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Leveraging Social
                               Technologies for
                               Ecommerce


                               21 January 2009
                               Dayna Bateman
                               Senior Strategic Analyst, Fry, Inc.

Commerce Without Compromise™
Commerce Without Compromise™




  Web 2.0 Has Changed Expectations
WEB 1.0                     WEB 2.0




                          Customer                Customer photos
                           Ratings                                  See who
                                                                       else
                                                                    liked this

                                       Product Reviews:
                                      I bought this for my
                                                                    Customers
                                      mom and she loves
                                                                     currently
                                          It because…
                                                                     shopping
                                                                      our site


                                                Others tagged
                                            this item as… forDad,
                                                   50sModern




                  © 2008 Fry, Inc.                                        Page 2
Commerce Without Compromise™



First generation web architectures were
Monolithic and Centralized
Characterized by:
  Hierarchical information architecture
  Deep drills, sprawling pages
  Closed systems
  Centralized administrative control
  One voice
  One story
  One perspective
  One Brand aspect


                        © 2008 Fry, Inc.                           Page 3
Commerce Without Compromise™




© 2008 Fry, Inc.                           Page 4
Commerce Without Compromise™



The Architecture of the Social Web
The architecture of the Social Web generates powerful link
equity and influence because it supports content creation,
collaboration and the sharing of information.




                         © 2008 Fry, Inc.                           Page 5
Commerce Without Compromise™



The Architecture of the Social Web
Several features of the social networking architecture
hold promise for online retailers:

  Information Streams
  Permalinks
  Folksonomy Tags
  Social Bookmarks & Lists
  More Voices
  More Stories
  A more complex and authentic Brand expression


                        © 2008 Fry, Inc.                           Page 6
Commerce Without Compromise™




© 2008 Fry, Inc.                           Page 7
Commerce Without Compromise™



Social Technologies Permeate the Web
 comScore MediaMetrix (August 2008)
  • Blogs: 77.7 million unique visitors in the US
  • Facebook: 41.0 million | MySpace 75.1 million
  • Total internet audience 188.9 million
 eMarketer (May 2008)
  • 94.1 million US blog readers in 2007 (50% of Internet users)
  • 22.6 million US bloggers in 2007 (12%)
 Universal McCann (March 2008)
  • 184 million WW have started a blog | 26.4 US
  • 346 million WW read blogs | 60.3 US
  • 77% of active Internet users read blogs

                                              Technorati: State of the Blogosphere 2008

                           © 2008 Fry, Inc.                                         Page 8
Commerce Without Compromise™




© 2008 Fry, Inc.                           Page 9
Commerce Without Compromise™




Information Streams and Permalinks




                   © 2008 Fry, Inc.                          Page 10
Commerce Without Compromise™




stream. n. In computing: a succession of data
elements made available over time.

permalink. n. A permanent link or URL that points
to a specific blog or forum entry after it has passed
from the front page to the archives.

Wikipedia




                      © 2008 Fry, Inc.                          Page 11
Commerce Without Compromise™



Information Streams
  Organized chronologically
  Freshness/Recency favored by Google
  Captures linked comments which further
  elevates link equity
  Frequently supported by RSS feeds

  Upside: Rapid search engine indexing
  and search engine rank (SER)
  Downside: Upkeep




                      © 2008 Fry, Inc.                          Page 12
Commerce Without Compromise™



Permalink
 Snapshots content mid-stream
 Provides an anchor in hyperspace
 for concentrated findability and search
 engine indexing

 Upside: Facilitates sharing, improves
 search engine indexing
 Downside: Few if any




