community marketing: using customer & peer endorsement to lift conversions, generate leads, and...
DESCRIPTION
Websites that leverage peer participation and allow visitors to interact socially drive more results. 79% of online retailers reported that consumer-generated rating and reviews improved site conversion rates (eMarketer). And the trend doesn’t affect only consumer-facing businesses: 90% of B2B buyers first turn to the internet, including user-generated content (TechTarget/CMO Council). Learn: • How leveraging peer endorsement can lift conversation rates and drive more sales, leads, or revenue. • Different ways of fostering participation on your website - comments, ratings, reviews, and polls. • Actionable steps you can take and best practices for implementing community features.TRANSCRIPT
Community MarketingUsing Customer & Peer Endorsement to Lift Conversions, Generate Leads, and Drive Engagement
Prepared by Chris Oquist, Percussion Software
August 09
Presenters
• Chris Oquist , [email protected]– Marketing Manager
• Patrick LaPenna, Grand Rapids Community College– Director of Solutions
• Nate Barad, [email protected]– Director of Solutions
Follow Up:[email protected]
781-438-9900
Agenda
• What Is Community Marketing?• Why Is It Important?• Best Practices For Implementation• Grand Rapids Community College• Percussion Community Marketing Solution• Questions and Answers
What is Community Marketing?
• The act of enabling your online visitors to behave how they were hardwired to – socially.
• Leveraging peer endorsement to drive action.
• User-Generated Content (UGC)Ratings Reviews
Polls
CommentsUploaded Rich Media
Third-Party Community Content
What is Community Marketing?
The Social Internet Is Not New– Newsgroups– ListServs– Chatrooms– Discussion Forums
What is Community Marketing?
It’s Not Going Away
What is Community Marketing
Community Marketing can generate:
Awareness
Conversions
Leads
Revenue
Trust
New Products and Services
Self-SupportEngagement
Loyalty
Why It’s Critical
1.The Web is pervasive and ubiquitous.
Why It’s Critical
2. Traditional “push” marketing is less effective than ever before.
60% of American consumers don’t believe that companies tell the truth in advertising (Source: Yankelovich)
However…
Why It’s Critical
78% of users say consumer recommendations are credible (Source: Nielsen)
84% trust user reviews more than “expert” reviews
(Source: MarketingSherpa)
56% of site owners say user-generated content lifts conversion levels; 77% say it increases traffic; 42% say it boosts consumers’ average spend.
(Source: eConsultancy)
Why It’s Critical
And it’s not just B2C users…
Why It’s Critical
93% consider ratings and reviews very valuable for business decisions (Source: Carlsson Research)
58% have removed a supplier as an option because of negative reviews (Source: Carlsson Research)
Why It’s Critical
3. Internet users are empowered.
However…
Why It’s Critical
Why It’s Critical
Communities Drive Results
Communities can increase revenue per customer dramatically - up to 50% (Deloitte)
Communities Drive Results
Communities can increase revenue per customer dramatically - up to 50% (Deloitte)
Communites Drive Results
You don’t need to be Dell or
Starbucks to engage your users.
Giving Your Users A Voice
• Ratings and Reviews• Polls• Comments• Rich Media• Third-Party Community Content
Ratings and Reviews
Ratings and Reviews
• Lift Conversion Rates– 79% of online UK retailers reported that consumer-
generated rating and reviews improved site conversion rates. (eMarketer)
• Drive Traffic through Search– When asked what sources they are "very likely" to
consult before making a buying decision, 62% named Web sites with user reviews as their top choice. (Marketing Sherpa)
• Buyer Satisfaction– Items on Petco.com with consumer reviews have a
20% lower return rate on average than items without. (Internet Retailer)
Ratings and Reviews – Best Practices
1. Make them familiar
Ratings and Reviews – Best Practices
1. Make them familiar
- Use Star Ratings
Ratings and Reviews – Best Practices
1. Make them familiar
- Use Star Ratings
-Show Date and Reviewer Info
Ratings and Reviews – Best Practices
1. Make them familiar
- Use Star Ratings
- Show Date and Reviewer Info
- Allow Users To Rate Ratings
Ratings and Reviews – Best Practices
1. Make them familiar
- Use Star Ratings
- Show Date and Reviewer Info
- Allow Users To Rate Ratings
- Summarize Review Information
Ratings and Reviews – Best Practices
2. Make them prominent
- Display in Search Results and Category Pages
Ratings and Reviews – Best Practices
2. Make them prominent
- Display in Search Results and Category Pages
- Allow Users to Narrow (or Sort) by Results
Ratings and Reviews – Best Practices
3. Ask for them!
- “Write a Review” Link On Product Page
Polls
Polls
• Gain valuable, real-time insights.
