Initiating Online Communities

Download Initiating Online Communities

Post on 16-May-2015

816 views

Category:

Business

0 download

Embed Size (px)

DESCRIPTION

Schaffert, Sandra (2009): Successful Initiating of Online Communities. An Analysis of Reports, Projects and Expert Interviews. - Presentation at theI-Know Conference, September 3 2009, Graz, Austria

TRANSCRIPT

  • 1. Sandra Schaffert, Diana Wieden-Bischof comstudy@newmedialab.at Successful Initiating of Online Communities. An Analysis of Reports, Projects and Expert Interviews. I-Know Conference, September 3 2009, Graz, Austria Gefrdert mit Mitteln des BMWA und des Landes Salzburg

2. A lot of successful projects in the Web are unthinkable with vibrant online communities ... how to initiate such communities? 3. Seite 3 Why the Salzburg New Media Lab is interested... Film ausschnitt 4. Seite 4 Agenda 5. Seite 5 Agenda (Our working) definitition of (online) community Methodology Lifecycle of online communities: existing theories and explanations General principles of successful initiating of online communities Six applications areas Open Innovation 6. Seite 6 Definitions 7. Seite 7 What are online communities? For community the geographical proximity and/or familiar relationships play a role [Stocker, 08, 64f] Several terms: virtual community, online community or Web community 8. Seite 8 Virtual Community by H. Rheingold Virtual communities are social aggregations that emerge from the Net when enough people carry on those public discussions long enough, with sufficient human feeling, to form webs of personal relationships in cyberspace. [Rheingold, 93]. Source: http://openp2p.com/p2p/2003/04/25/graphics/h_rheingold.jpg 9. Seite 9 Online Community by P. Sloep 10. Seite 10 Our (working) definition A online community are persons with common interests, using Internet and communication technologies to interchange or develop common contents, developing a strong bond and a feeling of togetherness. (p. 12) 11. Seite 11 Methodology 12. Seite 12 Source: http://www.fieldstonealliance.org/client/client_images/cartoon-cmty_building.jpg 13. Seite 13 Basis: Literature and Tipps (in German) (...) 14. Seite 14 First steps ... we identified (i) theories and explanations of the online communitys life cycle, (ii) categorizations of online communities, and (iii) recommendations and examples for their successful initiating (...or even research about this) Peak headbanging (gipfelmoshen.de) 15. Seite 15 ... next steps ... Still open: What are general aspects and principles? Selection of six very diverse application areas online self-help groups or patient groups, online communities on professional news-sites, communities of learners, customer communities for open innovation, enterprise communities for knowledge management, communities for open source development. 16. Seite 16 ...additionally... We broaden our research for publications, statements, projects and potential interview partners, also to international publications, in the six applications areas. i.e. Prof. Andrea Back 17. Seite 17 ... finally Every recommendation was scrutinized if it can serve as general (or as fitting to just one of the application areas) 18. Seite 18 (background) our approach builds on the ideas and concept of Grounded Theory, which describes a systematic theory building from data in the process of research [Glaser, 67] 19. Seite 19 Lifecycle of online communities: existing theories and explanations 20. Seite 20 Metcalfes law states that the value of a telecommunications network is proportional to the square of the number of connected users of the system (n2 ) http://en.wikipedia.org/wiki/Metcalfe%27s_law 21. Seite 21 Metcalfes law Source: http://www.spectrum.ieee.org/computing/networks/metcalfes- law-is-wrong 22. Seite 22 Metcalfes law is wrong (for communication within online communities) Source: http://www.spectrum.ieee.org/computing/networks/metcalfes- law-is-wrong 23. Seite 23 Lifecylce of online communities: overview of explanations/theories 24. Seite 24 General principles of successful initiating of online communities 25. Seite 25 Initiating online communities: Overview figure 7, p. 26 26. Seite 26 General Principle: Let it grow! 27. Seite 27 General Principle: Let it grow! Communities are organic systems ... as plants 28. Seite 28 General Principle: Let it grow! ... You can cultivate them i.e. a certain degree of uncertainness, of momentum. 