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Next-gen Classifieds  The social web effect on classifieds
History of Classifieds Birth of newspapers and classifieds 1700s In 1915, ‘Link magazine’ for personals 1915 People have been connecting and transacting via classifieds since the birth of media Craigslist, America 1995 Gumtree, UK and international 2000
In the meantime social media has changed the game
Social media has pushed the web forward: More users doing more Greatly improved technology Better user saviness Higher user expectations More intuitive websites
Now users are: Spoilt Impatient Hard to please Have choice Free of  responsibility
Users now expect: Intuitive search Ease of use convenience Quick discovery Simple, powerful interface
This is the era of usability
Social networks are nothing new Royal societies Tribes Social clubs Sports clubs Gangs Supporters clubs Political parties Dining clubs …they’re now just accelerated by social networks
The role of the social web Extending social networks Twitter Knitters
The role of the social web  Bringing ultra-niche communities together
Decentralised content creation Audience Traditional model RadioNewspaper Old Web Print Content & influence Audience
Decentralised content creation Audience The social web content New model RadioNewspaper Old Web Print “ 62% of the content consumed by people born after 1980 is created by someone they know influence ” The social web Audience
What do these users want? ALL USERS Trust Ease of use Immediacy BUYERS SELLERS Abundance Great deals Content Large audience Low fees Qualified leeds
Simple usability For a seller, it takes a minute to list;  For a buyer, it’s painless to reply or call the seller
Freedom No formulaic wayto tradebuy/haggle/swap/share/rent Our default is to be freewe charge to keep the most vibrant categories clean
Local vibrancyProximity search (as well as national markets)
Neighbourlyenhancing trust Trade face-to-face; use common senseNo complex verifications required
Value Driven by unique, individual consumer inventory
So what does the future look likefor Classifieds?
Flexibility Auctions & classifieds
Value Pay for clicks
Local vibrancy Self moderated Natural brand essence Adundance Laid back / friendly Community ownership
Trust / neighbourliness Facebook Connect
Multiple platform accessibility Image by Elsie Esq. / Flickr
More and more devices Especially mobile / personal Seamlessness required Harness device features
Growing mobile usage at Gumtree
How important is community? Image by woodleywonderworks/ Flickr
In May 09 we started interacting with the community Using social media best practices And the results?
570 % 1082 % 87 % 63 %
Simply by engaging with our audience on social media, we have seen a significant rise in traffic to Gumtree from the popular platforms
Thank you

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Future Of Classifieds

Notes de l'éditeur

  1. Sources: http://entertainment.timesonline.co.uk/tol/arts_and_entertainment/books/non-fiction/article5606627.ece http://theoldentimes.com/classifiedads.html http://en.wikipedia.org/wiki/Craigslist
  2. Web 2.0 Forces websites to rapidly evolve their technology to stay competitiveEncouraging more users to use the web in a more advanced wayMaking websites easier to navigate and user
  3. Are spoilt by choice, competitiveness and good technologyHave high expectations of web technologyImpatient and quite often lazy as they have been spoilt by great web technologiesBelieve that the responsibility of a good, safe web experience belongs to the website providerHave choice, can vote with their feet or clicks if you like
  4. Ease of useIntuitive searchEasy discoverySimple yet powerful user interface
  5. Ease of useIntuitive searchEasy discoverySimple yet powerful user interface
  6. Royal societies: eg the Geographic society formed in 1830, started as a dining club
  7. http://www.slideshare.net/glittrgirl/twitter-knitters-at-the-tynesideKnit Picks is a social network of almost 19 000 members that love everything to do with knitting
  8. The ‘Offbeat Bride Tribe’ is a niche community network dedicated to couples who want to have a ‘kick-ass’ / offbeat / original wedding. ULTRA NICHE!
  9. http://green.autoblog.com/2009/02/20/ford-looking-for-young-drivers-to-bring-the-fiesta-to-america?icid=sphere_blogsmith_inpage_autoblog62% stat
  10. Source: http://green.autoblog.com/2009/02/20/ford-looking-for-young-drivers-to-bring-the-fiesta-to-america?icid=sphere_blogsmith_inpage_autoblog
  11. User want :
  12. Web 2.0 and even the fledgling semantic web has made the user more demanding in their expectations of a website.Intuitive products such as touch screen phones, google predictive search are making information access easier and the user lazierUsers expect to be able to find information really easily especially via the search bar
  13. Urban Europe is too complex an environment to create classifieds by traditional city locations. Canary wharf is the isle of dogs, is east London, is the east end, is East London is E14. If the website doesn’t understand this, it will produce a poor user experience.
  14. The current anonymous classifieds model will fail under this pressure. Sellers and buyers will need to be connected to a social graph in order to encourage a sense of trust between the transactorsHigh profile cases continue to put pressure on classifieds companies to take greater responsibility for user safety, means user safety solutions may be forced onto companies
  15. Facebook connect allows websites to build trust amongst users by allowing users to log onto those sites using their Facebook profile.All the demographic/psychographic and social graph information on the users’ Facebook account creates an instant level of trust because of the familiarity of their information
  16. As mobiles get smarter and the amount of devices increase, classifieds businesses will need to look at ways of not only seamlessly working across all devices but also creating features that maximise the potential of a device. Eg take a pic on your iPhone, write your ad and send it direct to Gumtree.
  17. Consider the groundswell at Gumtree
  18. Social Media best practices:Don’t control the conversation.Listen and respond with a natural voiceDon’t spam.Allow criticismDon’t be in a hurry
  19. Traffic referred to Gumtree from Social media platforms, between May and End of Sept *Sourced from Google AnalyticsIn online classifieds, traffic is money*forums were social media before anyone knew what social media wasAnd this is only the beginning…The percentages represent the amount of traffic at the end of September compared to the amount of traffic at the beginning of may as a percentage on the difference
  20. Ease of use will be even greaterEveryone will have online access at all time via their mobile device, no need to pick up a paperAs the baby boomers make way for the gen X, Ys and whatever else, so will papers make way for electronic devicesInformation in the future will come to users, rather than users looking for it. Paper cannot do thisOnline tools when used properly can verify people for safety reasons more so than paper.