"Content, Data & Personalization," Polyvore >> Jess Lee

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COMMUNITY ORGANIZING: CONTENT, DATA & PERSONALIZATION, Jess Lee, Co-Founder & CEO, Polyvore

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"Content, Data & Personalization," Polyvore >> Jess Lee

  1. 1.                                             1 JESS LEE, POLYVORE CEO @ COMMERCISM MARCH 2014 Commerce + Content + Community
  2. 2. Hi! I’m Jess Lee POLYVORE CEO & CO-FOUNDER / GOOGLE MAPS PM / STANFORD CS / MANGA / DRAWING / BACON / jessyoko.com @jesskah
  3. 3. POLYVORE IS A NEW WAY to discover and shop for things you love
  4. 4. CONFIDENTIAL Community + Content + Commerce •  Why Commerce + Content + Community Matters •  Building Community •  Cultivating Content •  Driving Commerce •  Q&A 4
  5. 5. CONFIDENTIAL Commerce + Content + Community
  6. 6. CONFIDENTIAL Things you need Inspired by trends, celebs, brands Things you want The Evolution of E-Commerce ELECTRONICS ($56B) LIFESTYLE ($79B) Huge # of SKUsSmall # of SKUs Research specs, reviews, value
  7. 7. CONFIDENTIAL Inspiration & Discovery Information Comparison Buy Inspiration & Discovery Information Comparison Buy ELECTRONICS COMMERCE Requires Information LIFESTYLE COMMERCE Requires Inspiration
  8. 8. CONFIDENTIAL Inspiration requires CONTENT Inspiration & Discovery Information Comparison Buy LIFESTYLE COMMERCE Requires Inspiration
  9. 9. CONFIDENTIAL TRAVEL ⌃ LOCAL ⌃⌃ LIFESTYLE The Evolution of Content Offline à Online Editorial à UGC Content requires COMMUNITY
  10. 10. CONFIDENTIAL COMMERCE Requires Inspiration COMMERCE CONTENT COMMUNITY Inspiration requires CONTENT Content requires COMMUNITY P O L Y V O R E
  11. 11. CONFIDENTIAL 11 COMMUNITY Influencers & Shoppers 20M USERS COMMERCE Of Sales & Customers TOP DRIVER CONTENT Created Monthly 4M SETS Facebook 56% Polyvore 33% Pinterest 11% Twitter 0% % SOCIAL COMMERCE SALES SOURCE: RICHRELEVANCE SEP 2013
  12. 12. CONFIDENTIAL Building Community
  13. 13. CONFIDENTIAL Build community into your culture & DNA Communicate authentically with your community Your community’s success is your success 3 TIPS ON BUILDING COMMUNITY
  14. 14. CONFIDENTIAL Build Community into your Culture & DNA •  COMPANY VALUES 14
  15. 15. CONFIDENTIAL Build Community into your Culture & DNA •  NEW HIRE ORIENTATION 15
  16. 16. CONFIDENTIAL Build Community into your Culture & DNA •  OFFICE DECOR 16
  17. 17. CONFIDENTIAL Communicate Authentically with your Community •  ACT LIKE A HUMAN •  SAY SORRY 17 We’re so sorry about last night’s misfire. Due to a caching bug, we accidentally turned on experimental features… We’re really upset that this upset everyone. Thanks to everyone for your patience and love. Love, The Polyvore Team
  18. 18. CONFIDENTIAL Communicate Authentically with your Community •  ACT LIKE A HUMAN •  SAY THANK YOU 18 We want to take this opportunity to thank the entire Polyvore community. Every ounce of Polyvore’s success is a credit to the creativity, passion and unwavering love and support you bring to the site everyday.
  19. 19. CONFIDENTIAL Communicate Authentically with your Community •  EXPLAIN WHY •  LISTEN 19
  20. 20. CONFIDENTIAL Your Community’s Success is Your Success •  OFFER THEM UNIQUE EXPERIENCES TO HELP THEIR CAREERS 20
  21. 21. CONFIDENTIAL Your Community’s Success is Your Success •  OFFER THEM UNIQUE EXPERIENCES TO HELP THEIR CAREERS 21
  22. 22. CONFIDENTIAL Cultivating Content
  23. 23. CONFIDENTIAL Use curation to set a good example Build self-sustaining feedback loops Use contests to reward top content creators 3 TIPS ON CULTIVATING CONTENT
  24. 24. CONFIDENTIAL Use Curation to Set a Good Example •  SEED WITH GOOD CONTENT •  CURATE YOUR HOMEPAGE 24
  25. 25. CONFIDENTIAL Build Self-Sustaining Feedback Loops •  SOCIAL FEEDBACK •  RANKING ALGORITHMS Feedback Loop Create content Receive ♥
  26. 26. CONFIDENTIAL Use Contests to Reward Top Content Creators •  CONTESTS WITH SOCIAL CRED 26
  27. 27. CONFIDENTIAL 27 Use Contests to Reward Top Content Creators •  CONTESTS WITH COOL PRIZES
  28. 28. CONFIDENTIAL Driving Commerce
  29. 29. CONFIDENTIAL Good, clean data is king Personalization provides a huge lift Build great tools for brands & retailers 3 TIPS ON DRIVING COMMERCE
  30. 30. CONFIDENTIAL Good, Clean Data is King •  SHOPPERS DON’T WANT TO CLICK ON BROKEN LINKS 30
  31. 31. CONFIDENTIAL 31 Good, Clean Data is King •  CRAWL SYSTEM •  AUTOMATED CRAWLER TRIAGE IN JIRA
  32. 32. CONFIDENTIAL Good, Clean Data is King •  GOOD DATA IS THE FOUNDATION FOR GOOD RECOMMENDATIONS 32
  33. 33. CONFIDENTIAL Good, Clean Data is King •  TRAINING DATA •  MACHINE LEARNING CLASSIFIERS •  EVAL TOOLS •  MECHANICAL TURK API 33
  34. 34. CONFIDENTIAL Personalization Provides a Huge Lift •  EVEN THE SIMPLEST PERSONALIZATION MAKES A DIFFERENCE 34 +15% REVENUE LIFT FROM PRICE PERSONALIZATION
  35. 35. CONFIDENTIAL Build Great Tools for Brands & Retailers •  BUILD DASHBOARDS TO QUANTIFY YOUR VALUE 35
  36. 36. CONFIDENTIAL Build Great Tools for Brands & Retailers •  GIVE ADVERTISERS CONTROLS OVER THEIR TRAFFIC 36
  37. 37. CONFIDENTIAL 37 BUILDING COMMUNITY CULTIVATING CONTENT DRIVING COMMERCE
  38. 38. CONFIDENTIAL Thanks! Questions?

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