woe zaal b 16.30 17.00 bazaarvoice
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Turning Social Conversation Into Action
March 20th , 2013
E-Shop Expo
Brussels, Belgium
Thierry SamsonClient Success Director - Benelux
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Confidential and Proprietary. © 2012 Bazaarvoice, Inc.
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Your brand is not what you say it is,it’s what your customers say it is.
Word-of-mouth builds trust
92%
OF CONSUMERStrust earned media above all other advertising.
(2012, Nielsen)
70%
OF CONSUMERSresearch online before purchasing in store.
(Google ZMOT, 2011)
12xMORE TRUSTin consumer recommendations than brand-generated marketing messaging.
(eMarketer, 2010)
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How do you turn social conversation into action for your organization?
Build your social engine
Engage
Scale
Act
Customer Decision Journey
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Customer Decision Journey
The Loyalty Loop
Buy
Engage customers for feedback, experiences, ideas, expertise, etc.
Allow the content to influence the evaluation of
products & services
Surface this content at the initial point of research for visitors
Drive calls to action throughout sales process
• Consideration
Buy
Surface authentic content and social proof from customer conversations to increase awareness and interest.
Catalogues and Window Displays TV Spots
EvaluationBuy
Attract shoppers for research and evaluation by providing an engaging experience with relevant reviews from people like them.
Organic Search
Supplier Q&A
Product Reviews
Social
On Site Promotions
Point of PurchaseBuy
Close the sale with shoppers, wherever they are, by filling information gaps and providing the social validation that they’re buying the right product.
In channel signage
In Store Kiosk
Mobile
Shelf Tags
• Advocacy
Buy
Encourage consumers to share their own experiences and leverage this information throughout other shoppers’ journey.
Post Interaction Email
Sales Receipts
Packaging
Loyalty Programs
Click icon to add picture
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Marketing• Net Promoter Score• Engagement• Awareness• Customer Acquisition
Marketing• Net Promoter Score• Engagement• Awareness• Customer Acquisition
E-Commerce• Traffic and SEO• Conversion Rates• Average Order Value
E-Commerce• Traffic and SEO• Conversion Rates• Average Order Value
Customer Service• Return Rates• Support Costs• Customer Satisfaction
Customer Service• Return Rates• Support Costs• Customer Satisfaction
Product Development• Innovation• Product Requirements
Product Development• Innovation• Product Requirements
PR• Authentic Stories• ID and Manage Risks
PR• Authentic Stories• ID and Manage Risks
Merchandising• Optimize Online & In-Store Shelf Space
Merchandising• Optimize Online & In-Store Shelf Space
Management• Customer-Centricity • ROI • Top line revenue
Management• Customer-Centricity • ROI • Top line revenue
Content Creation• Sites• Ads • Offline / In-Store
Content Creation• Sites• Ads • Offline / In-Store
Turning Conversation Into Action
Enhance consumer
engagement across channels
70,000Reviews collected in one day thanks to a post purchase email
Conversion is just the beginning
Confidential and Proprietary. © 2012 Bazaarvoice, Inc.
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Increase success of new product
launches
Within 24 HrsNew chicken product recipe changed after initial feedback
Improve existing products and
services
20 featureImprovements made to one of their latest notebooks thanks to reviews
Decrease product returns
20%Lower return for products with reviews
Increase sales
31%Increase in sales with reviews compared to product category
Drive Customer Acquisition
200%More organic traffic to Cabelas.com, generated by reviews
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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.
Some regional clients
Thank you !
March 20th , 2013
E-Shop Expo
Brussels, Belgium
Thierry SamsonClient Success Director - Benelux
[email protected]+31.6.5496.2255