0

Customer Love Turns Shoppers Into BuyersWebinar: 2. 10. 2014

Host: Jason Ford

1

Housekeeping Items

2

• 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

8

Twitter Flickr YouTube

9

10

Brand

Website

Social

Networks

Instead of sending

traffic off to the

social networks…

11

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.

12

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

“

13

14

16

Evolution of the Marketplace

17

18

19

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

“

20

21

22

23

24

25

26

Can this be more human?

27EPS\Other\Bazaarvoice - 601701849Confidential and Proprietary. ©

2011 Bazaarvoice, Inc.

27

28

29

30

31

32

Where do we get shopping

information today?

33

Professional

Reviews

Consumer

Reviews

34

36

350 MillionPhotos posted daily

60 MillionPhotos posted daily

58 MillionPhotos Tweeted daily

37

Evolution in UGC

38

3939

40

41

Pu

bli

sh

ing

Broadcast Social 1.0 Hyper-Social

Rev

iew

s

42

Pu

bli

sh

ing

Broadcast Social 1.0 Hyper-Social

Rev

iew

s

Professional User-Generated

43

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

45

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

47

Using social posts as reviews“

48

49

50

51

52

53

54

55

56

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.

61

62

Social Post Enhancement

Appropriate

Content

63

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

65

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

68

Visual UGC in

Purchase Path

25-40% Engagement

3-9% Lift in Conversion (on top of R&R)

69

Let’s make shopping social again.

70

Questions