Sherrie Rohde - MM14NL
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Transcript of Sherrie Rohde - MM14NL
Sherrie RohdeBuilding Communities in eCommerce
• Rebellion Media• Community + UX
Lead• @sherrierohde
What is community?
com·mu·ni·tykəˈmyo�onitē/noun
a feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals.
Community is a vertical relationshipbetween a brand/organization
and its customers/users.
Community is also a horizontal relationship amongst a brand or organization’s customers/users.
What does this look like in eCommerce?
Why does community matter for eCommerce?
User Generated Content (UGC) &
Social Proof
54% of adult internet users
post original photos or videos onlinethat they themselves have created.
[Source: Pew Research, 2013]
51% of Americans trust UGC
more than other informationon a company’s website.
[Source: Bazaar Voice, 2012]
Why not leverage this?
Your competitors are.
Let’s throw in someproduct context.
How can we implementthis for more
products?
71% agree that consumer reviewsmake them more comfortable
that they are buying the right product. [Source: PeopleClaim.com]
Let’s take those reviews one step
further.
We all love to be experts.
Why not let yourcustomers Q&A?
What if you allow them to show off their
style?
Be creative.
Think aboutyour customers.
Are they already talking?
Listen to them.
Community can also provide market
research.
Community is not“one size fits all.”
RememberRent the Runway?
What do other womenlike me think aboutthis dress?
How many othershave shared withtheir networks?
What do women likeme look like inthis dress?
What do women likeme look like inthis dress?
What do women likeme think ofthis dress?
Social Proof and User Generated Content
work well for them.
Market Research doesn’t apply in their
case.
Look at yourbusiness objectives.
Define target behaviors that work
towards your business goals.
Is one of your goals to increase referrals?
Ask your community to share your products,
but give them a reason to.
If they can upload their own photo of
your product, they’ll want to share being
“published.”
If they see a question, they’ll be inclined to help crowdsource the
answer via their networks.
If they are featured as an expert, they are
going to want to share that honor.
Let’s recap.
Community is tying a brand together with its customers and
connecting them with each other.
This benefits a brand through user
generated content, social proof and market research.
Every community is unique. Listen to your customers to find out what they need from
you.
Don’t forget to tie your community’s target
behaviors toyour business goals.
Have fun. :)
Thank you!Any questions?
sherrierohde