0:23 So hello, and welcome to our session on creating a connected shopping journey with social content and how you can, and that can help you optimize discovery, engagement, and conversion. 0:34 I'm Tiffany Holbrook, senior product marketing manager at Bazaarvoice, and I have spent my entire career focused on tech b to b technology in particular. 0:44 And I've done everything from the, ad tech space to brand marketing, and also in more recently really hyper focused on the commerce and social commerce space. 0:54 And it's been really fun for me because I started my career in Austin when Bazaarvoice was just a startup and everybody knew who it was, and it was the ratings and review provider. 1:03 And then when I came to Bazaarvoice, almost three years ago, I found out there was this whole other huge role that Bazaarvoice was also playing in, which was the social commerce space in general social marketing as well. 1:14 And so for the past three years, I've been hyper focused on our social commerce product, which much of the experience today will be going through very focused on what social commerce could do for you. 1:22 But I've also had the pleasure of working really heavily in our creator marketing managed services space. And also influenced her. And then recently, because I'm so obsessed with creator marketing, I moved over to our new acquisition and new Crown Jewel in our social suite suite Affableai. 1:38 And during all of this time that I've been a Bazaarvoice, for most of it, Ellen has been my product marketing, manager partner in crime. Ellen. Welcome today. 1:47 Thanks, Tiff. Awesome. So I'm Ellen Durbin. I'm senior product marketing manager here at Bazaarvoice as well. And I have over twenty years experience in B to B to C consumer products. 1:57 I started my career in the toy and baby products industry so much fun, that was pre kids where I focused on digital and social marketing, and then I made a transition when I relocated down here to Austin, Texas to going to B2BTech, and so I have experiences SAS and HR tech, and there I focus on product and performance marketing. 2:15 So for the past two years, I've been focused here on social commerce, episar voice, which has really been a perfect blend of both worlds, B2C, B2B, as well as social and e com. 2:27 And fun fact, Ellen and I both are millennials slash gen x moms, and we also both are dog moms and love obsessing about our pets So, if you ever run into us, we can talk about either one of those topics as much as you want. 2:41 But to set the stage today for our, conversation you know, creating a connected consumer experience matters. That's why you're here. Right? That is why you're in this session. 2:51 And the more connected your experience closer you get to hitting and maybe even exceeding the metrics that matter most to you. Right? 2:59 From engagement rate on social to driving traffic to e com, to time on-site, average order value, and even revenue. And we've seen that brands that do this well see higher conversion rate and they're really excelling at the omnichannel Connected Commerce experience space. 3:17 Right? They're doing it well from social to e com, and even at retail. In question for the audience, for you guys to chat in, what metric do you think matters most to measure and why. 3:29 And I know this is like a really controversial question for a lot of folks, especially in the marketing space. So again, what metric do you think matters most to measure and why? 3:39 And this is a great chance for you guys to hear from each other, see what other folks in the market are doing and how they're approaching measurement and metrics. And, Ellen, from your perspective, what do you think is the most important metric to measure? 3:51 So that's a tough one. Because we're full funnel, and we we love and adore every part of the funnel. I love the top of funnel for reach and impressions and engagement down to the middle of the funnel where we drive web traffic and average order value and time on-site but I think my passion really is towards the bottom of the funnel and seeing how all that great work comes together with a conversion to a sale and drives revenue for the business. 4:16 So That's my personal favorite. Awesome. And, Ellen, can you see what our audience, is typing in? What, what, what perspective we're getting from those folks? Yes. I've got three conversion rates is where it's at so far. 4:28 That's what I've got. And then revenue per visitor. So lots of lots of money, money, money. Do we have a lot of commerce people in the room? I think we do. 4:36 Welcome commerce folks. And, Ellen, over to you, now that we've set the stage, what's our agenda? Yeah. So let's take a look at what we've got lined up for you guys today. 4:46 First, we're going to talk about blockers you may be facing with creating a connected shopping journey. Second, we'll discuss what it takes to create a winning content strategy. 4:55 Third, we're going to dig deep on challenging content status quo, one of our favorite topics here at Bazaarvoice. Fourth, we're going to take a look into how Bazaarvoice provides a connected social content experience, and you'll see a demo of our solutions, you'll see it in action, and see how it can help your business. 5:11 Fifth will chat about growing your brand with Bazaarvoice social solutions, and then we're going to wrap up with some key takeaways and live Q and A. So that's what's on schedule. Tiff take it away. Alright. 5:22 So I think it's always important to set the foundation for what are the challenges that we need to overcome. And I think this is part of also empathizing for myself as a product marketer to understanding what commerce and social marketers and brand marketers have to overcome. 