如何建设公众信任的传媒socialmediatheim

Socialmediaandthenewconversationsofe-commerceThomasPurves,April22,20073rdAnnualVisaE-CommerceSummitToronto,OnCustomersaregettingsmarterCapturingattentionisgettingharderCostsofproductionaredroppingbutalsoreducingbarrierstoentryFore-commerce,constantinnovationiskeytosurvivalNewGatekeepersemerging:iTunes,googleetc.Networkeffectsmatter(morethanever)…howstrongisyourcommunity?If,rightnow,allofyourcustomerscouldbehavingagreatbigconversationwitheachother…Photobydenkrahm://flickr.com/photos/presta/101334755/NewMindSpacePillowfightFlashMobNYCCosts:Peopletime,allothercostsinsignificantPositiveROIofexecutiveblogging(200k/year)StandardCorporateBlogging,nowadaysano-brainer.NewTrends,videosegmentsanduser-generatedvideo(IfBYOdon’tforgettomakeitlinkable,embedable):2Registered:04-18-2007Viewed1011timessKoaz:You'reaGOD!IwashavingsimilarproblemwithrollingbackaVistamachinetoXP-changedtheSATAdriveandvoilaXPloads!Yeah-IcalledDellSupport,andtheywereuseless.confusedandbewilderedGreat,solongasyoudon’tmindquitehowtheyphraseit.Itturnsout,thekidsarecrazyforLinux.(butconsider,howrepresentativeistheaudience?)NCIXmanagingMany,manySKU’sUsercommunityhelpsmaintainproductinfo,uploadimages,postreviews,discussandrecommendhardwareActiveusersrewardedwith“points”asrecognitionandredeemableforproductPhotobyBrianOberkirch,bywayofDavidcrow.ca“CrazyAwesome”“SortaAwesome”“CrazyAwesome”SkinnyCorpandThreadlessEntirelycommunity-centricmodelFromSortaAwesometoCrazyAwesomeinjustafewyearsOtherlessons:sellT-shirtsDisruptiveMarketing:TheSpecializedAngel1,125blogposts260kgooglehits53facebookgroupmembers’sMarketingGuruOver10,000membersin5months(alldemographics)Premiummembership:$50Combinesonline+offlineexperiences.MetricsareanissueConnectsdealernetworkaswellasriders.100%positivefeedbackSampleRideProfilePageValuetoCommunityFindridesinyourareaSocializewithfellowridersLearnaboutthesportPostpictures,journalentries,riderandbikeprofilesThesecret:lettingcustomerstalktoeachotherI’dneverheardof“Blendtech”,buthowcouldyou*not*wanttoseewhathappenswithiPodinablender,or:•hockeypucks•Lightbulbs•Glowsticks?Ipodinablender:3.3MillionviewsIreallywantthisblenderKayak.comMashinguptraveldataStandards,APIs,anddataaccessibilityallowforsometimesgreatstuffThesematicwebisanecosystemNewmediaTrendstoWatchTheconsumercontrolstheformat,thechannelsEmailisdying,staticwebcontentisdeadalreadyRSSgoesmainstream,feedburnergivesyoumetrics,istheglueforeverythingSocialpresence:statusupdates,twitter,jaiku,plazesSource:Maddoginthefog:Twitter.comJaiku.comFacebookPlazes,Last.fm(thislistwillchange)“Oneofthosestupidlittlefloorpolishingdroidsalmostjusttrippedme.TheDeathStarR&Ddepartmentwillpaydearlyforthis”-darthvaderInternetWeb2.0Communitiesincludingendcustomers,stakeholders,publicChannel2.0Communitiesincludingbusiness&channelpartners,etcEnterprise2.0Communitiesofemployees.IntranetExtranetSupportopenstandards(microformats,rss,mashability)Loveyour1%BeauthenticTakeachance,letyourcommunityrunwithit.BeawesomePhotocredit:shinyredtype