Online CommunitiesAcademic Publishing Perspective
Michael Cairns, CEO, Publishing Technology
@publishingtech
Defining Online Communities
What is an online community?
“A publisher-owned website/platform that offers a
common interest around which the community is
themed, with interactive communication between the
organization and community members and between
the members themselves.”
@publishingtech
Why investigate online communities?
PCG’s research builds from an earlier study conducted
with Bowker
Online survey of 15 questions primarily geared toward
academic publishers
Background and Methodology
@publishingtech
What Does the Research Address?
Questions the research is looking to answer:
How many publishers currently have online communities?
Reasons for development of online communities?
Measurable benefits achieved from online communities
Opportunities for growth of online communities
@publishingtech
Key Findings – Current Market
21%
10%
8%
15%
47%
1-2 communities
3-4 communities
5-6 communities
7 or more communities
None
@publishingtech
Key Findings – The Motivation
Top 4 reasons to develop online communities:
40% Increasing direct relationships with end users
40% Increasing audience engagement (social networking)
35% Increasing content usage
35% Increasing knowledge and understanding of the reader
@publishingtech
Top 3 reported benefits of online communities:
37% Generated increased knowledge and understanding
of the end user
37% Developed direct relationships with readers
32% Serves as a platform to increase content usage
Direct Feedback:
“Our online community capabilities are helping committees and special interest groups to collaborate.”
“Growth of audience engagement but not sales.”
Key Findings – The Benefits
@publishingtech
Key Findings – Current Success & Future Opportunity
About 50% of publishers believe online communities have
been successful in achieving the company’s goals
Nearly 80% of all publishers view online communities as
an area of growth for their company and the publishing
sector as a whole
Early 2013 study showed that 84% of all publisher
respondents think their investment in online communities
will increase over the next two years
@publishingtech
Summary
Online communities are on the up
Primarily focused on relationship building with end users
Many publishers are still experimenting with online
community strategies
@publishingtech
Conclusions
Publishers see online communities as:
a way of getting closer to their readers
a way of becoming more customer focused
a way to gain understanding of what audiences want (access to metrics)
a way to make to their content go further
a way to support marketing efforts, not generating direct sales
@publishingtech
Questions?@publishingtech | publishingtechnology.com/blog
@pcgplus | pcgplus.com