5:35 And, and I would say some of the things that we really understand and have set the foundation in our product development is is really focusing on the fact that we understand creating a delightful shopping experience isn't easy. 5:46 It's the ultimate goal, right, a delightful shopping experience. But for the social landscape, it's ever changing yet absolutely critical to developing a wind brand brand strategy and for social marketers and even those brand marketers who are really taking the lead in this space. 6:01 Ellen, what would you say are some of the biggest challenges in managing a social landscape that's so chaotic? Yeah. It has changed so much over the years. It is hard to keep a pulse on everything. Right? 6:11 You've got new social platforms popping up left and right. You've got transition of social platforms. You've got new features and functionalities coming out all the time. 6:19 It is a lot to juggle and all the tools that go into managing all of that. From publishing and then measurement is is just a lot. It's a lot. 6:28 Yeah. And then, you know, I think for our commerce folks on the call too, it's, you know, at the same time, we also acknowledge it socials the future and the angst over am I capitalizing on that future? 6:37 And I think that really segues to the other, really big challenge, which is there's never enough content that converts. Right? Shoppers are consuming more content across various channels in the purchase journey, and brands are expected to provide compelling content on multiple platforms. 6:52 Right? And we're seeing more and more that social content is becoming the content they love to consume. It's the fun stuff, right? And we wanna make commerce more fun, and we also wanna make social, more shoppable. 7:02 You know, and for social marketers, we've done so much research, we've done a lot of persona research, actually, with social marketers and brand marketers, what we hear, especially from those social marketers, is that creating, engaging social content can feel like a treasure hunt. 7:16 And that's an exact quote from a social marketer who said Treasure hunt. And for brand marketers, they're allocating so much of their time and their budget in house creative which is considered brand safe, but can one strain budgets and really isn't always meeting those ever increasing demands of, content from consumers, right? 7:35 And then we have the lovely UGC and creator content, and influencer content, which can sometimes feel risky and reliable, and there's what would you say ellen, is there kind of an angst in the market even for brands to use that content more in their commerce and other touch points? 7:50 Yeah. Definitely. Brand safety is a hot topic right now. I think brands really lean into brand owned content because it feels less risky. It's more reliable. They're in complete control of it, but it also comes at a price. 8:01 It's very expensive. Yeah. And sometimes less risk means you're not taking those risks to get the big rewards too. So I know it's a balancing act. 8:09 We really understand And then number three, and I would say as a marketer, who do I know this feeling? Messuring what works and what doesn't in real time is hard. 8:17 Right? Marketers and commerce folks. But I feel like commerce, it's a little easier for you guys, like you guys kinda have the process for this. But, you know, getting the integrated full funnel insights and analytics across channels, content, and campaigns can be a daunting task. 8:31 We've learned from marketers that you guys spend so much time just getting the data and then trying to pull it together in a report that tells a story to the rest of the business, right? 8:40 A success story or a reason for strategic shift story, but it's really hard to do because, well, frankly, it takes a lot of time. 8:48 And I think all three of these obstacles take time to overcome. And that really brings us into, hey, a winning brand strategy takes time. 8:57 And for marketers and e commerce managers, both, You wanna spend more time developing a winning brand strategy, and that does need different things to different folks. Social and brand marketing teams wanna connect their social strategy to e commerce success, brand and creative marketing teams want to craft a content strategy that converts at scale. 9:15 And e commerce and social teams want to tap into content easily. And everyone wants to work together to guide brand strategy and optimize for e commerce success with insights and analytics. 9:25 As mentioned, strategy takes time. And for most, it just feels like there's never enough time. And that's where I wanna talk about the content status quo. 9:35 And I really want to hit home on this because this is, again, based on some very in-depth qualitative and quantitative research that we did with enterprise brands. 9:43 And what we found out was that the typical brand budget goes to branded content, and a significant portion of it, majority. Right? And we've seen that they sprinkle in that influencer, then content creator, then everyday shopper in order. 9:58 Right? And we've observed this working with thirteen thousand brands plus at Bazaarvoice as well. And there seems to be this, you know, kind of challenge to help brands make sure they're using enough authentic social content. 10:09 Right? And that's photo and video content. And what we've also observed is the social innovators are leading with an authentic content mix. 10:18 An authentic social content strategy is absolutely great for staying relevant, standing out, and scaling your content strategy to meet ever increasing demands. 