0:00 Amazing. Well, hopefully, you've been enjoying today so far. So my name is Arup Ghose. I lead our social commerce and creator marketing products. 0:09 I've been at Bazaarvoice four and a half years. And actually came to Bazaarvoice through an acquisition. So I was at a smaller company called Curalate who had been the leaders of the visual UGC and social commerce space. 0:21 And I'll break down what that means, in terms of real life examples today. But, yeah, I lead the sort of go to market efforts around that. 0:30 Feel free to connect with me at LinkedIn if you wish as well. So for today, the agenda is gonna be focused on really talking about Bazaarvoice's content supply chains. 0:39 So how can we full funnel really support you from finding the right type of content and the right type of consumers or creators, all the way down to sort of how you can use that content and, ultimately drive conversion, which is obviously why you're in this room. 0:55 We have integrated a lot of these different acquisitions that we've been talking about today into one solution. It's called Bazaarvoice Vibe. 1:05 It's a quite a US term, let's say, but, it's, it's basically integration of the three solutions that I'm gonna talk about today. 1:14 And, I will show you what I believe is a best in class user journey. So I'll pick an example of a customer. It's an interesting customer and I don't think it's an obvious one that you would think would do this really, really well and that's why I picked it. 1:28 And then we'll touch on some of the success stories and the the metrics that they've been able to drive as well. We've got a case study we can present and then, again, happy to do q and a as well. 1:36 I know the session's been scheduled for forty five minutes, but I don't think it will take that long. But also, as I said, happy to answer questions at the end. So let's talk about first the major challenges we see brands like yourselves are having today. 1:52 And I'm I'm sure you'll probably connect with some of these, if not all four. So let's break them down individually. But the first one would be just never really having enough content, brand ready content that connects with your consumers. 2:06 So, you know, Kiki talked about, authentic content and content that's, coming from, you know, these creators and consumers and, you know, Julia Roberts, but moving towards sort of more the micro and nano. 2:17 And that's really now becoming the trend. People are reading, you know, through sort of the celebrities of the world and know that they get paid a lot of money, right, to create that content. 2:29 So how can you work with people that are a little bit more like you and I, that allows us to resonate with the the brand a bit better? Obviously, you need to run campaigns to try and get this content, whether you're doing it organically or whether you're doing it through paid activities, but that's time consuming. 2:46 That takes a lot of resource. And, you know, how do you essentially streamline that effort today is is is a big challenge. 2:56 Then you need to obviously create experiences that are gonna convert at scale. So we're not taught we're not trying to just convert on one channel, maybe social media. 3:04 We wanna try and convert them on the website, retail or paid media. So how can you do that in a in a in a seamless and automated way as well? 3:14 And then the biggest problem when we talk to CMOs or CDOs of the world today is, how do I know what ROI I'm driving from all these efforts? 3:23 So we work with a creator. You work with a creator. You work with them to get a single piece of content. How do I know how much money is that content making for me? 3:32 So anyway, these are the four key challenges we see most of our brands are having and that's kind of where our content supply chain will help you. 3:43 So I'm not gonna talk touch on ratings and reviews. I hopefully, you've got a good idea of what that can do for you today. And, obviously, we've got ratings and reviews experts in the room if you have any questions around that, including q and a. 3:55 But let's talk about sort of how we can activate content creators. So everyday influencers, that are on sorry. 4:04 Influencers and creators that are on social media, so digital creators. We have a platform that allows you to find these creators and activate campaigns with them. 4:14 So we're talking about digital creators, people that have thousands of followers. We're not necessarily talking about millions of followers here. Whilst we find people that can do that, we appreciate your PR teams and agencies will do that very, very well. 4:27 We're talking more around the macro and the micro and the mid tier influencers. So we have a search tool that allows you to find those creators, reach out to them, invite them to briefs, collaborate with them, including things like seeding them a product as well as running fixed cam fixed pay campaigns or affiliate campaigns as well. 4:46 Then our next section here, everyday shoppers, is a community that we it's called Influenster. And if you are not, aware of Influenster, I would advise you to download the app. 4:58 It's free for anyone to to join. And essentially, it's a everyday shopper community. So it's nine million globally today, I think. 