29. Seite 29 General Principle: Let it grow! Case Comparison: encyclopaedia projects Nupedia/Wikipedia start: 2001 Website: www.wikipedia.org GNUPedia, later GNE start: 2001 Website: gne.sourceforge.net/eng/ importance: one of the most famous Websites, worldwide, also in comparison with traditional encyclopaedias importance: comparably unknown 30. Seite 30 General Principle: Let it grow! Let it grow means (potential) community members should be involved and have to be taken serious Participation concerning content, organisation, technical aspects Communitys activities and goal can be changed this have to be okay! 31. Seite 31 Commitment on purpose and goal of the community 32. Seite 32 Commitment on purpose and goal Example: MiAdidas 33. Seite 33 Commitment on purpose and goal Example: Rett-Forum (seldom illness) 34. Seite 34 Commitment on purpose and goal egoistic motives, e.g. reputation, image customer relationship marketing, advertisement product development quality assurance market monitoring altruistic motives to bring or develop something a step forward (e.g. politics,science, techonologies) To help others (e.g. self help groups). 35. Seite 35 Investigate the needs of the target group 36. Seite 36 Investigate the needs of the target group Concerning their motives: Egoistic motives (reputation, to learn something) Altruistic motives: to brings something forward, to help Concerning their needs: layout, content, interests, rituals, technology, design etc. 37. Seite 37 Investigate the needs of the target group Research for existing studies and data Own investigations (single case analysis, group discusions, questionaires...) Important: involvement of potential community members in an early stage! Kim (2000): Members are attrachted by a topic, but stay because of the others/relationships 38. Seite 38 Investigate the needs of the target group getting involved in a (online) community of pick up artists ... 39. Seite 39 Foster communication, collaboration and community 40. Seite 40 Foster communication, collaboration and community Fostering community according to Kim (2001) Offer flexible and expandable meeting possibilities Offer diverse roles Develop a clear leadership strategy Foster the development of a (n)etiquette Regularly events Develop rituals Support sub group establishment 41. Seite 41 Foster communication, collaboration and community Compelling profiles 42. Seite 42 Evaluation and measurement of success 43. Seite 43 Evaluation and Measurement of Success Not simple because of two possible perspectives of the community or of the initiators/ providers? 44. Seite 44 Evaluation and Measurement of Success Assessing the healthiness of a community (Spreadloveproject 2008) the average length of time it takes for a newbie to become a regular contributor community participation in gardening, policing and keeping the community a nicer place (eg. people who click on the 'report this as spam', people who edit the wiki for better layout, etc.) Member engagement: activity and "investment" in community Member Loyalty & Satisfaction Mobile interactions with the community: including views and posts from mobiles. ratio of posts with no response to posts with response http://spreadloveproject.pbworks.com/CommunityMeasurements 45. Seite 45 Six Application Areas 46. Seite 46 Six application areas of online communities online self-help groups or patient groups, online communities on professional news-sites, communities of learners, customer communities for open innovation, enterprise communities for knowledge management, and communities for open source development. 47. Seite 47 (just one application area)... Open Innovation 48. Seite 48 Open Innovation Initalisation of a communty of customers to involve them in innovation processes Examples: Swarowski, Acecook, MiAdidas 49. Seite 49 Dr. Peter Gloor (MIT) about Open Innovation A clear answer of What is in it for me? should be given (from users perspective) Fitting persons for advertisment are needed e.g. Bono fr Motorola The product have to be cool (for the community) No aggressive sale of products 50. Seite 50 Dr. Mark Markus (SRFG) about Open Innovation Customers should have the idea to make a contribution to a common good, that a product value will be developed and that they can get reputation Involvement of friendly user, without payment but with attractive special offers as tests, exclusive products Generally: other methods are eventually more goal orientated. 51. Seite 51 Summary obstacles and stumbling blocks research and acquisition of lead users is important it could be problematic if the public and competitors are able to follow the communitys activity Successful measures established instruments of innovation measures, e.g. idea competitions a member only community special offers (costs, events, test usage, exclusive content) (Schaffert & Wieden-Bischof 2009, table 5, p. 68) 52. Seite 52 Outlook 53. Seite 53 Open questions .. this study was about the first phase of community building (initialising) ... there is still a lack of more research and (meta) analysis of recommendations for community management. 54. Seite 54 Next steps within the project ComStudy ComStudy is a project of the SNML (10/2008- 12/2009) about vibrant online communities 3 additional studies will be published: overview, good practice and recommendations concerning (meta) informationen (11/2009) recommender systems (11/2009) reputation and engagement systems (12/2009) 55. Seite 55 More ... 56. Seite 56 More about this: Full Study, in German: Sandra Schaffert