10:27 And you'll see that there's that splash of branded content, but even that content has a really lovely genuine and authentic feel, because even that is authentic to the brand, right? 10:36 The people that work at the brand and the people that love the brand. And the value of this type of content strategy that's more of a mix is more content for less, right, feed the beast. 10:45 And the content is authentic and it meets consumer tations, and most important, faster content creation. 10:53 And that's another big thing we're focused on too is helping you guys scale out content strategy and content strategy execution. And moving on before we dive into our demo too, I think it's important to talk about the why too and the why social content. 11:09 And we all know the staggering amount of time consumers spend on social. Social has become the new storefront in many ways. Right? TikTok shops, TikTok creator marketplace, TikTok affiliate shops, like they're all taking over. 11:21 And it's truly shaping the future of shopping. And fueling the social shopping revolution is social content. Right? Shoppers are increasingly encountering shoppable content wherever they go online. 11:31 And if it's not shoppable, it's kind of annoying for them. And the content is highly visual and is created by brands, influencers, creators, and peers, and really satisfies that consumer hunger for discovery. 11:43 And it really brings that, like, live shopping experience back to the digital space. Right? And what I will point out too is that seventy percent of gen z shoppers rely on social platforms not only to discover and research products, but also follow their favorite brands to learn about new products. 12:00 So, Alan, what do you think this tells us about the road ahead for content? Oh, so I think this tells us that more and more content strategies are gonna start on social and focus on social And then those strategies are really going to lead to the creation of more and more social content. 12:16 But no pressure, everyone. We've totally got your back. And on that note, let's jump in and take a look at how Bazaarvoice can help you create a connected shopping experience that features social content throughout the funnel and can tie revenue back to your content strategy. 12:30 Awesome. So yeah, let's get into our, connected shopping journey experience demo. There are many ways consumers can experience shoppable social content, and your content strategy has a major impact. 12:46 Because the direction you take your content strategy in regards to the type of content you lead with, whether you rely heavily on brand, creator, or UGC, matters. 12:57 So what better way to help you develop your content strategy than by exploring all the ways a single product can live on social and beyond? 13:05 In today's consumer's shopping journey is not linear. So you should actually shouldn't be either, and you can get a lot of full funnel value out of a single piece of content when creating a connected shopping journey as your guiding principle. 13:19 So let's dive in and follow the modern love as it's featured in creator, brand, and shopper generated content. Starting with creator, And I love the principle that there are three types of creators. 13:33 They're influencers, they're content creators, and they're creators with influence. And we are gonna follow a creator with influence, Rachel. 13:42 But before we check out our creators' content in the wild, Let's acknowledge that content creators and influencers are shaping the future of shopping. 13:50 Creator marketing is a space where brands are super excited to tap into that influence. But let's be real. Crafting a killer creator marketing strategy That's a whole journey in itself. 14:03 So what's the secret sauce? Well, enter Bazaarvoice's AI-driven creator marketing platform Affable.ai. The game changer not only saves brands, retailers, and agencies a whopping eighty percent of their time in executing creator campaigns, but also adds that sprinkle of precision with AI powered creator discovery. 14:23 But wait, there's more. Picture this. You've got this awesome and influencer and create or create our content. What if you could strategically sprinkle that magic across all your marketing and commerce channels. 14:36 That's what Bazaarvoice social commerce steps in, helping you maximize ROI like a boss. And guess what? We've got Rachel reviewers content examples to spice things up. 14:47 And our brand example here, Sundown Furniture, They have cracked the code and found the perfect creator for their campaign using Affable.ai. It's like a match of Creator marketing heaven. 14:58 So let's first talk about enlisting creators to reach new and niche audiences with that influential content, right? We're talking about creator social posts. 15:07 And take a look at content creator Rachel Reviewer and her influential TikTok content that engages social audiences. And combine that with the power of creator community marketing with quality content, and you get the perfect combination of fun content that's what social scrollers love, along with the social proof that buyers absolutely need. 15:28 And the social engagement metrics speak for themselves. And more to come on amplifying that content in more places as well. So let's talk about turning inspiration into action. 15:40 And we're all about letting creators work their magic with shoppable storefronts on social. Take a peek at what Rachel Reviewer is up to. Her social posts aren't just about racking up likes and comments. 