5:06 And obviously, we have loads of data. So when you have, think about it when you have a new product launch, you need reviews, you need social media buzz before that product is launched on your website, right? 5:17 So what our customers do is they use our community to then generate reviews and generate social buzz prior to that product going live. 5:27 Now as I mentioned, these are everyday shoppers. So the quality of the content may differ. If you think about social media posts, for example, a lot of them are digital creators, but they may not have tens and thousands of followers, maybe a little bit lower on that spectrum. 5:42 And that's where obviously our professional creator database is so powerful. So you've got a combination now of two sets of creator databases. 5:50 I think in total, it's around twenty million globally. So it's a big database. And of course, you can get more segmented, you can target people in Benelux, in in even down to a city level as well. 6:01 And then we have behavioral data on the everyday shoppers because they have to give a lot of data in return to being part of sampling campaigns as well. So you've got those two. 6:11 Those are two companies that we've acquired over the last sort of five or six years. Then you've got the third one, which is an acquisition that I came through, which is social commerce. 6:20 So social commerce essentially allows you to leverage and activate content that's coming from your consumers or everyday shoppers or creators, but then turning them into shoppable experience. 6:33 Now I know the traditional term for social commerce is probably a little bit different. It's transacting through TikTok and Instagram, but social commerce is a much bigger revenue opportunity. 6:42 It's the ability to bring that content also onto the touchpoints that your consumers are on outside of social. Because actually, not everyone buys through social. 6:51 I know it's hard to believe, but there's still people, I'm one of those that doesn't wanna buy through social. I prefer to buy on a brand's website. I prefer to buy in a physical store. 7:01 So how can we get people to feel inspired by social but to make that connection and conversion elsewhere? That's where social commerce is super important. 7:10 And of course, everything has to be authentic, everything has to be moderated, and that's underpinning everything that we're doing within any of these experiences to make sure the content is is valuable. 7:21 If you are a if you are a brand and we work with your retailers, you can syndicate that content to the retailer to be able to impact the conversion there as well. 7:30 And then lastly, of course, measuring all of the analytics. So we we connect into things like Google Analytics, Adobe Analytics, to be able to then understand impact and ROI as well. 7:45 So when we talk to most brands today, and I would love to see a show of hands if this resonates with you as well, where your typical budget goes when it comes to creating content. 7:57 Is it branded content or is it non branded content today? Maybe a show of hands. Like, how many people today would say more than seventy five percent of their budget today from, like, a content marketing perspective goes to branded content? 8:10 So we're talking about internal photo shoots, working with, yeah, just like super branded content if you understand what I'm saying. A show of hands maybe of like quite a few hands already. 8:21 Yeah. So again, super branded content which is amazing. That's not what your consumers want though, Right? So today, you're probably dabbling a little bit in influencers, everyday shoppers, and content creators, but focusing more on branded content. 8:36 But actually, we see it's the opposite way. Consumers don't want to see branded content. They want to be able to see more authentic content coming from people that are that like themselves. 8:46 And I think the evolution of social media and the evolution of content creators have really drastically changed over the last few years. I'm sure you all appreciate this and maybe you've got some some people in the room who are content creators themselves. 9:00 We connect much better when a content creator is talking about a brand and, utilizing their reach and their, and and their POV in terms of how they perceive that product. 9:12 So I think that shift is is is becoming more and more apparent. You can scan that QR code on the left, so you don't need to do anything with an app, or you can go to slido dot com and then use that specific code. 9:28 But I would love to know what challenges does your business currently have in creating compelling content at scale. 9:36 So the options are lack of resource, lack of time, multiple solutions, and or agencies involved, or all of the above. 