applying data science to social proof

Applying Data Science to

Social ProofJOANNA ALTER, YOTPO CO-MARKETING MANAGER

@Kissmetrics

#KissWebinar

@thuelmadsen

Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he

was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking

in the Sierras.

THUE MADSENMarketing Operations Manager, Kissmetrics

@ThueLMadsen

Joanna is Yotpo’s resident sunglasses aficionado and Co-marketing Manager. She really enjoys exploring new places and observing her surroundings—so much so that she frequently trips while gazing at impressive buildings,

beautiful landscapes, or anything else that catches her eye.

JOANNA ALTERCo-marketing Manager, Yotpo

@alterjoanna

@Yotpo

#KissWebinar

@alterjoanna

1 Section One – Introduction

Engagement

Conversion

Sales

Acquisition

2 Section Two – How to Measure the ROI of Social Proof with Data Science

3 Section Three – Data-backed Tips for Leveraging Social Proof for Your Business

TABLE OF CONTENTS

Social proof influences consumers

Collection

Management

Distribution

WATCH WEBINAR RECORDING NOW

IntroductionSOCIAL PROOF INFLUENCES CONSUMERS

Social ProofA psychological phenomenon where people assume the actions of others in an attempt to reflect correct

behavior for a given situation.

“First and last time staying here.”

1/3 of all site visitors

More than 1/3 of all visitors to eCommerce sites view or engage with user-generated content.

55% of customers

More than 55% of customers engage with user-generated content before making a purchase.

Show Me The Data!HOW CAN I MEASURE THE IMPACT OF SOCIAL PROOF?

How to Measure the ROI of UGC

USE DATA SCIENCE TO SEE HOW USER-GENERATED CONTENT IS BRINGING YOUR BUSINESS VALUE

Engagement

HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ENGAGEMENT

HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ENGAGEMENT

HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ENGAGEMENT

Opportunities for site visitors to engage with UGC

• Reviews

• Star ratings

• Customer photos

• Customer Q&A

HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ENGAGEMENT

Opportunities for site visitors to engage with UGC

• Reviews

• Star ratings

• Customer photos

• Customer Q&A

• Home page

• Product page

• Gallery Page

• Checkout page

HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ENGAGEMENT

Opportunities for site visitors to engage with UGC

• Reviews

• Star ratings

• Customer photos

• Customer Q&A

• Home page

• Product page

• Gallery Page

• Checkout page

Does anyone even look at this stuff?

HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ENGAGEMENT

See how many site visitors are engaging with each your UGC widgets displaying social proof about your brand.

Conversion

HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION

Conversion Rate Uplift

Conversion rate of

customers who engage with

user-generated content

Conversion rate of customers

who do not engage with

user-generated contentVS.

HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION

HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION

$ Customers who engage

with user-generated content

Average Order Value Uplift

$ Customers who do not engage

with user-generated contentVS.

HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION

When a customer buys exactly what they intended to buy, that is good for your store.

HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION

When a customer buys more than what they intended to buy, that is great for your store.

HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION

You can quantify the percentage of customers who interacted with UGC and how much more money they spent in your store.

Sales

HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: SALES

% sales from UGC % engagement with UGC>

HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: SALES

% sales from UGC % engagement with UGC>

% sales from UGC% engagement with UGC >

HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: SALES

Acquisition

HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ACQUISITION

HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ACQUISITION

Data-Backed Tips for Leveraging Social Proof

DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF

How data can help you leverage social proof

• Collection: Getting reviews, photos, and other customer content

• Management: Understanding the significance behind that content

• Distribution: Displaying this content to get the most out of your social proof

Collection

6 to 8.5%of customers respond to post-purchase UGC requests.

DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: COLLECTION

HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION

Optimize your UGC collection by analyzing what you’re saying, and when you’re saying it.

HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION

What you’re saying: subject lines When you’re saying it: time of day

DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: COLLECTION

DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: COLLECTION

Management

Most common words in customer reviews in 2016

DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT

Natural Language Processing

• Identify customer concerns and experiences early

• Publish UGC that accurately reflects customer sentiment

DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT

DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT

DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT

DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT

DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT

DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT

DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT

Distribution

The more recognition you give your customers, the more genuine information you get from your customers

DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: DISTRIBUTION

Customize your ratings and highlight customer feedback

DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: DISTRIBUTION

Showcase customer experiences to increase checkouts by 29%

DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: DISTRIBUTION

Display user-generated content across your site in creative ways

DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: DISTRIBUTION

Key Takeaways

Key Takeaways

• UGC allows you to learn from your customers and for your customers to learn from each other

• Amplify your customers’ voices by collecting, managing and distributing UGC

• Measure the ROI of your user-generated content so you can effectively leverage social proof

APPLYING DATA SCIENCE TO SOCIAL PROOF

LEARN MORE NOW

Discover how Kissmetrics can help you optimize your marketing

JOANNA ALTERCo-marketing Manager, Yotpo

@alterjoannajalter@yotpo.com

THUE MADSENMarketing Operations Manager, Kissmetrics

@ThueLMadsentmadsen@kissmetrics.com

Questions?