                       © 2008 Fry, Inc.                          Page 13
Commerce Without Compromise™




© 2008 Fry, Inc.                          Page 14
Commerce Without Compromise™




© 2008 Fry, Inc.                          Page 15
Commerce Without Compromise™




© 2008 Fry, Inc.                          Page 16
Commerce Without Compromise™




© 2008 Fry, Inc.                          Page 17
Commerce Without Compromise™




The Blog as a Stream




                   © 2008 Fry, Inc.                          Page 18
Commerce Without Compromise™


The Landscape
26% of the Top
500 Retailers
are Blogging


 Share information
 about product
 releases

 Address consumer
 concerns

 Develop and
 promote their brand
 voice




                       © 2008 Fry, Inc.                          Page 19
Commerce Without Compromise™


Blog Elements
                                                      Clear
 Clear headlining                                   headlining
 Crosslinks
 Brevity for
 scannability
 Date stamped and
 organized
 chronologically
 Previous / Next
 navigation
 PERMALINK
 Identify authorship
 Tags




                       © 2008 Fry, Inc.                          Page 20
Commerce Without Compromise™


Blog Elements
 Clear headlining
 Crosslinks
 Brevity for
 scannability
 Date stamped and
 organized
 chronologically                     Crosslinks
 Previous / Next                    engage and
 navigation                            clarify
 PERMALINK
 Identify authorship
 Tags




                       © 2008 Fry, Inc.                                  Page 21
Commerce Without Compromise™


Blog Elements
 Clear headlining
 Crosslinks
 Brevity for
 scannability
 Date stamped and
 organized
 chronologically
 Previous / Next
 navigation
 PERMALINK
 Identify authorship
 Tags


                       Entries vary in
                        length, but
                       most are brief


                                  © 2008 Fry, Inc.                          Page 22
Commerce Without Compromise™


Blog Elements
 Clear headlining
 Crosslinks
 Brevity for
 scannability
 Date stamped and
 organized
 chronologically
 Previous / Next
 navigation
 PERMALINK
 Identify authorship
 Tags


                                          All entries date
                                              stamped



                       © 2008 Fry, Inc.                             Page 23
Commerce Without Compromise™


Blog Elements
 Clear headlining
 Crosslinks
 Brevity for
 scannability
 Date stamped and
 organized                                     Contextual
 chronologically                                navigation
                                              between posts
 Previous / Next
 navigation
 PERMALINK
 Identify authorship
 Tags




                       © 2008 Fry, Inc.                          Page 24
Commerce Without Compromise™


Blog Elements
 Clear headlining
 Crosslinks
 Brevity for
 scannability
 Date stamped and
 organized
 chronologically
 Previous / Next
 navigation
 PERMALINK
 Identify authorship
 Tags

                                           Permalink
                                          accompanies
                                           every post



                       © 2008 Fry, Inc.                                    Page 25
Commerce Without Compromise™


Blog Elements
 Clear headlining
 Crosslinks
 Brevity for
 scannability
 Date stamped and
 organized
 chronologically
 Previous / Next
 navigation
 PERMALINK
 Identify authorship
 Tags


                       Preferably link to
                        bio with photo



                           © 2008 Fry, Inc.                          Page 26
Commerce Without Compromise™


Blog Elements
 Clear headlining
 Crosslinks
 Brevity for
 scannability
 Date stamped and
 organized
 chronologically
 Previous / Next
 navigation
 PERMALINK
 Identify authorship
 Tags
                                                Tags create
                                                meaningful
                                              associations and
                                             provide link equity



                       © 2008 Fry, Inc.                            Page 27
category landing pgs
                                                                             Commerce Without Compromise™

                                                                                                 Swim
The Blog
Architecture
                                                                                                  Men
                                                             BLOG
  Leverage the blog    Email Campaign A                     Frequently
  architecture to                                       refreshed content
  support online                                          – daily, weekly
  marketing                                                                                     Women
  initiatives and                                       Posts are Tagged
  elevate search                                         for syndication
                       Email Campaign B
  engine rank
                                                             Posts are                         Shoes &
                                                            aggressively                      Accessories
  Post and archive                                       linked to landing
  Email campaigns                                       page and category
                       Email Campaign C                       content
                                                                                              Bags & Gear
  Promote Seasonal
  merchandise in
  blog posts that
  feed via RSS to
  site category                                                                                 Bedding
  landing pages

  Frequent posting
  can elevate Google                                                                           Clearance
  rank


                                          © 2008 Fry, Inc.                                                Page 28
shopcomposition.com                      Commerce Without Compromise™




                      © 2008 Fry, Inc.                          Page 29
shopcomposition.com                      Commerce Without Compromise™




                                                 Blog shares
                                                 home page
                                              screen real estate




                      © 2008 Fry, Inc.                          Page 30
Commerce Without Compromise™




Folksonomy Tags




                  © 2008 Fry, Inc.                          Page 31
Commerce Without Compromise™




folksonomy. n. The practice and method of
collaboratively creating and managing tags
to annotate and categorize content. Also
known as collaborative tagging, social
classification, social indexing, and social
tagging.

