Many companies struggle to clearly identify the impact of social proof on their business. How much of your revenue is a result of past buyers’ content influencing current shopper decisions? In this webinar, we will discuss how you can uncover the untapped marketing potential of social proof with big data. Learn how to: Measure the ROI of your customers’ content with machine learning, sentiment analysis and behavioral targeting Implement data-backed tips on what works and what doesn’t when it comes to collecting and promoting customer content Effectively market social proof to increase customer trust, engagement, and conversions

1. Applying Data Science to
Social Proof
JOANNA ALTER, YOTPO CO-MARKETING MANAGER

2. @Kissmetrics
#KissWebinar
@thuelmadsen

3. Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a KISSmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Joanna is Yotpo’s resident sunglasses aficionado and
Co-marketing Manager. She really enjoys exploring new
places and observing her surroundings—so much so that
she frequently trips while gazing at impressive buildings,
beautiful landscapes, or anything else that catches her eye.
JOANNA ALTER
Co-marketing Manager, Yotpo
@alterjoanna

4. @Yotpo
#KissWebinar
@alterjoanna

5. 1
Section One – Introduction
Engagement
Conversion
Sales
Acquisition
2 Section Two – How to Measure the ROI of Social Proof with Data Science
3 Section Three – Data-backed Tips for Leveraging Social Proof for Your Business
TABLE OF CONTENTS
Social proof influences consumers
Collection
Management
Distribution

6. WATCH WEBINAR RECORDING NOW

7. Introduction
SOCIAL PROOF INFLUENCES CONSUMERS

8. Social Proof
A psychological phenomenon where people assume
the actions of others in an attempt to reflect correct
behavior for a given situation.

10. “First and last time staying here.”

13. 1/3 of all site visitors
More than 1/3 of all visitors to eCommerce sites view or
engage with user-generated content.

14. 55% of customers
More than 55% of customers engage with user-generated
content before making a purchase.

15. Show Me The Data!
HOW CAN I MEASURE THE IMPACT OF SOCIAL PROOF?

16. How to Measure the ROI
of UGC
USE DATA SCIENCE TO SEE HOW USER-GENERATED CONTENT IS BRINGING
YOUR BUSINESS VALUE

17. Engagement

18. HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ENGAGEMENT

19. HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ENGAGEMENT

20. HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ENGAGEMENT
Opportunities for site visitors to engage with UGC
• Reviews
• Star ratings
• Customer photos
• Customer Q&A

21. HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ENGAGEMENT
Opportunities for site visitors to engage with UGC
• Reviews
• Star ratings
• Customer photos
• Customer Q&A
• Home page
• Product page
• Gallery Page
• Checkout page

22. HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ENGAGEMENT
Opportunities for site visitors to engage with UGC
• Reviews
• Star ratings
• Customer photos
• Customer Q&A
• Home page
• Product page
• Gallery Page
• Checkout page
Does anyone even look at this stuff?

23. HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ENGAGEMENT
See how many site visitors are engaging with each your UGC
widgets displaying social proof about your brand.

24. Conversion

25. HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION
Conversion Rate Uplift
Conversion rate of
customers who engage with
user-generated content
Conversion rate of customers
who do not engage with
user-generated content
VS.

26. HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION

27. HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION
$ Customers who engage
with user-generated content
Average Order Value Uplift
$ Customers who do not engage
with user-generated contentVS.

28. HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION
When a customer buys exactly what they intended to buy, that is good
for your store.

29. HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION
When a customer buys more than what they intended to buy, that is
great for your store.

30. HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION
You can quantify the percentage of customers who interacted with UGC
and how much more money they spent in your store.

31. Sales

32. HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: SALES
% sales from UGC % engagement with UGC>

33. HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: SALES
% sales from UGC % engagement with UGC>
% sales from UGC% engagement with UGC >

34. HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: SALES

35. Acquisition

36. HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ACQUISITION

37. HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: ACQUISITION

38. Data-Backed Tips for
Leveraging Social Proof

39. DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF
How data can help you leverage social proof
• Collection: Getting reviews, photos, and other customer content
• Management: Understanding the significance behind that content
• Distribution: Displaying this content to get the most out of your social proof

40. Collection

41. 6 to 8.5%
of customers respond to post-purchase UGC requests.
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: COLLECTION

42. HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION
Optimize your UGC collection by analyzing what you’re saying, and
when you’re saying it.

43. HOW TO MEASURE THE ROI OF CUSTOMER CONTENT: CONVERSION
What you’re saying: subject lines
When you’re saying it: time of day

44. DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: COLLECTION

45. DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: COLLECTION

46. Management

47. Most common words in customer reviews in 2016
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT

48. Natural Language Processing
• Identify customer concerns and experiences early
• Publish UGC that accurately reflects customer sentiment
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT

49. DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT

50. DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT

51. DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT

52. DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT

53. DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT

54. DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: MANAGEMENT

55. Distribution

56. The more recognition you give your customers, the more genuine information you get from your customers
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: DISTRIBUTION

57. Customize your ratings and highlight customer feedback
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: DISTRIBUTION

58. Showcase customer experiences to increase checkouts by 29%
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: DISTRIBUTION

59. Display user-generated content across your site in creative ways
DATA-BACKED TIPS FOR LEVERAGING SOCIAL PROOF: DISTRIBUTION

60. Key Takeaways

61. Key Takeaways
• UGC allows you to learn from your customers
and for your customers to learn from each other
• Amplify your customers’ voices by collecting,
managing and distributing UGC
• Measure the ROI of your user-generated content
so you can effectively leverage social proof
APPLYING DATA SCIENCE TO SOCIAL PROOF

62. LEARN MORE NOW
Discover how Kissmetrics can help you optimize your marketing

63. JOANNA ALTER
Co-marketing Manager, Yotpo
@alterjoanna
jalter@yotpo.com
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?