sherrie rohde - mm14nl

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Building Communities Communities aren’t new but as the topic gains traction it’s important to know how to apply them to business objectives. Taking a look at connecting with your customers through building an ecommerce community, it’s possible to see the benefits of community through brand advocates, user generated content, market research and social proof.

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Sherrie RohdeBuilding Communities in eCommerce

• Rebellion Media• Community + UX

Lead• @sherrierohde

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What is community?

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com·mu·ni·tykəˈmyo�onitē/noun

a feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals.

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Community is a vertical relationshipbetween a brand/organization

and its customers/users.

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Community is also a horizontal relationship amongst a brand or organization’s customers/users.

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What does this look like in eCommerce?

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Why does community matter for eCommerce?

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User Generated Content (UGC) &

Social Proof

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54% of adult internet users

post original photos or videos onlinethat they themselves have created.

[Source: Pew Research, 2013]

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51% of Americans trust UGC

more than other informationon a company’s website.

[Source: Bazaar Voice, 2012]

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Why not leverage this?

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Your competitors are.

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Let’s throw in someproduct context.

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How can we implementthis for more

products?

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71% agree that consumer reviewsmake them more comfortable

that they are buying the right product. [Source: PeopleClaim.com]

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Let’s take those reviews one step

further.

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We all love to be experts.

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Why not let yourcustomers Q&A?

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What if you allow them to show off their

style?

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Be creative.

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Think aboutyour customers.

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Are they already talking?

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Listen to them.

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Community can also provide market

research.

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Community is not“one size fits all.”

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RememberRent the Runway?

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What do other womenlike me think aboutthis dress?

How many othershave shared withtheir networks?

What do women likeme look like inthis dress?

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What do women likeme look like inthis dress?

What do women likeme think ofthis dress?

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Social Proof and User Generated Content

work well for them.

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Market Research doesn’t apply in their

case.

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Look at yourbusiness objectives.

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Define target behaviors that work

towards your business goals.

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Is one of your goals to increase referrals?

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Ask your community to share your products,

but give them a reason to.

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If they can upload their own photo of

your product, they’ll want to share being

“published.”

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If they see a question, they’ll be inclined to help crowdsource the

answer via their networks.

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If they are featured as an expert, they are

going to want to share that honor.

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Let’s recap.

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Community is tying a brand together with its customers and

connecting them with each other.

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This benefits a brand through user

generated content, social proof and market research.

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Every community is unique. Listen to your customers to find out what they need from

you.

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Don’t forget to tie your community’s target

behaviors toyour business goals.

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Have fun. :)

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Thank you!Any questions?

sherrierohde

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