Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Initiating Online Communities

on

  • 1,829 views

Schaffert, Sandra (2009): Successful Initiating of Online Communities. ...

Schaffert, Sandra (2009): Successful Initiating of Online Communities.
An Analysis of Reports, Projects and Expert Interviews. - Presentation at the
I-Know Conference, September 3 2009, Graz, Austria

Statistics

Views

Total Views
1,829
Views on SlideShare
1,810
Embed Views
19

Actions

Likes
1
Downloads
26
Comments
0

4 Embeds 19

http://sansch.wordpress.com 8
https://jujo00obo2o234ungd3t8qjfcjrs3o6k-a-sites-opensocial.googleusercontent.com 5
http://sandra.schaffert.ws 3
http://www.slideshare.net 3

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • The need for vibrant communities in a lot of fields, such as the enterprise knowledge management, brand communities, or the usage of new Web 2.0 tools, is enormous. These and many other ventures are unthinkable without active users or without an active community. Their involvement is essential for the success of these Web-related projects. Hence, the question about successful community initiating and building is crucial and gets a lot of attention.
  • sociologist
  • The purpose of the study was to give an overview about how the building of an online community will be successful from the practical perspective [Schaffert, 09]. After a first review of publications and research we developed the following procedure: Focusing on the publications of the last years in German language we identified
  • Glaser & strauss
  • Human behaviour cannot be directed and steered as cars. For online communities, no construction manual can be developed; online communities have to be seen as organic beings. The motto has to be “let it grow” as you will use it for plants [Clark, 98]: Plants should be fostered and cultivated, and there are also some existential needs, but nevertheless there will be always a certain degree of uncertainness, of momentum.
  • We try to select online communities with and without commercial interest, open and closed communities, enterprise and privately driven ones [Schaffert, 09] .  

Initiating Online Communities Initiating Online Communities Presentation Transcript

  • Sandra Schaffert, Diana Wieden-Bischof [email_address] Successful Initiating of Online Communities. An Analysis of Reports, Projects and Expert Interviews. I-Know Conference, September 3 2009, Graz, Austria Gefördert mit Mitteln des BMWA und des Landes Salzburg
  • A lot of successful projects in the Web are unthinkable with vibrant online communities ... how to initiate such communities?
  • Why the Salzburg New Media Lab is interested...
    • Film ausschnitt
  • Agenda
  • Agenda
    • (Our working) definitition of „(online) community“
    • Methodology
    • Lifecycle of online communities: existing theories and explanations
    • General principles of successful initiating of online communities
    • Six applications areas
    • Open Innovation
  • Definitions
  • What are online communities?
    • For “community” the geographical proximity and/or familiar relationships play a role [Stocker, 08, 64f]
    • Several terms: virtual community, online community or Web community
  • „ Virtual Community“ by H. Rheingold
    • “ Virtual communities are social aggregations that emerge from the Net when enough people carry on those public discussions long enough, with sufficient human feeling, to form webs of personal relationships in cyberspace.“
    • [Rheingold, 93].
    Source: http://openp2p.com/p2p/2003/04/25/graphics/h_rheingold.jpg
  • „ Online Community“ by P. Sloep
  • Our (working) definition
    • A online community are persons with common interests, using Internet and communication technologies to interchange or develop common contents, developing a strong bond and a feeling of togetherness. (p. 12)
  • Methodology
  • Source: http://www.fieldstonealliance.org/client/client_images/cartoon-cmty_building.jpg
  • Basis: Literature and Tipps (in German ) (...)
  • First steps ...
    • we identified
      • (i) theories and explanations of the online community’s life cycle,
      • (ii) categorizations of online communities, and
      • (iii) recommendations and examples for their successful initiating (...or even research about this)
    Peak headbanging (gipfelmoshen.de)
  • ... next steps ...
    • Still open: What are general aspects and principles?
    • Selection of six very diverse application areas
      • online self-help groups or patient groups,
      • online communities on professional news-sites,
      • communities of learners,
      • customer communities for open innovation,
      • enterprise communities for knowledge management,
      • communities for open source development.
  • ...additionally...
    • We broaden our research for publications, statements, projects and potential interview partners, also to international publications, in the six applications areas.
    i.e. Prof. Andrea Back
  • ... finally
    • Every recommendation was scrutinized if it can serve as general (or as fitting to just one of the application areas)
  • (background)
    • our approach builds on the ideas and concept of Grounded Theory, which describes a systematic theory building from data in the process of research [Glaser, 67]
  • Lifecycle of online communities: existing theories and explanations
  • Metcalfe‘s law
    • states that the value of a telecommunications network is proportional to the square of the number of connected users of the system (n 2 )
    • http://en.wikipedia.org/wiki/Metcalfe%27s_law
  • Metcalfe‘s law
    • Source: http://www.spectrum.ieee.org/computing/networks/metcalfes-law-is-wrong
  • Metcalfe‘s law is wrong (for communication within online communities)
    • Source: http://www.spectrum.ieee.org/computing/networks/metcalfes-law-is-wrong
  • Lifecylce of online communities: overview of explanations/theories
  • General principles of successful initiating of online communities
  • Initiating online communities: Overview figure 7, p. 26
  • General Principle: Let it grow!
  • General Principle: Let it grow!
    • Communities are organic systems ... as plants
  • General Principle: Let it grow!
    • ... You can cultivate them
    i.e. a certain degree of uncertainness, of momentum.
  • General Principle: Let it grow! Case Comparison: encyclopaedia projects Nupedia/Wikipedia start: 2001 Website: www.wikipedia.org GNUPedia, later GNE start: 2001 Website: gne.sourceforge.net/eng/ importance:  – one of the most famous Websites, worldwide, also in comparison with traditional encyclopaedias importance:  – comparably unknown
  • General Principle: Let it grow!
    • „ Let it grow“ means …
      • (potential) community members should be involved and have to be taken serious
      • Participation concerning content, organisation, technical aspects
      • Community‘s activities and goal can be changed – this have to be okay!
  • Commitment on purpose and goal of the community
  • Commitment on purpose and goal
    • Example: MiAdidas
  • Commitment on purpose and goal
    • Example: Rett-Forum (seldom illness)
  • Commitment on purpose and goal
    • egoistic motives, e.g.
      • reputation, image
      • customer relationship
      • marketing, advertisement
      • product development
      • quality assurance
      • market monitoring
    • altruistic motives
      • to bring or develop something a step forward (e.g. politics,science, techonologies)
      • To help others (e.g. self help groups).
  • Investigate the needs of the target group
  • Investigate the needs of the target group
    • Concerning their motives:
      • Egoistic motives (reputation, to learn something)
      • Altruistic motives: to brings something forward, to help
    • Concerning their needs: layout, content, interests, rituals, technology, design etc.
  • Investigate the needs of the target group
