03 Dec B2B Social Media Community Example: Houzz
Meeting with a large plumbing fixture manufacturer, we were talking through the normal questions of where most of their traffic comes from, what type of Social Media activity do you do, etc. We talked through the normal Social Media sites – Facebook and Twitter, then moved on to Pinterest, and they brought up that most of their social focus is on Houzz.com.
What is Houzz?
After buying their Palo Alto, California, house in 2006, Alon Cohen and Adi Tatarko struggled to find the right people to renovate it. “We didn’t know how to express what we wanted,” Tatarko says. “The process was very unpleasant.”
Unpleasant, perhaps, but not unproductive. Realizing that others could benefit from online visual tools to help communicate their aesthetic desires, the couple launched Houzz—a website that, using Silicon Valley savvy and robust search technology, has cracked open the sometimes insular and intimidating world of architecture and interior design. Professionals post photos of their projects, users filter images by room or style to compile favorites, and everyone engages in free-flowing discussion.