Let The People Speak

Slide 9: “We are witnessing the Web’s second coming.” The New York Times “The Web has finally matured to the point where it can fulfill some of the outlandish promises that we heard in the ‘90s.” Newsweek 9 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar

Slide 12: Ratings & reviews Syndication What is Web 2.0? Instant Widgets Tags Newish(RSS feeds) set of guiding philosophies feedback Browser Open APIs Faster extensions & Wikis processes toolbars New content Behavior-driven uses More ways Virtual worlds User Rich New Digital info architecture Openness to interact Contribution Mashups Interfaces Interactions Mobile Blogs Direct manipulation Television & Message boards gaming platforms Social networking Differentiating experiences 12 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar

Slide 13: The spectrum of user contribution To what degree do you feel the presence of users? Site augmentation Site co-creation 13 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar

Slide 30: Ratings and reviews: Opportunities • Products • Content • Topics • Features • People • Places • Companies • Events • Be aware of external ratings/reviews about you 30 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar

Slide 36: Tags: Opportunities • Works better for unstructured content – Articles – Photos, videos, audio – Discussions – People • Works better for content whose use and classification are constantly evolving • Requires users to invest time 36 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar

Slide 42: Behavior-driven information architecture: Opportunities • Surfacing content based on user actions – Most viewed – Most sold – Most saved – Most emailed – Most discussed – Highest rated/voted for • Finding relationships – Merchandising and cross-selling based on behavior – Collaborative filtering 42 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar

Slide 52: User-generated content: Opportunities • Item descriptions • Showcase gallery • Content for helping users make the right selection • Instructions and applications • Related content (historical, anecdotal, cross-industry, web links) • Help content 52 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar

Slide 57: The culture of participation • The participatory, social nature of the personal Web (blogs, podcasts, photo sharing, social networking) is expected more and more on the business Web • Collective intelligence is becoming more credible and useful – The work of the few impacts the many – “The likes of Google, Amazon, and Ebay take the intelligence of all their users – and put it in the interface.” Tim O’Reilly 57 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar

Slide 60: Dealing with negative contributions “Early on we made the decision that if we were to hold this contest,…we would be summarily destroyed in the blogosphere if we censored the ads based on their viewpoint. So, we adopted a position of openness and transparency, and decided that we would welcome the debate…. The overwhelming majority of the 22,000 submissions thus far have been earnest attempts at creating positive advertisements…. Anyway, it sure got people talking about the Tahoe. Which was the whole idea, after all.” Ed Peper, Chevrolet’s General Manager 60 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar

Slide 61: Dealing with negative contributions “By losing that control over the brand experience, Chevy actually brought more people into it.… If you're going to participate as a marketer in the social computing arena, you’ve got to have thick skin and be ready to engage in the messy world of your customer’s opinions. Marketers that have the guts to turn over their brand to the public will in the end win over their customers.” Charlene Li, Forrester Research 61 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar

Slide 62: Myth: People contribute only when they’re negative Molecular research: 60% of consumers contribute more positive than negative reviews, while only 1% contribute more negative than positive reviews 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Almost all Most are Equal Most are Almost all are negative positive / positive are negative negative positive 62 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar

Slide 64: User contribution is happening Companies have two choices… 1 2 Resist it and it will happen Support it, participate, and anyway elsewhere, you can influence it and outside of your influence leverage it for extending your brand 64 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar

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