9:57 Doesn't surprise me on the all of the above. Just give it a few more seconds. 10:15 But yeah, this is very common. And, and I think this is exactly the, the pain points that we're able to, alleviate. And you'll hopefully be able to see that later, but anyone I'm gonna pick on anyone, but anyone that wants to, elaborate on their answer, maybe anyone that picked all of the above, like what, why, what are some of the challenges that they're having? 10:37 Anyone willing to share? I will pick someone, so you might as well put your hand up. 10:48 No? I'm gonna just pick on someone. Front row. Second row. Can I pick on did any of you pick all of the above? No. Didn't vote. Okay. No problem. 10:59 All of the above, anyone know over here? Anyone that wants to just elaborate on their answer? Yeah. 11:09 Thank you. No worries. So for us, we are a company that we're, in Europe, well known, but not in the US. 11:18 So, for example, if we wanna make sure that everyone resonates with our content, it's very hard to create content for everyone at the same time. 11:27 So that's one of the main things that we have at the moment. And also we work with agencies in each country sometimes, and that we have content coming from everywhere, let's say. 11:36 So we want to centralize that. Thank you so much for sharing. Yeah. No. Absolutely correct. I mean, creating content that converts and and connects with everyone is definitely one of the major issues. 11:49 But just to sort of elaborate on this, teams aren't big. Right? Like, resources are pretty stretched these days. So you don't have many organizations that we work with definitely don't have ten, fifteen people on a social media team or a influencer marketing team. 12:05 Often we work with brands that have one person doing both and that's like crazy if you think about the value social can do today and some of you are smiling. It's probably probably you resonate with that. 12:14 But, it's it's it's definitely a bit of a bit of an issue. And because of that, obviously, you have a lack of time. You know, you're given these KPIs. 12:22 You need to get content out at scale. So how do you and how do you get content at scale is is is a massive issue. And then a lot of the times, I know it's the lowest answer here, but a lot of the times, it's like you've got multiple solutions, different agencies doing things for you, or you've got like a combination of different tools in house as well. 12:41 And that becomes difficult because they don't talk to each other. So there's a lot of like downloading and uploading could be, which is obviously a big a big pain point. 12:49 So that's where I wanna introduce, Bazaarvoice Vibe. It's the integrated solution I've talked about already, integrating our three acquisitions. 13:00 So content activation, creator marketing, and social commerce. So the best thing about this is we're the first to market to be able to do this. There are other tools out there, of course, that do these different things, but no one is combining them into one interface. 13:13 So in one solution, in one platform, you'll be able to find the right type of content creator depending on your needs. So whether that's a everyday shopper or a professional creator, collaborate with them, run the campaign, get their content with rights, very important, with rights, and then leverage that on dot com, social media, paid media, etcetera through our social commerce platform. 13:39 And you already showed this slide, but this is holistically what Bazaarvoice Vibe can offer you. So you'll notice that the combination of the different campaigns, organic campaign sorry. 13:51 Organic campaigns comes from people who are organically creating content for you. So, I bought your product from your eShop, from a, from your store and I'm posting about it on my social media using your hashtag or mentioning you. 14:05 You're not incentivizing me to create that content, but you can course leverage that content with rights. But then you've got the incentivized campaign. 14:13 So sampling or seeding the product to the creator, saying, hey, we want you to create content on our behalf, but here's the product for it, giving them a fixed amount, agreeing a fixed amount for that content, running affiliate campaigns. 14:26 So we can also help with, like, driving traffic and revenue to your site as well and track that data. So that's the campaigns. Then you've got the combination of the communities, as I mentioned. 14:37 So the everyday shopper community, professional creator community, any of your own communities as well. So not you're not just restricted to our ones. You can also leverage any existing creators that you're working with too. 14:48 And then the unique selling point is the touch points you can put that content. And you can see there's we're not talking about just repurposing that on social media, we're talking about like putting that across all of your digital experiences. 