Wikipedia
http://en.wikipedia.org/wiki/Folksonomy




                                      © 2008 Fry, Inc.                          Page 32
Commerce Without Compromise™



Folksonomy Tags
 Natural language links created by
 community users

 Upside: Facilitates findability, discovery &
 keyword link equity; Free labor
 Risk: Tag Spam




                        © 2008 Fry, Inc.                          Page 33
Commerce Without Compromise™


What are social
tags?
  Created by the
  people for the
  people
  Can be created by
  merchants, too                            Most common
                                           tags shared for
  Extend the product
  story                                       selection
  Capture natural
  language – and
  emerging
  vernacular
  Are hyperlinked




                       © 2008 Fry, Inc.                          Page 34
Commerce Without Compromise™


What are social
tags?
  Created by the
  people for the
  people
  Can be created by
  merchants, too
  Extend the product
  story
  Capture natural
  language – and
  emerging
  vernacular
                                          Free text entry
  Are hyperlinked
                                           also invited




                       © 2008 Fry, Inc.                                     Page 35
Commerce Without Compromise™


Where do tags
appear?
 On product detail
 pages
 On customer
 created outfits                          User-generated
 On blog posts                           tags leveraged on
                                         the home page as
 On product reviews
                                             navigation
 Within site
 navigation




                      © 2008 Fry, Inc.                          Page 36
Commerce Without Compromise™


How are tags
used?
 For site navigation
                       See all photos
 For topical and
                          tagged
 seasonal
                        “crumpler”
 merchandising
 For widget
 propagation
 To support search
 engine optimization
 strategies




                                 © 2008 Fry, Inc.                          Page 37
Commerce Without Compromise™


How are tags
used?
 For site navigation
 For topical and
 seasonal
 merchandising
 For widget
 propagation
 To support search
 engine optimization
 strategies




                       © 2008 Fry, Inc.                          Page 38
Commerce Without Compromise™


How are tags
used?
 For site navigation
 For topical and
 seasonal
 merchandising
 For widget
 propagation
 To support search
 engine optimization
 strategies




                       © 2008 Fry, Inc.                          Page 39
Commerce Without Compromise™


Risks
 Tag spamming
 Unwieldy
 architectures




                 © 2008 Fry, Inc.                          Page 40
Commerce Without Compromise™


Risks
 Tag spamming
                                              Merchant
 Unwieldy
                                           controlled tags
 architectures
                                          discourage spam




                 © 2008 Fry, Inc.                          Page 41
Commerce Without Compromise™




Social Bookmarks & Lists




                   © 2008 Fry, Inc.                          Page 42
Commerce Without Compromise™
                                                 User controls title,
                                                     tags and
Born out of the                                    annotations
Del.icio.us
Bookmark Model
 Captures Title,
 Comments and
 Folksonomy Tags

 Generates natural
 language and
 Google-friendly
 permalink

 Links to others who
 have bookmarked
 the same item to
 facilitate affinity
 browsing

 Is public by default

                        © 2008 Fry, Inc.                          Page 43
Commerce Without Compromise™


Born out of the
Del.icio.us
Bookmark Model
 Captures Title,
 Comments and
 Folksonomy Tags

 Generates natural                        Affinity links
 language and                           identify others
 Google-friendly
                                       with like interests
 permalink

 Links to others who
 have bookmarked
 the same item to
 facilitate affinity
 browsing

 Is public by default

                        © 2008 Fry, Inc.                                    Page 44
Commerce Without Compromise™


