0:16 Hi, everyone, and welcome to today's session. I am so excited to be talking to you today about the content supply chain before we get in it. 0:24 I just wanted to thank you for choosing to spend your time here with bizarre voice. My goal is to make sure that this best session is time well spent and valuable to you. So with that, if you have a question, please put it in the chat and we'll get to that at the end. 0:38 My name is Lara Staples. I am the director of product marketing, specifically focusing on our content activation solutions suite of offerings, and I'll be your host for today's session. 0:49 Let's go ahead and get started. First, let's talk about content because truly consumers crave it. And if you take off your professional hat and you put on your consumer hat, I think you'd agree. 1:01 People spend average of nearly seven hours a day consuming digital content, but producing quality content in varying format across multiple platforms is time consuming. It's expensive. 1:14 And at the end of the day, it kinda can feel nearly impossible. Having a comprehensive and scalable approach to user generated content is just more important than ever. 1:25 The right strategy will help you generate and distribute content at every shopper touch point because some important external market factors are coming into play right now. 1:35 Economies worldwide are struggling with increasing inflation, and there's plenty of talk of recession. And as a result, almost every brand's discretionary budget is under pressure. And the top and bottom lines have been affected. 1:49 As competition for string shrinking consumer wallet heats up, brands must give consumers all of the information they need to make an informed purchase. 1:59 And the shopping experience is changing exponentially. There's an expansion of marketing channels that all need a nuanced approach to content. 2:08 And there's way more pressure on marketing, commerce, and digital professionals to meet the increased demand for content that converts on all of these channels. 2:17 Knowing where to actually invest your given resources is becoming increasingly complicated. To remain competitive, creating a UGC content program that's scalable and comprehensive is imperative. 2:34 With shrinking budgets and the demand for content exploding, how do you generate the right blend of content to succeed on the optimal mix of channels? 2:44 And how do you do that at scale? Let's get into it because the solution is content supply chain. It would be nearly impossible to create enough professional branded content to fulfill all of the needs, surrounding your content strategy. 3:01 And it's not what consumers want anyway. Embracing UGC helps you deliver high quality yet authentic messaging that will really resonate with potential buyers. 3:12 And using a content supply chain brings many benefits. This includes a constant flow, a fresh content, every minute of the day, millions use social media to post photos of themselves in tons of different categories and contexts. 3:27 They're also reviewing the items that you that they purchase, and fresh content keeps consumers engaged over fifty per sense, say a reviews recency actually factors into the credibility of that review. 3:39 More reviews, higher conversions, Shoppers are far more likely to purchase your product if other consumers have reviewed it. And the more review content that your products have, the more they purchase. For up to five reviews, conversion rate reaches four percent, display more than a thousand, conversion jumps to six point four percent. 4:00 Faster, high quality content creation. We all wanna know how we can get faster. A content supply chain with UGC at its core ensures that your content remains authentic, and that actually draws your consumers in. The right platform, for UGC, like bizarre voice, help streamline that collection and distribution enabling you to see benefits very quickly and effectively. 4:26 And then lastly, a high ROI. As mentioned, UGC is much more cost effective than traditional marketing and still delivers outstanding results, if not better. It's cheaper to produce, and since it's been perceived as less likely to be advertising, consumers are highly responsive and feel confident shopping with you. For example, we found that brands that work with Bazaar Boys can see a four hundred percent return on investment within three months. 4:53 When they invest in this UGC platform. Alright. So what is a content supply chain? And what are the benefits of having one? 5:01 That's what we're going to cover today in this session. What is driving constant demand, how to jump start your supply chain, and the ways that bazaar boys can help. 5:10 We'll also take some time at the end of the session for some questions if you wanna dig into any other areas. Let's introduce Bazaar voice and explain why we have the expertise to help you build a content supply chain. 5:23 Bazaar voice as I deely positioned to help you super chai supercharge your commerce engine in these three ways through content. 5:32 Tapping into authentic content builds confidence and inspiration amongst your buyers in a new connected bazaar. Through context. 5:40 Our platform enables you to curate and distribute content at the right time and place. The goal is to convert every touch point with shoppers become moments of inspiration when your shoppers are ready to convert. 5:52 Our platform is used by over twelve thousand brands and retailers in this way. And, lastly, through communities, we help our retailer and brand customers with organic content by tapping into our seven point five million influencer community, creators, everyday shoppers, influencers, all through the bizarre voice content activation platform. 6:17 And when selecting a UGC provider, our customers have common investment objectives and goals. They are looking to grow their market share profitably by increasing their discoverability, engagement, conversion, and revenue from cost effective improvements in the overall customer experience. 