Trusted Social Commerce Fosters Engagement
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Transcript of Trusted Social Commerce Fosters Engagement
Make Your Social Commerce Experience More Trustworthy
Part 2: Increase Trust, Grow Engagement
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Trust is Essential to Social Commerce
About.com, The Elements of Trust, June 2012
84% of consumers say that trustworthiness is required in order for them to interact with a brand
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Consumers Primarily Trust Those They Know
Nielsen asked 28,000 consumers about Trust and Social Commerce
Nielsen, 2012
92% 8% 70% 30%
58% 42% 58% 42%
50% 50% 16% 84% 15% 85%
Recommendations from people I know
Consumer opinions posted online
Editorial content e.g., newspaper article
Branded websites
Emails I signed up for
Display ads
Mobile text ads
Trust completely/ somewhat
Don’t trust much/ at all
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5 Factors that Influence Your Social Trustability
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IDENTITY When participants are
encouraged to use their real names, the
trustability of the social experience
goes up
OWNERSHIP Verified product
ownership is critical as consumers are diving deep into features and
experiences
ATTRIBUTES When product reviewers and others are identified with structured attributes or characteristics, their
relevancy and trustability grows
RELATIONSHIP When it’s easy for participants to see
how they are connected they can
find trustworthy, personally relevant
information
EXPERIENCE Demonstrated product,
category and skill experience on the part of content contributors
is often even more important to consumers
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Trust is Important at Every Stage
5
1
TRUST
New consumers are more attracted to your brand by trusted connections and content
Rewarding contributors who are credible and helpful surfaces your most trustworthy customers
TRAFFIC
4 LOYALTY
2
Trust that comes from consuming useful content in the company of likeminded people creates emotional bonds
Direct and detailed product experiences, tied to known, credible sources, inspire more and bigger transactions
ENGAGEMENT
3 CONVERSION
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Engagement: Connecting With Your Audience
True Engagement is about consumers connecting emotionally with your brand
It leads to return visits, time on site and sharing
Trust establishes your brand’s authority and credibility
Engagement-focused brands own the conversation around their core passion
Social Commerce features can influence the conversation’s trustworthiness
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Topical Articles Drive Engagement
Long-form contributions from expert staff or consumers enhance your authority on product or lifestyle topics that are core to your brand.
They also provide a platform for deliberation and conversation.
Properly configured, these articles also have high SEO value.
HomeClick uses Blogs to host DIY Guides that are authored by both staff experts and knowledgeable customers
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Content Comments Drive Engagement
Article Comments give voice to consumers who want to react to original content on your website.
They are a relatively low-effort vehicle for getting consumers to contribute, interact and engage.
Properly configured, they also offer high SEO value.
Sky News built an amazing and very popular tribute to Steve Jobs using Comments
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Media Showcases Drive Engagement
Consumer-contributed photos and videos linked to a brand’s core passion are inherently credible.
They are a reflection of contributor Engagement and inspire Engagement in others.
The entertainment value of media make them a strong source of goodwill.
Nike invites golf enthusiasts to upload videos of their swing, and then compare their form with friends’ or even pros’
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Community Pages Drive Engagement
Community pages inspire Trust by highlighting a brand’s “best”, “most popular” and “featured” content.
Community Pages also create Trust by orienting and engaging newcomers.
They also provide returning visitors with context and navigation.
Nestlé’s Very Best Baking Community Page offers a mix of product-related content the staff wants visitors to see and discovery-driven links
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Member Profiles Drive Engagement
Member profiles with • biographical data • tracking of contributions and
relationships • photos • blogs • lists of badges earned all encourage Engagement and build Trust around identity.
Cleveland Cavaliers fans enjoy robust profiles that let them find, friend and message each other, and post their own blogs and photo galleries
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Gamification Drives Engagement
Points and Badges can be configured to capture consumers’ participation, credibility and trustworthiness. Leader Boards can showcase influencers and respected contributors. Public display of these achievements build Trust and deepen Engagement. AARP supports both Earned and Assigned
badges which recognize helpfulness, respect and frequent contribution
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Social Commerce, Trust and Engagement
Consumers demand Trust in their Social Commerce experiences
Trust influences every stage of the Social Commerce cycle
You can takes steps that build Trust into your Social Commerce experience
Engagement is about leveraging passion to build consumer connections
You can create emotional connections with your core audience using • Topical Articles • Article Comments • Content Scoring • Media Showcases • Community Pages • Member Profiles • Gamification
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Integrated customer interaction platform Distinguished by its breadth of features and versatility, with product reviews and much more Used by 600+ retailers and brands Enables them to • grow their audience • accelerate product sales, and • ensure customer delight
About Pluck
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Pluck is the Choice of Market Leaders
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This Presentation is Part of a Series
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Look in SlideShare for the other presentations in Pluck’s
Trusted Social Commerce series: Trusted Social Commerce Attracts More Traffic
Trusted Social Commerce Increases Conversion
Trusted Social Commerce Produces Loyalty
www.pluck.com
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