4. Word-of-mouth builds trust
70% 92% 12x
OF CONSUMERS OF CONSUMERS MORE TRUST
trust earned media in consumer
research online recommendations
before purchasing above all other
advertising. than brand-generated
in store. marketing messaging.
(2012, Nielsen)
(Google ZMOT, 2011)
(eMarketer, 2010)
5. How do you turn social
conversation into action
for your organization?
5
7. Customer Decision Journey
Surface this content at the initial Allow the content to
point of research for visitors influence the evaluation of
products & services
Customer Decision Journey
The Loyalty
Loop
Buy
Engage customers for Drive calls to action
feedback, experiences, ideas, expertise throughout sales process
, etc. 7
8. • Consideration
Buy
Surface authentic content and social proof from customer
conversations to increase awareness and interest.
Catalogues and Window
Displays TV Spots
9. Evaluation
Buy
Attract shoppers for research and evaluation by providing an
engaging experience with relevant reviews from people like them.
Social
Organic Search
Product Reviews
Supplier Q&A On Site Promotions
10. Point of Purchase
Buy
Close the sale with shoppers, wherever they are, by filling
information gaps and providing the social validation that they’re
buying the right product.
Shelf Tags
Mobile
In channel signage
In Store Kiosk
11. • Advocacy
Buy
Encourage consumers to share their own experiences and leverage
this information throughout other shoppers’ journey.
Loyalty Programs
Sales Receipts
Post Interaction Email
Packaging
12. Management Content Creation
• Customer-Centricity • Sites
• ROI • Ads
• Top line revenue • Offline / In-Store
Marketing E-Commerce
• Net Promoter Score • Traffic and SEO
• Engagement • Conversion Rates
• Awareness • Average Order Value
• Customer Acquisition
Customer Service
Product Development • Return Rates
• Innovation • Support Costs
• Product Requirements • Customer Satisfaction
PR Merchandising
• Authentic Stories • Optimize Online &
• ID and Manage Risks In-Store Shelf Space
Turning Conversation Into Action
12
14. Best Practices – Quick Overview
• Solicit consumer reviews – let it be systematic, universal.
• Surface positive sentiment – in search, site, banners, print, POS.
• Use incentives – contest, voucher, loyalty points, free shipping.
• Syndicate content – both way, between brands and retailers.
• Get social – FB for announcement, FB as UGC application.
• Get offline – Shops signage, packaging, events.
• Optimize Search – based on fresh UGC, fresh and frequent.
• Create Value Workflow – use tagging for your business needs.
14
16. Thank you !
Thierry Samson
Client Success Director - Benelux
thierry.samson@bazaarvoice.com
+31.6.5496.2255
March 20th , 2013
E-Shop Expo
Brussels, Belgium
Editor's Notes
Good afternoon everyone ! Welcome everybody ! Thank you for joining this track session !My name is Thierry Samson, I’m a Client Success Director at Bazaarvoice and I collaborate with professionals in business, marketing and customer services to craft successful social programs, a.k.aUGC programs, or again VoC programs.I’llbe sharing the stage with Martijn Bier, Marketing & Communication at Manager @ Conrad, 1 of BV’s clients in The NL.While I’ll be making in an introduction to thenecessity for businesses to open up methodically to the voiceof their customers,Martijn will be taking you thru how Conrad made it happen, how they’ve built up their own program, in other words,‘How Conrad has turned Social conversation, into Action’ Theme: Empowered consumers have changed the name of the game, many companies are still struggling to come to grips with what that means for them. Successful players in this arena know how to drive the social conversation in a way that benefits both consumers and themselves. In this presentation, we will highlight some best practices and leaders to demonstrate how organizations can leverage social conversation programs that help all functions and drive profit across the business.Agenda: What is a social conversation program?Best practices and leaders in scaling social conversation programsQ&A
Word-of-mouthmarketing is not a new concept, it’s as old as commerce itself. For thousands of years WOM was the only form of marketing, and people would share tips about their best deals. An like here in the Grand Bazaar in Istanbul, Manufacturers and Merchants would rely on WOM to build their reputation, their brand.
Now today, in theDigital Decade as we know, the name of the gamehas changed:Consumers are Empowered ! They have embraced technologies in such a way, that marketing & selling goods or servicesis no longer about you telling the world how good or cheap you are. Consumers have access to all that information and compare you with competition anytime, anywhere. So the good old word-of-mouth of the Bazaar is largely powered by technology: in 1 word, this is Social and it all about influence.
As a matter of fact, word of mouth builds trust: 70% of consumers do research online, before purchasing in a store. 92% of consumers trust earned media, i.e. other people’s opinion of your products, more than any advert you ever do.In fact, we people, put in 12 times more trust in others’ opinions, than in any marketing message. What have we learnt1 - The need for validation is stronger than ever. If access to info is easier, making up your mind on your own isn’t.2 - People will connect with like-minded others: more than social graphs (who their friends are), they’ll look for interest graphs (what their choices are) 3 – Above all, this is the end of traditional marketing, the end of the marketing funnel, from message to purchase.
So as a brand today, you have the choice between joining the conversation or trying to yell louder.Engage: BV is a Software-as-a-Service company that enable social conversations between manufacturers, retailersand their consumers: we can go capture the conversation about your products and services, through customer reviews, questions and answers, the sharing of experiences, stories, photos or videos.Scale: the created volumes of user-generated content can be scaledand methodically positioned across all touch-points: Think about injecting the positive sentiment about your products on Facebook or Twitter. For a manufacturer, think about the power of the global retail network where you can relay that positive sentiment on retailers sites ! BV’s retailer networks has a reach of over 400 millions consumers globally! Act: Finally, and perhaps most importantly, both such social programs give firms the possibility to act on their customers’ conversation. The capturing and structuring of the voice of your customers will benefit the entire organization, across fucntions, and we’ll see how in a minute.
We now see thatthere is a fundamental shift towards this thing called the loyalty loop (McKinsey)
ROI across businessUser-generated content brings USAA 32X increase in acquisitionTravelocity: Consumer Q&A eliminates purchase barriers for 75% of travelersBenefits from earned media:Consistent cross-channel messagesSEO benefit & attracting conquest customersBuilds trust through brand transparencyCreates engagement and advocacyHelps with product improvement & development
Here is now one slide summarizing a range of best practices, let’s scan through it in the light of Lighting’s UK pilot.PIE has been covered earlier on today. BV or not BV?Expose Review: Lighting has no dogma against Homepage, considers Banners too, sees an opportunity with Display.Incentive is feasibleeable without necessary giving away stuff, but can be a free trials with commitment to review. Mobile is considered, but not needed for Launch phase – Lighting has observed 10% of mobile traffic.Syndicate - not needed for Launch phase.Social: we will consider Social Announcements at least, but no rush on the FB application proper now.Offline: is being considered, quick wins, influential in shops, wholesellers, events. Triggers staff endorsement too.Search is key to Lighting. To be continued. OK for an optimization of the Workbench for R&R UK output usage and dissemination.
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