15:01 So wherever your consumers are at, whether that's social media, your organic social feeds, TikTok shop for example, which I know is, you know, a big channel for a lot of people, and of course your website. 15:13 So if you're e commerce, then putting that onto your PDP. If you're not e commerce and you wanna drive conversion at retail, getting that content syndicating out to the retailers as well. 15:24 Bazaarvoice vibe is modular. So we appreciate there's many brands that may have existing technology in place. You may have agencies that you work with, which is fine and we support the way agencies do work, but it is completely modular. 15:37 So, there's components to this, which I kind of already touched on. So if you are interested in Vibe, you don't have to necessarily buy the whole thing. 15:45 There's obviously economies of scale of doing that, but naturally, you'll see the the modular components to to Vibe. Makes it very easy for you to start with something a little bit smaller if if that's what you want to do. 15:56 Another Slido question. And I think this stat was shared earlier. So if you were paying attention, you should hopefully remember. What percentage of shoppers have been inspired by social media to make a purchase through another channel? 16:09 So thirty nine percent, sixty nine percent, eighty five percent, or fifty percent. It's neck and neck. 16:31 I'll give it a few more seconds. Eighty five percent is leading. 16:48 So my takeaway from this is fifty two percent of you were not paying attention in the first session. Sixty nine percent. 16:56 I love the fact that you think it's eighty five percent though because that shows I guess our thought process behind this but yeah it's actually sixty nine percent. 17:05 Sixty nine percent of shoppers have been inspired by social but make a purchase elsewhere. Going back to my earlier point, when we talk about social commerce, it's not just about transacting through social media. 17:15 Yes, people do that. Of course, TikTok shop and Instagram shop are key features that allow you to transact within apps. 17:24 However, not everyone's doing it that way. So if I think about two use cases, one is slightly older demographics don't feel as comfortable to do that. 17:35 So how are you supporting conversion for them? They want to perhaps do that on dot com or retail, as I mentioned. So that's the the first thing. 17:45 Sometimes, especially when TikTok shop launched, there's a lack of trust over the experience and perhaps, again, people feel like they wanna do a bit more research and go on to your dot com to do that research. 17:57 So that's really important. A lot of these experiences are not localized. So if you're a global business and you wanna be able to support where people are located and the experience that they, should receive based on their location, a lot of these experiences don't do that as well. 18:12 So that's where, again, like, how can you make sure that they go to the to the websites and see value from the website is is important. And then the last thing I'd say is the price point. 18:23 Think about for me, I'd say Instagram shop and TikTok shop are great for impulse buying. Think about low price items, beauty products, fashion products. 18:34 Great for that sort of like one, you know, one click. I I love the look of that. I wanna buy it. But can think about considered purchases. And I know in the room there's some people that are from brands that are higher priced items. 18:47 Generally, we see those channels don't drive conversion as highly for those. So we work with brands like Samsung as an example and a lot of that conversion is happening on dot com. 18:57 You don't buy a TV through social media. Like, it's rare unless you know exactly what you're looking for. You're gonna go to the dot com experience. You're gonna look at reviews. 19:05 You're gonna look at social media content to make that purchase. So even though we think of social as impulse buying, it is to a certain extent. 19:14 The higher the price point, we see actually more and more research is being done on dot com. So if you ultimately, if you're sending these people to your dot com, why not create some sort of social media experience for your dot com as well? 19:29 And that's where I mean, Kiki talked about it earlier, bringing social media content to your dot com to drive conversion. That's exactly what we're talking about here. 19:39 And, and a new feature that we've also got is the ability to boost content to spark ads. So again, if TikTok is a massive channel for you and you wanna be able to boost content to spark, this also works for Instagram ads, of course. 19:54 We also have that feature too. So you can get permissions from the creators to do this. So directly from our solution, you can say, as part of this campaign, we would like to get ad permissions and then you can, boost that content onto onto Spark, which is pretty powerful. 20:09 So now we're talking about a different channel, right? We're talking about paid media. And why is that important? Well, again, from studies, it's a little bit old but still very relevant. 