized around a central idea can be intimidating – and in the same way, writing reviews can be a little intimidating or at least there’s just enough friction in the process that while most people read reviews, only a handful actually write them.
But a majority of people share the things going on in their daily lives via social media. Social has a much lower bar to participation. It’s super easy to post a photo talking about an experience you’ve had or a product you love.
`And this is the evolution – from professional, broadcast content, to the first social mediums (ratings and reviews and blogs – what we might call social 1.0) to today’s world of social channels that increasingly empower more people to participate.
And all of these formats are important today – and they all serve a little different purpose. As you move further to the right they become more participatory. More people share on social than write reviews or blog posts. And they become qualitatively different as well.
The first split is between professional content and user generated content, or UGC.
And then within UGC there is a qualitative difference between more rational, longer-form content and the more bite-sized emotive content generated in social media.
The best way to look at this is that we have a new way to capture the voice of customer. More importantly, we have a new way for people to connect – and for brands to facilitate and participate in that connection – making the act of buying and selling more human.
And in the realm of commerce, social product mentions are the perfect compliment to ratings and reviews. They are often less empirical and more emotive. Less rational and more spontaneous. They are unsolicited – we ask people to write reviews, but they share on social channels without any prompting. And while reviews are typically more detailed, social posts are bite-sized. And many of them are visual – showing off a new look, or showing a product in the context of real life. You can think of it as the right-brain “OMG” balance to the left-brain depth of product reviews.
One of our clients at Bazaarvoice put it this way:
**Conversion occurs when the rational meets the emotional**
I really like this because its when your firing on all cylinders that you can get people ready to make a purchase decision. Where if you just have one or the other, they might not get there.
And we can overlay this evolution of UGC onto an evolution in the way people buy things online. Initially, e-commerce was all about commodity items: the safe, easy purchases involving little risk. Then consumers expanded e-commerce purchases to include more lifestyle-oriented products. These purchases included more significant items, but the virtual experience didn’t evolve much. The majority of research took place offline, and consumers simply went online to complete the transaction.
NOW, the shopping experience is not entirely about the product, it’s also about the journey. Consumers are shopping online for enjoyment, they’re looking for experiences that inspire and delight. And social content helps to provide these kinds of shopping experiences.
And you can think of social posts as reviews – just more bite-sized, visual versions of their long-form cousins – more lifestyle and enjoyment oriented – showing off products in use, in someone’s life.
They also come signed with a human stamp of authenticity. The avatar and username, linking off to a profile page on Instagram or Twitter – where you can see that this is clearly a real person.
I shared this tweet about my Bose headphones a couple months ago after coming back from a trip to London and Paris. I had never spent much money on headphones, and these were a significant purchase – and I was hoping they would live up to the hype. Turns out they really blew me away.
I was clearly inspired enough by the experience to tweet about it after the plane landed. No one asked me to share it. I wasn’t incentivized in any way. I just genuinely loved the product and wanted to share the experience with my friends. This is about as real as a product testimonial can get. And if Bose were to showcase my tweet on the product page for these headphones, people could click through to my profile on Twitter…
…to see that I am a real person. They can see the original tweet and can tell it hasn’t been tampered with. And they can see that I shared a photo from my trip.
From there they can find my Instagram profile and other photos I shared. I was clearly just over in London and Paris right before sharing my tweet – so my trans-Atlantic flight is believable. Other business travelers can maybe see a little of themselves in me. And they can connect with me – literally, if they want – they can follow me on Twitter or Instagram, exchange tweets or comments back and forth. Ask questions. Maybe even form a friendship.
Now this is starting to feel like a more human, personal experience. It’s different from the human touch of the local general store or tradesman’s shop, but it many ways it’s better. More connected. I can connect with other shoppers without having to be in the store at the same time as them.
And another thing is that traditional, offline shopping today doesn’t typically allow for interaction with the real people creating the products we buy. Social opens opportunity to engage with the engineers, designers, brand marketers, and business leaders who worked hard to design, build, and bring the products we buy to market.
Take, for instance, my iPhone case and laptop bag, made by Pad & Quill. These guys make beautiful products, and I feel like I know the designers behind them because…
…I follow them on Twitter…
…and Instagram.
Here they are at a conference earlier this year – it’s a family-owned, husband-and-wife business . These social interactions help me put a face and personality to the products I’m buying.
GE did something similar to this at a broader scale with this campaign. GE employs some of the smartest scientists and engineers in the world, yet most people don’t think about the humans behind the GE brand. This campaign brought together real tweets, photos, and videos from “GE Experts” to show the people behind GE. And engineers post some of the coolest social posts. Hobby experiments with lasers in their garage. Crazy toys they’re playing with. Showing these interactions really helps to humanize the GE brand and form emotional connections that wouldn’t really happen otherwise.
OK…So we can connect shoppers to each other and shoppers to the makers and creators of products…
Let’s take a closer look at how this works in the commerce experience.
Here’s a really beautiful product website. Clean and simple, but no human touch visible yet.
