Consumers engage more with retailers and brands that they trust. In this final of four presentations, you will learn what trust features you can add to your Social Commerce experience that inspire genuine, enduring loyalty in your customers, loyalty built on the passions at the core of your brand and your online experience.

1. Make Your Social Commerce
Experience More Trustworthy
Part 4: Increase Trust, Intensify Loyalty

2. Why Trust is Important
“Tell me if you have ever done this
in relation to a company you do not trust”
Refused to buy
their products or 84%
use their services
Lack of Trust Criticized them
has serious to people 77%
you know
consequences
Refused to
for brands do business 76%
with them
Shared your opinion
and experiences 36%
on the Web
Edelman Trust Barometer
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3. Consumer Trust in Brands has Eroded
Trust Percentage of
trustworthy
is an essential brands
ingredient of Social
Commerce. 52%
But trust in brands has
22%
fallen precipitously in
the last decade.
1997 2008
Young & Rubicam BrandAsset Valuator
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4. Consumers Primarily Trust Those They Know
Nielsen asked 28,000
consumers about Trust and
Social Commerce
Trust completely/ Don’t trust much/
somewhat at all
Recommendations from people I know 92% 8%
Consumer opinions posted online 70% 30%
Editorial content e.g., newspaper article 58% 42%
Branded websites 58% 42%
Emails I signed up for 50% 50%
Display ads 16% 84%
Mobile text ads 15% 85%
Nielsen, 2012
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5. 5 Factors that Influence Your Social Trustability
IDENTITY OWNERSHIP
When participants are
encouraged to use ATTRIBUTES Verified product
When product reviewers ownership is critical as
their real names, the
and others are identified consumers are diving
trustability of the
with structured attributes deep into features and
social experience
or characteristics, their experiences
goes up
relevancy and
trustability grows
RELATIONSHIP EXPERIENCE
When it’s easy for
Demonstrated product,
participants to see
category and skill
how they are
experience on the part
connected they can
of content contributors
find trustworthy,
is often even more
personally relevant
important to consumers
information
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6. Trust is Important at Every Stage
1 TRAFFIC ENGAGEMENT 2
New consumers are more Trust that comes from
attracted to your brand by consuming useful content in
trusted connections and the company of likeminded
content people creates emotional
bonds
TRUST
4 LOYALTY CONVERSION 3
Rewarding contributors who Direct and detailed product
are credible and helpful experiences, tied to known,
surfaces your most credible sources, inspire more
and bigger transactions
trustworthy customers
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7. Loyalty: Enduring Affinity, Long-lasting Value
True Loyalty is about consumers
forming a long-lasting connection
with your brand
Loyalty provides deep value for both
your customers and your brand
Trust is at the core of Loyalty that
consumers bestow upon you
Loyalty-focused brands identify their
loyalists and work with them
Certain Social Commerce features
can influence your trustworthiness
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8. Gamification Surfaces your Loyalists
Use gaming features like
Points, Badges and Leader
Boards to reward consumer
behaviors that enhance the
level of Trust in your Social
Commerce experience
The Cleveland Cavaliers reward fan participation,
but the highest rewards go to contributors the
community respects
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9. Topical Discussions are a Showcase
Encourage your loyal
customers to add their
voice to your Social
Commerce experience
with a conversation-
friendly features
Add Blogs, Forums, and
Comments to your site
And be sure to reward
and promote your most
highly regarded
contributors HomeClick gives its most prolific and best regarded customers
many opportunities to contribute, and acknowledges their efforts
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10. Social Connections Create 1:1 Influence
Make it easy for your
most loyal customers to
influence others on a
personal level
Implement proven
features like Friending,
Following and
Messaging in your own
Social Commerce
experience
UK home improvement chain Homebase has built social
networking features into its Social Commerce experience
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11. Social Media Bridges Enable WOM
Make it easy for your
loyal customers to go
where their friends and
family members are, to
talk about their great
experience with your
products and your
brand
Built bridges to popular
social media
destinations like Word of Mouth is core to SHOP.CA’s Social
Facebook and Twitter Commerce strategy. The online retailer encourages
customers to share their experience off the site
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12. Social Commerce, Trust and Loyalty
Consumers demand Trust in Loyalty is about creating an
their Social Commerce enduring customer connection
experiences
You can accelerate and
Trust influences every stage of increase conversions using
the Social Commerce cycle
• Gamification
You can takes steps that build
• Topical Discussions
Trust into your Social Commerce
experience • Social Connections
• Social Media Bridges
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13. About Pluck
Integrated customer interaction platform
Distinguished by its breadth of features
and versatility, with product reviews
and much more
Used by 600+ retailers and brands
Enables them to
• grow their audience
• accelerate product sales, and
• ensure customer delight
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14. Pluck is the Choice of Market Leaders
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15. This Presentation is Part of a Series
Look in SlideShare for the other presentations in Pluck’s
Trusted Social Commerce series:
Trusted Social Commerce Attracts More Traffic
Trusted Social Commerce Fosters Engagement
Trusted Social Commerce Increases Conversion
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16. To Learn More…
info@pluck.com
www.pluck.com
(+1) 512 457 5220
twitter.com/Pluck
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