Online Reputation in the E-Commerce Arena - Vincenzo Calenne, Ciao, at Internet World
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Online Reputation in E-Commerce Arena Vincenzo Calenne Team Leader Sales Ecommerce Ciao UK
description
Vincenzo Calenne, Team Lead of E-Commerce Sales Ciao Italy and UK, spoke about ‘Online Reputation in the E-Commerce Arena’ at Internet World 2011. Covering the importance of online reputation in relation to e-commerce, he discussed the impact of the power shift from advertiser to the consumer resulting from the rise in online review sites. Vincenzo’s talk took place on Tuesday 10th May 2011 at 11h45-12h00.
Transcript of Online Reputation in the E-Commerce Arena - Vincenzo Calenne, Ciao, at Internet World
Online Reputation in E-Commerce Arena
Vincenzo CalenneTeam Leader Sales Ecommerce Ciao UK
Today‘s Agenda
Ciao at a Glance
Importance of Online Reputation
Criticism as an Opportunity
Conclusion
Ciao at a Glance
Ciao At a Glance About ciao.co.uk
Source: ComScore, March 2011
Media Total Unique Visitors (000) % Reach Average Daily
Visitors (000)Total Pages
Viewed (MM)Total Visits
(000)Average Minutes
per VisitAverage Visits per
Visitor
Total Internet : Total Audience 41,309 100.0 32,756 113,210 2,899,410 26.3 70.2
Comparison Shopping 15,831 38.3 1,268 188 40,390 1.9 2.6
1 Shopzilla.com Sites 3,967 9.6 182 16 5,929 1.1 1.5
2 3,345 8.1 117 18 3,834 1.5 1.1
3 LOWPRICESHOPPER.CO.UK 2,303 5.6 102 10 3,258 1.1 1.4
4 SUPAPRICE.CO.UK 2,196 5.3 95 7 3,034 1.3 1.4
5 Shopping.com Sites 2,158 5.2 105 7 3,388 1.1 1.6
6 ValueClick Sites 1,578 3.8 85 9 2,715 1.9 1.7
7 Nextag.com Sites 1,353 3.3 50 5 1,631 1.5 1.2
8 Twenga 1,195 2.9 52 5 1,671 1.2 1.4
9 DEAL24.CO.UK 1,173 2.8 48 4 1,538 0.8 1.3
10 SMARTERDEAL.CO.UK 1,107 2.7 46 3 1,458 1.2 1.3
#2
#5
#1 #1
#1 #1
#3 #3
Ciao At a Glance About Europe
Source: ComScore, March 2011 based on unique visitors
Ciao At a Glance What is ciao.co.uk?
price comparison
…and many product offers
Ciao At a Glance What is ciao.co.uk?
users opinions on products
users opinions on merchants
Ciao At a Glance What is ciao.co.uk?
importance of online reputation
Merchant Selection
Purchase Experience
Share personal Experience
Product Selection
Buying Cycle consumer decision making process
Consumer Advice & opinions
Advice & opinions
Research
I don't know
Merchant advice
Personal experiences
Opinions of friends and family
Expert opinions
Other consumers experiences
Source: Penn, Schoen, Berland Associates, Inc., LinkShare Trend Watch Research: New Info Shoppers, Recession Buyers and the 2009 Online Shopping Outlook, 2009
Purchase Decisions: what really mattersonline and offline factors
46%
24%
16%
8%
3%
2%
Can we trust other users experience?consumer experiences matter
Source: “Trends 2009: European Online Retail”, Forrester Research
Sweden
Netherlands
France
Spain
UK
Italy
Germany
56%55%49%49%49%40%38%
“People are looking to own the research process, not to be told by either salespeople or advertisers what the product is about.”3 -Penn, Schoen & Berland Associates
79% of online UK retailers surveyed reported that the main benefit of consumer-generated
rating and reviews was that they improved site conversion rates.2
-eMarketer, 2009
68% of users have changed their
purchase decision based on other
consumer reviews.1
Power Shifting: advertiser to consumerconsumer reviews
Source: 1Ciao User Survey ciao.co.uk, April 2011 | 2eMarketer, 20093 Penn, Schoen & Berland Associates Market Research 2010 |
Moderate or delete comments
Respond privately to the criticism
Respond publically (in the same forum)
to the criticism
Ignore it Other Don’t know
How do you deal with criticism with your product / company
on the Internet?
37%
Source: Visitor survey at Internet World London, April 2009
Online Criticismhow do you deal with criticism?
38%
4%14%
3% 4%
consumer portals
business networks
editorialtests
blogs
social communities
manufacturer sites
forums
online shops
Sources of Informationconnect via social platforms
Sources of Informationconnect via social media
Source: Social Media Prism, Ethority.de
Online Criticismnegative review: typical situation
fear suspicion
frustration
distrustuncertainty
Online Criticism how do you react?
Action vs Passivenegative review: response
Action vs Passivefeedback request within email reply
Action vs Passiveother examples: UK
Action vs Passiveother examples: Spain
Action vs Passiveother examples: The Netherlands
Action vs Passiveother examples: Italy
Conclusion
Assign Resource
Identify relevant sites
Check regularly
Understand criticism as an opportunity
Develop dialogue
Conclusion
Vincenzo CalenneTeam Leader Sales Ecommerce Ciao UK
Ciao Commerce DivisionMicrosoft Deutschland GmbH
Leopoldstrasse 23680807 Munich, Germany
Ciao on the Internet:http://ciao.co.uk
http://www.ciao-group.comhttp://twitter.com/ciao_uk
http://www.facebook.com/ciaouk
Thank you!
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