Unleashing the Value of

Review/User Content

Michael DeHaven

Group Product Manger, SEO

Bazaarvoice

@stormseo, @bazaarvoice

@bazaarvoice @stormseo #OMS12

@bazaarvoice @stormseo #OMS12

skin

hypoallergenic gen

tle

healthy-looking

clearcleanserharsho

il-fr

ee

years love

lookin

g

great

helping soap

acne

youngerfragrance

rosa

cea

Language Styles: Cosmetics

@bazaarvoice @stormseo #OMS12

Language Styles: Apparel

greatquality

com

fort

able

concrete

workwalking

durable

sturdy love

com

fort

mois

ture

-wic

king

shoe

casu

al

meta

tom

ical

oxford

leather

outsole

rubber

lace

@bazaarvoice @stormseo #OMS12

Language Styles: Restaurant

scenic vie

wro

man

tic

gem

energetic

part

ies

specialvibrant

bar

great scene

party

sele

ctio

ns

sushicrab st

eaks

loun

gevodka

seafood

dining

fish

@bazaarvoice @stormseo #OMS12

Consumers and Bots Get Bored

@bazaarvoice @stormseo #OMS12

Integrated Marketing

Integrated Social

@bazaarvoice @stormseo #OMS12

Integrated Social

Acquisition

Conversion

Customer Service

Intelligence

Supply Chain

@bazaarvoice @stormseo #OMS12

Leverage Your Assets

• 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

Socializing the Product Page

@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

Add a Reviews/Social Page

@bazaarvoice @stormseo #OMS12

Own the Extreme Long Tail

• stand on concrete (1 & 2)• work on concrete (1 & 2)• for wife (1)• really cute (1, 2 & 4)• no foot pain (1 & 2)• arthritis (3 & 4)• back pain (2, 3 & 4)• all day support (1 & 2)

keen women’s presidio (3)…

@bazaarvoice @stormseo #OMS12

@bazaarvoice @stormseo #OMS12

@bazaarvoice @stormseo #OMS12

@bazaarvoice @stormseo #OMS12

Acquisition

Conversion

Customer Service

Intelligence

Supply Chain

Integrated Social

@bazaarvoice @stormseo #OMS12

200% Increase in Order Conversion

@bazaarvoice @stormseo #OMS12

300% Higher Revenue per Visitor

@bazaarvoice @stormseo #OMS12

13% More Trials21% More Purchase Conversions

@bazaarvoice @stormseo #OMS12

54% More Purchase Conversions 35% Trials

@bazaarvoice @stormseo #OMS12

By 2014, 53% of all purchases will be influenced by online research (Forrester)

@bazaarvoice @stormseo #OMS12

@bazaarvoice @stormseo #OMS12

10% Higher Redemption

Rate

@bazaarvoice @stormseo #OMS12

Integrated Social

Acquisition

Conversion

Customer Service

Intelligence

Supply Chain

@bazaarvoice @stormseo #OMS12

3+ Answers 81.2%

2 Answers 67.0%

Q&A reduces call volume

1

2

3

Contacts

Answers

CS calls/contacts

1 Answer 27.8%

@bazaarvoice @stormseo #OMS12

3+ Answers 12.8%

2 Answers 67.0%

Q&A reduces call volume

1

2

3

Contacts

Answers

CS calls/contacts

1 Answer 27.8%

@bazaarvoice @stormseo #OMS12

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Multi-environment interactions

@bazaarvoice @stormseo #OMS12

Multi-environment interactions

@bazaarvoice @stormseo #OMS12

Supplier Opportunity

@bazaarvoice @stormseo #OMS12

Supplier Involvement

@bazaarvoice @stormseo #OMS12

Integrated Social

Acquisition

Conversion

Customer Service

Intelligence

Supply Chain

@bazaarvoice @stormseo #OMS12Confidential and Proprietary. © 2010 Bazaarvoice, Inc. 32

@bazaarvoice @stormseo #OMS12

Started changing recipes on product release day

@bazaarvoice @stormseo #OMS12

Integrated Social

Acquisition

Conversion

Customer Service

Intelligence

Supply Chain

@bazaarvoice @stormseo #OMS12

@bazaarvoice @stormseo #OMS12

@bazaarvoice @stormseo #OMS12

Ask When it Makes Logical Sense

Unleashing the Value of

Review/User Content

Michael DeHaven

Group Product Manger, SEO

Bazaarvoice

@stormseo, @bazaarvoice