Redbeacon Launch Announcement - March 2010


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This is the presentation given to the media on Redbeacon's new Friendly Advice feature that allows users to invite their Facebook friends to give advice on which service professional to choose for their job. It also announces Redbeacon's strategic partnership with BigTent, a leading provider of parents clubs websites.

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  • Meredith Ringel Morris, Jaime Teevan: Microsoft Research Katrina Panovich: Massachusetts Institute of Technology
  • The online home for trusted community groups, including 100+ in the Bay Area. BigTent is the leading host of online Mother’s Groups Allows RedBeacon to reach critical Moms demographic while offering a valuable service to BigTent members
  • Redbeacon Launch Announcement - March 2010

    1. 1. Redbeacon Launch Event March 10, 2010 Connecting consumers with the best service providers to meet their needs
    2. 2. Agenda <ul><li>Update on Redbeacon: The Past 6 Months </li></ul><ul><ul><li>Brief Overview of Redbeacon </li></ul></ul><ul><ul><li>Some Early Learnings </li></ul></ul><ul><ul><li>Recently Launched Features </li></ul></ul><ul><li>What We’re Announcing Today: Redbeacon Goes Social </li></ul><ul><ul><li>Friendly Advice </li></ul></ul><ul><ul><li>Organization Endorsements </li></ul></ul><ul><li>Partnership Announcement </li></ul><ul><li>Q&A </li></ul>March 15, 2010 |
    3. 3. A Brief History of Redbeacon 03/15/10 | Nov 08 Sep 09 Oct 09 Dec 09 Mar 10 Redbeacon Founded Enabled service requests in SF 1,000 service providers enrolled Enabled service requests throughout Bay Area Redbeacon Social Launch First Partner Integration Product development Milestone Phase Launch Register service providers Learn and iterate Scale
    4. 4. How Redbeacon Works Service providers Customers 1 Customer submits a job request Selected service providers are invited to quote 3 Customer reviews quotes and selects a service provider 4 The job is scheduled 5 Matching engine finds best service providers 2 March 15, 2010 |
    5. 5. What Distinguishes Redbeacon <ul><li>Sophisticated matching engine* alerts professionals best suited for job ( No search results, no public job posts ) </li></ul><ul><li>Consumers see actual price quotes for their jobs </li></ul><ul><li>Detailed profiles help consumers decide who to pick </li></ul><ul><li>Appointments can be scheduled online </li></ul>03/15/10 | * Patent pending
    6. 6. First Lesson Learned March 15, 2010 | <ul><li>There is no chicken and egg problem </li></ul>Signing up service providers is easy. Jobs receiving price quotes Top 20 verticals Matches per Job Quotes per Job
    7. 7. Quote First / Register Later <ul><li>Problem : </li></ul><ul><li>Service providers don’t immediately see value in Redbeacon </li></ul><ul><li>Redbeacon doesn’t have enough providers for some requests </li></ul><ul><li>Solution : </li></ul><ul><ul><li>Create system to email prospects with “carrot” of real job to quote on </li></ul></ul>Quote first page
    8. 8. Redesign Job Pages <ul><li>Problem : </li></ul><ul><ul><li>Providers not seeing where to quote and putting quotes in Q&A </li></ul></ul><ul><li>Solution : </li></ul><ul><ul><li>Redesigned the Provider Job page to highlight quote box </li></ul></ul>Old Provider Quote Page Redesigned Provider Quote Page
    9. 9. Second Lesson Learned March 15, 2010 | <ul><li>Consumers and service providers need to communicate </li></ul>Before, during, and after the job.
    10. 10. Private Conversations Consumer View Private Conversation <ul><li>Problem : </li></ul><ul><ul><li>Consumers want to communicate with service providers to ask questions about the quote and bargain </li></ul></ul><ul><li>Solution : </li></ul><ul><ul><li>Enable private communication between consumer and providers who quoted </li></ul></ul>Provider View Private Conversation
    11. 11. Adding Information to Existing Requests <ul><li>Problem : </li></ul><ul><li>Consumer want to add information and add images to their request after they have submitted it </li></ul><ul><li>Solution : </li></ul><ul><li>Enable consumers to add information to the description and upload images after job is submitted </li></ul>
    12. 12. Third Lesson Learned March 15, 2010 | <ul><li>Consumers need lots of information to make a decision </li></ul>Price, availability, descriptions, and ratings are not enough.
    13. 13. Improved Ratings and Reviews <ul><li>Problem : </li></ul><ul><ul><li>Consumers need more information about providers before selecting </li></ul></ul><ul><li>Solution : </li></ul><ul><ul><li>Added Yelp, Google and Yahoo ratings to help with selection </li></ul></ul>Ratings from Yelp, Google and Yahoo
