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Social media and online commerce. Cunning Title. Thomas Purves, April 22, 2007 . Table of Contents. Cases Dell ideastorm (great massive response, but selection bias for sure) Specialized bycicles Rider’s club

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    1. Social media and online commerce Cunning Title Thomas Purves, April 22, 2007

    2. Table of Contents • Cases • Dell ideastorm (great massive response, but selection bias for sure) • Specialized bycicles Rider’s club • • Flyer talk and other forums ( evening information asymmetry), harder if you’re not making leading products, but makes customers happy. Need, want, validation (rationalize buyers remorse) • Microsoft/scoble • JPG magazine, and threadless • Apple most talked about, but lathery predictions (meh) • • What social media means, requires/demands • -transparency, accountability, trust and fun , authenticity • Changing media, email is dying as a consumer medium, will hold out a little while long in business but business will go the same way: mass media shifting, blogs, social networking (facebook), social presence, IM and SMS • Consumers are wary and oversaturated by advertising. Just trust each other, blogs hold a lot of sway even though reach of each blog is small. Physical online/offline presence helps. • Savviest customers hardest to reach (but are these the most important?) new, shifting gatekeepers • But everything is googleable. Control google’s perspective of you (meh) • 3 spheres of social media, inter/extra/intra net zones • Answer this question: If your customers could talk to each other, what would they say? • What about age and gender difference? I dunno • Things to do with social media: promotion, self-service, co-creation and product dev • Communities are becoming common, get in there in the niches before others so (land grab, like domains in the 90s meh) so thank and appreciate your users. Thank them and thank them again. • Rapid and agile development, costs for building communities though talent and real exp are rarer

    3. If all of your customers were talking to each other, right now…

    4. What would they say?

    5. 3 models of leveraging community • Promotion • Specialized • Self-support • NCIX • Peer-production • • Dell IdeaStorm • Threadless • JPG Magazine

    6. Specialized Rider’s Club • Questions for Chris – lessons learned, uptake, membership #’s (thousands, what does this represent of customers, cyclists), for dealers as well as end customers • Over 10,000 members in 5 months since launch • Online/offline experience. Signup and activity online/offline • Metrics are an issue, quality of users not just quantity. Brandbuilding and loyalty – hard to measure in the short term. Opt out vs opt in • Connects dealers as well as riders. Community centers around dealers and riders • What it does show a profile • Cutting across all demographics. Not just the young. Pple take to it naturally • If your customers could talk to each other what would they say?

    7. Dell: blog

    8. Dell Support Forums

    9. Dell: Ideastorm

    10. • Presales support • Many, many sku’s • User’s maintain product info, upload images, discuss and recommend hardware • Active users rewarded with “points” as recognition and redeemable for product

    11. Dell blog • Post reply to idea storm ideas

    12. Email is for old people • New media • RSS goes mainstream, feedburner gives you metrics, is the glue for everything • Social presence: status updates, twitter, jaiku, plazes

    13. Marketing is a conversation (megaphone picture) • A many sided conversation (social hostess pic) • Gardening (garden pictures)


    15. GM Blogging and Flickr • Costs: People time, all other costs insignificant • Positive ROI of executive blogging (200k/year)

    16. Internet Communities includingend customers,stakeholders, public Extranet Intranet Communities includingbusiness & channel partners, etc Communities ofemployees.

    17. Twitter Mad dog in the fog


    19. Specialized

    20. Specialized Angel

    21. You Customers might provide even better support than you can

    22. Do! • Support open standards (microformats, rss, mashability) • Love your 1% • Be authentic • Take a chance, let your community be in charge