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‘Always on’

Philip James, CEO, Snooth

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Snooth

- 500,000 monthly users

- 100,000 accounts

- Community / shopping

- 10,000 stores

- 2 million reviews

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‘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

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Philip James

Snooth

philip@snooth.com

646 723 4328