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@samdecker 1
3 ideas to succeed…in a world full of influencers.
Sam DeckerDecker Marketing // Former CMO of [email protected] / @samdecker
Get Plugged Into the Customer Voice in Action
@samdecker 2
People
Retailer
ManufacturerPublishers
@samdecker 3
Reputation Economy Blurs the Lines
can be an
Influencer
Anyone
@samdecker 4
@samdecker 5
3 Ideas to Succeed…
@samdecker 6
in a world full of influencers.
1. Customer Oxygen
2. Participation Chain
3. Social Commerce Rockstar
Customer Oxygen makes the customer voice pervasive in every function every day
@samdecker 7
A big mistake I see in “social”
Context FailSocial content or
participation is not relevant
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1
Product or Service
Reviews
AnswersStories
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Is it pertinent to purchasing?
@samdecker
@samdecker 10
CustomerAffirmation tool for customers considering purchase and provide feedback to Dell
Rating
Product Development
Insight to customers likes, pain-points, desires & uses
Rating
SalesHighlight reviews as part of sales process- online, chat and phone
Rating
Customer CareAttend to customer issues to surprise & delight customers- Dell cares
Rating
BrandTool to receive direct feedback on customer uses, behaviors & nomenclature
Be the first to write a review!
The Customer &
Dell areEngaged
@samdecker 11Source: Bazaarvoice
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Participation Chain connects the points where customers can contribute, increasing engagement & content
@samdecker 15
A second big mistake I see in “social”
Activity = Progress.Collecting “Likes” or
“Followers” like bottle caps
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“Participation Chain” turns engagement into value
@samdecker 21
• 90% write reviews to help others make good buying decisions
• 79% write reviews because they want to reward a company
• 70% write reviews because they want to help companies improve their products
Two Primary Reasons People Participate
Altruism And…
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139% increase in reviews per day
239% increase in photos submitted per week
Confidential and Proprietary. © 2009 Bazaarvoice, Inc.@samdecker
Social Commerce Rockstars increase participation AND use customer content /data to drive business
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@samdecker 29
@samdecker 30
The treasure is in “solid” metrics
SOFT SOLID
@samdecker 31
Path to Social Commerce Rock Star
ParticipationStrategies
Content & Data Usage
“Karaoke Star”
“Garage Band”
“One Hit Wonder”
Social Commerce “Rock Star”
”
= size of ROI
@samdecker 32
‘The Real Business is in the 1-star reviews!’Glenn Senk, CEO of Urban Outfitters
@samdecker 33
Reviews drive organizational decisions
• Popular and pricey table was commented as being “too soft”
• The Land of Nod modified the table and sent free replacements to reviewers
• Built stronger customer relationships and created a word-of-mouth event
34Source: Bazaarvoice@samdecker
Here comes the shocking part…
The Land of Nod analysed the comments, reengineered the table and then sent replacements to every single reviewer!
@samdecker 35
A Christmas story…
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This is what he got…
• “Pricey and gross, but fun for boys”
• “If you want your child to cry, buy this toy!”
• “****CANO!!!”
• “Smells like feces”@samdecker
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Her fault
@samdecker 42
43@samdecker
@samdecker 44
can be an
Influencer
Anyone
@samdecker 45
Click icon to add chart
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