Earned Media is Gold: Mining the Voice of Your Consumer
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Earned Media is Gold: Mining the Voice of Your Consumer Rob Stanley, Regional Director, Asia April 9, 2014 Confidential and Proprietary. © 2014 Bazaarvoice, Inc.
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Earned Media is Gold: Mining the Voice of Your Consumer Rob Stanley, Regional Director, Asia from bazaarvoice, presented this deck at iMedia Brand Summits, Asia. #imbsummit
Transcript of Earned Media is Gold: Mining the Voice of Your Consumer
Earned Media is Gold:
Mining the Voice of Your Consumer
Rob Stanley, Regional Director, Asia
April 9, 2014
Confidential and Proprietary. © 2014 Bazaarvoice, Inc.
Confidential and Proprietary. © 2014 Bazaarvoice, Inc. 1
When people talk,
People buy.
Confidential and Proprietary. © 2014 Bazaarvoice, Inc. 2
Corporate website Corporate blog Social presence
Paid
Media
Owned
Media
Converged
Media
Earned
Media
Digital Paid, Owned and Earned Media
Traditional advertising Banner ads PPC Advertorials
Source: “The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media” Altimeter Group (July 19, 2012)
User-generated content Consumer word of mouth Ratings & reviews Photos Organic media coverage
Confidential and Proprietary. © 2014 Bazaarvoice, Inc. 3
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Differences in Language Styles
Confidential and Proprietary. © 2014 Bazaarvoice, Inc. 4
Differences in Language Styles
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Confidential and Proprietary. © 2014 Bazaarvoice, Inc. 5
Differences in Language Styles
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Marketing Voice of the Customer
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Confidential and Proprietary. © 2013 Bazaarvoice, Inc. 6
Enhance your marketing, media and new product
innovation with the voice of your customer
Awareness Increase level and quality of awareness-building media
Trial Overcome trial barriers and differentiate brand with authentic content
Loyalty Build loyalty by engaging and listening to brand advocates
Confidential and Proprietary. © 2014 Bazaarvoice, Inc. 7
Awareness
Increase Level & Quality of Media
Improve ad effectiveness in paid and owned media with user generated content
Television +10% Purchase Intent Higher Believability
Digital Ads +13.5% Unaided Awareness +20% Believability
Email +39% Click Through
Search Up to 163% SEO Up to 87% SEM
Confidential and Proprietary. © 2014 Bazaarvoice, Inc. 8
Trial
Overcome Trial Barriers
Integrate user generated content at point of sale to differentiate your brand/product
Confidential and Proprietary. © 2014 Bazaarvoice, Inc. 9
Trial
Overcome Trial Barriers
Increase effectiveness of coupons, FSI and circulars with review content
+10% redemption
+13% redemption
Confidential and Proprietary. © 2014 Bazaarvoice, Inc. 10
Leverage review insights to improve product, packaging and marketing messaging
Loyalty
Build loyalty by listening to consumers
Confidential and Proprietary. © 2012 Bazaarvoice, Inc. 11
½ of Fortune 100
½ of Internet Retailer 500
40 languages. 80+ countries
16 B impressions served monthly
2,600+ clients
Bazaarvoice:
The Voice of the Marketplace
Confidential and Proprietary. © 2013 Bazaarvoice, Inc. 12
Thank You
Rob Stanley [email protected]
+65 9457 5634
Confidential and Proprietary. © 2014 Bazaarvoice, Inc.