    14. 14. Promote Profile Completion Complete profile reminder on homepage <ul><li>Problem : </li></ul><ul><ul><li>Service providers not completing entire profile </li></ul></ul><ul><li>Solution : </li></ul><ul><ul><li>Engage service providers at the right times to get them to enhance their profiles </li></ul></ul>Enhance profile after quoting Improve description after quoting
    15. 15. What We’re Announcing 03/15/10 |
    16. 16. New Feature: Friendly Advice <ul><li>Crowdsourcing recommendations and sharing </li></ul>03/15/10 | <ul><ul><li>In the real world, people ask their friends for recommendations on local services </li></ul></ul><ul><ul><li>We enable this on Redbeacon by allowing your Facebook friends to vote and comment on service provider options </li></ul></ul><ul><ul><li>Your friends can also recommend additional service providers for the job </li></ul></ul><ul><ul><li>Successful experiences are posted to Facebook to increase virality </li></ul></ul>
    17. 17. Screencast of Friendly Advice 03/15/10 |
    18. 18. Friendly Advice 03/15/10 | <ul><ul><li>1. Redbeacon posts to consumer’s Facebook Wall </li></ul></ul>
    19. 19. Friendly Advice <ul><ul><li>2. Friends vote and comment on user’s choices </li></ul></ul><ul><ul><li>Offers to choose from </li></ul></ul><ul><ul><li>Voting buttons </li></ul></ul><ul><ul><li>Leave comments </li></ul></ul><ul><ul><li>Other people’s opinions </li></ul></ul>
    20. 20. Friendly Advice <ul><ul><li>2a. Friends can also recommend their own service providers </li></ul></ul>John Doe 555-555-5555 [email_address] I’ve used John for years. He does top quality work.
    21. 21. Friendly Advice <ul><ul><li>3. Consumers can see their friends’ opinions </li></ul></ul>
    22. 22. Friendly Advice <ul><ul><li>4. When friends vote, it’s shared to their Facebook too </li></ul></ul>Theoretical Example Action Potential Exposure Consumer posts job (consumer has 500 FB friends) 5 friends give advice on the job (each friend has 500 FB friends) 500 people 2500 people Viral
    23. 23. Why We Think This Will Work 03/15/10 | Full study at Fluent: The Razorfish Social Influence Marketing Report
    24. 24. Why We Think This Will Work What people ask and answer in their online social networks Full study at What Do People Ask Their Social Networks, and Why? A Survey Study of Status Message Q&A Behavior (Survey of 624 people) “ People often turn to their friends, families, and colleagues when they have questions ”
    25. 25. New Feature: Organization Memberships <ul><ul><li>Best recommendations outside of friends & family are endorsements from trusted organizations </li></ul></ul><ul><ul><li>Displaying Membership Badges </li></ul></ul><ul><ul><ul><li>Dozens of organizations at launch </li></ul></ul></ul><ul><ul><ul><li>16,000 service professionals in SF Bay Area alone </li></ul></ul></ul><ul><ul><li>Organizations include </li></ul></ul>
    26. 26. Redbeacon Distribution Strategy <ul><li>Reach target consumers on websites they already visit </li></ul><ul><li>Leverage trusted ties for recommendations and endorsements </li></ul><ul><li>Many partnerships will be announced soon, but the first one is... </li></ul>03/15/10 |
    27. 27. Partnership Announcement 03/15/10 |
    28. 28. Who is BigTent? 03/15/10 | The leading platform for trusted parenting groups across the country <ul><li>Allows Redbeacon to reach the critical Moms demographic and provides a valuable new service to BigTent members </li></ul><ul><li>BigTent is launching Redbeacon services to 100+ of its most influential and trusted community groups in the Bay Area </li></ul>
    29. 29. Redbeacon’s Integration Into BigTent March 15, 2010 | Group Buzz Page
    30. 30. Redbeacon’s Integration Into BigTent March 15, 2010 | Within Reviews & Classifieds Search Results
    31. 31. Redbeacon’s Integration Into BigTent March 15, 2010 | Triggered by keywords in group forums
    32. 32. The BigTent Experience on Redbeacon March 15, 2010 | Cobranded Request Services Page Service Provider Endorsements Page
    33. 33. BigTent Experience on Redbeacon March 15, 2010 | We then show the number of endorsements given by members of their group
    34. 34. What it all Means <ul><li>We provide all the information needed to choose the best local service professional for the job </li></ul><ul><ul><li>Recommendations of friends and family </li></ul></ul><ul><ul><li>Endorsements from web communities </li></ul></ul><ul><ul><li>Professional memberships </li></ul></ul><ul><ul><li>Price quotes </li></ul></ul><ul><ul><li>Appointment times </li></ul></ul><ul><ul><li>Ratings and reviews </li></ul></ul><ul><li>We leverage the social web to </li></ul><ul><ul><li>Build trust via our users’ social connections through Friendly Advice </li></ul></ul><ul><ul><li>Be present in our users’ online communities through partnerships </li></ul></ul>
    35. 35. Questions and Discussion <ul><li>THANK YOU! </li></ul>March 15, 2010 | Ethan Anderson [email_address] Laney Whitcanack [email_address] Redbeacon Press Center: