0
Sandra Schaffert, Diana Wieden-Bischof
comstudy@newmedialab.at
Successful Initiating of Online Communities.
An Analysis of...
A lot of successful projects in the Web are
unthinkable with vibrant online communities
... how to initiate such communiti...
Seite 3
Why the Salzburg New Media Lab is interested...
 Film ausschnitt
Seite 4
Agenda
Seite 5
Agenda
 (Our working) definitition of „(online) community“
 Methodology
 Lifecycle of online communities: exist...
Seite 6
Definitions
Seite 7
What are online communities?
 For “community” the geographical proximity and/or
familiar relationships play a rol...
Seite 8
„Virtual Community“ by H. Rheingold
“Virtual communities are
social aggregations that
emerge from the Net when
eno...
Seite 9
„Online Community“ by P. Sloep
Seite 10
Our (working) definition
 A online community are persons with common
interests, using Internet and communication...
Seite 11
Methodology
Seite 12
Source: http://www.fieldstonealliance.org/client/client_images/cartoon-cmty_building.jpg
Seite 13
Basis: Literature and Tipps (in German)
(...)
Seite 14
First steps ...
 we identified
 (i) theories and explanations of the
online community’s life cycle,
 (ii) cate...
Seite 15
... next steps ...
 Still open: What are general aspects and principles?
 Selection of six very diverse applica...
Seite 16
...additionally...
 We broaden our research for publications,
statements, projects and potential interview
partn...
Seite 17
... finally
 Every recommendation was scrutinized if it can
serve as general (or as fitting to just one of the
a...
Seite 18
(background)
 our approach builds on the ideas and concept of
Grounded Theory, which describes a systematic
theo...
Seite 19
Lifecycle of online communities:
existing theories and explanations
Seite 20
Metcalfe‘s law
states that the value of a
telecommunications network is
proportional to the square of the
number ...
Seite 21
Metcalfe‘s law
 Source: http://www.spectrum.ieee.org/computing/networks/metcalfes-
law-is-wrong
Seite 22
Metcalfe‘s law is wrong (for communication
within online communities)
 Source: http://www.spectrum.ieee.org/comp...
Seite 23
Lifecylce of online communities:
overview of explanations/theories
Seite 24
General principles of successful
initiating of online communities
Seite 25
Initiating online communities: Overview
figure 7, p. 26
Seite 26
General Principle:
Let it grow!
Seite 27
General Principle: Let it grow!
 Communities are organic systems ... as plants
Seite 28
General Principle: Let it grow!
 ... You can cultivate them
i.e. a certain degree
of uncertainness,
of momentum.
Seite 29
General Principle: Let it grow!
Case Comparison: encyclopaedia projects
Nupedia/Wikipedia
start: 2001
Website: ww...
Seite 30
General Principle: Let it grow!
 „Let it grow“ means …
 (potential) community members should be involved and
ha...
Seite 31
Commitment on purpose
and goal of the community
Seite 32
Commitment on purpose and goal
 Example: MiAdidas
Seite 33
Commitment on purpose and goal
 Example: Rett-Forum (seldom illness)
Seite 34
Commitment on purpose and goal
 egoistic motives, e.g.
 reputation, image
 customer relationship
 marketing, ...
Seite 35
Investigate the needs
of the target group
Seite 36
Investigate the needs of the target group
 Concerning their motives:
 Egoistic motives (reputation, to learn so...
Seite 37
Investigate the needs of the target group
 Research for existing studies and data
 Own investigations (single c...
Seite 38
Investigate the needs of the target group
… getting involved in a (online)
community of pick up artists ...
Seite 39
Foster communication,
collaboration and community
Seite 40
Foster communication, collaboration
and community
 Fostering community according to Kim (2001)
 Offer flexible ...
Seite 41
Foster communication, collaboration
and community
 Compelling profiles
Seite 42
Evaluation and measurement
of success
Seite 43
Evaluation and Measurement of Success
 Not simple – because of two possible perspectives
 of the community
 or...
Seite 44
Evaluation and Measurement of Success
 Assessing the healthiness of a community
(Spreadloveproject 2008)
 the a...
Seite 45
Six Application Areas
Seite 46
Six application areas of online communities
 online self-help groups or patient groups,
 online communities on ...
Seite 47
(just one application area)...
Open Innovation
Seite 48
Open Innovation
 Initalisation of a communty of customers to involve
them in innovation processes
 Examples: Sw...
Seite 49
Dr. Peter Gloor (MIT) about Open Innovation
 A clear answer of „What is in it for me?“
should be given (from use...
Seite 50
Dr. Mark Markus (SRFG) about Open
Innovation
 Customers should have the idea to make
a contribution to a „common...
Seite 51
Summary
obstacles and
stumbling
blocks
research and acquisition of lead users is
important
it could be problemati...
Seite 52
Outlook
Seite 53
Open questions ..
 this study was about the first phase of community
building (initialising)
 ... there is stil...
Seite 54
Next steps within the project „ComStudy“
 ComStudy is a project of the SNML (10/2008-
12/2009) about vibrant onl...
Seite 55
More ...
Seite 56
More about this:
 Full Study, in German: Sandra Schaffert &
Diana Wieden-Bischof (2009). Erfolgreicher
Aufbau vo...
Seite 57
Salzburg NewMediaLab
 Website
 www.newmedialab.at
 pp.newmedialab.at
 Contact
 Dr. Sandra Schaffert
Salzburg...
Seite 58
References ...
(within this presentation...)
Seite 59
References
 Glaser, B. and Strauss, A. (1967). The discovery of grounded theory.
Chicago: Aldine.
 Kim, Amy Jo ...
Upcoming SlideShare
Loading in...5
×

Initiating Online Communities

836

Published on

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

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
836
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
30
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • 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].
     
  • Transcript of "Initiating Online Communities"

    1. 1. Sandra Schaffert, Diana Wieden-Bischof comstudy@newmedialab.at 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
    2. 2. A lot of successful projects in the Web are unthinkable with vibrant online communities ... how to initiate such communities?
    3. 3. Seite 3 Why the Salzburg New Media Lab is interested...  Film ausschnitt
    4. 4. Seite 4 Agenda
    5. 5. Seite 5 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
    6. 6. Seite 6 Definitions
    7. 7. Seite 7 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
    8. 8. Seite 8 „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
    9. 9. Seite 9 „Online Community“ by P. Sloep
    10. 10. Seite 10 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)
    11. 11. Seite 11 Methodology
    12. 12. Seite 12 Source: http://www.fieldstonealliance.org/client/client_images/cartoon-cmty_building.jpg
    13. 13. Seite 13 Basis: Literature and Tipps (in German) (...)
    14. 14. Seite 14 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)
    15. 15. Seite 15 ... 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.
    16. 16. Seite 16 ...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
    17. 17. Seite 17 ... finally  Every recommendation was scrutinized if it can serve as general (or as fitting to just one of the application areas)
    18. 18. Seite 18 (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]
    19. 19. Seite 19 Lifecycle of online communities: existing theories and explanations
    20. 20. Seite 20 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 (n2 ) http://en.wikipedia.org/wiki/Metcalfe%27s_law
    21. 21. Seite 21 Metcalfe‘s law  Source: http://www.spectrum.ieee.org/computing/networks/metcalfes- law-is-wrong
    22. 22. Seite 22 Metcalfe‘s law is wrong (for communication within online communities)  Source: http://www.spectrum.ieee.org/computing/networks/metcalfes- law-is-wrong
    23. 23. Seite 23 Lifecylce of online communities: overview of explanations/theories
    24. 24. Seite 24 General principles of successful initiating of online communities
    25. 25. Seite 25 Initiating online communities: Overview figure 7, p. 26
    26. 26. Seite 26 General Principle: Let it grow!
    27. 27. Seite 27 General Principle: Let it grow!  Communities are organic systems ... as plants
    28. 28. Seite 28 General Principle: Let it grow!  ... You can cultivate them i.e. a certain degree of uncertainness, of momentum.
    29. 29. Seite 29 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
    30. 30. Seite 30 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!
    31. 31. Seite 31 Commitment on purpose and goal of the community
    32. 32. Seite 32 Commitment on purpose and goal  Example: MiAdidas
    33. 33. Seite 33 Commitment on purpose and goal  Example: Rett-Forum (seldom illness)
    34. 34. Seite 34 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).
    35. 35. Seite 35 Investigate the needs of the target group
    36. 36. Seite 36 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.
    37. 37. Seite 37 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
    38. 38. Seite 38 Investigate the needs of the target group … getting involved in a (online) community of pick up artists ...
    39. 39. Seite 39 Foster communication, collaboration and community
    40. 40. Seite 40 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
    41. 41. Seite 41 Foster communication, collaboration and community  Compelling profiles
    42. 42. Seite 42 Evaluation and measurement of success
    43. 43. Seite 43 Evaluation and Measurement of Success  Not simple – because of two possible perspectives  of the community  or of the initiators/ providers?
    44. 44. Seite 44 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
    45. 45. Seite 45 Six Application Areas
    46. 46. Seite 46 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.
    47. 47. Seite 47 (just one application area)... Open Innovation
    48. 48. Seite 48 Open Innovation  Initalisation of a communty of customers to involve them in innovation processes  Examples: Swarowski, Acecook, MiAdidas
    49. 49. Seite 49 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
    50. 50. Seite 50 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.
    51. 51. Seite 51 Summary 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) (Schaffert & Wieden-Bischof 2009, table 5, p. 68)
    52. 52. Seite 52 Outlook
    53. 53. Seite 53 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.
    54. 54. Seite 54 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)  recommender systems (11/2009)  reputation and engagement systems (12/2009)
    55. 55. Seite 55 More ...
    56. 56. Seite 56 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.
    57. 57. Seite 57 Salzburg NewMediaLab  Website  www.newmedialab.at  pp.newmedialab.at  Contact  Dr. Sandra Schaffert Salzburg Research Jakob Haringer Straße 5/III sandra.schaffert@salzburgresearch.at
    58. 58. Seite 58 References ... (within this presentation...)
    59. 59. Seite 59 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
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×