6:35 The ZARVoice is often selected as a partner of toys due to our of solutions. This includes ratings and reviews, Q and A, sampling, visual and social content, insights, and social commerce just to name a few. 6:49 We're the single platform for all of your UGC needs, and with seventeen years of helping clients optimize UGC programs. 6:57 We have industry leading technology, processes, and people to help customers large and small went over shoppers with compelling content. 7:06 It's why customers read us the number one UDC provider and why seventy six percent of our top one hundred retailers actually trust bizarre ways to power their UGC systems. 7:18 Alright. Let's look at what is driving this demand for content? The commerce landscape is continually changing, and the shopper journey for one is no longer linear. 7:30 I'm sure all of you feel the same way. The pandemic for shoppers online, and most of them have stayed there. I know I personally have, and I actually loved that the pandemic forced more online big. 7:43 As they're seeing we're seeing on the social media more than ever, too. Eighty percent of shoppers agree that their time on social has increased significantly over the past year. 7:52 They want content and they wanna receive that content from brands, influencers, and shoppers to help them discover their next favorite thing and make confident purchase decisions. 8:03 They want to be able to find that content across a variety of channels, including social, of course, But creating curating and distributing the volume and type of content needed to meet those expectations is very difficult, and we empathize with that. 8:19 That's really where the content supply chain comes in. What exactly is a content supply chain? It is a traditional supply chain company source and transform raw materials into end products for consumers to purchase. 8:35 It balances supply with demand. A content supply chain works the same way, except it's about optimizing the planning, creation, curation, and distribution of content about your brand and products. 8:50 And it turns that process into an efficient system or platform. A constant supply chain can address a lot of issues with your production process, including content and channel bias. 9:04 So what are these biases and why are they a problem? As marketers, we tend to focus on the things we have control over and the things we invest in the most. 9:14 This means that we're inclined to focus on creating branded content for things like ad creative, paid search, and product detail page creatives. 9:25 In twenty twenty one alone, Brand spent seven billion on advertising to inform an influence consumer behavior. But shoppers overwhelmingly pre prefer content from other shoppers over branded content. 9:37 So this is a lot of investment compared to the amount that you're or compared to what your consumers actually want before they purchase your product. 9:45 They're considering UGC is more authentic, more trustworthy, and to put it in perspective, consider this. In our twenty twenty one shopper experience index, nearly forty percent of shoppers said they would not purchase from a product page without UGC. 10:01 Earned and shared media is resonating with shoppers like never before. Yet brands, as we discovered, are continuing to focus on paid and earned media. 10:11 There is a very clear disconnect between the type of content brands produce and shoppers consume. We also have a channel bias. This means we we tend to spend the most on owned and paid channels. 10:26 Even though consumers prefer UGC, it's tremendously underrepresented. So it's critical for brands to include and measure UGC and your overall channel mix. 10:38 Now because the ROI for UGC can be hard to calculate, more budgets do get allocated to brand content and paid advertising. And that's creating that imbalance. 10:48 So the bottom line is if you're spending more time and budget on branded content paid advertising, but neglecting in demand UGC, you're simply not providing shoppers with the right content mix to fulfill their needs And when you fulfill their needs, they're going to convert at a higher rate. 11:05 Social and UGC to just should be central to your marketing strategy. It doesn't mean you need to completely get rid of paid advertising or branded content, but put a heavier heavier emphasis and strategy onto UGC. 11:18 And you can see on the screen, here's why. The one trillion social commerce industry and consumer to consumer marketing has empowered the voice of the consumer. 11:29 Over two thirds of consumers trust what influencers say about your products more than what you say. And they consider everyday social media users and subject matter experts to be the most genuine. 11:42 That's why influencer influencers, excuse me, and communities have become the centerpiece of effective online, offline, and in store commerce. 11:52 Shoppers wanna hear from other shoppers, and they expect you to deliver that UGC when they are considering your brand. If you don't tap into the power of your consumer, your brand will be left behind. 12:07 When speaking about the empowered consumer, Intuit co founder Scott Cook said, a brand is no longer what we tell the consumer it is. 12:15 It is what consumers tell each other it is. And in the age of the consumer user generated content rules. Alright. 12:24 So let's look at some of the tangible ways that you can actually jump start this content supply chain to create a shopper experience that leads to both discovery and conversion. 12:35 First, we want to identify any gaps in your content. As a shopper journey changes, so do consumer content needs. We wanna focus on creating a mix of content types that fulfill customer needs in the new shopper journey. That means identifying and then filling in those gaps. 12:53 So here are some of the types of content you should be thinking about when you're looking for gaps to present a balanced mix. First, we wanna focus on that show me or, product content. 