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Decker mstc presentation_sm
- 1. @samdecker 1 Get Plugged Into the Customer Voice in Action 3 ideas to succeed… in a world full of influencers. Sam Decker Decker Marketing // Former CMO of Bazaarvoice sam@deckermarketing.com / @samdecker
- 2. @samdecker 2
- 3. Manufacturer Publishers @samdecker 3 Reputation Economy Blurs the Lines
- 4. Anyone can be an Influencer @samdecker 4
- 6. 3 Ideas to Succeed… @samdecker 6 in a world full of influencers. Customer Oxygen Participation Chain Social Commerce Rockstar
- 7. Customer Oxygen makes the customer voice pervasive in every function every day @samdecker 7
- 8. A big mistake I see in “social” 1 Context Fail Social content or participation is not relevant 8
- 9. Is it pertinent to purchasing? 9 @samdecker
- 10. @samdecker 10
- 11. Customer Product Development Sales Customer Care Affirmation tool for customers considering purchase and provide feedback to Dell Highlight reviews as part of sales process- online, chat and phone Attend to customer issues to surprise & delight customers- Dell cares Insight to customers likes, pain-points, desires & uses The Customer & Dell are Engaged Rating Rating Rating Rating Brand Tool to receive direct feedback on customer uses, behaviors & nomenclature Be the first to write a review! @samdecker 11 Source: Bazaarvoice
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- 15. Participation Chain connects the points where customers can contribute, increasing engagement & content @samdecker 15
- 16. A second big mistake I see in “social” 2 Activity = Progress. Collecting “Likes” or “Followers” like bottle caps 16
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- 21. “Participation Chain” turns engagement into value @samdecker 21
- 23. 79% write reviews because they want to reward a company
- 26. 139% increase in reviews per day 239% increase in photos submitted per week 25 Confidential and Proprietary. © 2009 Bazaarvoice, Inc. @samdecker
- 27. Social Commerce Rockstars increase participation AND use customer content /data to drive business @samdecker 26
- 28. 27
- 29. @samdecker 28
- 30. @samdecker 29
- 31. @samdecker 30
- 32. The treasure is in “solid” metrics SOFT SOLID @samdecker 31
- 33. Path to Social Commerce Rock Star Social Commerce “Rock Star” “Garage Band” Participation Strategies “One Hit Wonder” “Karaoke Star” = size of ROI ” Content & Data Usage @samdecker 32
- 34. ‘The Real Business is in the 1-star reviews!’Glenn Senk, CEO of Urban Outfitters @samdecker 33
- 35. 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 Source: Bazaarvoice 34 @samdecker
- 36. Here comes the shocking part… The Land of Nod analysed the comments, reengineered the table and then sent replacements to every single reviewer! @samdecker 35
- 37. A Christmas story… 36 @samdecker
- 38. 37 @samdecker
- 39. 38 @samdecker
- 40. @samdecker 39
- 42. “If you want your child to cry, buy this toy!”
- 43. “****CANO!!!”
- 45. 41
- 46. Her fault @samdecker 42
- 47. 43 @samdecker
- 48. @samdecker 44
- 49. Anyone can be an Influencer @samdecker 45
- 50. 46
Hinweis der Redaktion
- I’m a tweeter on Twitter who has tweeted to twitosphere that includes over 2,500 of my tweeps. So I get a decent amount of twaffic.
- It’s not about the individual it’s about the collective community!
- Today Anyone can be an influencer. Anyone because it’s easier to share, post and contribute. And anyone because more than ever people trust each other more than ever before. Anyone because we can encourage people to contirbute (John Lazarchik story). And anyone because you, the people in this room and what we do amplifies their voices beyond the influence any one person thought they had. In the last three years we’ve served 50 billion pieces of UGC across all your sites.
- From participation to transformation, I realized that if you’re heading down a path of change, of transformation, than the goals should be to achieve that at some velocity and you want to sustain momentum.In doing so, I would suggest that YOU in this room are the change agents for your organization. And as such, need to think of your roles a bit differently.Before I go too much further, I thought this is the perfect place to introduce this year’s Social commerce summit video. You need to think differently about your job…Marketing has changed, therefore our job as marketers has to change.And to celebrate that change, I am going to now share the Social Commerce Summit video with you…which has become an annual tradition. And this year, you will see three videos. Here’s the first.
- How things worked at DellI worked at Dell, developing the Dell.com consumer site. At Dell, the best source of customer feedback we had was from :Customer Service CallsProduct ReturnsSales volumeCompare this to today, where Dell is now a Bazaarvoice client, and getting increasingly involved in the Social Web. Take IdeaStorm, for example, where Dell developed a desktop Linux box based on a customer recommendation. They went from a customer idea to launching the product in less than [X Weeks]. Being able to recognize the demand for a product and react to those opinions is priceless.
- When you start into social
- Web is littered with ghost towns.
- How this topic all started: We consistently received the feedback of, “What do we do with negative reviews?”We knew negative reviews increased conversion. We knew they built trust and loyalty. But what about driving change across the organisation?The simple fact is, authentic customer feedback is HARD to acquire and massively VALUABLE for nearly every department in your company.
- An evil-looking monster mountain that spits red slime, throws rocks out of its head, while your hot wheel cars fly out of every oraface.I should’ve sat on Santa’s lap and asked him to come over to put this montrosity together.
- Shit cano..Santa brought my 4 year old son a terrible toy.This is not a presentation about passing blame
- I Now the moral of the story for the purpose of this presentation is not to blame santa or anyone else. These things just happen.
- My father shared this review. You may have your own story like this. You may have, like many people researching and shopping online, been impacted as a consumer by someone elses influence.Now more than ever stories like this, without us very clearly.
- Today Anyone can be an influencer. Anyone because it’s easier to share, post and contribute. And anyone because more than ever people trust each other more than ever before. Anyone because we can encourage people to contirbute (John Lazarchik story). And anyone because you, the people in this room and what we do amplifies their voices beyond the influence any one person thought they had. In the last three years we’ve served 50 billion pieces of UGC across all your sites.