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Online Community
- 1. Online Community Analyzing Consumer Markets and Buyer Behavior
- 11. Online Tools Table 10.1 Types of Community Tools
- 13. A Discussion Ring Figure 10.4
- 16. Online Tools Content Trees Content Figure 10.5 Site Structure as a Content Tree Figure 10.5 Mining Company Homepage Content
- 25. Building Hybrid Communities Table 10.3
- 30. Tradeshow Cost Structure Figure 10.11
- 33. Professional Forums Professional Forum Benefits Figure 10.13 “ What benefits does the community offer?” How do you use the community? Post or read content Complete Transactions Participate in discussion forums
- 36. Four Increasing Returns Cycles with Virtual Communities Figure 10.15 Transaction Offerings Member Loyalty Online Community Increasing Returns Draw more members to community Promote member-to-member interaction Build member loyalty to community Generate member- based content Content Attractiveness Target products and offerings Member Profiles Draw vendors and user spending to community
- 38. Content Attractiveness Figure 10.16 Member-generated content Member churn Content Attractiveness Hours Online Members Marketing effectiveness Member-to-member interaction
- 40. Member Loyalty Figure 10.17 Member churn rate Member Loyalty Hours of usage Members in community Customized interaction Contributions to member-generated content Member relationships
- 42. The E-Commerce Loop Figure 10.18 Vendor-marketing effectiveness Transaction Offerings Attractiveness to vendors Vendor-marketing spending Members in community Member willingness to spend Vendors in community
- 44. Member Profile Loop Figure 10.19 Advertising click-through Member Profiles Advertising revenue Data-gathering capabilities Targeted advertising Targeted transaction offerings Transaction volume
- 45. Community Metrics Each of the Community Loops Suggests Ways of Measuring the Community’s Strength
Notas del editor
- Now that we’ve looked at where the revenues are likely to come from, let’s look at the key factors influencing how fast these revenues will grow We’ll look at four interacting and reinforcing “virtuous cycles” (also known as positive feedback loops) These can be actively managed to accelerate and magnify revenue growth First, an overview Then, each cycle in detail