13:04 Choppers do need to see your product and ask access detailed information to know if it's going to satisfy their needs, your branded consent can fulfill this. For example, a product shot with dimensions or a snack bar with nutritional information. 13:19 But then we move into the convince me, which we think about as UGC. When they research a purchase, shoppers lean into UGC more than branded content as we've covered. 13:30 They look deeper and gather feedback from peers to make that final decision. And this includes ratings or reviews, Q and A, and shopper photos. And then the last area is the inspirational aspect. 13:40 One of the most overlooked needs is inspiring shoppers to find that next favorite thing that they're looking for. The in store shopping experience has this covered, but in an e commerce setting, social UGC fulfills this underrated content gap. 13:56 So when accessing assessing this content mix, you wanna make sure that you're focusing on all three of these and focusing on a balanced mix of them. 14:06 Another way to get your content supply chain started is to make sure you're creating personalized experiences. When it comes to shoppers, consumers overwhelmingly really want personal experiences, and while brands tend to think they're doing just that, Most consumers actually disagree, and they get a little frustrated when it doesn't happen. Personalation ultimately pays off. 14:30 According to a McKinsey and company report, companies that excel at personalization actually generate forty percent more revenue from those activities. 14:40 In order to deliver personalized messaging about your products and services, you should re examine your personalization efforts and better align that in your shopper's preferences. 14:51 They're very vocal. So if you look hard enough, they're telling you, focus on delivering the right content through the right channel at the right time. 14:59 Make sure that personalization is actually relevant, to where they're at in their journey. And then use tailored offerings and purchasing incentives in exchange for personal information. 15:10 Leveraging your customer data will actually help you create personalized experiences for them because you understand then what they actually need and are looking for. 15:21 You also want to be radically transparent Shoppers wanna know everything about the brands and products they buy. They're investing money into it, so they wanna make sure they understand everything they're getting. 15:32 You do see really helps provide that customer experience, and authenticity comes from being completely transparent about your offerings. To endear customers to your brand, we recommend curating and promoting your customer's voice and using product sampling to scale authentic content collection. 15:51 Let's look at some of the ways brands can actually collect at UGC. We just mentioned sampling, but there are a few different ways. First, social media. 15:59 Your customers are already posting it at your brand on social, but to get that captivating UGC, need to know where to look for it and how to inspire it on each platform. 16:10 We're actually able to help you identify what UGC already exists at your brand. So then you can reshare, organize, credit, and then get permission to use it elsewhere. 16:20 We have visual and social content tools with built in content permissions, And in order to build brand loyalty amongst your consumers, UGC must be part of that core brand's, social media strategy So not only finding it, but also using it on your own social feeds. 16:38 The second influencers, content creators. They're gonna enable you to communicate with consumers in a much more direct and relatable way. A well targeted programs and effective way to encourage everyday influencers to generate their own content. 16:53 Just make sure you capture and amplify their UGC and all the places your customers shop. Swepstakes. Another option is to host a sweepstakes campaign where customers who leave a review or submit a photo or enter to enterprise. 17:08 This is a really fun way to engage existing customers. You can promote them on social media, and that will even help improve engagement. 17:17 And boost conversion. And you have review collection. There's a multiple ways to collect more organic neighbor native reviews for your ecomm sites. 17:26 A platform like BB helps make it easy for retailers to collect reviews from shoppers post purchase. Retailers can also enable multi product submissions where shoppers can leave reviews for multiple products at the same time. 17:40 Sampling, a key strategy to drive product review content is through sampling campaigns. The right sampling solution will get your products into the hands of the right shopper. 17:50 So they're creating authentic content in the right context, going back to kind of that personalization and relevancy. And community. Communities are another great source of UGC. 18:02 They offer a space for community members to share reviews, feedback, photos, videos of your brand's products. And with permission, you can share that content on your ecomm website and social media channels so you can reach a wider audience. 18:18 Here's a great example of a sampling program from czar Boys, Crafts ensures product launch success by getting their new products into the hands of very targeted consumers early in the process of launch. 18:31 That way they can introduce their products to a broader audience with tons of user generated content, social advocacy, And this compels other shoppers to try the new flavors, especially with all of the recommendations that will be in their content and their reviews. 18:47 This con this sampling campaign specifically resulted in twenty thousand new reviews, thirty nine million impressions, and tons and tons of social awareness. 