Consumers engage more with retailers and brands that they trust. In this second of four presentations, you will learn what trust features you can add to your Social Commerce experience that will encourage consumers to connect emotionally with you around the passions, topics and conversations that are core to your brand.

1. Make Your Social Commerce
Experience More Trustworthy
Part 2: Increase Trust, Grow Engagement

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
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3. Consumers Primarily Trust Those They Know
Nielsen asked 28,000
consumers about Trust and
Social Commerce
Trust completely/ Don’t trust much/
somewhat at all
Recommendations from people I know 92% 8%
Consumer opinions posted online 70% 30%
Editorial content e.g., newspaper article 58% 42%
Branded websites 58% 42%
Emails I signed up for 50% 50%
Display ads 16% 84%
Mobile text ads 15% 85%
Nielsen, 2012
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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
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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
trusted connections and content in the company
content
of likeminded people
creates emotional 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
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6. Engagement: Connecting With Your Audience
True Engagement is about consumers
connecting emotionally with your brand
It leads to return visits, time on site
and sharing
Trust establishes your brand’s
authority and credibility
Engagement-focused brands own the
conversation around their core passion
Social Commerce features can influence
the conversation’s trustworthiness
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7. Topical Articles Drive Engagement
Long-form contributions from
expert staff or consumers
enhance your authority on
product or lifestyle topics that are
core to your brand.
They also provide a platform for
deliberation and conversation.
Properly configured, these articles
also have high SEO value.
HomeClick uses Blogs to host DIY Guides
that are authored by both staff experts and
knowledgeable customers
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8. Content Comments Drive Engagement
Article Comments give voice to
consumers who want to react to
original content on your website.
They are a relatively low-effort
vehicle for getting consumers to
contribute, interact and engage.
Properly configured, they also
offer high SEO value.
Sky News built an amazing and very popular
tribute to Steve Jobs using Comments
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9. Media Showcases Drive Engagement
Consumer-contributed photos
and videos linked to a brand’s
core passion are inherently
credible.
They are a reflection of
contributor Engagement and
inspire Engagement in others.
The entertainment value of
media make them a strong
source of goodwill.
Nike invites golf enthusiasts to upload
videos of their swing, and then compare
their form with friends’ or even pros’
© Demand Media 2013 All rights reserved 9

10. Community Pages Drive Engagement
Community pages inspire Trust
by highlighting a brand’s “best”,
“most popular” and “featured”
content.
Community Pages also create
Trust by orienting and engaging
newcomers.
They also provide returning
visitors with context and
navigation.
Nestlé’s Very Best Baking Community Page offers
a mix of product-related content the staff wants
visitors to see and discovery-driven links
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11. Member Profiles Drive Engagement
Member profiles with
• biographical data
• tracking of contributions and
relationships
• photos
• blogs
• lists of badges earned
all encourage Engagement and
build Trust around identity.
Cleveland Cavaliers fans enjoy robust profiles that
let them find, friend and message each other, and
post their own blogs and photo galleries
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12. Gamification Drives Engagement
Points and Badges can be
configured to capture
consumers’ participation,
credibility and
trustworthiness.
Leader Boards can showcase
influencers and respected
contributors.
Public display of these
achievements build Trust and
deepen Engagement. AARP supports both Earned and Assigned
badges which recognize helpfulness, respect
and frequent contribution
© Demand Media 2013 All rights reserved 12

13. Social Commerce, Trust and Engagement
Consumers demand Trust in their Engagement is about leveraging
Social Commerce experiences passion to build consumer connections
Trust influences every stage of You can create emotional connections
the Social Commerce cycle with your core audience using
You can takes steps that build • Topical Articles
Trust into your Social Commerce • Article Comments
experience • Content Scoring
• Media Showcases
• Community Pages
• Member Profiles
• Gamification
© Demand Media 2013 All rights reserved 13

14. 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
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15. Pluck is the Choice of Market Leaders
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16. This Presentation is Part of a Series
Look in SlideShare for the other presentations in Pluck’s
Trusted Social Commerce series:
Trusted Social Commerce Attracts More Traffic
Trusted Social Commerce Increases Conversion
Trusted Social Commerce Produces Loyalty
© Demand Media 2013 All rights reserved 16

17. To Learn More…
info@pluck.com
www.pluck.com
(+1) 512 457 5220
twitter.com/Pluck
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