• Easy way to increase engagement and participation.
• Demonstrate market relevance.
Polls – Best Practices1. Make them familiar
Polls – Best Practices1. Make them familiar
- Clear Call To Action
Polls – Best Practices1. Make them familiar
- Clear Call To Action
- Use Radio Buttons
Polls – Best Practices1. Make them familiar
- Clear Call To Action
- Use Radio Buttons
- Allow Users to Vote and View Results
Comments
Comments
• Empower Your Readers– Users who post messages or contribute
reviews visit sites nine times more often than noncontributors do.
(McKinsey & Co)
• Source Their Insights
• Demonstrate Community
Comments – Best Practices1. Make it EASY
Comments – Best Practices1. Make it EASY
- Place Comment Form Below Comments on Permalink Page
Comments – Best Practices1. Make it EASY
- Place Comment Form Below Comments on Permalink Page
- Complete, open form
Comments – Best Practices1. Make it EASY
- Place Comment Form Below Comments on Permalink Page
- Complete, open form
- Call to action and clear instructions
Comments – Best Practices1. Make it EASY
- Place Comment Form Below Comments on Permalink Page
- Complete, open form
- Call to action and clear instructions
- Link to Blog Comment Policy
Comments – Best Practices2. Acknowledge
Participation- Display number of comments beneath blog post title
Comments – Best Practices2. Acknowledge
Participation- Link to commenter’s URLs
Comments – Best Practices2. Acknowledge
Participation- Respond.
Rich Media
Rich Media
• Generate Awareness and Traffic– HP “You On You” contest generated 300
entries, 2,300 subscribers, and 430,000 pageviews in three days.
• Highly Social– Inherently suited for sharing on social
networking sites (Flickr, Youtube, Slideshare, Facebook, Myspace)
• Source Compelling Content– TripAdvisor saw user-generated content grow
from 5m items in ’06 to 20m in ’08.
Rich Media – Best Practices1. Make it relevant
Rich Media – Best Practices2. Encourage Participation
- Clear call to action.
Rich Media – Best Practices2. Encourage Participation
Rich Media – Best Practices2. Encourage Participation
- Simple Title.
Rich Media – Best Practices2. Encourage Participation
- Simple Title.
- Short, concise instructions.
Rich Media – Best Practices2. Encourage Participation
- Simple Title.
- Short, concise instructions.
- Display examples right by call to action.
Rich Media – Best Practices3. Make It EASY
Rich Media – Best Practices3. Make It EASY
- Remind users what they’re doing.
Rich Media – Best Practices3. Make It EASY
- Remind users what they’re doing.
- Auto-Fill Information Whenever Possible
Rich Media – Best Practices3. Make It EASY
- Remind users what they’re doing.
- Auto-Fill Information Whenever Possible
- Clear Instructions
Rich Media – Best Practices3. Make It EASY
- Remind users what they’re doing.
- Auto-Fill Information Whenever Possible
- Clear Instructions
- Include disclaimers (eg. Intellectual Property) but make them non-threatening
Rich Media – Best Practices3. Make It EASY
- Remind users what they’re doing.
- Auto-Fill Information Whenever Possible
- Clear Instructions
- Include disclaimers (i.e. Intellectual Property) but make them non-threatening
- Allow Users To Preview Their Submissions
Rich Media – Best Practices5. Acknowledge Your Users’ Efforts
Best Practices
That’s great, but what about…
Best Practices
• Negativity?
– 80% of reviews are positive. (Forrester)
– Conversion rates are HIGHER for products with both negative and positive reviews.
• Users trust the process.• Weaknesses are known.
Best Practices
• Moderation?
– Purpose-driven moderation– Moderate lightly – transparency works– Link to your Moderation Policy
Best Practices
• Registration?
– Keep barriers low (don’t require registration unless you really need to.)
Pulling It All Together
Pulling It All Together
Pulling It All Together - REUSE
• User-Generated Content is an Asset– Use it to drive your goals
- Feature user questions on your homepage
Pulling It All Together - REUSE
• User-Generated Content is an Asset– Use it to drive your goals
- Leverage peer endorsement on your homepage.
Pulling It All Together - REUSE
• Enable content exchange
- Import content from across your web presence (Twitter, Flickr, Facebook wall.)
Pulling It All Together - REUSE
• Enable content exchange
- Import content from across your web presence (Twitter, Flickr, Facebook wall.)
- Automate the distribution of content
Pulling It All Together - REUSE
• Aggregate from external sources.
- Leverage third-party content that delivers value to your users.
Pulling It All Together – TAKE CUES
• Let Your Visitors Drive Your Content Strategy
Pulling It All Together - CONNECT
• Tie Your Site To Your Web Properties
- Prominently display social links on your homepage.
So Where Do We Begin?
• Make it purpose-driven– Vineyard: Wine Pairings– University: Course or Instructor Ratings, Alumni
Video Testimonials– Financial Site: Bull or Bear Thumb Ratings– Non-profit: User-submitted campaign guides– Healthcare: Patient Testimonials
• What information are your users looking for?– Let them provide it to each other.
Grand Rapids Community College
• Founded 1914• Serving the community’s education needs
– Two campuses in Grand Rapids and the Lakeshore area
• Rapid expansion of our downtown campus
– Technical Training and Workforce Development resources
• Non-credit classes
– Affordable transfer credit for students continuing their education at other institutions
• Accessible to all students
Grand Rapids Community College
GRCC’s Approach To Social Media
• Driven by the requirements of our students• Core group of early adopters among staff
for technology• Superb resources in video production
– College Television Channel– In house production facilities
Grand Rapids Community College
Testing The Waters
• Some departments and faculty have embraced social media like Facebook and Twitter
• Growing interest among student population• Other areas beginning to recognize power
of social media
Grand Rapids Community College
YouTube
• http://www.youtube.com/user/grcctv• Almost 1000 videos uploaded to date
– Award winning television productions– Class lectures– Advertizing and Marketing Promotions
• Can easily be used in classroom and website presentations
Grand Rapids Community College
• http://tinyurl.com/d9esga• Pages for the college, alumni, and specific programs• Groups for student organizations, athletic teams, and issues
of interest– Created by students and others– Source of feedback on policies and programs
• Another mode of communication– Student questions – “How do I start a student
organization?”– Campus Events– Important dates from academic calendar– Highlights from YouTube
Grand Rapids Community College
• http://twitter.com/GRCCadmissions• Admissions
– Important dates related to enrollment
• Communications– Marketing and community relations
• IT Help Desk– Service alerts and system status
Grand Rapids Community College
Future Developments
• Implement Percussion for Fall Semester– Access to timely and accurate information– Opportunity for social media integration– Reuse of user-generated content
• Blogs– Early adopters have created personal blogs– Requests for comments and feedback on content
• Collection and analysis of website statistics – Targeted development to optimize return on
investment
Grand Rapids Community College
Future Developments (cont.)
• User Feedback and Content Review– Improve transparency– Set targets for development
• Video Integration– Targeted at specific website audience– Video testimonials – User-generated content
Percussion Community Marketing Solution
Percussion Community Marketing Solution
Delivery TierCM Tier
CM Server
Existing WebApplications
WebServers
Online InteractionServices
Third PartyApplications
DatabaseSecurity InternalApplications
Dynamic Web
ExperienceBusiness Users
Community Marketing Solution
RSS Feeds Deliver content beyond your site
Capture external feeds
Blog Integration Leverage your blog channel both to and from your site
Publish using standard content types or integrate with third-party blogging platforms
External Content Capture Pull in any structured content from any site on the Web
User-Generated Content Allow site visitors to directly submit their own content
http://www.percussion.com/solutions/community-marketing/
Thank You
Questions?