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

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  • + felipealcaide felipealcaide 2 years ago
    amazing... you’ve just changed my world.

  • + compassioninpolitics compassioninpolitics 3 years ago
    Oh....nice job!! Nice design too...
  • + compassioninpolitics compassioninpolitics 3 years ago
    Play, invention, identity, expression are a huge part!
  • + thomas.purves thomas.purves 3 years ago
    Please don’t mind the squirrelly typography. slideshare.net doesn’t yet understand powerpoint 2007 and the new MS fonts :(
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Social Media, the importance of Communities (and how to get one) - Presentation Transcript

  1. 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?
  2. 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/
  3. What might they say? Photo by presta http://flickr.com/photos/presta/101334755/ NewMindSpace Pillow fight Flash Mob NYC
  4.  
    • Costs: People time, all other costs insignificant
    • Positive ROI of executive blogging (200k/year)
  5. Standard Corporate Blogging, nowadays a no-brainer.
  6. New Trends, video segments and user-generated video (If BYO don’t forget to make it linkable, embedable)
  7.  
  8. 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
  9. 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
  10.  
  11. 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
  12. Disruptive Marketing: The Specialized Angel 1,125 blog posts 260k google hits 53 facebook group members http://www.flickr.com/photos/kwc/127795364/
  13. 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
  14. 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
  15. 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)
  16. “ One of those stupid little floor polishing droids almost just tripped me. The Death Star R&D department will pay dearly for this” - darthvader
  17. 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/

+ thomas.purvesthomas.purves, 3 years ago

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