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Customer Love Turns Shoppers Into BuyersWebinar: 1 October 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

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• Format

• 35 minute presentation

• 25 minutes for Q&A

• Ask a Question

• #bvlearn on Twitter

• Chat panel in GoToWebinar

Housekeeping Items

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• 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

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Jason Ford

Confidential and Proprietary. © 2014 Bazaarvoice, Inc. 7

2009

Confidential and Proprietary. © 2014 Bazaarvoice, Inc. 88

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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?

28EPS\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 Million

Photos posted daily

60 MillionPhotos posted daily

58 MillionPhotos Tweeted

daily

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Evolution in UGC

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4040

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Pu

blish

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Broadcast Social 1.0Hyper-Social

Revie

ws

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Pu

blish

ing

Broadcast Social 1.0Hyper-Social

Revie

wsProfessional User-Generated

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Pu

blish

ing

Broadcast Social 1.0Hyper-Social

Revie

wsProfessional

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. 58

Collection Display

Gather content

Curation

Human moderation, curation and tagging

Filter for relevance

z

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 TaggingYeti Tundra (SKU: 104724)

User Permission

#approved

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Curations Gallery

Campaigns

Splash pages

Category pages

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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