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1
‘Always on’
Philip James, CEO, Snooth
2
Snooth
- 500,000 monthly users
- 100,000 accounts
- Community / shopping
- 10,000 stores
- 2 million reviews
3
‘Always On’ Economy
- Your customers are already talking about you
- You cannot control the conversation
- ‘New’ media
- Digital landscape
- Establish permission
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Your Customers are Talking
- Free brand marketing
- Nurture your evangelizers
- Address your troublemakers
- Vocal minority (1%:10%:89%)
Online conversations are permanent
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You are the “publisher”
- You cannot control the conversation
- Control the message
- Bottle shots, notes, food pairings
- Do not take down old content
Make it easy for your fans to promote you
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‘New’ Media ain’t that New
- ‘Water cooler’ talk
- Social validation
- Belonging to a tribe
- Average age of Snooth user = 45
Social standing and acceptance = drivers
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Digital landscape
- Facebook = group pages, fan clubs
- Yelp = restaurant and winery reviews
- Snooth = wine reviews, winery profiles
- Twitter = “water cooler” talk
- mySpace = band profiles
Where are your users now?
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Establish Permission
- Allow users to ‘self select’
- Respect their channel preferences
- Migrate users up the value chain
Accept the learning curve
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Summary
- Join the conversation
- Gain users trust, don’t abuse it
- Give users the tools to promote you
- Let your content be free