E Marketing Week03


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Creating cybercommunities

Week 3 of 13 of the 2007 Internet Marketing Course. Content is based in part on Dann, S and Dann S 2004 Strategic Internet Marketing 2.0, Milton: Wiley. Diagrams taken from the Dann and Dann text are copyright to their respective copyright holders.

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E Marketing Week03

  1. 1. MKTG7037 / MKTG2032 E-marketing Week 3
  2. 2. Course Structure Chapter 15 International marketing 21 May 12 Chapter 14 Relationship marketing 28 May 13 Chapter 13 Services marketing online 14 May 11 Chapter 12 Distribution 7 May 10 Chapter 11 Pricing strategies 30 April 9 Chapter 10 Promotion 2: the internet as a promotional medium 23 April 8 Chapter 9 Promotion: the internet in the promotional mix 2 April 7 Chapter 8 The role of product in internet marketing 26 March 6 Chapter 7 The internet in marketing strategy 19 March* 5 Chapter 6 Applications for business and non-business 12 March 4 Chapter 5 Creating cybercommunities 5 March 3 Chapter 4 Consumer behaviour 26 February 2 Chapter 3 Unique features of internet-based marketing 19 February 1 Topic(s)/Task(s) Week beginning Week No
  3. 3. Assessment Due Dates <ul><li>Task Weighting Due </li></ul><ul><li>Tutorial/Lab Assessment 20 During semester </li></ul><ul><li>Essay Registration 01 March 16 </li></ul><ul><li>Solo Assignment 20 March 26 </li></ul><ul><li>Group-Optional Essay 29 May 21 </li></ul><ul><li>Final Examination 30 June </li></ul>
  4. 4. Solo Assignment <ul><li>Due: March 26, Monday Week 6, no later than 7pm. </li></ul><ul><ul><li>Electronic Upload via WebCT </li></ul></ul><ul><li>Topic: “Hype or Hope? The value of a new technology for marketing” </li></ul><ul><ul><li>This assessment item is a solo paper where the student examines value of a contemporary technology for marketing practice. The list of contemporary technology includes: </li></ul></ul><ul><ul><ul><li>RFID tags for marketing and marketing research </li></ul></ul></ul><ul><ul><ul><li>m-commerce, including m-gaming, m-gambling and m-shopping </li></ul></ul></ul><ul><ul><ul><li>MMORPG environments such as Second Life </li></ul></ul></ul><ul><ul><ul><li>social media marketing </li></ul></ul></ul><ul><ul><ul><li>online viral marketing </li></ul></ul></ul><ul><li>You are expected to write between 1000 and 1500 words addressing the value of one of the five topic areas for marketing, using references to marketing theory, practice and internet theory. </li></ul><ul><li>Full referencing is expected. Penalties apply for not using references. </li></ul>
  5. 5. Group-Optional Essay <ul><li>500 word proposal </li></ul><ul><ul><li>Due Friday, Week 4, no later than 7pm </li></ul></ul><ul><li>4000 word assignment </li></ul><ul><ul><li>Due: Monday Week 12 no later than 7pm. </li></ul></ul><ul><li>1-4 people per group, </li></ul><ul><li>Electronic Upload via WebCT </li></ul>
  6. 6. Cybercommunities
  7. 7. Cybercommunity <ul><li>arise where a group of individuals engaged in computer-mediated communication move beyond basic exchange of information into the formation of a community structure based on the exchange of shared goods of value. </li></ul><ul><ul><li>Shared goods of value </li></ul></ul><ul><ul><ul><li>common points that bind the community together </li></ul></ul></ul>
  8. 8. Definition of community <ul><li>Real communities </li></ul><ul><ul><li>time and geography dependent </li></ul></ul><ul><ul><li>form around a geographic region, feature or social clustering </li></ul></ul><ul><li>Virtual communities </li></ul><ul><ul><li>share a common bond </li></ul></ul><ul><ul><li>not dependent on geography </li></ul></ul><ul><ul><li>Not dependent on computer mediated communication </li></ul></ul><ul><ul><li>aided by periodic physical convergence or convergent events </li></ul></ul><ul><ul><ul><li>Eg football fandom </li></ul></ul></ul><ul><li>Cybercommunities </li></ul><ul><ul><li>virtual communities in computer-mediated environments. </li></ul></ul>
  9. 9. Constructs of community <ul><li>Shared goods of value </li></ul><ul><ul><li>Common or unifying interest </li></ul></ul><ul><ul><ul><li>A point for convergence </li></ul></ul></ul><ul><ul><li>Shared experience </li></ul></ul><ul><ul><ul><li>Common understanding of past experiences </li></ul></ul></ul><ul><ul><li>Participation </li></ul></ul><ul><ul><ul><li>Options to be involved in the community environment </li></ul></ul></ul><ul><ul><li>Sense of belonging </li></ul></ul><ul><ul><ul><li>Self identification with the group </li></ul></ul></ul><ul><ul><li>Social network capital </li></ul></ul><ul><ul><ul><li>Experience and collective history of the social group </li></ul></ul></ul><ul><ul><li>Shared knowledge base </li></ul></ul><ul><ul><ul><li>Common knowledge between members, shared sense of language, meaning, voice and collective knowledge </li></ul></ul></ul>
  10. 10. Constructs of community <ul><li>Cybercommunity </li></ul><ul><ul><li>formed from one-to-many-to-one CMC information exchanges which </li></ul></ul><ul><ul><li>develops shared goods of value </li></ul></ul><ul><ul><li>community structure evolves </li></ul></ul><ul><ul><ul><li>is identified by members </li></ul></ul></ul><ul><ul><ul><li>Is used as a basis for self-identification </li></ul></ul></ul>
  11. 11. Types of community Transient Constructed Blog responses Natural transient E-mail list, MSN group conversations, skype conference calls Transient (occurs when in use) Permanent Constructed Web2.0, SecondLife, Ebay, Flickr Natural Permanent Websites forums World of Warcraft guilds Permanent (fixed location) Constructed (facilitated transaction) Natural (arises from a gathering of people)
  12. 12. Constructs of community <ul><li>Three levels of community </li></ul><ul><ul><li>Structured Artificial World </li></ul></ul><ul><ul><ul><li>exists independently of the human members </li></ul></ul></ul><ul><ul><ul><ul><li>Permanent, constructed </li></ul></ul></ul></ul><ul><ul><li>Fixed locations which depend on human input </li></ul></ul><ul><ul><ul><li>Exists independently of humans, but depends on human input for functionality and value </li></ul></ul></ul><ul><ul><ul><ul><li>Permanent, natural </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Permanent, constructed </li></ul></ul></ul></ul><ul><ul><li>Electronic social sphere </li></ul></ul><ul><ul><ul><li>social sphere exists only during the interaction between the members </li></ul></ul></ul><ul><ul><ul><ul><li>transient, natural </li></ul></ul></ul></ul><ul><ul><ul><ul><li>transient, constructed </li></ul></ul></ul></ul>
  13. 13. Constructs of Community <ul><li>Cybercommuning </li></ul><ul><ul><li>seamless integration of communications technology with social interaction between members of a cybercommunity </li></ul></ul><ul><ul><li>represents a deliberate and conscious behaviour to seek membership of a collective structure in the computer-mediated environment. </li></ul></ul><ul><ul><ul><li>integrates Internet-based activities into a collective structure </li></ul></ul></ul><ul><ul><ul><li>Akin to clanning behaviour in consumer behaviour </li></ul></ul></ul>
  14. 14. Constructs of community <ul><li>Cybercommunities are constructed worlds </li></ul><ul><ul><li>designed to meet the needs, wants and communication exchange of their membership. </li></ul></ul><ul><li>community access based on </li></ul><ul><ul><li>the communications ability of the membership, </li></ul></ul><ul><ul><li>their access to the tools of communication </li></ul></ul><ul><ul><li>social network capital </li></ul></ul><ul><ul><ul><li>cybercommunity exists through the strength of its members. </li></ul></ul></ul>
  15. 15. Constructs of Community <ul><li>Community is only as valuable as the other members </li></ul><ul><ul><li>cohesive group of shared interest, social support and other goods of collective value is of use only if there are sufficient members of the group to share it </li></ul></ul><ul><li>community is sold on the basis of selling customers to customers. </li></ul><ul><ul><li>the community sells itself on the value to be derived from other patrons of the community </li></ul></ul>
