Post on 18-Oct-2014
description
Hi! I’m Jess Lee POLYVORE CEO & CO-FOUNDER /
GOOGLE MAPS PM / STANFORD CS /
MANGA / DRAWING / BACON / jessyoko.com @jesskah
CONFIDENTIAL
Community + Content + Commerce • Why Commerce + Content + Community Matters • Building Community • Cultivating Content • Driving Commerce • Q&A
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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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Inspiration & Discovery
Information
Comparison
Buy
Inspiration & Discovery
Information
Comparison
Buy
ELECTRONICS COMMERCE
Requires Information LIFESTYLE
COMMERCE Requires Inspiration
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Inspiration requires CONTENT
Inspiration & Discovery
Information
Comparison
Buy
LIFESTYLE COMMERCE
Requires Inspiration
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TRAVEL
⌃
LOCAL
⌃
⌃
LIFESTYLE
The Evolution of Content Offline à Online Editorial à UGC
Content requires COMMUNITY
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COMMERCE Requires Inspiration COMMERCE
CONTENT COMMUNITY
Inspiration requires CONTENT
Content requires COMMUNITY
P O L YV O R E
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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
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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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
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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Your Community’s Success is Your Success • OFFER THEM
UNIQUE EXPERIENCES TO HELP THEIR CAREERS
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Your Community’s Success is Your Success • OFFER THEM
UNIQUE EXPERIENCES TO HELP THEIR CAREERS
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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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Build Self-Sustaining Feedback Loops • SOCIAL FEEDBACK • RANKING ALGORITHMS
Feedback Loop
Create content
Receive ♥
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Good, clean data is king Personalization provides a huge lift Build great tools for brands & retailers
3 TIPS ON DRIVING
COMMERCE
CONFIDENTIAL
Good, Clean Data is King • TRAINING DATA • MACHINE LEARNING CLASSIFIERS • EVAL TOOLS • MECHANICAL TURK API
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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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Build Great Tools for Brands & Retailers • GIVE ADVERTISERS CONTROLS
OVER THEIR TRAFFIC
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