Your SlideShare is downloading. ×
Building the right online consumer community platforms - prashant saxena nus
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Building the right online consumer community platforms - prashant saxena nus

244
views

Published on

Published in: Business, Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
244
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1.
  • 2.
  • 3.
  • 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