15:51 She is in the game of turning scrollers into shoppers. And how? By using her influence to fuel a discovery journey that goes beyond a single product. 16:01 It's like she's inviting her audience into a curated shopping experience. And that's where showroom steps in. Brands can turn annual link into a full blown commerce adventure in no time. 16:12 And guess what? Creators get their own little corner in this digital shopping haven, a personalized shoppable storefront just for them. And Rachel's all in on this too. 16:22 It's not just about her awesome finds. It's about making it easy for her audience who trust her to snag those recommendations with ease. 16:30 So it's not just about inspiration. It's a one way ticket from scrolling to shopping. And moving on to the product detail page, the game changer for driving revenue and also attributing ROI to that creator content. 16:44 And here's the scoop. Rachel Reviewer's video isn't just for entertainment. It's making moves on Sundown Furniture's product page. 16:53 Pro tip here, featured creators on product pages can boost revenue by up to a hundred and seventy two percent per e commerce session. In that social video, it's not just a review. 17:04 It's also turning a standard product page into a powerhouse shopping experience. Ready for a different path? I I think it's time we move over to exploring the brand. 17:16 And sure, we rave about creators and user generated content, and we love it. Right? But don't overlook the power of brand created content. It will always have a place in your marketing mix. 17:28 Sunddown Furniture is a great example of organic social posts at its finest. They're turning Instagram into a discovery hotspot showcasing their modern love seat by making their social post shoppable. 17:40 And their community is hooked on their fun content and also likely follows them to discover new products. So make it shoppable if you are showcasing your your products in your posts. 17:52 Time to elevate your brand's social game. And let's take a page from Sundown Furniture's book. They've turned their feed into a seamless shopping experience on social with Bazaarvoice's Link in Bio Solution, Like2Buy. 18:05 Here Sundown Furniture uses Like2Buy so their fans can browse their shoppable Instagram and TikTok feed come across a photo of video featuring the modern love seed and easily navigate to e-commerce to make a purchase. 18:19 With fifty nine percent of visits converting to e commerce session, like to buy levels of your social game and fuels greater e commerce success. 18:29 In rounding out brand created content at the product detail page. Shopers move from sundown furniture social experiences by tapping on the modern love seats shoppable content to land directly on the product page. 18:44 This forward thinking brand optimizes the product page with the engaging social content from their feed. Resulting in up to a hundred and forty percent conversion increase with Bazaarvoice PDP galleries featuring that content. 18:57 This approach seamlessly guides users from social posts to e commerce product pages, creating an engaging high converting shopping experience at every touch point, the essence of a connected commerce experience. 19:12 So let's end our journey in a pathway full of promises, the shopper. What we lovingly have Bazaarvoice referred to as user generated content. 19:22 Everyday shoppers are eager to share their latest finds. They love talking about the fun things they buy, and brands can use this their advantage by tuning into the social buzz surrounding their products. 19:34 And here we can see an everyday social user, Teddy. Raving about his new modern love scene and even tagging the brand in his Instagram post. 19:42 And this is the brand's chance to spotlight Teddy. Send down furniture saw the user's post with the help of their social commerce content library, which is collecting brand relevant content from Instagram. 19:54 So Sundown can easily find request rights and repost the content to drive discovery, the modern love seat, and convince users users to buy with the social proof. 20:05 It's an authentic and effective way to market products. After all, the best UGC showcases everyday people using products in real life. 20:16 And remember, sundown's shoppable social storefront Like2Buy, This is a perfect place to feature shopper content like Teddy's. 20:25 Here you can see Sundown Furniture has created a section of their Link in Bio feed called our loveseat in the wild, where browsers can tap to see the different ways customers use the modern loveseat in their homes to gather inspiration. 20:37 Visualize how it might look in their own space and even convince them to buy. Finally, we can see that Sundown Furniture has included Teddy's original photo on the modern love seats product page. 20:50 Authenticity is the name of the game. And with nearly three quarters, seventy four percent of shoppers expecting to see social content on your brand's website from your home page to category pages and on product pages. 21:04 Shoppers want to see people like themselves using the product to feel confident enough to buy. And now that Teddy has officially made it to sundown Furniture's social channels and product pages, we can consider him a celebrated loyal brand advocate, which brings us to our final stage. 21:24 Shoppers that regard a brand as a staple in their lives and will sing the brand's praises to their friends family and on social are the ultimate advocate. 21:33 In Teddy, he is definitely in that list because he feels good that the brand values his content and his opinion. He's more likely to become a lifelong advocate for the brand and help others discover them through word-of-mouth marketing. 