如何建设公众信任的传媒social media the importance of communities and how to get one.ppt

Social media and the new conversations of e-commerce Thomas Purves, April 22, 2007 3rd Annual Visa E-Commerce Summit Toronto, On 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? If, right now, all of your customers could be having a great big conversation with each other… Photo by denkrahm /photos/station_nord What might they say? Photo by presta /photos/presta/101334755/ NewMindSpace Pillow fight Flash Mob NYC Costs: People time, all other costs insignificant Positive ROI of executive blogging (200k/year) 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)  /supportforums/ cprieto87 Bronze Posts: 2 Registered: 04-18-2007 Viewed 1011 timess Koaz:? Youre 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 Great, so long as you don’t mind quite how they phrase it. It turns out, the kids are crazy for Linux. (but consider, how representative is the audience?) 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 Photo by Brian Oberkirch, by way of Davidcrow.ca “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 Disruptive Marketing: The Specialized Angel 1,125 blog posts 260k google hits 53 facebook group members /photos/kwc/127795364/