Bv webinar how-social-consumer-helps-build-your-brand

How The Social Consumer Helps Build Your Brand November 20, 2014

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Today’s speakers

Amy Hayes VP of Global Brand Bazaarvoice

Tracy Stokes Principal Analyst Forrester

Sara Kenton Director of e-Commerce YETI Coolers

A commissioned study conducted by Forrester Consulting on behalf of Bazaarvoice. Confidential and Proprietary. © 2014 Bazaarvoice, Inc. and Forrester Research Inc.

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•  Technology-empowered consumers take control

•  User-generated content is a rising but immature

discipline

•  How user-generated content can build your brand

•  The YETI Coolers story

•  Recommendations

Agenda


Technology-empowered consumers have taken control

64% 54%

© 2014 Forrester Research, Inc. Reproduction Prohibited

© 2014 Forrester Research, Inc. Reproduction Prohibited 5

Source: “Build Your Content Brand By Delivering Customer Value” Forrester report

… they are perpetually connected

US online adults have an average of

3

connected devices

52%

And constantly distracted

58%


Customers now choose how they connect with brands

Information scarcity

Attention abundance

Attention fatigue

Information overload


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discipline




Agenda


UGC is a critical marketing tool during the early stages of the Customer Life Cycle

Especially for new product launches


Ratings and reviews are a highly influential form of UGC

“Ratings and reviews [are most important]. Consumers are used to the fact that popular products have a lot of ratings & reviews online. It looks fishy if you don’t have them.” – Brand Manager, CPG Company

For marketers And consumers

76%


But lack of measurement limits UGC potential

›  Count UGC likes instead of measuring business or brand impact

›  Find UGC difficult to measure

›  Lack proof of performance needed to propel investment

“Our barriers are strategy, time, and importance. [UGC] is not viewed as important enough therefore there are no goals.” Global Digital Marketing Manager, Automotive Company


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discipline




Agenda


Trust drives brand resonance


Consumers trust content from other consumers more than from brands

9%

11%

17%

40%

36%

14%

19%

27%

48%

55%

Ads on websites (e.g. banners)

Posts by companies or brands on social networking sites

Brand sponsored content

Consumer-written online reviews

Professionally written online reviews

US EU

“To what extent do you trust each of the following types of advertising/promotion?” (4 or 5 on a scale of 1 [do not trust] to 5 [trust completely])

Source: North American Consumer Technographics Online Benchmark Survey (Part 1), 2014; European Consumer Technographics Online Benchmark Survey, 2014

Base: 58,583 US Online Adults 18+ Online Weekly or More; 16,538 European Online Adults 16+ Online Weekly or More (France, Germany, GB, Italy, Netherlands, Spain, Sweden)


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Brand responses improve perception


Leverage UGC To Build Your Brand


UGC must be authentic to build credibility

“We track pictures and recipes. We asked people to send pictures of their chicken meals and it has become an encyclopedia of chicken.” –Digital Media Manager, CPG Company

Share UGC that goes beyond product features & benefits

Be transparent in the source of your UGC


© 2014 Forrester Research, Inc. Reproduction Prohibited 18

UGC Must Be Measured To Build Maturity

Set goals around quality and engagement

Set up controlled tests to measure business impact

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Health and beauty brand saw 2x click-through-rate when creative advertising included UGC

UGC’s Impact on Marketing Effectiveness

Traditional Advertising

Advertising with UGC


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discipline




Agenda


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•  Founded in 2006 in Driftwood, TX

•  Simple Mission: Build a cooler that wouldn't break

•  Reached $100 million mark in 2013

•  Primary users today are hunters and anglers

•  Word of mouth has been critical to our success

The YETI Story


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A look back.


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Ratings & Reviews


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Ratings & Reviews


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Ratings & Reviews


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Ratings & Reviews


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Ratings & Reviews > Gaining Insight

★★★★★ NO OUTSIDE CONDENSATION IS AWESOME. - Ezzie"I am totally in love with my Rambler. It is by far the best Tumbler I have ever owned. It hold ice indoors for hours. I also love the fact that no rings from condensation are ever a problem. I would and have recommended this item as a gift to all of my friends. If I were wealthy they would all get 1 from me. Thanks Yeti for making my life & my hunting a better experience. I did not even mention FOOTBALL season. I think my Clemson Tigers will be a better team because I will be using my Rambler at the Tailgate..... Go Tigers."

Wonderment, awe, surprise, astonishment, bewilderment, admiration, incredulous, startling,

staggering, mindboggling, IRRATIONAL AMAZEMENT


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Social Curations Help Answer Key Questions


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Building a Community > A Central Hub


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Building a Community > A Central Hub


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discipline


•  The YETI Cooler’s story


Agenda


Recommendations › Employ tools and platforms that curate and

verify


Recommendations › Collect data to build up internal

benchmarks for good, better and best UGC


Recommendations ›  Integrate UGC into your brand

measurement tracker


Recommendations ›  Incorporate UGC into other

marketing communications


Recommendations › Turn UGC into insights and

action


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Thanks! Questions?

Amy Hayes VP of Global Brand Bazaarvoice [email protected]

Tracy Stokes Principal Analyst Forrester [email protected]

Sara Kenton Director of e-Commerce YETI Coolers [email protected]
