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La passion de vos clients transforme les consommateurs en acheteurs
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Transcript of La passion de vos clients transforme les consommateurs en acheteurs
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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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Pu
blish
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Broadcast Social 1.0Hyper-Social
Revie
ws
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Pu
blish
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Broadcast Social 1.0Hyper-Social
Revie
wsProfessional User-Generated
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Pu
blish
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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