CUSTOMER ENGAGEMENT

User Generated Content

BY

ASSUMPTION

• UGC is already identified as important for driving sales & increasing revenues

• Rating, Reviews and individual profile are one of the UGC which are already present

• Product sharing on social media is also there

• We are trying to discuss new ideas that can help us in generating more UGC on ecommerce site

What is User Generated Content

User-generated Content (UGC) is a content generated by a customer which can be reused by e-retailers to drive sales or marketing message.

It's specifically something that e-retailer can leverage in order to enhance sales or marketing effort.

#1 –SOCIAL ON-SITE

On-Site Social Social On-Site

Collect and display

UGC on-site

Engage users on

social networks

Engage users on

social networks, then

pull that content back

on-site

Why SOCIAL ON-SITE

On-Site Social Social On-Site

Engagement Low

Conversion High

Why SOCIAL ON-SITE

On-Site Social Social On-Site

Engagement Low Moderate

Conversion High None

Why SOCIAL ON-SITE

On-Site Social Social On-Site

Engagement Low Moderate High

Conversion High None High

How

Launch a Campaign or Contest on Social channels .Aggregate data from these channels .Curate and Display user content onto a microsite/Site tab.(Engage Consumers)Identify your products and link photos, from microsite to ecommerce product pages (increase traffic and click-through)Embed customer photos directly onto product pages (demonstrate ‘Social Proof’)

KPI

• Traffic On-Site

• Time spend On-Site

• Engagement rate (Interaction with the content)

• Click through (images to product)

• Sales/Conversion rate

#2 Q&A Forum

50% of Total Revenue comes from purchases made in more than one Day

Consumer spend more than 15 hours per week on Mobile research about products

65% of Total Revenue comes from purchases made in more than one Step

”Assist” Consumer for “Last Interaction”

How

E-retailer expert answer the

query , redirect to specific

product on-site

With time, User answer with their Experiences

Registered User Query about Product range

#3 Groups/Community Engagement

Community/GroupSearch

Monitor , Post& Response

Community Manager

Attractusers to join

local community and contribute

Interactionwith influencers

E-retailer experts can identify various Online communities /Social Group where Potential Customer/Influencer are present and active. They can engage in those communities and encourage consumers to come back

to ecommerce site and post content

KPI

• # of new registrations

• # of page views

• Time spend On-Site

• # of Posts (Qs & Ans)

#4 ASK OWNERS

From Product Page a Customer can email their question to someone (through the website – not a personal email address) who has opted in and recently purchased a specific product, resulting in quality and personalized answers.

Q&A dialog is posted to the relevant product page which facilitates customer engagement and on-site content at the same time

Achieve Social Proof and Trust

KPI

• # of Posts (Qs & Ans)

• Sales/Conversion for those product pages

#5 APIs

Exposing API for Products enable Affiliate Marketing as well give opportunity to developers to innovate.

KPI

# of API key and applications

#6 Partnership with Personalities/Icons

Engage with bloggers and editors who love the product. These influential fans become “Guest Personality/Icon” that curate product lists and post pictures of themselves styling them. Their posts soon inspire similar posts from their followers.

KPI

• # of new registrations

• # of page views

• Time spend On-Site

#7 FEEDBACK

64% of online buyers think companies should offer more ways to share their opinions online.

Create a virtual suggestion box on your Website, Social Profiles and allow users to post their stories , thoughts, ideas, and complaints

This may requires a certain amount of moderation. We can give away prizes for the “best suggestion of the month” to encourage participation

KPI

• # of Posts