MivaCon 2014 Breakout Session: Social Communities: Diamonds in the Rough Presented by Gillian Muessig

1. Social Communities
GILLIAN MUESSIG

2. eCommerce 1.0
product quality – return policies – solo experience

3. eCommerce 2.0
review/compare – COD – delivery speed
easy returns – social outreach

4. eCommerce 3.0
brand communities – personalized experience
social shopping – responsive sites

6. If social commerce…
Then social communities
If / then…

7. These are not communities

8. Social Platforms

9. Nature of Communities

10. You know you want one

11. Shared Values

12. Shared Goals

13. Shared Experience

14. Shared Experience

15. Shared experience trumps the other
two by a country mile

16. The more intense the experience, the
stronger the community ties bind

17. Apply it to ecommerce

18. Portable – Personal - Participatory

19. Pinterest was born for you

20. Isitayes app

21. Personalization requires exclusivity

22. Finding Raving Fans

23. How to ID raving fans
Buy from you
Buy often
Buy lots
By high ticket items
Possibly all of the above…..
Tell their friends

24. Finding diamonds on social platforms

25. Finding diamonds in niche markets

26. Find other common ground
It’s not about you

27. Create targeted content

28. Human branding

29. Icon branding

30. Gamification

31. Exclusivity breeds desire

32. …where people know your name

33. Incentivize sharing

34. Incentive is about more than cash

35. Help!

36. Recap
• Tight niche markets
• ID your buyers who share
• Find interests OTHER than your product
• Create content relevant to your buyer
but not about your product
• Incentive sharing

37. Community-building tactics
Blogs + Blogging
Comment Marketing
News/Media/PR
SEO
Social Networks
Word of MouthQ+A Sites
Forums
Online Video
Podcasting
Webinars
Research/White Papers
Infographics
Social Bookmarking
INBOUND MARKETING!
(AKA “free” traffic sources)
Direct/Referring Links
Type-In Traffic
Email

38. Thank you!
Gillian Muessig
Anne Kennedy
Outlines Venture Group