Trusted Social Commerce Attracts More Traffic

1. Make Your Social Commerce Experience More Trustworthy Part 1: Increase Trust, Grow Traffic

2. Trust is Essential to Social Commerce of consumers say that trustworthiness 84% is required in order for them to interact with a brand About.com, The Elements of Trust, June 2012 © Demand Media 2013 All rights reserved 2

3. Consumers Primarily Trust Those They Know IBM asked consumers who they trust Customer reviews to provide honest 14% feedback and suggestions Family/Friends Product about products 48% experts 12% Manufacturer 16% Retailer 10% IBM Institute for Business Value, 2012 © Demand Media 2013 All rights reserved 3

4. 5 Factors that Influence Your Social Trustability IDENTITY OWNERSHIP When participants are encouraged to use ATTRIBUTES Verified product When product reviewers ownership is critical as their real names, the and others are identified consumers are diving trustability of the with structured attributes deep into features and social experience or characteristics, their experiences goes up relevancy and trustability grows RELATIONSHIP EXPERIENCE When it’s easy for Demonstrated product, participants to see category and skill how they are experience on the part connected they can of content contributors find trustworthy, is often even more personally relevant important to consumers information © Demand Media 2013 All rights reserved 4

5. Trust is Important at Every Stage 1 TRAFFIC ENGAGEMENT 2 New consumers are more Trust that comes from attracted to your brand by consuming useful content in trusted connections and the company of likeminded people creates emotional content bonds TRUST 4 LOYALTY CONVERSION 3 Rewarding contributors who Direct and detailed product are credible and helpful experiences, tied to known, surfaces your most trustworthy credible sources, inspire more customers and bigger transactions © Demand Media 2013 All rights reserved 5

6. Traffic: Getting More into the Funnel Attracting new consumers to your brand and products is an ongoing activity Brands typically invest in lots of awareness generating vehicles You can build features into your Social Commerce experience that help consumers find you and inspire their trust in your brand © Demand Media 2013 All rights reserved 6

7. Sharing with Friends Creates Traffic Letting consumers share their insights and enthusiasm with their social network ensures that personally relevant information, founded in a known Canadian e-tailer Shop.ca rewards shoppers who share relationship, rises their product discoveries with friends. They understand the to the surface effect on traffic of trusted friends’ invitations. © Demand Media 2013 All rights reserved 7

8. Consumer “Likes” Create Traffic Giving consumers easy mechanisms for providing product feedback, like ratings or recommendations, increases your volume of trusted, shared content Home Improvement e-tailer HomeClick lets consumers recommend blog content, forum posts and other Social Commerce content © Demand Media 2013 All rights reserved 8

9. Real Identities Create Traffic Encouraging Social Sign On leads to social experiences that are built upon real, trustable display names from Facebook and other services AARP markets financial products to its nearly 4 million community members. To create a trusted Social Commerce environment, AARP encourages the use of real display names. © Demand Media 2013 All rights reserved 9

10. Search Optimized Content Creates Traffic By ensuring your Reviews, Forums, Blogs and Comments are searchable, your brand becomes increasingly linked with content consumers are searching for Black & Decker’s product reviews perform well in search, giving consumers product information they are looking for with links to a credible, trusted brand © Demand Media 2013 All rights reserved 10

11. Gamification Surfaces Trusted Consumers Using Points, Badges and Leader Boards to reward particular behaviors can help identify and encourage consumers who have earned the trust of others In Nestlé’s Very Best Baking community, members win Brownie Points for being active, helpful and knowledgeable. This has surfaced the brand’s most trusted and influential enthusiasts. © Demand Media 2013 All rights reserved 11

12. Social Commerce, Trust and Traffic Trust is essential to Social In particular, you can attract new Commerce consumers with Trust influences every stage • Sharing of the customer lifecycle • Real identities • “Likes” and other reactions You can create a Social • Search optimized content Commerce experience that inspires Trust • Gamification © Demand Media 2013 All rights reserved 12

13. About Pluck Integrated customer interaction platform Distinguished by its breadth of features and versatility, with product reviews and much more Used by 600+ retailers and brands Enables them to • grow their audience • accelerate product sales, and • ensure customer delight © Demand Media 2013 All rights reserved 13

15. This Presentation is Part of a Series Look in SlideShare for the other presentations in Pluck’s Trusted Social Commerce series: Trusted Social Commerce Fosters Engagement Trusted Social Commerce Increases Conversion Trusted Social Commerce Produces Loyalty © Demand Media 2013 All rights reserved 15

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