20:19 It's actually user generated content that is being used the most, but it's actually creator content that is the most impactful when it comes to paid media. 20:29 I'm sure you will probably appreciate this from a consumer lens when you go to a website or you're, you know, sent an ad in your social feeds or in Google and you see just the product on a white background. 20:41 You don't feel like buying that product, right? It's not it's not it's not inspiring me at all. So think about this from a brand perspective. You're doing this for thousands and millions of consumers. 20:52 It's a lot of money. So providing them with creator content, UGC content is much more compelling, more inspiring, much more likely for me to then click on the ad. 21:03 I like this video of Overtone, who are basically, they created a reel, but they're using creators and consumers as part of this. 21:12 So hopefully this plays. The sound's not working, but it's okay. And as you can see, like, it's just literally there, consumers and creators talking about this. 21:27 Imagine this being pushed out as a paid a paid ad, like, it's got reviews in there, it's got captions, etcetera. 21:39 Super powerful. So let's move over to what I would say is a a best in class, user journey. 21:47 So first of all is we all appreciate that most consumer journeys today are starting on social media. Right? So millennials and obviously now Gen Zs are pivoting away from Google as the point of where to search and are now using Instagram and TikTok to to search. 22:05 So how can we get people from social media to your website? We have a solution and, this is the example I wanted to show you of Samsonite. 22:16 So it's a a little bit of an edge case because it's suitcases. You wouldn't typically think of suitcases being, a leader in terms of, like, social commerce, but actually they're doing it really, really well. 22:28 So this video here will show you how I can now see content from creators or consumers in the social feed. 22:40 Click on the link that's in the Instagram bio, and this works for TikTok as well by the way. Be be shown a, a replica of the Instagram feed for me to be able to go, okay. 22:50 Cool. That was the video that I liked and I was inspired by. But guess what? I've got all of the products displayed in here. So this, like, shop the look functionality. 22:59 And let's be honest, having something so easy and seamless for me as a consumer makes me more likely to go to the PDP because you're giving the consumer the option of here are the products, which product is it that you wanna go to, and then one more click and I'm on the PDP. 23:15 No manual work for the for the consumer. I'm not having to go to your website. I'm not having to click on a link tree and, you know, go to your website and find the product manually. 23:25 Let's be honest. And the, you know, the the lack of time we have today and the patience that we have today, people don't do that. So how can I make them easily go to the the PDP? 23:37 And again, going back to my earlier stat, sixty nine percent of shoppers inspired by social but make that purchase for another channel. So you can get these people who have been inspired by your content on social media, but feel confident to make that purchase on dot com. 23:53 So as I mentioned, this is gonna help you to drive good quality traffic from social media to your sites, specifically for Instagram and TikTok. It really provides more of a discovery experience. 24:02 So we're not talking about, like, of course, it helps people to convert and we can track that, but it's about discovery, which is what social media is for. It's about discovering new products, discovering new brands. 24:12 You're giving the control to the user. When they reach dot com, they perform better. And when I say perform better, we typically see we reduce the bounce rates by fifty five percent, and that's huge. 24:24 Most brands I speak to for the first time, and I ask them what their bounce rates are from social, it's usually, like, eighty, ninety percent. People just go to one page, and usually it's the home page or a campaign page. 24:35 And then they're like, I've just seen something that I really wanna buy, and you're sending me to the home page. I have to find your product. Is that what you're telling me? So this is where this experience is super powerful. 24:45 We call this like to buy and it sits in your Instagram Instagram bio. But let's move on to the website now. So how can we now inspire people on dot com to drive conversion? 24:55 So I'm again using Samsungite as example on the PDP. And as I scroll down on the PDP, I'm now shown visual content specific to the product that I'm on. 25:10 Instagram reels, static images, super powerful because it not only shows me the video and the images, but it shows me the products, but also other products as well. 25:22 And why is this best in class? Because if you're if you just saw there, it incorporates the reviews as well. So as Samsung Night use us for ratings and reviews, they have also integrated the ratings into this gallery too. 25:36 So you can imagine again, it just helps people to dry like, feel more confident this is the right product for them because not only are they inspired by the content, but they also can see there's, like, a thousand reviews related to this specific product. 