Développement des communautés virtuelles - E

publicité
Développement des
communautés virtuelles
Séance 1:
Communautés Virtuelles
Mohamed BEN AMMAR
14 Novembre 2008
1
Communautés virtuelles
Définition et critères de succès
2
Définition
 What is community?
 A set of interwoven relationships built upon
shared interests, which satisfies members’
needs otherwise unattainable individually
3
Intérêts communs
 Au niveau de l’information
 (Information produit)
 Au niveau d’une activité
 Ebay (achat et vente)
 Au niveau d’une caractéristique
commune
4
5
6
Quelques caractéristiques
importantes
 Publique vs privée
 Politique de membership
 Commerciale vs non-commerciale
 Communication en temps réel ou non
(asynchrone)
 Outils de communication
 Clavardage, newsgroup (email), bulletin
boards, etc.
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Critères de succès
People
Criteria
Process
Criteria

Membership is a
conscious choice

Members achieve
benefits of scale

Member base
has achieved
critical mass and
sustainability

Roles are not
hierarchical or
imposed

Members feel a
great sense of
trust

Effective
facilitation and
site structure
keeps activities
on track
Culture
Criteria


A spirit of
participation and
feedback is
clearly cultivated
A sense of
affiliation is
achieved through
ownership of
equity in the
community
Technology
Criteria

Efficiency in
interaction is
maximized

The community is
easily navigable
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Communautés
Création et transfert de valeur à
l’intérieur de la communauté
9
Transfer of Value Triangle
Administrator to User:
User to Administrator:
Examples of Types of Value Created
and Shared
 Administrator-generated content /
proprietary content (e.g., articles,
editorials)
 Mailing lists
 Newsletters
 Webcasts (e.g., of guest speakers)
 Supervised chats (e.g., chats featuring
guest Q&A)
 Offline events (e.g., parties for
members within geographic proximity)
 Rewards points (e.g., to use on goods
or services traded within the
community)
Examples of Types of Value Created
and Shared
 Community subscription fees
 Content fees
 Fees to engage in an activity
(e.g., online video-game
participation)
 Commission fees (e.g., for
goods sold through the
community)
 Increased value for selling
online advertising space
Transfer of Value in
Communities
User to User:
Examples of Types of Value
Created and Shared
 User-generated content (e.g.,
information, opinions, advice)
 Distribution of digitizeable
goods (e.g., MP3s, shareware)
 Transactions for goods
 Relationships / support /
conversation
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Communautés
Création et transferts de valeur à
l’extérieur de la communauté
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Bénéfices d’une communauté
pour une compagnie
 Relation client
 Outil relationnel
 Branding
 Utiliser la communauté pour relayer les valeurs de la compagnie
 Segmentation
 Profils des usagers
 Marketing
 Publicité sur communauté virtuelle
 Attirer de nouveaux clients
 Marketing viral (WOM)
 Recherche marketing
 Ex.: Test de concept
 Service à la clientèle
 Ex.: FAQ, Discussion board, etc.
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13
MSN Gaming Zone
Publicité d’un
nouveau jeu sur la
page d’accueil de
la communauté
14
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Communautés
Cycle de vie des membres d’une
communauté virtuelle
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Références

Mohammed, R.A., Fischer, R.J., Jaworski, B.J. et Paddison, G.J. (2004),
Internet marketing: building advantage in the networked economy,
2ième édition, McGraw Hill.

Johnson, G.J. et Ambrose, P.J. (2006), “NEO-TRIBES: THE POWER AND
POTENTIAL OF ONLINE COMMUNITIES IN HEALTH
CARE,” Communications of the ACM, 49 (1), 107-113.

Nardi, B. A., Schiano, D. J., Gumbrecht, M., Swartz, L. (2004), “WHY
WE Blog,” Communications of the ACM, 47 (12), 41-46.

Nunes, P. (2005), “The Risks of Customer Intimacy” MIT Sloan
Management Review, 47 (1), 15.
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