Cm Session 9 Gm


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Cm Session 9 Gm

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Cm Session 9 Gm

  1. 1. Gonzalo de la Mata PayPal July, 2009 Online Community
  2. 2. It is a Online Community? Population With over 140 million user accounts worldwide, PayPal is a popular payment method amongst millions of online shoppers and one of the global leaders in online payments. A growing community of users 2
  3. 3. PayPal Online Community Ecosystem 3
  4. 4. Profile Online CM Basic to create and encourage an online community • The role is less about moderation and more about product management. With adequate and findable community guidelines to explain how works PayPal, active moderation can (and should) be in the hands of the members. strategy, features, UX, platform, budgets, marketing (and a hundred other things). In short, very much like the role of a product manager. • An expectation of communicating value (ROI) rather than stats Community managers are now expected to not just report stats (page views, membership growth), but also to report on other points of value, and to contextualize that value, at least in part, in terms of progress on business goals. • Community managers are expected to grow relationships with the influencers in the community Community managers are increasingly expected to know who their lead members are (Sellers), and what effect their influence has on other community members. • Community managers should be thinking about "portability" of their team In some companies, sources of community funding, and even the reporting structure of the community team is changing every few quarters. We live in evolutionary times, so it is good for community managers to reach out to senior staff on teams outside their immediate reporting structures 4
  5. 5. Motivations & Barriers •  e up to date of new PayPal B •  ot be very active N functions community on open platforms •  ew Shared product N development •  ont seem to be a D •  ech & Help support from T moderator or energizer of the community to sellers and discussions buyers •  e in touch with others B •  ery supportive information V users •  logs, Forum, chat, SM. B They are to help 5
  6. 6. Clycle of a Community Member 1.  Evangelist: A leader, sustains membership participation and brokers interactions 2.  Participant (Regular) – Full committed Evangelist community participant 3.  Peripheral (Lurker) – An outside, unstructured participation 4.  Stranger: Not Full committed and process of Participant leaving the community Lunker Each step the numbers of representatives is reduced Any of the steps could be a step out for the member Following the paleto´s law only a few are Stranger or Passer by empowering the community A users becomes evangelist when it starts to promote via WOM 6
  7. 7. How does the virtual circle Works? I Sign up Seller & Buyer Share PayPal Luck for more / new Experiences Community information Sart Participation 7
  8. 8. How does the virtual circle Works? II e-Commerce Blogs eBay Communities Mass Social Independent Media Blogs eBay (Facebook, Blogs You Tube, eBay LinkedIn…) Discussion Groups Community Portal Meetups Local User PayPal Idea Groups Site Generation Events 8
  9. 9. References strategy.html 9