1. Peter Holten Mhlmann@peter_holten@trustpilotSocial Media Week Copenhagen 20th February 2013 - Carlsberg

2. Making shopping online more social and more 120 employees, 26 nationalities Offices in CPH & NYC #smwtrust

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4. Trust is the currency of the future The consumer perspective How to get social proof as a company The business case Dealing with the negative Customer focus #fail examples - you cant cheat your way into trust #smwtrust

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6. 6 Think 2-5 years ahead. Now ask yourself these questions: Which consumer purchase decisions will not be based on other customers opinions? In which industries will companies be unaffected by their online reputation? #smwtrust

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8. 1. Lots of people like this 2. People like you like this 3. Your friends like this 4. You like this #smwtrusthttp://www.getelastic.com/the-5-dimensions-of-social-proof-on-ecommerce-sites/

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12. 75% of respondents would be deterredfrom buying after reading 3 bad reviews. (Lightspeed Research 2008)

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14. 80% of consumers do research before buying*Google / Ipsos Study 2012 #smwtrust

15. 1. Ask the crowd 2. Encourage conversations 3. Show off 4. Use the negativeSource: Demandforce #smwtrusthttp://www.marketingtechblog.com/social-website/

16. Everybody is writing reviews 47% of Britons have reviewed a product online *Sharing positive experiences is reviewers main motivation** 74% state that they write reviews because they want to share a good experience with other travellers 78% state that they write reviews because they feel good about sharing useful information with other travelers*Econsultancy, 2011** Tripadvisor #smwtrust

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18. Dos Polite, simple, short message. Send invitation to review after package is received. Personalize & Include image of sender.Donts Offer reward for good reviews. No other calls to action. No external links.

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24. There can be many right solutions. Use A/B testing. Dont compete with your own call to action buttons. External link to reviews on all pages, except checkout. Show that reviews are from a third party.

25. Version A: without reviews Version B: with reviewsTest by mogens-moeller.dk/ #smwtrust

26. Version A: without reviews Version B: with reviewsTest by mogens-moeller.dk/ #smwtrust

27. Version A: without Facebook Version B: with FacebookTest by mogens-moeller.dk/ #smwtrust

28. Version A: without Facebook Version B: with FacebookTest by mogens-moeller.dk/ #smwtrust

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32. Most companies over-estimate the significance of negative reviews.* Lack of negative reviews is perceived as untrustworthy.* One negative review replied to properly is worth 10 good reviews.* Forrester, 2010

33. A review is read around 8.6 times in average. Reply in a polite & timely manner. Continue issue resolution in private. 2/3 of consumers are happy to edit their review after issue resolution.

34. we found out that our Italian partner was no good we found out that our cancelation procedures needed to be fixed #smwtrust

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37. Closed Open - Not Transparent - Transparent - Excluding - Participatory - owned by companies - owned by consumers - Communication - Conversation - Reputation - Consumer Advice management #smwtrust

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42. fToday, the rates of fake reviews range from about 2% up to about 6%. Cornell University 2012By 2014, 10% to 15% of socialmedia reviews will be fake and paid for by companies. Gartner 2012 #smwtrust

43. Fact 1: 97% who made a purchase based on an online review found the review to be accurate (The Kelsey Group) Fact 2: Anyone can write a review on an open platform. Fake reviews happen. #smwtrust

44. Fact 1: 10+ Full time employees at Trustpilot works with review quality on a daily basis Fact 2: Advance processes capture suspicious reviews on any major review site. Machine learning Clustering Probability Models Behaviour Patterns Statistics #smwtrust

45. Fact 1: On Trustpilot reviews only get removed if they are fake or violating guidelines Fact 2: Companies can pay to automatically collect reviews from all customers Fact 3: Companies must follow service guidelines when collecting reviews #smwtrust

46. Your consumers will talk about you whether you want it or not Reputation and credibility cant be faked or bought for long Markets are conversations Engage! Any feedback, positive or negative, is good feedback Channel external feedback into your company culture You have a business case! #smwtrust

47. Thank you@peter_holten@trustpilot #smwtrust