1 / 24

Building Community

Social media and the new conversations of e-commerce. Building Community. 3rd Annual Visa E-Commerce Summit Toronto, On. Thomas Purves, April 22, 2007 More: http://thomaspurves.com. Social Media is Shifting the Landscape. Customers are getting smarter

razi
Download Presentation

Building Community

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Social media and the new conversations of e-commerce Building Community 3rd Annual Visa E-Commerce Summit Toronto, On Thomas Purves, April 22, 2007 More: http://thomaspurves.com

  2. Social Media is Shifting the Landscape • Customers are getting smarter • Capturing attention is getting harder • Costs of production are dropping but also reducing barriers to entry • For e-commerce, constant innovation is key to survival • New Gatekeepers emerging: iTunes, google etc. • Network effects matter (more than ever) … how strong is your community?

  3. Building Community… If, right now, all of your customers could be having a great big conversation with each other… Photo by denkrahm http://flickr.com/photos/station_nord/10340948/

  4. …needs only to answer one simple question What might they say? NewMindSpace Pillow fight Flash Mob NYC Photo by presta http://flickr.com/photos/presta/101334755/

  5. Three Stages of Community

  6. Basic Stuff: Blogging, Flickr account etc. • Costs: People time, all other costs insignificant • Positive ROI of executive blogging (200k/year)

  7. Dell: Peer-Promotion Standard Corporate Blogging, nowadays a no-brainer.

  8. Dell: Peer-Promotion New Trends, video segments and user-generated video (If BYO don’t forget to make it linkable, embedable)

  9. Dell Peer-Support

  10. You Customers might provide even better support than you can Great, so long as you don’t mind quite how they phrase it. http://www.dellcommunity.com/supportforums/

  11. Dell: Peer-Production It turns out, the kids are crazy for Linux. (but consider, how representative is the audience?)

  12. NCIX.com • NCIX managing Many, many SKU’s • User community helps maintain product info, upload images, post reviews, discuss and recommend hardware • Active users rewarded with “points” as recognition and redeemable for product

  13. Threadless.com

  14. The power of co-creation • SkinnyCorp and Threadless • Entirely community-centric model • From Sorta Awesome to Crazy Awesome in just a few years • Other lessons: sellT-shirts “Crazy Awesome” “Crazy Awesome” “Sorta Awesome” Photo by Brian Oberkirch, by way of Davidcrow.ca

  15. Create Something to Talk About Disruptive Marketing: The Specialized Angel 1,125 blog posts 260k google hits 53 facebook group members http://www.flickr.com/photos/kwc/127795364/

  16. Social Experiments: Specialized Rider’s Club • Over 10,000 members in 5 months (all demographics) • Premium membership: $50 • Combines online + offline experiences. • Metrics are an issue • Connects dealer network as well as riders. • 100% positive feedback Chris Matthews, Specialized’s Marketing Guru

  17. Specialized Rider’s Club • Value to Community • Find rides in your area • Socialize with fellow riders • Learn about the sport • Post pictures, journal entries, rider and bike profiles • The secret: letting customers talk to each other Sample Ride Profile Page

  18. A Great Story Will Tell Itself • I’d never heard of “Blendtech”, but how could you *not* want to see what happens with iPod in a blender, or: • hockey pucks • Light bulbs • Glowsticks? • Ipod in a blender: 3.3 Million views • I really want this blender

  19. Openess is key to findability • Kayak.com • Mashing up travel data • Standards, APIs, and data accessibility allow for sometimes great stuff • The sematic web is an ecosystem

  20. Email is for old people New media Trends to Watch • The consumer controls the format, the channels • Email is dying, static web content is dead already • RSS goes mainstream, feedburner gives you metrics, is the glue for everything • Social presence: status updates, twitter, jaiku, plazes

  21. Looking Ahead: Social Presence as a Marketing Channel Conceptual Vision of Twitter as a Marketing Channel . What realtime status updates could drive value for your customers? • Key Early players in Social Presence: • Twitter.com • Jaiku.com • Facebook • Plazes, Last.fm • (this list will change) Source: Mad dog in the fog http://www.mdoeff.com/blog/2007/03/21/the-future-of-twitter/

  22. Darth Vader is already Twitting(why aren’t you?) “One of those stupid little floor polishing droids almost just tripped me. The Death Star R&D department will pay dearly for this” - darthvader

  23. Social Media, Not Just for Marketing Anymore Internet Web 2.0 Communities includingend customers,stakeholders, public Extranet Intranet Channel 2.0 Communities includingbusiness & channel partners, etc Enterprise 2.0 Communities ofemployees.

  24. Do! • Support open standards (microformats, rss, mashability) • Love your 1% • Be authentic • Take a chance, let your community run with it. • Be awesome Photo credit: shiny red type http://flickr.com/photos/shinyredtype/169168887/

More Related