The Social Web

Kensington Close Hotel, 11th March 2010

Gavin Williams

Social Commerce

• Social Bridging• Collaborative Shopping• Persona Based Filtering• Social Shopping• Social Media Storefronts

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Dear Head of Customer Services,

From now on, I want you to come and find me when I have a problem.

Kind Regards

Your Customer

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Dear Corporate Britain,

We know how you do it!! We may be lunatics, but this is now our asylum.

Kind Regards

Your Customerswww.facebook.com/lunatics

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The Social Web For Business

• It’s always about the customer..– They want to talk to you– They want to talk to their friends about you– They want to talk to people they’ve never met

before about you

• Oh and…– They want to write about you– They want to publish videos about you– They want to write reviews about you

COLLECTORS CRITICS

CREATORSCAMPAIGNJOINERS

SPECTATORS

1 - Who is my Community?

Dear Shop Manager,

Why is it that the people you pay to talk to me earn the least amount of money in your shop?

Kind Regards

Your Customer

LibertyDaniel: DON'T get your legs out for the lads...http://bit.ly/iS4Wn

LibertyDaniel @montyknits Guess what I'm holding in my hand, I'll give you a clue...it's just come back in and has bows

Montyknits @LibertyDaniel yayyyy! :) now, when can i get down? running a knitting class in covent garden on sunday....

LibertyDaniel @montyknits I'm about to sort out the stock on the website, so you can do it online if that's any easier?? I can just send you the new link

Montyknits @libertydaniel @libertylondon o pretty, pretty bows... http://www.montyknits.blogs... now off to show them off...!

LibertyDaniel @montyknits Yes! you got them, well done!

Montyknits @LibertyDaniel argh! all black bows gone! managed to slip in last night before going out to dinner. bare legs or boring black it is then...

LibertyDaniel @montyknits gutted! the black ones with the gold bows, yeah? if you can wait til Tues - i'll see if we can find you a pair??

Montyknits @LibertyDaniel yea! too late for the party, but will just give me an excuse to throw one myself! :) ta muchly

LibertyDaniel @montyknits Good weekend? I've just had a word with the buyer - we are out of stock, but they've been re-ordered - should be 7-10 days...

Montyknits @LibertyDaniel thank you so much for that, am in france this weekend, so no need for tights anyway! will be at the front of the q nxt wk...

LibertyDaniel @montyknits no worries, I'll tweet you when they're in

Turning a Conversation into a Transaction

Who is Speaking For You?

Dear Friends (and friends I’ve yet to meet),

This is who I am. This is what I do. This is what I stand for

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Your friendP.S. Does my bum look big in this?

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Dear Winemaker,

I’m really sorry about the hailstorm that wiped out your crop. Please know that you have my support and I look forward to my next case of wine.

Hic.

Your Angel

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Dear Marketing Director,

You’ve now lost control of your brand.

Kind Regards

Your Customer

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Dear Head of E-Commerce,

I visited your site this morning and I almost lost the will to live.

I really enjoy buying your products. Clearly you don’t enjoy selling them to me.

Kind Regards

Your Customer

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Pssst? You wanna be in my Gang?

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Dear Fat American Tourist,

Go on a diet before you post another hotel review

Regards

Slim Jim42

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Dear Fascist Bullyboy,

You f@@@@@g B*******S. I know where you live.

Kind Regards

Mr Activist

Social Commerce

• Social Bridging• Collaborative Shopping• Persona Based Filtering• Social Shopping• Social Media Storefronts

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The Real Challenge

• The Readiness of our Management teams to endorse and then engage

• Hierarchical control cultures?• Our marketing agencies• Our current skill set

• gavin@gavin-williams.com• www.gavin-williams.com• Linkedin.com/Gavin07williams• @wineoftheweek• skype: gavino14