HOW TO CHANNEL CUSTOMER FEEDBACK

TO DRIVE CONVERSION.

Tuesday, January 26, 2016

Jillian Falconi VP of Demand Generation,

Falcon Social

Jan McQuillan Head of Content,

Falcon Social

SPEAKERS.

Jordan GarnerDirector of Customer

Success, Trustpilot

TRUSTPILOT BY THE NUMBERS.

Social Proof for Future Shoppers

Consistent and Genuine Feedback

•

For Consumers • Free for all – consumer review site • Discovery and recommendation

platform • Social sharing and community

experience

For Businesses • Automated review collection system • Customer engagement and interaction • Insights and analytics engine

THE TRUSTPILOT COMMUNITY.

FALCON SOCIAL.

LISTEN. Monitor social media channels

and online media to collect insights.

ENGAGE. Your social inbox for all your

customer engagement needs.

MEASURE. Make informed decisions with

social media analytics.

MANAGE. Create better workflows with

social media management tools.

PUBLISH. Plan and publish with a social

media content calendar.

BUILD. Drive fan engagement with

Facebook app builder.

Unified social media Management platform.

WHY THE VOICE OF THE CUSTOMER

IS IMPORTANT.

OPPORTUNITIES.

The company that is the best at adapting to these tactics wins.

Talk one-to-one. Build relationships. Listen and respond.

Gauge sentiment - positive, negative, or neutral.

Jump on trending topics.

Lower barriers to entry.

Create insightful campaigns.

CHALLENGES.Feedback is public

Adapt marketing and PR strategyRethink budget

Become authentic.

Retrain and realign team

“63% of people wish brands treated them like a friend rather than a consumer. The remaining 37% would probably prefer that brands treat them like a human being rather than a click or conversion.”

Sara Axelrod, COO of Local Measure

WHY REVIEWS.

50% of Americans who are aware of advertising don’t trust what they see, read or hear in advertisements.

50% 44%

44% think advertisements are dishonest.

*YouGov.com

*92% of people trust recommendations from people they know.

THE AGE OF THE CONSUMER.

Companies must become customer obsessed and the only sustainable competitive advantage is knowledge and engagement with customers.

Forrester Research

THE AGE OF THE CONSUMER.

If not asking = 50/50 split (the brand advocates protecting against the bad and promoting the good)

83%

If you do ask 83% give you positive response.

Impact of asking for reviews (the right way).REVIEWS.

50/50

Of the 4.3M reviews we've helped

customers aggregate since May of

2015, 86% have been 4 stars or higher.

THE NEED FOR SOCIAL ENGAGEMENT: ASK & CONVERT.

%Breakdown of Reviews

THE NEXT STEP – LISTEN, MEASURE, ACT.

Listen Measure Act Share

PUT TRUST SIGNALS EVERYWHERE…

WEBSITE.

SOCIAL.

SEARCH.

Paid Search (Via Seller Ratings Ad Extension)

Organic Search (Via 3rd party sites & rich snippets)

DISPLAY.Banner, Re-Targeting, Social Media Ads…

EMAIL.

A MORE TRUSTED BRAND LEADS TO

MORE $$...

Driving Conversion Results: Dashlane

Driving Conversion Results: Dashlane

RESULTS: Ad with Trustpilot → .11% CTR Ad without Trustpilot → .06% CTR

CONCLUSION: 45% increase in CTR for Trustpilot Ads

RESULTS: Test 1 → 42% inc Test 2 → 67% inc Test 3 → 13% inc Test 4 → no change

CONCLUSION: On avg, 30% increase in CTR for Trustpilot Ads

TRUST SIGNALS & DIGITAL SUCCESS.

CHANNEL FEEDBACK THROUGH

SOCIAL LISTENING.

CUSTOMERS CHOOSE WHERE THE CONVERSATION BEGINS.

Review - share with those you don’t know

Social - share with friends and those who trust you

Three-quarters read peer reviews on products or services, half use social media to get help with a product or service, and 45% agree that social media allows them to show their support for their favorite brands.

Forrester, Predictions 2016: Social Gets Reinforcements, November 13, 2015

v

ACTIVATING THE VOICE OF THE CUSTOMER

HOW DO YOU BUILD BRAND ADVOCATES?

ZV

THE VALUE OF THE BRAND ADVOCATE1. A prolific creator of information 2. They influence the opinions and purchases of their friends 3. They like to use social media to help people & share opinions 4. Advocates want to be known for their valuable insights 5. Advocates have a broader reach

Advocates are loyal to brands with which they have a relationship

ENGAGE ADVOCATESCommunity Management Customer Service Social Comments Email Direct Messaging

“WRITE ME A REVIEW” “CHECK IN”

BUILD CONNECTIONSPaid Amplification Employee Amplification Social Selling Branded Experiences Content Planning & Collaboration

“SHARE YOUR PICTURES”

Industry Talk Industry Influencers Brand Chatter Product Mentions Poor/Great Product Experiences Third Party Review Sites User Generated Content

DISCOVER ADVOCATES

LISTEN TO YOUR CUSTOMERS.

LISTENING EMPOWERS YOU.

Monitor trends and respond

Customer service outreach beyond your networks

Capitalize on your competitions inability to listen

Zendesk reports that "40% of customers switch loyalty because a competitor offers better customer service.”

BE AUTHENTIC.

“YOU SPOKE. WE LISTENED.”

In 3 days: 27K

Likes

8.5K

Shares

4.2K

Comments, just on Facebook

SOCIAL VALIDATION.

Trust leads to revenue

People are ready to support your brand…You just have to ask

Listen on social to discover new feedback

Authentically engage to form new relationships and build trust

Be proactive about sharing the voice of the customer new Summary points

SUMMARY.How to channel customer feedback to drive conversion

Q&A.