21:46 And who knows? Maybe Teddy is so inspired that he decides to move into the content creator space, and you can guess that as he makes that transition, sundown furniture, will be on the top of his list for a brand to partner with. 22:06 Alright. That was great. Thanks so much, Tiff, for demoing that for us, an o m g teddy coleslaw gotta love that social handle. Yeah. Our marketing team has a good sense of humor, I would say. 22:18 Okay. So we're totally fangirling about overtone, and if you haven't heard of them, they are a socially forward and creator led successful hair care brand, and a great example of a brand that's doing social really well. 22:30 Shameless plug, as I mentioned earlier, they'll be speaking with us at etail West in Beautiful Palm Springs, California at the end of February. So for any of you that are going, definitely be sure to stop by and say hi. 22:42 So let's explore a day in the life of a piece of high converting social content. Here we can see how overtone published a piece of user generated content on Instagram, which then flowed into their Instagram storefront via a link in bio. 22:55 Ours is called like Dubai, and that then led to their e commerce site on their product display page for conversion to purchase. So question, Tiffany, why is making social content shoppable throughout the journey especially valuable to marketers? 23:10 Yes. And I think it goes down to the pain point as many of us marketers deal with just attribution, right? A lot of the work that we do, we're like, I wish I could mess and and and really prove the value of what I'm doing. 23:23 And when you make it shoppable, you make it measurable and and you're almost affecting the measurement of that content strategy by doing so. So I think there's some really exciting, exciting opportunity there for marketers. 23:35 Hundred percent. And that's a great segue into how by making your content shoppable, you're also making it measurable. So with the right technology, you can track the performance every piece of photo and video content in your marketing and e commerce channels all the way down to revenue. 23:50 And you guys told that was really, really important at the beginning of the webinar. So we're super excited to talk more about that. An effective social commerce platform really ties together all of that great social content and e commerce so that you can attribute your social efforts to e commerce success, innovate on your social content strategy with confidence, and optimize your e commerce performance for revenue. 24:12 The best part is that by making it shoppable everywhere your shoppers are, you're making it measurable everywhere you share it. So let's take a closer look at these three examples. 24:21 In the first one, you can see how you can attribute your social efforts to e commerce success, with our comprehensive social insights and analytics. So what does that mean? 24:30 Well, on top of the foundational social metrics, like reach and engagement that you're used to, you can also measure conversions like lead gen and website traffic from all of this great shoppable social posts and like to buy shops on both Instagram and TikTok. 24:45 So this is going to really keep your e commerce team folks happy. For those of you that are here, they're a part of e commerce. I'm sure you're super excited about this. 24:54 And if you're focused on the bottom line, and even if you're not focused on the bottom line, you can attribute revenue to your social efforts. This is a true dream, a dream come true for both social and brand marketers to show how you're driving bottom line business. 25:08 In the second example, you can feel confident innovating on your social content strategy because you you can measure conversions and attribute revenue to all your social content. 25:18 Even your creators and influencers. You can compare the performance of all those different content types and surface your absolute best performing pieces content with full funnel data. 25:28 So this is great. You can get a really close granular look at which pieces of content, which types of content, which which creators of content are really driving your conversion rate so that you can optimize that in future campaigns. 25:41 And you can track your competitors really important obviously to keep track of what your your competition is doing and also find out what's trending on social and all of these powerful insights are all built in to this solution. 25:53 And we're super excited about this one. Tiffany talked a little bit about this in her intro. With our recent acquisition of AFFable, you can get an extra layer of in-depth data and insights like content trends. 26:04 So we're super, super pumped about that. And last, but certainly not least, you can optimize your e commerce performance for revenue which we know your leaders are gonna really love. 26:13 Now you, social, brand, e com marketers can all get the reporting that the most savvy e commerce managers would expect and bring all those great insights and analytics to your org with our great Google and Adobe Analytics integrations. 26:28 So cool. Alright. That was a lot. Moving on. And for our e commerce managers responsible for e commerce success and our social and brand marketers who care deeply about e commerce success, congrats on all of you working together to generate, source, and make your best content shovel. 26:46 It takes a village, it takes all three of your teams working together to really drive performance and revenue for your business. It's so great when you guys all work together. 