Amazon is
pioneering lists
in online retail
  Using a common
  architecture to
  support multiple list
  types

  Creating
  community and
  improving product
  discovery by
  empowering
  customers to
  create content




                          © 2008 Fry, Inc.                          Page 45
Commerce Without Compromise™


Shared content
drives traffic
                                          Sharing created
                                           content is key
 Share by Email

 Post to blog

 Add a button to
 my web page

 Add a widget to
 my web page




                   © 2008 Fry, Inc.                          Page 46
Commerce Without Compromise™




Leveraging the Social Web Architecture




                    © 2008 Fry, Inc.                          Page 47
Commerce Without Compromise™


Introduce
Customer
Reviews

 Fresh content
 introduced
 daily
 Natural
 language
 keywords
 Engages the
 community of
 users




                 © 2008 Fry, Inc.                          Page 48
Commerce Without Compromise™


Surface Product
Metadata as
Tags

 Provide an
 alternate
 browse path
 Improve
 findability,
 discovery
 Consider
 permitting
 customer
 metatags




                  © 2008 Fry, Inc.                          Page 49
Commerce Without Compromise™


Enrich the
Customer Profile
  Elevate
  community
  activity to
  support
  findability
  Encourage
  individual
  voices; nurture
  influencers




                    © 2008 Fry, Inc.                          Page 50
Commerce Without Compromise™


Tap your vendors
for Social Web
Upgrades
  Indexed,
  searchable
  product
  reviews from
  Endeca
  Sort by social
  attributes
       Freshness
   •
       Helpful votes
   •
       Individual
   •
       Reviewer
       Rating
   •
       Reviewer’s
   •
       Age

                       © 2008 Fry, Inc.                          Page 51
Commerce Without Compromise™


Introduce public
favorites and lists
   Let account
   holders flag the
   items they love
   Default lists to
   public so that
   others can
   browse and
   discover




                      © 2008 Fry, Inc.                          Page 52
Commerce Without Compromise™


Deliver RSS
Content

 Identify the
 information
 streams of
 most value to
 your customers
 and deliver
 them via RSS
 subscriptioin




                  © 2008 Fry, Inc.                          Page 53
Commerce Without Compromise™


Blog

 Post content that
 is passionate,
 relevant and
 right now
 Cross-link to
 other blogs and
 sources of
 information
 Listen and
 respond
 Give them a
 reason to come
 back



                     © 2008 Fry, Inc.                          Page 54
Commerce Without Compromise™


Encourage
Sharing

 Support Self-
 Publishing – and
 product
 promotion
  • Social Notes
  • AddThis
  • Widget
                                            WYSIWYG
    Technologies
                                          widget creation
                                          draws on user-
                                          generated data




                    © 2008 Fry, Inc.                          Page 55
Commerce Without Compromise™


Participate

  Find your
  demographic
  and meet them
  where they live
       Facebook
   •
       StyleHive
   •
       MySpace
   •
       ThisNext
   •
       MyYearbook
   •
  Offer
  passionate,
  relevant, right-
  now content
  Listen and
  respond

                     © 2008 Fry, Inc.                          Page 56
Commerce Without Compromise™



 When it comes to Social
 Networking Sites Retailers should
 be asking How not When
  Social Networking: Should You Buy or Rent?
  Designing your Social Networking Profile Page
  An overview of the leading SNS, including:
   • Twitter
   • MySpace
   • Facebook
   • Social Shopping Sites ThisNext and
      StyleHive

  Bridget Fahrland, Executive Creative Director
  Dayna Bateman, Sr Strategic Analyst
  Fry, Inc.

  Internet Retailer: Guide to Retail Web Site
  Design & Usability, p. 40


© 2008 Fry, Inc.                                  Page 57
Commerce Without Compromise™




Commerce Without Compromise™




          © 2008 Fry, Inc.                          Page 58

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Ecommerce & the Social Web: Why it matters. What you can do.

