1. Peter Holten Mhlmann@peter_holten@trustpilotSocial Media
Week Copenhagen 20th February 2013 - Carlsberg
2. Making shopping online more social and more 120 employees,
26 nationalities Offices in CPH & NYC #smwtrust
3. #smwtrust
4. Trust is the currency of the future The consumer perspective
How to get social proof as a company The business case Dealing with
the negative Customer focus #fail examples - you cant cheat your
way into trust #smwtrust
5. #smwtrust
6. 6 Think 2-5 years ahead. Now ask yourself these questions:
Which consumer purchase decisions will not be based on other
customers opinions? In which industries will companies be
unaffected by their online reputation? #smwtrust
7. #smwtrust
8. 1. Lots of people like this 2. People like you like this 3.
Your friends like this 4. You like this
#smwtrusthttp://www.getelastic.com/the-5-dimensions-of-social-proof-on-ecommerce-sites/
9. #smwtrust
10. #smwtrust
11. #smwtrust
12. 75% of respondents would be deterredfrom buying after
reading 3 bad reviews. (Lightspeed Research 2008)
13. #smwtrust
14. 80% of consumers do research before buying*Google / Ipsos
Study 2012 #smwtrust
15. 1. Ask the crowd 2. Encourage conversations 3. Show off 4.
Use the negativeSource: Demandforce
#smwtrusthttp://www.marketingtechblog.com/social-website/
16. Everybody is writing reviews 47% of Britons have reviewed a
product online *Sharing positive experiences is reviewers main
motivation** 74% state that they write reviews because they want to
share a good experience with other travellers 78% state that they
write reviews because they feel good about sharing useful
information with other travelers*Econsultancy, 2011** Tripadvisor
#smwtrust
17. #smwtrust
18. Dos Polite, simple, short message. Send invitation to
review after package is received. Personalize & Include image
of sender.Donts Offer reward for good reviews. No other calls to
action. No external links.
19. #smwtrust
20. #smwtrust
21. #smwtrust
22. #smwtrust
23. #smwtrust
24. There can be many right solutions. Use A/B testing. Dont
compete with your own call to action buttons. External link to
reviews on all pages, except checkout. Show that reviews are from a
third party.
25. Version A: without reviews Version B: with reviewsTest by
mogens-moeller.dk/ #smwtrust
26. Version A: without reviews Version B: with reviewsTest by
mogens-moeller.dk/ #smwtrust
27. Version A: without Facebook Version B: with FacebookTest by
mogens-moeller.dk/ #smwtrust
28. Version A: without Facebook Version B: with FacebookTest by
mogens-moeller.dk/ #smwtrust
29. #smwtrust
30. #smwtrust
31. #smwtrust
32. Most companies over-estimate the significance of negative
reviews.* Lack of negative reviews is perceived as untrustworthy.*
One negative review replied to properly is worth 10 good reviews.*
Forrester, 2010
33. A review is read around 8.6 times in average. Reply in a
polite & timely manner. Continue issue resolution in private.
2/3 of consumers are happy to edit their review after issue
resolution.
34. we found out that our Italian partner was no good we found
out that our cancelation procedures needed to be fixed
#smwtrust
35. #smwtrust
36. #smwtrust
37. Closed Open - Not Transparent - Transparent - Excluding -
Participatory - owned by companies - owned by consumers -
Communication - Conversation - Reputation - Consumer Advice
management #smwtrust
38. #smwtrust
39. #smwtrust
40. #smwtrust
41. #smwtrust
42. fToday, the rates of fake reviews range from about 2% up to
about 6%. Cornell University 2012By 2014, 10% to 15% of socialmedia
reviews will be fake and paid for by companies. Gartner 2012
#smwtrust
43. Fact 1: 97% who made a purchase based on an online review
found the review to be accurate (The Kelsey Group) Fact 2: Anyone
can write a review on an open platform. Fake reviews happen.
#smwtrust
44. Fact 1: 10+ Full time employees at Trustpilot works with
review quality on a daily basis Fact 2: Advance processes capture
suspicious reviews on any major review site. Machine learning
Clustering Probability Models Behaviour Patterns Statistics
#smwtrust
45. Fact 1: On Trustpilot reviews only get removed if they are
fake or violating guidelines Fact 2: Companies can pay to
automatically collect reviews from all customers Fact 3: Companies
must follow service guidelines when collecting reviews
#smwtrust
46. Your consumers will talk about you whether you want it or
not Reputation and credibility cant be faked or bought for long
Markets are conversations Engage! Any feedback, positive or
negative, is good feedback Channel external feedback into your
company culture You have a business case! #smwtrust