26:54 So because you've made your content measurable in one of the most important ways, you can now see how your brand, creating your and shopper client is performing on-site. 27:03 So in this example, we see iconic London. This is a leading beauty brand. They wanted to really inspire their shoppers by including user generated content on their homepage. 27:12 It's on the left here. This led to a three hundred sixty one percent increase in time on-site when they added a model in their galleries. 27:20 So I'm sure all the e commerce people are super excited about that number. That's a huge number. This then drove a one hundred and twenty six percent increase in conversion to their product page and then that then convinces the shopper to purchase. 27:33 So great numbers. And you can see how that piece of content and the journey that it went through and the end results of that. So this is Amazing. Right? Now let's take a closer look at how Bazaarvoice helps connect your social content to revenue. 27:46 And earlier, we showed you the demo of what we consider our dream state. Right? But real talk, you have to be ready to build it and you need a solution to make that a reality. 27:56 So with our social commerce solution, you can do that. First, you can collect and manage all of that great photo and video content for all the types of content you work with today. 28:06 This includes your brand owned content that we talked about earlier, all of that awesome influencer and creator content that we're bringing. And our favorite personal favorite user generated content from everyday shoppers like yourself. 28:18 You can also curate content and make it shoppable and share it at scale everywhere your customers live. Like our favorite social platforms, Instagram, Facebook, TikTok, X and Pinterest, your e commerce site, your marketing materials like blogs, digital ads, and emails, and at your favorite retailer's sites like Target. 28:38 Now that you've seen how shoppable social content can shorten that path to purchase, let's talk about how we can help you spend less time managing all that content and more time growing your brand. 28:49 Okay. So on this slide, you can see that one thing we know is that and we've talked about this before, and all of us, we know that social and brand marketers need to save time curating content, right? 28:59 Everybody's super busy, super stretched for time. We have to do things as efficiently and as effectively as possible. So with Bazaarvoice, you can collect content at scale and curate a full library of brand ready content. 29:11 You can automatically collect brand, creator, influencer, and user generated content from Instagram If you need help generating more social content, we hear that a lot. 29:20 Like, I just don't have enough. I need more and more and more good news is we can also automatically pull in any content from any sampling campaign that you do with our influencer community of more than eight million people. 29:31 And then you can upload with ease from all the leading social platforms I mentioned earlier thanks to our best in class content management system, and you can import content at scale thanks to our content curation services. 29:43 So to start curating content with speed, start saving time with our AI powered performance based predictions and recommendations AI hot topic, generative AI hot topic. 29:52 We are there. We've got lots of great AI fueled capabilities in our portfolio here. And we're making your content shoppable faster with all of our intelligent automation and intuitive workflows. 30:05 You can definitely stress less about brand safety. We know that's super hot topic. We heard that loud and clear at Adweek, social media week in New York City last year, hearing it again at Creator Economy Live. 30:14 I'm sure we're going to continue hearing it this year. We handle all of the automated content rights and compliance friendly tooling, so you can relax knowing that that is all handled. 30:23 And then, of course, driving traffic and sales at scale by distributing that great social content to all of those channels at once. 30:33 Alright. That was a lot of information. So moving on, I'm gonna Yep. 30:42 Sorry, guys. I'm so excited to talk about creator marketing. So we did wanna also, as mentioned, quality and quantity, I like the ultimate content pains in the marketplace. 30:52 And while Ellen loves UGC, I have to say I particularly, am geeking out on crater content, and I think crater content is a wonderful bridge for brands who are like, I'm not quite ready to go full blown, like, social UGC in my strategy, but I think creator content is a really great bridge. 31:09 Between that social UGC versus that very refined brand created content. And a few things we did wanna tell you guys, like, hey, sometimes, like, Resourcing and time is just not there, but you really want to capitalize on that creator content strategy or UGC strategy It's one of the offerings we have and have had for quite some time and I've had the pleasure of supporting is our creator partnerships. 31:32 Right? This is creator marketing managed services. So you can generate high quality, brand safe content with a leader in the market who can really help guide and shepherd that experience for you and actually own In the fun fact, our social commerce customers, and I was really excited when I saw this data, eighty five percent of our Bazaarvoice creator campaigns that are purchased are purchased by brands using them to fuel their social commerce programs. 