The Future of Campaign Success:Making Sense of Social Conversations

Strategic Consultant

Kimberley Wood

Confidential and Proprietary. © 2012 Bazaarvoice, Inc. 2

By 2017 Millennials will have

greater spending power than any generation

2/3rd’s of Millennial’s won’t even consider making a

purchase decision without information from friends

and strangers

Bazaarvoice, 2012

Confidential and Proprietary. © 2012 Bazaarvoice, Inc. 3

Confidential and Proprietary. © 2012 Bazaarvoice, Inc.

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“The days of controlling the message are absolutely over. At best you’ll be invited in and

you’ll get to co-create and participate with consumers.”

Wendy Clark - Senior Vice President, Integrated Marketing Communications - The Coca-Cola Company

Confidential and Proprietary. © 2011 Bazaarvoice, Inc. 4

Trust Deficit

92%Of consumers

trust earned media above all other advertising

Nielsen, 2012

12xConsumers trust consumer reviews more than brand advertising

eMarketer, 2010

10.2Sources of informationare used by the average shopper to make a decision

Google ZMOT, 2012

24%Decline in trust for TV advertising between 2009 and 2011

Neilson, 2012

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Confidential and Proprietary. © 2012 Bazaarvoice, Inc.

50% uplift in onsite conversion

Confidential and Proprietary. © 2012 Bazaarvoice, Inc. 7

Domino’s learns from customers, drives

advocacy and scales

reach

Confidential and Proprietary. © 2012 Bazaarvoice, Inc. 8

Confidential and Proprietary. © 2012 Bazaarvoice, Inc.

White Stuff builds brand

awareness around their

core values

Confidential and Proprietary. © 2012 Bazaarvoice, Inc.

House of Fraser engage and inspire

Confidential and Proprietary. © 2012 Bazaarvoice, Inc.

Confidential and Proprietary. © 2012 Bazaarvoice, Inc.

One of the company’s current notebooks has 20 features that engineering changed from one generation of the product to the next based on customer feedback

“ We have a strong belief that customer feedback helps us improve products and services, and Bazaarvoice has given us a way to scale that process. For us, reviews were a very logical step in our journey to become more customer-centric.”

Michael Buck, Executive Director, Global CSMB Online Marketing and Marketing Strategy

Confidential and Proprietary. © 2012 Bazaarvoice, Inc.

Benefits from earned media . . .

• Consistent cross-channel messages

• Builds trust through brand transparency

• Creates engagement and advocacy

• Improves conversion

• Helps with product improvement & development

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• 13.8 Billion Impressions Served Monthly• 98+ Million Consumer Reviews• Deployed in 35+ Languages• 1,076 clients; 109 of Fortune 500 (20+%)• $125M+ revenue• 900+ employees

Bazaarvoice