communities for businesses based on free
DESCRIPTION
This lecture gives a brief overview of some community-building concepts.TRANSCRIPT
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(Stanford BUS-21)Martin Westhead
Mastering Marketing
Communities
How to make money by giving things away
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Overview
Motivation
What is a community?
Why do people participate in community?
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Communities: Relevance to Free Businesses?
1. Free typically used to create mindshare- Communities amplify mindshare- Drives higher engagement/attention
2. Free products need scalable costs- Community can provide scalable support and
marketing
3. All businesses need to hear from customers- Online community is a great way to do this at scale
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WHAT IS A COMMUNITY
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What do we mean by community?
94 sociological definitions of community by 1950 Derivation
- communité - old French- communitas (cum, "with/together" + munus, "gift")
Community is NOT defined by technology- Blogs, emails lists, listserv,
Social Network is NOT (necessarily) a community- Facebook friends not working together- Weak second degree connections
Group of people interacting over common interests, goals or passions
(Who get to know each other better over time)
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Social Network vs. Community
Social Network Community Structured around 1-1
relationships Weak secondary
relationships Good for sharing activities
Structured around shared purpose
Strong, predictable secondary relationships
Good for activities requiring sharing and cooperation
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Types of Online Community
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WHY DO PEOPLE PARTICIPATE IN COMMUNITY?
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Creators
Critics
Collectors
Joiners
Spectators
Inactives
Social Technographics Ladder – Li and Bernhoff Groundswell
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Creators
18% online adult population Publish a blog Publish Web Page Upload video/audio they created Write articles or stories and post them
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Critics
25% online adult population Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles on a Wiki
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Collectors
12% US online adult population Use RSS feeds Add tags to Web pages or photos “Vote” for Web sites online using Digg, Redit,
Stumbleupon etc.
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Joiners
25% US online adult population Maintain a profile on a social networking site Visit social networking sites
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Spectators
48% US online adults Read blogs Watch videos of others Listen to podcasts Read online forums Read customer ratings/reviews
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Inactives
44 % US online adults
Do none of these activities
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RIBS
Remuneration –return on their investment Influence – having a voice in the community Belonging – developing a collective identity Significance – community has impact
“Design to Thrive” - Tharon Howard
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Remuneration?
It’s not about money- Lawrence Lessig, Remix – “Money in a sharing economy is
not just inappropriate it is poisonous” It’s about the experience
- A nice restaurant about more than food- Google clean useful UI experience
It’s about Sociability – opportunities to connect Clear benefit to contributing to a community Remuneration is what drives Engagement E.g. Facebook and CNN Obama inauguration
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Influence
The need to feel control Ability to shape our environment Historical examples
- Migration of many groups to the USA- Protestants leaving the catholic church
Need for influence in the workplace In an online community
- Am I being heard?- Are my contributions valued?- Do I have a say in how things are run?
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Needs on the Ladder
Creators• Shape the thoughts of community• Creations to be read critically but fairly• Need to know they’re being read• Input on policies and governance
Critics • Comments are being viewed• Consensus builders – lining up values• Input on policies and governance
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Needs on the Ladder
Inactives• Needs are not met
Collectors
• Collections are valued by community• Correlation of taxonomy
Joiners • Profile is being viewed• Contribution to the membership count
Spectators
• Acknowledgements of their presence
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Belonging
Stories Rituals and Events Symbols and Codes
- Red Hat Society- “…verve, humor and
elan…”
- Military Uniform
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Significance
Is my community important? Well recognized Established as the “Go-to” place for
users needs Valued by people user respects Populated by people who are serious
and passionate Distinguished as a reputable brand
It is about building gravitas, brand and reputation
You are here
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Summary
Motivation
What is a community?
Why do people participate in community?