25:51 There were some stats shown earlier around like the typical conversion lift that we see from social commerce. The Samsonite case study is on our website, so you're welcome to have a look. 26:01 They saw a two hundred and fifty four percent lift in their conversion rate. I know the next question is gonna be how do you manage to to to track that. So, we look at, by default, people who engage with those widgets on our website versus those who do not engage. 26:18 Engagement means they've interacted with the gallery, so they've hovered or clicked. And again, there's different attribution methods, so you can get a bit more granular if you want to, to look at just people that have clicked. 26:29 So you've got the options there. But it's I think for me personally, it's amazing because who would have thought they could do this with suitcases, right? 26:39 They tapped into people who are constantly traveling, and using this hashtag, be moved, to ensure that people are posting about it when they are traveling and and obviously buying their products. 26:54 Cool. Last, poll. What channel or channels do you believe creator content would have the highest impact on for your business? 27:03 So the options are organic social media feed, paid media, that could be social or displays, website, email marketing, or again, all of the above. 27:29 Again, no surprise. All of the above is winning. No one from email marketing. Oh, there is someone from email marketing. They just put their poll in, but yeah, absolutely. 27:41 I mean, as I already showed you earlier on, you can with Vibe, with Bazaarvoice, leverage this content on all of the channels that you have here. 27:53 But absolutely, all of these channels are super high impact ones. Obviously, the case study I showed you with Samsonite is specific to the website. 28:01 That's where the the ultimate conversion is happening, but there's impact that can be had, across all of these channels with creator content. 28:10 And we can track it. So a big benefit of Bazaarvoice, again, because we're talking about full funnel, understanding how a piece of media performs on social media, how it performs on affiliate campaigns, and then how it performs on your dot com, we can track that. 28:26 So when it comes to a CMO understanding how one individual piece of content performs, you can see that. So at a campaign level, at a creator level, and a content level. 28:37 The creator level one is really powerful because when you talk about ROI coming from your creator marketing efforts, usually, we're just looking at social media metrics, right, which is very, very tunnel visioned. 28:49 Social media metrics is great, so reach, awareness, engagement, etcetera. But what revenue is it driving for you? So by putting that content on the dot com like Samsung and I have done, we can also track revenue too. 29:01 And a really cool feature that we have through AI is sentiment analysis. We can actually track the sentiment that's coming from a creator's campaign. 29:10 So when they post on social media, how many times do you then go and look at all of the comments? How like, if the content goes viral, negative or positive, how scalable is it for you to actually read all of those comments especially if they're different languages? 29:25 So with AI, we can give it a stamp. You'll see there's a positive sentiment stamp and that essentially uses AI to look at the comments that are being received, the types of words, the emojis that's being used, and it's also language agnostic as well. 29:39 So I think we pick up at, like, a hundred and twenty, a hundred and seventy different languages, which is pretty cool. But the most important part of this is just understanding how a specific creator campaign or a creator relationship is performing for your business across that across that funnel. 29:57 Cool. And then, yeah, just to just to kind of summarize Bazaarvoice, what we can help you to do is obviously sort of drive people from social to your site. 30:07 So really help you to drive better quality traffic, engage people on social, but get them to your dot com. Once they're on your dot com, that's where we can convert them through the powerful UGC and creative content that you can leverage. 30:20 And then, of course, the benefit of doing all of this is you can acquire new creators. A lot of, a lot of creators can, a lot of, creators can become ambassadors through this type of experience as well because they naturally wanna be seen on your website, they want to collaborate with you, so we also have the ability for them to register as part of our ambassador program too. 30:42 Cool. That was everything I wanted to cover off.
