Generating User Feedback and a Sense of Walmart Community Online
Walmart began to implement user feedback into the digital marketing mix in 2006; my role was to help guide and support that growth. I worked on many efforts including adding user reviews to the ecommerce website to creating bolgs and a prescence on Facebook. Not surprisingly, this generated a lot of press.
Bazaarvoice was hired to drive Wal-Mart's reviews, and market research found that 80% of shoppers had more trust in brands that feature reviews and 75% of shoppers said it's extremely or very important to read customer reviews before making a purchase. Peer reviews were found to be preferred over expert reviews by a margin of 6-to-1.
With the growth of local review and community sites, smaller businesses are starting to be actively discussed on the Internet. Clearly most small businesses will not want to create their own user ratings sites as we did at Wal-Mart. However, monitoring and participating in online local review and community sites will become an increasingly important part of