"content, data & personalization," polyvore >> jess lee
DESCRIPTION
COMMUNITY ORGANIZING: CONTENT, DATA & PERSONALIZATION, Jess Lee, Co-Founder & CEO, PolyvoreTRANSCRIPT
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JESS LEE, POLYVORE CEO @ COMMERCISM MARCH 2014
Commerce + Content + Community
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Hi! I’m Jess Lee POLYVORE CEO & CO-FOUNDER /
GOOGLE MAPS PM / STANFORD CS /
MANGA / DRAWING / BACON / jessyoko.com @jesskah
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POLYVORE IS A NEW WAY
to discover and shop for things you love
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CONFIDENTIAL
Community + Content + Commerce • Why Commerce + Content + Community Matters • Building Community • Cultivating Content • Driving Commerce • Q&A
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CONFIDENTIAL
Commerce + Content + Community
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CONFIDENTIAL
Things you need
Inspired by trends, celebs, brands
Things you want
The Evolution of E-Commerce ELECTRONICS ($56B) LIFESTYLE ($79B)
Huge # of SKUs Small # of SKUs
Research specs, reviews, value
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CONFIDENTIAL
Inspiration & Discovery
Information
Comparison
Buy
Inspiration & Discovery
Information
Comparison
Buy
ELECTRONICS COMMERCE
Requires Information LIFESTYLE
COMMERCE Requires Inspiration
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CONFIDENTIAL
Inspiration requires CONTENT
Inspiration & Discovery
Information
Comparison
Buy
LIFESTYLE COMMERCE
Requires Inspiration
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CONFIDENTIAL
TRAVEL
⌃
LOCAL
⌃
⌃
LIFESTYLE
The Evolution of Content Offline à Online Editorial à UGC
Content requires COMMUNITY
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CONFIDENTIAL
COMMERCE Requires Inspiration COMMERCE
CONTENT COMMUNITY
Inspiration requires CONTENT
Content requires COMMUNITY
P O L YV O R E
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CONFIDENTIAL 11
COMMUNITY
Influencers & Shoppers 20M USERS
COMMERCE
Of Sales & Customers TOP DRIVER
CONTENT
Created Monthly 4M SETS
Facebook 56%
Polyvore 33%
Pinterest 11%
0%
% SOCIAL COMMERCE SALES SOURCE: RICHRELEVANCE SEP 2013
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CONFIDENTIAL
Building Community
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CONFIDENTIAL
Build community into your culture & DNA Communicate authentically with your community Your community’s success is your success
3 TIPS ON BUILDING
COMMUNITY
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CONFIDENTIAL
Build Community into your Culture & DNA • COMPANY VALUES
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CONFIDENTIAL
Build Community into your Culture & DNA • NEW HIRE ORIENTATION
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CONFIDENTIAL
Build Community into your Culture & DNA • OFFICE DECOR
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CONFIDENTIAL
Communicate Authentically with your Community • ACT LIKE A HUMAN • SAY SORRY
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We’re so sorry about last night’s misfire. Due to
a caching bug, we accidentally turned on
experimental features…
We’re really upset that this upset everyone.
Thanks to everyone for your patience and love.
Love, The Polyvore Team
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CONFIDENTIAL
Communicate Authentically with your Community • ACT LIKE A HUMAN • SAY THANK YOU
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We want to take this opportunity to
thank the entire Polyvore community.
Every ounce of Polyvore’s success is a
credit to the creativity, passion and
unwavering love and support you bring
to the site everyday.
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CONFIDENTIAL
Communicate Authentically with your Community • EXPLAIN WHY • LISTEN
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CONFIDENTIAL
Your Community’s Success is Your Success • OFFER THEM
UNIQUE EXPERIENCES TO HELP THEIR CAREERS
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CONFIDENTIAL
Your Community’s Success is Your Success • OFFER THEM
UNIQUE EXPERIENCES TO HELP THEIR CAREERS
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CONFIDENTIAL
Cultivating Content
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CONFIDENTIAL
Use curation to set a good example Build self-sustaining feedback loops Use contests to reward top content creators
3 TIPS ON CULTIVATING
CONTENT
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CONFIDENTIAL
Use Curation to Set a Good Example • SEED WITH GOOD CONTENT • CURATE YOUR HOMEPAGE
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CONFIDENTIAL
Build Self-Sustaining Feedback Loops • SOCIAL FEEDBACK • RANKING ALGORITHMS
Feedback Loop
Create content
Receive ♥
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CONFIDENTIAL
Use Contests to Reward Top Content Creators • CONTESTS WITH
SOCIAL CRED
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CONFIDENTIAL 27
Use Contests to Reward Top Content Creators • CONTESTS WITH
COOL PRIZES
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CONFIDENTIAL
Driving Commerce
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CONFIDENTIAL
Good, clean data is king Personalization provides a huge lift Build great tools for brands & retailers
3 TIPS ON DRIVING
COMMERCE
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CONFIDENTIAL
Good, Clean Data is King • SHOPPERS DON’T WANT TO
CLICK ON BROKEN LINKS
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CONFIDENTIAL 31
Good, Clean Data is King • CRAWL SYSTEM • AUTOMATED CRAWLER
TRIAGE IN JIRA
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CONFIDENTIAL
Good, Clean Data is King • GOOD DATA IS THE
FOUNDATION FOR GOOD RECOMMENDATIONS
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CONFIDENTIAL
Good, Clean Data is King • TRAINING DATA • MACHINE LEARNING CLASSIFIERS • EVAL TOOLS • MECHANICAL TURK API
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CONFIDENTIAL
Personalization Provides a Huge Lift • EVEN THE SIMPLEST
PERSONALIZATION MAKES A DIFFERENCE
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+15% REVENUE LIFT FROM PRICE PERSONALIZATION
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CONFIDENTIAL
Build Great Tools for Brands & Retailers • BUILD DASHBOARDS TO
QUANTIFY YOUR VALUE
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CONFIDENTIAL
Build Great Tools for Brands & Retailers • GIVE ADVERTISERS CONTROLS
OVER THEIR TRAFFIC
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CONFIDENTIAL 37
BUILDING COMMUNITY
CULTIVATING CONTENT
DRIVING COMMERCE
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CONFIDENTIAL
Thanks! Questions?