  • 1. Leveraging Social Technologies for Ecommerce 21 January 2009 Dayna Bateman Senior Strategic Analyst, Fry, Inc. Commerce Without Compromise™
  • 2. Commerce Without Compromise™ Web 2.0 Has Changed Expectations WEB 1.0 WEB 2.0 Customer Customer photos Ratings See who else liked this Product Reviews: I bought this for my Customers mom and she loves currently It because… shopping our site Others tagged this item as… forDad, 50sModern © 2008 Fry, Inc. Page 2
  • 3. Commerce Without Compromise™ First generation web architectures were Monolithic and Centralized Characterized by: Hierarchical information architecture Deep drills, sprawling pages Closed systems Centralized administrative control One voice One story One perspective One Brand aspect © 2008 Fry, Inc. Page 3
  • 4. Commerce Without Compromise™ © 2008 Fry, Inc. Page 4
  • 5. Commerce Without Compromise™ The Architecture of the Social Web The architecture of the Social Web generates powerful link equity and influence because it supports content creation, collaboration and the sharing of information. © 2008 Fry, Inc. Page 5
  • 6. Commerce Without Compromise™ The Architecture of the Social Web Several features of the social networking architecture hold promise for online retailers: Information Streams Permalinks Folksonomy Tags Social Bookmarks & Lists More Voices More Stories A more complex and authentic Brand expression © 2008 Fry, Inc. Page 6
  • 7. Commerce Without Compromise™ © 2008 Fry, Inc. Page 7
  • 8. Commerce Without Compromise™ Social Technologies Permeate the Web comScore MediaMetrix (August 2008) • Blogs: 77.7 million unique visitors in the US • Facebook: 41.0 million | MySpace 75.1 million • Total internet audience 188.9 million eMarketer (May 2008) • 94.1 million US blog readers in 2007 (50% of Internet users) • 22.6 million US bloggers in 2007 (12%) Universal McCann (March 2008) • 184 million WW have started a blog | 26.4 US • 346 million WW read blogs | 60.3 US • 77% of active Internet users read blogs Technorati: State of the Blogosphere 2008 © 2008 Fry, Inc. Page 8
  • 9. Commerce Without Compromise™ © 2008 Fry, Inc. Page 9
  • 10. Commerce Without Compromise™ Information Streams and Permalinks © 2008 Fry, Inc. Page 10
  • 11. Commerce Without Compromise™ stream. n. In computing: a succession of data elements made available over time. permalink. n. A permanent link or URL that points to a specific blog or forum entry after it has passed from the front page to the archives. Wikipedia © 2008 Fry, Inc. Page 11
  • 12. Commerce Without Compromise™ Information Streams Organized chronologically Freshness/Recency favored by Google Captures linked comments which further elevates link equity Frequently supported by RSS feeds Upside: Rapid search engine indexing and search engine rank (SER) Downside: Upkeep © 2008 Fry, Inc. Page 12
  • 13. Commerce Without Compromise™ Permalink Snapshots content mid-stream Provides an anchor in hyperspace for concentrated findability and search engine indexing Upside: Facilitates sharing, improves search engine indexing Downside: Few if any © 2008 Fry, Inc. Page 13
  • 14. Commerce Without Compromise™ © 2008 Fry, Inc. Page 14
  • 15. Commerce Without Compromise™ © 2008 Fry, Inc. Page 15
  • 16. Commerce Without Compromise™ © 2008 Fry, Inc. Page 16
  • 17. Commerce Without Compromise™ © 2008 Fry, Inc. Page 17
  • 18. Commerce Without Compromise™ The Blog as a Stream © 2008 Fry, Inc. Page 18
  • 19. Commerce Without Compromise™ The Landscape 26% of the Top 500 Retailers are Blogging Share information about product releases Address consumer concerns Develop and promote their brand voice © 2008 Fry, Inc. Page 19
  • 20. Commerce Without Compromise™ Blog Elements Clear Clear headlining headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Previous / Next navigation PERMALINK Identify authorship Tags © 2008 Fry, Inc. Page 20
  • 21. Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Crosslinks Previous / Next engage and navigation clarify PERMALINK Identify authorship Tags © 2008 Fry, Inc. Page 21
