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Heutzutage finden viele Gespräche in sozialen Netzwerken statt. Das bedeutet, dass Milliarden von Unterhaltungen, die früher ausschließlich offline stattfanden, nun über soziale Netzwerke für jedermann zugänglich sind. Beiträge in sozialen Netzwerken bieten die Möglichkeit, die Meinung von Kunden einzufangen und Käufer auf effizientere Weise als jemals zuvor zu binden. Die Kombination aus Bewertungen und umfassenden sozialen Inhalten führt zu einer vollkommenen Einkaufserfahrung, da beide Seiten des Gehirns stimuliert werden und ein umfassender Überblick über das Produkt für zukünftige Käufer geschaffen wird.
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Customer Love Turns Shoppers Into BuyersWebinar: 2. 10. 2014
Host: Jason Ford
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Housekeeping Items
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• Format
• 35 minute presentation
• 25 minutes for Q&A
Housekeeping Items
3
• Format
• 35 minute presentation
• 25 minutes for Q&A
• Ask a Question
• #bvlearn on Twitter
• Chat panel in GoToWebinar
Housekeeping Items
4
• Format
• 35 minute presentation
• 25 minutes for Q&A
• Ask a Question
• #bvlearn on Twitter
• Chat panel in GoToWebinar
•Recording – webinar recording will be available at Bazaarvoice.com
Housekeeping Items
5
Jason
Ford
Confidential and Proprietary. © 2014 Bazaarvoice, Inc. 6
2009
Confidential and Proprietary. © 2014 Bazaarvoice, Inc. 77
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Twitter Flickr YouTube
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Brand
Website
Social
Networks
Instead of sending
traffic off to the
social networks…
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Brand
Website
Social
Networks
Brand
Website
Social
Content
Instead of sending
traffic off to the
social networks…
…brands should pull
in social content and
retain visitors.
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Many brands are jumping on the social
media bandwagon, without giving proper
thought about the impacts to their
marketing effort...Marketers spend
millions of dollars to get people to visit
their corporate website, so why would
they be so quick to send them away?
– Jeremiah Owyang, Altimiter
“
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Evolution of the Marketplace
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The advent of the Industrial Age did more
than just enable industry to produce products
much more efficiently. Management’s
approach to production and its workers was
quickly echoed in its approach to the market
and its customers.... If products and workers
were interchangeable, then interchangeable
consumers began to look pretty good too.
– The Cluetrain Manifesto
“
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Can this be more human?
27EPS\Other\Bazaarvoice - 601701849Confidential and Proprietary. ©
2011 Bazaarvoice, Inc.
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Where do we get shopping
information today?
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Professional
Reviews
Consumer
Reviews
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350 MillionPhotos posted daily
60 MillionPhotos posted daily
58 MillionPhotos Tweeted daily
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Evolution in UGC
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3939
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Pu
bli
sh
ing
Broadcast Social 1.0 Hyper-Social
Rev
iew
s
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Pu
bli
sh
ing
Broadcast Social 1.0 Hyper-Social
Rev
iew
s
Professional User-Generated
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Pu
bli
sh
ing
Broadcast Social 1.0 Hyper-Social
Rev
iew
s
Professional
UGCRational Emotional
• Emotive
• Spontaneous
• Unsolicited
• Bite-sized
Inspiration
• Empirical
• Rational
• Solicited
• Detailed
Validation
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Conversion occurs when the
rational meets the emotional
“Sr Marketing Exec, Fortune 100 BV Client
CommodityValues: practicality, convenience
LifestyleValues: access, simplicity
EnjoymentValues: discovery, curiosity
Evolution ofonline retail
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Using social posts as reviews“
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Integrating social in the
commerce experience
Confidential and Proprietary. © 2014 Bazaarvoice, Inc. 57
Collection Display
Gather content
Curation
Human moderation, curation
and tagging
Filter for relevance
1 2 3
Display on brand and social sites,
mobile sites, and in native
advertising.
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Social Post Enhancement
Appropriate
Content
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Social Post Enhancement
Appropriate
Content
User
Permission#approved
While all content gathered by Curations is public,
Bazaarvoice recommends establishing explicit consumer
consent for its use:
“I love #product”
“I love #product
#marketinghashtag”
User Permission
Required
User Permission
Required
User Permission
Required
User Permission
Not Required
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Social Post Enhancement
Appropriate
Content
Product Tagging
Yeti Tundra (SKU: 104724)
User
Permission#approved
6666
Curations Gallery
Campaigns
Splash pages
Category pages
6767
Curations on the Product Page
Social photos on
product pages
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Visual UGC in
Purchase Path
25-40% Engagement
3-9% Lift in Conversion (on top of R&R)
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Let’s make shopping social again.
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Questions
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