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Social Communities
GILLIAN MUESSIG
eCommerce 1.0
product quality – return policies – solo experience
eCommerce 2.0
review/compare – COD – delivery speed
easy returns – social outreach
eCommerce 3.0
brand communities – personalized experience
social shopping – responsive sites
If social commerce…
Then social communities
If / then…
These are not communities
Social Platforms
Nature of Communities
You know you want one
Shared Values
Shared Goals
Shared Experience
Shared Experience
Shared experience trumps the other
two by a country mile
The more intense the experience, the
stronger the community ties bind
Apply it to ecommerce
Portable – Personal - Participatory
Pinterest was born for you
Isitayes app
Personalization requires exclusivity
Finding Raving Fans
How to ID raving fans
Buy from you
Buy often
Buy lots
By high ticket items
Possibly all of the above…..
Tell their friends
Finding diamonds on social platforms
Finding diamonds in niche markets
Find other common ground
It’s not about you
Create targeted content
Human branding
Icon branding
Gamification
Exclusivity breeds desire
…where people know your name
Incentivize sharing
Incentive is about more than cash
Help!
Recap
• Tight niche markets
• ID your buyers who share
• Find interests OTHER than your product
• Create content relevant ...
Community-building tactics
Blogs + Blogging
Comment Marketing
News/Media/PR
SEO
Social Networks
Word of MouthQ+A Sites
For...
Thank you!
Gillian Muessig
Anne Kennedy
Outlines Venture Group
Social Communities: Diamonds in the Rough by Gillian Muessig
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Social Communities: Diamonds in the Rough by Gillian Muessig

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MivaCon 2014 Breakout Session: Social Communities: Diamonds in the Rough
Presented by Gillian Muessig

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Transcript of "Social Communities: Diamonds in the Rough by Gillian Muessig"

  1. 1. Social Communities GILLIAN MUESSIG
  2. 2. eCommerce 1.0 product quality – return policies – solo experience
  3. 3. eCommerce 2.0 review/compare – COD – delivery speed easy returns – social outreach
  4. 4. eCommerce 3.0 brand communities – personalized experience social shopping – responsive sites
  5. 5. If social commerce… Then social communities If / then…
  6. 6. These are not communities
  7. 7. Social Platforms
  8. 8. Nature of Communities
  9. 9. You know you want one
  10. 10. Shared Values
  11. 11. Shared Goals
  12. 12. Shared Experience
  13. 13. Shared Experience
  14. 14. Shared experience trumps the other two by a country mile
  15. 15. The more intense the experience, the stronger the community ties bind
  16. 16. Apply it to ecommerce
  17. 17. Portable – Personal - Participatory
  18. 18. Pinterest was born for you
  19. 19. Isitayes app
  20. 20. Personalization requires exclusivity
  21. 21. Finding Raving Fans
  22. 22. How to ID raving fans Buy from you Buy often Buy lots By high ticket items Possibly all of the above….. Tell their friends
  23. 23. Finding diamonds on social platforms
  24. 24. Finding diamonds in niche markets
  25. 25. Find other common ground It’s not about you
  26. 26. Create targeted content
  27. 27. Human branding
  28. 28. Icon branding
  29. 29. Gamification
  30. 30. Exclusivity breeds desire
  31. 31. …where people know your name
  32. 32. Incentivize sharing
  33. 33. Incentive is about more than cash
  34. 34. Help!
  35. 35. Recap • Tight niche markets • ID your buyers who share • Find interests OTHER than your product • Create content relevant to your buyer but not about your product • Incentive sharing
  36. 36. Community-building tactics Blogs + Blogging Comment Marketing News/Media/PR SEO Social Networks Word of MouthQ+A Sites Forums Online Video Podcasting Webinars Research/White Papers Infographics Social Bookmarking INBOUND MARKETING! (AKA “free” traffic sources) Direct/Referring Links Type-In Traffic Email
  37. 37. Thank you! Gillian Muessig Anne Kennedy Outlines Venture Group
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