Consumer-Generated Content
Case Study: Comcast uses Twitter to delight
Sitting down to the watch the Sox game last night, I surfed over to my hometown paper and found an absolute gem of customer-centricity in the most unlikely of places - a cable television company. As someone who’s lived in a few different markets over the years, I’ve experienced Time-Warner, Comcast, Primestar, Cablevision, and Verizon, and I can tell you there is one common bond that stands out amongst all of Big Cable - the privilege each of the CSRs allowed me to feel for their gracious offering of their service to me 
. But alas, times perhaps have changed.
Truth be told, what stopped me in my tracks when digitally thumbing through the Globe was not the headline, but the leading image of CC Chapman, all-around Podcaster-extraordinaire. Seems CC’s tv was on the fritz during a little thing called the 17th championship in Boston Celtics history, and he twitter blasted Comcast to make himself feel better (he should’ve realized in title-town, it takes a lot more than OD [original def] to keep a team down .) Here’s the amazing part - Comcast responded, via Twitter, within minutes. They also had a technician out to solve the problem…before the tip off of the next game!
We get asked a lot from clients about how to build communities online, or how to shape the conversations that exist online to be more favorable towards their company or product. I can understand and empathize with their perspective, but more often than not, the companies asking these questions haven’t done the basic fundamentals yet. Don’t worry so much about figuring out the 1-3-1 full court trap; rather focus on perfecting a well executed free throw. Not sure where to begin? How about:
1) Setting up Google alerts for your company and/or product name, and commit to spending an hour per day reading and responding honestly and in a human voice to the comments you read. Remember in the age in which we currently live, our heroes are more flawed like Jason Bourne, than the Rockwellian images of yesteryear. It’s ok to not be perfect, but you’ll get torched for not being honest. If you don’t believe me, see Pettitte, Andy and Clemens, Roger.
2) If Google alerts doesn’t give you enough fodder, try Technorati, or Twitter or Niche sites in your space, like Techmeme. Despite what the old commercial said, it’s tough to reach the end of the internet. There are plenty of services out there to help you comb through what’s out on the ‘net, but you may be surprised to see how much you can learn through sweat equity alone.
3) Go to sites that sell your product and have reviews. Mine through the treasure trove of data that your audience gives you about what works and what doesn’t about your product or service. What’s the vocabulary they use? In addition to learning why they hate your product or service at times, I’ll bet you a quarter you find new benefits you never considered that your audience is realizing as a result of your efforts. Bonus points if you use those benefits to rewrite some product copy.
4) If you don’t have reviews on your site (why not?- Is there something you are afraid of hearing?), read your competitors’ reviews, and instead of trashing them, learn from them. Reach out to the consumer base, and offer a few free products in exchange for free flow of feedback. You can’t improve what you don’t measure.
Those are just some top of mind ways you can get started. I’m positive the GrokDotCom audience base has far more, and even better, ideas for how they overcome these challenges, and learn from their current and past customers. Perhaps if we ask them politely, they’ll even share. Anyone care to share their stories & ideas in the comments below?
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Written by:Howard Kaplan
How to Gain and Act on Customer Insights
Testing and optimization are a necessity in any marketing endeavor. I’ve gone deeper into the subject in several columns, such as “Conversion Folly Funnel” and “We Tried That Already.” Today, I want to focus on one aspect of optimization: customer insight.
Success in testing doesn’t necessarily indicate success in customer insight. For example, you can test landing pages, determine the best landing page, and enjoy an increase in conversion. But do you know why it converts better? Oftentimes marketers gain knowledge of customer behavior, which is inferior to customer insight (defined as learning why customers are behaving the way they are).
While it’s possible to optimize and see increases without customer insight, you’re chasing diminishing returns. Exclusively chasing better numbers gives the marketer a weaker 2-D approach in a rich 3-D world. Gaining customer insight is more efficient and typically more powerful in maintaining an upward trend toward your goals.
Gaining Customer Insight
How do you gain this customer insight? Customer surveys are one means.
Web analytics expert Avinash Kaushik collaborated with iPerceptions to give marketers the 4Q survey platform. 4Q is a free, permission-based on-exit customer survey. It’s delivered post-conversion and asks customers four powerful questions:
- What is the purpose of your visit to our Web site today?
- Were you able to complete your task today?
