building a wine community, by snooth
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July 16-17, 2009 Napa Valley Marriott1 July 16-17, 2009 Napa Valley Marriott1
Social Media & Commerce
Philip JamesCEO, Snooth
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July 16-17, 2009 Napa Valley Marriott2
Snooth - Powering wine online
• Award winning wine community/shopping
• Partners include Yahoo, Time Inc, Conde Nast etc
• 150,000 registered users
• 10M uniques per month audience via API
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“I refuse to join any club that would have me as a member.” - Groucho Marx
July 16-17, 2009 Napa Valley Marriott3
Inverse-Groucho Marx
• How do you get the first member?
• What’s the “value proposition”?
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July 16-17, 2009 Napa Valley Marriott4
Community =/= Revenue• Userbase is not strongly correlated with revenue:
• The community governs itself
Online Forums
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July 16-17, 2009 Napa Valley Marriott5
Nurture and bake at 400 degrees
• Katerina Fake, Co-founder of Flickr welcomed the first 10,000 users by hand
• Alder Yarrow of Vinography responds to every comment on his blog and emails every commenter a thank you
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July 16-17, 2009 Napa Valley Marriott6
What IS community anyway?
• You don’t need to host your own community
• Instead:• Nurture your evangelizers• Give your fans the resources to promote you • Build trust and don’t abuse permissions• Migrate users up the value chain
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July 16-17, 2009 Napa Valley Marriott7 July 16-17, 2009 Napa Valley Marriott7
Social Media & Commerce
Philip JamesSnooth