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Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 1
Authentic reviews drive shopper experience
consumer lifetime value
page views/month conversion lift YOY increase in retailer review volume
2X 4% 5M+ 26%
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 2
…and provide a recurring insights & content source
Make sure to get the Ultra Fine Eyeliner Brush to get the perfect application… “
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 3
Ask
Absorb
Action
• Minimum of 2 evergreen content asks • 1-2 targeted programs every 12 months • Leverage existing campaigns where possible
• Participate in quarterly content reviews • Share WOM content with internal divisions • Build WOM check-ins into ongoing decision process
• Build relationships by responding to consumers • Modify content & education in response to issues • Consider consumer voice in new/improved products
Amplify • Digital & social media • Traditional & display ads • Targeted marketing
Active WOM program cycle (increasingly complex)
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 4
Annual WOM Plan Brand marketing plan Best practices
Success: Integrate Bazaarvoice best practices with existing marketing plans
Ask
Absorb
Action
Amplify
= +
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 5
Word of Mouth Program Playbook 5
3,380 reviews from brand proper;es
14,000+ brand reviews syndicated
to retailers
Syndication (to relevant retailers
in network)
Brand Site
Mobile
Volume Generating Tactics Review Content “Home”
From: Magnum Ice Cream<[email protected]> Date: October 24, 2013 7:15:18 AM EDT To: [email protected] Subject: Bring Out the Stars for Magnum—Rate Your Favorites Now! Reply-To: Magnum Ice Cream <MagnumIceCream-ctg1aeb76aacoubaqgl5knjgsakgaoqq@email.magnumicecream.com>
To ensure that you continue to receive Magnum® e-mails (and prevent them from being filtered as spam), please add [email protected] to your e-mail address book.
Are you starry-eyed over Magnum® Ice Cream? Is it 5-star worthy? Rate your favorite flavors now–your stars will guide the other
pleasure seekers.
Don't just enjoy your Magnum®. Bring out the stars for it!
Homepage
Success example: Magnum ice cream
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 6
Ask
Targeted Tactics (only 1-2 per yr) Evergreen Tactics (easy, on-going)
1. Triggered emails from site actions (e.g., coupons)
2. Spotlight w/in email newsletters 3. Social media leverage
1. Incentives/Sweepstakes 2. Email blast w/dedicated reviews CTA 3. Sampling programs 4. Live events 5. Integration with larger brand campaigns
Set annual volume goals and be proactive in an always-on content gathering plan.
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 8
Evergreen Tactics Add Ratings and Reviews CTA as a core element in your content strategy
Post Interaction Email Facebook Posts CRM
Ask
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 9
Ratings and Reviews Sweeps/Contests drive volume and brand engagement
Targeted Tactics
Ask
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 10
Amplify
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 11
Amplification recommendations: Replay consumer conversations in store & media
One-time Tactics (12 month period) “Always On” Amplification
• Retail Syndication • Mobile Integration • Facebook publishing • SEO optimization
• Digital media with review content • Print media with review content • Broadcast media with review content • Shopper marketing with review content
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 12
Amplify
Ratings & Reviews
Owned Assets
Ads
+35% Click-Through Social
+78% “Buy Now” Increase
(CPG Avg)
+79% Conversion Rate
+193% Click Thru
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 13
Absorb
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 14
Understand what your consumers are saying about your products and brand Learn who your top detractors and promotors really are
Absorb
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 15
Action
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 16
Review Content Drives Insights Reviews can serve as your 24 x 7 focus group: always on and always authentic
Action
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 17
Consumers Brands Retailers
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 18
Thank you and Q&A