- If you were not able to complete your task today, why not?
- If you did complete your task, what did you enjoy most about the site?
At the recent eMetrics Summit in San Francisco, iPerceptions shared some early results of using 4Q. For retailers, it learned that 39 percent of visitors went to learn about products, while 27 percent went to buy. Of the 27 percent who went to buy, roughly only two-thirds actually completed that task. Visitors also told why they did not convert: 31 percent wanted better product selection, 24 percent desired better shipping options, 17 percent cited problems with the online shopping cart, and 14 percent said prices were too high.
Analytics will only tell you what people are doing, but knowing why they are doing it is a powerful optimization tool.
In this case, the retailer can make much better optimization decisions. While a retailer may already be working on an initiative to offer more shipping options, it now has data to support accelerating the project. Knowing that 17 percent said they had shopping cart problems, the retailer can dig into the analytics and gain better insight into what is happening.
You can also use this data to create personas to help your marketing initiatives.
Customer Insight and Product Reviews
Another simple means of customer insight are customer product reviews. Here’s how you can optimize using them:
- Look for products with low look-to-book ratios and reviews with 3 to 4.5 stars out of five stars.
- Pull the trigger words from each review.
- Plot them as “logical” or “emotional.”
- Modify your product descriptions based on the results.
For example, here are two bullet points from the product description for a lady’s watch before optimization:
- Contemporary style adds bold look to any wardrobe.
- Water resistant to 30 meters.
Now, here are two snippets from “emotional” customer reviews for a lady’s watch:
- It’s like wearing two silver chain bracelets with a beautiful watch centerpiece.
- I’m a constant hand-washer, and I don’t have to worry about “time stopping” just because I have to have clean hands.
Now here are the optimized bullets:
- This unusual double chain bracelet band and watch is an instant attention getter.
- No worries while washing hands, because this watch is water resistant to 30 meters.
Which description do you think converts better?
Conclusion
With customer insight you can more easily duplicate your successes, create more effective campaigns, and apply that insight to other site areas. And with our current economic situation, you can better budget and prioritize your optimization efforts.
Now go and learn what your customers are saying about you and your Web site.
*This article is cross-posted on ClickZ.
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About the Author: Bryan Eisenberg is co-founder and Chief Persuasion Officer at FutureNow. Join Bryan on June 3rd in Manhattan at the Call to Action seminar, the popular one-day course based on his New York Times and Wall Street Journal bestseller Call to Action: Secret Formulas for Improving Online Results. Not only will you learn the most effective online persuasion and website optimization techniques, you’ll get a chance to chat with Bryan over hors d’oeurves and cocktails at our “Happy Hour with the Experts” reception.
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Written by:Bryan Eisenberg
70% of Online Shoppers Read Multiple Product Reviews
An e-tailing group study commissioned by PowerReviews has further revealed the necessity for customer-generated product reviews on e-commerce sites.
It seems the majority of online shoppers want to hear what people like them have to say about the product they’re researching. Almost 70% of customers looked at more than 4 reviews before making a purchase.
The study also gives a sense of how long visitors spend reading reviews before their purchase (50% spend over 10 minutes) and found that most people read reviews once they’ve narrowed down their search to 2 or 3 products.
Just having reviews isn’t going to cut it, though. E-tailers must give the would-be customer something more if they want them to come back to their sites — not just to research, but to buy. If more than 50% of customers spend over ten minutes looking at reviews, that shows they’re looking for more than just an overall “star rating.” For instance, one way of boosting your reviews’ credibility is having a “pros and a cons” field for visitors to fill out. This will show visitors that you welcome criticism and are confident in your products, while making the reviews that much more valuable to other visitors.
Here are some tips and a screencast from Bryan to help plan and optimize your review system.
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Written by:Daniel McGuigan
Girls Give Advertisers “The Flip”
Heidi Dangelmaier has a problem.
Heidi runs 3iying, a marketing company that specializes in reaching girls age 15-25. I met with Heidi in her NYC offices last summer to talk about an exciting new idea she was working on. When Heidi speaks with agencies and companies targeting this group, she tells them about the less than stellar job current advertisers are doing trying to speak to girls. The problem is, these companies and agencies haven’t believed her.
So Heidi took it straight to the girls themselves.
