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@bazaarvoice @stormseo #OMS12
looking
                                              love
oil-free



           healthy-looking                                     great
                      cleanser
                                      years                    fragrance
                   skin

       clear          harsh  gentle   younger




                                                                           soap
                                                                 rosacea
                                               helping
  hypoallergenic                           acne
                                 @bazaarvoice @stormseo #OMS12
moisture-wicking
                                                                   great
rubber




                                                 metatomical




                                                                                comfortable
           oxford




                                                                                              comfort
                                                                   quality




                                                                                              love
leather                                                          sturdy
                                        casual
             shoe                                                               concrete



                                                                         work
    lace




           outsole
                                                                                walking
                                                               durable
                                                           @bazaarvoice @stormseo #OMS12
selections




                                                            view
                                                                                 gem




                                                                      romantic
fish



                            dining




                                                                                         scene
       vodka                                       scenic                        party
                            steaks
                                                   great




                                                                                    bar
                                     lounge
seafood


                                                            parties
                                                                      energetic
sushi
crab                                              vibrant
                                                                      special
                                              @bazaarvoice @stormseo #OMS12
@bazaarvoice @stormseo #OMS12
@bazaarvoice @stormseo #OMS12
Supply
                     Acquisition
       Chain




Intelligence              Conversion



               Customer
                Service



                 @bazaarvoice @stormseo #OMS12
• 1 optimized product page

• 161 word description

• 182 reviews
  with 11,529 words



• What else is available?

                   @bazaarvoice @stormseo #OMS12
• target keywords
     • sort by newest
     • 20% pro content
     • 80% user content
     • feature user content
     • be interactive
     • must be crawlable

@bazaarvoice @stormseo #OMS12
• target review words
     • eliminate or reduce
       product description
     • sort by helpfulness
     • keep calls to action
     • 30-40 items of UGC
     • paginate
     • must be crawlable
@bazaarvoice @stormseo #OMS12
’                         …
•
•
•
•
•
•
•
•
        @bazaarvoice @stormseo #OMS12
@bazaarvoice @stormseo #OMS12
@bazaarvoice @stormseo #OMS12
@bazaarvoice @stormseo #OMS12
Supply
                     Acquisition
       Chain




Intelligence              Conversion



               Customer
                Service



                 @bazaarvoice @stormseo #OMS12
@bazaarvoice @stormseo #OMS12
@bazaarvoice @stormseo #OMS12
@bazaarvoice @stormseo #OMS12
@bazaarvoice @stormseo #OMS12
By 2014, 53% of all purchases will
be influenced by online research
(Forrester)


                 @bazaarvoice @stormseo #OMS12
@bazaarvoice @stormseo #OMS12
@bazaarvoice @stormseo #OMS12
Supply
                     Acquisition
       Chain




Intelligence              Conversion



               Customer
                Service



                 @bazaarvoice @stormseo #OMS12
CS calls/contacts

 1 Answer               27.8%

 2 Answers              67.0%

 3+ Answers             81.2%


                                       3
                                                   Contacts
                             2
                                                   Answers
               1

                            @bazaarvoice @stormseo #OMS12
CS calls/contacts

 1 Answer               27.8%

 2 Answers              67.0%

 3+ Answers             12.8%


                                       3
                                                   Contacts
                             2
                                                   Answers
               1

                            @bazaarvoice @stormseo #OMS12
…
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                  .com
      !                      ?

              ?          !




@bazaarvoice @stormseo #OMS12
@bazaarvoice @stormseo #OMS12
@bazaarvoice @stormseo #OMS12
@bazaarvoice @stormseo #OMS12
Supply
                     Acquisition
       Chain




Intelligence              Conversion



               Customer
                Service



                 @bazaarvoice @stormseo #OMS12
Confidential and Proprietary. © 2010 Bazaarvoice, Inc.   31
@bazaarvoice @stormseo #OMS12
@bazaarvoice @stormseo #OMS12
Supply
                     Acquisition
       Chain




Intelligence              Conversion



               Customer
                Service



                 @bazaarvoice @stormseo #OMS12
@bazaarvoice @stormseo #OMS12
@bazaarvoice @stormseo #OMS12
@bazaarvoice @stormseo #OMS12
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Notas del editor

  1. The impact this can have goes far beyond online sales. A typical retailer will have a 2% to 3% conversion rate, which means that 97% to 98% of their visitors are then going elsewhere, which in many cases means the brick & mortar store to check the product out and buy in person.Forrester estimates that by 2014 over half of ALL purchases will be influenced by online research.This means that the valuable word of mouth content your brand can help source from your advocates can reach over half of all shoppers. If you think of conversion as making the decision to purchase, that 77% stat can still apply to those visitors who choose to go to the store itself to complete their purchase.
  2. To break through the content isolation barrier, we leverage the Bazaarvoice Platform to publish content in multiple environments simultaneously.[click to build]So not only do we collect, moderate, and publish content collected on both Facebook and your brand site; but cross-publish that content which allows users from both environments to connect with each other through your brand’s most valuable online environments.
  3. -Scotch recently introduced a new scissor. From a technical standpoint, Scotch felt they had a superior product. -They developed marketing copy that detailed the technical advantage of these scissors. -Yet sales got off to a lukewarm start.
  4. -Of course, reviews will sometimes be negative. -Hearing about product issues direct from the consumer (instead of waiting for the channel) offers you a tremendous advantage.-ScotchBrite knew there was an issue with their “dish wand” product. But the incoming consumer reviews made the problem clear. The blue button on this dish wand, leaks and dislodges.-It turns out that the issue was due to poor sourcing in manufacturing – a rubber that shrinks when wet.-ScotchBrite was able to react quickly, reaching out to affected consumers and accelerating production on new dish wands. Within 90 days, they were able to replace the poorly performing products at their biggest retail accounts.