    • Research for existing studies and data
    • Own investigations (single case analysis, group discusions, questionaires...)
    • Important: involvement of potential community members in an early stage!
    • Kim (2000): Members are attrachted by a topic, but stay because of the others/relationships
  • Investigate the needs of the target group
    • … getting involved in a (online) community of pick up artists ...
  • Foster communication, collaboration and community
  • Foster communication, collaboration and community
    • Fostering community according to Kim (2001)
      • Offer flexible and expandable meeting possibilities
      • Offer diverse roles
      • Develop a clear leadership strategy
      • Foster the development of a (n)etiquette
      • Regularly events
      • Develop rituals
      • Support sub group establishment
  • Foster communication, collaboration and community
      • Compelling profiles
  • Evaluation and measurement of success
  • Evaluation and Measurement of Success
    • Not simple – because of two possible perspectives
      • of the community
      • or of the initiators/ providers?
  • Evaluation and Measurement of Success
    • Assessing the healthiness of a community (Spreadloveproject 2008)
      • the average length of time it takes for a newbie to become a regular contributor
      • community participation in gardening, policing and keeping the community a nicer place (eg. people who click on the 'report this as spam', people who edit the wiki for better layout, etc.)
      • Member engagement: activity and "investment" in community
      • Member Loyalty & Satisfaction
      • Mobile interactions with the community: including views and posts from mobiles.
      • ratio of posts with no response to posts with response
      • http://spreadloveproject.pbworks.com/CommunityMeasurements
  • Six Application Areas
  • Six application areas of online communities
    • online self-help groups or patient groups,
    • online communities on professional news-sites,
    • communities of learners,
    • customer communities for open innovation,
    • enterprise communities for knowledge management, and
    • communities for open source development.
  • (just one application area)... Open Innovation
  • Open Innovation
    • Initalisation of a communty of customers to involve them in innovation processes
    • Examples: Swarowski, Acecook, MiAdidas
  • Dr. Peter Gloor (MIT) about Open Innovation
    • A clear answer of „What is in it for me?“ should be given (from users‘ perspective)
    • Fitting persons for advertisment are needed e.g. Bono für Motorola
    • The product have to be „cool“ (for the community)
    • No aggressive sale of products
  • Dr. Mark Markus (SRFG) about Open Innovation
    • Customers should have the idea to make a contribution to a „common good“, that a product value will be developed and that they can get reputation
    • Involvement of friendly user, without payment but with attractive special offers as tests, exclusive products
    • Generally: other methods are eventually more goal orientated.
  • Summary (Schaffert & Wieden-Bischof 2009, table 5, p. 68) obstacles and stumbling blocks research and acquisition of lead users is important it could be problematic if the public and competitors are able to follow the community’s activity Successful measures established instruments of innovation measures, e.g. idea competitions a member only community special offers (costs, events, test usage, exclusive content)
  • Outlook
  • Open questions ..
    • this study was about the first phase of community building (initialising)
    • ... there is still a lack of more research and (meta) analysis of recommendations for community management.
  • Next steps within the project „ComStudy“
    • ComStudy is a project of the SNML (10/2008-12/2009) about vibrant online communities
    • 3 additional studies will be published: overview, good practice and recommendations concerning
      • (meta) informationen (11/2009)
      • r ecommender systems (11/2009)
      • r eputation and engagement systems (12/2009)
  • More ...
  • More about this:
    • Full Study, in German: Sandra Schaffert & Diana Wieden-Bischof (2009). Erfolgreicher Aufbau von Online-Communitys. Konzepte, Szenarien und Handlungsempfehlungen. Band 1 der Reihe „Social Media“ (hrsg. von Georg Güntner & Sebastian Schaffert)
    • Video, in German : http://www.vimeo.com/4291468
    • English Summary: Sandra Schaffert & Diana Wieden-Bischof (2009). Successful Initiating of Online Communities. An Analysis of Reports, Projects and Expert Interviews. In: I-Know Proceedings.
  • Salzburg NewMediaLab
    • Website
      • www.newmedialab.at
      • pp.newmedialab.at
    • Contact
      • Dr. Sandra Schaffert Salzburg Research Jakob Haringer Straße 5/III [email_address]
  • References ... (within this presentation...)
  • References
    • Glaser, B. and Strauss, A. (1967). The discovery of grounded theory. Chicago: Aldine.
    • Kim, Amy Jo (2001). Community Building – Strategien für den Aufbau erfolgreicher Web-Communities. Bonn: Galileo Press.
    • Rheingold, Howard (1993). The Virtual Community. Homesteading on the Electronic Frontier. New York: Addison-Wesley. Online zugänglich unter: http://www.rheingold.com/vc/book/index.html [2008-10-16]
    • Schaffert, S. & Wieden-Bischof, W. (2009). Erfolgreicher Aufbau von Online-Communitys. Konzepte, Szenarien und Handlungsempfehlungen. Salzburg.
    • Spreadloveproject (2008). Community Measurements (Wikipage, unter anderem unter der Mitwirkung von DavidCary, NurtureGirl und TaraHunt erstellt). URLr: http://spreadloveproject.pbwiki.com/CommunityMeasurements