Get the webinar playback here: http://fal.cn/webinar1 Find out how web reviews and social listening can help you build an authentic brand voice and reach your customers at the most crucial touchpoints.

1. HOW TO CHANNEL
CUSTOMER FEEDBACK
TO DRIVE CONVERSION.
Tuesday, January 26, 2016

2. Jillian Falconi
VP of Demand Generation,
Falcon Social
Jan McQuillan
Head of Content,
Falcon Social
SPEAKERS.
Jordan Garner
Director of Customer
Success, Trustpilot

3. TRUSTPILOT BY THE NUMBERS.

4. Social Proof for
Future Shoppers
Consistent and Genuine
Feedback
•
For Consumers
• Free for all – consumer review site
• Discovery and recommendation
platform
• Social sharing and community
experience
For Businesses
• Automated review collection system
• Customer engagement and interaction
• Insights and analytics engine
THE TRUSTPILOT COMMUNITY.

5. FALCON SOCIAL.
LISTEN.
Monitor social media channels
and online media to collect
insights.
ENGAGE.
Your social inbox for all your
customer engagement needs.
MEASURE.
Make informed decisions with
social media analytics.
MANAGE.
Create better workflows with
social media management tools.
PUBLISH.
Plan and publish with a social
media content calendar.
BUILD.
Drive fan engagement with
Facebook app builder.
Unified social media Management platform.

6. WHY THE VOICE
OF THE CUSTOMER
IS IMPORTANT.

7. OPPORTUNITIES.
The company that is the best at adapting to these tactics wins.
Talk one-to-one. Build relationships. Listen and respond.
Gauge sentiment - positive,
negative, or neutral.
Jump on trending
topics.
Lower barriers to
entry.
Create insightful
campaigns.

8. CHALLENGES.
Feedback is public
Adapt marketing
and PR strategy
Rethink budget
Become authentic.
Retrain and
realign team

9. “63% of people wish brands treated them like a friend rather than a
consumer. The remaining 37% would probably prefer that brands
treat them like a human being rather than a click or conversion.”
Sara Axelrod, COO of Local Measure

10. WHY REVIEWS.

11. 50% of Americans who are
aware of advertising don’t
trust what they see, read
or hear in advertisements.
50% 44%
44% think advertisements
are dishonest.
*YouGov.com

12. *92% of people trust
recommendations
from people they know.

13. THE AGE OF
THE CONSUMER.

14. Companies must become customer obsessed and the only sustainable
competitive advantage is knowledge and engagement with customers.
Forrester Research
THE AGE OF THE CONSUMER.

15. If not asking = 50/50 split
(the brand advocates protecting against
the bad and promoting the good)
83%
If you do ask 83% give
you positive response.
Impact of asking for reviews (the right way).
REVIEWS.
50/50

16. Of the 4.3M reviews we've helped
customers aggregate since May of
2015, 86% have been 4 stars or higher.
THE NEED FOR SOCIAL
ENGAGEMENT: ASK & CONVERT.
%Breakdown of Reviews

17. THE NEXT STEP –
LISTEN, MEASURE, ACT.
Listen Measure Act Share

18. PUT TRUST SIGNALS
EVERYWHERE…

19. WEBSITE.

20. SOCIAL.

21. SEARCH.
Paid Search
(Via Seller Ratings Ad Extension)
Organic Search
(Via 3rd
party sites & rich snippets)

22. DISPLAY.
Banner, Re-Targeting, Social Media Ads…

23. EMAIL.

24. A MORE TRUSTED
BRAND LEADS TO
MORE $$...

25. Driving Conversion Results: Dashlane

26. Driving Conversion Results: Dashlane

27. RESULTS:
Ad with Trustpilot → .11% CTR
Ad without Trustpilot → .06% CTR
CONCLUSION:
45% increase in CTR for Trustpilot Ads
RESULTS:
Test 1 → 42% inc Test 2 → 67% inc
Test 3 → 13% inc Test 4 → no change
CONCLUSION: On avg, 30% increase in CTR
for Trustpilot Ads
TRUST SIGNALS &
DIGITAL SUCCESS.

28. CHANNEL FEEDBACK
THROUGH
SOCIAL LISTENING.

29. CUSTOMERS CHOOSE WHERE
THE CONVERSATION BEGINS.
Review - share with those
you don’t know
Social - share with friends
and those who trust you
Three-quarters read peer reviews on products or services, half use
social media to get help with a product or service, and 45% agree that
social media allows them to show their support for their favorite brands.
Forrester, Predictions 2016: Social Gets Reinforcements, November 13, 2015

30. v
ACTIVATING
THE VOICE OF
THE CUSTOMER
HOW DO YOU BUILD BRAND ADVOCATES?

31. ZV
THE VALUE OF THE
BRAND ADVOCATE
1. A prolific creator of information
2. They influence the opinions and purchases of their friends
3. They like to use social media to help people & share opinions
4. Advocates want to be known for their valuable insights
5. Advocates have a broader reach
Advocates are loyal to brands with which they have a
relationship

32. ENGAGE ADVOCATES
Community Management
Customer Service
Social Comments
Email
Direct Messaging
“WRITE ME A REVIEW”
“CHECK IN”

33. BUILD CONNECTIONS
Paid Amplification
Employee Amplification
Social Selling
Branded Experiences
Content Planning & Collaboration
“SHARE YOUR PICTURES”

34. Industry Talk
Industry Influencers
Brand Chatter
Product Mentions
Poor/Great Product Experiences
Third Party Review Sites
User Generated Content
DISCOVER
ADVOCATES

35. LISTEN TO YOUR
CUSTOMERS.

36. LISTENING
EMPOWERS YOU.
Monitor trends and respond
Customer service outreach beyond your networks
Capitalize on your competitions inability to listen
Zendesk reports that "40% of customers switch loyalty
because a competitor offers better customer service.”

37. BE AUTHENTIC.

38. “YOU SPOKE. WE LISTENED.”
In 3 days: 27K
Likes
8.5K
Shares
4.2K
Comments,
just on Facebook

39. SOCIAL VALIDATION.

40. Trust leads to revenue
People are ready to support your brand…You just have to ask
Listen on social to discover new feedback
Authentically engage to form new relationships and build trust
Be proactive about sharing the voice of the customer new Summary points
SUMMARY.
How to channel customer feedback to drive conversion

41. Q&A.