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Understanding and harnessing the power of online communities. BrandAide Communications and Monash University’s SEIRnet Opticon Online Community A BrandAide.

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Presentation on theme: "Understanding and harnessing the power of online communities. BrandAide Communications and Monash University’s SEIRnet Opticon Online Community A BrandAide."— Presentation transcript:

1 Understanding and harnessing the power of online communities. BrandAide Communications and Monash University’s SEIRnet Opticon Online Community A BrandAide Communications & Monash University SEIRnet collaboration

2 Some definitions to better understand this space Blogging A blog (a portmanteau of web log) is a website where entries are written in chronological order and commonly displayed in reverse chronological order.portmanteauchronological order A typical blog combines text, images, and links to other blogs, web pages, and other media related to its topic. The ability for readers to leave comments in an interactive format is an important part of many blogs. Most blogs are primarily textual, although some focus on art (artlog), photographs (photoblog), sketchblog, videos (vlog), music (MP3 blog), audio (podcasting) and are part of a wider network of social media.artartlogphotographsphotoblogsketchblogvideosvlogmusicMP3 blogaudiopodcastingsocial media Many blogs provide commentary or news on a particular subject; others function as more personal online diaries.online diaries Online community A virtual community, e-community or online community is a group of people that primarily interact via communication media such as letters, telephone, or Usenet rather than face to face. If the mechanism is a computer network, it is called an online community.groupletterstelephone Usenetcomputer network Virtual and online communities have also become a supplemental form of communication between people who know each other primarily in real life. A computer-mediated community (CMC) uses social software to regulate the activities of participants.social software Significant socio-technical change has resulted from the proliferation of Internet-based social networks.[1]social networks A membership life cycle for online communities was proposed by Amy Jo Kim (2000). It states that members of virtual communities begin their life in a community as visitors, or lurkers. After breaking through a barrier, people become novices and participate in community life. After contributing for a sustained period of time they become regulars. If they break through another barrier they become leaders, and once they have contributed to the community for some time they become elders.lurkers Social networking A social network service focuses on the building and verifying of online social networks for communities of people who share interests and activities, or who are interested in exploring the interests and activities of others, and which necessitates the use of software.social networkssoftware Most social network services are primarily web based and provide a collection of various ways for users to interact, such as chat, messaging, , video, voice chat, file sharing, blogging, discussion groups, and so on. chatmessaging videovoice chatfile sharingbloggingdiscussion groups Social networks connect people at low cost; this can be beneficial for entrepreneurs and small businesses looking to expand their contact base. These networks often act as a customer relationship management tool for companies selling products and services. Companies can also use social networks for advertising in the form of banners and text ads. Since businesses operate globally, social networks can make it easier to keep in touch with contacts around the world.entrepreneurssmall businesses Source:Wikipedia

3 Private online communities leverage the growth of internet blogging, and address the challenge of generating insight from this large amount of data Source: Technocrati, Wikipedia, BlogWorld 106m blogs in Sep of the 100 most popular websites in the world are blogs. 120k new blogs are created every day. 1.4m new posts are made every day. Language: 39% English, 31% Japanese, 12% Chinese, 18% all others 9% of internet users say they have created blogs. 51% of blog readers shop online. Blog readers globally average 23 hours online each week (higher than general internet users) Global Summary Demographics of blogger Needs of the customer Importance of the issue Limitations of existing products Level of emotion in blogs Challenges to extracting insight and value from this data Private online communities address the challenge of extracting insights from this large amount of data A solution is available

4 Private online communities differ from blogs, chat rooms and ‘contact us’ as they are multi user environments with user profiles and active moderation Traditional engagement model One to one/many dialogue No/simple profile of contributor Little or no moderation Contemporary engagement model Many to many dialogue Detailed profile of contributor Active moderation to stay on topic Company What is a private online community ? A private online community is an invitation-only group of individuals who continuously connect in a secure, online environment, and engage in a wide range of activities to generate insights that can be used to drive value. Think of a community as a room full of several hundred people who are engaging in conversations, building relationships, providing honest feedback, brainstorming ideas, and sharing their thoughts, frustrations, dreams and experiences with the company and with each other on a continuous basis. You as the corporate have the ability to move around the room and listen to these conversations, ask questions, uncover issues and co-create to develop solutions. Company

