trusted social commerce fosters engagement

Make Your Social Commerce Experience More Trustworthy

Part 2: Increase Trust, Grow Engagement

2

Trust is Essential to Social Commerce

About.com, The Elements of Trust, June 2012

84% of consumers say that trustworthiness is required in order for them to interact with a brand

© Demand Media 2013 All rights reserved

3

Consumers Primarily Trust Those They Know

Nielsen asked 28,000 consumers about Trust and Social Commerce

Nielsen, 2012

92% 8% 70% 30%

58% 42% 58% 42%

50% 50% 16% 84% 15% 85%

Recommendations from people I know

Consumer opinions posted online

Editorial content e.g., newspaper article

Branded websites

Emails I signed up for

Display ads

Mobile text ads

Trust completely/ somewhat

Don’t trust much/ at all


5 Factors that Influence Your Social Trustability

4

IDENTITY When participants are

encouraged to use their real names, the

trustability of the social experience

goes up

OWNERSHIP Verified product

ownership is critical as consumers are diving deep into features and

experiences

ATTRIBUTES When product reviewers and others are identified with structured attributes or characteristics, their

relevancy and trustability grows

RELATIONSHIP When it’s easy for participants to see

how they are connected they can

find trustworthy, personally relevant

information

EXPERIENCE Demonstrated product,

category and skill experience on the part of content contributors

is often even more important to consumers


Trust is Important at Every Stage

5

1

TRUST

New consumers are more attracted to your brand by trusted connections and content

Rewarding contributors who are credible and helpful surfaces your most trustworthy customers

TRAFFIC

4 LOYALTY

2

Trust that comes from consuming useful content in the company of likeminded people creates emotional bonds

Direct and detailed product experiences, tied to known, credible sources, inspire more and bigger transactions

ENGAGEMENT

3 CONVERSION


6

Engagement: Connecting With Your Audience

True Engagement is about consumers connecting emotionally with your brand

It leads to return visits, time on site and sharing

Trust establishes your brand’s authority and credibility

Engagement-focused brands own the conversation around their core passion

Social Commerce features can influence the conversation’s trustworthiness


7

Topical Articles Drive Engagement

Long-form contributions from expert staff or consumers enhance your authority on product or lifestyle topics that are core to your brand.

They also provide a platform for deliberation and conversation.

Properly configured, these articles also have high SEO value.

HomeClick uses Blogs to host DIY Guides that are authored by both staff experts and knowledgeable customers


8

Content Comments Drive Engagement

Article Comments give voice to consumers who want to react to original content on your website.

They are a relatively low-effort vehicle for getting consumers to contribute, interact and engage.

Properly configured, they also offer high SEO value.

Sky News built an amazing and very popular tribute to Steve Jobs using Comments


9

Media Showcases Drive Engagement

Consumer-contributed photos and videos linked to a brand’s core passion are inherently credible.

They are a reflection of contributor Engagement and inspire Engagement in others.

The entertainment value of media make them a strong source of goodwill.

Nike invites golf enthusiasts to upload videos of their swing, and then compare their form with friends’ or even pros’


10

Community Pages Drive Engagement

Community pages inspire Trust by highlighting a brand’s “best”, “most popular” and “featured” content.

Community Pages also create Trust by orienting and engaging newcomers.

They also provide returning visitors with context and navigation.

Nestlé’s Very Best Baking Community Page offers a mix of product-related content the staff wants visitors to see and discovery-driven links


11

Member Profiles Drive Engagement

Member profiles with • biographical data • tracking of contributions and

relationships • photos • blogs • lists of badges earned all encourage Engagement and build Trust around identity.

Cleveland Cavaliers fans enjoy robust profiles that let them find, friend and message each other, and post their own blogs and photo galleries


12

Gamification Drives Engagement

Points and Badges can be configured to capture consumers’ participation, credibility and trustworthiness. Leader Boards can showcase influencers and respected contributors. Public display of these achievements build Trust and deepen Engagement. AARP supports both Earned and Assigned

badges which recognize helpfulness, respect and frequent contribution


13

Social Commerce, Trust and Engagement

Consumers demand Trust in their Social Commerce experiences

Trust influences every stage of the Social Commerce cycle

You can takes steps that build Trust into your Social Commerce experience

Engagement is about leveraging passion to build consumer connections

You can create emotional connections with your core audience using • Topical Articles • Article Comments • Content Scoring • Media Showcases • Community Pages • Member Profiles • Gamification


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

About Pluck

14 © Demand Media 2013 All rights reserved

15

Pluck is the Choice of Market Leaders


16

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 Increases Conversion

Trusted Social Commerce Produces Loyalty

trusted social commerce fosters engagement

Technology

comments demand media

elements of trust

rights reserved7

rights reserved5

dont trust muchsomewhat

trust andsocial commercetrust

social commerceof consumers

consumers tocontribute