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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)


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

Published in Business , Technology
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  • 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.
    • 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?
  • 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
  • 5.  
  • 6.
    • Costs: People time, all other costs insignificant
    • Positive ROI of executive blogging (200k/year)
  • 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)
  • 9.  
  • 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.
    • 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
  • 13.  
  • 14. Photo by Brian Oberkirch, by way of “ 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
  • 15. Disruptive Marketing: The Specialized Angel 1,125 blog posts 260k google hits 53 facebook group members
  • 16. 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
  • 17. 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
  • 18.
    • 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
  • 19.
    • Mashing up travel data
    • Standards, APIs, and data accessibility allow for sometimes great stuff
    • The sematic web is an ecosystem
  • 20.
    • 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
  • 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?
    • Key Early players in Social Presence:
    • Facebook
    • Plazes,
    • (this list will change)
  • 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.
    • 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