In this webinar, you'll learn the ins and outs of Social Q&A and how it activates value trapped in your customer base. Social Q&A does more than provide information to shoppers. Gain valuable insight and get answers to the following questions: what is Social Q&A, who is it for, how does it work, and how can it benefit conversion, loyalty and SEO?

1. Beyond
Customer
Reviews:
Social
Q&A

2. Ques:ons
We’re
Going
to
Answer
• What
is
Social
Q&A?
• Why
would
I
want
customers
to
answer
shopper
ques;ons?
• How
do
I
make
it
work?
• What
are
some
of
the
traps
to
avoid?
• What
kind
of
performance
can
I
expect?
• What
kind
of
ROI
can
I
expect?
• Who’s
doing
it?
2

3. Social
Q&A
Is…
• GeGng
shopper
ques;ons
about
your
products
answered
by
people
who
really
bought
those
products
from
you
• Right
on
your
product
detail
and
category
pages
3

4. 4

5. 5

6. 6

7. 7

8. 8

9. 9

10. For
Product-­‐Related
Ques:ons,
Social
Answers
Are
OFen
Best
Type
of
shopper
ques;on
Peer opinion, taste, Product facts, Shipping, availability,
real-world experience compatibility, use pricing, returns…
Staff
Answers
Social
Answers
Only customers can Customer answers • Other tools better
credibly answer • Go beyond the question suited (live chat,
• Reduce staff work email)
(If you don’t provide • Dialog doesn’t need
social Q&A, shoppers Staff should check, to be on the PDP
won’t even ask these) supplement
10

11. Certain
Ques:ons
Need
Social
Answers
11

12. Even
When
the
Staff
Could
Answer,
Social
Answers
OFen
Go
Much
Further
12

13. Direct
Staff
Ques:ons
to
Support
Channels
13

14. Ac#ve
Outreach™
is
the
Key
to
Social
Q&A
If
you
want
customer
reviews,
you
have
to
ask
for
them
Customer
answers
are
the
same
14

15. 15

16. 16

17. 17

18. Significant
Difference
With/Without
Ac#ve
Outreach
Other 1 Other 2
Other 1
Other 2
For study details, see: http://www.turntonetworks.com/social-answers-comparison

19. Enabling
2-­‐Way
Shopper-­‐Customer
Dialog
is
Much
Harder
than
Customer
Reviews!
• Needs
robust
yet
fast
modera;on
– Protect
your
customers
and
your
brand
– Dis;nguish
between
social
and
staff
ques;ons
– Without
delaying
the
dialog
• Needs
an
engine
to
allocate
ques;ons
– Ensure
no
one
customer
gets
too
many
– Let
those
who
want
get
more
• Needs
to
handle
ques;ons
about
long-­‐tail
and
new
items
that
have
few
owners
• Needs
to
provide
real-­‐;me
interac;vity
AND
in-­‐line
indexability
for
SEO
19

20. 20

21. 21

22. 22

23. 23

24. 24

25. 25

26. If
You
Get
It
Right,
Ac:ve
Outreach™
is
Safe
and
Very
Effec:ve
8%
average
answer
rate
on
ques;on
emails
<0.3%
opt
out
rate
(just
from
Q&A)
First
answer
in
under
an
hour
90%
of
ques;ons
receive
at
least
one
social
answer
4-­‐5
social
answers/ques;on
within
24
hours
26

27. 27

28. +29 mins

29. +40 mins

30. +49 mins

31. +1 hr 14 mins

32. +2 hr 27 mins
32

33. ROI
• Shopper
Conversion
– 15%
of
orders
come
from
people
who
interact
with
Q&A
while
shopping
– 200-­‐700%
higher
conversion
rate
than
baseline
• SEO
–
social
Q&A
generates
2-­‐3X
the
UGC
of
customer
reviews
• Loyalty
– 8%
answer
rate
on
email
brings
lots
of
past
customers
back
– Customers
who
come
back
to
answer
convert
at
2-­‐3X
the
baseline
• Reduced
call
center
load
• Data
collec:on
–
pre-­‐purchase
engagement
captures
shopper
profile
info
(esp
with
social
sign-­‐on)
• Insight
–
Ques;ons
(pre-­‐purchase)
reveal
gaps
in
merchandising
that
customer
reviews
(post-­‐purchase)
don’t
uncover
33

34. Adop:on
of
Social
Q&A
is
where
Reviews
were
in
2008
• 25%
of
stores
are
using
Q&A
• 29%
say
they
plan
to
adopt
Q&A
in
2012
The
State
of
Retailing
Online
2011,
a
Shop.org
study
conducted
by
Forrester
Research
34

35. Ques:ons?
George
Eberstadt
george@turnto.com
@turnto
www.turntonetworks.com
35