31:58 Right? So these are customers on our social commerce solution who are also adding on creator campaigns to fuel their social commerce pro programs because content is absolutely a must to the success of a connected shopping journey, fuel, low social content. 32:14 And then another thing that we're really excited to make sure you're aware of in in in the Bazaarvoice social solution suite too And so we also now have Affable.ai, which is an end to end self serve AI driven creator marketing platform. 32:28 And it's really great for crafting your strategy using very intelligent creator marketing software. And one of the really important facts about Apple AI is that our creator managed services team has been using Apple dot ai for over a year now. 32:43 We looked in the market. We wanted to find just the right solution for us and one that also fit our budget at BB. And the really exciting thing for a greater managed services team was, hey, greater BB leadership. 32:53 This product is so awesome and is saving us so much time. And then our BB leadership team realized like, hey, this is a great solution and we built a partnership with them, and then we actually acquired them. 33:03 And brought them into the BB solution suite. And one of the biggest reasons is because we could even tell from our own team that we were saving up to eighty percent time running creator marketing campaigns using AFFable. 33:16 It was saving VV so much time and so much money using AFFable for our creator services that again, now we have AF BoyI available to all of our customers as well. 33:25 And there is an early adopter promo available right now as well. So feel free to look into that We've got it on our website. If you're working with a BB account team, they can also give you more information as well. 33:37 But, I don't know about you guys, but I'm super energized about creator marketing. So, I'll take a beat and Ellen. I think it's time. Right? Thirty five minutes in. 33:48 We're doing awesome on time. Should we close this out? Yeah. Yeah. For sure. Okay. So to wrap up, let's do a quick recap of today's deep dive. 33:57 Into creating that connected shopping journey with social content. So if there's four things you're going to remember after this awesome thirty five minutes of hearing from Tiff and I, it is these four things. 34:07 One, let your consumers experience shoppable social content in various ways. They love it. Right? Two, drive conversions wherever your shoppers are with all of this great authentic, creator, and shopper content. 34:20 Three, craft a connected shopping journey that optimizes full funnel, right, discovery, engagement, and conversion. And last but not least, super important, and make it measurable. 34:31 Right, tie the all that great social content and e commerce together and prove the ROI of that to your leadership team. Alright, Tiff. 34:41 That was a lot of valuable information. We definitely thank you guys for joining today. If you have questions, ideas, or just want to chat, please reach out to us on LinkedIn. 34:50 We're totally here for it. And before we officially wrap, we'd like to open the floor for some questions. So feel free to pop those the chat, and Tiffany and I will do our best to answer them for you. 35:00 And, Ella, you already have one from Courtney Kain. Thank you, Courtney. This one's in regard the Soko Analytics. So it sounds like for Courtney's team, they are not able to connect with Google Analytics. 35:13 This is due to enterprise security policy at their company. So they are obviously not able to fully measure their so called success from top of funnel. 35:23 To bottom of funnel. And their question and Courtney's question is when will a pixel analytics solution be available like R and R? Really good question, Courtney. 35:31 You probably heard me taking screenshot of your question in the chat for my product and engineering team. What product? Definitely. So super helpful. 35:40 Yes, that is something that we are looking at and working on as we plan out our twenty twenty four roadmap and into twenty twenty five. So it's definitely top of mind for our engineering and product leaders. 35:51 And as soon as we have some more visibility into when that will be available, we will definitely let you guys know. But great, great question. Oh, thank you, John, for the for the kudos, John Casey. 36:04 Very nice of you. I'd love to hear great presentation. We've worked so hard on this. I'm glad you guys enjoyed it. I hope everybody did. Any more questions from our from our crowd? Am I oh, yeah. 36:13 There's a Q and A spot. I'm not in the right tab. Oh, that's adorable me. Alright, Ellen. Yeah. Does create a partnership's own influence by geographical locations. 36:23 And actually, that's for me. Yes. Apple absolutely can hone in on geographical locations. Another fun fact we learned recently about Affable.ai customer was asking as a big retailer, can you do a diversity search? 36:35 So they wanted to search for specific ethnicities, and we didn't have a filter built out for it. But then we use our AI OpenTech search, and it absolutely works. 36:45 So we can even do a diversity search as well for ethnicities in particular, nationalities as well too. So really cool stuff. And when it does that, it's looking at both the text and craters profiles as well as the images of all of their posts. 37:00 We did find that when we tried to search for African American Cook, it actually brought up a bunch of African American cuisines, so we're still working on refining that. 37:08 But, yeah, pretty cool to see the diversity search work without even having to be officially built out, but just that's how powerful AI is. I love AI driven marketing. 