“Flip It” is a series of videos where girls talk about ads and why, specifically, the ads are not relevant to them. It started with some girls around the office, but as word spread, Heidi had girls lining up out the door. A handful of examples has taken off into 400 videos and counting.
When I first heard the idea, I wondered, Will this really work? Will people listen to girls complaining about ads? Then I saw the videos, and I was blown away. (For the record, it’s very hard to impress me.) These girls are articulate, thoughtful, and the insight was flat out amazing.
So, how do girls age 15-25 really feel about ads that are targeting them? Taking my cue from Heidi, I’ll let them speak for themselves.
(RSS readers, click here for video #1)
(RSS readers, click here for video #2)
(RSS readers, click here for video #3)
Heidi and her team are not out to condemn advertising. They’re out to make it better.
3iying is not in the business of flipping. We are an all-girl strategic and creative think tank that helps mass-scale brands become more relevant to girls. 3iying offers our contribution to ending this gap. We cannot do it alone. The new millennium girls reflect a consumer shift that will lead generations to come. Their mindset cannot be ignored if we wish to keep our client’s brands alive and powerful and stop wasting their money.
Heidi Dangelmeir is my hero. The whole reason why I’m in the business of marketing to women is to create better marketing for them. Girls, like women of all ages, are bombarded by ads and images, day in and day out. At best, they’re annoying. At worst, they’re actively offensive. Keep in mind, these are ads targeted at this group. Marketers are spending millions of dollars to create ads that turn off perspective customers. Instead of connecting with customers, they’re proving just how disconnected from consumers they really are.
Heidi has found a brilliant way to give voice to how girls and women really feel. Are you listening?
Find out a few other reasons why 3iying is succeeding in understanding and communicating with 15-25 year-old girls.
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Written by:Holly Buchanan
Study: Customer Reviews Boost Conversion
eMarketer reports on a new study by e-consultancy and Bazaarvoice, suggesting that customer reviews boost conversion, traffic, and average order value in a big way.
Nearly all survey respondents thought ratings and reviews were either extremely helpful or very helpful “as consumers.”
“Tapping into social commerce can be a great way of gaining a competitive advantage, for example through ratings and reviews,” Linus Gregoriadis, E-consultancy’s head of research, said in a statement. “But apart from the early adopters, this is something a large proportion of online retailers are only just starting to think seriously about.”
Mr. Gregoriadis said one-third of online sellers were concerned about negative reviews — a major barrier to adoption of ratings and reviews — “but retailers are finding that they can improve conversion rates, drive sales and increase customer satisfaction even if customers aren’t necessarily singing their praises all the time.”
Of course, some are better at implementing customer reviews than others, but it’s clear that reviews are becoming an expected part of buying online. The Church of the Customer blog calls this trend “a no-brainer” and we couldn’t agree more.
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Written by:Robert Gorell
Drink Up! — Yelp Turns Web 2.1
Well, well, well… It looks like one “Web 2.0″ darling is all grow’d up!
Yelp.com, the popular consumer-generated review site, is about to leave sites like SuperPages.com and YellowBook.com too worthless to line a digital birdcage.
Why’s Yelp such a big deal? Because it’s powered by actual customers; people who care enough about a small or emerging local business to spend their time reviewing it.
But that’s just the beginning. This week, Yelp (finally) showed that it’s flirting with local adversing. They’re even opening up the platform so developers can integrate reviews with maps, photos, phone numbers, and anything else one might need to quickly find the best stuff our neighborhoods have to offer. All of this adds up to big news for local businesses that want to engage with customers directly.
Do you Yelp? If not, you’re missing out on the best thing to democratize American taste since the Zagat Survey.
Scratch that. Yelp’s better. Where else can you find nerdy, ridiculous, artful, concise, trashy, sublime, scathing, and/or funny reviews of restaurants, bars, accountants, tattoo parlors, or anything else that’s odd, hidden and local? Sure, they have reviews of chain stores and restaurants, but the weirder extremes is where Yelp proves its value. Need a mime that speaks three languages but won’t talk? Yelp it. Need to find a deli that delivers vegan pastrami sandwiches that taste like the real thing? Good luck, but Yelp’s your best shot.
Now that big chains like Wal-Mart are getting hip to consumer-generated reviews, Yelp has the power to do the same for small business.
Just one thing, though… Why is it that Yelpers still can’t disagree with me?
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Written by:Robert Gorell
