1
JESS LEE, POL...
Hi! I’m
Jess Lee
POLYVORE CEO & CO-FOUNDER /
GOOGLE MAPS PM / STANFORD CS /
MANGA / DRAWING / BACON /
jessyoko.com
@jesskah
POLYVORE IS A NEW WAY
to discover and shop for things you love
CONFIDENTIAL
Community + Content + Commerce
•  Why Commerce + Content + Community Matters
•  Building Community
•  Cultiva...
CONFIDENTIAL
Commerce + Content + Community
CONFIDENTIAL
Things you need
Inspired by trends, celebs, brands
Things you want
The Evolution of E-Commerce
ELECTRONICS ($...
CONFIDENTIAL
Inspiration & Discovery
Information
Comparison
Buy
Inspiration &
Discovery
Information
Comparison
Buy
ELECTRO...
CONFIDENTIAL
Inspiration requires
CONTENT
Inspiration &
Discovery
Information
Comparison
Buy
LIFESTYLE
COMMERCE
Requires I...
CONFIDENTIAL
TRAVEL
⌃
LOCAL
⌃⌃
LIFESTYLE
The
Evolution
of Content
Offline à Online
Editorial à UGC
Content requires
COMMUN...
CONFIDENTIAL
COMMERCE
Requires Inspiration
COMMERCE
CONTENT COMMUNITY
Inspiration requires
CONTENT
Content requires
COMMUN...
CONFIDENTIAL 11
COMMUNITY
Influencers & Shoppers
20M USERS
COMMERCE
Of Sales & Customers
TOP DRIVER
CONTENT
Created Monthly...
CONFIDENTIAL
Building Community
CONFIDENTIAL
Build community into
your culture & DNA
Communicate authentically
with your community
Your community’s
succes...
CONFIDENTIAL
Build
Community
into your
Culture &
DNA
•  COMPANY VALUES
14
CONFIDENTIAL
Build
Community
into your
Culture &
DNA
•  NEW HIRE ORIENTATION
15
CONFIDENTIAL
Build
Community
into your
Culture &
DNA
•  OFFICE DECOR
16
CONFIDENTIAL
Communicate
Authentically
with your
Community
•  ACT LIKE A HUMAN
•  SAY SORRY
17
We’re so sorry about last n...
CONFIDENTIAL
Communicate
Authentically
with your
Community
•  ACT LIKE A HUMAN
•  SAY THANK YOU
18
We want to take this op...
CONFIDENTIAL
Communicate
Authentically
with your
Community
•  EXPLAIN WHY
•  LISTEN
19
CONFIDENTIAL
Your
Community’s
Success is
Your Success
•  OFFER THEM
UNIQUE EXPERIENCES TO HELP
THEIR CAREERS
20
CONFIDENTIAL
Your
Community’s
Success is
Your Success
•  OFFER THEM
UNIQUE EXPERIENCES TO HELP
THEIR CAREERS
21
CONFIDENTIAL
Cultivating Content
CONFIDENTIAL
Use curation to
set a good example
Build self-sustaining
feedback loops
Use contests to reward
top content cr...
CONFIDENTIAL
Use
Curation to
Set a Good
Example
•  SEED WITH GOOD CONTENT
•  CURATE YOUR HOMEPAGE
24
CONFIDENTIAL
Build
Self-Sustaining
Feedback Loops
•  SOCIAL FEEDBACK
•  RANKING ALGORITHMS
Feedback
Loop
Create
content
Re...
CONFIDENTIAL
Use
Contests
to Reward
Top Content
Creators
•  CONTESTS WITH
SOCIAL CRED
26
CONFIDENTIAL 27
Use
Contests
to Reward
Top Content
Creators
•  CONTESTS WITH
COOL PRIZES
CONFIDENTIAL
Driving Commerce
CONFIDENTIAL
Good, clean
data is king
Personalization
provides a huge lift
Build great tools
for brands & retailers
3 TIPS...
CONFIDENTIAL
Good,
Clean Data
is King
•  SHOPPERS DON’T WANT TO
CLICK ON BROKEN LINKS
30
CONFIDENTIAL 31
Good,
Clean Data
is King
•  CRAWL SYSTEM
•  AUTOMATED CRAWLER
TRIAGE IN JIRA
CONFIDENTIAL
Good,
Clean Data
is King
•  GOOD DATA IS THE
FOUNDATION FOR GOOD
RECOMMENDATIONS
32
CONFIDENTIAL
Good,
Clean Data
is King
•  TRAINING DATA
•  MACHINE LEARNING CLASSIFIERS
•  EVAL TOOLS
•  MECHANICAL TURK AP...
CONFIDENTIAL
Personalization
Provides a
Huge Lift
•  EVEN THE SIMPLEST
PERSONALIZATION
MAKES A DIFFERENCE
34
+15%
REVENUE ...
CONFIDENTIAL
Build
Great Tools for
Brands & Retailers
•  BUILD DASHBOARDS TO
QUANTIFY YOUR VALUE
35
CONFIDENTIAL
Build
Great Tools for
Brands & Retailers
•  GIVE ADVERTISERS CONTROLS
OVER THEIR TRAFFIC
36
CONFIDENTIAL 37
BUILDING
COMMUNITY
CULTIVATING
CONTENT
DRIVING
COMMERCE
CONFIDENTIAL
Thanks! Questions?
of 38

Content + Community + Commerce -- Polyvore @ Commercism by 500 Startups March 2014

My presentation from the Commercism conference put on by 500 Startups. Lifestyle commerce requires inspiration. Inspiration requires content. Content requires community. Here are some tips on how we do all 3 at Polyvore.
Published on: Mar 4, 2016
Published in: Retail      Business      
Source: www.slideshare.net


Transcripts - Content + Community + Commerce -- Polyvore @ Commercism by 500 Startups March 2014

  • 1. 1 JESS LEE, POLYVORE CEO @ COMMERCISM MARCH 2014 Commerce + Content + Community
  • 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
  • 12. CONFIDENTIAL Building Community
  • 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
  • 22. CONFIDENTIAL Cultivating Content
  • 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
  • 28. CONFIDENTIAL Driving Commerce
  • 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
  • 37. CONFIDENTIAL 37 BUILDING COMMUNITY CULTIVATING CONTENT DRIVING COMMERCE
  • 38. CONFIDENTIAL Thanks! Questions?

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