如何建設(shè)公眾信任的傳媒socialmediatheim

BuildingCommunitySocialmediaandthenewconversationsofe-commerceThomasPurves,April22,2007

3rdAnnualVisaE-CommerceSummitToronto,OnSocialMediaisShiftingtheLandscapeCustomersaregettingsmarter

CapturingattentionisgettingharderCostsofproductionaredroppingbutalsoreducingbarrierstoentryFore-commerce,constantinnovationiskeytosurvivalNewGatekeepersemerging:iTunes,googleetc.Networkeffectsmatter(morethanever)…h(huán)owstrongisyourcommunity?BuildingCommunity…If,rightnow,allofyourcustomerscouldbehavingagreatbigconversationwitheachother…Photobydenkrahm/photos/station_nord/10340948/…needsonlytoansweronesimplequestionWhatmighttheysay?Photobypresta/photos/presta/101334755/NewMindSpacePillowfightFlashMobNYCThreeStagesofCommunityBasicStuff:Blogging,Flickraccountetc.Costs:Peopletime,allothercostsinsignificantPositiveROIofexecutiveblogging(200k/year)Dell:Peer-PromotionStandardCorporateBlogging,nowadaysano-brainer.Dell:Peer-PromotionNewTrends,videosegmentsanduser-generatedvideo(IfBYOdon’tforgettomakeitlinkable,embedable)DellPeer-SupportYouCustomersmightprovideevenbettersupportthanyoucan

/supportforums/cprieto87BronzePosts:2Registered:04-18-2007Viewed1011timessKoaz:

You'reaGOD!

IwashavingsimilarproblemwithrollingbackaVistamachinetoXP

-changedtheSATAdriveandvoilaXPloads!

Yeah-IcalledDellSupport,andtheywereuseless.confusedandbewilderedGreat,solongasyoudon’tmindquitehowtheyphraseit.Dell:Peer-ProductionItturnsout,thekidsarecrazyforLinux.(butconsider,howrepresentativeistheaudience?)NCIX.comNCIXmanagingMany,manySKU’sUsercommunityhelpsmaintainproductinfo,uploadimages,postreviews,discussandrecommendhardwareActiveusersrewardedwith“points”asrecognitionandredeemableforproductTThepowerofco-creationPhotobyBrianOberkirch,bywayofDavidcrow.ca“CrazyAwesome”“SortaAwesome”“CrazyAwesome”SkinnyCorpandThreadlessEntirelycommunity-centricmodelFromSortaAwesometoCrazyAwesomeinjustafewyearsOtherlessons:sellT-shirtsCreateSomethingtoTalkAboutDisruptiveMarketing:TheSpecializedAngel1,125blogposts260kgooglehits53facebookgroupmembers/photos/kwc/127795364/SocialExperiments:SpecializedRider’sClubChrisMatthews,Specialized’sMarketingGuruOver10,000membersin5months(alldemographics)Premiummembership:$50Combinesonline+offlineexperiences.MetricsareanissueConnectsdealernetworkaswellasriders.100%positivefeedbackSpecializedRider’sClubSampleRideProfilePageValuetoCommunityFindridesinyourareaSocializewithfellowridersLearnaboutthesportPostpictures,journalentries,riderandbikeprofilesThesecret:lettingcustomerstalktoeachotherAGreatStoryWillTellItselfI’dneverheardof“Blendtech”,buthowcouldyou*not*wanttoseewhathappenswithiPodinablender,or:hockeypucksLightbulbsGlowsticks?Ipodinablender:3.3MillionviewsIreallywantthisblenderOpenessiskeytofindabilityKMashinguptraveldataStandards,APIs,anddataaccessibilityallowforsometimesgreatstuffThesematicwebisanecosystemEmailisforoldpeopleNewmediaTrendstoWatchTheconsumercontrolstheformat,thechannels

Emailisdying,staticwebcontentisdeadalreadyRSSgoesmainstream,feedburnergivesyoumetrics,istheglueforeverything

Socialpresence:statusupdates,twitter,jaiku,plazesLookingAhead:SocialPresenceasaMarketingChannelSource:Maddoginthefog/blog/2007/03/21/the-future-of-twitter/ConceptualVisionofTwitterasaMarketingChannel.Whatrealtimestatusupdatescoulddrivevalueforyourcustomers?KeyEarlyplayersinSocialPresence:TJFacebookPlazes,Last.fm(thislistwillchange)DarthVaderisalreadyTwitting

(whyaren’tyou?)“Oneofthosestupidlittlefloorpolishingdroidsalmostjusttrippedme.TheDeathStarR&Ddepartmentwillpaydearlyforthis”-darthvaderSocialMedia,NotJustforMarketingAnymoreInternetWeb2.0Communitiesincluding

endcustomers,

stakeholders,publicChannel2.0Communitiesincluding

business&channel

partners,etcEnterprise2.0Communitiesof

employees.