Social Media, the importance of Communities (and how to get one)
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Social Media, the importance of Communities (and how to get one)

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Visa Canada asked me to talk about the following topic. Here's what I cam up with. ...

Visa Canada asked me to talk about the following topic. Here's what I cam up with.

Merchant Experiences in Social Media

Description: Insights and tips into the strategies that merchants have taken to successfully harness the power of social media. An overview of recent merchant experiences - what's worked, what hasn't, and why.

3rd Annual Visa E-Commerce Summit (for merchants), April 23rd, 2007

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    Social Media, the importance of Communities (and how to get one) Social Media, the importance of Communities (and how to get one) Presentation Transcript

    • Social media and the new conversations of e-commerce Thomas Purves, April 22, 2007 More: http://thomaspurves.com 3rd Annual Visa E-Commerce Summit Toronto, On
      • Customers are getting smarter
      • Capturing attention is getting harder
      • Costs of production are dropping but also reducing barriers to entry
      • For e-commerce, constant innovation is key to survival
      • New Gatekeepers emerging: iTunes, google etc.
      • Network effects matter (more than ever) … how strong is your community?
    • If, right now, all of your customers could be having a great big conversation with each other… Photo by denkrahm http://flickr.com/photos/station_nord/10340948/
    • What might they say? Photo by presta http://flickr.com/photos/presta/101334755/ NewMindSpace Pillow fight Flash Mob NYC
    •  
      • Costs: People time, all other costs insignificant
      • Positive ROI of executive blogging (200k/year)
    • Standard Corporate Blogging, nowadays a no-brainer.
    • New Trends, video segments and user-generated video (If BYO don’t forget to make it linkable, embedable)
    •  
    • http://www.dellcommunity.com/supportforums/ Great, so long as you don’t mind quite how they phrase it. cprieto87 Bronze Posts: 2 Registered: 04-18-2007 Viewed 1011 timess Koaz:  You're a GOD!  I was having similar problem with rolling back a Vista machine to XP  - changed the SATA drive and voila XP loads!  Yeah - I called Dell Support, and they were useless. confused and bewildered
    • It turns out, the kids are crazy for Linux. (but consider, how representative is the audience?)
      • NCIX managing Many, many SKU’s
      • User community helps maintain product info, upload images, post reviews, discuss and recommend hardware
      • Active users rewarded with “points” as recognition and redeemable for product
    •  
    • Photo by Brian Oberkirch, by way of Davidcrow.ca “ Crazy Awesome” “ Sorta Awesome” “ Crazy Awesome”
      • SkinnyCorp and Threadless
      • Entirely community-centric model
      • From Sorta Awesome to Crazy Awesome in just a few years
      • Other lessons: sellT-shirts
    • Disruptive Marketing: The Specialized Angel 1,125 blog posts 260k google hits 53 facebook group members http://www.flickr.com/photos/kwc/127795364/
    • Chris Matthews, Specialized’s Marketing Guru
      • Over 10,000 members in 5 months (all demographics)
      • Premium membership: $50
      • Combines online + offline experiences.
      • Metrics are an issue
      • Connects dealer network as well as riders.
      • 100% positive feedback
    • Sample Ride Profile Page
      • Value to Community
      • Find rides in your area
      • Socialize with fellow riders
      • Learn about the sport
      • Post pictures, journal entries, rider and bike profiles
      • The secret: letting customers talk to each other
      • I’d never heard of “Blendtech”, but how could you *not* want to see what happens with iPod in a blender, or:
        • hockey pucks
        • Light bulbs
        • Glowsticks?
      • Ipod in a blender: 3.3 Million views
      • I really want this blender
      • Kayak.com
      • Mashing up travel data
      • Standards, APIs, and data accessibility allow for sometimes great stuff
      • The sematic web is an ecosystem
      • New media Trends to Watch
      • The consumer controls the format, the channels
      • Email is dying, static web content is dead already
      • RSS goes mainstream, feedburner gives you metrics, is the glue for everything
      • Social presence: status updates, twitter, jaiku, plazes
    • Source: Mad dog in the fog http://www.mdoeff.com/blog/2007/03/21/the-future-of-twitter/ Conceptual Vision of Twitter as a Marketing Channel . What realtime status updates could drive value for your customers?
      • Key Early players in Social Presence:
      • Twitter.com
      • Jaiku.com
      • Facebook
      • Plazes, Last.fm
      • (this list will change)
    • “ One of those stupid little floor polishing droids almost just tripped me. The Death Star R&D department will pay dearly for this” - darthvader
    • Internet Web 2.0 Communities including end customers, stakeholders, public Channel 2.0 Communities including business & channel partners, etc Enterprise 2.0 Communities of employees. Intranet Extranet
      • Support open standards (microformats, rss, mashability)
      • Love your 1%
      • Be authentic
      • Take a chance, let your community run with it.
      • Be awesome
      Photo credit: shiny red type http://flickr.com/photos/shinyredtype/169168887/