Busted: 10 UGC myths you’re still falling for | Bazaarvoice Summit 2014
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Think the customer is always right? Think you shouldn’t respond to trolls? Watch Joe Rohrlich bust these common myths and they’ll never dupe you again.
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Busted: 10 UGC myths you’re still falling for | Bazaarvoice Summit 2014
- 1. #bsocial14 Busted: 10 UGC myths you’re still falling for Joe Rohrlich Vice President, Client Success
- 2. #bsocial14 What exactly is UGC?
- 3. #bsocial14
- 4. #bsocial14
- 5. #bsocial14
- 6. #bsocial14 Myth: Negative UGC will kill my sales!
- 8. #bsocial14
- 9. #bsocial14 1. Good review text (1-5 reviews) 2. High number of reviews 3. Some critical reviews 4. Recent reviews Then everything else … (Star ratings, secondary ratings, social recommendations, profiles, context data, Facebook, filters, sorting, etc)
- 10. #bsocial14 3.8 3.9 4 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 CPG Consumer Electronics Home Improvement Travel Sporting Goods Toys Average Rating by Category
- 11. #bsocial14 Fact: It’s not the perfect product for everyone…and shoppers know it.
- 12. #bsocial14 Myth: The consumer is always right.
- 13. #bsocial14
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- 15. #bsocial14 When brands responded to product misuse with guiding instructions, shoppers who saw those responses were more likely to buy the product and felt more positively about the product. Increase in intent to purchase Increase in product sentiment 186% Fact: Consumers aren’t all pure geniuses. Sometimes they appreciate a little help! 157%
- 16. #bsocial14 Myth: A couple of reviews will do.
- 17. #bsocial14
- 18. #bsocial14
- 19. #bsocial14
- 20. #bsocial14
- 21. #bsocial14 Fact: Be Greedy. More IS More.
- 22. #bsocial14 Myth: But no one will talk about that product!
- 23. #bsocial14 Kitty Litter: 21,400 Fact: Sponges: 11,400 Frozen French Fries: 16,000 Toilet Paper: 2,900 Checking Account: 6,000 Tax Stores: 89,000
- 24. #bsocial14
- 25. #bsocial14
- 26. #bsocial14 Myth: Be careful…don’t ask the consumer for too much!
- 27. #bsocial14 69.6% Long form 68.6% Short form: Percentage of responses to surveys:
- 28. #bsocial14
- 29. #bsocial14
- 30. #bsocial14
- 31. #bsocial14 Fact: He who shares his opinion…actually wants to help…usually.
- 32. #bsocial14 Myth: No one trusts reviews anymore.
- 33. #bsocial14 71%of people read consumer reviews before making a purchase. Fact: People are actually getting savvier about word-of-mouth.
- 34. #bsocial14
- 35. #bsocial14 Myth: Word-of-Mouth. It’s a .com thing.
- 36. #bsocial14
- 37. #bsocial14
- 38. #bsocial14
- 39. #bsocial14 Fact: Word-of-mouth lives everywhere we are.
- 40. #bsocial14 Myth: Your best copyeditor sits on Madison Ave.
- 41. #bsocial14
- 42. #bsocial14
- 43. #bsocial14 Fact: Your best copywriter might just be my Mom.
- 44. #bsocial14 Myth: Word-of-mouth is just a 1-time campaign.
- 45. #bsocial14 Fact: It’s always on. Keep feeding it.