Case Study: USAA Uses Social Media To Drive
Sales, Product, And Service Strategies

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USAA Main Image
USAA uses Ratings & Reviews within online marketing to increase its effectiveness.
Source: USAA Web Site

Financial services firm USAA created its first formal social media strategy in October 2008. In 2009, it further refined and represented the strategy as four pillars of focus: listening, engaging, strengthening relationships, and innovation. As a tactic of listening and engaging, USAA engaged Bazaarvoice to offer ratings and reviews to its members on USAA.com. Nearly a year later, the results are astounding. Thousands of members have provided reviews, and USAA has used those reviews to drive product improvements, improve Web site conversion, and increase interactive marketing effectiveness.

“One of the hardest parts of experiments in social media is understanding its impact on the metrics that drive the business.
For USAA, the results are clear.”

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