  • 22. Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Previous / Next navigation PERMALINK Identify authorship Tags Entries vary in length, but most are brief © 2008 Fry, Inc. Page 22
  • 23. Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Previous / Next navigation PERMALINK Identify authorship Tags All entries date stamped © 2008 Fry, Inc. Page 23
  • 24. Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized Contextual chronologically navigation between posts Previous / Next navigation PERMALINK Identify authorship Tags © 2008 Fry, Inc. Page 24
  • 25. Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Previous / Next navigation PERMALINK Identify authorship Tags Permalink accompanies every post © 2008 Fry, Inc. Page 25
  • 26. Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Previous / Next navigation PERMALINK Identify authorship Tags Preferably link to bio with photo © 2008 Fry, Inc. Page 26
  • 27. Commerce Without Compromise™ Blog Elements Clear headlining Crosslinks Brevity for scannability Date stamped and organized chronologically Previous / Next navigation PERMALINK Identify authorship Tags Tags create meaningful associations and provide link equity © 2008 Fry, Inc. Page 27
  • 28. category landing pgs Commerce Without Compromise™ Swim The Blog Architecture Men BLOG Leverage the blog Email Campaign A Frequently architecture to refreshed content support online – daily, weekly marketing Women initiatives and Posts are Tagged elevate search for syndication Email Campaign B engine rank Posts are Shoes & aggressively Accessories Post and archive linked to landing Email campaigns page and category Email Campaign C content Bags & Gear Promote Seasonal merchandise in blog posts that feed via RSS to site category Bedding landing pages Frequent posting can elevate Google Clearance rank © 2008 Fry, Inc. Page 28
  • 29. shopcomposition.com Commerce Without Compromise™ © 2008 Fry, Inc. Page 29
  • 30. shopcomposition.com Commerce Without Compromise™ Blog shares home page screen real estate © 2008 Fry, Inc. Page 30
  • 31. Commerce Without Compromise™ Folksonomy Tags © 2008 Fry, Inc. Page 31
  • 32. Commerce Without Compromise™ folksonomy. n. The practice and method of collaboratively creating and managing tags to annotate and categorize content. Also known as collaborative tagging, social classification, social indexing, and social tagging. Wikipedia http://en.wikipedia.org/wiki/Folksonomy © 2008 Fry, Inc. Page 32
  • 33. Commerce Without Compromise™ Folksonomy Tags Natural language links created by community users Upside: Facilitates findability, discovery & keyword link equity; Free labor Risk: Tag Spam © 2008 Fry, Inc. Page 33
  • 34. Commerce Without Compromise™ What are social tags? Created by the people for the people Can be created by merchants, too Most common tags shared for Extend the product story selection Capture natural language – and emerging vernacular Are hyperlinked © 2008 Fry, Inc. Page 34
  • 35. Commerce Without Compromise™ What are social tags? Created by the people for the people Can be created by merchants, too Extend the product story Capture natural language – and emerging vernacular Free text entry Are hyperlinked also invited © 2008 Fry, Inc. Page 35
  • 36. Commerce Without Compromise™ Where do tags appear? On product detail pages On customer created outfits User-generated On blog posts tags leveraged on the home page as On product reviews navigation Within site navigation © 2008 Fry, Inc. Page 36
  • 37. Commerce Without Compromise™ How are tags used? For site navigation See all photos For topical and tagged seasonal “crumpler” merchandising For widget propagation To support search engine optimization strategies © 2008 Fry, Inc. Page 37
  • 38. Commerce Without Compromise™ How are tags used? For site navigation For topical and seasonal merchandising For widget propagation To support search engine optimization strategies © 2008 Fry, Inc. Page 38
  • 39. Commerce Without Compromise™ How are tags used? For site navigation For topical and seasonal merchandising For widget propagation To support search engine optimization strategies © 2008 Fry, Inc. Page 39