Scroll down a bit, and we start to understand the brand a little more. Here we see social posts from real customers right above ratings and reviews. I chose this brand because it’s a small, but growing business. Social posts aren’t just useful for big brands like Sony, Nike, Cadbury, or British Airways. Even small companies like Yeti Coolers often have fans of their products that really love them. Yeti makes super high-quality coolers bought by serious fishers and hunters. And if you are one of those people in their target audience, you can probably see a little of yourself in these photos.
Plus you get content you might not have gotten from the brand itself – like how many beers can fit into one of these guys – which is quite a lot – 72 apparently. They also keep your beers cold for days.
To get here – where we’re using individual posts from sites like Instagram – we need to understand how we’re able to go from a broad social media content feed – which, if you just run searches on Twitter and Instagram can be pretty noisy and not always relevant – and refine it into something much more potent and usable for commerce.
Here’s how it works: we start with pull in content based on hash tags, keywords, or even pulling in content from specific individuals like sponsored athletes or official brand content. Then we run it through a set of filters – we can ensure only things with certain words – or without certain words – get passed through.
This can really help start to separate signal from noise. For example, one of our clients is AMD, the chip maker - they make chips that go in laptops and desktops - as well as game consoles like the Playstation and XBox. As an acronym, AMD is also the name of an eye disease. More troubling when searching social channels – it’s a common misspelling of the word “and” – so most of the tweets out there are things like “I’m at the club AMD totally drunk. LOL” – not really something we want to be pulling in to showcase on AMD.com. So filters help us with relevance in this case by requiring one of a few dozen words to be used, like “computer”, “laptop”, “desktop”, “playstation”, or “xbox”.
After the filters do their work, we send each post through our team of *human* moderators. And as someone coming out of a smaller startup with less people, this part is pretty cool. Bazaarvoice has built this team of moderators over 9 years, and they moderate in over 30 languages – each moderator in their first-language native tongue. Really great for global businesses.
So you can think of these steps between the social networks and displaying the content somewhere on your website as a refinement process. We’re taking messy, noisy, mud out of social and filtering and distilling it down to pristine drinkable water.
To take a closer look at this refinement process. Here's an Instagram photo that mentions Yeti Coolers.
The first thing we need to do is make sure this photo is appropriate for display – no curse words, naked people, etc. This step is that combination of keyword filters and our Bazaarvoice moderators that we just talked about.
Next, we need to ensure we have permission from the user to use their post. Unlike brand-created content – or even ratings and reviews, which are captured on a brand’s website – social content is not owned by the brand. It’s not even owned by the social channel. Instead, social posts are owned by the users who create them. And in most cases, we need to get permission from those users to use their content.
We have relationships with all the major social channels, and things work a little differently across them. For Twitter, we pretty much always need to ask permission, but Instagram has let us know that if a marketing hash tag is used in the post – something unlikely to be used unless the user saw the marketing promotion – then that counts as an implicit approval and we don’t have to ask for explicit permission.
In the majority of cases where we do ask for permission, it works like this: we post a comment, from the brand, in reply to the user’s content. We post these in the social networks, asking for permission. We provide a link to terms and conditions, and ask the user to reply with a specified hashtag to grant permission. Ultimately, this exchange is a brand interaction – and a very positive one at that. If you mention a product or retailer in a social post, and then that brand comments on your post, you’re typically on cloud nine. It’s your 15 seconds of fame – and it builds a stronger connection between you and that brand. And we’ve found that a majority of users reply yes when asked – with some brands we see over 90% approval rates. Not just people responding, but people saying yes.
So once we have permission from the user, the last step is tagging each social post with one or more product IDs so we know where the content should be used. This is done through a second pass by our moderation team – they compare the post against the product catalog to find a match. Here you can see that this is a Yeti Tundra, and we tag it with the specific product ID or SKU for that item. And this is really a critical step in being able to monetize the social post as it tells us which product page we should display it on and lets us build category level galleries that link directly to the product page where you could buy this cooler.
Once we’ve gone through these three steps, what we have is really more than just a social post. It’s enhanced to be usable for commerce. So let’s look at a few ways it can be used.
The first is a Curations gallery – you put this on category pages, splash pages, or campaign hubs. Here the social posts span multiple products, and shoppers can explore and find products that catch their eye.
The second place we can display the content is on the actual product page. So here you see it side by side with ratings and reviews. Right brain and left brain working in harmony.
And the contrast between a page without Curations content and one with it is pretty clear. You can see the different right away without even reading any of the words on the page. From a purely visual standpoint, this just feels more engaging.
And the analytics from our Curations customers have backed up that feeling. Across a variety of industries and product pages, we’ve seen 25-40% of visitors engage with the content – clicking to open an image or scrolling side to side. And in pure A/B tests simply adding and removing this carousel of images on product pages, we’ve seen conversion increase by 3–9% on top of the lift we already get from having ratings and review on the page.
So this is not only a big deal in bringing human connection back to the shopping experience, but it increases revenue as well. Or maybe more to the point, by making stronger human connections we build brand trust and loyalty, which lead to increased purchase behavior.
And this is the opportunity of social connection in commerce – rather than taking a step backward where shopping becomes less human as it becomes more digital, we have the opportunity to make shopping _more_ social. And to sell more in the process.