Completely Customizable Content Tagging

September 27, 2018 by Sven Tarantik

When it comes to TurnTo content tagging, the possibilities are endless.

The use of keyword taxonomies predates computers, but content tagging is best known today for its role in enabling easy informal search and classification for photo sharing, blogging, and social media (hashtags, anyone?). Behind the scenes, tags are used similarly in content management systems and in the expanding field of data sciences.

While TurnTo’s customer content collection suite isn’t built around cluttering up your social feeds with hashtags, we offer content tagging as a powerful moderation and reporting tool for brands and retailers.

Traditional Ratings & Reviews platforms offer a limited set of “rejection codes” that allow moderators to mark the reason why they acted to hide or publish a review for reporting purposes. We identified an opportunity to create something better, providing customers with a completely customizable tagging taxonomy that they can be tailored to automate their moderation workflows, create nuanced internal reporting and sentiment analysis, and curate the promotion of customer content.

TurnTo clients can still use tagging for routine moderation with more customized labels, but most inventive is the way our clients use tagging for flexible content curation to maximize the value of the content they are collecting in their marketing and merchandising strategies.

For example, Bob’s Red Mill moderates their Checkout Comments™ for “standout” content and tags them as such.  The tagged content is displayed on Bob’s homepage using a TurnTo widget. This shows shoppers trending products and allows them to read the most enthusiastic, detailed, or helpful comments.

In this instance, Bob’s Red Mill utilizes content tagging in conjunction with Checkout Comments. When shoppers make a purchase, they are asked to provide feedback about why they chose the products they did. They may say, “because it’s a gluten-free product”, or that they bought the product “to make a pizza crust”, or they may exclaim, it’s “The best tasting steel-cut oats I’ve ever had”. Comments like these are constantly rolling in as customers complete their purchases. Moderators review and selectively tag one or more with a content tag to indicate that the content is highly promotable for their product and brand. Once the tag is in place, TurnTo’s ‘Why did you choose this?’ widgets can be configured to only show content with that tag.

TurnTo clients can use content tagging to create campaign-specific promotions too.  And as the holidays are quickly approaching, gift giving is top of mind.  Our clients can use content tagging in seasonal campaigns, using tags like “holiday”, or automatically apply tags based on terms like “gift”, and “present”.  Then, the tagged holiday content can feed on-site TurnTo widgets, enhancing the shopping experience.  It can be used for a category specific photo gallery that features all of the tagged pictures.  Or the customer-generated content can be made into a landing page full of campaign-related items.  Shoppers can then purchase directly from the curated content.

Graph: Top 10 Tags by Number of Comments

Source: TurnTo reporting for Bob’s Red Mill

Not only are content tags great for marketing materials, but the tags also act as insightful metadata. Clients can compile reports of content that was tagged based on recurring keywords in reviews and find out what the average star rating was of the reviews with those tags.  The data can make the connection between how fond people are of a particular product (star rating) and who they are purchasing it for (e.g., tag “Mom”, tag “Holiday”).  This is again helpful to market to that audience better and to understand who is purchasing which products.

Tagging possibilities are limitless.  TurnTo is unique in giving clients full reign to create subjective tags that apply to both written AND visual reviews. With TurnTo tagging, eCommerce teams can quickly and easily automate, organize, and curate content to keep shoppers engaged and stay at the forefront of shopping experiences.


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