June 26th, 2009 by Sam Decker Chief Marketing Officer
We recently went on a national press tour, and one of the highlights was Brett’s video interview with Taylor Buley at Forbes.com. Brett talks about how Oriental Trading Company uses customer reviews to transform their internal culture – internal teams work together to improve all aspects of their products and customer service. They’ve improved more than 700 products so far! You can read the full case study for all the details.
He also talks about how GEICO uses reviews to improve its products, too. Three years ago, who would have ever thought you’d use reviews to buy insurance?
Brett talks about how all types of companies are using reviews and other input to change all areas of the business – reducing return rates, improving service, etc. – and how online reviews create focus group-like information that helps companies determine exactly what they can improve. All without adding a huge new department in the company.
Brett also talks about how Twitter and Facebook will never have the impact of customer word of mouth on branded sites. Read the Forbes article in its (I love this) “Disruptions” section, “Where Social Networking Cashes In.”
Books,
Community,
Customer Centricity,
Interviews,
Marketing Strategy,
Ratings & Reviews,
Research,
Social Commerce Summit,
User-Generated Content,
Word of Mouth,
eCommerce
July 6th, 2008 by Brett Hurt Founder and CEO
Andy Sernovitz is a Bazaarvoice Advisory Board member and the founder of the Word of Mouth Marketing Association (WOMMA)*. Andy is also a fellow Wharton grad, the author of Word of Mouth Marketing, a serial entrepreneur, and a prominent keynote speaker at many conferences, including our own Social Commerce Summit.
I was happy to see Andy leverage the valuable community we assembled at our first-ever and sold-out Summit in May by recording five video interviews. It was truly an amazing group of individuals, charged with word of mouth marketing at many of the largest companies in the world, from Bank of America to Wal-Mart. It was humbling to be in the presence of so many smart industry leaders, sharing best practices with each other in our rapidly emerging field. Because of them (as well as the hard work by our team), we have set a very high bar for our Summit next year.
Andy recently published his interview of me. We discussed how user-generated content is changing the merchandising culture at companies, helping them become more customer-centric and successful as a result.
Read on to see more interviews by Andy.
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June 20th, 2008 by Brett Hurt Founder and CEO
My father, Brian Douglas Hurt, passed away last night at 3am. He passed in his sleep from a sudden heart attack and, fortunately, it seems like it happened almost immediately. I got the call from my sister around 3:15am, and I have been ever up since, holding my mother, her, and my niece after it happened.
This is an incredibly tough call to receive, and I have been through a wide range of emotions in the last 12 hours. One way I am dealing with this is by writing this post, which I realize is more personal than my previous Bazaarblog posts, and you will not offend me if you stop reading now.
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April 17th, 2008 by Sam Decker Chief Marketing Officer
Mitch Joel, President of Twist Image, saw Brett (CEO of Bazaarvoice) at Shop.org and did his 99th "Six Pixels of Separation Podcast". In this podcast, Brett reveals many of the key statistics and findings we've had over the years, both from research and analyzing the data from user generated content from our client base (190+). This was really well done and wanted to share it with you. Click to hear the interview…the interview starts just about half way into this podcast..
August 26th, 2007 by Brett Hurt Founder and CEO
Yesterday, I was interviewed by Lisa Morgan on World Talk Radio. She recently launched a radio program named "Innovation & Ingenuity". This is more of a personal interview about my background as an entrepreneur, and I really enjoyed doing it. You can download it here. I also encourage you to check out her program archive if you are interested in this topic.
Sam and I will also be speaking at the conference Lisa is organizing, Online Market World, this October 3-5 in San Francisco. I will be speaking about driving customer acquisition and conversion through word-of-mouth marketing. I hope to see you there, and I'll probably see you at Shop.org's Annual Summit in Las Vegas first. It is rumored there are well over 2,500 confirmed attendees at this point, making it the largest online retail conference in history! I will be speaking about monetizing Web 2.0 at the Summit with Pinny Gniwisch, founder and EVP of Marketing at Ice.com, and Matt Corey, VP of Marketing at Golfsmith International, one of our earliest clients who has recently started to leverage ratings and reviews content in their print catalogs.
July 18th, 2007 by Sam Decker Chief Marketing Officer
[post from Lisa Roberts, Director of Marketing]
Tuesday we hosted a great webinar with Andy Sernovitz, author of Word of Mouth Marketing: How Smart Companies Get People Talking. As one of the pioneers of "word of mouth marketing", it was especially interesting to hear him define the term. As Andy says, word of mouth marketing is "giving people a reason to talk about your stuff and making it easier for the conversation to take place". We all know that word of mouth is not a new concept, but it has historically been generated by "experts" or celebrities in a very controlled way. Peoples' buying habits have evolved, and the "experts" are now simply "people like me". Companies today must re-focus their marketing strategies to promote good products, evolve them in a way that is most useful to customers, and give customers the tools to spread the word about their experiences. As Brett said, "The barrier to converse has been significantly reduced." The permanent record that your customers create can make or break your product and brand.
We also talked with Andy about the "5 T's" that he suggests companies think about when implementing or improving their word of mouth strategy. There were two points that really stuck with me:
- The first step is to find "Talkers"; people who will talk about your product. As Andy points out, this is not generally your regular customer that interacts with your brand/products all the time. This is often your new customer. This is someone who has just experienced what you have to offer and is excited to share their opinions. Of course, it can also be your regular customer experiencing something new about your product. If so, you want to make sure it's something they have asked for and that further supports all the reasons why they're already one of your loyal customers.
- Negative reviews provide many opportunities for a very positive user experience. This is something Sam wrote about a couple weeks ago. Negative reviews can help another customer make a more satisfactory purchase decision, can help a manufacturer improve a product in a very distinct and focused way, or can provide the opportunity for a company to "Take Part" and simply say "we hear you and we're going to try to improve".
Check out all of the webinar slides on Slideshare. We're also happy to share the full webinar with audio if you email lisa @ bazaarvoice.com for the download link, username, and password.
Andy also covered this on his blog.