Richard Anson will talk about the importance of user generated content and how to quantify its impact. He will dispel several myths of social commerce, showing how it is much more than social media, how it is measurable, and prove with numbers the impact of social commerce on conversion and sales. Richard will also provide some best practice examples and tips on what to measure and how to analyse results and give an overview of trends and user behaviour. This session is a great opportunity to learn, benchmark and ask all your questions to an expert.

1. Social Content:
benefits and best practices
Richard Anson
CEO and Founder

2. Reevoo in numbers
750 million 20
pieces of Reevoo content countries where Reevoo
used by consumers each month services are deployed
3 million 18%
pieces of social commerce average sales uplift
content in the Reevoo network from our services
150
businesses use our social
commerce services
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3. Agenda
• Consumer demand for social content
• Beyond the basics
Optimising reviews to really work for your business
• Social conversations
Increasing customer engagement and sales
• Social data
Generating insight to improve your proposition
• Where next?

4. Consumer demand
for social content

5. Demand for social content | Trusting our peers
Friend’s recommendations
74%
Consumer reviews
65%
The media
(newspapers, magazines, blogs) 34%
Recommendations from
shop assistants 30%
Advertising
26%
Source: Fly Research Online Survey September 2011
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6. Sales uplift with reviews

7. A new way to buy | The social purchase journey

8. A new way to buy | The social purchase journey
You can’t control the new
purchase journey.
You can influence it at key
junctures and touchpoints.

9. Social spheres | Your own website and beyond
Your
website
Offline
The web
& social web
Mobile
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10. A new way to buy | The challenge
Your opportunity is to inject trusted social content
throughout the purchase journey to help you drive
revenue and customer loyalty.

11. Agenda
• Consumer demand for social content
• Beyond the basics
Optimising reviews to really work for your business
• Social conversations
Increasing customer engagement and sales
• Social data
Generating insight to improve your proposition
• Where next?

12. Beyond the basics
Optimising reviews to really work for your business

13. Beyond the basics | Optimised reviews increase traffic from all sources
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14. Beyond the basics | How reviews optimise your site for different traffic sources
Organic traffic
•Embeddable unique
content
•Refreshed daily
•Expanded keyword
reach
Paid traffic
•Cheaper PPC
•Rich snippets drive click
through rate
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15. Beyond the basics | How reviews optimise your site for different traffic sources
• Compete on
your reputation
• Greater engagement
with customers
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16. Beyond the basics | How reviews optimise your site for different traffic sources
• Improved engagement
with your brand
• Regular stream of
content for ‘customer
walls’
• Brand amplification
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17. Beyond the basics | How reviews optimise your site for different traffic sources
• Greater engagement
with customers
• Improved offering
from executing
against customer
feedback
• Increased return rate
from loyal customers
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18. Beyond the basics | And once the traffic reaches your site…
• Greater engagement
• Improved on-site conversion
• Increased loyalty
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19. Beyond the basics | Impact of optimised reviews on search engine traffic
87 % 34 %
2x
expanded more likely for increase in
keyword reach review-optimised organic traffic
pages to increase
their rankings
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20. Beyond the basics | Impact of optimised reviews on search engine traffic

21. Beyond the basics | Optimised product reviews increase conversion 3x

22. Beyond the basics | Optimised product reviews increase conversion 3x
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23. Beyond the basics | Social sharing drives traffic and brand engagement

24. Beyond the basics | Reputation reviews increase conversion 2.6x

25. Beyond the basics | Social content best practices
Proactive harvesting Platform Trust
Coverage Depth Speed Leverage Trust Traffic
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26. Beyond the basics | More content equals more conversions
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27. Beyond the basics | Proactive engagement makes a huge difference
Passive collection Proactive collection
26 % 6 %
of reviews are of reviews are
negative (below 5/10) negative (below 5/10)
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28. Beyond the basics | Proactive engagement makes a huge difference
Scores for the same product, on two different sites:
One company waited for reviews One company asked for reviews
and the product scored and the product scored
7.3 8.6
out of ten out of ten
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29. Beyond the basics | The importance of trust
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30. Agenda
• Consumer demand for social content
• Beyond the basics
Optimising reviews to really work for your business
• Social conversations
Increasing customer engagement and sales
• Social data
Generating insight to improve your proposition
• Where next?

31. Social conversations
Increasing customer engagement and sales

32. Social conversations | Reevoo Ask an Owner: confirmed owners help shoppers

33. Social conversations | Engagement and conversion increase on your site…
4.8x 3.5x 1.1x 1.8x
time on site pages viewed visitor return rate conversion
per visit within 1 month rate
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34. Social conversations | … and across the social web

35. Agenda
• Consumer demand for social content
• Beyond the basics
Optimising reviews to really work for your business
• Social conversations
Increasing customer engagement and sales
• Social data
Generating insight to improve your proposition
• Where next?

36. Social data
Generating insight to improve your proposition

37. Social data | Actionable insights from customer feedback data
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38. Social data | Reevoo Insight
• Specialist team within Reevoo
• Extensive experience analysing customer feedback
• Proprietary tools and analytical framework
developed in house
• Support provided in the form of standardized reports
or tailored project work
• A highly tailored, collaborative approach
• Information not data

39. Agenda
• Consumer demand for social content
• Beyond the basics
Optimising reviews to really work for your business
• Social conversations
Increasing customer engagement and sales
• Social data
Generating insight to improve your proposition
• Where next?

40. Where next?

41. Where next? | A vision of the future
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42. Thanks