  • 40. Commerce Without Compromise™ Risks Tag spamming Unwieldy architectures © 2008 Fry, Inc. Page 40
  • 41. Commerce Without Compromise™ Risks Tag spamming Merchant Unwieldy controlled tags architectures discourage spam © 2008 Fry, Inc. Page 41
  • 42. Commerce Without Compromise™ Social Bookmarks & Lists © 2008 Fry, Inc. Page 42
  • 43. Commerce Without Compromise™ User controls title, tags and Born out of the annotations Del.icio.us Bookmark Model Captures Title, Comments and Folksonomy Tags Generates natural language and Google-friendly permalink Links to others who have bookmarked the same item to facilitate affinity browsing Is public by default © 2008 Fry, Inc. Page 43
  • 44. Commerce Without Compromise™ Born out of the Del.icio.us Bookmark Model Captures Title, Comments and Folksonomy Tags Generates natural Affinity links language and identify others Google-friendly with like interests permalink Links to others who have bookmarked the same item to facilitate affinity browsing Is public by default © 2008 Fry, Inc. Page 44
  • 45. Commerce Without Compromise™ Amazon is pioneering lists in online retail Using a common architecture to support multiple list types Creating community and improving product discovery by empowering customers to create content © 2008 Fry, Inc. Page 45
  • 46. Commerce Without Compromise™ Shared content drives traffic Sharing created content is key Share by Email Post to blog Add a button to my web page Add a widget to my web page © 2008 Fry, Inc. Page 46
  • 47. Commerce Without Compromise™ Leveraging the Social Web Architecture © 2008 Fry, Inc. Page 47
  • 48. Commerce Without Compromise™ Introduce Customer Reviews Fresh content introduced daily Natural language keywords Engages the community of users © 2008 Fry, Inc. Page 48
  • 49. Commerce Without Compromise™ Surface Product Metadata as Tags Provide an alternate browse path Improve findability, discovery Consider permitting customer metatags © 2008 Fry, Inc. Page 49
  • 50. Commerce Without Compromise™ Enrich the Customer Profile Elevate community activity to support findability Encourage individual voices; nurture influencers © 2008 Fry, Inc. Page 50
  • 51. Commerce Without Compromise™ Tap your vendors for Social Web Upgrades Indexed, searchable product reviews from Endeca Sort by social attributes Freshness • Helpful votes • Individual • Reviewer Rating • Reviewer’s • Age © 2008 Fry, Inc. Page 51
  • 52. Commerce Without Compromise™ Introduce public favorites and lists Let account holders flag the items they love Default lists to public so that others can browse and discover © 2008 Fry, Inc. Page 52
  • 53. Commerce Without Compromise™ Deliver RSS Content Identify the information streams of most value to your customers and deliver them via RSS subscriptioin © 2008 Fry, Inc. Page 53
  • 54. Commerce Without Compromise™ Blog Post content that is passionate, relevant and right now Cross-link to other blogs and sources of information Listen and respond Give them a reason to come back © 2008 Fry, Inc. Page 54
  • 55. Commerce Without Compromise™ Encourage Sharing Support Self- Publishing – and product promotion • Social Notes • AddThis • Widget WYSIWYG Technologies widget creation draws on user- generated data © 2008 Fry, Inc. Page 55
  • 56. Commerce Without Compromise™ Participate Find your demographic and meet them where they live Facebook • StyleHive • MySpace • ThisNext • MyYearbook • Offer passionate, relevant, right- now content Listen and respond © 2008 Fry, Inc. Page 56
  • 57. Commerce Without Compromise™ When it comes to Social Networking Sites Retailers should be asking How not When Social Networking: Should You Buy or Rent? Designing your Social Networking Profile Page An overview of the leading SNS, including: • Twitter • MySpace • Facebook • Social Shopping Sites ThisNext and StyleHive Bridget Fahrland, Executive Creative Director Dayna Bateman, Sr Strategic Analyst Fry, Inc. Internet Retailer: Guide to Retail Web Site Design & Usability, p. 40 © 2008 Fry, Inc. Page 57
  • 58. Commerce Without Compromise™ Commerce Without Compromise™ © 2008 Fry, Inc. Page 58