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

<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>

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/

What might they say? Photo
by presta http://flickr.com/photos/presta/101334755/ NewMindSpace Pillow fight Flash Mob NYC

<ul><li>Costs: People time, all other
costs insignificant </li></ul><ul><li>Positive ROI of executive blogging (200k/year) </li></ul>

Standard Corporate Blogging, nowadays a
no-brainer.

New Trends, video segments and
user-generated video (If BYO don’t forget to make it linkable, embedable)

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

It turns out, the kids
are crazy for Linux. (but consider, how representative is the audience?)

<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>

Photo by Brian Oberkirch, by
way of Davidcrow.ca “ 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>

Disruptive Marketing: The Specialized Angel
1,125 blog posts 260k google hits 53 facebook group members http://www.flickr.com/photos/kwc/127795364/

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>

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>

<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>

<ul><li>Kayak.com </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>

<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>

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? <ul><li>Key Early players in Social Presence: </li></ul><ul><li>Twitter.com </li></ul><ul><li>Jaiku.com </li></ul><ul><li>Facebook </li></ul><ul><li>Plazes, Last.fm </li></ul><ul><li>(this list will change) </li></ul>

“ One of those stupid
little floor polishing droids almost just tripped me. The Death Star R&D department will pay dearly for this” - darthvader

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

<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 http://flickr.com/photos/shinyredtype/169168887/