Social Commerce

Engineswill power Next Gen market research…

omni

-cha

nnel

social marketing

Iterative & Accessible

Reciprocity

Trusting Anonymous SourcesZmotInformation

Culture

mob

ile

Meet JanePower of Social Data

https://www.youtube.com/watch?v=9BNYvnsfkGAMeet Jane (the power of social media)

ProductExperience

Public Display

Internal Use Only

ROI of Product Experience

Social Commerce EngineICEBERG

retailZ.com

ZX.combrandQ.com

brandY.com

buildS.comnewretail.com Websites

Product PagesReviews/Comments

Q&AStories

What you see …

What you don’t see …

BehaviorCustomer Profiles

Purchase DataProduct Data

Social Commerce EngineNETWORK

Social media monitoring …<< scrape – report >>

What SMM misses:• Non-public UGC• SKU level• Behavioral data• Purchase data• Network effect

Ratings & ReviewsQ&A

Product Stories

Web AnalyticsPost Purchase Email

Campaigns

Online Check Out

Loyalty Programs

Connecting Consumers With Products

CRMsCEIn-store Purchase

Using sCEs - Early Hints

Nexxus

3M

Cabela

3M Dish Wand Fix

3M Scissors Messaging

Cabela’s Pant Design

New product polarizes segments

Nexxus Product Testing

Recruiting advocates to test new products…

NEW RESEARCH LANDSCAPE

Social commerce engines are creating a …

How Big is Big?BV Network Totals for November 2012

Note: totals do not include legacy clients.

Visitors Impressions Served

350 Million 16 Billion

Products Covered Number of Reviewers

70 Million 65 Million (cumulative)

Consumer-Product Universe

Transacted/PurchasedCreating Reviews

Answering Questions

Considering ProductsBrowsing Web

Reading Reviews

New Product Experience Data

New Purchase Funnel Data

Conventional Survey Samples

Integration & Big Data

Read/Write Ratings & Reviews Read/Write Q&A

Read/WriteProduct Stories

Websites I visited Contacted after buying

Actions taken

My loyalty programs

My profilesCEMy in-store purchases

Richer Product Experience

Theme/Function/Characteristic

Positive

Negative

Anger

Satisfied

Excited

Frustration

Product Experience Calls to Action

Action

Recommend

Reject

Alternative

Consider

Buy

Discredit

Narrative

Building Narrative Based Metrics

Next Gen MR• Broaden Reach• Richer Natural Product Experience• Extensive X-Market Comparison• SKU-level analysis• Detailed Behavioral Patterns

MR Expertise …• Generalization (e.g., weighting)• MR assets (e.g., segmentations)• Consumer modeling

THANK YOU

R. Scott Evans, PhD, Bazaarvoicescott.evans@bazaarvoice.com