Sports Retail Think Tank: The Social Web

The Social Web Kensington Close Hotel, 11 th March 2010 Gavin Williams

Social Commerce
Social Bridging
Collaborative Shopping
Persona Based Filtering
Social Shopping
Social Media Storefronts

Dear Head of Customer Services, From now on, I want you to come and find me when I have a problem. Kind Regards Your Customer

Dear Corporate Britain, We know how you do it!! We may be lunatics, but this is now our asylum. Kind Regards Your Customers www.facebook.com/lunatics

The Social Web For Business
It’s always about the customer..
They want to talk to you
They want to talk to their friends about you
They want to talk to people they’ve never met before about you
Oh and…
They want to write about you
They want to publish videos about you
They want to write reviews about you

1 - Who is my Community? COLLECTORS CRITICS CREATORS CAMPAIGN JOINERS SPECTATORS

Dear Shop Manager, Why is it that the people you pay to talk to me earn the least amount of money in your shop? Kind Regards Your Customer

LibertyDaniel: DON'T get your legs out for the lads... http://bit.ly/iS4Wn

LibertyDaniel @ montyknits Guess what I'm holding in my hand, I'll give you a clue...it's just come back in and has bows Montyknits @ LibertyDan iel yayyyy! : ) now, when can i get down? running a knitting class in covent garden on sunday.... LibertyDaniel @ montyknits I'm about to sort out the stock on the website, so you can do it online if that's any easier?? I can just send you the new link Montyknits @ libertydaniel @ libertylondon o pr etty, pretty bows... http:// www.montyknit s.blogs... now off to show them off...! LibertyDaniel @ montyknits Ye s! you got them, well done! Montyknits @LibertyDaniel argh! all black bows gone! managed to slip in last night before going out to dinner. bare legs or boring black it is then... LibertyDaniel @ montyknits gutted! the black ones with the gold bows, yeah? if you can wait til Tues - i'll see if we can find you a pair?? Montyknits @LibertyDaniel yea! too late for the party, but will just give me an excuse to throw one myself! :) ta muchly LibertyDaniel @ montyknits Good week end? I've just had a word with the buyer - we are out of stock, but they've been re-ordered - should be 7-10 days... Montyknits @LibertyDaniel thank you so much for that, am in france this weekend, so no need for tights anyway! will be at the front of the q nxt wk... LibertyDaniel @ montyknits no worrie s, I'll tw eet you when they're in Turning a Conversation into a Transaction

Who is Speaking For You?

Dear Friends (and friends I’ve yet to meet), This is who I am. This is what I do. This is what I stand for xxxx Your friend P.S. Does my bum look big in this?

Dear Winemaker, I’m really sorry about the hailstorm that wiped out your crop. Please know that you have my support and I look forward to my next case of wine. Hic. Your Angel

Dear Marketing Director, You’ve now lost control of your brand. Kind Regards Your Customer

Dear Head of E-Commerce, I visited your site this morning and I almost lost the will to live. I really enjoy buying your products. Clearly you don’t enjoy selling them to me. Kind Regards Your Customer

Pssst? You wanna be in my Gang?

Dear Fat American Tourist, Go on a diet before you post another hotel review Regards Slim Jim

Dear Fascist Bullyboy, You f@@@@@g B*******S. I know where you live. Kind Regards Mr Activist

Social Commerce
Social Bridging
Collaborative Shopping
Persona Based Filtering
Social Shopping
Social Media Storefronts

The Real Challenge
The Readiness of our Management teams to endorse and then engage
Hierarchical control cultures?
Our marketing agencies
Our current skill set

gavin@ gavin-williams.com
www.gavin-williams.com
Linkedin.com/Gavin07williams
@wineoftheweek
skype: gavino14

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Sports Retail Think Tank: The Social Web

by Gavin Williams on May 13, 2010

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