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3 ideas to succeed…in a world full of influencers.

Sam DeckerDecker Marketing // Former CMO of Bazaarvoicesam@deckermarketing.com / @samdecker

Get Plugged Into the Customer Voice in Action

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People

Retailer

ManufacturerPublishers

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Reputation Economy Blurs the Lines

can be an

Influencer

Anyone

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3 Ideas to Succeed…

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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

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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?

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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

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Participation Chain connects the points where customers can contribute, increasing engagement & content

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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

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• 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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The treasure is in “solid” metrics

SOFT SOLID

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Path to Social Commerce Rock Star

ParticipationStrategies

Content & Data Usage

“Karaoke Star”

“Garage Band”

“One Hit Wonder”

Social Commerce “Rock Star”

”

= size of ROI

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‘The Real Business is in the 1-star reviews!’Glenn Senk, CEO of Urban Outfitters

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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

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Here comes the shocking part…

The Land of Nod analysed the comments, reengineered the table and then sent replacements to every single reviewer!

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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

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can be an

Influencer

Anyone

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Click icon to add chart

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