applying data science to social proof
TRANSCRIPT
Applying Data Science to
Social ProofJOANNA ALTER, YOTPO CO-MARKETING MANAGER
@Kissmetrics
#KissWebinar
@thuelmadsen
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking
in the Sierras.
THUE MADSENMarketing Operations Manager, Kissmetrics
@ThueLMadsen
Joanna is Yotpo’s resident sunglasses aficionado and Co-marketing Manager. She really enjoys exploring new places and observing her surroundings—so much so that she frequently trips while gazing at impressive buildings,
beautiful landscapes, or anything else that catches her eye.
JOANNA ALTERCo-marketing Manager, Yotpo
@alterjoanna
@Yotpo
#KissWebinar
@alterjoanna
1 Section One – Introduction
Engagement
Conversion
Sales
Acquisition
2 Section Two – How to Measure the ROI of Social Proof with Data Science
3 Section Three – Data-backed Tips for Leveraging Social Proof for Your Business
TABLE OF CONTENTS
Social proof influences consumers
Collection
Management
Distribution
WATCH WEBINAR RECORDING NOW
IntroductionSOCIAL PROOF INFLUENCES CONSUMERS
Social ProofA psychological phenomenon where people assume the actions of others in an attempt to reflect correct
behavior for a given situation.
“First and last time staying here.”
1/3 of all site visitors
More than 1/3 of all visitors to eCommerce sites view or engage with user-generated content.
55% of customers
More than 55% of customers engage with user-generated content before making a purchase.
Show Me The Data!HOW CAN I MEASURE THE IMPACT OF SOCIAL PROOF?
How to Measure the ROI of UGC
USE DATA SCIENCE TO SEE HOW USER-GENERATED CONTENT IS BRINGING YOUR BUSINESS VALUE
Engagement
HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ENGAGEMENT
HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ENGAGEMENT
HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ENGAGEMENT
Opportunities for site visitors to engage with UGC
• Reviews
• Star ratings
• Customer photos
• Customer Q&A
HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ENGAGEMENT
Opportunities for site visitors to engage with UGC
• Reviews
• Star ratings
• Customer photos
• Customer Q&A
• Home page
• Product page
• Gallery Page
• Checkout page
HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ENGAGEMENT
Opportunities for site visitors to engage with UGC
• Reviews
• Star ratings
• Customer photos
• Customer Q&A
• Home page
• Product page
• Gallery Page
• Checkout page
Does anyone even look at this stuff?
HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ENGAGEMENT
See how many site visitors are engaging with each your UGC widgets displaying social proof about your brand.
Conversion
HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION
Conversion Rate Uplift
Conversion rate of
customers who engage with
user-generated content
Conversion rate of customers
who do not engage with
user-generated contentVS.
HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION
HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION
$ Customers who engage
with user-generated content
Average Order Value Uplift
$ Customers who do not engage
with user-generated contentVS.
HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION
When a customer buys exactly what they intended to buy, that is good for your store.
HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION
When a customer buys more than what they intended to buy, that is great for your store.
HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION
You can quantify the percentage of customers who interacted with UGC and how much more money they spent in your store.
Sales
HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: SALES
% sales from UGC % engagement with UGC>
HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: SALES
% sales from UGC % engagement with UGC>
% sales from UGC% engagement with UGC >
HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: SALES
Acquisition
HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ACQUISITION
HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ACQUISITION
Data-Backed Tips for Leveraging Social Proof
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF
How data can help you leverage social proof
• Collection: Getting reviews, photos, and other customer content
• Management: Understanding the significance behind that content
• Distribution: Displaying this content to get the most out of your social proof
Collection
6 to 8.5%of customers respond to post-purchase UGC requests.
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: COLLECTION
HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION
Optimize your UGC collection by analyzing what you’re saying, and when you’re saying it.
HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION
What you’re saying: subject lines When you’re saying it: time of day
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: COLLECTION
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: COLLECTION
Management
Most common words in customer reviews in 2016
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT
Natural Language Processing
• Identify customer concerns and experiences early
• Publish UGC that accurately reflects customer sentiment
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT
Distribution
The more recognition you give your customers, the more genuine information you get from your customers
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: DISTRIBUTION
Customize your ratings and highlight customer feedback
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: DISTRIBUTION
Showcase customer experiences to increase checkouts by 29%
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: DISTRIBUTION
Display user-generated content across your site in creative ways
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: DISTRIBUTION
Key Takeaways
Key Takeaways
• UGC allows you to learn from your customers and for your customers to learn from each other
• Amplify your customers’ voices by collecting, managing and distributing UGC
• Measure the ROI of your user-generated content so you can effectively leverage social proof
APPLYING DATA SCIENCE TO SOCIAL PROOF
LEARN MORE NOW
Discover how Kissmetrics can help you optimize your marketing
JOANNA ALTERCo-marketing Manager, Yotpo
THUE MADSENMarketing Operations Manager, Kissmetrics
Questions?