AUSTIN, Texas, May 17, 2012 (GLOBE NEWSWIRE) -- Bazaarvoice (Nasdaq:BV) is honored to recognize clients 3M, Clinique, Travelocity, and Cabela's as its 2012 Social Summit Award winners. Announced on stage at Bazaarvoice's sold-out fifth annual Social Summit, these brands exemplify consumer centricity and social excellence as they each pioneer new ways to use social data to drive business change.
The 2012 Social Summit Award winners join a prestigious group of past recipients that include L.L. Bean, Newell Rubbermaid, American Express, Domino's Pizza, Clorox, and Macy's. A full list of 2012 Social Summit Award recipients and nominees is available here.
Best in Class: 3M
Global manufacturer 3M represents the very best in innovation, insight and impact. The company has a strong vision for the future of social within its organization and has demonstrated success at integrating social data across the business. 3M's innovative "seed program" taps into social data to identify brand advocates and encourages them to leave early feedback on new products to guide development and marketing. 3M currently syndicates 191,000 pieces of social content across 13 retail partners, mobile apps, and Facebook, driving a 31 percent increase in sales per product for one category. The company also brings social content into display ads, improving click-through rates by 78 percent. The marketing team also saw 18 times sales growth for one product line after aligning copy with consumer-written praise.
Impact: Clinique
Estee Lauder's Clinique brand best demonstrates the value of consumer conversations and community feedback in marketing campaigns. It excels at building groundbreaking multi-channel campaigns centered on consumer feedback. In launching its "Even Better Clinical Dark Spot Corrector," Clinique integrated customer testimonials into its TV, print and digital marketing campaigns. After seeing sales lifts during the TV ad run, Clinique felt so strongly about the emotional resonance of the spot that the brand chose it as the only ad to run for the year. Additionally, after early customer feedback showed some consumer confusion around the proper application and time to results, Clinique used these insights to update packaging and educate in-store consultants on consumer concerns.
Innovation: Travelocity
Travelocity has worked with Bazaarvoice to lead the way in social travel planning, implementing innovative solutions that encourage conversations and take full advantage of the evolving social landscape. The company was the first in its industry to launch community question and answers, and has found that travelers who interact with this capability have a 300 percent higher value per visit and 100 percent higher average order value. Travelocity has used the Bazaarvoice Social Platform API to launch "Scary Hotels" and "Top Destinations" for select cities and piloted new ways to engage travelers on Facebook. This includes the "Ask a Friend" app on Travelocity.com, and "been there" / "want to go" actions for Facebook Timeline. Overall, Travelocity attributes 5.27 percent of its hotel sales revenue directly to reviews.
Insight: Cabela's
Leading outdoor retailer Cabela's deeply understands the power of social data and sentiment, pulling insights from consumer content to fuel improvements across its entire business. The company uses Bazaarvoice Intelligence to gain actionable insights around product categories, specific products, consumer segment, and individual consumers. With these insights, Cabela's merchants easily determine the best products to promote based on sentiment. For example, Cabela's recently noticed a popular trail hiking pant spike in product returns. After reviewing sentiment data from consumers in the Bazaarvoice Intelligence portal, Cabela's decided to bring back a pocket they had removed with its supplier of the pants. The Quality Assurance teams used the Bazaarvoice Intelligence tool to discover the reasons behind the high product return rate, inform vendor negotiations and update products quicker to negative perceptions around quality and service and keep the customer happy. Social data also highlights potential product flaws and polarizing products in real time for faster action.
Comments on the News
- "Consumers are more empowered to articulate what they like - and what they don't - with the massive scale of the Web, social, and mobile. Every day Bazaarvoice clients are using the voices of these consumers to change their business, and to become more connected to them than ever before. The 2012 Summit Award recipients, together with an amazing group of nominees, demonstrate how people, departments, and organizations become inspired, passionate change-agents when they finally learn what their customers have always been saying." – Brett Hurt, founder and CEO, Bazaarvoice
- "Social data provides us with a huge opportunity to learn about our customers. With Bazaarvoice, we can drill into how our customers feel about our products - not just what they are interested in - to understand where we are succeeding, where we can improve, and the right features and messages that will emotionally resonate with our consumers." – Raj Rao, Global Director for eTransformation, 3M
About Bazaarvoice
Bazaarvoice, a leading social software company, brings the voice of customers to the center of business strategy for more than 700 clients globally like Best Buy, Costco, Dell, Macy's, P&G, Panasonic, QVC, and USAA. Bazaarvoice helps clients create social communities on their brand websites and Facebook pages where customers can engage in conversations. These conversations can be syndicated across Bazaarvoice's global network of client websites and mobile devices, which allows manufacturers to connect directly with customers. The social data derived from online word of mouth translates into actionable insights that improve marketing, sales, customer service, and product development. Headquartered in Austin, Texas, Bazaarvoice has offices in Amsterdam, London, Munich, New York City, Paris, Stockholm, and Sydney. For more information, visit www.bazaarvoice.com, read the blog at www.bazaarvoice.com/blog, and follow on Twitter at www.twitter.com/bazaarvoice.