18:57 They're in media alone actually garnered over five times the program investment. Matching the right products with the right consumers means the brand is collect think high quality social content, reviews and photos, but on varied in different platforms so you can reach the right audiences. 19:15 The content can be shared and influenster and then also your own channels as well, as well as retail sites and social media platforms. 19:23 And here are just some fun examples that showcase the creative content that can be generated, whether it's everyday consumers or partnering with skilled content creators. 19:33 Having the right content in the right place at the right time is essential to the content supply chain. Once you've tapped your customer's voice and collected that content alongside your branded content, you now need to amplify that content because you want tons of people to see it everywhere they are. 19:50 Retail syndication is probably the most effective way to get your shopper content in front of other customers wherever they are. Our syndication allows you to display UGC, like ratings and reviews, Q and A in comments across retailer and brand sites. 20:08 So what is this effective supply chain strategy and just three steps. Here's an interesting stat. 20:17 According to marketing management and strategy statistics from a co schedule, Crators can spend between one and six hours on a single piece of content. With UGC, the content creation process is in the hands of consumers. 20:31 You simply need to collect it and then distribute it, then measure the results. The three steps needed to build an effective content supply chain are align your organization on the content mix and who is doing what. Create a single process and create governance. 20:49 And then optimize. Don't be afraid to optimize the process, learn from it, turn into an outcome driven platform. The reward is continually refresh supply of user generated content. 21:04 The first step in adopting a supply chain model for your content is to align your organization on the content mix and who is doing what. This is a lot on one page, but this is kind of an all encompassing overview. 21:17 To determine your content mix, identify the gaps in your content like we talked about before. And then once you have a general general understanding of what you need to produce, identify appropriate owners for each content initiative. 21:29 Abandon the mindset of branded and UGC sitting in functional silos and consider your content strategy and supply chain as a holistic strategy. 21:38 The second step is building a platform that delivers supply to meet demand in all marketing and sales channels. You can apply this thinking to content with the benefit of turning that process into an efficient system or platform that takes inputs and turns them into business outputs. 21:56 The goal is to eliminate distinct processes and tools and integrate only what is needed into one platform that rules it all. Govern appropriately reducing handoffs, complexity, and hidden costs while delivering scale and clear ROI. 22:11 It also sets you up for more personalized and contextualized content delivery. But that's another webinar, and I know I kind of touched on that a little bit earlier as well. 22:20 Make sure you are developing robust business cases. Be prepared to evangelize to get full buy in. This is, a first step and will go a long way in the on in the long term. 22:33 And lastly, once you have a pretty clear view of the overall process, time to actually map your current solutions. Look for redundancies and solutions and gaps in capability. 22:45 Ask yourself Where are the areas that are still very manual? What would prevent scaling content everywhere? What would that cost And then what would reduce cost? 22:57 Where can I speed this up on the core process? And will it allow me to react faster to changing market conditions. This exercise is worthwhile. 23:07 We recommend recording business impact so you can incorporate them into a business case if you need one. And having a single platform for the whole shopper journey enables you to curate and scale more content with less effort. 23:21 Shoppers are consuming and driving demand for content, just as the tight economy is chiseling away at marketing budgets. But once you overcome the content bias, you'll no longer have to feed that content based on your own. 23:34 You can let the shoppers do the heavy lifting instead. So let's think about the things to remember from this webinar. Commerce demands an increased volume of great content. 23:46 It's impossible to create enough brand led content to satisfy consumer demand. And even if you could, It's not the type of content your shoppers are looking for. 23:56 UGC can fill that void and help you achieve the required quality and quantity they're looking for. On that note, UGC is the key to achieving both quality and quantity. 24:09 We know that shoppers for prefer content from other shoppers, But we wanna make sure that the content is, contextually relevant, high quality, and driving and inspiring them to convert. 24:22 Your content supply chain is the key to winning at the digital shelf at the at the end of the day. A content supply chain will allow you to scale production efficiently and ultimately drive really high business outcomes. It is key to winning the user content race. 24:38 So as you kind of walk away from this presentation, We know establishing an efficient content supply chain is a long term endeavor, but you can jump start by incorporating more UGC into your supply now. Start there, use some of the slides that we showed earlier, and then look to scale with proven business cases in which your partner's EpicAR Voice can always help you with. 25:05 And that's a wrap. Thank you so much for listening today. I'd actually like to open up the floor to Q and a. It looks like we have a few questions already, so we'll start there.
