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Bazaarvoice 3M Detailed Case Study from Summit 2014
1. How Ratings & Reviews Became the
Most Valuable Brand Advice for 3M
Connected
Influence
2. A note for marketers
Fueled by rapid adoption of eCommerce models and social technologies,
customer-led disruption will continue to arrive unexpectedly on 3M’s doorstep.
Buyers want things faster, better, often cheaper and with a higher degree of service
– and technology makes it possible for them to get what they want from any corner
of the globe. Connections between buyers, consumers and manufactures through
mobile devices have become ubiquitous. Buyers have more power than ever. With
online product reviews and buyer ratings, 3M customers know more about our
products, our service, our competitors, and pricing than we ever imagined.
3M’s Investment in Global eTransformation
In 2012, 3M embarked on a remarkable journey to take advantage of multiple
sources of digital data around customers and markets to strengthen our
connectivity to Buyers, and expand our channel coverage. With appropriate
privacy safeguards, eTransformation programs like Product reviews and buyer
ratings uses this customer intelligence to gain insight at scale, which leads to
stronger engagement across multiple touch points.
Raj Rao, Vice President
3M Global eTransformation
1
3. 2
The Connected Economy: North America Edition
3
Table of Contents
A note for marketers 1
The world in reviews 4
3M by the numbers 14
Why are ratings & reviews critical to my business? 18
3M case studies and successes 22
The emergence of global customer influence 38
About 3M 41
About Bazaarvoice 41
6. 119
This is a great
firestopping product,
I have never had an
Architect reject this
product. Cleans up
with water and
meets the US
Government’s
Made in America
requirements.
– Metalman16, St. Joseph, MO
In the construction
industry which we
are a part of, this tape
is recommended for
barrier control. Dust
and dirt does not
prevent the tape from
sticking and the color is
warning to not enter.
– ICRA, Leesburg, FL
“
”
3M™ Fire Barrier Sealant CP 25WB+, 2 gallon, Pail
3M™ Automotive Refinish Masking Tape, 06654, 36 mm x 55 m
“
”
62.2% of surveyed
B2B professionals
read user Ratings &
Reviews for business
products or services.
-- Business.com
7. 1312
92% of consumers
around the world
say they trust earned
media, such as WoM
and recommendations
from friends and family,
above all other forms
of advertising.
-- Nielsen’s April 2012 Global Trust in Advertising Survey of
more than 28,000 Internet respondents in 56 countries
I have tried several different headlight
restoration products over the past few years,
and this 3M restoration kit is by far the best.
Most products don’t include the tools to
remove deep scratches and yellowing. They
basicly give you the buffing compound used
in the final step with the 3M
kit. This would probably work
if your headlights only have
mild hazing. But, the sanding
discs included with the 3M kit
makes it much easier to restore
badly damaged headlamp
covers back to new or almost
new condition. I would highly
recomment this product to
anyone needing headlight
restoration.
– AmyG, Downingtown, PA
“
3M™ Headlight Lens Restoration System, 39008
”
12
8. AVERAGE
STAR RATING:
4.5
LANGUAGES
10
TOTAL NUMBER
OF REVIEWERS
46,000
TOTAL NUMBER OF
PRODUCTS WITH REVIEWS:
3,060BY THE
NUMBERS
54,000
TOTAL REVIEWS
ACROSS ALL OF 3M
• 3M ESPE, US
• Littmann, US & Canada (EN/FR)
• Ace™ Brand, US
• Command™ Brand UK, US, Australia, Argentina,
Mexico, Singapore, Brazil
• Filtrete™, US
• Futuro™, US, Australia
• Innovation Center, US HQ
• Littmann, US & Canada
• Nexcare™, US, Chile, Australia, Mexico
• O-Cel-O™, US
• Post-it® Brand US, Australia, Argentina, Chile,
Columbia, Brazil
• PostItTeachers, US
• Scotch® Brand US, Chile, Indonesia, UK, Argentina
• Scotch-Brite™, US, Chile, Singapore, Mexico,
Argentina, Indonesia, Korean, Portuguese,
• Scotchblue™, US
• Scotchgard™, US
• Tekk, US
• Window Film, US
• Shop3M, US & UK
• Pruven™ Pet Products, US
• 3M Home Energy, US
• 3M Animal Care, US
• Scotch® Brand Mounting & Fastening, US
• 3M DIY, US
• Workspace Solutions, US
• SkinAndWoundCare, US, UK
REVIEWS ARE CURRENTLY LIVE ON:
1514
9. 1716
Bazaarvoice Conversations Index Ratings & Reviews volume
July 2012 – June 2013
Bazaarvoice Conversations Index Consumer Sentiment Performance
July 2012 – June 2013
10. Why are
ratings and
reviews
critical to
business?