37:17 Alright. Do you have any other questions? Let's see. For Melissa, have you seen any difference between creators or crater content that is static versus dynamic? 37:32 So do we mean photo versus video? I think so. That's what she means. Yes. Video content does have a tendency to have a little bit higher time on-site. 37:43 Mhmm. Right? It's entertaining. Fun. It's engaging. You literally have to watch it for sixty seconds versus looking at image for two seconds. Yep. Yep. 37:52 Video, obviously, very popular with TikTok with Instagram Reels and YouTube as well. So definitely make sure you're investing in video as well. 38:01 Yeah. And be smart about it too because another thing that also noticed, on the video front is that sometimes users are fatigued on video, they're like, just get to the point. 38:09 Like, I'm here to shop and I'm here to buy, like, don't force me to watch too long of video. And we've also seen based on our research that when it comes to photo versus video, branded owned and created video content is still a big preference of consumers because they like to hear from you guys about a product as well. 38:26 Like, how does it work? Why did we make this thing? So I think be smart and strategic on video content. Don't just assume you need to go all in video over photo. Instagram is still a great platform for photos. 38:37 Hundred percent. Awesome. Tiffany, we have a question about what is the best approach in asking for UGC? From your consumers? Like, how would we recommend brands encourage their customers to post on their social accounts and tag the brands? 38:52 That is a lovely question. I'm gonna go back to express on TikTok, express is one of our customers, and what Express has worked really hard to do is ingest the content that they do get from UGC and creators, and I think they first really started hard on the creator space, but they've also expanded to UGC as well. 39:09 And post that on your brand presence because you were signaling to other folks out in the market. Shoppers like We love your content. 39:17 And if you post it, you won't be wasting your time. We will use it. So it's kind of training folks to think of express as a genre, right, in social content. 39:27 I mean, I think Target has done an amazing job of this. Like, so many people think Target. They think social content So, you know, millennial moms at Target, and I'm like, hey, why not try it? 39:37 So, you know, I think it's also like manifest testing more UGC by also putting UGC out in your channels and showcasing it and showcasing yourself as a brand who likes and uses UGC and create her content. 39:49 And, Ellen, would you add anything to that? No. I think hundred percent spot on. Totally. Okay. And then I will say this, like, another customer quote. 39:59 Customer who sold socks. And he said socks aren't sexy. Like, people aren't gonna post about my socks. On social. And I think sometimes you have to, like, acknowledge what your brand is and what you sell. 40:09 And, like, you're gonna have to put some, like, product seating or some you know, upfront payment or some affiliate marketing, like something behind that to get you don't have to pay folks to post about your product too. 40:20 So just just know what your brand is in the social landscape and in what your options are and and potential or maybe lack thereof. Let's be real. Not everybody's gonna be cool enough to be a social content genre. 40:32 I'm not. Sexy socks. I love it. Yes. Okay. And then quick question between photos and video content that are posted in a review. 40:43 Do do they have to ask for permission to use that same photo social content that was in the review as it comes over to each. 40:52 Ellen and I are not in the ratings and reviews space. Like, our no are not all, we're not experts in multispace, but as I understand it, when someone submits any kind of review content, they are agreeing to the Ts and Cs, which gives right to both text, photo, and video content that has been submitted through Bazaarvoice as a review. 41:12 Yep. If we are incorrect about that, we will come back to you and correct ours. Hunter and Doug are our tech folks in the in in the marketing side on the back end. 41:24 Are we missing any Q and A? I just wanna make sure that we're not. I don't see anything else in here. If we are, please chatted to us. I think we're good because we're almost at the forty five minute mark. 41:36 So give you guys if we have an hour, we did it fifteen less than our Okay. We'll get a coffee. Do some meditation, do some stretching. Go outside. Take a walk. 41:46 Hang out with your dog. Don't hang out with your child because they are at school. So, you know Get on social, buy some stuff on social and ecomm. 41:55 I'm I'm a I'm guys, I'm so old school Facebook, like Facebook ads still work on me. And, like, I don't even buy from the ad. I just go directly to the website. Yes. 42:03 Commerce managers. I am that quintessential consumer who doesn't use the shoppable link and instead just go straight to this site. 42:12 But anyway, I shouldn't make fun of myself. I'm not the norm from the old lady in the room. That's right. Alright. Well, thank you on that note. Thank you everyone for attending, and please know that as you guys asked in the in the beginning, you will receive a recording of this webinar. 42:27 And, any questions that weren't answered during the webinar, feel free to reach out to us on LinkedIn. We're happy to always chat all things social, all things e com, all things brand marketing. 42:36 Here to help in any way we can. So with that, have a great day, and we'll talk soon. Alright. Thanks, y'all. Bye.
Leer más
Leer más