  16. 16. Communities of self-expression <ul><li>Group level-mediated communications </li></ul><ul><ul><li>one-to-many-to-many structure </li></ul></ul><ul><ul><ul><li>journals are published by single authors who are writing either for themselves or to a waiting audience </li></ul></ul></ul><ul><ul><ul><li>Role of audience </li></ul></ul></ul><ul><ul><ul><ul><li>respond with feedback to the original post and/or </li></ul></ul></ul></ul><ul><ul><ul><ul><li>interact to other posted feedback </li></ul></ul></ul></ul><ul><li>Shared goods of value </li></ul><ul><ul><li>Computer mediated one to one or one to many to one </li></ul></ul><ul><ul><ul><li>readership and involvement in the community is based either on </li></ul></ul></ul><ul><ul><ul><ul><li>shared experience </li></ul></ul></ul></ul><ul><ul><ul><ul><li>collective or common interests, or </li></ul></ul></ul></ul><ul><ul><ul><ul><li>existing friendships </li></ul></ul></ul></ul>
  17. 17. Communities of self expression <ul><li>User-generated content </li></ul><ul><ul><li>one-to-many-to-many structure </li></ul></ul><ul><ul><ul><li>Communities developed around shared publishing goal by multiple groups of authors who are writing either for themselves or to a waiting audience </li></ul></ul></ul><ul><ul><ul><ul><li>Blogs, wikis, flickr, youtube </li></ul></ul></ul></ul><ul><ul><li>Role of the audience </li></ul></ul><ul><ul><ul><li>Participant member </li></ul></ul></ul><ul><ul><ul><li>Respondent </li></ul></ul></ul><ul><ul><ul><li>Critics </li></ul></ul></ul><ul><ul><ul><li>Content generator/aggregator </li></ul></ul></ul>
  18. 18. Setting up a community <ul><li>Location </li></ul><ul><ul><li>does the community need a defined structure, transient structure or multiple spaces? </li></ul></ul><ul><li>Community </li></ul><ul><ul><li>what makes a community tick? </li></ul></ul><ul><ul><li>What people are needed to populate a community? </li></ul></ul><ul><ul><li>What structures need to be in place? </li></ul></ul><ul><li>Destination marketing for cybercommunities </li></ul>
  19. 19. Is it community yet? http://mktg2032.ning.com/
  20. 20. Destination Marketing <ul><li>Attractions </li></ul><ul><ul><li>encompass the reasons for going to a community </li></ul></ul><ul><li>Accessibility </li></ul><ul><ul><li>degree to which the community can be reached by the ordinary user </li></ul></ul><ul><ul><ul><li>Does the community need specialist client software? </li></ul></ul></ul><ul><ul><ul><li>Is there an obvious access point? </li></ul></ul></ul><ul><ul><ul><li>What’s required to be involved? </li></ul></ul></ul><ul><ul><ul><ul><li>Registration? Fees? Credit card? Gmail account? </li></ul></ul></ul></ul>
  21. 21. Destination Marketing <ul><li>Amenities </li></ul><ul><ul><li>Virtual services available to the community </li></ul></ul><ul><li>Available packages </li></ul><ul><ul><li>levels of membership </li></ul></ul><ul><ul><ul><li>basic level of use through to levels associated with control, management and often including capacity to create and modify elements of the environment. </li></ul></ul></ul><ul><li>Activities </li></ul><ul><ul><li>all events, activities and related services that will be consumed as part of the community experience by a visitor </li></ul></ul><ul><ul><ul><li>Includes activities that expand beyond the core community structure into other venues, such as face-to-face meetings, or involvement in other group-oriented projects. </li></ul></ul></ul>
  22. 22. Destination Marketing <ul><li>Ancillary services </li></ul><ul><ul><li>services used by community members </li></ul></ul><ul><ul><ul><li>second stage services, such as virtual postcards, email address and web hosting </li></ul></ul></ul><ul><ul><ul><li>MMORPG mail services, auction houses </li></ul></ul></ul><ul><li>Not all principles of destination marketing can be applied to each type of cybercommunity structure </li></ul>
  23. 23. Discussion Questions for the Board <ul><li>‘ Cybercommunities grow by the strength of their users rather than by the active intervention of their owners.’ Discuss in relation to the factors that influence the success of the community. How many of these factors do you believe are within the control of the community owners? </li></ul>