4. Building the “Right” Online Consumer Community Platforms Prashant Saxena, Doctoral Student Marketing, Year - 1 National University of Singapore

5. INTENT & AGENDA (BOTTOM-UP APPROACH) SOCIOLOGY : INDIVIDUAL  COMMUNITIES MARKETING : PRODUCER  CONSUMER INFORMATION MANAGEMENT : KNOWLEDGE MANGEMENT BOP OPPORTUNITY COMMUNICATION : SUB CULTURE  POPULAR CULTURE

6. RESEARCH OVERVIEW

7. RESEARCH BACKGROUND COMMUNICATION PATTERN Producer Consumer Year : 1920 ++ Consumer Producer Year : 1969 ++ Year : 2000 ++

8. RESEARCH BACKGROUND

9. RESEARCH BACKGROUND

10. RESEARCH BACKGROUND Consumer Black Box Processing Centre Customer Decision – Product, Brand Choice, Dealer Choice, Purchase Timings Web Experience (Controllable) - Website Usability, Interactivity, Trust, Aesthetics, Online Marketing Mix + Web 2.0 Experience (Uncontrollable) – Weblogs, Social Networks, Podcasts, Communities, Forums, etc

11. RESEARCH QUESTIONS

12. RESEARCH QUESTIONS Inbound – New users investing in community Peripheral – Users showing unstructured participation Insider – Users with committed participation 10% drop rate 90% drop rate Gap of trusting each other, Gap of belonging Gap of commitment to community 90% drop rate Outbound – Users on their way to form bigger communities Leader – Encouraging/ sustaining participation Gap of sharing experiences, Gap of low fame & reputation Gap of self actualization & Community leadership ONLINE COMMUNITY PLATFROMS – USER PERSONA, GAPS, LIFECYCLE & DROP RATE

13. RESEARCH VISION

14. RESEARCH VISION Facilitated Online minimizing distance & time costs Public Community of Practice Trust Reputation Fun

15. RESEARCH VISION Current Engagements – Utopia in Virtual Community, Transmedia Storytelling & Social Media