Convert more buyers.
Review content increases online conversion & offline conversion during the Zero
Moment of Truth.
Identify advocates & increase brand engagement.
Grow consumer engagement and education as buyers seek information and interact with
the brand and peer content.
Transform Media with buyer advocacy.
Review content is media agnostic and can be used to re-market to buyers in Paid,
Owned, & Earned Media.
Learn efficiently through direct buyer insights.
Through an always-on focus group, gather feedback on products, usage, and brand
benefits by buyer segment.
Improve SEO.
Use the consumer’s own language to be more findable in search.
88% of Business Technology
Professionals use Social Media
for Business Decision Making.
- Forrester, 2010 19
11. In the B2B world, reviews
can be even more crucial
{than in B2C} as buyers
are tasked with buying
higher volumes and often
higher priced items while
facing challenges like
inventory turn and P&L.
-Ecommerce Insights, 2012
12. 3M allows two-way
conversations between the
brand and customer online.
3M makes a point to open the door to two-way
conversations.
All consumer brands respond publically and
privately to reviews. The Consumer Business
Group emails consumers directly for all one,
two and three star reviews. All brands’ 1-2
star reviews receive both a private email to the
consumer and a public response.
According to a recent Bazaarvoice
research study, when a brand
responds publicly to negative
reviews, the purchase intent
increases by as much as 186%.
22 23
13. Scotch®
Brand edits
online product
descriptions to more
closely reflect the
way consumers are
using and describing
the product features
and benefits.
Originally, marketing copy focused on
technical specs and lab benefits, with insights
from reviews copy was enhanced to include
different benefits that served the needs and
use of the product.”
Scotch®
Brand incorporated user-generated
content to better communicate the different
ways people were using their scissors.
24 25
Original consumer sentiment
from 3M (top), shown with
the updated description on
Scotchbrand.com (bottom).
14. 2726
Continued, consumer-
informed marketing
led to sales growth.
Scotch®
Brand monitored sales of two different scissors, The Scotch™
Precision Ultra Edge Non-stick Scissors which received a makeover
with user-generated infused content and a similar product that did
not get the new copy makeover.
The Scotch™ Precision Ultra Edge Non-stick Scissors immediately
began building sales volume growth.
2.4
1.6
0.8
0.0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28
26 27
15. 29
Scotch-Brite™
improves a product
using UGC and builds
consumer trust.
Although overall sales of the Scotch-Brite dishwand were
high, review ratings mysteriously began plummeting.
After investigating review content, 3M found that the
words “leaky” and “button” were commonalities among
the negative reviews. They were able to identify that a new
button could result in leaks and worked with the supplier
to quickly resolve the issue.
3M customer care was able to reach out to all the
reviewers who had complained about the product leaking
and offered a free replacement dishwand.
another back blue bought
button buy defect design
disappointed falls first flaw
handle leaks new one place
poor problem purchased
edesign replaced rubber stay
store time wand weeks works
years
16. 3M ESPE confirms
importance of
dentist-to-dentist
word of mouth.
30 31
3M ESPE’s Director of Marketing, Keith Haig, wasn’t seeing the number of reviews
he wanted on dental products. To help this, he enlisted the help of dentist input at
the Dentaltown “Townie” meeting.
While at the conference, the company also conducted extensive interviews
with attendees that confirmed what Haig already suspected: When dentists are
making buying decisions, word of mouth in the form of reviews by other dentists is
extremely influential.
