Fashion / Beauty 2.0

I came across a pretty interesting site today called SeenON! which aims to be "the definitive source for products seen on screen.”  The site is owned and operated by NBC Universal through a partnership with DeliveryAgent.com, which specializes in “shopping enabled entertainment” (i.e., selling products related to entertainment content).   

The site offers a good illustration of how many Web 2.0 sites are providing new and better ways to source, filter, and monetize content.          

Regardless of whether it succeeds or not, sites like SeenOn! (Glam.com is another example) offer a preview of how verticals such as fashion and beauty are likely to evolve – this includes:

·         Using lightweight production of specialized content through aggregation, user-generated content, and blogs      

·         Offering better ways to filter and sort content through social intelligence (e.g., tagging and voting), behavioral targeting, and customizable filters

·         Enabling active user participation and social interaction

·         Enabling commerce through affiliate links

                     

Content Sources

·         Crowdsourcing: SeenOn! relies on citizen “spotters” to find products that are either used or endorsed by celebrities or featured on television or the Big Screen

   

·         Expert / celebrity blogs: The site has a blog with posts from multiple sources, including a panel of “insider experts” and “contributing authors” (each with their own “beats,” passions, and perspectives). 

   

                        

Content Filters

·         Social Filters: Content submitted or “spotted” by users are verified and ranked Digg-style through “confirmations” and top “spotters” are recognized (providing a way to reward active contributors and establish social hierarchy and status): http://www.seenon.com/spot/

       

·         Expert Filters: Users can also filter / sort content by source and view posts from insider experts like Cate Adair (costume designer for Desperate Housewives): http://www.seenon.com/blog/Cate%20Adair.php or contributing authors like Techstargrrl (the site’s resident home and tech maven): http://www.seenon.com/blog/techstargrrl.php

   

                      

Monetization

·         Hybrid Revenue Model: The site blends content and commerce and will likely include display advertising (CPM), direct-response affiliate marketing (CPC), and direct e-commerce revenue.

                                    

·         Affiliate Revenue (CPC): The site provides links to commerce websites so users can buy products “spotted” on celebrities.  For example, here’s a post with a deep link to a skin product on Sephora.com http://www.seenon.com/blog/2006/02/marcia_crosss_desperate_housewives_skin_secrets.php

                            

·         E-commerce:  The site also has “Shop” and “Auction” sections for official gear from NBC U

http://www.seenon.com/shop/ and http://www.seenon.com/auction/