"Content, Data & Personalization," Polyvore >> Jess Lee
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Jess Lee is the CEO and co-founder of Polyvore, an online platform that allows users to discover and shop for fashion and lifestyle products through user-generated content. She discusses how Polyvore combines commerce, content, and community by allowing users to find inspiration through visual sets created by other users, get information on products, and make purchases. She provides tips on building community through company culture and authentic communication, cultivating user-generated content through curation and contests, and driving commerce through clean data, personalization, and tools for brands.
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"Content, Data & Personalization," Polyvore >> Jess Lee
- 2. Hi! I’m Jess Lee POLYVORE CEO & CO-FOUNDER / GOOGLE MAPS PM / STANFORD CS / MANGA / DRAWING / BACON / jessyoko.com @jesskah
- 3. POLYVORE IS A NEW WAY to discover and shop for things you love
- 4. CONFIDENTIAL Community + Content + Commerce • Why Commerce + Content + Community Matters • Building Community • Cultivating Content • Driving Commerce • Q&A 4
- 5. CONFIDENTIAL Commerce + Content + Community
- 6. CONFIDENTIAL Things you need Inspired by trends, celebs, brands Things you want The Evolution of E-Commerce ELECTRONICS ($56B) LIFESTYLE ($79B) Huge # of SKUsSmall # of SKUs Research specs, reviews, value
- 7. CONFIDENTIAL Inspiration & Discovery Information Comparison Buy Inspiration & Discovery Information Comparison Buy ELECTRONICS COMMERCE Requires Information LIFESTYLE COMMERCE Requires Inspiration
- 8. CONFIDENTIAL Inspiration requires CONTENT Inspiration & Discovery Information Comparison Buy LIFESTYLE COMMERCE Requires Inspiration
- 9. CONFIDENTIAL TRAVEL ⌃ LOCAL ⌃⌃ LIFESTYLE The Evolution of Content Offline à Online Editorial à UGC Content requires COMMUNITY
- 10. CONFIDENTIAL COMMERCE Requires Inspiration COMMERCE CONTENT COMMUNITY Inspiration requires CONTENT Content requires COMMUNITY P O L Y V O R E
- 11. CONFIDENTIAL 11 COMMUNITY Influencers & Shoppers 20M USERS COMMERCE Of Sales & Customers TOP DRIVER CONTENT Created Monthly 4M SETS Facebook 56% Polyvore 33% Pinterest 11% Twitter 0% % SOCIAL COMMERCE SALES SOURCE: RICHRELEVANCE SEP 2013
- 13. CONFIDENTIAL Build community into your culture & DNA Communicate authentically with your community Your community’s success is your success 3 TIPS ON BUILDING COMMUNITY
- 14. CONFIDENTIAL Build Community into your Culture & DNA • COMPANY VALUES 14
- 15. CONFIDENTIAL Build Community into your Culture & DNA • NEW HIRE ORIENTATION 15
- 16. CONFIDENTIAL Build Community into your Culture & DNA • OFFICE DECOR 16
- 17. CONFIDENTIAL Communicate Authentically with your Community • ACT LIKE A HUMAN • SAY SORRY 17 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
- 18. CONFIDENTIAL Communicate Authentically with your Community • ACT LIKE A HUMAN • SAY THANK YOU 18 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.
- 19. CONFIDENTIAL Communicate Authentically with your Community • EXPLAIN WHY • LISTEN 19
- 20. CONFIDENTIAL Your Community’s Success is Your Success • OFFER THEM UNIQUE EXPERIENCES TO HELP THEIR CAREERS 20
- 21. CONFIDENTIAL Your Community’s Success is Your Success • OFFER THEM UNIQUE EXPERIENCES TO HELP THEIR CAREERS 21
- 23. CONFIDENTIAL Use curation to set a good example Build self-sustaining feedback loops Use contests to reward top content creators 3 TIPS ON CULTIVATING CONTENT
- 24. CONFIDENTIAL Use Curation to Set a Good Example • SEED WITH GOOD CONTENT • CURATE YOUR HOMEPAGE 24
- 25. CONFIDENTIAL Build Self-Sustaining Feedback Loops • SOCIAL FEEDBACK • RANKING ALGORITHMS Feedback Loop Create content Receive ♥
- 26. CONFIDENTIAL Use Contests to Reward Top Content Creators • CONTESTS WITH SOCIAL CRED 26
- 27. CONFIDENTIAL 27 Use Contests to Reward Top Content Creators • CONTESTS WITH COOL PRIZES
- 29. CONFIDENTIAL Good, clean data is king Personalization provides a huge lift Build great tools for brands & retailers 3 TIPS ON DRIVING COMMERCE
- 30. CONFIDENTIAL Good, Clean Data is King • SHOPPERS DON’T WANT TO CLICK ON BROKEN LINKS 30
- 31. CONFIDENTIAL 31 Good, Clean Data is King • CRAWL SYSTEM • AUTOMATED CRAWLER TRIAGE IN JIRA
- 32. CONFIDENTIAL Good, Clean Data is King • GOOD DATA IS THE FOUNDATION FOR GOOD RECOMMENDATIONS 32
- 33. CONFIDENTIAL Good, Clean Data is King • TRAINING DATA • MACHINE LEARNING CLASSIFIERS • EVAL TOOLS • MECHANICAL TURK API 33
- 34. CONFIDENTIAL Personalization Provides a Huge Lift • EVEN THE SIMPLEST PERSONALIZATION MAKES A DIFFERENCE 34 +15% REVENUE LIFT FROM PRICE PERSONALIZATION
- 35. CONFIDENTIAL Build Great Tools for Brands & Retailers • BUILD DASHBOARDS TO QUANTIFY YOUR VALUE 35
- 36. CONFIDENTIAL Build Great Tools for Brands & Retailers • GIVE ADVERTISERS CONTROLS OVER THEIR TRAFFIC 36