"content, data & personalization," polyvore >> jess lee

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1 JESS LEE, POLYVORE CEO @ COMMERCISM MARCH 2014 Commerce + Content + Community

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COMMUNITY ORGANIZING: CONTENT, DATA & PERSONALIZATION, Jess Lee, Co-Founder & CEO, Polyvore

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Page 1: "Content, Data & Personalization," Polyvore >> Jess Lee

                                            1

JESS LEE, POLYVORE CEO @ COMMERCISM MARCH 2014

Commerce + Content + Community

Page 2: "Content, Data & Personalization," Polyvore >> Jess Lee

Hi! I’m Jess Lee POLYVORE CEO & CO-FOUNDER /

GOOGLE MAPS PM / STANFORD CS /

MANGA / DRAWING / BACON / jessyoko.com @jesskah

Page 3: "Content, Data & Personalization," Polyvore >> Jess Lee

POLYVORE IS A NEW WAY

to discover and shop for things you love

Page 4: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

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

4

Page 5: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

Commerce + Content + Community

Page 6: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

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

Page 7: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

Inspiration & Discovery

Information

Comparison

Buy

Inspiration & Discovery

Information

Comparison

Buy

ELECTRONICS COMMERCE

Requires Information LIFESTYLE

COMMERCE Requires Inspiration

Page 8: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

Inspiration requires CONTENT

Inspiration & Discovery

Information

Comparison

Buy

LIFESTYLE COMMERCE

Requires Inspiration

Page 9: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

TRAVEL

LOCAL

LIFESTYLE

The Evolution of Content Offline à Online Editorial à UGC

Content requires COMMUNITY

Page 10: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

COMMERCE Requires Inspiration COMMERCE

CONTENT COMMUNITY

Inspiration requires CONTENT

Content requires COMMUNITY

P O L YV O R E

Page 11: "Content, Data & Personalization," Polyvore >> Jess Lee

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

Page 12: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

Building Community

Page 13: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

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

3 TIPS ON BUILDING

COMMUNITY

Page 14: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

Build Community into your Culture & DNA •  COMPANY VALUES

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Page 15: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

Build Community into your Culture & DNA •  NEW HIRE ORIENTATION

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Page 16: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

Build Community into your Culture & DNA •  OFFICE DECOR

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Page 17: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

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

Page 18: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

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.

Page 19: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

Communicate Authentically with your Community •  EXPLAIN WHY •  LISTEN

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Page 20: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

Your Community’s Success is Your Success •  OFFER THEM

UNIQUE EXPERIENCES TO HELP THEIR CAREERS

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Page 21: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

Your Community’s Success is Your Success •  OFFER THEM

UNIQUE EXPERIENCES TO HELP THEIR CAREERS

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Page 22: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

Cultivating Content

Page 23: "Content, Data & Personalization," Polyvore >> Jess Lee

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

Page 24: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

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

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Page 25: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

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

Feedback Loop

Create content

Receive ♥

Page 26: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

Use Contests to Reward Top Content Creators •  CONTESTS WITH

SOCIAL CRED

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Page 27: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL 27

Use Contests to Reward Top Content Creators •  CONTESTS WITH

COOL PRIZES

Page 28: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

Driving Commerce

Page 29: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

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

3 TIPS ON DRIVING

COMMERCE

Page 30: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

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

CLICK ON BROKEN LINKS

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Page 31: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL 31

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

TRIAGE IN JIRA

Page 32: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

Good, Clean Data is King •  GOOD DATA IS THE

FOUNDATION FOR GOOD RECOMMENDATIONS

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Page 33: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

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

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Page 34: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

Personalization Provides a Huge Lift •  EVEN THE SIMPLEST

PERSONALIZATION MAKES A DIFFERENCE

34

+15% REVENUE LIFT FROM PRICE PERSONALIZATION

Page 35: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

Build Great Tools for Brands & Retailers •  BUILD DASHBOARDS TO

QUANTIFY YOUR VALUE

35

Page 36: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

Build Great Tools for Brands & Retailers •  GIVE ADVERTISERS CONTROLS

OVER THEIR TRAFFIC

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Page 37: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL 37

BUILDING COMMUNITY

CULTIVATING CONTENT

DRIVING COMMERCE

Page 38: "Content, Data & Personalization," Polyvore >> Jess Lee

CONFIDENTIAL

Thanks! Questions?