5. A online community is the platform for the interaction between members “ A online community exists of people who communicate socially or business wise on a technical platform. The community is established with a common interest, common problem, common task or common cause of the members. The interaction is based on implicit or explicit rules of conduct.” Definition ‘Online communities’ Source: view slide 21
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7. Examples of online communities Source: view slide 21 est. € 1.2 billion 120 million user mainly in Brazil en India Help users to find friends and stay in touch Top-down en personal Unknown Unknown. 400 frequent participants in inquiries for product development Involve active travellers in product development Top-down en professional est. € 100 - 300 million 6,2 million (reach: 49% of the Dutch population (13+), 150 million daily page views, turnover est. € 10 million a year Help users to maintain contact with friends and make new friends Bottom-up en personal est. € 500 million (source: American tax collectors office) Market value 21 million, 570.000 in the Netherlands, est. 100-200 million daily, turnover € 20 million a year (189% growth in 2007) Number of users To let users profit from mutual business network and exchange knowledge (business opportunities, vacancies) Goal Bottom-up en professional
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10. Financials react on changes in buyer behaviour, especially in orientation phase Offering insight in reviews of peers. Peer reviews Compare best use & ratings. Social navigation Overview of review summaries. Review snapshots Joint buying of products and services. Group-buying Compare use of bought product or service with peers. Peers-information Platform for mutual sales between members. Peer-to-peer buying Use of knowledge of the community. Expert information Buying cycle Purchase Use Orientation
11. Expanding group of ‘online-community-consumers’ shops longer, visits more often, buying more and is more loyal Online-community- members Community users visit nine times more often than non-community users . Community users spend 54% more than non-community users . 56% percent of online community members log in once a day or more . Customers report good experiences in forums more than twice as often as they do via calls or mail. Community users remain customers 50% longer than non-community users . User numbers of online communities is doubled in 3 years. More than 71% thinks their community is very important to them. Cost per interaction in customers support averages € 8 via the contact center versus € 0.10 via self-service options. Source: view slide 21
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13. Conceivable objectives of financials with online communities Occasionally Often Degree of usage Reach specific target groups, Reach large target groups, Generate mouth-to-mouth advertisement, Create strong bond with customers, PR, Free advertisement, Product reviews, Web care Expert opinion, Marketing Product & Operations Sales Learning environment, Sell products , Sell online service Offering online service , Product development in cooperation with customer, Test environment