This document discusses how companies need to empower consumers and employees in the Web 2.0 era. A major US retailer is blocking social media access internally, which the author believes is a mistake as it prevents engagement with customers. The author advocates overturning orthodoxies and letting consumer voices guide companies. The rest of the document outlines a strategy for the retailer to become "people powered" by leveraging social tools, communities, and continuous feedback to better connect with customers.

1. PEOPLE!
POWERED!
RETAIL 2007 !

2. <BLOG EXCERPT FROM
A “VOICE” IN THE CROWD>

3. “In case you haven’t been paying attention, the
Web 2.0 revolution is well underway.
Hyper-connected consumers now have the
power to influence the way companies do
business, apply significant pressure on political
issues, and even challenge censorship and legal
precedent ...WEB DEMOCRACY”

4. “So many companies are totally oblivious
to how the world is changing around them.
They see social tools as distractions and time
wasters. My company a major US retailer just
blocked access to Twitter from inside our
corporate network…”

5. “At a time when we need to be finding new ways to
engage with our customers and employees to
design better experiences for both, management is
focused internally on productivity and security.
Whether your executives like it (get it) or not,
your employees are having conversations with
each other and with your customers, and are doing
it under your company’s brand.”

6. “Overturn your Orthodoxies.
Let these voices show you the way.”
Doug Meachem
Good Corporate Ci3zen
Valued Employee
Recognized Blogger
VP of IT &
Innova3on Strategy

7. FROM:
A PRODUCT POWERHOUSE

8. TO:
A PEOPLE POWERED BRAND

9. COMMUNITY INTERACTIONS
COLLECTIVE WISDOM
COMMUNITY CONNECTIONS
CONTINUOUS FEEDBACK

10. USING:
TOOLS OF CHANGE
Employee & Associate
Conversations “MySpaces”/Communities
In-Store Tech & Signage
Conversational Apps
Consumer Blogs, Posts
Individual Stories
Recognized Influencers/Experts
Collected Emails & “Feeds”
Votes & Feedback Comment Features
Reco Engines
Online/Offline Ranks & Rates
Spending
Rewards For Participation & Authority
Personal Page Views and Transactions

11. COLLECTIVE POWERED WISDOM
Rewards:
Participation
Authority/Trust
Views/Sales
BLOGCASTING COMMUNITY MOBILE/SMS CUSTOMER
TECH-EXPERTS COMMERCE RATINGS REVIEWS
MyStore “Favorites” Vote
MyChannel Video Reviews

12. COMMUNITY CONNECTIONS
SCHEDULED
APPOINTEMENTS
TECH
CONCIERGE
PERFECT ASOCCIATE
TO CUSTOMER “MATCHES”
ASSOCIATE INFO ID
TAGS
PRODUCT EXPERTISE
PERSONALITY
LIFE
ONLINE-ASSOCIATE
PUBLIC PROFILES

13. CONTINUOUS FEEDBACK
ASSOCIATE RECOS & RATINGS REPORTS
PRODUCT PREVIEW EMAILS
Consumer “’Officials”
Customer “Inven?ons”
IN-STORE RECEIPT/
Group Idea Storms
DRIVE TO WEB SURVEY
VIP ACCESS:T&E
CONTENT & PRODUCT
“GENIUS”
INSTRUCTION
& EXPERTS

15. INTERACTIVE STEPS
Talk to Me, Act on Your Behalf Earn Your Business
We’ll Listen & Stay In Touch Increase Sales
LAUNCH
SUSTAIN
MAINTAIN
Personal
Building Proving Rela?onship
the Brand Value Trusted
Promise Resource
outfitting reinventing rewards humanizing e-commerce
technology connecting to others online to instore

16. HUMANIZING E‐COMMERCE
Outfitters Content
• Stories of People & Product (video)
• Creative Instruction – Tech in Life
• Outfit Your Life Tool
Real People –
Real “Face” Reviews
• Associate Recommends/ Employee Reviews
• Consumer Experts
Dynamic Ask An Associate
• Ask & Answer
• Consumer Experts
From Online to In-Store
In-Store to In-Home
• Online Recos into In-Store Signage
• In-Store Content to Take Home Mobile Media