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.

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)

  1. Social media and the new conversations of e-commerce Thomas Purves, April 22, 2007 More: 3rd Annual Visa E-Commerce Summit Toronto, On
  2. <ul><li>Customers are getting smarter </li></ul><ul><li>Capturing attention is getting harder </li></ul><ul><li>Costs of production are dropping but also reducing barriers to entry </li></ul><ul><li>For e-commerce, constant innovation is key to survival </li></ul><ul><li>New Gatekeepers emerging: iTunes, google etc. </li></ul><ul><li>Network effects matter (more than ever) … how strong is your community? </li></ul>
  3. If, right now, all of your customers could be having a great big conversation with each other… Photo by denkrahm
  4. What might they say? Photo by presta NewMindSpace Pillow fight Flash Mob NYC
  6. <ul><li>Costs: People time, all other costs insignificant </li></ul><ul><li>Positive ROI of executive blogging (200k/year) </li></ul>
  7. Standard Corporate Blogging, nowadays a no-brainer.
  8. New Trends, video segments and user-generated video (If BYO don’t forget to make it linkable, embedable)
  10. 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
  11. It turns out, the kids are crazy for Linux. (but consider, how representative is the audience?)
  12. <ul><li>NCIX managing Many, many SKU’s </li></ul><ul><li>User community helps maintain product info, upload images, post reviews, discuss and recommend hardware </li></ul><ul><li>Active users rewarded with “points” as recognition and redeemable for product </li></ul>
  14. Photo by Brian Oberkirch, by way of “ Crazy Awesome” “ Sorta Awesome” “ Crazy Awesome” <ul><li>SkinnyCorp and Threadless </li></ul><ul><li>Entirely community-centric model </li></ul><ul><li>From Sorta Awesome to Crazy Awesome in just a few years </li></ul><ul><li>Other lessons: sellT-shirts </li></ul>
  15. Disruptive Marketing: The Specialized Angel 1,125 blog posts 260k google hits 53 facebook group members
  16. Chris Matthews, Specialized’s Marketing Guru <ul><li>Over 10,000 members in 5 months (all demographics) </li></ul><ul><li>Premium membership: $50 </li></ul><ul><li>Combines online + offline experiences. </li></ul><ul><li>Metrics are an issue </li></ul><ul><li>Connects dealer network as well as riders. </li></ul><ul><li>100% positive feedback </li></ul>
  17. Sample Ride Profile Page <ul><li>Value to Community </li></ul><ul><li>Find rides in your area </li></ul><ul><li>Socialize with fellow riders </li></ul><ul><li>Learn about the sport </li></ul><ul><li>Post pictures, journal entries, rider and bike profiles </li></ul><ul><li>The secret: letting customers talk to each other </li></ul>
  18. <ul><li>I’d never heard of “Blendtech”, but how could you *not* want to see what happens with iPod in a blender, or: </li></ul><ul><ul><li>hockey pucks </li></ul></ul><ul><ul><li>Light bulbs </li></ul></ul><ul><ul><li>Glowsticks? </li></ul></ul><ul><li>Ipod in a blender: 3.3 Million views </li></ul><ul><li>I really want this blender </li></ul>
  19. <ul><li> </li></ul><ul><li>Mashing up travel data </li></ul><ul><li>Standards, APIs, and data accessibility allow for sometimes great stuff </li></ul><ul><li>The sematic web is an ecosystem </li></ul>
  20. <ul><li>New media Trends to Watch </li></ul><ul><li>The consumer controls the format, the channels </li></ul><ul><li>Email is dying, static web content is dead already </li></ul><ul><li>RSS goes mainstream, feedburner gives you metrics, is the glue for everything </li></ul><ul><li>Social presence: status updates, twitter, jaiku, plazes </li></ul>
  21. Source: Mad dog in the fog Conceptual Vision of Twitter as a Marketing Channel . What realtime status updates could drive value for your customers? <ul><li>Key Early players in Social Presence: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Facebook </li></ul><ul><li>Plazes, </li></ul><ul><li>(this list will change) </li></ul>
  22. “ One of those stupid little floor polishing droids almost just tripped me. The Death Star R&D department will pay dearly for this” - darthvader
  23. 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
  24. <ul><li>Support open standards (microformats, rss, mashability) </li></ul><ul><li>Love your 1% </li></ul><ul><li>Be authentic </li></ul><ul><li>Take a chance, let your community run with it. </li></ul><ul><li>Be awesome </li></ul>Photo credit: shiny red type