trusted social commerce attracts more traffic

Make Your Social Commerce Experience More Trustworthy

Part 1: Increase Trust, Grow Traffic

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Trust is Essential to Social Commerce

About.com, The Elements of Trust, June 2012

84% of consumers say that trustworthiness is required in order for them to interact with a brand

© Demand Media 2013 All rights reserved

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Consumers Primarily Trust Those They Know

Customer reviews 14%

Product experts 12%

Manufacturer 16%

Retailer 10%

Family/Friends 48%

IBM Institute for Business Value, 2012

IBM asked consumers who they trust to provide honest feedback and suggestions about products


5 Factors that Influence Your Social Trustability

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IDENTITY When participants are

encouraged to use their real names, the

trustability of the social experience

goes up

OWNERSHIP Verified product

ownership is critical as consumers are diving deep into features and

experiences

ATTRIBUTES When product reviewers and others are identified with structured attributes or characteristics, their

relevancy and trustability grows

RELATIONSHIP When it’s easy for participants to see

how they are connected they can

find trustworthy, personally relevant

information

EXPERIENCE Demonstrated product,

category and skill experience on the part of content contributors

is often even more important to consumers


Trust is Important at Every Stage

5

1

TRUST

New consumers are more attracted to your brand by trusted connections and content

Rewarding contributors who are credible and helpful surfaces your most trustworthy customers

TRAFFIC

4 LOYALTY

2

Trust that comes from consuming useful content in the company of likeminded people creates emotional bonds

Direct and detailed product experiences, tied to known, credible sources, inspire more and bigger transactions

ENGAGEMENT

3 CONVERSION


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Traffic: Getting More into the Funnel

Attracting new consumers to your brand and products is an ongoing activity Brands typically invest in lots of awareness generating vehicles You can build features into your Social Commerce experience that help consumers find you and inspire their trust in your brand


7

Sharing with Friends Creates Traffic

Canadian e-tailer Shop.ca rewards shoppers who share their product discoveries with friends. They understand the effect on traffic of trusted friends’ invitations.

Letting consumers share their insights and enthusiasm with their social network ensures that personally relevant information, founded in a known relationship, rises to the surface


8

Consumer “Likes” Create Traffic

Giving consumers easy mechanisms for providing product feedback, like ratings or recommendations, increases your volume of trusted, shared content

Home Improvement e-tailer HomeClick lets consumers recommend blog content, forum posts and other Social Commerce content


9

Real Identities Create Traffic

Encouraging Social Sign On leads to social experiences that are built upon real, trustable display names from Facebook and other services

AARP markets financial products to its nearly 4 million community members. To create a trusted Social Commerce environment, AARP encourages the use of real display names.


10

Search Optimized Content Creates Traffic

Black & Decker’s product reviews perform well in search, giving consumers product information they are looking for with links to a credible, trusted brand

By ensuring your Reviews, Forums, Blogs and Comments are searchable, your brand becomes increasingly linked with content consumers are searching for


11

Gamification Surfaces Trusted Consumers

Using Points, Badges and Leader Boards to reward particular behaviors can help identify and encourage consumers who have earned the trust of others In Nestlé’s Very Best Baking community, members

win Brownie Points for being active, helpful and knowledgeable. This has surfaced the brand’s most trusted and influential enthusiasts.


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Trust is essential to Social Commerce

Trust influences every stage of the customer lifecycle

You can create a Social Commerce experience that inspires Trust

In particular, you can attract new consumers with • Sharing • Real identities • “Likes” and other reactions • Search optimized content • Gamification

Social Commerce, Trust and Traffic


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

About Pluck

13 © Demand Media 2013 All rights reserved

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Pluck is the Choice of Market Leaders


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This Presentation is Part of a Series


Look in SlideShare for the other presentations in Pluck’s

Trusted Social Commerce series:

Trusted Social Commerce Fosters Engagement

Trusted Social Commerce Increases Conversion

Trusted Social Commerce Produces Loyalty

trusted social commerce attracts more traffic

Technology

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