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Building a Wine Community, by Snooth

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Building a Wine Community, by Snooth

  1. 1. Social Media & Commerce July 16-17, 2009 Napa Valley Marriott July 16-17, 2009 Napa Valley Marriott Philip James CEO, Snooth
  2. 2. Snooth - Powering wine online <ul><li>Award winning wine community/shopping </li></ul><ul><li>Partners include Yahoo, Time Inc, Conde Nast etc </li></ul><ul><li>150,000 registered users </li></ul><ul><li>10M uniques per month audience via API </li></ul>July 16-17, 2009 Napa Valley Marriott
  3. 3. Inverse-Groucho Marx <ul><li>How do you get the first member? </li></ul><ul><li>What’s the “value proposition”? </li></ul>“ I refuse to join any club that would have me as a member. ” - Groucho Marx July 16-17, 2009 Napa Valley Marriott
  4. 4. Community =/= Revenue <ul><li>Userbase is not strongly correlated with revenue: </li></ul><ul><li>The community governs itself </li></ul>July 16-17, 2009 Napa Valley Marriott Online Forums
  5. 5. Nurture and bake at 400 degrees <ul><li>Katerina Fake, Co-founder of Flickr welcomed the first 10,000 users by hand </li></ul><ul><li>Alder Yarrow of Vinography responds to every comment on his blog and emails every commenter a thank you </li></ul>July 16-17, 2009 Napa Valley Marriott
  6. 6. What IS community anyway? <ul><li>You don’t need to host your own community </li></ul><ul><li>Instead: </li></ul><ul><ul><li>Nurture your evangelizers </li></ul></ul><ul><ul><li>Give your fans the resources to promote you </li></ul></ul><ul><ul><li>Build trust and don’t abuse permissions </li></ul></ul><ul><ul><li>Migrate users up the value chain </li></ul></ul>July 16-17, 2009 Napa Valley Marriott
  7. 7. Social Media & Commerce July 16-17, 2009 Napa Valley Marriott July 16-17, 2009 Napa Valley Marriott Philip James Snooth [email_address]

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