Haig’s idea to engage dentists at the event generated a 200% increase in review
volume for 3M ESPE during the conference. A post-event email appeal for ratings
and reviews to the entire Dentaltown database – not just those at the meeting –
caused another surge in reviews.
Ultimately, pre- and post-meeting communications to this key group generated
80% of all the reviews appearing on 3M ESPE’s website the week after the event.
17. I am a lunch lady at a local high school.
Dishes are our middle name! The
Doodlebug get the pans sparkling
clean ASAP!! I actually get them from
our custodian. I even started to buy
them for my kitchen at home. No
need for scour pads & SOS pads.
Doodlebug’s are all you need to get
your kitchen clean in a hurry! Thank
YOU 3M!!
– pattycakes, Long Beach, CA
“
I have been a fan of 3M Virtua Protective
Eyewear for years. They are a most
economical way to protect your sight
not only from debris but the bright sun
as well. The hard coat grey lenses are a
blessing when working outdoors or in
bright environments. And I love the fact
that when you slip them on top of your
head they won’t fall off. The wide temples
and ear pieces make
them super comfortable.
Accept no lookalikes,
buy 3M and you’ll enjoy
the best in eye safety!
– Walter77,
Orange County, NY
“
”
3M™ Virtual™ Protective Eyewear AP, 11815-00000-20 Gray Hard Coat Lens
”
32 33
3M™ Doodlebug™ Brown Scrub ‘n Strip Pad
8541, 4.625 in x 10 in
18. 78% of B2B buyers
go directly to
vendors’ websites.
- 2012 B2B Buyer Behavior Report, DemandGen
Put content where it counts.
35
3M™ Finesse-it™ II Finishing Material-Machine Polish, 39003, 16 fl oz60440095168
I have been using this product for the
last 15 years without fail. As a former
professional detailer, I still use this
product on my personal
cars today. Its versatility
is remarkable. I have
only had a few instances
where I needed to use a
more abrasive product to
complete the job. Properly
applied, there is no swirl
marks, gouges or other
issues w/ this product.
– badbasic, Albemarle, NC
“
”
35
19. 50% of B2B buyers turn to
social media/peer reviews.
- 2012 B2B Buyer Behavior Report, DemandGen
3M™ Safety-Walk™ Slip-Resistant General Purpose
Tapes and Treads 610, Black, 6 in x 24 in, Tread
This tape is a life saver
in my dry clean plant
and laundry area where
moisture and chemicals
can be a problem for
anything sticky. It really
is strong and stays put
so I can rest assured my
employees are in a safer
work environment.
– JoeM, Atlanta, GA
“
”
36
20. 39
THE EMERGENCE OF
GLOBAL CUSTOMER
INFLUENCE
TO DATE:
38
32,000,000IMPRESSIONS500,000SYNDICATED REVIEWS
Since the first review hit 3M’s Scotch®
Brand’s site in September 2009, nearly
5 years of 3M consumer reviews have
turned up outstanding results. Today,
all 5 business groups are collecting
reviews, tracking across 12 countries
in 10 languages.
21. 41
About Bazaarvoice
Bazaarvoice is a network that connects brands and retailers to the
authentic voices of people where they shop. Each month, more than
400 million people view and share authentic opinions, questions and
experiences about tens of millions of products in the Bazaarvoice
network. The company’s technology platform amplifies these voices
into the places that influence purchase decisions. Network analytics
help marketers and advertisers provide more engaging experiences
that drive brand awareness, consideration, sales and loyalty.
Headquartered in Austin, Texas, Bazaarvoice has offices across North
America, Europe and Asia-Pacific. For more information, visit www.
bazaarvoice.com, read the blog at www.bazaarvoice.com/blog,
and follow on Twitter at www.twitter.com/bazaarvoice.
About 3M
3M captures the spark of new ideas and transforms them into thousands
of ingenious products. Our culture of creative collaboration inspires a
never-ending stream of powerful technologies that make life better. 3M
is the innovation company that never stops inventing. With $30 billion in
sales, 3M employs 88,000 people worldwide and has operations in more
than 70 countries.
For more information, visit www.3M.com or follow @3MNews on Twitter.
3M is a trademark of 3M Company.
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