#cnx14 - innovations in presenting the voice of the consumer to validate messaging and loyalty
DESCRIPTION
Social posts, pinboards, on-premise surveys and activations, tagged reviews: the online tool kit for telling a brand what you think about their product or experience is larger than ever, but who are the innovators in the collection and usage of this data? With so many channels surrounding the customer’s experience, how do we build a strategy that puts customers in some kind of priority or action plan? This session will explore a number of recent stories of marketers that broke the mold and tried something new, or kept it simple and enhanced a proven tactic to gain more from consumer feedback. Learn from brands in apparel, hospitality, home improvement, and packaged goods about new ways to leverage what has quickly become an industry assumption: your customers tell the story better than you can. Our speaker, Frank Burns, is a Client Partner at Bazaarvoice, overseeing customer success on the Curations product which was launched in early 2014. Curations is the evolution of FeedMagnet, a social startup where Frank lead the services group, working with some of the biggest brands in the world to harness social content for their marketing programs. His career spans 15 years in the US and UK, working with clients to identify the best uses for technology and make them a reality - from strategy to implementation and measurement.TRANSCRIPT
Frank BurnsClient Success Director
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Confidential and Proprietary. © 2014 Bazaarvoice, Inc. 2
3.0
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350 Million
Photos posted daily
60 MillionPhotos posted daily
58 MillionPhotos Tweeted
daily
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#TBT
Reviews 1.0
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Reviews 2.0
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Publishing 1.0
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Publishing 2.0
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Pu
blish
ing
Broadcast Social 1.0 Hyper-social
Revie
ws
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Consumer Behavior Trends
1. Prolific sharing of spontaneous feedback
2. Convergence of shopping experience and content experience
3. Short-form, visual, fast-moving content
4. Omni-channel feedback and purchase opportunities
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Left Brain
Right Brain
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People are both Rational and Emotional
Rational:• Numbers
• Ratings
• Product
Specs
Emotional:• Pictures
• Videos
• Stories
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Visual Commerce Era
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1. How can you amplify your consumers’ voices?
2. Can you replace or augment your brand/marketing message with consumers’ voices?
Two Questions:
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Ikea PS 2014
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Houzz “ideabook”
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Starwood Guest Galleries
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Clark’s Style Gallery
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Clinique Product Detail Gallery
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Visual UGC in Purchase PathDrives Results25-40% Engagement
3-6% Lift in Conversion
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Confidential and Proprietary. © 2014 Bazaarvoice, Inc. 24
Consumer Behavior Trends
1. Prolific sharing of spontaneous feedback
2. Convergence of shopping experience and content experience
3. Short-form, visual, fast-moving content
4. Omni-channel feedback and purchase opportunities
Open Discussion:Innovation Examples