5 Private online communities have been used extensively overseas, and are becoming more commonplace in Australia

6 The Opticon Online Community offers organisations an innovative and effective way to engage with customers, staff and stakeholders STAFF Supporting key staff and managing critical issues CUSTOMERS Understanding your customer needs GOVERNMENT AND AFFILIATES Business improvement in non-corporates OTHER STAKEHOLDERS Enhancing stakeholder management An online community of key staff that discuss issues of interest to the organisation or issues that have been raised by the staff themselves. More engaging and transparent than , such a community enables staff across the state, country or globe to engage like never before. Continuous dialogue with a carefully selected group of customers over the development lifecycle will yield far more insightful value than point in time temperature readings. This alternative approach to the market has been described as ‘co-creation’ An open and transparent way for government departments, eg. health, defence, social services, and related affiliates, eg. police, ambulance, fire, to engage with a range of internal and external stakeholders It can be used to address staff and organisation needs, build solutions collaboratively, achieve cultural change and implement business improvement outcomes. Online communities can be used to support shareholders, ratepayers, volunteers, sporting fans, political party supporters and a wide range of other stakeholders. Each stakeholder group can be managed as a discrete online community to gather insights, share ideas, develop solutions and cultivate support.

7 The City of Melbourne has launched a global website around ‘Talk’ themes aimed at understanding how the city should position itself for the future Source: Note: This website is managed by BrandAide Communications

8 An example report page gives us an insight into the importance of each issue and the effort required to address it with bubble size showing number of views Priority for customer Effort required to address Online member activity, Qtr ended Jun 2007 ‘Pink ‘ issue Priority for customer: 4.25 out of 5 Effort required to solve: 2.9 out of 5 Size of bubble indicates number of views White Issue Grey IssueLight Blue Issue Tan Issue Yellow Issue Blue Issue Olive Issue Green Issue Mint Issue Black Issue

9 Engaging with customers in an online community can build positive feelings around trust, respect, an intention to purchase and willingness to recommend Feel more positively (n=870) 1% 2% 20% 50% 28% 0% 25% 50% 75% 100% 1 - Strongly Disagree 35 - Strongly Agree How did membership impact willingness to recommend products ? (n = 190) 0% 1% 25% 39% 35% 0% 25% 50% 75% 100% 1 - Very negative impact 35 - Very positive impact Change in feelings (n=237) 0% 3% 30% 35% 32% 0% 25% 50% 75% 100% 1 - Much more negative 35 - Much more positive I am more likely to recommend products now. Agree/Disagree ? (n = 170) 1% 3% 12% 30% 53% 0% 25% 50% 75% 100% 1 - Strongly Disagree 35 - Strongly Agree Increased trust (n=870) 2% 3% 31% 40% 23% 0% 25% 50% 75% 100% 1 - Strongly Disagree 35 - Strongly Agree Increased likelihood to purchase (n = 937) 4% 12% 31% 33% 22% 0% 25% 50% 75% 100% 1 - Strongly Disagree 35 - Strongly Agree Increased respect (n=870) 1% 4% 20% 44% 31% 0% 25% 50% 75% 100% 1 - Strongly Disagree 35 - Strongly Agree Feeling more positive Willing to recommend Trust and Respect Intent to purchase Source: Communispace Corporation, USA, 2006

10 Design, Construction and Management of the online community is a three stage process that will involve key stakeholders from the organisation Community Management ‘Who will run your community and how will they operate ?’ Community Creation ‘How do we build and test your online community’ Community Design ‘What would you like to achieve from your online community ?’ Strategic Business Brief. Site Requirements Brief. Functionality selection. Functionality build. User testing. Deliverables of the BrandAide community management team. Requirements of the organisation. Typically a 3-4 month process

11 Conclusion “Your customers, staff and stakeholders are talking. The question is, are you listening?, and what are you doing about it?” For any questions about Brandaide Communications, please contact: Guy J. Carvalho Chief Executive Officer & Director Tel:


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