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JESS LEE, POLYVORE CEO @ COMMERCISM MARCH 2014

Commerce + Content + Community

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

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Community + Content + Commerce •  Why Commerce + Content + Community Matters •  Building Community •  Cultivating Content •  Driving Commerce •  Q&A

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Commerce + Content + Community

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Things you need

Inspired by trends, celebs, brands

Things you want

The Evolution of E-Commerce ELECTRONICS ($56B) LIFESTYLE ($79B)

Huge # of SKUs Small # of SKUs

Research specs, reviews, value

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Inspiration & Discovery

Information

Comparison

Buy

Inspiration & Discovery

Information

Comparison

Buy

ELECTRONICS COMMERCE

Requires Information LIFESTYLE

COMMERCE Requires Inspiration

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Inspiration requires CONTENT

Inspiration & Discovery

Information

Comparison

Buy

LIFESTYLE COMMERCE

Requires Inspiration

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TRAVEL

⌃

LOCAL

⌃

⌃

LIFESTYLE

The Evolution of Content Offline à Online Editorial à UGC

Content requires COMMUNITY

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COMMERCE Requires Inspiration COMMERCE

CONTENT COMMUNITY

Inspiration requires CONTENT

Content requires COMMUNITY

P O L YV O R E

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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

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Building Community

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Build community into your culture & DNA Communicate authentically with your community Your community’s success is your success

3 TIPS ON BUILDING

COMMUNITY

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Build Community into your Culture & DNA •  COMPANY VALUES

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Build Community into your Culture & DNA •  NEW HIRE ORIENTATION

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Build Community into your Culture & DNA •  OFFICE DECOR

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Communicate Authentically with your Community •  ACT LIKE A HUMAN •  SAY SORRY

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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

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Communicate Authentically with your Community •  ACT LIKE A HUMAN •  SAY THANK YOU

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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.

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Communicate Authentically with your Community •  EXPLAIN WHY •  LISTEN

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Your Community’s Success is Your Success •  OFFER THEM

UNIQUE EXPERIENCES TO HELP THEIR CAREERS

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Your Community’s Success is Your Success •  OFFER THEM

UNIQUE EXPERIENCES TO HELP THEIR CAREERS

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Cultivating Content

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Use curation to set a good example Build self-sustaining feedback loops Use contests to reward top content creators

3 TIPS ON CULTIVATING

CONTENT

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Use Curation to Set a Good Example •  SEED WITH GOOD CONTENT •  CURATE YOUR HOMEPAGE

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Build Self-Sustaining Feedback Loops •  SOCIAL FEEDBACK •  RANKING ALGORITHMS

Feedback Loop

Create content

Receive ♥

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Use Contests to Reward Top Content Creators •  CONTESTS WITH

SOCIAL CRED

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Use Contests to Reward Top Content Creators •  CONTESTS WITH

COOL PRIZES

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Driving Commerce

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Good, clean data is king Personalization provides a huge lift Build great tools for brands & retailers

3 TIPS ON DRIVING

COMMERCE

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Good, Clean Data is King •  SHOPPERS DON’T WANT TO

CLICK ON BROKEN LINKS

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Good, Clean Data is King •  CRAWL SYSTEM •  AUTOMATED CRAWLER

TRIAGE IN JIRA

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Good, Clean Data is King •  GOOD DATA IS THE

FOUNDATION FOR GOOD RECOMMENDATIONS

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Good, Clean Data is King •  TRAINING DATA •  MACHINE LEARNING CLASSIFIERS •  EVAL TOOLS •  MECHANICAL TURK API

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Personalization Provides a Huge Lift •  EVEN THE SIMPLEST

PERSONALIZATION MAKES A DIFFERENCE

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+15% REVENUE LIFT FROM PRICE PERSONALIZATION

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Build Great Tools for Brands & Retailers •  BUILD DASHBOARDS TO

QUANTIFY YOUR VALUE

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Build Great Tools for Brands & Retailers •  GIVE ADVERTISERS CONTROLS

OVER THEIR TRAFFIC

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BUILDING COMMUNITY

CULTIVATING CONTENT

DRIVING COMMERCE

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Thanks! Questions?